© gfk 2013 | russia @ canton fair | 16. april 20131 russian market global understanding local...

© GfK 2013 | Russia @ Canton Fair | 16. April 2013 1

RUSSIAN MARKETGLOBAL UNDERSTANDING LOCAL FOCUS Max Bystritskiy. CIS Region Head. GfK Consumer Choices


SIZE

AGENDA

STRUCTURE

SALES


SIZE


RUSSIA overview

Source: world fact book


SDA +18%MDA +16%CE +10%

12,1%


DRIVERS of GROWTH in RU market: #1 Growing income

Source: Rosstat

Real population income2005 =100%


52,7 mln – 2002 54,6 mln - 201052,7 mln – 2002 54,6 mln - 2010

Source: Rosstat

DRIVERS of GROWTH in RU market: #2 Growing number of households


DRIVERS of GROWTH in RU market: #3 Continuous growth of home loans

Home loans indexSource: analytical center Delta Credit

2013 = 1 131 000 Mio Rubles

Jan

FORECAST 2013: +9%Q1 2013 = 199 500

Feb Mar April May June July Aug Sep Oct Nov Dec

2013


MDA+9%

IT

+11%

SDA

+12%

ESTIMATED MARKET GROWTH 2013

TELECOM

+17%

+10%


STRUCTURE


In 2012 Russian Consumers spent > 40 Billion USD on Technical Goods


TOP SELLING PRODUCTS that generate ~60% of the market turnover

18%19%19%14%

6% 4%From ~0% to 5% in a yearFrom ~0% to 5% in a year


All Sectors +Webbooks Russia Panelmarket Jan 10-Dec 10 - Dec 12

Sales Value RUB

© GfK | 3/2013

PRJ 76112 - RG 2175920 - RP 11345514 - ID 292421954

SMART-MOBILEPHONES

PTV/FLAT

MOBILE COMPUTING

MEDIATABLETS

DESK COMPUTING

DIGITAL CAMERAS

COOLING

WASHINGMACHINES

COOKING

MONITORS

VACUUM CLEANERS

LASER CARTRIDGE

MOBILE ENHANCE.

MEMORY CARDS

MFD

Others

Jan 10-Dec 10 Jan 11-Dec 11 Jan 12-Dec 12 Jan 12-Dec 12 Dec 12

20,6

2,0

3,3

2,8

4,6

5,9

3,7

4,9

13,5

12,9

19,9

19,7

2,1

2,7

2,8

4,0

5,7

4,0

5,7

15,2

13,4

17,9

18,9

2,8

4,1

5,7

3,8

5,0

4,5

14,2

13,6

18,2

18,9

2,8

4,1

5,7

3,8

5,0

4,5

14,2

13,6

18,2

16,9

2,4

3,1

3,8

4,0

5,3

7,5

12,6

17,8

18,7

Jan 12-Dec 12

Total

SMART-

MOBILEPHONES

PTV/FLAT

MOBILE

COMPUTING

MEDIATABLETS

DESK

COMPUTING

DIGITAL

CAMERAS

COOLING

WASHINGMACHINES

COOKING

MONITORS

VACUUM

CLEANERS

LASER

CARTRIDGE

MOBILE

ENHANCE.

MEMORY

CARDS

MFD

Others

10,6

12,3

11,7

3,4

246,4

-3,6

3,8

10,2

11,4

12,2

-18,7

13,9

-1,0

21,3

16,6

-0,8

6,2


NATIONAL CHAINS

RETAIL STRUCTURE

RETAIL???

SPECIFIC CHANNELS:Kitchens, Telecom,

Computer, Photo

INDEPENDENT

HYPERMARKETSREGIONAL CHAINS

PURE INTERNET


Complexity at first sight


All Sectors

National Chains incl. all channelsPRJ 76112 - RG 2175920 - RP 11425876 - ID 332999233

CE Photo SDA MDA IT/OE Telecom

2025

4

21

26

33,4

3

13

5

4

31

46

25

23

6

18

29

5

11

37

47

55,2

4

54

35

7

63

5

8

16

75

12

8

NATIONAL CHAINS

REGIONAL CHAINSHYPERMARKETS /C&C

ONLINE RETAILERSCOMPUTER STORESTELECOM STORESALL OTHERS

Russia, Multi Channel Management


All Sectors +Webbooks

© GfK | 3/2013

Share of Internet Sales RUSSIA

From 5,5 % in 2011

To 10 % in 2013

+60

+102012 Offline sales

2012 Online sales


11 time zonesEach region like a separate country

© GfK 2013 | Russia @ Canton Fair | 16. April 2013 23© GfK | 3/2013PRJ 76112 - RG 2175920 - RP 11423823 - ID 293220265

