The crisis led to the expulsion of the Japanese brands with the TV market of the Russian Federation


Reducing the demand for televisions in Russia is hardest hit by Japanese manufacturers in this class of household appliances: from the AV business in Russia has actually gone Sharp, Panasonic share by revenue for televisions decreased to almost zero, previously stopped exports of Toshiba TV, writes “Kommersant” with reference to sources in the home appliances market.

According to the publication, the sales of TV sets in Russia decreased by 47%, while dollar sales decreased by 56%. Market sources told the publication that due to the reduction of the market after Toshiba stopped supplying the country televisions and other consumer equipment, delivery of AV to Russia actually stopped Sharp.

Regional Manager Gregory Sharp Timchenko told that all the TVs that were sold in recent months, were brought in 2014, the new company has stopped to deliver to Russia in the first quarter of 2015. He also explained that the company refused to fight for market, “with dim prospects” for lack of the necessary resources, while Sharp continues to sell in Russia major household appliances and office equipment.

The sources also said that Panasonic has reduced its stake in the TV market from 2% to almost zero (by revenue). “Panasonic is concentrating on the premium segment, where it has a 3-5% market share. Mass segment is not as interesting as it became an arena for price wars with Chinese and Korean manufacturers,” — said Director of division consumer electronics “Panasonic Russia” Sergey Kozhevnikov.

First place in sales of TVs by the end of 2015 LG came out with a share of 29%. Samsung lost about 4 percentage points and ranked second with a share of 28%. Moreover, the paper notes, in terms of revenue, Samsung retained the first position: or 33.7% compared to 32.7% in LG.

Earlier, on 15 February, the first Deputy head of the Bank of Russia Sergei Shvetsov called on the Russians to save and not to spend money for purchase of household appliances during the economic crisis. “If there is economic downturn, people should respond rationally, and not buy on several TVs and several washing machines. It should be understood that tomorrow may lose their job, so the propensity to save here should prevail over the propensity to consume”, he said at a press conference about financial literacy.