In 2015, the volume of the global consumer electronics market exceeded 1 trillion. dollars Growth of the world market was higher than analysts predicted. Its volume increased by 11% compared to 2014 (and not by 8% as expected) and reached 1.08 trillion. Doll.

Sales continue to grow at a faster pace in emerging economies. If in 2013 they accounted for 35% of the world market (306 billion dollars), then in 2016 - 40% (429 billion dollars). Already next year, this share, according to analysts, should increase to 45%. If in developed countries (primarily in North America and Western Europe) the consumer electronics market from 2013 to 2016 will grow by about 16%, then in emerging economies, to which analysts include Russia, this figure will be significant. higher - about 73%.

In 2015, sales grew most rapidly in the countries of Central and Eastern Europe (including Russia and the CIS) - by 26%, in Western Europe an increase of only 6%, in North America - 10%. The market volume of the countries of Central and Eastern Europe amounted to 68 billion dollars, Western Europe - 224 billion dollars, North America - 280 billion dollars.

In 2017, analysts predict a significant decrease in the global market growth dynamics - up to 2%, while a recession will be observed in developed countries - sales in Western Europe will decrease by 4%, in North America - by 2%. Growth is also projected to slow in emerging economies, for example, in Central and Eastern Europe they could be halved, from 26% (in 2016) to 13%.

Last year, sales of tablets in the world grew by 227% compared to 2014, reaching $42 billion, smartphones - by 67%, to $185 billion. Some growth was observed in the segment of mobile PCs (laptops and netbooks), it increased by 6% to $163 billion. The global desktop market grew by 2%, reaching $88 billion. Less sales were made of mobile devices, the functions of which are implemented in smartphones and tablets, in particular, video recorders and navigators.

In 2017, analysts predict a decrease in the dynamics of the fastest growing segments - for example, global sales of tablets will grow by 44%, smartphones - by 39%. Recession is expected in other segments. For example, sales of laptops and netbooks may fall by 6%, desktop PCs - by 8%. The most rapidly falling sales of "regular" mobile phones. In 2015, according to analysts, the global volume of this market decreased by 15% (to $97 billion), in 2017 another minus 25% is expected.

As practice shows, the eyes of the majority are invariably attracted by unusual electronic devices. Of course, not everyone and not always decide to buy, but the number of electronic innovations, as well as the funds spent on their purchase, is growing quite steadily. And this is not surprising, because thanks to technological progress, prices for high-tech electronic devices are rapidly falling and today many gadgets are offered at quite reasonable price. The fall in prices has particularly affected the growth rate of the flat-screen TV market, as shown in Figure 1. 1, where the example of the UK shows the dynamics of price reduction, accompanied by an increase in sales.

sales market foreign trade electronics

Figure 1 - Comparison of sales volumes and average price of televisions by technology for the UK, thousand units / pounds sterling

This situation automatically led to an increase in funds allocated by consumers for the purchase of a variety of electronics. As a result, today, for example, in the average American family for the purchase electronic devices$1,200 is spent annually. At the same time, in families with children, the costs are even higher and amount to about $1,700, while teenagers themselves purchase a variety of electronics for $350 a year. Among the most popular electronic devices, televisions are in the first place - they are present in 92% of households (Figure 2), and in the second place - DVD players and DVD recorders, which reached 84 percent penetration. Then come cordless and mobile phones. Other categories of gadgets are not so popular and are not yet in mass demand, but interest in them is growing steadily - the fastest growing (depending on the category - by 6-8%) is the popularity of MP3 players, digital cameras, cable modems and network routers.

Figure 2 - The top five electronic devices with the highest penetration rate in US households

A similar situation exists in other electronically developed countries. In particular, in the UK, every year a family spends an average of 311 euros on consumer electronics, which is 10.6% more than a year ago. And residents of London allocate about 431 euros for such expenses, and in Lately they prefer not HD-TVs and DVD-players, but electronic photo frames, which have fallen sharply this year. In Australia, spending on consumer electronics is also rising rapidly, with the result that most households now have a digital camera and DVD player. Many are also getting flat-screen TVs (accounting for more than half of all gadget spending), iPods, game consoles, and photo printers.

In general, many modern families in developed countries (in particular, in the UK) total number electronic high-tech devices today is about 25-28. Such a large number of them is due to the fact that televisions are often installed in several rooms, all family members own mobile phones, all family members who love music use MP3 players, etc. Analysts note that this state of affairs automatically leads to an increase in electricity consumption. Thus, over the past 10 years, due to the complication and expansion of the range of consumer electronics, electricity costs by households have already increased by 47%. And this is not the limit - the forecast for the near future is even sadder. Due to the fact that high-tech electronic innovations for the most part turn out to be more energy-intensive (for example, plasma panels consume electricity almost 4 times more than traditional TVs), over 5 years, electricity costs will increase by another 82%.

The growth of spending on high-tech electronics is facilitated by the further development of the Internet, where you can get information about the latest innovations, and therefore become interested in them, and later purchase them. So, according to a joint study by Yahoo! and CEA, users who searched and researched gadgets online before buying spent $31 more on a digital camera and $139 more on a TV.

Market leader in terms of market development household appliances and Electronics (BTE) in 2016 is Asia, where a 12 percent market growth is expected (Figure 3), primarily due to the very rapid development of the mobile communications sector. Lagging behind is Western Europe with 5% growth, where the market is already saturated. At the same time, in the first half of 2015, Western Europe accounted for 61% of total sales, primarily for the UK, claiming 23% of the Western European market, Germany (21%) and France (17%).

Figure 3 - Growth rates of the consumer electronics market in 2016 by region

The positive dynamics of the CFC market is determined primarily by the continued active growth of its basic segments - the sectors of computers, mobile phones and televisions, which together make up 60% of the CFC market. The named categories include flat screen TVs, smartphones, camera phones, etc. The impact of other segments due to their much smaller share of the BFC market is not as significant, but also important, especially for some product categories. First of all, this applies to portable navigation devices and MP3 players, whose growth rates are especially high.

For Russian market BTE this year also turned out to be very successful, although its growth rates continue to decline, which clearly indicates that the market is approaching the saturation stage. If in 2014, according to RATEK, the market grew by 25%, then in 2015 the growth rate decreased to 17%, which provided the market size of $ 13 billion. However, mobile phones and computers were not taken into account here - they accounted for another 14.5 billion. Growth of 15% is expected in 2016, which means that the total sales volume in this segment will be about $15 billion. computers. Therefore, the total volume of the BFC market can be estimated at about $30 billion. As for the forecasts of the market participants themselves, they differ. For example, the Technosila company predicts sales in the Russian BTE market at $30 billion, though at a growth rate of 10%. Analysts at Technoshock estimate growth at 11%, but at Eldorado they are more optimistic and expect growth at 20%. Such a significant discrepancy in analytical estimates can be explained by different approaches to market assessment. In addition, it may be associated with the weak information transparency of the market, since companies do not seek to advertise their data, and if they do, they are limited to general figures.

The market segments that have the maximum impact on the development of this industry and are of interest to a wide range of consumers are:

Cell phones.

The mobile phone market continues to develop dynamically, although the pace of shipment growth is gradually slowing down. If in 2015 this market increased quantitatively by 19.3%, then this year its growth rates have decreased to 9.1% (Fig. 4). In the future, the decline in rates will slow down even more, and, most likely, in 2017 they will not exceed 3%. At the same time, the rate of expansion of the mobile audience will also decrease, which is quite understandable, since today a large part of the population, including the younger generation, already uses mobile phones. In other words, this market is quite saturated.

Figure 4 - Growth indicators of the global mobile device market in 2010-2016

However, the market will still continue to develop, and shipments from 80.9 million units. in 2015 will grow to 304.4 million units. at the end of 2016. Analysts attribute the continued growth in sales in an already saturated market to the fact that in most regions, users will actively upgrade their mobile phones, replacing them with new, more functional devices.

A noticeable increase in sales in this market segment this year, in particular in the 1st and 2nd quarters, has already been noted by many analytical companies. For example, according to Strategy Analytics, in the second quarter of 2016 alone, 258 million mobile devices were shipped, which is 11% more than in the corresponding period last year. Analysts at ABI Research cite somewhat larger figures - 263.8 million units, which corresponds to a growth rate of 13%.

The market for mobile phone accessories is also developing relatively rapidly, estimated at $32 billion in 2016. More than half of this market segment is in sets of devices designed for listening to music and using wireless communication. The market for such accessories is expected to grow steadily over the next five years and generate more than $80 billion in revenue by 2021.

