The CHiQ brand is owned by Changhong-Meiling Corporation. As noted in Marvel Distribution, the company is among the top 5 manufacturers of Chinese home appliances.
The equipment will be sold on the Ozone and Wildberries marketplaces in the Vsyosmart retail chain, as well as through some regional partners of the distributor. The cost of refrigerators will be 33 thousand rubles, washing machines – 20 thousand, freezers – 15 thousand.
As Evgeny Kharitonov, editor-in-chief of Ferra.ru noted, CHiQ brand refrigerators and washing machines already available in Russia will have to compete only in the middle and flagship segments. Now the market share of affordable household appliances is divided between Belarusian and Russian brands (Atlant, Nordfrost), Italian Sugar, Turkish Arçelik (Beko). At the same time, Russian buyers appreciate the “Chinese premium” in household appliances. According to Kharitonov, if CHiQ can keep prices lower than those of Haier or Gorenje, it will be able to establish itself in the Russian market.
The distributor says that in case of good sales, CHiQ will be able to expand the product range offered in Russia. But Kharitonov is of the opinion that the success of the new brand in the TV and monitor segment in the Russian Federation is unlikely.
Kharitonov states that CHiQ is also unlikely to be successful in the monitor market. People will prefer to buy Taiwanese AOC and Acer monitors alongside Philips. There are also MSI, Xiaomi, Huawei and Asus. The budget models include Chinese one-piece brands, while DEXP in the DNS retailer network, Digma and Starwind in the Citilink network.
Thus, Kharitonov summarizes, without localization or dumping, CHiQ monitors would not be able to take a significant market share in the Russian Federation.
Source: Ferra
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