Xiaomi will bring in Russia laptops and TVs

Photo: Reuters

Chinese manufacturer Xiaomi is preparing to begin sales of laptops and TVs in Russia. Samples have already appeared in stores of the brand, the launch may take place in late may. However, analysts doubt that the changes would be to use the Russians have the same demand as the smart phones under this brand

Chinese technology company Xiaomi, known in Russia primarily as a manufacturer of smartphones, plans to sell here and other products. In a number of shops Xiaomi in Moscow and Vladivostok the samples appeared laptops and TVs marked as “coming soon” was convinced the correspondent of RBC.

In Xiaomi flagship salon in the Metropolitan shopping center “Aviapark” and the company store in Vladivostok there are two demonstration models. This Xiaomi Mi Notebook Air with a diagonal of 12.5 inches and 13.3 inches RAM 4 GB and 8 GB, respectively. In the Xiaomi store on the Warsaw highway is also marked as “coming soon” presents….

Neither the sellers nor the representative of the company did not name prices for new items. The seller of one of shops has informed that the goods are certified, and the official launch is expected in late may. According to the representative of Xiaomi, they are going to announce the date of start of sales later. “The company is engaged in adapting products to the Russian market and doing everything possible to expedite this process,” he said. According to him, Xiaomi does not intend to remain the only manufacturer of smartphones. Xiaomi has invested in 77 companies that design and produce products that are not related to smartphones, tablets, and laptops.

Before laptops and TVs under the brand of the Chinese brand were sold only in Asia. In Russia official sales of these products was not, but it can be purchased in a little-known online stores. The price of Xiaomi TV, Mi TV 3S Curved in the Internet stores starting from 106 thousand RUB, the price of Xiaomi laptop models start from 32 thousand rbl.

Stagnant markets

In the Chinese market Xiaomi started to work since 2010, releasing first own firmware, then smartphones, accessories, fitness bracelets, home electronics. In Russia, the company came in the summer of 2016 via the network of “Svyaznoy”, “Euroset”, etc., and in the autumn the company “Smart orange” (“daughter” distributor RDC Group) began to develop a retail network under the brand name of Xiaomi in the country. The network now has six outlets by the end of the year, plans to open 20 stores in the cities.

At the time of release on the domestic market at the expense of those who purchased smartphones abroad, the manufacturer already had a 0.4 percent market share in volume and 0.8 percent in cash, wrote “Vedomosti”. In the first quarter, the vendor failed to enter the top 10 by revenue, estimated by analysts “Coherent”. According to “M. Video”, in the first quarter it sold almost the same number of Xiaomi smartphones, and for all of 2016 with the release of the brand on the market. As previously told RBC representative of Xiaomi, before the end of the year he intends to be in the top 5 by revenue on the Russian market.

The smartphone market continues to grow in Russia. According to “M. Video”, in the first quarter of this year, smartphone sales grew by 5% compared to the first quarter of 2016 and $ 6 million. The sellers of these devices has saved 72 bn, which is 3% higher than in the first quarter of 2016.

Different dynamics of the markets for notebooks and TVs. In the first quarter sales of portable computers increased by 5% compared to the first quarter of 2016 and amounted to 620 thousand units. The volume of this market remained at the previous year — 19 billion rubles., estimated at “M. Video”. Leaders of both the number of units sold and by revenue, was Asus, Lenovo, Acer and HP.

The number of sold TVs, according to “M. Video”, remained at the level of the first quarter of last year to 1.2 million units. Revenues in this segment declined 4%, to 31.3 billion rubles, About two thirds of the market in Grand falls on LG, Samsung and Sony.

“The TV market is highly competitive, says the Director for public relations RATEK Anton Guskov. — His leading players are in Russia, local production, for example — have Samsung, LG, TPV (Philips)”. According to gouskova, it affects the price of the product and speed of delivery. “If Xiaomi will be able to offer a lower price and additional options, design, custom innovations, then they have a chance. As for laptops, the market is also saturated, success depends on being able to get a buyer,” he says. Agree with him Director General of information-analytical Agency TelecomDaily Denis Kuskov. He believes that successful sales of own retail Xiaomi will not be enough, you need to connect “Eldorado” “M. Video” and other big hitters. And even then, he doubts that manufacturers will be able to win a significant share.

According to senior analyst at IDC in Russia Natalya Vinogradova, laptop Xiaomi may be “optimistic Outlook for the Russian market with relatively small volumes of deliveries”. “These laptops have good technical characteristics, stylish design and in its price segment are cheaper competitors’ products,” she notes. Thus, according to preliminary data from IDC for the first quarter, the growth of the notebook market reached 39.3%. “From the point of view of supply to the market is not stagnating and is showing signs of recovery — explains Vinogradova. — Therefore, the interest of companies in this segment of mobile device friendly”. MediaMarkt, the representative indicated that in comparison with smartphones, TVs and laptops are more marginal categories. “Expansion of the range Xiaomi is a logical step. Both from the point of view of increasing knowledge about the brand in Russia and gaining market share for these categories,” — said the representative of the network. In his view, the success of the Chinese manufacturer will depend on the choice of distribution channels, the availability of partner support in Russia and competitive prices.

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