Digital media players.

The MP3 and Enhanced Multimedia Player (PMP) segment is one of the fastest growing consumer electronics markets today. It is assumed that this year 216.9 million media players will be delivered to the world market, which is 21.8% more than in 2015 (Fig. 5). This corresponds to sales of $20.6 billion with a growth rate of 14.4%. By 2017, the supply of these types of devices should reach 268.6 million units. with sales of $21.5 billion, the market appears to be lagging behind in terms of money, due to the significant decline in media player prices. Analysts point to the development of the Internet, which makes it easy to find the necessary media content, and further price reductions, which automatically makes these devices even more affordable for consumers, as the main factors in the growth of sales of digital players.

Figure 5 - Shipment volume of PMP/MP3 players in 2010-2016

The Russian market of MP3 players is also actively growing - for example, in 2015 the growth rate on it was estimated at 82%. At the same time, sales amounted to 400 million dollars, which corresponds to 3 million devices. According to experts, 60% of the market was accounted for by players with flash memory, 27% - by MP3 players with CDs and 13% - by HDD players.

DVD devices.

The global market for DVD players and DVD recorders (despite its high saturation) will grow moderately through 2017. Affordable price and versatility will help to maintain leadership in the market, because DVD players can be built into a variety of devices. If in 2014 the total market of DVD devices was estimated at 140.8 million units. (Fig. 6), then by 2016 it has grown to 176.6 million units. Europe will remain the leading player in this market, which will account for a total of 38.4 million units. products. However, the market is now growing only at the expense of less developed countries in terms of information, since in Japan, the USA and Western Europe the market has long been saturated: in Japan, the peak of sales was observed in 2012, and in the USA and Western Europe - in 2013. Thus, in Western Europe in the first half of 2016, these products were sold 9% less units, which led to a reduction in market value in terms of 13%. However, the market contraction did not affect DVD devices with hard drives, the sales volume of which increased by 23% in quantitative terms - every third DVD device sold this year had a hard drive.

Figure 6 - Shipment volume of DVD players and DVD recorders in 2014-2016

The share of recordable DVD devices in the total market is small - for example, only 16 million DVD recorders were sold in 2015, that is, they accounted for just over 11% of the DVD market. But gradually interest in DVD-recorders among consumers is increasing.

As far as prices are concerned, they are expected to fall, especially as increased competition between Blu-ray and HD DVD players is imminent. But as to which of the formats will be the unequivocal winner, analysts have not yet spoken out, since with the advent of universal DVD players supporting both formats, various scenarios are possible. However, according to the latest data, the leader (at least in the combined market of Great Britain, Germany, France, Italy, Spain and Switzerland) is the HD DVD format: in the first half of 2016 alone, players supporting this format were sold 3 times more.

Digital cameras.

Many analysts' fears that the digital camera market was saturated proved premature, and there is a clear recovery from the decline in 2014. This is evidenced by the results of a variety of studies. In the first half of 2016 alone, manufacturers shipped more than 42 million digital cameras, which is 27% more than in the same period last year. In monetary terms, the market is estimated at $5.9 billion, so the increase is much more modest - only 11%.

The overall picture of shipments by region is approximately the same as in 2015, except that the volumes of shipments in Europe and North America, which together account for 63% of the market (Fig. 7), have almost equalized and are now estimated at 13.6 and 13.1 million units. respectively. The largest growth in purchases in quantitative terms was shown by North America (36%) and Asian countries (33%). Growth in supplies to European countries slowed to 14%, while shipments in the Japanese market rose to 23%.

Figure 7 - Distribution of the world market of digital cameras by regions in the first half of 2007, %

Digital SLR cameras were the most actively sold. In total, 3.5 million of them were sold, and the growth rate of this segment in the whole world reached 75%. Asia became the leader in shipments of such cameras, where this figure reached 136%.

No matter how high camera sales are this year, a decrease in demand for digital cameras in the near future due to market saturation is inevitable. Although analysts believe this will not affect the segment of advanced digital SLR cameras aimed at photo enthusiasts and professionals, shipments here will be significant and will amount to approximately 8.5 million units in 2017, which corresponds to a growth rate of 9%.

Game consoles.

The budding game console industry continues to grow. Sales in this segment (including hardware and software) this year are estimated at $16 billion (Fig. 8), which is 23% more than in 2015. The growth rate in 2015 was 19%, and in 2014 - 6%, so there is a clear increase in the growth rate of the gaming industry.

Figure 8 - Sales volume in the game console market (hardware and software) in 2013-2016

The undoubted leader in sales of game consoles is Japan, which accounts for approximately 55.8% of the market - this is due to the popularity of such devices even among women and the elderly, which is not typical for other regions. Analysts believe that at this rate of growth, by 2018 in Japan, 89% of residents will have a game console at home. In Europe and the US, game consoles are much less popular - for example, in the US, the age of gamers is mostly limited to 18-34 years. However, thanks to the rapid growth in popularity of the Nintendo's Wii console, the US market also began to develop rapidly and in the first quarter of this year alone, sales of video games, devices and accessories increased by 54% and amounted to $ 3.3 billion. This allows analysts to expect an increase in the level of penetration of consoles in American households by 2017 to 50%.

The undoubted leader with half of the gaming market is Nintendo, whose game consoles have become one of the most popular in Japan, the USA and Europe over the past few years. Nintendo's cumulative sales in the video game console market will reach $10 billion in 2017.

Portable navigation devices.

The global market for portable navigation devices (Portable Navigation Device, PND) is experiencing a real boom - consumers are increasingly interested in this type of electronics, which is now used not only by travelers, but also by ordinary motorists. Portable navigation devices remain the most popular in the navigation systems segment, occupying 62% of the GPS navigator market. The key factors behind the growth in demand for navigation devices are lower prices for basic models and the emergence of additional distribution channels. The growth rate in the portable navigation devices market this year is 93%, that is, the market will almost double. And in the US, the growth rate is even higher and is estimated at 100%, which will provide sales of 5.6 million units. (Fig. 9). True, this is not a record: in 2015, the American PND market tripled. As for the prospects, in the future the growth rate will decrease, but the market will continue its active development, and by 2018 56 million portable navigation devices will be sold in the world (for comparison: in 2014 there were 14 million).

Figure 9 - Sales of portable navigation devices in the United States in 2012-2016

Western Europe traditionally remains the leading market leader, the second place (as before) belongs to the USA. In addition, a significant increase in the popularity of navigation devices in the Asia-Pacific region is predicted. However, the level of penetration of this type of gadgets even in Western Europe and the USA is still insignificant - it is only 15 and 4%, respectively.

The Russian market of household appliances and electronics (HCE) in 2015 did not reach the level of 2014, being lower by 14.4%. Only two sectors showed a small positive result, which can rather be called stable. The telecoms sector (+1.1%) is not surprising, but the stability of the office equipment sector (+0.3%) can be considered an excellent result in a volatile market. All other sectors, including large household (CBM) and small household (MBT), computer equipment, audio-video and photo - the turnover is lower than last year by 13.7%, 12.9%, 15.7%, 28.4% and 39.7% respectively.

Audio and video equipment

In 2015, the volume of the consumer electronics market decreased by 30% both in monetary terms and in kind compared to the results of the previous year. Demand for televisions fell by almost half, and turnover by a third. Nevertheless, growing segments remain in the falling market, 4K is becoming increasingly popular among Russian consumers, the segment's turnover has almost reached 15% of the entire TV market. Sales of curved TVs are growing, and although the share of the segment is still small, it is becoming more and more significant, especially in 4K sales, for example, in December, every 4th 4K TV sold was with a curved screen.

Photo

The current situation in Russia affects the spending of the population, even the holidays did not help the last quarter of the year. The turnover of the 4th quarter was even lower than the 3rd by 3% in monetary terms, not to mention the comparison with the shock year of 2014. The decrease in turnover in 2015 by almost 40% does not inspire optimism. The Internet market shows more positive dynamics. The share of online sales reached almost 25% in Q4 2015. Mirrorless cameras are one of the most promising segments: their share of cash turnover in the digital camera market already exceeds 10%. Due to changes in monitoring for SLR cameras (a lens and a camera sold together are no longer counted as separate products, but as a single product), data for the photo sector has been recalculated for previous periods.

