Biryulin Maxim Vasilievich biography. iron march
Name Russian Federation
DECISION
The operative part of the decision was announced on 01.07.2015
The full text of the decision was made on 06.07.2015
Judge Antsiferova Oh.The. (referee code - 61-724)
When maintaining the protocol by the secretary of the court session Fedosova A.D.,
Having considered at the hearing the case under the claim SP Biryulin M.The.
to the defendant OOO "Petroleum Environment RU"
for the recovery of 656,000 rubles.
starring:
from the plaintiff – Kondratiev Oh.C. by power of attorney b / n dated May 20, 2015;
from the defendant - did not appear, notified.
SET UP:
IP Biryulin M.V. filed a claim with the Moscow Arbitration Court against OOO Petroleum Environment RU for the recovery of a debt in the amount of 500,000 rubles, a penalty in the amount of 34,500 rubles. for the period from 02/06/2015 to 02/28/2015. in view taken by the court according to Article. plaintiff's statements to reduce the amount of the claim in terms of the recovery of fines.
The defendant did not appear at the hearing, did not submit a response to the statement of claim, did not contest the claim. The plaintiff filed an application to reduce the amount of the claim in terms of the recovery of a penalty, the waiver of claims in terms of the recovery of the amount of debt in the amount of 500,000 rubles. The case is considered according to Art. , Section II. Proceedings in the arbitration court of first instance. Litigation > Chapter 19. Litigation > Article 156. Consideration of the case in the absence of a response to the statement of claim, additional evidence, as well as in the absence of persons participating in the case
Taking into account the above circumstances, the case was considered in the court session of the court of first instance immediately after the completion of the preliminary court session in the absence of objections from the plaintiff and the defendant.
After hearing the representative of the plaintiff, examining the materials of the case, the court found that the claims are subject to satisfaction, on the grounds set forth below.
As seen from the case file, between IP Biryulin M.The. (hereinafter referred to as the Plaintiff) and Petroleum Environment RU LLC (hereinafter referred to as the Respondent) entered into a lease agreement for non-residential premises No. 2-1/14-15-A dated 02.10.2014.
According to the terms of the agreement, the landlord transfers to the tenant for a fee for temporary possession and use non-residential premises with total area 152.1 sq.m., located on the 2nd floor of the building at the address: Moscow, st. Bolshaya Sadovaya, 10.
In accordance with paragraph 1 of Article Civil Code Russian Federation, under a lease (property lease) agreement, the lessor (landlord) undertakes to provide the tenant (tenant) with property for a fee for temporary possession and use or for temporary use.
The plaintiff transferred the non-residential premises to the defendant in accordance with the act of acceptance and transfer of the premises dated 02.10.2014.
According to paragraphs 4.1.4, 4.1.2 of the agreement, the basic rent is 960 conventional units per square meter per year. The monthly base rent is 12,168 conventional units for the entire facility.
Clause 4.2, 4.3 of the agreement establishes that the rent is payable by the tenant on a monthly basis, in advance payment, no later than the 5th day of the paid month.
I DECIDED:
Collect from the Company from limited liability"Petroleum Environment RU" (OGRN 1127746578893, TIN 7704812731) in favor of the Individual Entrepreneur Maxim Vasilyevich Biryulin (OGRNIP 307770000497376) fines in the amount of 34,500 (thirty-four thousand five hundred) rubles. as well as the cost of paying the state fee in the amount of 13 690 (thirteen thousand six hundred ninety) RUB.
Proceedings on the case regarding the recovery of the amount of debt in the amount of 500,000 rubles. stop.
Issue For an individual entrepreneur Biryulin Maxim Vasilyevich (OGRNIP 307770000497376) a certificate for the return of the state fee in the amount of 2,430 rubles. paid by payment order 83447 dated May 20, 2015.
The decision can be appealed within a month from the date of adoption to the Ninth Arbitration Court of Appeal.
Judge Oh.The. Antsiferova
The head of the Technopark retail network, Maxim Biryulin, failed to make his network nationwide. Now he is trying to create a premium Bork brand in the market of small household appliances with the help of "German roots" and with the support of the M.Video network.
Although Bork positions itself as a manufacturer of household appliances and electronics, own production she does not have. classical marketing company places orders for the production of small household appliances at OEM plants (Original Equipment Manufacturer) in China, Korea, Poland, Hungary and Germany.
Marketing companies build their own products from components already available to the OEM, much like children build Lego houses. If you can find a successful combination of case, decor, controls and internal components, then a unique product is ready. However, in most cases, for such a company, the main thing is not uniqueness, but price. Otherwise, it would be difficult to compete with transnational brands.
Bork itself says that the brand was born back in 1992, however, according to market participants, this brand appeared on the shelves of Russian stores no earlier than 2004. By this time, there were already at least four Russian marketing brands with federal coverage on the domestic market: Scarlett, Vitek, Polar and Binatone. All of them are positioned in the low price segment, and with dumping Maxim Biryulin- the creator of the brand - late. Then he decided to make equipment using more expensive metal components and sell it at the price of premium products.
