“It’s mine, dear”: how Ozon is trying to capitalize on the patriotism

Work online store Ozon.ru

Photo: Valery sharifulin/TASS

Online shop Ozon has decided to use the growth of Patriotic sentiment and launched the project “Is all mine, dear.” But patriotism is not a particularly affects the daily consumer preferences, experts say

“Russian spirit in every home”

A new section in the catalog on the website Ozon.ru includes five sections according to commodity categories: “Russian spirit in every home” (furniture), “Russian style” (clothes), “Rest on-Russki” (Hobbies and interests), “Gifts with soul” (Russian traditional Souvenirs), “nostalgia for the Soviet Union” (goods of the Soviet period). Among Russian brands, presented in the section — clothes Finn Flare, the manufacturer of the filter Barrier, manufacturers of cosmetics, Green Mama and Natura Siberica, Pavlovo Posad shawl manufactory and Gzhel porcelain factory, says a representative Ozon.

The section consists of more than 150 thousand products (on Ozon.ru sold 5 million products, including 1.5 million books). As says the representative of the ozone daily traffic new section — 10 thousand people. For comparison to other product categories on the site apply from 1 thousand to 8 thousand customers per day. Ozon have launched this section because it “positions itself as a Russian store,” says a representative of the company (shareholders Ozon — investment Fund Baring Vostok and AFK “System”). In addition, the company refer to the reviews of their customers who “want to buy Russian goods”.

As Ozon

In 2015 revenue Ozon.ru increased by 33% to RUB 15 billion, with market growth by 15%, said CEO Danny Perekalsky. Over the past two years the company managed to reduce the loss by 50%, and in 2017 it plans to reach break-even.

Patriotism in stock

Promotion of Russian goods — a Federal trend. Next year, Russian goods can get a special marking — “Made in Russia” from the Ministry of industry and trade. “The effect of country of origin”, according to the author of the initiative of the Ministry of industry and trade, is an important instrument of state policy. The Ministry is confident that the country the product packaging is a significant factor when buying and “increases the loyalty of the Russians to such products.”

Managing partner Kirikov Group Daniil Kirikov said that the appearance of the marking “Made in Russia” is reminiscent of a move used by U.S. marketers in the 1970-ies in response to the expansion of German and Japanese manufacturers was launched with the slogan “Be American — buy American”. “The project gave a positive, but rather short-term effect: the U.S. government was still forced to resort to protectionist measures”, — the expert reminds.

The participation of retailers in projects for the promotion of Russian products is due, in the opinion Kirikova, two factors. “First, such a policy would allow to use for the temporary increase in sales of echoes of the Patriotic enthusiasm associated with the Ukrainian crisis and events in Syria, the expert believes. — Secondly, the implementation of this initiative will give the opportunity to once again emphasize loyalty to the business policy of the state in General and the leadership of the Ministry of industry and trade in particular.”

What the mass consumer changed their attitude towards domestic products and the degree of patriotism has increased, it is no coincidence, I’m sure the managing partner of branding Agency Depot WPF Alexey Andreev: “There is a certain public policy, which is quite systematically implemented. These signals hear consumers and business.” In his version, but no risk, but just “kills two birds with one stone”: “that involves consumers (many will come on this banner) and at the same time declares that the signals heard.”

However, the Executive Director of the Commonwealth “RusBrand” Alexey Popovichev notes that the success of any such project depends not only on slogans, but also on the quality of products offered. In his opinion, the Russians graciously relate primarily to food products of domestic production. Other product categories — fragrances, cosmetics, clothing, shoes — the less specific, “people prefer foreign products”, said Popovichev. It is therefore often successful domestic projects sound like foreign, such as Carlo Pazolini, Mr. Doors, adds the interlocutor of RBC.

That the use of Patriotic sentiment does not guarantee success with consumers recalls another project of the Ministry of industry and trade. In the fall of 2015, the Ministry launched the project “Fashion. Made in Russia” on one of the world’s largest online platforms — Chinese AliExpress. To participate were invited 466 Russian companies, but 369 of them refused. And already in the summer of 2016, it became clear that the project failed for a few months, pilot customers had made only 24 of the order. “Before the end of last year it became clear that in its current form the draft does not work, its activities were effectively suspended until development of a new operating decisions and the pricing policy of participants,” — wrote on his page in Facebook the CEO of Alibaba Group in Russia mark Zavadsky.

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