Large home appliances

2015 showed a decrease in turnover in rubles by 14%. Due to higher prices, built-in appliances hold positions in monetary terms, showing a decrease of only -11.6%. The rise in prices continued throughout the year. In 2015, CBT increased in price by a third on average. Among all sales channels, only one managed to earn more than last year. However, such a result of the National Networks turned out to be unattainable for competing channels. Online sales continue to attract buyers, and in 2015 every fifth device was purchased online. The main growth in sales via the Internet occurred not in the most big cities(less than 1 million people).

Small Household Appliances

Annual indicators have reached the level below 13% in value terms. This dynamics is explained both by the continued growth of retail prices 3 and by the lack of recovery in consumer demand. The acceleration of the overall decline was driven primarily by offline sales dynamics, but it is important to note that online sales also showed negative rates in the 4th quarter, which was not observed in the two quarters before. Among the key product categories, only beauty and health products, as well as certain niche segments, such as upright vacuum cleaners or kitchen machines, show positive dynamics in the 4th quarter.

Information Technology

Russian market information technologies continued to decline following the decline in the purchasing power of the ruble due to the exchange rate. Sales volume in the 4th quarter was 20% less than last year. Rising prices continued to dampen demand, and even the expectation of their further growth in the coming months following the new ruble exchange rate did not bring buyers back to stores in the New Year season. The only factor counteracting the shrinking IT market remains the switch of buyers to less productive, but less expensive alternatives to laptop configurations. As a result, sales of entry-level notebooks, such as those based on Intel Celeron processors, grew from 20% to 30% of the notebook market in a year, and tablets, perceived as a low-cost alternative to the traditional notebook, even exceeded this growth rate.

Telecommunication

Despite the complicated economic situation, the Russians are not yet ready to deny themselves the purchase of new smartphones, the market of which has decreased by only 5% over the year. However, consumer preferences are changing, with growth in demand for 4G smartphones exceeding 60%, driven by an 8% decline in the average price. The presence of a large screen is becoming an increasingly important factor when choosing a new gadget - almost 40% of turnover in terms of money was occupied by phones with screens of 5 inches or more.

Office equipment and consumables

Prices for office equipment and Consumables increased significantly during the year, so that buyers began to look for ways to save money. The increase in prices for original cartridges reached 45%, which 4 affected the outflow of demand in favor of compatible cartridges, with their share growing to 55%. Surprises were also presented by sales of equipment, which suddenly became more active in the pre-holiday period. This, coupled with a good result in the 3rd quarter, allowed the sector to end the year on a positive note with a positive growth of 0.3%.

December in 2014 turned out to be not just nervous, but some kind of explosive, every next day more and more heated the atmosphere, increasing rumors, fears and uncertainty about the future. What will be the exchange rate, how much will the equipment cost tomorrow, how will sellers and buyers behave?Such a concentration of events and market fluctuations led to the fact that heads of many of the world's largest companies visited Moscow in November-December. We tried to talk to everyone. Almost everyone willingly shared with us their views on what is happening. Coincidentally or not, Italian manufacturers of household appliances have become the most outspoken. Their balanced view of the problem, a deep understanding of the ongoing processes allowed us to get through this period of time more calmly and look forward with a certain optimism.

Interviewed by Galina SIZIKOVA.

Paolo LIOY, General Manager for Eastern Europe and Central Asia Whirlpool company.

Marco FALASCHETTI, Marketing Director of Indesit Company in Russia.

Marco GARBUGLIA, Elica Marketing Director in Russia.

Kirill BURMISTROV, Head of Marketing at Faber.

Daniel MARTINEZ, director of business development at Smeg.

Tatyana PECHALINA, Head of Marketing at Candy HooverGroup.

Ilya KOMARTSOV, Director of Zigmund&Shtain.

Vladimir ELISEEV, director of the wholesale department of Mie.

WHAT DOES THIS YEAR TAKE WITH IT?

"BT": What are the results of 2014 in your company: did you manage to implement all the plans? Does the volume of sales of equipment in the Russian Federation correspond to the expected volume?

P. LIOY, Whirlpool: Globally, the year ended positively for corporations around the world. In North America, Whirlpool is traditionally the No. 1 brand in the large home appliances category. In Europe, the situation is somewhat different for us, the competition is tougher, nevertheless, the positions in the TOP-3 are preserved. In Russia, compared to last year, we are seeing an increase in sales. Of course, this does not mean that we have achieved all our goals. But overall the year went well. As before, we rely on the quality and functionality of our products, for which the buyer appreciates our brand.

M. GARBUGLIA, Elica: 2014 was not an easy year for a market that suffered key changes not without the participation of geopolitical events, which certainly affected companies that import 100% of their products. In any case, for Elica in Russia it was very interesting year. We have a team with new business ideas that have already allowed us to achieve positive results, despite the period of instability experienced by the market.

K. BURMISTROV, Faber: On this moment we can say that we have implemented almost all the plans that were outlined. Sales volume is slightly different from our expectations at the beginning of the year. But, firstly, forecasts very rarely coincide with the real situation by 100%. And secondly, the result is different for the better.

M. FALASCHETTI, Indesit: 2014 has been a transitional year for us. We have become part of a large corporation - Whirlpool, which undoubtedly opens up new opportunities for us and, as we think, will strengthen our position in the market. There have been some organizational changes in the company and throughout the year we have been working to maintain the profitability of the business, which was under pressure due to the unstable economic situation. We achieved our goal and maintained our leading position. As of today, we are already ready for a large-scale launch of new products in 2015. Their development was another ambitious task, which we think we have accomplished "perfectly well". We are proud of the results of our work and confident in the success of our new products in the coming year.

T. PECHALINA, Candy: In general, we can say that this year was not bad for us. There are minor difficulties in some segments, but we are working on them. Considering that the overall market for large household appliances shows negative dynamics, our results against this background allow us to make optimistic forecasts for the next year.

I. KOMARTSOV, Zigmund&Shtain: Most of the tasks have been implemented. Significantly supplemented, expanded range, becoming more modern. We expect the full effect of this work in 2015. Several other interesting projects are on the way. certain categories technology.

D. MARTINEZ, Smeg: Under the circumstances, we are generally satisfied with the way things are going. Of course, not everything that was planned was implemented, but the results are positive. Sometimes we had to change our plans due to changes in the market situation, especially when it comes to sales in regions where it has become more difficult to work. There is a certain slowdown in growth rates, but in Moscow our sales have grown significantly.

V. ELISEEEV, Mie: We have not yet summed up the final results for the year, but on the whole I can say that they are positive. First, we have significantly expanded our product line, as planned last year. Secondly, we have made improvements to the models of equipment that have been on sale for a long time, increased the network service centers. Today, our equipment can be seen in almost all major chain stores of household appliances, and it is presented in a wider range than in previous years. This year we have opened three MIE brand stores, and pre-crisis plans were to open ten more stores next year. The volume of sales in 2014 as a whole lived up to our expectations, which cannot be said about the exchange rates.

"BT": Have the prices for equipment changed a lot this year and how did this affect its sales?

T. PECHALINA, Candy: Yes, we adjusted the prices, but not much. We always try to be in the middle price segment with a price index of 100%.

K. BURMISTROV, Faber: The prices for our products, of course, changed throughout the year. I would like to note that not only in the direction of increase. For some models, we managed to reduce prices due to the optimization of production and the use of new materials. On average, prices in euros for our equipment have increased by 4% over the current year. This change did not have a negative effect on sales, which allowed us to achieve our goals.

M. FALASCHETTI, Indesit: Pricing, of course, strongly depends on the economic situation in the country. Due to the instability of the exchange rate, we raised prices throughout the year - to a lesser extent for local production, to a greater extent - for imported products.

D. MARTINETS, Smeg: As for prices, we have them in euros, so, of course, the price tag in rubles depends on the exchange rate.

P. LIOY, Whirlpool: As a rule, we set our pricing policy once a year, but in 2014, and it was the same for most players in the market, the price tag was updated several times. The cost of our products is 60-70% dependent on what is produced outside the Russian market, because all of it (with the exception of microwave ovens) is assembled in Europe. Therefore, in conditions of volatility and instability of the exchange rate, we must be more flexible and able to quickly respond to changes in the external environment.

I. KOMARTSOV, Zigmund&Shtain: Prices change in accordance with the euro exchange rate, because we are a European company that buys abroad and is forced to follow changes in exchange rates.

V. ELISEEV, Mie: We sell Italian equipment, and Italy is the European Union. Of course, the growth of the euro cannot but affect the price of our equipment.