Probably, in order to justify the high price, Bork is positioned as a technique from Germany: according to the results of a study by the MASMI agency, 67% of Russian residents are sure that Bork is a German brand. The company manages to maintain this result for more than two years due to the extreme degree of closeness. However, recently Bork has shown such a powerful advertising activity and attracted so much attention that now its real origin will be difficult to hide from ordinary consumers.
MARKET
Tefal is the most widely used brand of small household appliances in Moscow, according to a survey of consumer preferences conducted by Gallup Media. 34.8% of Moscow families have products under this brand. In second place is the Bosch brand (31.3%). The top five is closed by Braun (30.4%), Philips (26.9%) and Vitek (24.8%). In general, consumer preferences in Russia are different: Scarlett (23.8%) is in the lead, followed by Tefal (21.1%), Vitek (20.6%), Bosch (17.4%) and Philips (17.2% ). The volume of the Russian market of small household appliances is estimated by GfK Rus at 25–30 million units. Steamers and juicers were the fastest growing segments in 2006, growing by 37% and 35% respectively. In contrast, sales in the fryer and toaster categories fell 13%. The largest segment in terms of the number of units of equipment sold in Russia is kettles, in terms of sales in monetary terms, vacuum cleaners. The Moscow market is stagnating: in the first half of 2006, according to GfK Rus, it grew by only 0.9%. In the Russian market for this period, growth of 10.3% was noted. In 2005, it amounted to as much as 40%, resulting in overstocking. In 2007, a further slowdown is expected.
We found the Bork office on the territory of the All-Russian Exhibition Center, in the former pavilion of the Tsentrosoyuz. There is no sign on the building, not even the number of the pavilion itself. The corporate culture at Bork is also specific: even top managers do not have complete information about the state of affairs in the company. “Everyone knows exactly as much as they know,” says advertising director of Bork Mark Berger.
Bork managers flatly refuse to tell the story of the brand's creation, focusing only on the German origin of the brand. In the address of the president of Bork Electronik GmbH Hermar Pfluga, posted on the company's website, it is said that "three years ago, at the company's headquarters in Berlin, it was decided to open the Eastern European branch of Bork." Further, Pflug talks about the strategy of conquering the Russian market by the German company Bork.
However, Western sources SF Could not find any mention of this brand. Participants in the Russian household appliances market also unanimously claim that the German company Bork does not really exist, and the creator of the brand is Maxim Biryulin, whose main business is retail network"Technopark" of two dozen stores in Lipetsk, Tula, Kaluga, Belgorod, Voronezh and Moscow. At SF there is no reason not to trust this particular version.
In the rating of the largest retailers of the Kommersant newspaper, the chain ranks 31st with a turnover of $ 200 million. According to the director of public relations of RATEK Anton Guskov, it is a "regular medium-sized network". It is notable only for its scrupulous attitude towards private labels, which initially included the Bork brand.
The production of household appliances under the Bork brand is Biryulin's second attempt to play in the private label field. The chain's first private label is called Bimatek (short for Biryulin-Maxim-Tekhnika) and is positioned in the lower price segment. Several positions of Bimatek small household appliances are still sold in Technopark stores. Bimatek brand turnover is $15 million.
In 2004, Biryulin launched another private label - Bork, already a premium one, in the segments of small household appliances (kettles, coffee makers, toasters, etc.), climate control equipment and audio-video equipment. This time he followed in the footsteps of Scarlett and Vitek, who started out as Scarlett England and Vitek Austria.
In the beginning, "equipment from Germany" did not stand out on the shelves. These were ordinary white plastic household appliances based on OEM designs. A year later, Bork's in-house designers developed appearance several devices in metal. The series was called Pro Line and changed the fate of the brand. It aroused the interest of several regional networks, among them was, for example, once owned by Oleg Tinkov St. Petersburg network "Technoshop". And since 2005, Bork equipment has been sold in some chain stores.
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Bork's flagship product was a brutal-looking metal "juicer". He began to position himself as the most powerful and expensive household juicer on the market. Other Bork appliances are at the top of the mainstream segment. For example, a metal teapot with a lid fixed in three positions “like a Mercedes car door” retails for about 3.5 thousand rubles. Only Siemens teapots of the Porsche Design line have a higher price in the mass market - about 4 thousand rubles.
According to the marketing director of Bork Tatyana Chichikalova, the most expensive and massive Bork products have always been the best-selling ones. In the summer of 2005, the company launched the Military floor fan with a metal case and giant blades. “During the season, we wanted to sell only 500 of them, but we sold three times as many,” says Chichikalova.
