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"Apple" did not save
According to the results of nine months, sales of laptops in Russia, albeit symbolically, surpassed sales of Dell, HP and Apple in the USA, recording market shares of 11.6% and 10% respectively. Domestic brands benefited from an increase in their own advertising activity, as well as the departure of American competitors from the market. The undisputed leadership (more than 70%) is still held by Chinese and Taiwanese brands such as Asus, MSI, Lenovo and others.
From January to mid-October 2024, 2.58 million laptops worth 163.3 billion rubles were sold in Russia, which is already 12% more in value terms and 6% more in parts than last year's figures for the entire year, Marvel told Kommersant Distribution. At the same time, domestic laptops have already taken up 11.6% of the market, overtaking American laptops. The combined share of Apple, Dell, HP, etc. does not exceed 10%. In 2022, the total share of American brands was 30%, Russian - 4%. According to Marvel Distribution, last year, the share of vendors from the United States accounted for 13%, and from Russia - 7%.
Among the brands that have grown the most are Fplus, Digma, Aquarius and Kraftway. At the same time, the main share (70-72%) is occupied by Chinese and Taiwanese brands such as Asus, MSI and Lenovo. In April last year, the Kommersant newspaper reported that the Taiwanese laptop brand Asus had surpassed its brother MSI. The leader in the Russian market. Asus then had 17.5% of the device market, and MSI - 7.8% (see Kommersant from April 15).
According to M.Video-Eldorado, 290 thousand domestic laptops were sold for 12.9 billion rubles in nine months, which is 29% more in quantity and 64% more in value compared to the same period last year.
The leading Russian suppliers include OSiO, Digma, Irbis and Fplus. "There are no problems with maintenance and warranty with domestic laptops. Spare parts are always available. In addition, state enterprises and enterprises are actively switching to solutions from the Russian Federation, which contributes to sales growth in this category," emphasizes Kirill Isaev, head of the laptop department at M.Video-Eldorado.
The brand's representatives said that sales of Digma and Digma Pro laptops in 2024 increased by almost a quarter due to increased advertising activity. They expect sales to continue to grow, but the company did not explain why.
According to estimates by Maxim Rodionov, head of the purchasing department at distributor 3Logic Group, about 3 million laptops will be sold in Russia in 2024, with the share of Russian devices amounting to about 10%. The main sales channels have become markets and federal networks selling electronics. "The increase in the share of Russian laptops is mainly due to the huge growth in sales volumes in the low-price segment of 25-30 thousand rubles," he says. Russian and Chinese "B" brands have gradually begun to replace the niche of the departed American brands. According to him, domestic players will continue to strengthen their presence, but some suppliers may soon lose their representation in the market. The laptop manufacturing business is very competitive.
Vice President of distributor OCS Olga Dorovskaya reported that 24% of laptop sales in their company were Russian products. At the same time, more than half of the demand was provided by the corporate segment. Ms. Dorovskaya attributes the growth of sales in the consumer segment to the fact that Russian companies have begun to more actively enter direct sales. "Until 2022, domestic manufacturers focused on the commercial segment, but with the departure of foreign vendors, this market has also become free," she adds. However, she emphasizes that it is more difficult for consumers to trust domestic brands, so Russian laptops will only be able to gain a foothold in retail in the next three to four years with active marketing support.