“The disadvantage of parallel import is that it is very unstable”

A representative of the Association of Trading Companies and Producers of Electrical Household and Computer Equipment (RATEK) told Kommersant about his vision of the prospects for Russian brands in the household appliances market. Anton Guskov.

— How has the Russian household appliances market changed due to the departure of foreign brands?

– There are companies that have left, and there are those who simply suspended deliveries. The latter continue to be present in Russia, but their products are not imported by the right holders themselves through the direct import mechanism, as was the case before.

In addition, components for the production of equipment in the country also cannot always be imported. Many manufacturers are subsidiaries of European or American enterprises, and it is clear that if international sanctions are imposed, then they have nowhere to get spare parts. A very important aspect is the ongoing problems with logistics. Many international transport companies refused to deliver goods to the Russian Federation.

— Is it likely that only Chinese, Turkish and Russian brands will remain in Russia?

– At the moment, indeed, the market is reorienting, that is, the shares of leaders are beginning to be occupied by Asian and Turkish brands, as well as retailers’ own brands. This happens because the product is in stock. But Chinese and Turkish brands also have quite innovative household appliances. Therefore, it is impossible to say that only B-brands will remain on the market.

In addition, retail chains are still trying to maintain positions in the range of different brands, including premium ones. There are buyers who focus on them, everyone is trying to satisfy this demand. A parallel import channel or warehouse balances work here.

Parallel import allows you to maintain some presence, albeit a small one, of well-known bygone brands that everyone is used to. But such technology, of course, becomes more expensive and scarce. The main disadvantage of parallel imports is that they are very unstable, the supply does not come directly from the manufacturer, but through intermediaries, whose prices can fluctuate.

— Is there an opportunity for domestic brands, including private labels (PL) launched by retailers, to take a significant share in the market?

— It is possible for separate segments. A certain redistribution is already taking place, including the growth of private labels of retailers and marketplaces, as well as brands from the CIS countries. But although their share is increasing, so far, in general, it does not exceed 10%. We are not talking about leadership positions.

In electronics, the share of STM is rarely overwhelming. As a rule, they act in the middle and below the average segment or even in the economy, the market leaders still remain more innovative products. STM is a simpler product. The capacities of private labels will expand even in the new conditions, they are unlikely to become market leaders.

— Is it possible that new factories of Russian household appliances will appear or the old ones will be revived?

— There are brands that somehow re-enter the market, one might say, are reborn. Just recently, Mir refrigerators reappeared in Russia. They are produced by the Sergo Plant in Tatarstan, where Pozis refrigerators are also made. In the 1950s, they started as the Mir brand, then they were called Sviyaga, in modern Russia already Pozis. Pozis is localized as much as possible, but still uses some foreign components.

Other potential revivals will depend on the willingness to invest in good post-launch marketing as well.

Interviewed by Timofey Kornev