The past year has been the year of the birth of many new markets and the activation of old ones. This was facilitated by a variety of circumstances: a snowy winter, the launch of new satellites and the struggle of municipalities with spontaneous parking.

Text: Yuliana Petrova

Road rally through off-road and sloppiness

Over the year, the share of SUVs in the Russian automobile market increased from 28% to 35.2%. In 2013, for the first time in the history of the Russian automobile market, SUVs began to be sold more than budget cars. All-terrain vehicles (Sport Utility Vehicle, SUV, we call them SUVs) turned out to be the only large segment of the automobile market that grew in 2013. Over the nine months of this year, according to the Avtostat agency, sales of SUVs increased by 10.2%, to 675.8 thousand units, while the entire automobile market fell by 6.7%.

Compact SUVs have been the main contributor to the growth of the SUV segment. Andrey Toptun, head of the analytics department at Avtostat, believes that the main reason for the redistribution of demand from classic sedans and hatchbacks towards crossovers is their convenient geometry in urban environments: high ground clearance, large departure and approach angles, high bumper overhangs. But the most important thing is that the crossover is the most affordable SUV: its cost varies on average from 500 thousand to 1.3 million rubles, while price tags for medium and full-size SUVs start from about 1.4 million rubles.

Foreign manufacturers are trying to make the most of the popularity of crossovers and are actively localizing their production. For example, Renault Duster, the main bestseller among SUVs in 2013, has been produced at the Moscow Avtoframos since December 2011. In 2013, in Vladivostok, at the Sollers joint venture with Mitsui, production of the Toyota Land Cruiser Prado began, at the PSMA Rus Kaluga plant - Pajero Sport, and at the Ford Sollers plant in Tatarstan - Explorer and Kuga crossovers.

Domestic SUVs - UAZ and Niva (now Lada 4x4) showed negative dynamics. Demand for the Niva is declining slightly (-5.9% compared to the same period in 2012) due to the archaic design (the car has been in production for almost 40 years) and the emergence of foreign competitors that are similar in price, explains Andrey Toptun.

In the next three years, the Avtostat agency predicts, the share of the SUV segment in the Russian automobile market will increase to 45-50%. After all, it is unlikely that in such a short period the city authorities will have time to learn how to quickly remove snow or repair roads.

The crossover will take out

According to the AEB, in the first nine months of 2013, crossovers accounted for 24.6% of all cars sold in the Russian Federation. The top five models accounted for about 40% of sales in the SUV segment. The championship is held by Renault Duster (60.4 thousand units). The former leader - Chevrolet Niva - is losing buyers (-12.4%), as is the good old Lada 4x4 (-5.9%). Toyota RAV4 (+45%) took fourth place. Kia Sportage (+2.6%) closes the top five. The growth of mid-size crossovers has stopped (+0.6%), while full-size ones are showing negative dynamics (-6.5%). It was thanks to crossovers that the entire SUV segment grew by 8.7% against the background of a decline in the car market as a whole.

Sat on cards

In August 2013, a unique Pay@gate project was launched at airports and train stations in Moscow and Kazan - payment for travel on Aeroexpress trains directly at the turnstile using Visa and MasterCard bank cards. Not any cards are suitable, but only those that support contactless payment technologies (NFC) Visa PayWave and MasterCard PayPass. The convenience of contactless technology is that to make a payment, a person only needs to swipe the card in front of the reader. Restriction - payment amounts should be small, no more than 1 thousand rubles.

Until recently, contactless technologies eked out a miserable existence in the Russian Federation: there was no infrastructure. Only Raiffeisenbank issued MasterCard PayPass plastic cards in splendid isolation, but there was almost no place for consumers to pay with these cards.

The breakthrough happened only in 2013, when cellular operators and software companies began to work together on contactless payments. They began to introduce more widespread versions of contactless technology - payments from a cell phone, or more precisely from a special SIM card containing an “image” of a bank card. The pioneer was MTS, which at the end of 2012, together with MTS Bank, launched contactless payments for gasoline at LUKOIL gas stations.

The activity of card issuing banks was spurred by mobile operators. Today MasterCard PayPass is already issued by 25 banks, Visa PayWave by 12, and the volume of issue of contactless Visa and MasterCard cards in 2013 amounted to 2 million pieces. Although they still account for less than 1% of the total number of active bank cards in the Russian Federation. Currently, payments using MasterCard PayPass cards are accepted at 1,017 points in Moscow (shops, restaurants, gas stations, pharmacies and paid parking lots). But in other million-plus cities there are still very few of them.

