In 2023 deliveries of tablets to Russia decreased by 27%
Source：Press service of GS Group
From：Taiwan Trade Center, Moscow
Update Time：2024/03/31
Analytical Center GS Group reported that the import of tablets to Russia for 2023 falls for the fourth year in a row
According to customs statistics, in 2023 deliveries of tablets to Russia decreased by 27% compared to last year. Almost all market leaders have lost in sales since 2022, one of the obvious outsiders - Samsung, its sales dropped by 91%.
Previously popular market leaders are losing their positions
If in 2020 the 5 main tablet market leaders Huawei, Samsung, Apple, Dexp, Lenovo occupied 82% of the market, now their share has decreased to 48%.
The most frequently imported brands in 2023 were:
- Huawei - 4%, 329,649 units
- Honor + 2844%, 159,144 units
- Apple - 21%, 155,397 units
- Dexp - 62%, 100,380 units
- Digma - 16%, 96,894 units
Parallel import demand decreases
Parallel imports are also steadily decreasing: if from the 2nd quarter of 2022 parallel imports accounted for 27.5% of all imports of tablets to Russia, now it is almost half as much - only 15%.
China continues to hold the leadership
Last year, PRC producers accounted for 42% of the market, while this year they accounted for 64%. Against this background, the presence of foreign producers that have left Russia is becoming increasingly limited.
Market leaders
Import share review
Currently, there are six companies leading in sales in the Russian market in 2023: Huawei, Hon-or, Apple, Dexp, Digma and Teclast. These producers represent 70 per cent of the total imports into the country.
When analyzing the market share data, you can divide the leader and two large groups. The leader is represented by the brand Huawei, its share of total imports is 25% (330 thousand. Unit.). The first group is represented by Honor (159 thousand) and Apple (155 thousand), they brought 12% of tablets. The second group: Dexp (RF, 100 thousand), Digma (RF, 97 thousand) and Teclast (95 thousand) each imported 7% of the total value.
For the first three quarters, Huawei imported in almost identical quantities with a difference of a couple of thousand units, but in the fourth quarter, import volumes fell by almost half. Honor imported in equal quantities with a falling peak in the 3rd quarter (70.5 thousand) and a decline in the 4th quarter, which is associated with the release of a new model in May. The curve of changes in the import values of Apple and Digma tablets is represented by a decrease in the spring and an increase by the New Year. Dexp imported 100 thousand tablets in the 1st quarter alone; Teclast tended to increase import volumes from quarter to quarter (14 thousand > 21 thousand > 26 thousand > 33 thousand).
Comparison with 2022
The positions of almost all market leaders are quite unstable. Only Huawei and Digma managed to maintain values close to 2022. Apple, despite parallel imports, lost ground and lost a little more than 20% of its 2022 figures. Dexp dropped by more than 2.5 times (from 262 thousand to 100 thousand units), which is due to the lack of supplies in the second half of 2023.
New players have taken their place: Honor’s indicators from almost zero imported tablets last year rose above Apple’s values in 2023. Also, the Chinese Teclast imported 3 times more goods than a year earlier.
It is also worth remembering about Samsung and Lenovo, which once occupied the first and second place in the volume of supplies. In 2023, they imported 35 thousand. and 20 thousand. tablets respectively. Such values are 80% lower from the last year.
Last time Samsung was the leader in the import of tablets in Russia in 2022 (393 thousand). In 2023, the brand lost everything and fell into the depth of the import list with 35 thousand. units of imported goods (3% of market share).
Samsung market share by years:
- 2021 - 27% (794 thousand. Unit);
- 2022 - 22% (393 thousand. Unit);
- 2023 - 3% (35 thousand. Unit).
In 2021, the brand Lenovo from China was in second place in terms of the volume of import of tablets to Russia (457 thousand. devices). In 2022, volumes fell to 135 thousand. devices (by 70%). In 2023, the fall continued and by the end of the year the number of imported devices was only 20 thousand. (a fall of 85%).
New players
In 2023, new brands from China began to appear in the Russian market. Some had entered the market a year earlier and some had appeared for the first time.
For example, Xiaomi, which has long been closed-down at high sales of equipment in other categories, imported its first large volume of tablets in 2022 (>80 thousand units). The brand has not yet succeeded in blowing up the Russian market, but there have been no major losses.
A year later, Xiaomi reduced its imports to Russia by 19%, importing over 65,000 units.
Realme, in turn, began importing tablets in 2022 and immediately with 64 thousand. Great success was not achieved and in 2023 the Chinese brought already half as much.
It is also worth noting the companies Blackview, Innoi, Chewi, HTC and TCL, which first brought their tablets to Russia in 2021-22 and imported at least 10 thousand in 2023.
Source: https://www.novostiitkanala.ru/news/detail.php?ID=174949&ysclid=ls8lmuhjbh878408457