WHAT DO RUSSIANS BUY?

BT: Which equipment from your assortment was in high demand this year?

What is it connected with, in your opinion?

T. PECHALINA, Candy: Built-in appliances sold well. This year we have expanded the lineup, improved distribution and made competent price positioning. And also this segment of the market shows growth. Washing machines showed negative dynamics at the beginning of the year, but thanks to our efforts, growth in this segment can also be observed since August. Good result also showed sales of vacuum cleaners that we produce under the Hoover brand.

P. LIOY, Whirlpool: There are three segments of our products that saw strong sales growth this year. The first category is top-loading washing machines, where we are the traditional global market leader. The second big segment, which is growing in demand in the industry as a whole, is embedded appliances. And the third Whirlpool product segment, which sells well in Russia, a solution for small apartments and young families, is compact front-loading washing machines.

K. BURMISTROV, Faber: Taking into account the fact that our company produces only kitchen hoods, it is not difficult to answer your question. If you go a little deeper into the details, then the most popular were built-in models in the middle price segment. This is due both to the general interest of consumers in built-in appliances, and the fact that we offer really interesting solutions for embedding in kitchen furniture at an affordable price.

M. GARBULHA, Elica: Built-in hoods are still the best-selling products, which are mainly intended for kitchen manufacturers. The icon of the Elica brand, the OM hood, is undoubtedly popular, but other design innovations do not go unnoticed. Sales volumes of products of low and medium price categories this year have reached good indicators, sales of premium segment hoods, in turn, remain stable.

M. FALASCHETTI, Indesit: The balance of sales was maintained among all categories of equipment without major fluctuations. The only thing worth mentioning separately is the new series of Indesit Innex washing machines. The novelty quickly managed to gain recognition among both our partners and customers. We've been able to achieve amazing results, exceeding sales targets for this line of washing machines, even without any promotional investment.

D. MARTINEZ, Smeg: This year, the market of built-in appliances has grown in the market as a whole, and not only in our country, but sales of free-standing washing machines, refrigerators, and dishwashers have decreased. Our strong point has always been and remains - retro-style appliances. Russians especially love this style, as it allows you to create a truly cozy kitchen. In addition, our devices are well combined with each other in color, style, accessories. The choice is large. For example, our popular retro refrigerators can be matched with built-in or freestanding appliances to create a single ensemble with the set of items you need.

I. KOMARTSOV, Zigmund&Shtain: First of all, this is the 45 cm wide slimline line, which we specialize in. We are known as a serious player in this segment. In addition, our “classic” line has a number of unique positions, and, accordingly, is in high demand. Next year, we expect a surge in demand for other innovations that we introduce at the end of the year.

V. ELISEEV, Mie: We have three clear sales leaders in each product category. Among steamers, this is definitely the MIE Deluxe, the next “successful” model I would call a vacuum cleaner with an aquafilter and a MIE Ecologico separator. Among ironing systems, I would like to highlight MIE Milano. I cannot call it a hit, after all, this is not a product for the general consumer, but in the luxury segment, Milano is indeed a very popular ironing system. Demand for multifunctional products has skyrocketed. Nowadays, more and more willing to buy a steamer with the function of a steam cleaner and a steam generator than just a steamer and a steam cleaner separately. I think this is connected not only with the crisis, although the purchase of a multifunctional device will cost much less than two devices separately. This affects the saving of space in the apartment, and the reluctance to spend a lot of time searching and buying.

AND WHAT IS THERE FOR US?

BT: Have your company's plans for the next year been adjusted during 2014? Do you plan to introduce novelties on the Russian market next year? What price range will they be in?

M. FALASCHETTI, Indesit: We are planning a major product update in the Hotpoint-Ariston No Frost line of washing machines and refrigerators. Our company will present innovative products with updated design and a set of unique features. We believe that this will strengthen the brand image. It is worth noting that the Indesit brand will also introduce new products in the refrigeration category next year.

K. BURMISTROV, Faber: Of course, our plans were adjusted. The situation not only in the world, but also in the consumer goods market is changing quite quickly. We have to keep up with the changes that are taking place. Next year does not promise to be easy. Only active work, including on oneself, can lead to success even in the most difficult conditions. We have presented novelties this year and are going to launch new models next year. Since our assortment includes all price categories of products, from budget models to premium ones, new items will be presented evenly in all categories.

T. PECHALINA, Candy: Yes, we are planning to. There will be a lot of news. In addition to conventional appliances, next year we plan to sell a new line of large household appliances with the ability to control via Wi-Fi. This is exactly a complete line, not just one model - washing machine, dishwasher, oven, hob, extractor hood, refrigerator. That is, all appliances in the kitchen can be controlled remotely. At the same time, the price for these models will be in the middle segment, and, accordingly, the equipment will be available to everyone.

D. MARTINEZ, Smeg: We plan to present a number of new products, some of which we have already shown at the FURNITURE-2014 exhibition, which took place at the Expocentre in November. Our new models are not only a retro style, but also a slightly different concept: they fit lighter kitchens compared to baroque - kitchens that are more Victorian in style. And the technique will therefore be more voluminous. At the same time, we will offer our customers new compact devices in almost all series. In March, we will introduce 45 and 60 cm wide wine coolers with classic aesthetics. Side-by-side refrigerators with two and four doors, 70 and 90 cm wide will also be on sale. planetary mixers.

I. KOMARTSOV, Zigmund&Shtain: We are a flexible company and do not make rigid plans. There is a general line that we follow, adapting to the market. Our strategy has always been adaptive, unlike clumsy monsters. We plan to present new products both in the mass segment to conquer the market, given the not very good market situation, and in the "boutique" segment, which is native to us and shows the level of "advancement" of the brand.

P. LIOY, Whirlpool: Yes, we have a number of new products planned: an updated range of built-in appliances, a completely new range of refrigerators, and the next generation of washers and dryers. In addition, since December 2014, the Indesit and Hotpoint-Ariston brands have been owned by Whirlpool. We are now legally one company, although in 2015 there will be novelties of all these brands on store shelves, which means that the buyer will find the right solution for himself at the right price and functionality.

M. GARBULIA, Elica: In April of this year, Elica presented a completely new range of products on the occasion of the Eurocucina exhibition. Today we are working in Russia with three catalogs, one of which is presented only in the kitchen segment. It contains all products of the Premium line. This approach is the best way to control the distribution system and maintain a stable margin for our partners.

Elica is already actively working on restyling the product range for next year. The segment of decorative hoods continues to grow, primarily in the medium-low price category. We plan to introduce new models both under the JetAir brand and under the Elica brand. And for the first time in Russia, Elica will launch new kitchen induction panels that will be connected to kitchen hoods via a Wi-Fi system. These products will contribute to a significant expansion of the company's field of activity and are designed exclusively for the premium consumer segment.

V. YELISEEV, Mie: Now everyone who sells foreign products on the Russian market has taken a wait-and-see attitude. And we are no exception. Perhaps some plans will have to be postponed, but it's too early to talk about it. If the purchasing power of Russians continues to fall, we will be forced to expand the range in the middle segment, but if the market stabilizes, we will be true to our long-standing strategy and continue to increase the range in all promising directions with a premium focus.

GREAT RUSSIA

"BT": At the moment, where are sales more active: in Moscow and St. Petersburg or in the regions? Is there a drop in the purchasing power of the population?

P. LIOY, Whirlpool: For the last 20 years, the market in Russia has been developing along a sinusoid, but nevertheless it grows every year by an average of 10-15%, the dynamics is positive. Of course, Moscow and St. Petersburg are the locomotives of growth, but the consumer is equally important for us everywhere: both in the center and in the regions of the Russian Federation. And if we talk about the purchasing power of Russians in the current situation, then we understand that the overall positive trend may change. But we are optimistic about the future, also thanks to the acquisition of Indesit.

M. GARBULYA, Elica: Moscow and St. Petersburg are undoubtedly the key customers here, not only with higher purchasing power than in the regions, but also with constantly changing tastes and preferences. Nevertheless, Russia is not only Moscow and million-plus cities. Elica invests in agent and distribution networks through which we are represented in the regions. But this task is not easy, in particular, during the period of fluctuating demand, which is observed in the market.

