Smartphone OPPO N1
Photo: Rachen Sageamsak / ZUMA / TASS
Russian mobile retailers and leading Telecom operators are preparing to launch a new Chinese smartphone brands. Among them is OPPO and Vivo, entering sales into the world top 5
Russian operator MTS, a part of the “big three” talks on cooperation with Chinese BBK Electronics Ltd, a manufacturer of smartphones that OPPO and Vivo brands, told RBC representative of MTS Dmitry Solodovnikov. “Probably, MTS, the largest non-food retailer, may be seen as a way out of these brands on the Russian market”, — said Solodovnikov.
Negotiations with the major Chinese brands which are not yet represented on the Russian market, leads another leading operator, VimpelCom, told RBC a source close to the company. What exactly the producers — he said. Press-Secretary of “VimpelCom” Anna imasheva refused official comments.
The President of the network of shops “Euroset” Alexander Malis to the question, does the company negotiate with Chinese brands, said that “the company communicates with all players in the market, but it works when it gets interesting for all parties, especially buyers”. In a similar way said representatives of other major players in the market of “MegaFon”, “Svyaznoy” and “M. Video”.
The Vivo representative told RBC that at the moment has no information about how the company carries out the negotiations on entering the Russian market. The press service of the OPPO did not respond to a request RBC.
Both the Chinese brand in 2016, entered the world top 5 the number of sellers of smartphones, according to research firm IDC. In the Chinese market, OPPO has been a leader and Vivo took the third place.
OPPO is now officially present in more than 20 countries, including USA, Australia, UAE, etc. Vivo is present in India, Thailand, Vietnam, Indonesia, etc.
Owning the brands of BBK Electronics, one of the largest electronics manufacturers in China. The fame of the company has received through a DVD player that played all formats of discs, including damaged. The Corporation has a representative office in Russia under the name “Trading house BBK”, as well as three service centers in Moscow.
Samsung Electronics have tried to bring to the Russian market their smartphones: start of sales of the device OPPO Find 5 was scheduled for April 2013. In may 2013, was registered as a company “OPPO digital”, which carried out the distribution and support of products. However, a year later, after the withdrawal of several of the budget models, the company decided to discontinue. As reported by the portal TelecomDaily, with reference to General Director of “OPPO digital” Eugene Zemskov, the brand launch was successful, but actual sales were lower than expected. According to sources, the company was going to sell to Russians annually not less than 100 thousand smartphones in the price range of 20 thousand.
“Unofficial” smartphone Vivo and OPPO, imported from other countries, in the hands of the Russians quite a bit, says a leading analyst of Mobile Research Group Eldar Murtazin. According to his estimates, both Chinese brands has prospects in the domestic market. “It all depends on how they go and with whom [from cellular retailers],” said Murtazin.
Data on the best-selling in 2016, the brands on the Russian market, IDC did not provide. According to the assessment of MTS, Russia’s top 5 looked like this: Samsung, Apple, ZTE, Lenovo and Fly.
According to “Coherent” Chinese smartphones in physical terms, took 33% of the Russian market in 2016, their share in monetary terms reached 22%. According to the representative of “Coherent” Sergey Tikhonov, the demand for Chinese products is growing: in comparison with the year 2015 smartphones it sold 20% more in units and 39% in the money. The most popular among Russians, according to Svyaznoy, last year was products under the brands Lenovo, Huawei, Meizu, ZTE and Xiaomi.
Xiaomi has entered the Russian market in the summer of 2016. Her first products appeared in “the Messenger”, “Euroset” and other retail, and distributor in the fall of RDC Group opened the first monopoly salon in the shopping center “Kaleidoscope” in Moscow. In January of this year, Xiaomi held about 1.9% of the Russian smartphone market in units, according to “Vedomosti”. In December last year, Xiaomi was ranked fourth in the number of connections to a Wi-Fi network in the Moscow metro.