The price had to play an important role in positioning and emphasize the status of the brand. Therefore, Bork has always sought to tightly control it. “The buyer should know that there will be no crazy discounts here,” explains Tatiana Chichikalova. This position complicated the negotiations of Bork managers with the largest chains. Saved only by the fact that at one time they guessed right with the formation of the assortment. According to GfK-Rus, at the end of 2006, Bork's flagship products were in the fastest growing product categories. Sales of juicers saw an unprecedented growth of 35%, and kettles - 12%.
The company's managers managed to negotiate with Auchan, Metro, O'Key, Lenta and Mosmart hypermarkets. These stores now account for 30% of all sales of Bork equipment. Of the specialized networks of household appliances, there are agreements so far only with M.Video. “In Lenta and O'Key, goods are sold at the same price as in M.Video,” says Chichikalova. "Auchan" and Metro companies had to give way. With Eldorado, as with a discounter, according to Tatyana Chichikalova, Bork deliberately did not discuss the supply of its equipment, negotiations with Technosila and Mir have not yet been successful and are still ongoing.
Commercial Director of M.Video Mikhail Kuchment explains his company's decision to work with Bork: “The niche of premium products in the market for small appliances has not been filled before. Every manufacturer has a little presence in the premium segment, and Bork has a lot of unique premium products.” For M.Video, the partnership with Bork is of strategic value: according to Kuchment, in the face of fierce competition between electronic retailers, the network pays special attention to premium technology.
“Our collaboration goes beyond standard work,” says Kuchment. Some Bork products are displayed as a single display, and not separately by category. Bork demonstrators work in M.Video stores. In the future, M.Video plans to participate in the development of new brand products. As a result, Bork takes the first place in sales in the segment of small household appliances in M.Video, overtaking the world leaders. In turn, M.Video accounts for the most impressive share of Bork equipment sales – 40%.
housewives dreamsOutside of M.Video stores, marketers have to shape their own image. This leads the manufacturer to very unexpected and controversial moves. At the beginning of 2006, Bork managers, together with a well-known advertiser Andrey Amlinsky developed the idea of a new brand positioning. The former Bork slogan "More than" has changed to "Technique with a masculine character".
Bork household appliances are intended for a female audience, but at the same time, in their positioning, according to Mark Berger, there must be a masculine principle.
At the beginning of last year, the Proximity agency filmed several commercials for the company. For example, in an ad for a coffee maker, a woman presses a button on a household appliance, after which the camera dives into the coffee maker and close-up shows how powerful metal mechanisms rotate at breakneck speed and steam flows. As conceived by the advertisers, the demonstration of various "pieces of iron" was supposed to emphasize the "masculine principle" of the Bork technique.
In the summer of 2006, top managers of Bork came up with the idea of sponsoring a World Cup screening. As part of this campaign Andrey Amlinsky filmed two 15-second videos in which the stadium was presented as a giant juicer.
Last year, the company used all major promotion channels except radio. Competitors estimate Bork's annual advertising investment at $10 million. According to TNS Gallup Adfact, Bork is the seventh largest advertiser in the small appliance market, ahead of Delonghi, Vitek and Panasonic. Massive advertising allowed the company to seriously increase brand awareness. According to MASMI, in Moscow, the main region where Bork operates, brand awareness among consumers reached 37% last year.
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Boxers and planes
Despite large advertising investments, in terms of sales, Bork is significantly inferior to its Russian competitors - Scarlett and Golder Electronics, not to mention transnational companies. According to Gallup Media data as of December 2006, 7.9% of Moscow households have Bork appliances. For the Scarlett brand, this figure is 16.5%, and for Vitek (Golder Electronics) it is 24.8%.
Turnover Bork, according to Mark Berger, doubled in a year. In the company itself, it is traditionally not disclosed. Research companies estimate Bork's sales at $65 million, while Vitek's is about $150 million, and Scarlett's is $160 million. At the same time, Scarlett's annual advertising costs do not exceed $4 million. - says Anton Guskov.
But Bork marketers are only going to increase their momentum. Now Bork is preparing for another wave of advertising activity. Sponsorship of shows of boxing tournaments and even participation in the organization of fights are being considered. Another idea is to paint a regular passenger liner in the colors of the brand. On this score, Mark Berger has a preliminary agreement with the airline S7.
“Bork managers have a flair and scope,” Andrei Amlinsky believes, “but they lack a systematic approach.” Amlinsky does not approve of the company's desire to invest in expensive shares. One big mistake can lead to an error, for which the funds may not be enough to correct.
Another issue is the persistence of consumer perception of the brand as German, which Bork may have problems with. However, there is another idea at the heart of the Bork brand, and it is possible that it is this idea that will help to preserve this perception.
“The buyer of our equipment is not necessarily a person with a high income,” explains Tatyana Chichikalova. “We focus on perfectionists.” They choose Bork partly for its resemblance to a professional and ultra-expensive household appliances which is not available to most consumers. Perhaps they simply do not want to believe that the Bork technique is being invented in the Tsentrosoyuz pavilion at the All-Russian Exhibition Center, or they will deliberately not pay attention to it.
