Which own brands of electronics and household appliances are now sold by Yandex, Ozon and Wildberries

I don’t know about you, but I’ve long since lost count of new electronics and appliance brands.

And now their own brands of electronics and home appliances are launching foreign marketplaces. Yandex.Market, Ozon were added, and already in 2023 Wildberries joined them.

Below I will talk about these trademarks, who owns them and why they are recognized. And in the end – a few words about the features of the guarantee for such goods.

What is “private label”

Another Chinese “noname”? No, this is Yandex.

Brands registered by companies for the retail sale of merchandise are commonly referred to as “Private Label” (PTM), or Own brand in the Russian-language press. The idea of ​​STM, which appeared before the birth of the Internet. So, the older generation will definitely remember Japanese-assembled Hi-Fi audio equipment under the brands of Quelle and OTTO manufacturers.

It is interesting that now in Russia private labels account for an excess share of goods sold in retail. You can judge for yourself by the abundance of private labels in Pyaterochka, Vkusville, Auchan, Perekrestok and others. But pay attention to the share of brands in the domestic TV market. Impressive!

F+ tech-Marvel data, Kommersant source

The STM category is easy to identify by name. If it is used with the name of the main brand, for example, an Amazon Kindle reader or a Yandex Station smart speaker, then it is defined as an exclusive category A, enterprises are rightfully proud.

If the name of the STM “about nothing”, which means, most likely, this is mass equipment and electronics with a good set of features and value for money. What marketers call “category B brand“. Less often, these are goods of the middle price range, and Caviar iPhone luxury inlays here are rather an exception to the rule.

Possible “intervention” of the owner of private label in production is also different. So, Apple represents the release of all products from contract partners, but is related to circuitry, layout, design and software exclusively for its employees. In addition, the company places strict requirements on the quality of components, the testing process and packaging.

Apple gadget assembly line at the Foxconn factory.

There is also a limited STM. That is, ordering products with a ready-made design or according to specified parameters, cosmetic changes and “sticking” a company logo. For many goods, this is enough: “for me, please, some 12 volt screwdrivers in a crimson case, and another AAA battery with a green stripe“.

Of course, the production of smart speakers, smart TVs and set-top boxes is closer to the iPhone. And here we finally come to the main question:

Why marketplaces need their own brands

An example of private label from Yandex: Commo accessories.

A large modern marketplace is an ecosystem of goods and services. The company, along with sales of electronics and technology, gets a unique opportunity to promote its own digital services, software, subscriptions, and so on.

So, “Yandex” even before the launch of TVs of its own brand, agreed with more than 20 companies (Hyundai, BBK, DEXP, Novex and others) so that their device works on the Yandex TV platform with Alice voice control.

Other marketplaces may offer different bonuses buyers of devices of their brands. For example, pleasant prices, flexible discounts, loyalty programs or installment plans.

Finally, stable technology partners make it easy to plan the use of your own brand, becoming another “brick” in the ecosystem, increasing the amount of traffic on the platform, and of course, profitability.

So what can modern marketplaces boast of? I have collected for you examples of private labels that are already on the domestic market, or are just planned to be launched.

Remember:

Yandex brands. Commo, Tuvio and Nocord

This is how the first Commo chargers, Yandex’s own brand, looked like.

For the first time, Yandex’s plans to launch its private labels became known in the fall of 2021, but it wasn’t until 2022 that the company applied for the Commo trademark.

Chargers, cables, phone cases, batteries and other Commo products appeared on the Yandex.Market site at the end of March last year.

Today, the Commo line has a fairly large selection of a wide variety of products, from charging holders for smartphones.

Compete on accessories, where under the eyeballs of brands and nonamedefinitely convenient. To do this, Yandex makes an installation on competent pricing, proven technologies, design and assembly in China from a reliable partner.

In addition, Commo accessories come in recognizable branded 21 PAP cardboard boxes that can be recycled.

To the point: Overview of Commo chargers from Yandex. We will compare with Apple charging

In December 2022, Yandex.Market launched the sale of electronics and home appliances under its own Tuvio brand.

The Tuvio microwave looks stylish. And most importantly – perfectly performs its functions.

The Tuvio range includes TVs, washing machines, chest freezers, microwave ovens and electric kettles. Tuvio TVs with Full HD images with 32- and 43-inch diagonals, and, of course, work on the Yandex.TV platform with Alice.

Last summer, together with Tuvio, the company also announced the launch of the Vionic brand, but so far there are no products of this brand on the site. But a wide range of Nocord power tools is available. As is the case with Commo and Tuvio, products are only available on Yandex.Market.

