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Experts expect an increase in prices for equipment due to the rise in the cost of components and the fall of the ruble. The demand for televisions in Russia was closed by Chinese companies and retailers' own trademarks / Alexander Ryumin / TASS

The number of televisions sold in Russia in the first half of 2023 exceeded not only the level of January – June of last year, but also the level of sales before the start of its and the mass exodus of foreign brands from the Russian market. In the first six months of this year, 3.8 million televisions were sold, which is 35% higher than a year ago, when 2.8 million units were sold, and 13% more than in the first half of 2021, when Russians bought 3.3 million devices. This follows from the statistics of the GC "F+ tech | Marvel." The growth of TV sales by 35% year-on-year was also confirmed by the head of the Cinema and Sound department of the M.Video-Eldorado group Alexey Nikonov. At the same time, in monetary terms, the segment decreased by 7.5% year–on–year - from 100 billion rubles in the first half of 2022 to 92.5 billion rubles in 2023. In the first half of 2021, the market volume was at 86.2 billion rubles. 

During this period, there was a significant redistribution of brand shares, follows by the data of analysts. So, a year ago, 60% of the TV market in money was occupied by Korean companies LG and Samsung, now their combined share is only 22%. At the same time, sales of TVs of Chinese brands are growing (for example, the share of Haier increased from 6.5 to 10.6%) and retailers' own brands (STM). The share of the latter increased from 7.9 to 10.8%, following from the data of "F+ tech | Marvel." 

Leading Chinese manufacturers have replaced Korean brands primarily due to a large assortment, including in the upper price segment, and a more attractive cost even with comparable technical characteristics, says Nikonov. This year's leaders in the M.video-Eldorado networks are Chinese Hisense, Haier, and Japanese Toshiba.

The second trend in the TV market, according to him, is an increase in interest in devices from Russia and the CIS. In the top 5 sales in quantitative terms, M.video-Eldorado has its own Hi trademark, interest in TVs with OS from Yandex and Sber is also growing, Uzbek Artel occupies a significant share, Nikonov said. At the same time, sales of Belarusian Vityaz televisions (sold, among other things, with the Salyut TV platform from Sber) decreased by 55% over the year, and their market share decreased from 2.7% to 1% year-on-year, analysts of F+ tech noted | Marvel."

A representative of Citylink told Vedomosti that the company's sales data are "comparable to the market."

At Ozon, in the first six months of this year, sales of televisions in units increased by 200% relative to the first half of 2022 and by more than 300% relative to the first half of 2021, said Alexander Milkin, Director of business development of the marketplace in the electronics category. At Wildberries, the growth in TV sales in units year-on-year was 61%, the company reported.

A representative of Citylink told Vedomosti that the company's sales data are "comparable to the market."

At Ozon, in the first six months of this year, sales of televisions in units increased by 200% relative to the first half of 2022 and by more than 300% relative to the first half of 2021, said Alexander Milkin, Director of business development of the marketplace in the electronics category. At Wildberries, the growth in TV sales in units year-on-year was 61%, the company reported. 

THE MOST POPULAR TV SETS BRANDS SOLD IN RUSSIA   

in % of total quantity sold in the first half of the year 

2022

Samsung	17.9%
LG	17.4%
CTM	17.1%
Xiaomi	6.6%
Haier	6.5%

 

2023

CTM	22.4%
Haier	10.6%
Hisense	7.5%
Xiaomi	8%
Samsung	5.2%

 P.S. СТМ means the own brand of retail chains.

 

Source: https://www.vedomosti.ru/business/articles/2023/07/12/984854-prodazhi-televizorov-previsili-pokazateli?utm_campaign=newspaper_12_7_2023&utm_medium=email&utm_source=vedomosti