In Russia, in 2023, the demand for wearable electronic devices (smart watches, headphones) may decrease by 20% in unit terms, Kommersant writes with reference to distributors.
Today, the market is facing an influx of counterfeit devices, the sources say. The growth in the share of counterfeit electronics began in the summer. Today, products of “little-known brands” occupy up to half of the market, in stores they admit that outwardly these devices look like gadgets from well-known brands.
The distributor diHouse believes that the increasing share of counterfeit products in the market leads to a decrease in demand. Chinese alternatives to Western brands only offer the low and mid-price segments, the company explains. In addition, consumers have not yet fully adjusted to products from little-known brands. diHouse points out that the closure of Apple and Samsung in the country has seriously affected the sales of portable electronic devices.
By the end of the first quarter of the year, the drop in demand may be 20% in monetary terms, they say in F + tech – Marvel Group of Companies.
According to the publication’s sources, Russians are less willing to buy equipment and wary of buying a fake. By the end of the year, the counterfeit products had the same value as the originals, which disappeared from the market in the summer. According to F+ tech – Marvel Group of Companies, the share of “little known brands” reached 46.2% in units based on the results of 10 weeks of the current year.
Thus, the share of the American manufacturer JBL, which until February 2022 was one of the leaders in the Russian market, fell from 22.9% to 6.6% year-on-year. The proportion of speakers of this brand also fell, but not as drastically: from 32% in early 2022 to 16% in early 2023.
The premium brand segment experienced the most severe decline. The share of Harman Kardon speakers dropped by 81%, Sony by 67%, and nearly doubled (48%) at British Marshall.
As specified in the M.Video-Eldorado network, manufacturers offer devices that visually resemble the devices of well-known brands, but such equipment is not fake or counterfeit. They added that with the arrival of new manufacturers over the past year, the average check for wireless headphones has fallen by almost a third. Today it is 2.8 thousand rubles.
The HSE study showed that one in seven residents of the country knowingly bought counterfeit goods last year.
Author:
Natalia Gormaleva
Source: RB
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