K. BURMISTROV, Faber: Moscow and St. Petersburg are still in first place. At the same time, in some regions there is a noticeable trend towards an increase in the share of sales. For example, southern federal district may soon come out, if not in first place, then in the top three. No, there is no drop in the purchasing power of the population. On the contrary, people began to spend more. This is due to various factors, ranging from the seasonality of demand to the high volatility of the ruble exchange rate. This will not last long, and next year the purchasing power will decrease, but it is too early to talk about it yet.

M. FALASCHETTI, Indesit: On average, the purchasing power of the population is the same throughout the country. Russian consumers are demanding and, as a rule, give their preference to modern and high-tech products, and, of course, the trend towards the development of sales in big cities is obvious, but there is a good indicator in the regions as well. The structure of our company allows us to cover the entire territory of Russia. If we talk about the decrease in purchasing power, then, as you understand, it very much depends on the situation in the economy. Separately, I would like to say about the growth trend of online sales. We pay special attention to what we think is an attractive distribution channel.

D. MARTINEZ, Smeg: Our main goal is not large sales volumes, but a careful selection of partners. It is important for us that partners with the quality of their services correspond to the quality of the brand, present our goods well and understand our pricing policy well. This applies not only to furniture stores, but also to boutiques and chain stores. We are also opening our own mono-brand stores. They are already operating in St. Petersburg, Makhachkala, and Syktyvkar. Plans are in place to open outlets in other cities.

T. PECHALINA, Candy: Moscow and St. Petersburg - a large share in sales. But people in the regions are also buying. Especially now in the regions, online sales are growing strongly. Due to the current economic situation, many are trying to spend money in order to avoid their depreciation.

I. KOMARTSOV, Zigmund&Shtain: Of course, we do not live on another planet and we receive daily “reports from the front”, i.e. feedback from clients and news from partners. Therefore, we are well aware of what is happening in our market and understand what we will have to work with in the near future. We are represented in almost all regions of the Russian Federation, as well as in Belarus and Kazakhstan, so fluctuations in demand in one of the regions are covered by opposite waves in other regions. In fact, Russia is a set of local markets with its own rules of the game and factors influencing the market, therefore, if the territory is completely covered, the risk is reduced.

V. ELISEEEV, Mie: Moscow is still in the lead, but every year the regions are increasingly showing interest in our technology. As a result, we have already opened a number of branded stores in the regions. Regarding the second question, the dilemma is that with the growth of foreign currencies, the salaries of our consumers in rubles remain the same and, accordingly, their purchasing power does not correlate with these changes in the market. The decline in sales is already felt in comparison with last year, but it is still difficult to call it a disaster. I think that those who need our equipment will still buy it, especially since tomorrow it will be even more expensive.

WE ARE ALL IN THE ONE BOAT

BT: Do you plan to raise prices for your products? What will be the growth? Can it happen that the technology will become "unaffordable" for the majority of Russians?

P. LIOY, Whirlpool: Again, as for all market participants, a lot now rests on the cost of production and the dynamics of exchange rates. Therefore, objectively, in the current situation, price adjustments occur more often than before, under more stable external conditions. But all manufacturers of equipment are in this position now. We are all in the same boat, including our customers. Just like them, every day we open the news and look at the exchange rates. Nevertheless, we are confident that Russian consumers will always be able to find in our assortment a solution that they can afford.

T. PECHALINA, Candy: We plan to be in the market. Positioning Candy is the middle price segment, so in any case, we will be with a price index of 100%. More likely, average price technology on the market will increase, and the prices of our products will rise. But, despite this, our models will always be "affordable" for most Russians.

M. FALASCETTI, Indesit: Yes, now all suppliers are increasing prices for their products and, starting from January, this will become noticeable for end customers as well. In general, this difficult moment opens up interesting opportunities and prospects for us. The Indesit brand will be able to offer the best price on the market while maintaining high quality standards, while Hotpoint-Ariston will offer the most advanced design solutions and the latest technology, but definitely at very competitive prices.

M. GARBULYA, Elica: Elica's prices in Russia have always been set in rubles, and it will remain so, despite the instability of the ruble against the euro. Over the past 12 months, the ruble has significantly weakened against the European currency, but at the same time, we changed our prices once and minimally. At present, we plan to raise prices in December 2014-January 2015, but we are not talking about monthly price changes to cover the depreciation of the ruble.

K. BURMISTROV, Faber: Like most manufacturers, the cost of our products is significantly affected by the euro exchange rate. So the price will definitely go up. For our part, we will try to minimize this increase so that it does not scare away consumers. It is difficult to imagine a situation where the majority of Russians cannot afford technology. The advantage of a wide range is precisely that a buyer with any income level can choose an option that suits his pocket and suits him functionally and aesthetically.

D. MARTINETS, Smeg: The price in rubles depends on the euro exchange rate in the Russian Federation. As for the development itself, we are definitely not going to reduce the cost of equipment, on the contrary, we want to make it more technologically advanced and premium. For example, most of our ovens will have a Pizza function.

Our strategy is to go up, release premium equipment. Therefore, we add a variety of accessories to our new models of household appliances and increase their functionality, providing, of course, an excellent appearance.

I. KOMARTSOV, Zigmund & Shtain: As already mentioned, in the event of a weakening of the ruble, we are forced to raise prices in order to ensure uninterrupted supplies. Everything will depend on exchange rates. If they fall against the ruble, then the prices for our equipment will go down. The household appliances market is adjacent to both the real estate market and the kitchen furniture market. We see the situation taking place in these markets, and we can assume what we will face in the near future. Of course, a decrease in demand is possible, but it will never fall to zero. The market does not die completely, so there is always the opportunity to fight for your place in it, convincing the buyer.

V. ELISEEV, Mie: Yes, we are forced to raise prices for products, but we try to minimize this increase by optimizing work. As I already said, we will adapt to the consumer capabilities of our customers, with our mobility it will not be so difficult.

WILL THE FACTORIES BE BUILT?

BT: Are you going to expand/open production in Russia to minimize costs?

P. LIOY, Whirlpool: Next year we will be ready to talk about localization. There are such plans, but we have not disclosed them yet. In addition to this, as I already said, the acquisition of Indesit automatically gives us the localization of production in Russia, ready-made operating factories.

M. FALASCHETTI, Indesit: Now is not the best time to invest, especially in production capacity, because in 2015 the home appliance market is likely to shrink. But perhaps this will be relevant in the future.

T. PECHALINA, Candy: We have own production washing machines and refrigerators price Kirov | For now, that's enough.

M. GARBUGLIA, Elica: Elica currently sells hoods in Russia produced by our factories in Italy, Germany, Poland and China. We do not plan to change our production structure, but we do not exclude the possibility of cooperation with local enterprises for special product categories.

K. BURMISTROV, Faber: Faber has factories in eight countries on three continents. Now we do not plan to expand production. Minimization of costs in our company occurs through the use of new materials and new production technologies.

D. MARTINETS, Smeg: We have no plans to open our production in Russia. Made in Italy is our hallmark, our credo. We received proposals, for example, to produce washing machines in Russia, but we did not dare. Although both in China and in the Russian Federation it is possible to produce quality goods, and in these countries, many manufacturers make high-quality equipment, but we did not change the place of production.

I. KOMARTSOV, Zigmund&Shtain: Local production (as well as production in general) does not always mean cost minimization. To do this, there are other ways to make the best offer on the market. Therefore, in the near future we are considering Russian production only in the category of kitchen sinks, the project for which was launched quite recently.

V. ELISEEEV, Mie: We have exclusively trade company. If manufacturers of high-quality modern ironing equipment appear in Russia, we will be happy to consider the possibility of cooperation with them.

DARK TIMES COMING?

BT: Do you think business relationship Will 2015 be an easier and more productive year than 2014, or are we in for more difficult times?

T. PECHALINA, Candy: 2015 will definitely not be easier. The CBT market will not grow, except for certain segments. Accordingly, efforts will have to be made in order to maintain positions, and, moreover, to improve them. We will work on this next year.

M. GARBULHA, Elica: It's hard to make any predictions right now. Of course, we expect a decrease in demand in the market in the first half of the coming year, but it will recover by the second half. Obviously, much will depend on the economic situation in the country. For Elica, 2014 was a year of great change. Positive feedback from our customers gives us hope that 2015 will not only strengthen them, but also increase them.

K. BURMISTROV, Faber: As they say, times are always difficult, and 2015 will be no exception. Given the slowdown in economic growth and the challenging political business environment, next year will be more challenging. But the fruitfulness directly depends on our work with you. It is also possible to work fruitlessly in greenhouse conditions. Difficulties, in turn, push for more active work, which ultimately leads to a positive result.