Public transport became the main testing ground for all players. It is on buses and subways that fast micropayments are in demand by customers, says Pavel Sokolov, head of the NFC wallet project at i-free. The market is huge: 50 billion ordinary ticket transactions on transport take place in the country every year, that is, the turnover is approximately 900 billion rubles. The share of contactless payments in a few years may reach, as in the world, 20-30% of turnover. At the same time, Sokolov notes, in Russia all large cities are already equipped with infrastructure suitable for contactless payments.

Courier mission

In 2011-2013, the concept of express delivery changed a lot. This service today involves the delivery of not only postal correspondence, but also cargo weighing 20-80 kg, as well as a variety of related services: temporary storage and packaging of goods, accepting payments, etc. In recent years, due to the boom in e-commerce, the popularity of services for the delivery of small-sized cargo (up to 15 kg) with cash on delivery and for the transportation of goods that require temperature control (for example, cosmetics and perfumes) has been growing.

First surfer in the village

“It’s enough to move a few kilometers away from Moscow or St. Petersburg and you won’t find any 3G, as well as wired broadband Internet access,” says Sergei Alymov, general director of Rusat. In March 2013, Rusat addressed its new ambitious satellite Internet project (SBBA), KiteNet, to suburban residents and summer residents deprived of the Internet. Rusat has set an unprecedented price for subscriber equipment - 8 thousand rubles. per set, which is three times cheaper than the then minimum prices in the Russian Federation, as well as the cheap “Social” tariff - 299 rubles. per month.

The audience for satellite broadband is heterogeneous. Most of them are residents of small towns and suburbs in the central regions of Russia, as well as small companies with offices in the suburbs. The rest are residents of peripheral regions poorly covered by cellular and terrestrial networks.

In six months, KiteNet gained 1.5 thousand individual clients from scratch: more than all other satellite Internet operators in Russia had combined, that is, it became the first truly mass service in the country, says Evdokimenko. This is just the beginning, says Svetlana Shabalina, Rusat's deputy general director for commerce: the company plans to connect about 30 thousand subscribers to KiteNet over the next three years.

The KiteNet project, according to Evdokimenko, became the main growth driver of the broadband market in 2013. Following Rusatom, the largest satellite Internet operator AltegroSky also reduced prices for subscriber equipment. He also introduced the first unlimited tariff in the Russian Federation with a speed of 6/2 Mbit/s (from satellite to user and back) for 6 thousand rubles. per month.

The prerequisites for promoting satellite Internet to the masses appeared at the end of 2012, after Gazprom launched two new satellites - Yamal-300K and Yamal-402 - and leased some of the channels to broadband operators. According to the director of the research department of Comnews Research, Evgeniy Evdokimenko, over the nine months of 2013, the total broadband subscriber base in the Russian Federation doubled, from 2.9 thousand to 6.1 thousand clients. The potential audience of satellite Internet in the Russian Federation, according to Shabalina’s estimates, is 300 thousand subscribers, that is, 50 times more than now. Although, compared to wired broadband access, the sector will still be small: today the number of wired broadband access users in Russia exceeds 23 million people.

Garden Ring Brotherhood

By the end of 2013, the zone of paid city parking inside the Garden Ring in Moscow will include 349 streets, boulevards and alleys of the Central Administrative District, according to the order of the Department of Transport and Development of Road Transport Infrastructure of the capital. According to the order, until December 5, 2013, paid parking will be organized on 98 streets, alleys and boulevards in the Zamoskvorechye and Yakimanka districts. The cost of parking within the Boulevard Ring increases from 50 to 80 rubles. per hour, and the price of parking between the Boulevard Ring and the Garden Ring will be 60 rubles. per hour For five months of operation of paid parking (from June to November 15, 2013), the Moscow budget received 160 million rubles. parking payments. Officials have gotten the hang of it, skeptics say. They have no doubt that in 2014 parking will rise in price to 150 rubles.

Consumable parking space

In 2013, a new trend emerged in Moscow - drivers, when parking in the city center, cover the registration numbers of their cars with a piece of paper or remove them altogether. All parking within the Garden Ring has become paid: an hour of car parking costs 50 rubles. (since December already 80 rubles). Non-payers are caught by “parkons” - recorder cars plying around parking lots. So drivers are trying to hide their license plates from their all-seeing video cameras.