I don’t know about you, but it seems to me that Yandex marketers have overdone it a little here.

And if for cordless screwdrivers the name is Nocord (literally “without wires”) is quite suitable, then for angle grinders and perforators with mains power, softly, not very much.

Ozon has Hartens

Stylish design of the brand Hartens.

Ozon acquired its own brand of Hartens TVs in April 2022 and immediately announced plans to increase more than 100,000 smart TVs with Yandex firmware by the end of the year.

The Russian brand Hartens back in 2006 with production facilities based on the Belarusian Gorizont plant in Minsk, but later it was transferred to the Kvant plant in Voronezh.

Now this plant produces the entire line of Ozon TVs – from budget HD models to modern 4K smart TVs, with diagonals from 24 to 65 inches. In the same place, by the way, they assemble TVs with other brands, including DEXP, Xiaomi, Supra, Akai, Hyundai, BBK, Orion, Starwind, Hi and others.

The selection of Hartens TVs is impressive.

The company says that the launch of Hartens TV sales was successful, and now the marketplace’s private label “is an incentive for unit sales among B-brands.” Now TVs of these brands are sold only on Ozone, but I managed to find several models on Yandex.Market. Most likely, these are the remains of goods before the purchase of the brand.

It seems that Ozone decided not to produce entities unnecessarily, and now they produce their products under the Hartens brand for all electronics and household appliances. In October 2022, built-in ovens and hobs appeared on sale under this brand, since November – wireless speakers.

The current range of Hartens products is represented by more than a hundred products in the category of TVs, computer monitors, audio equipment, built-in appliances and accessories.”

Speakers for the brand are assembled in China, monitors in Belarus, household appliances in Russia.

Wildberries will sell Razz and Ruzz equipment

Wildberries is the latest of the big big ecosystems to announce plans to create brands for home appliances, rugged electronics and mobile devices at the end of March 2023.

The site registered the name Razz and Ruzz at the end of 2022. The marketplace intends to compensate for the lag behind participation in attracting private labels to increase the start.

Already at the first stage, the sale of about 100 products in the category of TVs, refrigerators, washing machines and other types of home appliances began. The company says that test sales of the first products are already on sale, however, as they are present in Moscow, nothing has yet been found for the expected brands.

In the future, smartphones, tablets and laptops are also expected to take on a special brand name. The production of all equipment will be established at the factories of Russia, Belarus and China.

The Wildberries feature is a wide branched network that determines the issuance, and the company intends to take full advantage of this advantage. At first, sales begin in Russia, “in the foreseeable future” – in all countries of coverage, including Armenia, Kazakhstan and Belarus.

The main impact on the market of equipment under private label in the company is called high potential profitability. So, over the past year, sales of appliances and electronics on the marketplace have jumped by 97% compared to 2021. The increase in household appliances was 108%, for laptops and PCs – 132%, for smart home and security equipment – up to 233%.

Who will alert when all items are found

Sticking a corporate logo, getting a certificate, Russifying the interface and documentation – this, as they say, is one side of the coin. Further, all this equipment in one way or another requires technical support and the fulfillment of warranty obligations prescribed in the law on user rights.

In this case, Rospotrebnadzor gave a detailed step-by-step instruction based on the representative of the Law “On Protection of Consumer Rights”. It contains all the options for the goods of sellers. Including, for investigation with private label, when the marketplace itself is a manufacturer and seller.

If it is found that there is a commodity in possession, a simple rule is that a claim to the seller (through the marketplace) can be met during the warranty period (shelf life), service life (and if they are not established within a reasonable time, but within two years). See paragraph 1 of Article 19 of the Law. The examination can be carried out both independently and by the marketplace. If the marriage is confirmed as a result of the examination, the marketplace reimburses the full cost of the goods and additional costs for the examination if it was carried out by users.

– paragraph 8 of the step-by-step instruction prepared by an employee of the Law “On Protection of Consumer Rights”

For the convenience of buyers, at the end of the instructions are links to materials that may arise in the event of claims on the Wildberries website, Yandex Market and Ozon.

And in the end – one more nuance: the provision of a guarantee. Everything is very simple here. Like all other manufacturers, marketplaces must comply with mandatory warranty obligations on their equipment.

For example, the warranty for Commo accessories consists of 1 year from date of purchaseHartens equipment also has a 1-year warranty period.

But Yandex gives quite a decent 5-year danger to its Nocord power tools and Tuvio household appliances.

As for questions about returns and a label for a technically complex product, another useful instruction from Roskomnadzor will help you here.

Now you will not confuse brands and will know what to do if you purchase low-quality goods under your own trademarks of domestic marketplaces.