SHOPPING CENTERS TODAY RUSSIA | NOVEMBER 2018 | 52
Определение динамики развития международных брендов в России.
• Определение уровня проникновения международных розничных сетей в России.
• Выявление наиболее перспективных городов для экспансии международных брендов.
• Определение основных тенденций развития международных сетей в России.
Задачи исследования:
Масштаб исследования:
• 524 международных бренда (без деления на развитие напрямую или по франшизе);
• 66 крупнейших городов России.
Период исследования:
2 полугодие 2017 года — 1 полугодие 2018 (Н2 2017 — Н1 2018)
External factors
Despite gradual recovery of the economy real disposable income and retail turnover remain significantly below their level in 2013. Despite on the year-to-year real income growth by 0,9% in H1 2018 for the first time in 5 years due to the increased average nominal wages, but the purchasing capacity of the population is approximately 9% lower in comparison to the beginning of 2013.
Brands: openings and leavings
33 new international brands entered the Russian market
during the reporting period H2 2017 – H1 2018*
For the last 5 years the peak amount of new international brands came to Russia was noted in the 2014-2015 period of crisis as brands are planning
their expansion strategy in a new market in advance. In the Н2 2017 – Н1 2018 period vast majority of new brands preferred to open their first store in Moscow shopping centers. SEC Metropolis became the leader by new openings through increasing its tenant pool by 6 new brands. 21 international brands left the Russian market in their return. As a rule, 50% of all newly entered brands, operating for less than a year, tend to leave the country.
«Children’s goods» retailers started an active expansion
The number of new international brands increased considerably – from 1 last year up to 7 new brands in the current year. Herewith, it mainly concerns the brands of kids clothing, continuing development of fashion retail in Russia in general.
No new international brands in «Electronic appliances»
Among the electronic appliances chains the most active global players – manufacturers of smart phones – have already launched their brands on the Russian market during the previous years. At the present moment an active expansion of the East-Asian monostores is continuing in Russia.
International brands: price segment
The “Middle” price international brands share exceeded 50%. The activity in “Middle+” price segment has been reduced: the number of new brands in the Russian market has been decreased; the growth in the number of shops became negative.
No newcomers in “Low” price segment are recorded 2 years in a row: the brands that are represented in that segment in their countries of origin can turn out to be in “Middle” price segment because of the personal income difference. In addition to that, many brands consider country risks. Therefore, they don’t enter Russia directly when entering via franchise leads to even more significant increase in prices for the brands’ goods. “Low” price segment is dominated by federal brands; nevertheless “Low” price segment has considerable expansion prospects via outlet-centers in Russia.
International brands: price segment
The positive difference between the number of opened and closed retail stores is seen for the first time after 3 years of stagnation. International brands have opened 235 retail stores more than they closed. The growth occurred before the drastic wave of sanctions against Russia; interest rates reduction also had their influence on the situation.