Pavel Kulikov
Our country is now experiencing a consumer boom. Huge shopping centers open every year in all major cities. Online stores are building regional distribution centers. "I am a Consumer" tried to understand who laid the foundation for this growth, who taught us how to buy and opened new brands for us.
Of course, it is difficult to include all the people important for retail in one article. We tried to cover completely different areas - from construction to mobile communications. But in general, we respect and appreciate the achievements all people who create something important, new and interesting. Which influenced modern retail and made it what it is.
People who influenced modern shopping and consumption.
In alphabet order.
1. Agalarov Araz Iskender
Owner Crocus Group should definitely be marked for unrivaled scope in construction, including: the shopping center "", the largest shopping center in Russia "", the exhibition center "Crocus Expo", the concert hall "Crocus City Hall", the metro station "Myakinino", the Far East federal university and many other equally significant objects.
Araz Agalarov was born in 1957 in Baku. After graduating from the Polytechnic Institute (now AzTU) and having received the specialty "computer engineer", he was engaged in scientific activities for quite a long time in various institutions. He started doing business in 1989, having founded the American-Soviet joint commercial enterprise"Crocus International", which today has grown into the Crocus Group. Today is one of the richest people Russia, owning a capital of 1.6 billion dollars (according to Forbes for 2012). Author of several books, founder of the non-profit fund of cultural and musical heritage of Muslim Magomayev.
2. Maxim Biryulin
Co-owner of the Technopark network, thanks to which the supposedly German brand appeared Bork(Bork Elektronik GmbH), considered one of the most successful in the home appliance market. Many residents of Russia are sure that Bork products are of German origin, which has nothing to do with reality. And although the Technopark network did not eventually become nationwide, the influence of the brand created by it still cannot be underestimated.
3. Werber Alla
Thanks to Alla Verber, our compatriots received access to the most fashionable global clothing brands. She opened for the Russians and. She brought the world's leading brands to Russia Chanel, Gucci, Dolce & Gabbana, Fendi, Jil Sander, Brioni, Ermenegildo Zegna, John Galliano and many others.
Alla Verber was born in Leningrad. In 1976, she emigrated to Canada, where she began working in the fashion world, having received an appropriate education. She returned to the USSR in 1989 and worked for some time in trading house"Moscow", responsible for the purchase of new women's collections. Since 1994, Alla Verber has been working as vice president of Mercury. And since 1993, she has also held the position of Fashion Director at the Central Department Store.
4. Volozh Arkady Yurievich
The man who managed to create one of the most famous Russian Internet brands- internet search engine Yandex”and many different additional services, such as Yandex.Market and Yandex.Money. All online stores are fighting for the favor of the search engine. contextual advertising"Direct" allows you to run a business with a minimum of costs. Yandex is the storm and God of online business in Russia.
Arkady Volozh was born in 1964 in the city of Atyrau, Kazakh SSR. Having received a specialty in applied mathematics, he initially worked at the Institute of Control Problems (IPU) of the USSR Academy of Sciences, dealing with the issue of processing large amounts of data. He entered the business in 1989, founding Comptek. However, he did not stop social and scientific activities. Position CEO Yandex took over in 2000. Also, Arkady Volozh is the head of the Department of Data Analysis at the Faculty of Innovation and high technology MIPT since 2007.
5. Galitsky Sergey Nikolaevich
Sergey Galitsky created the largest network in Russia retail stores « Magnet”, format “shop near the house”. In terms of capitalization, Magnit is one of the largest retailers in the world. The chain opens stores in regional towns across the country. Thanks to Magnet the format of civilized trade has come to where the last 50 years have been ruled by "saleswomen Nyura" with broken scales and sour cream from a can.
Sergei Galitsky was born in the village of Lazarevskoye, Krasnodar Territory. After serving and receiving an economic education, for some time he worked as a manager in a bank. In 1994, he founded the distribution company TransAsia, specializing in cosmetics. In 1995, he left the business and founded the Tander company. In 1998 he opened his first store. As for the Magnit network, it was born in 2000, becoming the largest in Russia by 2001, when 250 outlets.
6. Gref German Oskarovich
The man who managed to completely change the structure " Sberbank". Gref showed us that big hulking state structures can work without a break, without days off. They can make online payments and accept payments for housing and communal services through terminals. I would very much like German Oskarovich to eventually think about working at Rosavtodor and the Russian Post.
German Gref was born in 1967 in the village of Panfilovo, Kazakh SSR. For many years he worked, served in the army, studied in different cities of Russia. Herman Gref's legal career began in 1991. BUT political activity- in 2000, when, at the invitation of Mikhail Kasyanov, he took the post of Minister economic development. Gref was one of the lobbyists for Russia's entry into the WTO. He managed to visit key positions in such large state-owned companies as Svyazinvest, Gazprom and some others. Gref was elected to the position of Chairman of the Board of Sberbank of Russia in 2007. According to Forbes, Gref is an eccentric personality, one of the most unusual Russian businessmen.