M. FALASCHETTI, Indesit: 2015 will be a challenging year for all appliance manufacturers. I don't remember easy times in this industry, usually each year has its own difficulties and trials. However, as already mentioned, we believe that the main opportunities open up during a crisis, and only for those who know how to act correctly and respond quickly.

P. LIOY, Whirlpool: It will certainly be a difficult and unpredictable year for the market as a whole. But the complex macroeconomic environment is the same for all competitors. If we do a good job and offer solutions that are the best in terms of their functional and technical indicators, then they will definitely find their buyer. In each of our new lines, we are sure to show new technological capabilities - not only the finds of marketers (which is secondary in itself), but the best-in-class functionality and build quality. All of our products planned for 2015 feature more advanced technology than previous generations. For more than a hundred years of existence on the market, having gone through different times and crises, Whirlpool has consistently bet on itself and its strengths. Perhaps that is why we always look to the future with optimism, as we try to create the necessary prerequisites for it today.

D. MARTINEZ, Smeg: Of course, we want and hope that the company's sales plans will be fulfilled and the market situation will be favorable.

I. KOMARTSOV, Zigmund&Shtain: Everything speaks of difficulties. But we are not afraid of them; this is far from the first crisis we are going through, so we know what we need to do. In addition, the Chinese character for "crisis" has two meanings, the second of which means "opportunity". A crisis is always a time of reassessment of tactical and strategic plans and the search for new development opportunities, which is what we are going to do in the near future. Responsiveness to change and adaptability are now paramount for success.

V. ELISEEEV, Mie: It does not depend on us, but even now we can say that this year will hardly be easy. You need to be optimistic and believe that there is a blessing in disguise. Difficulties make us stronger and make us work better and more efficiently.

The M.Video company presented analytics for the entire Russian market of household appliances and electronics for 2017 - from smartphones to refrigerators.

“After the crisis year of 2015, we predicted with restrained optimism a recovery in sales of consumer electronics in Russia, the trends of 2016 justified our expectations – the market began to gradually stabilize. According to M.Video estimates, in 2017, sales of household appliances showed an increase of 6% both in monetary terms and in kind. Positive dynamics indicates a recovery in demand, but buyers make less spontaneous purchases, pay more attention to affordable discounts, cashback offers from retailers, and prefer installment plans in credit programs. In general, the market can be characterized as stable, which has passed into the stage of normalized demand.

The most dynamic product categories in 2017 were smartphones, accessories for them and the entertainment segment. Thus, digital goods are a growth point for the entire market and what we will be focusing on throughout 2018. We laid the foundation for the development of this segment in 2017 by opening m_mobile stores with an expanded digital assortment in the chain stores throughout the country, building up the IT base, and applying an ecosystem approach to sales. All this allows us to actively increase our presence in the digital technology segment, attract a new, young audience and win in the fight for customers. M.Video's goal for the next 2-3 years is to become the leader in the telecom segment.

In the next two or three years, we can expect that the home appliances and electronics market will show growth at the level of 4-5% per year. The online segment, which already now sets the main impetus for the development of the industry, will behave more dynamically - according to our estimates, growth can be about 15%", Enrique Fernandez, chief executive officer of M.Video, comments on the study.

Telecom

The telecom segment continued its intensive growth in 2017 and became one of the main drivers of the electronics market. In 2018, the category will continue to develop with positive dynamics. Growth rates will depend on the solutions offered by the players in this market.

2017 was characterized by several trends at once, which will be developed in 2018.

Firstly, the market of big Chinese brands (Huawei, Honor, Xiaomi, ZTE, Motorola) continues to develop. The line is replenished with new players - Nokia, Oppo and VIVO entered the market in a year. Sales of smartphones from leading Chinese manufacturers have reached a quarter of the market in units, and growth continues.

Secondly, with the growing confidence in Chinese smartphone manufacturers, demand is shifting from budget "Chinese" towards the flagship models of Chinese A-brands, which are perceived as worthy competitors to smartphones from other brands.

And finally, the successful technological and design solutions of 2017 are confidently moving into 2018. For example, a bezel-less screen is already used by many manufacturers, and it can be predicted that in 2018 every manufacturer's portfolio will include a bezel-less device, and not necessarily a flagship.

2017 was a record year in terms of demand for smartphones - the volume of the smartphone market in pieces for the first time exceeded the figures of 2014.

The average price for smartphones in 2017 was 13,400 rubles, which is 9% higher than a year earlier. The increase in the average price occurred against the backdrop of lower prices for some smartphones from leading brands: Apple, Samsung and a number of large Chinese manufacturers lowered the prices of their devices throughout the year. The increase in the average price is associated both with the release of expensive flagships from leading manufacturers, and with a shift in demand to higher price segments: growth in unit terms was shown by all price segments, except for the budget one.

The share of smartphones with a diagonal of more than 5″ is growing. In fact, there are no devices with a diagonal of less than 3.7″ left on the market. Demand for smartphones with a diagonal of more than 5″ has more than doubled year on year in unit terms. All manufacturers have picked up the trend to increase the diagonal without a noticeable increase in the dimensions of the device: frameless smartphones have appeared in the line of each brand.

Every fourth smartphone purchased in Russia in 2017 has a diagonal of more than 5".

The growth rate of the online market is higher than in the traditional channel. M.Video is growing more efficiently than the market: sales in terms of money and items in the Internet channel have almost doubled. Huawei and Honor show a two-fold increase in sales in unit terms online, the demand for Xiaomi has grown 8 times year-on-year in terms of money.

Headphones

In 2017, the headphone market almost doubled its growth rate compared to 2016. Moreover, Bluetooth headphones, including sports ones, became the main driver. This trend is associated with the dynamic development of the smartphone category and the departure of a number of manufacturers from the standard headphone jack. As a result, the demand for smartphone-related gadgets, including headphones, especially wireless ones, is growing. It can be expected that Bluetooth technology will continue to develop in all headphone segments.

Leadership in the headphone market (in terms of money) is retained by Sony. The position of JBL has noticeably increased, Headphones, which now occupies the second line. Philips and Sennheiser, by contrast, lost several percentage points. Thus, the top five market leaders in descending order of share are as follows: Sony, JBL, Philips, Sennheiser, Apple.

Sales of headphones and headsets at M.Video grew in 2017 by 36% in monetary terms and by 33% in units, which allowed the company to strengthen its market share.

The share of the middle (from 2 to 5 thousand rubles) and upper (over 10 thousand rubles) price segments is growing. Sales of premium assortment worth more than 10,000 rubles already account for almost 15% of sales and the increase in absolute terms compared to last year exceeded 100%.

In 2017, the average price of headphones increased by 10-12% due to the growing popularity of more expensive and technological devices - wireless and sports headphones.

Computer technology

Overall market computer technology, which includes desktop computers, laptops, MFPs, monitors and printers, showed positive dynamics. Moreover, all categories either retained the indicators of the previous year, or showed an increase.

Classical computers (desktops) and monoblocks have stabilized in terms of money and have grown in pieces. The laptop market showed slight growth while maintaining the average price at the level of 2016.

One of the points of growth was the segment of home office equipment (monitors, laser MFPs and printers). In particular, the results of large monitors with a diagonal of more than 22″ look very positive at the end of the year.

The notebook segment also finished the year positively, with the main increase in demand coming in the last months of the year. The fastest growing category in the notebook segment was mediabooks, which grew by more than 100% both in units and in money. The absolute share of this category is still very small. Notebooks with big screens, which are purchased to replace desktops.

In the fourth quarter, M.Video's share in the computer equipment market reached 20%.

The leader in the laptop market in terms of sales in pieces was Lenovo, whose share, although declining, was slower than that of ASUS, the former leader in the ranking of PC manufacturers. Year by year growth was shown by HP and ACER. The results of these brands can be associated with the development of the gaming direction. It is also noticeable that other players are trying to squeeze out the positions of these four brands: sales in pieces have increased markedly in Dell, Apple and a number of other brands, which in total already occupy almost 20% of the market.

Internet sales are developing more intensively than the traditional channel. Online sales grew three times faster than the overall notebook market.

Sales of gaming laptops

The gaming laptop segment continues its healthy growth. Piece and cash sales grew 1.5 times.

Lenovo, Acer, HP, Dell are strengthening their positions - their total share in the gaming laptop market has more than doubled and reached 36% in units.

Increasing gaming is also driving the gaming laptop market. In M.Video, sales of gaming PCs already account for 15% of the turnover in the notebook category.

