2023-10-14 11:22:00
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14.10.2023 14:22, Vladimir Myronenko
There has been a change of leaders in the Russian TV market – instead of South Korean Samsung, which has dominated for the past nine years, the Chinese company Haier has taken first place in sales this year, reported “Kommersant”. The top three sales leaders are now only Chinese brands. According to experts, companies that leave Russia risk completely losing the Russian market.
Image source: haieronline.ru
According to the Fplus holding, even the Haier brand, which was not among the top three in 2022, occupied 11.5% of the Russian TV market in units (665 thousand) and 15.3% in money (22.1 billion rubles) at the end of nine months of 2023 .), while a year earlier the share was 7.4%. The top three sales leaders in quantitative terms also included Chinese Xiaomi (8.3% of the market) and Hisense (6.6%). Samsung still has only 5.1% of the market, down from 25.3% a year earlier. The share of televisions of Russian companies’ own brands increased over the year in units from 17.5 to 22.3%.
In just nine months, 5.7 million TVs were sold in Russia, which is 35% more than last year, according to Fplus. M.Video-Eldorado reported an increase in sales of televisions in Russia by 40% to 5.8 million units and in monetary terms to 145 billion rubles. The Haier brand, which took third place a year earlier, is also called the sales leader here.
In 2022, following the outbreak of events in Ukraine, a number of foreign brands, including Samsung, LG and Sony, stopped supplying products to Russia, following which the share of the former leaders began to fall, and retailers’ own brands occupied 20% of the Russian market. To maintain its presence in the market, LG began to adapt the software for the Russian market at a plant in Poland, and then supply devices to Russia through Belarus.
According to Holodilnik.ru commercial director Alexey Pogudalov, Haier’s main competitor in the Russian TV market will remain Hisense, which occupies 10% of the market in terms of money, as well as TCL (5%). Xiaomi, Philips and Toshiba have prospects. “If Samsung does not change its policy towards the Russian Federation, then it may soon go into oblivion, as happened with Panasonic,” – said the expert.
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