Undoubtedly, the huge Swedish stores had a huge impact on Russian market. And if you remember that companies also own Shopping center "Mega", it would be difficult to overestimate the level of impact. The arrival of Ikea forced furniture and home goods manufacturers to stir, and for Russians, buying furniture has become a matter of one day, not one month.
The Swedes managed to gain a foothold in Russia thanks to the efforts of Lennart Dahlgren, the first general director of the Russian division of IKEA. The first IKEA store opened in Khimki in 2000. Today in Russia there are already 14 retail outlets scattered across various cities. At the same time, the Mega shopping center network is also expanding. And these achievements would not have been possible if not for Lennart. He even wrote a book about his Russian adventures “Contrary to the absurdity. How I conquered Russia, and she conquered me. Recommended reading.
8. Zimin Dmitry Borisovich
Man, built the first commercial cellular network in modern Russia. Scientist and businessman, one of the founders of the VimpelCom company, which owns TM " Beeline».
Dmitry Zimin was born in 1933. He received a technical education (radio engineering) and worked in his specialty for a long time, wrote several books on radio engineering, was first awarded the A.S. Popov Prize of the USSR Academy of Sciences (in 1965), and then the State Prize of the Russian Federation (1993). For many years he held senior positions at the Radio Engineering Institute, is the author of hundreds of various discoveries and inventions, many of which are actively used defense industry. It is not surprising that, having such extensive knowledge in the field of radio engineering, D. B. Zimin started a business in this particular industry.
VimpelCom Company ( joint-stock company"Vympel-Communications") appeared in 1992, subsequently making a huge contribution to the development of cellular communications throughout Russia. By 2001, more than a million subscribers used its services. Today, D. B. Zimin has already retired and holds the nominal position of the Honorary President of VimpelCom OJSC. Over the past decade, he has been awarded the Symbol of Science medal and the National Business Olympus Award. Actively involved in charity work, participates in various public works.
9. Ismailov Telman Mardanovich
A Moscow businessman of Azerbaijani origin, who once owned the Cherkizovsky market, which, as you know, was the largest feeder for shuttle traders from all over the country. During the formation of the economy, Cherkizon grew into a huge city. Not everything there was legal and fair. But this the market helped hundreds of thousands of people to earn money, and millions more to buy Gucci quite inexpensively :)
Telman Ismailov was born in 1956 in Baku, in a really very large family. He received an economic education, served in the army and continued his education in Moscow. For a long time he worked as an economist in the Ministry of Commerce. He came to big business in 1989, when he founded the ACT group, whose president remains today and which actually completely owned the Cherkizovsky market, which existed from the beginning of the 90s to 2009, when it was closed (officially - to support light industry Russia).
10 George Alan Cohon
Businessman from Canada, owner of the Canadian representative office of McDonald's. Brought a famous fast food restaurant to Russia. The first of the "diners" earned January 31, 1990 in Moscow on Pushkin Square. It is known that more than 30,000 people managed to visit the restaurant on the first day alone. We love to eat at McDonald's and hate ourselves when we eat there.
George Cohon was born in the USA in Chicago, Illinois. He received a law degree, and for some time had a private practice. Then he unexpectedly decided to move to Canada, where he started developing the business of the McDonald's network, acquiring the appropriate license for that. By 1971, he became the owner of the Canadian representative office.
Interestingly, in order to open a restaurant in Moscow, Kohon had to solve many difficult issues, both economic and political. For example, it was necessary to organize a separate supply chain, since the country's industry could not create anything at all, neither from products, nor from packaging.
11. Patrick Longuet
Patrick Longuet built the first Auchan hypermarkets in Russia and managed the Russian representative office from 2001 to 2007. Auchan for many has become synonymous with the concept of "hypermarket". Huge carts, low prices and crazy selection encourage spending more more money than in regular stores.
Patrick Longuet, born in 1954 Graduated from higher national school France. He began his career at Auchan in 1980. In 1994-2001 he was financial director Auchan in Central Europe. In 2001 he was appointed head of Auchan in Russia. Under his leadership, Auchan opened stores in Moscow and the Moscow region, St. Petersburg, Nizhny Novgorod and Yekaterinburg. Since March 2007, he has been the head of the O'KEY group of companies.
12. Nisanov God Semyonovich
God Nisanov co-owner of the most successful, convenient and famous shopping center in Russia- " ". owns shopping complex"Moscow", takes part in the reconstruction and management of the All-Russian Exhibition Center.