Monitor Sales

Online sales grew by 14% in monetary terms and 26% in units, while the average check on the Internet decreased by 10% over the year

Demand is shifting towards wider diagonals: the segment of 24″ and more is growing. In absolute terms, the demand for monitors with a diagonal of more than 24″ has grown by one and a half times compared to 2016. Along with the growth in the volume of 4K content, the corresponding monitors are becoming more and more in demand: in 2017, sales of monitors with 4K support almost doubled in pieces.

Sales of inkjet MFPs

Demand for this product category was quite high both in the market as a whole and on the Internet. Online sales showed growth by 14% in monetary and piece terms. The share of M.Video in the inkjet MFP market reached 23% in 2017.

Sales of inkjet printers

Demand for this product category online at the end of the year increased by 6% in monetary terms and 10% in units.

Photo equipment

In 2017, the trend towards the narrowing of the Russian market for photographic equipment continued. In general, sales decreased by 19% in money terms and by 32% in units. Market demand continues to focus on professional and premium models.

The category of system cameras demonstrates positive dynamics in the market - the increase in money relative to 2016 was 12.5%. These devices attract photo connoisseurs High Quality in various genres, shot with interchangeable lenses, and are lightweight, compact and stylish in design.

trend recent years what remains are action cameras that have seen healthy growth over the past 4 years. In 2017, in the segment of photo and video equipment, about a third of all piece sales were action cameras. A year earlier, they accounted for up to 19% of the photo-video market.

Sales of action cameras in the Russian market

The intensive growth of the action camera market is associated, firstly, with a decrease in prices for A-brands (GoPro and Sony) at the end of 2016. Secondly, with an increase in demand for budget devices: sales of cameras costing up to 7,000 rubles have doubled year on year. New B-brands have entered the market, such as SJCAM, Smarterra, X-try, which offer competitive models at a more affordable price.

Also, new A-brands, which are already known in the segments of smartphones and photo and video cameras, have announced themselves on the market - Samsung and Nikon. Finally, action camera manufacturers began to position their devices as gadgets for travel and active lifestyles, and not just for extreme shooting which expanded the audience of potential buyers.

Average price of action cameras

The average price for the action range decreased by a quarter compared to 2016 and amounted to 8,900 rubles, which became a historical minimum for this segment of electronics.

Brands in the action camera market

At the end of 2015, GoPro and Sony together occupied up to 60% of the market in unit terms, and in fact, the mass consumer had an idea about action cameras mainly from these two manufacturers. In 2016, the share of these players has already decreased to 40% in unit terms, while SJCAM and Smarterra have increased their shares to 30% for two. In 2017, the trend continued: the “pioneers” of the action camera market occupy no more than a quarter of the market in total, and the number and weight of new players in the segment continue to grow. The top three looks new.

Game consoles

In 2017, the game console market for the first time in two years shows a positive trend in money and units. The trend is associated with the launch and distribution of new products such as PlayStation Pro, Xbox One X and Nintendo Switch, as well as a 10% decrease in the average price of A-brand consoles.

Sales at M.Video are growing one and a half times faster than on the market as a whole. The main driver is online sales of game consoles: they showed growth in money by two and a half times and in units by three and a half. Such dynamics was facilitated by the development of the M.Game project for video game fans: the expansion of the gaming community, active support for the release of new gaming products and regular game streams, gaming tournaments held together with key global publishers, as well as unique price offers.

TVs

For the Russian market, 2017 was a fairly stable year. With a positive growth in sales in unit terms, the market in money terms remained at the level of the previous year, primarily due to a decrease in the average price. The share of M.Video reached 30% in money terms. The share of M.Video in the category of premium TV sets in terms of money and units is at the level of 40%.

The main trend in the TV market is the growing demand for large diagonals from 45 inches. Their unit sales grew by 20% year-on-year. Smart TV technology also continues to increase its share, allowing you to watch almost any content at a convenient time. About half of TVs support Internet access. Moreover, devices with Ultra HD (4K) resolution are gaining popularity - manufacturers reduce the cost of technology and sell up to 51,000 rubles in devices of the middle price segment.

The market leaders are Samsung, LG and Sony. Their total share remains at the level of 80% in terms of money and 65% in terms of pieces. At the same time, buyers have a choice: there are more than 10 brands on the market, including growing demand for Japanese brands: Sharp and Panasonic.

Small household appliances

In 2017, the market of small household appliances (MBT) remained at the same level as the same period last year in terms of money, and in units it showed an increase of 7.5%. Growth in demand for small household appliances was caused both by the general recovery of the market and by a decrease in the average price for a number of categories by 5% or more.

The M.Video company was able to strengthen its leadership positions and, at the end of 2017, took a 29% share in the MBT market.

At the same time, the retailer's unit sales are growing twice as fast as the market ones.

Coffee technology

In 2017, the market for coffee brewing equipment continued to grow steadily – in terms of money and units, sales increased by 9% and 12%, respectively. The share of M.Video increased to 34.6%.

Automatic coffee machines

Automatic coffee machines are one of the drivers of the coffee brewing category. Their sales show positive dynamics both in money and in units. Category sales in M.Video grew by a third faster than the market.

Manufacturers of automatic coffee machines

Six major brands are represented on the market of automatic coffee machines, the top three remained unchanged. Philips, Krups and Jura strengthened their positions, while the share of Bosch, on the contrary, decreased.

Types of coffee machines and their market shares

In 2017, automatic and capsule coffee machines became a little more popular.

Large home appliances

2017 was a solid year for the large home appliances category. The average price decreased by 8%. As a result, monetary sales remained at the level of the same period last year, or increased slightly, while in units the market showed positive dynamics. The market is developing at the expense of the budget price segment - the increase in it amounted to 21% in terms of money. Internet sales of large household appliances added 1.5% in money terms and about 12% in units.

Growth in units was shown by all categories of CBT, with the exception of freezers and air conditioners, which is associated with an abnormally cold spring and early summer.

The results of M.Video reflect the market trend: sales in unit terms grew two to three times faster than in monetary terms. The company's share in the market of large household appliances increased to 25% in terms of money. The growth dynamics of Internet sales in the M.Video network is noticeably higher than in the market: +20% in money terms and +32% in units.

CBT sales are growing most intensively in Siberia and Far East. The company managed to increase its share by 1.5 times after opening stores in the region (Vladivostok, Khabarovsk, Blagoveshchensk). M.Video has the largest shares in the central and southern regions- 28.5% and 31.5% respectively.

Sales of washing machines

As in the CBT market as a whole, sales of washing machines in monetary terms are growing at a slower pace relative to unit sales. Sales of M.Video in money terms are growing twice as fast as the market. The market share of M.Video increased from 27% in 2016 to 28% in 2017 in monetary terms.

Sales of built-in ovens and freestanding cookers

Sales of built-in ovens and freestanding cookers remained at the same level as last year in monetary terms (+1.5%) and increased by an average of 7% in units. The share of M.Video in money remains at the level of 22% of the market. At the same time, the segment of built-in ovens behaved most dynamically: the increase in money and pieces amounted to 3% and 12%, respectively.

Sales of refrigerators

The refrigerator market reflects the same trends as in the CBT market as a whole - cash sales are declining against the backdrop of a decrease in the average price, while unit sales are growing for the same reason. M.Video occupies 26% of the market of refrigerators in money terms.

Wearable electronics

Interest in the wearable electronics segment continues to grow. In 2017, the wearable gadgets market, which includes smart watches and smart bracelets, doubled in value and more than 2.5 times in units. The segment of smart bracelets developed most intensively. Given the current dynamics, we can assume that the prospects for further market development in 2018 will continue.

Sales of smart watches

The smart watch market in 2017 grew by 81% in monetary terms and 2.5 times in unit terms. The average price was reduced by about 10% to 22,000 rubles due to lower prices for the previous Apple line and the expansion of the presence of low-cost B-brands.

Market leaders showed a very noticeable growth. Demand for Apple watches doubled in absolute terms, allowing the brand to maintain its market share. Samsung's share strengthened slightly, in absolute terms, watches from this manufacturer were sold 2.2 times more often than in 2016.

Thus, about 80% of the market is controlled by Samsung and Apple. The rest is divided among themselves by many B-brands, whose names are still little known to Russian buyers. The most successful of them are Cyber, KREZ, Mykronoz, Prolike, Iwown - all of them have more than doubled their growth. Basically, these brands play in the price segment up to 10,000 rubles.

