Major retailers of home appliances and electronics are trying to preserve profits. To stop the drop in sales, chain stores go to extreme measures – to expand its range of unusual products. Next to the irons and washing machines on the shelf lining toys, diapers, sofas and curtains. Retailers adapt to the needs of the customers, claiming a variety of goods – the only way to avoid further fall in demand.
For the first half sales of household appliances in physical terms fell by more than a third. This was the expected result after the economic turmoil, analysts believe the company GFK. According to them, the end of the year we can expect a decrease in retail turnover to 22%.
“In comparison with the previous year in all sales networks has been reduced sales, in general, 20-30%. Major retail chains have suffered less due to more aggressive pricing and inventory purchased prior to the jump course. They drop in sales at the level of 10-20%. Virtually all electronics has risen in price for the year because of the depreciation of the ruble, “- said Sergey Kozhevnikov, Director of Division Panasonic consumer electronics Russia.
According to Anton Guskov, a representative of the Association of Trading Companies and Manufacturers of Consumer Electronic and Computer Equipment (RATEK), since the beginning of the year the market of consumer electronics fell by 30%, the same figure for the rise in prices for all product groups. “Spring retailers attempt somehow to contain the fall in demand have been unsuccessful. To a large extent influenced by a decrease in the price of the ruble. Although the goods, which are collected in Russia, for example, washing machines, microwave ovens, refrigerators, television sets, not more expensive as products hundred percent of imports – smartphones and tablets. In this case, those and other influences of currency fluctuations, “- he said.
In this situation, it is logical that the company chose the way to optimize the range of both online and in retail stores. “In many shops of home appliances and electronics appear drills, saws, jig saws, which is not entirely clear, these products perfect for a different audience. But networks are trying to get out due to their non-standard product”, – says Natalya Morzhova, deputy head of the monitoring of retail trade GFK.
Manufacturers of home appliances and retail RETAIL aware of the need of all kinds of marketing campaigns to attract customers and struggling to stimulate demand for their products.
Experienced sellers of household appliances and electronics do not hesitate to call your Stores department stores. The range of one network replenished goods for children and mothers, household goods, garden and repair, others offer furniture and office supplies. Sellers electronics “Yulmart” put at cosmetics, sports equipment, auto products, and recently even jewelry. Media Markt sells garden tools and repair, “Citylink” offers office furniture, power tools, diapers, stationery and designers LEGO. However, the decision is paying off companies. “Eldorado” gets additional revenue for non-core products, whose share in 2015 could reach for 4%, and by 2016 increase to 7%. Goods for children presented in 230 retail stores with 700 names and 3800 – the online store. On September 30 pilot stores “Eldorado” can be purchased textiles for the bathroom, bedroom and kitchen.
According to Anton Guskov, retailers seeking to expand the range to improve its financial position in a difficult period. He says that companies can not rely on a serious demand. “The share of sales of non-core products will be quite low. This segment will be related products. But the major networks will be able to compete due to heavy traffic in their stores,” – said the expert.
He added that the appliance manufacturers and retail RETAIL aware of the need of all kinds of marketing campaigns to attract customers and struggling to stimulate demand for their products. For example, some use in their sales option 1 + 1, others do not support this idea because of the inefficiency of discounts for the purchase of second and offer products’ prices in 2014 “, others as” chips “are used scores, stickers discounts, coupons or discount for the disposal of old equipment.
However, the market of consumer electronics there is a gradual return of demand from buyers, while falling prices due to some strengthening of the ruble since the beginning of the year, but experts do not expect soon to return the price of the pre-crisis level.
According to Sergey Kozhevnikov, demand generally shifts towards cheaper models, but there are categories where there is a significant increase in sales. For example, household photoepilators – a growing segment of the novelty of the technology. Also, there is an increasing demand for ultra high-definition televisions 4K (Ultra HD), but this is due to the global technology and reduce the cost of redistribution of demand for high-price segment in this category. “As far as arranging consumer prices, it has not changed since last year – in the segment of television, for example, the maximum demand model for 20-30 thousand. Rubles, the same demand remained. Just now, for this price, buyers get easier or brand smaller diagonal, “- said Sergey Kozhevnikov. He writes “The Russian business newspaper”
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