33%KRASNOYARSKEKATERINBURGNOVOSIBIRSKN.NOVGORODKAZANSAMARAROSTOV-ON-DONCHELYABINSKVOLGOGRADYFAPERMVORONEZHOMSK

REST OF RUSSIA

~57%

ST. PETERSBURG

MOSCOW 18%

TOP 15 BIGGEST CITIES

CENTRAL

12%NOTHERN

11%SOUTHERN

17%PRIVOLZHIE

10%URAL

12%SIBERIA5%FAR EAST

7 REGIONS


All Productgroups Russia Panelmarket 15 Mio cities January 2012 - December 2012

Sales Val RUB

© GfK | 3/2013

PRJ 76112 - RG 2175920 - RP 11425877 - ID 293220361

44,3

14,6

4,7

4,2

3,73,5 3,3

3,2

3,0

2,9

2,6

2,6

2,6

2,5

2,2

MOSCOW

KRASNOYARSK

ST.PETERSBURG

EKATERINBURG

SAMARA

NOVOSIBIRSK

ROSTOV-ON-DON

CHELYABINSK

KAZAN

PERM

VORONEZH

YFA

N.NOVGOROD

OMSK

VOLGOGRAD

0 20 40 60 80 100

Price Index %

76,0

80,2

82,8

84,2

84,2

85,4

85,9

87,6

89,5

90,3

96,0

98,5

100,1

106,0

113,5

Price Index %

Each city – different consumer environment

MOSCOW

ST. Pete

Two capitals make major part of the biggest cities turnover, ~60%

Average check can differ up to 35%


SALES. WHITE GOODS MAIN TRENDS


HOT TRENDS

DESIGN INNOVATION

MULTIFUNCTIONALITY

GROWTH


HOT TRENDS

MULTIFUNCTIONALITY

GROWTH


PECULARITIES of RU cuisine


30%

60%

35%

Tea drinking nation falling in love with coffee


SDA 18 groups, MULTICOOKER Russia Panelmarket Jan 11-Dec 11 - Dec 12

Sales Value %

© GfK | 2/2013PRJ 129469 - RG 3425179 - RP 17551782 - ID 353359185

Jan 11-Dec 11

Jan 12-Dec 12 Dec 11 Jan 12 Feb 12 Mar 12 Apr 12 May 12 Jun 12 Jul 12 Aug 12 Sep 12 Oct 12 Nov 12 Dec 12

23,2

9,6

3,4

6,25,2

3,4

7,5

10,2

4

5,1

10,4

2,8

4,4

8,9

20,9

9

4,4

5,5

4,4

3

6,8

8,9

3,4

5,3

9,4

3,7

2,6 3,4 3,8 3,8 3,9 4,8 7

2

8 9 12 16 19

5

BREAD MAKERS

DEEP FRYERS

EL. THERMO POTS

FOOD STEAMERS

FOODPREPARATION

HOT BEVER.MAKER

JUICERS/PRESSES

KETTLES

MEAT MINCERS

TOASTERS

DENTAL CARE

HAIR CLIPPERS

HAIR DRYERS

HAIR STYLERS

SHAVERS

ELECTR. HEATING

IRONS

VACUUM CLEANERS

MULTICOOKER

From 2,6% in January

2012

Multicookers exploded RU market

To 19% in Dec 2012


BUILT-IN MWO

FS MWO

65

35%

72

28%

90

10% avp~640 USD

WESTERNEUROPE

CENTRAL-EASTERN EUROPE RUSSIA

Small apartments call for compact and multifunctional devices


HOT TRENDS

INNOVATION

GROWTH


>16>16%%

22%%

+18+18,2%,2%

+28,5+28,5%%

+149,3+149,3%%

+214,4+214,4%%


BUILT IN HOBS PanelmarketELECTRIC

PRJ 61041 - RG 2191596 - RP 17990790 - ID 358982233

Russia

57

43

68

32

22

76

INDUCTION

NO INDUCTION

ELECTRICAL HOBS

WESTERNEUROPE

CENTRAL-EASTERN EUROPE


REFRIGERATORS WITH DISPLAY+ 29% growth rate

REFRIGERATORS WITH DRAWER+ 51% growth rate

REFRIGERATORS MARKET INCREASED BY 13%


HOT TRENDS

DESIGN

GROWTH


COOLING CIS (RU,UA,KZ) Panelmarket January 2012 - December 2012

2 DR FRZ. BTM NO FROST Sales Value %

PRJ 61041 - RG 2191596 - RP 17990608 - ID 358979732

STAINLESS STEEL

METAL LOOK

SILVER

GLASS/MIRROR

BLACK

WHITE

Others

<=560.00 (r) >560.00 <=650.00 (r) >650.00 <=780.00 (r) >780.00 <=1050.00 (r) >1050.00 (r)

5

74

15

6

13

49

25

11

14

41

26

18

17

25

3

21

3

31

19

15

2

11

13

38

<=560 $ >560 <=650 $ >650 <=780 $ >780<=1050 $ >1050 $

Combi RefWith No Frost

$ $$$

STAINLESS STEELMETALSILVERGLASSBLACKWHITEOTHER COLORS

Black and Glass – for premium segments

Black and Glass – for premium segments

Stainless stillStainless still

FRONT DECORATION COLOR


Jan 12-Feb 12 Jan 13-Feb 13 Jan 12-Feb 12 Jan 13-Feb 13

HAND BLENDERS MEAT MINCERS

974 1.054 1.071 1.201Million

0

2

4

6

8

10

12

14

16

Shar

e

1,9

9,2

13,915,1

Jan 12-Feb 12 Jan 13-Feb 13

KETTLES

1.411 1.518Million

0

2

4

6

8

10

12

14

16

18

20

22

Shar

e

2,5

14,4

2,9

18,0

HOUSING MAT.:GLASSHOUSING MAT.:CERAMIC

HOUSING MAT.: METAL


THANK YOU+7 916 035 88 74MAX BYSTRITSKIYCIS REGION HEAD GFK CONSUMER CHOICES

© gfk 2013 | russia @ canton fair | 16. april 20131 russian market global understanding local...

Documents

canton fair

size slide

sight slide

year slide

online sales slide

russia overview source

sectors webbooks gfk

share of internet sales