Russians switch to domestic electronics brands

Market analysis indicates an increase in the adoption of domestic brands of household appliances and electronics among Russian consumers. Market players and industry experts have reported to Izvestia that there has been a significant increase in sales of these products, with some categories witnessing growth of up to two times compared to the previous year. For instance, M.Video-Eldorado reported a 164% surge in sales of gaming accessories, headphones, and headsets, while data storage devices, air conditioners, and domestic monitors saw a 57% to 63% increase. Other retailers and manufacturers have corroborated this trend.

Sales of Which Russian Electronics Jumped in 2024
A notable trend in the electronics market in 2024 has been the increased demand for Russian brands, as reported to Izvestia by the M.Video-Eldorado chain and confirmed by other market players. This surge is particularly evident in the gaming accessories category, where sales surged by 143% in monetary terms and by 164% in quantitative terms. The company attributes this growth to the rapid expansion of the gaming industry, the increasing number of eSports events, and a number of other factors. Domestic brands in these categories have demonstrated a commendable ability to adapt to these trends, as noted by the retail chain.
A significant increase was also observed in the domestic data storage devices sector, with an increase of 110% in monetary terms and 61% in quantitative terms. The retail chain attributed this growth to the rapid response of Russian manufacturers to the increased demand for storage media from users. This has led domestic companies to invest in the development of factories producing such products.
Now before I continue I would like to make an appeal,if you like and enjoy my videos you can help me fund the channel and my websited sco brics insight .com and to further develop it. You can do this by making a small donation which you can do by clicking on the thanks button at the bottom of the video screen. Everybody who donates does get a personal thank you from me
The demand for monitors from Russian brands has also surged, with sales rising by 110% in monetary terms and by 57% in quantitative terms.This growth can be attributed to the transition to digital work processes, the increasing prevalence of remote work, and the rise in the number of users participating in eSports, as noted by M.Video-Eldorado.

Domestic brand air conditioners also demonstrated significant growth, with demand surging by 76% in monetary terms and 63% in quantitative terms. This is primarily attributed to the unusually hot summer, according to the retail chain.Among Russian brands, Yandex, Polaris, Redmond, Sber and Weissgauff led in terms of sales.Izvestia reached out to these companies for further insights.

Sergey Uvarov, Commercial Director of M.Video-Eldorado, told Izvestia that there is a steady growth in demand for Russian brands, and that this trend will strengthen. He noted that consumers are increasingly choosing domestic manufacturers because of their competitiveness, availability and high quality of products.
The MTS press service informed Izvestia that they are also observing an increase in sales of Russian electronics in certain segments. For instance, in 2024, sales of TWS headphones in Russia totalled 49.4 billion rubles, with 17.6 million units sold. Overall sales of electronics and equipment from Russian brands reached 680 thousand devices, valued at 750 million rubles, marking a 6% increase in units and a 24% growth in revenue compared to 2023. The growth in sales can be attributed to the expansion of the model range in the affordable segment, as emphasised by the company.
Wildberries also corroborated this trend, reporting a surge in turnover of household appliances and electronics (HE) on their marketplace, reaching nearly 70% last year.Both domestic and foreign-made electronics are demonstrating robust growth, with several hundred percent increases being recorded for specific brands. The company anticipates the continuation of this trend, as domestic manufacturers are expanding their product lines, offering competitive prices and implementing effective marketing strategies.
In 2024, sales of domestically produced smartphones on Wildberries increased by 780% in real terms.In general, the share of Russian products in the BTiE category amounted to 59%, with the highest degree of localization observed in the large household appliances segment.

— We are noticing a clear shift in buyers' interests towards expensive and complex goods, — the company added. This shift is driven by increased consumer confidence in goods sold on marketplaces, facilitated by enhanced warehouse and logistics infrastructure, as well as a growing seller base.

Domestic technology is driving sales growth
By the end of 2024, Sber TV sales in units had increased almost twofold compared to the previous year, and sales of smart speakers had grown by 15%, according to Denis Filippov, head of SberDevices, in an interview with Izvestia.As in other segments, users are increasingly interested in generative AI technologies in the electronics sector, so the company is also expanding the integration of its "smart devices" with artificial intelligence.
 The growth in demand for Russian-made goods in a number of segments is due to the fact that they operate on domestically developed software, which guarantees stable operation and regular updates, according to an industry expert. For example, Sber's smart TV devices have their own operating system for Smart TV – Salute TV – whose market share almost doubled in 2024.Sber's smart home platform, which operates on its own cloud infrastructure and Russian servers, is also actively developing.

The press service of the Redmond company informed Izvestia that there has been significant market transformation in recent years, with companies seeking to replace foreign brands that have ceased trading. Consequently, in 2024, Redmond strengthened its position in the middle and middle+ price segments, with sales volume increasing by 20% in unit terms compared to 2023.
 This positive shift was influenced by both the market conditions and the brand's reputation. In the face of the predominance of one-day brands from Asia, consumers have increasingly sought out well-known names, demonstrating a shift in brand loyalty. The company attributes this growth to consumers' heightened discernment when selecting household appliances, underscoring the value of quality and longevity. The company's commitment to customer satisfaction is underscored by its provision of comprehensive after-sales and warranty services, as well as the capacity to source replacement parts for devices even 10 years after purchase.The Association of Trading Companies and Manufacturers of Household Electrical and Computer Equipment (RATEK) acknowledged the emergence of a trend towards increased sales of domestic equipment, particularly large and medium-sized models. However, the organisation emphasised the importance of a clear understanding of the concept of a Russian brand. Some Russian companies manufacture their products in China, and production that is localized in the Russian Federation often belongs to Turkish firms. However, neither of these can yet replace imported portable equipment, such as smart watches, smartphones and other gadgets.
In a recent interview with Izvestia, Denis Kuskov, CEO of TelecomDaily, highlighted a notable trend in the domestic market. He noted a growing demand for products such as headphones, headsets and smart speakers, primarily from domestic brands. This is driven by the strategy of offering competitive prices in an intensely competitive market, which has led to an increase in both personal and gift purchases.Additionally, there has been a slight rise in the refrigeration equipment category. The growth in monitor sales can be attributed to the increasing demand for self-assembled computers, which are more cost-effective than ready-made alternatives.According to the expert, this trend is set to continue, with an increasing number of companies planning to relocate their manufacturing operations from China to Russia over the next three years.