As an expert, POSITRONICA told about the actual situation in the consumer market in the Privolzhsky Federal District.
“Realnoe Vremya” online newspaper has prepared an analysis of the total retailer sales turnover in the regions of the Privolzhsky Federal District (PFD). By the end of the year, Tatarstan has overcome its neighbor, Bashkortostan, by as little as 0.33 % (843.9 bln RUB vs. 841.1. bln RUB) for the first time ever for the last five years. Total figures for PFD inspire optimism – the annual growth has increased from 1.7 % in 2016 to 5.2 % in 2017. This growth is two times higher than the official inflation rate. According to retailers inquired by “Realnoe Vremya” analytical service, businesses have managed to achieve such results due to retargeting money-saving buyers. <…>
Sergey Krbashyan, General Manager, POSITRONICA:
“Last year we were focused on online sales and working on a new version of our website positronica.ru. We also optimized our business processes. By the end of the 2017 financial year, the volume of online sales increased by 42 % and totaled 17 % of the entire retail network while the sales volume by every measure increased by 10 %. The “POSITRONICA” project a franchise-type project, and every year more and more new partners join us. For now, our network comprises over 180 shops.
Our average purchase amount has increased by 4.3 % and totaled 9,338 rubles, thus overcoming market data (according to Data Insight, the growth of the average purchase amount is 2 % in comparison to the figures for the last year). Usually, product groups such as “Telecom”, “Laptops” and “TV” bring the highest income. Of course, we should mention an explosive growth in sales of computer components and video cards. In the post-crisis 2017, the sales growth was expected – and we actually observe the growth, but it is not so “explosive”, just about 7–10 % in comparison to 2016.
Buyers still want to pay for comfort and functionality, i.e. for compact kitchen equipment. We offer a variety of products, including expensive toaster models and products in the middle price spectrum, the cost of which is less than 1,000 rubles. However, the average purchase amount in this category is 1,550 rubles. As for sandwich and wafer makers, we have similar figures – 1,850 rubles. The demand for such products remains stable.
Really changes have occurred in preferable brands of mobile phones. B-brands such as: Digma, Xiaomi, Meizu, Micromax, etc. show an evident sales growth. The market drivers remain unchanged – these are Apple и Samsung, but despite their leading positions in terms of income (55 % in total), they are actually losing positions in natural units (24 % in total).
On average, buyers from PFD were ready to pay in 2017:
POSITRONICA franchise partners observe the sales growth based on installment and credit buying; all the more reason for this is that since 2017 this option has become available as an online service. Every year we observe the growth and higher demand of this offer. By mid 2017, we have implemented the “Halva” credit card. For this period of time, the system has proved to be as a good operating tool that has a positive effect upon the purchasing capacity in all regions, and therefore, upon the sales growth.
Today, buyers prefer the quality; however, the price is still very important but not decisive.
Our network offers buyers all-in-one service package: low prices, high-quality products and first-class services, plus a wide range of goods. You will find over 40,000 products in our catalogue. It is difficult to single out the decisive factor, but we always appreciate and take into account opinions and feedback from our partners and buyers. We hope for a better future and going to grow by 15 %”.
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