A native (1972) of the Azerbaijani city of Cuba. Nisanov started with the oil trade, controlling part of the sales Baku oil. For some time he worked in Telman Ismailov's AST group of companies, which owned the Moscow Cherkizovsky and Warsaw markets. Then, from 2000 to 2005, he was engaged in the processing of diamonds, working for Diamond Cutters. In general, the scope of Nisanov's activity is wide. Together with his friend and fellow countryman Zarakh Iliev, he is the owner of such establishments as the Moscow trade and fair complex and the Ukraine Hotel. In 2007, Nisanov ran for the post of deputy of the State Duma from the LDPR party. He is the chairman of the board of directors of Kievskaya Ploshchad and Safra Instruments.
13. Novikov Arkady Anatolievich
The most famous Russian restaurateur who fed the capital on a network scale. Most of all, this businessman became known as the creator of the Yolki-Palki chain of taverns. Since 1992, with his participation, more than four dozen restaurant projects have been launched, both in Moscow and St. Petersburg. These include "Vogue café", "Gallery", "Vesna", "Uzbekistan", "Cheese", "Little Japan", "Sushi Vesla" and others.
Arkady Anatolyevich was born in 1962. For a long time he worked as a cook (and then a chef) in various restaurants. He opened his own institution in 1992 - it was the Sirena restaurant. The first Yolki-Palki tavern opened in 1996. Other projects followed. Today, apart from restaurant business Arkady Novikov also owns companies to provide his institutions with everything necessary - greenhouse farming Agronom and NRG Product, a seafood company. He also owns the Flower Studio 55 chain of flower shops and the MainStreet real estate agency.
14. Petrov Sergey Anatolievich
It can be safely said that all automotive market Russia was formed under the influence of a group of companies " Rolf”and her head coach Sergei Petrov. If "Rolf" had not accustomed us to good foreign cars, we would not see so many modern automobile factories .
The biography of a businessman and deputy of the State Duma from the political party A Just Russia, born in 1954, is not replete with particularly striking episodes. This is not the most eccentric of Russian businessmen.
The Rolf company was founded in 1991, starting from one small car dealership and has become the largest car dealer in the country. By the beginning of 2013, it already included 35 showrooms located both in Moscow and St. Petersburg. They feature cars of many popular brands from around the world. Sergey Petrov himself has already left the post of president of Rolf, preferring to give control to hired managers.
15. Tariko Rustam Vasilyevich
Russian Standard Bank Rustam Tariko became a pioneer in the retail lending market. The bank has been a leader for many years. It is "Russian Standard" allows poor consumers to buy an iPhone for 30,000 rubles on credit and at the same time pay 65,000 rubles for it, along with interest. Retail lending has become one of the important stages in building a market and developing trade.
Rustam Tariko, a businessman of Tatar origin (born in 1962), was awarded the unofficial title of "vodka king" for a reason. After all, he is the owner of the huge Russian Standard holding - the largest manufacturer alcohol price Russia. The holding includes Russian Standard Bank and Russian Standard Insurance. Rustam Tariko started as a simple employee of the Business Tour travel agency, where he worked until the early 90s. In 1992, he founded a small company ROUST Inc., which was engaged in the supply and sale of foreign alcohol of famous brands.
The Russian Standard company was founded by him in 1998. Tariko is considered one of the richest people in Russia - according to Forbes magazine in 2009, the businessman's fortune was estimated at $ 1.4 billion.
16. Tinkov Oleg Yurievich
Oleg Tinkov is one of the most eccentric Russian businessmen. Owns the brand "Tinkoff" and is the head of the bank "Tinkoff. Credit Systems". Associated by a simple consumer with beer, dumplings, a bank and unusual ways of doing business. Inspires many businessmen to work and win in seemingly busy markets. Lives life to the fullest and does unique businesses.
Born in 1967. After serving, he entered the Leningrad Mining Institute, which he eventually left, dropping out of school and going into business. Subsequently, he established the supply and sale of various electronics from Singapore. And he even created two chains of household appliances stores - MusicShock and Technoshock. He also owned the SHOK-Records recording studio. However, by 1997, Tinkov abruptly lost interest in electronics, sold his undertakings and plunged headlong into the food business, opening the Daria dumpling company, and in 2003, the Tinkoff brewing company and a chain of restaurants with the same name. Subsequently, these directions were also sold to Tinkov.
Today he heads the commercial bank Tinkoff. Credit Systems" (TKS-bank). A unique modern online bank that is rapidly climbing the bank ratings without having a single retail branch.
According to Forbes magazine for 2012, he is the owner of a billion dollar fortune. Author of the book "I am like everyone else."
17. Oscar Hartmann
Created by Oskar Hartmann and his brother Herman, the KupiVIP.ru project had a huge impact on the Russian market, becoming one of the hottest domestic startups. We can say that he provided a breakthrough in e-commerce for the masses. KupiVip showed investors the real potential of online retail in Russia, paved the way for many other followers.
