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© GfK 2013 | Russia @ Canton Fair | 16. April 2013 1
RUSSIAN MARKETGLOBAL UNDERSTANDING LOCAL FOCUS Max Bystritskiy. CIS Region Head. GfK Consumer Choices
© GfK 2013 | Russia @ Canton Fair | 16. April 2013 6
DRIVERS of GROWTH in RU market: #1 Growing income
Source: Rosstat
Real population income2005 =100%
© GfK 2013 | Russia @ Canton Fair | 16. April 2013 7
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
© GfK 2013 | Russia @ Canton Fair | 16. April 2013 8
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
© GfK 2013 | Russia @ Canton Fair | 16. April 2013 9
MDA+9%
IT
+11%
SDA
+12%
ESTIMATED MARKET GROWTH 2013
TELECOM
+17%
+10%
© GfK 2013 | Russia @ Canton Fair | 16. April 2013 13
In 2012 Russian Consumers spent > 40 Billion USD on Technical Goods
© GfK 2013 | Russia @ Canton Fair | 16. April 2013 14
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
© GfK 2013 | Russia @ Canton Fair | 16. April 2013 15
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
© GfK 2013 | Russia @ Canton Fair | 16. April 2013 17
NATIONAL CHAINS
RETAIL STRUCTURE
RETAIL???
SPECIFIC CHANNELS:Kitchens, Telecom,
Computer, Photo
INDEPENDENT
HYPERMARKETSREGIONAL CHAINS
PURE INTERNET
© GfK 2013 | Russia @ Canton Fair | 16. April 2013 19
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
© GfK 2013 | Russia @ Canton Fair | 16. April 2013 20
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
© GfK 2013 | Russia @ Canton Fair | 16. April 2013 22
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
© GfK 2013 | Russia @ Canton Fair | 16. April 2013 24
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%
© GfK 2013 | Russia @ Canton Fair | 16. April 2013 26
HOT TRENDS
DESIGN INNOVATION
MULTIFUNCTIONALITY
GROWTH
© GfK 2013 | Russia @ Canton Fair | 16. April 2013 29
30%
60%
35%
Tea drinking nation falling in love with coffee
© GfK 2013 | Russia @ Canton Fair | 16. April 2013 30
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
© GfK 2013 | Russia @ Canton Fair | 16. April 2013 31© GfK | 8/2012PRJ 61041 - RG 2360938 - RP 14733893 - ID 332033618
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
© GfK 2013 | Russia @ Canton Fair | 16. April 2013 33
>16>16%%
22%%
+18+18,2%,2%
+28,5+28,5%%
+149,3+149,3%%
+214,4+214,4%%
© GfK 2013 | Russia @ Canton Fair | 16. April 2013 34
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
© GfK 2013 | Russia @ Canton Fair | 16. April 2013 35
REFRIGERATORS WITH DISPLAY+ 29% growth rate
REFRIGERATORS WITH DRAWER+ 51% growth rate
REFRIGERATORS MARKET INCREASED BY 13%
© GfK 2013 | Russia @ Canton Fair | 16. April 2013 37
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
© GfK 2013 | Russia @ Canton Fair | 16. April 2013 38© GfK | 4/2013PRJ 51179 - RG 3591371 - RP 18273798 - ID 363265518
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