MANUFACTORY 4.0.
Moscow November 17-18, 2022
MARKET LAW — CONSUMER'S DESIRE
DAY 1: Plenary session "Course on the consumer market: will the Russian light industry be able to replace foreign brands?" Sessions: "Helping hand: effective support measures for small and medium-sized producers", "Overcoming the crisis in the leather industry"
At the first Eurasian Economic Forum on May 26, Vladimir Putin, answering a question about import substitution, replied that "import substitution is not a panacea, it is necessary not to copy, but to be one step ahead."
For the Russian light industry operating in the B2G and B2B segments, the task is ambitious. Since the times of the USSR, light industry enterprises have competed in carrying out planned production. However, the formation of this plan and communication with consumers have historically not been within the competence of manufacturers. We have learned to cover the basic needs — to produce efficiently, quickly and inexpensively — but we have not learned to anticipate and shape the desires of consumers.
Today there is no shortage of clothes in Russia - there is a shortage of brands that create a model for self-identification. To occupy their niche, it is necessary not to dump the price, but to create value. Today, it is not so much the color, cut and quality of tailoring that makes clothes in demand and relevant, as the filter of the picture on which this thing is depicted. Brand content on social networks is becoming more important than the clothes themselves. To take a place in the hearts of consumers, light industry enterprises have to go a long way before.
Moderator: Dmitry Guberniev, Russian TV presenter, sports commentator of the Match TV channel, editor-in-chief of the United Directorate of Sports TV Channels of VGTRK. Winner of the TEFI Prize in 2007, 2015 and 2019.
DAY 2: Session "Ahead of desires: how to anticipate and satisfy consumer demand?"
block "Sales system: effective channels and formats"
Russian mass-market brands have worked the season out of competition with foreign companies. Most of them are expanding their product lines, opening new stores and trying to close empty niches. At the same time, there is a drop in household incomes, rising unemployment, instability of the national currency, rising inflation, problems in logistics and gaps in supply chains.
Are Russian clothing manufacturers able to overcome the next wave of the crisis? To what extent have consumers switched to local brands or use the services of intermediaries? Do they choose high-quality things or save on clothes? And what standards should a light industry product meet to enter the b2c market?
Moderator: Roman Plusov, Journalist, presenter of newscasts on TV channels "Russia 1" and "Russia 24", advisor to the Director of the First Media Academy of Plekhanov Russian University of Economics.