Oskar Hartmann was born in Kazakhstan in 1982 to Russian German parents. At the age of 7, his parents moved to Germany. He started working at the age of 11, delivering newspapers, and later opened an online store selling sports nutrition. Oscar Hartmann traveled a lot around the world. So, for some time he worked at the BMW dealership in Malaysia. Then he moved to Russia, where he still lives today, being one of the key figures in the clothing and Internet markets.
18. Evgeny Alexandrovich Chichvarkin
Evgeny Chichvarkin taught phone manufacturers and cellular operators to listen to consumers. He gave us the opportunity to buy a cell phone where it is convenient for us and built the largest chain of stores in Russia. He realized before many Cell Phones, it's not technology, but emotions. The controversial personality was inconvenient for many, and in 2008 Chichvarkin was forced to sell the “ Euroset and leave the country.
Born September 10, 1974. Having received higher education in the field of economics, in the early 90s he was engaged in a lottery trade in clothing markets. The famous Euroset appeared on April 2, 1997. Chichvarkin created it together with his friend Timur Artemiev. Thanks to bright marketing, the undertaking quickly managed to rise to its feet and, rapidly developing, began to generate a solid income.
Subsequently, the network became the largest Russian cellular retailer. In 2008, Euroset was sold to the investment company ANN, and Chichvarkin left Russia, being persecuted by government agencies, who accused him of a number of criminal offenses. Today, all charges against him are dropped, but the businessman chose to stay in London. Today, he owns the Hedonism drinks Ltd wine business there, also established jointly with Artemyev. Author of the book "If out of 100 times you are sent 99 times."
19. Yakobashvili David Mikhailovich
Probably, there are no people in Russia who would never hear about the market leader in dairy products - the company " Wimm-Bill-Dann". David Yakobashvili was among its founders in 1992. In addition to Wimm-Bill-Dann milk, the company was the first created food brands on a federal scale- juice "J-7", milk "House in the village" and "Sweet Mila". Then there were "Miracle", "Merry Milkman", Bio-Max, Imunele, "Lamber", "Favorite Garden", "Miracle Berry", "Agusha".
The businessman was born in Georgia in 1957. His first independent experience of running his own business was the Ginseng beauty salon, which he opened in 1988. Four years later, the Metelitsa and Cheri casinos followed. And a little later - the Wimm-Bill-Dann company already mentioned above. Today David Yakobashvili is a member of the Bureau of the Board Russian Union industrialists and entrepreneurs. He is one of the richest Russians, owning a capital of $450 million (as of 2007).
20. We are with you
The most important on consumer market- we are with you. What we see now is the result of our purchases over the past 10-20 years.
We decide for ourselves whether to buy cheap fakes or expensive quality items. It is up to us to decide whether to endure rudeness or to put presumptuous rude people in their place. We undress for free mobile phone and give a triple tip. We buy super-innovative knife sharpeners from the couch store and granny wool socks. We are what we eat. And we are what we buy.
We spend money where we deserve it with our consumer behavior.
Bork Maksimovich
The birth of the first and so far the only premium-class B&E brand in Russia took place in 2001. True, until recently, Bork avoided detailed inquiries about his origins. The company stated that its equipment is created by German designers, so the brand can be considered German. However, the location of the plant in Germany, which allegedly produces their equipment, is still classified as a trade secret. We were unable to find traces of Bork in Germany, the Germans themselves have never heard of Bork, the brand's website exists only in Russia.
But managed to find a German "relative". The Gastroback company is based in Germany and produces products in the country that are absolutely identical to those of Bork both in design and in technical specifications. With one significant difference - their prices are several times lower. The Gastroback website indicates that its entry into the home appliance market took place in 1989. Bork reported that in 2001 they became participants in their project. Gastroback says they don't know Bork.
In general, Bork belongs to the category marketing firms. By placing orders for the production of small household appliances at OEM (Original Equipment Manufacturer) plants in Southeast Asia, Eastern and Western Europe, they make their own products from components already available at these plants. It is the process of finding a successful combination of decor, case, controls and internal components that they call design solutions. It is possible, by the way, that Bork appreciated the "design solutions" of Gastroback and got access to them through common OEM plants.
The Russian beneficiary of Bork is Maxim Biryulin, the founder of the Technopark household appliances chain. Even before Bork appeared, the businessman had experience in creating a Russian brand with “foreign roots”. For the Technopark network, he launched the Bimatek brand (short for Biryulin Maxim-Tekhnika), focused on the lower price segment. But it was not a very successful project, since the market was already occupied by the "Austrian" Vitek, the "English" Scarlett and other similar brands. Then Biryulin made a bet on the premium segment.
Bork took over Moscow and the regions with the help of giant outdoor banner advertising and massive advertising campaign in the media. Since the Russian consumer of the premium segment is not as meticulous in choosing a coffee maker as the German, stylish design and high prices were enough to prove the quality of the new brand. Believing in their success, Bork even tried to enter the premium segment of the audio equipment market, but quickly left it. One way or another, the company managed to unwind quite well: revenue, according to experts, reached $ 75 million in 2008, and Bork itself is talking about $ 150 million.