The head of the Moscow transport department, Maxim Liksutov, rubs his hands: from June to November 2013, 4.4 thousand paid parking spaces within the Boulevard Ring brought 153 million rubles into the city treasury, contributed by more than 200 thousand unique customers. In three years, the Moscow government hopes, paid parking will bring 50 million rubles to the budget. per day - then the city should already have 200 thousand parking spaces.

Paid parking is not only an extortion from car owners, but also a large, complexly structured market. To equip a parking lot, you need a lot of things: parking meters, information boards, electronic displays and sensors, barriers and other equipment, as well as software and payment scratch cards. In 2013, the Moscow government allocated 781 million rubles for the technical equipment of park space, not counting 1 billion rubles spent on organizing paid evacuation (including the purchase of 300 “parking” cars and 300 tow trucks).

The most expensive thing is parking meters (machines for non-cash payment for parking with bank cards or scratch cards). They are assembled in Russia from imported components. The largest supplier is Shtrikh-M. In 2013, Moscow purchased 500 parking meters: first, 150 devices for 480 thousand rubles. per piece, then 350 anti-vandal parking meters for 640 thousand rubles.

Cellular companies and networks of payment terminals Qiwi and Eleksnet, which accept cash for parking, also benefited from the authorities’ innovations. But perhaps the luckiest ones are the owners of commercial parking lots. Within the Boulevard Ring alone there are 34 such parking lots with 3.7 thousand parking spaces. And after there were 4.4 thousand paid spaces left in the center instead of 15 thousand “spontaneous” ones, the demand for capital parking increased greatly. According to NDV-Real Estate, in mid-2013, prices for parking spaces in office and shopping centers increased by 25%, from 12.5 thousand rubles. per month up to 17 thousand rubles.

In 2014-2015, the parking infrastructure market will grow tenfold. Since the end of 2013, the Moscow parking experience began to spread to other large cities: St. Petersburg, Yekaterinburg, Krasnodar, Nizhny Novgorod, Sochi and Kazan. For example, according to estimates by the St. Petersburg government, a project to create paid park space in the city for 65 thousand parking spaces will cost the treasury at least 4.9 billion rubles.

RUB 1.17 billion This was the size of the two-way broadband market in 2012, according to ComNews Research. By 2018, the broadband segment, the fastest growing sector of the satellite communications market, will increase at least three times

Express for post office

In September 2013, a postamat appeared at the Vystavochnaya metro station - an automated storage room for transferring goods to people making purchases online. This is the first parcel terminal installed in the Moscow metro: other metro stations will soon be equipped with “transshipment points”, and parcel terminals will also appear at airports and railway stations in major Russian cities. The invasion of parcel terminals is a manifestation of the boom in the b2c express delivery services market. This segment, in turn, is growing thanks to online commerce: in 2013,

According to InSales, the number of online stores in the country has grown from 32.5 thousand to 39 thousand. “Delivery of orders from distance trade stores provides a significant share of the profit of express carriers,” says Alexander Ivanov, president of the National Association of Distance Trade (NADT). In the coming years, the share of the b2c sector in the express delivery market will grow from the current 30% to 50-60%, the expert predicts. Experts estimate the entire b2c express delivery market at $800 million, of which approximately 60% comes from catalog sales, 25% from online trading, and the rest from delivery services to pick-up points. In 2013 it increased by 35% compared to 2012.

According to Konstantin Zheltyshev, operational director of the O-Courier company, the demand for high-quality express delivery services still exceeds supply. Many new operators are emerging, mostly local. In small towns, courier companies are popular, whose walking couriers deliver parcels for 20 rubles. The only way for kids to grow beyond the boundaries of their city or region is cooperation. For example, last year the first logistics aggregator MultiShip appeared in Russia, uniting 15 courier companies.

Unlike delivery within Russia, cross-border express delivery is controlled by several major players: DHL, FedEx, TNT and UPS. Alexander Aldonin, first deputy general director of EMS Garantpost, believes that the growth of the sector was spurred by the state, which in 2013 simplified customs clearance of goods imported into our country from abroad. Throughout 2013, Russian Post was actively engaged in improving the logistics of delivering foreign parcels (which is not surprising after the high-profile scandals due to the failure of their delivery). The SPSR-express company has undertaken to satisfy the growing demand of Russian consumers for the delivery of goods from foreign online stores. According to SPSR-Express CEO Vladimir Solodkin, the company has signed several agreements with Western operators and developed a scheme for delivering goods from British and American online stores in three to seven days.

