What dangers through distributors with exclusive market communication brings and how German manufacturer in Russia can be active. First, the good news: Russian consumers like German products and services very much. “Russians think that made in Germany” is a guarantee of the product quality, durability, style and safety. This positive image causes Russian manufacturers to develop product brands that supposedly come from Germany. ErichKrause (stationery), Summit (metal tableware), Emperor (household appliances) and many others can be cited as such brands.
The para choir consists of, that these goods for the most part in China established itself in the Russian market far more comfortable than feel genuine German products. Almost monthly requests of Russian constituents go at advertising agencies, for them to develop a Western brand, under which they same goods however with the remarks made for German technology and designs Italian designers, from English materials”can sell. At the same time I have extensive experience in working with the representatives of foreign companies in Russia such as Paul Hartmann, BD medical, SunInbev, Samsung and others and know that foreign companies make currently unsuccessful attempts, the consumer to prove that they are real, Chinese while their competitors products”and corresponding value for money offer. And here we go with the bad news. The Russian consumer is lazy and disinterested. The seller in Russia understand can perceive but so far no manufacturers abroad nor in Russia itself. Buyer are geared to noticeable differences, not features real, obvious for professionals.
The German manufacturer of medical equipment and consumables can fight so much for the recognition of the market the buyer will be the cheaper alternative prefer. On the other hand demonstrate appliances made in Germany”record sales even at inflated prices. In another perspective, this tendency leads to minimize and even complete leveling competitive advantages of German production of technologies in the Russian market.