Sales of smart bracelets

Smart bracelets maintain a high positive trend. At the end of 2017, the bracelet market grew 2.5 times in money terms and 3.5 times in pieces and reached 1.24 billion rubles and 474 thousand pieces. The average price has decreased compared to 2016 by a quarter to 2,600 rubles.

The balance of power of manufacturers in this segment is completely different: B-brands play the leading role here. The main player is Xiaomi, it accounts for more than half of the purchased bracelets. An actively developing niche is inexpensive bracelets for children and the elderly, such as the Life Button, Elari, Smart Baby Watch. According to M.Video, such devices can occupy more than 20% of the smart bracelet market in pieces. For comparison, the demand for such socially useful devices in 2016 was noticeably lower, the total share of players was at the level of 5-6%.

The budget price segment up to 10,000 rubles is actively growing. It is here that the main group of B-brands is concentrated - about 10 manufacturers. In the total volume of the market, these players still have a small weight, but they are gradually increasing their influence: year on year, sales of watches up to 10,000 rubles in piece terms have grown 3 times.

Russian specialists retail network M.Video prepared an analytical review of the Russian home appliances and electronics market based on the results of 2015. According to the results of the study, sales in the sector fell by 19.6% and amounted to 1.1 trillion rubles.

Sales at M.Video also showed a negative trend, falling by 5.5% to RUB 191.9 billion. The company notes that in 2015 the share of M.Video in the Russian market of electronics and household appliances increased by 2.4% and reached 16.1%.

Cash payments are gradually losing popularity, giving way to more modern ways. In 2015, the share of buyers choosing non-cash payment increased from 35% to 39%. M.Video analysts attribute this to the active penetration of plastic cards into the regions.

According to the report, last year the most popular were large household appliances, audio and video equipment, computers, mobile devices, as well as small household appliances. At the same time, smartphones entered the Top 5 product categories for the first time. Average check in retail chain stores amounted to 6,760 rubles, and the average purchase on credit was 29,000 rubles.

The share of online sales in M.Video's turnover increased from 9% in 2014 to 11% in 2015. The company's customers increasingly prefer courier delivery self-delivery, the share of which increased from 66% to 69%. The average check for pickup from the store was 11,013 rubles, and for home delivery - 21,345 rubles.

Mobile sales are also growing: in 2015, 38% of purchases in the retailer's online store were made from mobile devices (growth by 2014 was 40%). Of these, 27% are from smartphones, and 11% from tablets.

Internet traffic in the regions was distributed as follows: the most active online users are from Moscow and the Moscow Region (31%), from St. Petersburg and the Leningrad Region (7%), and also from the Krasnodar Territory (5%).

The volume of the market of "smart" phones increased by 9% in monetary terms and amounted to 267 billion rubles, but sales in units decreased by 5% to 26.2 million devices. The dynamics of growth in sales of smartphones in M.Video in money terms amounted to 51%, and in quantitative terms - 7.5%. Analysts emphasize that the devaluation of the ruble had a significant impact on the average cost of a smartphone: the figure increased by 14% and reached 10,190 rubles.

The position of mobile devices on Android has been strengthened due to a wide range of B-brand smartphones in the middle and low price segment.

According to the report for the first quarter of 2016, Android devices still account for the largest market share (87%). iOS remains in second place (10%), and Windows is in third (2%). In monetary terms, Android fell by 3%, iOS grew by 27%, and the share of Windows decreased by 3%.

The headphone market increased by 18% to RUB 9.9 billion. The share of M.Video in the segment is estimated at 13.5%, while sales of headphones and headsets in the stores of the network grew by 40% in monetary terms. Most often they purchase products in the price category up to 1,000 rubles, and the Top 3 manufacturers in terms of money included Sony (21.3%), Sennheiser (13.1%) and Philips (12.9%).

In parallel with the dynamic development of the smartphone market, the segment of smart devices that are easily synchronized with mobile devices. In this group of products, the most popular are smart bracelets and fitness trackers. In 2015, sales of such devices grew by 43% in monetary terms and by 51% in unit terms, to RUB 300 million. and 62,000 pieces, respectively. Jawbone remains the market leader, accounting for up to 70% of sales.

The notebook market continues to show negative dynamics. Compared to 2014, sales decreased from 105.3 billion to 81 billion (by 23%). In quantitative terms, the indicators fell from 4.9 million units. up to 2.9 mln. (by 60%).

Share of online sales in the notebook market grew: from 20% in 2014 up to 24% in 2015. However, the volume of online sales decreased by 8% and reached 19.5 billion. Most often, buyers purchase devices under the brand Lenovo (29.3%), Asus (22.9%) and Acer (16.5%).

Tablets are becoming less and less popular among Russians. Sales in the segment fell by 31% to 54.3 billion rubles, and in units decreased by 30% to 6.6 million devices. Despite the general decline in the tablet market, unit sales in M.Video grew by almost 17% year-on-year, and the company's share reached 13.5%. Tablets with a diagonal of 7” were in the highest demand on the market, and Samsung with a market share of 20.3%, Apple – 19.8% and Lenovo – 14.9% were in the top three.

Tablet PC sales fell 33% in 2015, according to a study by the company. Last year, 6.2 million tablets were sold on the Russian market, while in 2014 - 9.3 million devices.

The home console market fell 40% in unit terms and 18% in monetary terms. In 2015, the market volume was estimated at 8.6 billion rubles. and in 435,000 pieces. The average market price of the console increased from 15,800 to 21,000 rubles, and the PlayStation 4 became the clear leader in sales.

Over the past year, sales of gaming accessories have grown. In particular, online sales of gaming mice increased by 50% in monetary terms, gaming keyboards - by 92%, gaming headphones - by 82%. The share of online in total category sales was 18%, 23% and 21%, respectively.

In 2015, the photographic equipment market showed a significant decline in both monetary and quantitative terms. The volume of the segment in money amounted to 18 billion rubles (a decrease of 39.4%), and in units - 1.3 million devices (a decrease of 52.7%). Category " SLR cameras" And " Compact cameras" Nikon leads with a share of 48% and 37% respectively, and in the category " System cameras- Sony (59%).

Despite the decline in the market for photographic equipment in 2015, the category of action cameras showed significant growth. The market volume increased by 68% and amounted to 1.5 billion rubles. The number of cameras sold increased by 59% to 116 million. M.Video expects continued growth in sales of action cameras, which will be associated with the release of new devices by already known and new market players.

Over the past few years, DVRs have grown from a small segment into a sought-after category. Even with a decline in traffic in 2015, the technology remains promising due to its impartiality in identifying the perpetrators of road incidents. In 2015, the category of combidevices was actively developed - a radar detector and a video recorder in one device.

In 2015, the demand for TV sets in Russia fell by 47%, to RUB 130.5 billion, while turnover decreased by 33%, to 5.3 million units. The share of Ultra HD TV in the market was 15.2%: sales of such TVs grew by almost 50% in unit terms and by 37% in monetary terms, while the average price fell by 8%. The proportion of TV sets with curved (Curved) screen increased by 2 times (up to 6.2%).

According to the report, in 2015 the positive dynamics in the "Audio systems" category was demonstrated by portable devices - All-In-One and Network Media System (network audio solutions, or multi-room). Sony and LG remain the leading players in the home audio market, with combined market share close to 70%.

In the market of large household appliances, there was approximately the same drop in sales of freestanding stoves and built-in ovens in unit terms, but due to a stronger increase in the average price for built-in ovens, the fall in money terms for them was almost 10% less than for stoves. Top 3 manufacturers by turnover included Bosch, Siemens (14%), Gorenje (13%) and Hansa (12%).

In 2015, the market for small household appliances decreased by 13% in monetary terms. Most of all, the drop in demand affected kitchen appliances, and coffee-making appliances became the most resistant to market changes.

Sales of automatic coffee machines remained at the level of 2014, while buyers prefer to invest in more advanced solutions, despite the increase in the average price: more than half of the market (55%) is accounted for by automatic coffee machines and coffee makers, 20% by capsule and 14% by carob . Top brands include Delonghi, Saeco and Bosch.

Other small household appliances:

Experts note the development of the Russian drone market. The main growth drivers are inexpensive amateur models. In 2015, the average price of a drone was 17,000 rubles, a quadcopter - 5,500 rubles, and a radio-controlled toy - 3,500 rubles. In addition, M.Video predicts continued growth in sales in the category of professional drones in 2016.