True, the transport infrastructure in the country has practically not improved, says Zheltyshev: “Over the year, neither new modern highways nor additional flights have appeared. And this is holding back growth in the delivery services market.”

They gave me some slack

Large companies, as a rule, are consolidating the market more and more every year, “eating off” share from smaller competitors. In 2013, the opposite situation developed in some markets.

Text: Dinara Mamedova

Local spill

Since mid-2012, the state has limited beer advertising on television, and since January 2013 it has banned its sale in stalls. The continued advance of the state on the positions of the beer workers caused two effects. The first, predictable: according to the Center for Research of Federal and Regional Alcohol Markets (CIFRRA), over the nine months of 2013, the production of beer and beer-based drinks decreased by 3%. Second, unexpected: advertising restrictions helped regional beer producers, who increased their market share. According to CIFRRA,

in 2013 their share increased from 15.5% to 17.5-18.5%. At the same time, the combined share of the four largest holdings (Baltika, InBev, Heineken, Efes Rus) decreased from 82% to 79-80%.

“Television advertising did a good job of promoting new beer brands,” explains Maria Kurnosova, director of external communications for Auchan Russia. “Nowadays, the client’s choice is not dictated by advertising; large and small companies have almost equal chances for development.”

According to the President of the National Union of Barley, Malt, Hops and Beer and Soft Drinks Producers Alexander Mordovin, by the end of 2013, beer production by small breweries will increase by 10-15% in physical terms. They compensate for the fall in sales of large holdings, so the market volume will remain at last year’s level.

Got into an accident

“The situation on the market is a crisis. Due to man-made and non-man-made reasons,” says Alexander Grigoriev, General Director of Ingosstrakh.

Currently, Ingosstrakh ranks third in the market of compulsory motor third party liability insurance (OSAGO). At the end of nine months of 2012, it controlled 10.2% of the MTPL market with the volume of collected premiums amounting to 9 billion rubles. For the same period in 2013, the company earned RUB 7.6 billion. bonuses. The leader, Rosgosstrakh (controls 40% of the OSAGO market), faces approximately the same situation. Over the nine months of 2013, it collected 25.7 billion rubles. premiums are 12% less than in the same period last year. According to Grigoriev, Ingosstrakh is deliberately reducing sales of MTPL insurance, including by charging zero commissions to agents.

The reasons for the nervousness of leaders is the increase in payments after road accidents, which Russian legislators planned to increase in 2013. In particular, the limit of compensation to the car owner for property damaged in an accident was supposed to increase from 120 thousand to 400 thousand rubles, and for harm to life and health - from 160 thousand to 500 thousand rubles. Amendments to the law on compulsory motor liability insurance are currently under consideration in the State Duma. But market leaders are playing it safe: a large portfolio of contracts with an increase in payments over a short period of time can bring them huge losses.

“Tariffs for compulsory motor liability insurance have not changed over the past ten years, adjustments to territorial coefficients, as well as coefficients based on the driver’s age and length of service, gave only a temporary effect,” says Tatyana Nikitina, head of the project “Insurance Company Ratings” of the National Rating Agency. “In addition, the growth of losses was influenced by inflation, costs of conducting business and the extension of the law on the protection of consumer rights to insurance relationships. As a result, the number of losses regulated through the court has sharply increased. Now victims of road accidents receive fines and penalties under compulsory motor liability insurance, and also receive compensation for moral damages, but this is not included in the insurance rates.”

At the same time, the market is growing: according to the Russian Union of Auto Insurers (RUA), over the nine months of 2013, player premiums increased by 10.5%, to 93.4 billion rubles. Who is increasing their share of it? Currently, small players who are in the second and third tens of auto insurers by revenue are actively selling OSAGO. They have a small portfolio of car owner clients, so in the first year of the amendments to the MTPL law they will not face losses. But due to the influx of customers, they will quickly be able to increase revenue. Of the major players, according to RSA, in the nine months of 2013, AlfaStrakhovanie (from 3.4 billion to 5.2 billion rubles compared to the same period last year) and VSK (from 4.9 billion to 5.9 billion rubles) significantly increased their fees for compulsory motor liability insurance. According to Nikitina, for some players, increasing sales of MTPL policies provides benefits (replenishment of working capital, popularization of the brand, etc.). Today the pros outweigh the cons for them. But the economic effect of the chosen strategy will be known after the end of the insurance year.

Industries for growth