In fairness, it should be noted that the quality of Bork products gradually became significantly higher. “We specifically purchased Bork products in the early 2000s and studied them. It was cheap China, recalls one self employed owning a small B&E network. - However, by 2005, their products have changed markedly. Today it high quality and well thought out custom design.
Now that Borkovites feel confident in the market, they are more willing to share information about the location of assembly plants. “We produce in China, Korea, Italy, France, Hungary. In the category of vacuum cleaners, about 80 percent are European production. Air purifiers and humidifiers are manufactured in South Korea, climate control equipment - in China, small household appliances - both in Europe and China, and far from one model is produced in Germany, ”says Sergey Kovchev.
However, although products manufactured outside of Germany are tested by the German Technical Supervision Union, Bork can only feel absolute confidence in premium quality and leadership characteristics in relation to its flagship product - the juicer. It is no coincidence that the company itself conducted a public experiment a year ago, confirming the reliability of this product. In nine hours, one machine squeezed 376 liters of juice out of 750 whole apples. In this heading Bork is certainly the leader in terms of technical characteristics and plans to increase its market share from the current 30–40% to 100%.
Men in Black
Bork has two large customer groups. The first group is businessmen and top managers, or rather, their beautiful half, who have access to a large budget, but choose a product impulsively: beautiful design, status price. After all, entrepreneurs themselves, when buying, are more often based on rational criteria, and here it is difficult for Bork to compete with such brands as Miele, Mabe, Kuppersbusch, Ilve, Gaggenau. The second category is middle-class people who are attracted by reference to German quality and, again, stylish design. They are ready to go beyond their budget, acquiring "prestige". These buyers, according to Bork management, are now leaving.
In order to stop the outflow, at least it is necessary to establish feedback with the consumer. A monobrand network should help solve this problem.
The company still does not really know what the needs of the core of their target audience and in the perinuclear segment; they have not yet understood where exactly the buyers go and why: either because of the lack of money, or because of the unwillingness to spend it on Bork products. Customer segmentation is a relatively new phenomenon in Russia. Domestic companies today can judge its effectiveness only by the experience of Western colleagues. For example, in the Best Buy chain, the largest in the US and Canada, each selected group from the target audience (housewives, students, business people, foreigners) is managed by the Vice President. The demand for the assortment is monitored by groups, the seller must instantly determine from which segment the buyer came and what to offer him.
“Even if Bork does not buy a million-dollar account management system, having a database of customers that they can create using electronic media (discount cards, loyalty cards), as well as studying the shopping cart will increase sales through individual approach to the buyer, - says Leonid Tyukavkin, Vice President for Strategic Development of Technosila. - Instead of expensive advertising, you find an individual solution for each group of buyers. You start tracking the segments of customers who came, made a purchase, but never returned to your store. To return them, run the customer return program. You can implement one software module, with a minimum of analysis, but with database support. Then, on the basis of this base, create a full-fledged program.
Along Tverskaya-Yamskaya
The launch of mono-brand B&E stores is an exotic strategy for our time. The reverse trend has long been observed in the market. With the growth of multi-brand networks - M.Video, Technosila, Eldorado - the positions of mono-brand stores Sony, Panasonic, LG Electronics, created in the mid-90s, were weakening. Monoshops with an area of 50-150 square meters could not compete with large players, whose areas were in the thousands of "squares", and the turnover - hundreds of millions of dollars. Consumers fled to them due to more low prices. Small shops and franchises have become less profitable projects even for the premium class. In 2008, LG Electronics was one of the last to close its mononet, switching to a more profitable direction - work with multi-brand networks.
However, Bork is generally not set up for quick profit from the project. “The purpose of opening a mono-brand network is to establish contact with consumers. Such a project will always be less profitable than sales in a multi-brand store. But there is a cost of proper contact with the consumer, which will bring profit in the future,” says Sergey Kovchev.
Today, Bork has three mono-brand stores: the first one was opened two years ago on Gorbushka, the second - in May 2008 in the European shopping center and the third - in March 2009 in the RIO shopping center. The company is also considering options for acquiring real estate on such prestigious streets as Tverskaya, Petrovka, on the Garden Ring. Excluding rent and purchase of real estate, it is planned to spend 12 million rubles for each store. (about 300 thousand dollars). This amount confuses experts. “The most expensive equipment for a one-stop shop will cost $100,000. You can, of course, spend 300 thousand, but then you need to create and show some kind of innovative technology", - He speaks Commercial Director LG Electronics RUS Mikhail Platonov.
Specialists see two opportunities for optimizing costs in connection with the implementation of the project: reducing advertising costs, since the monobrand network is advertising itself, and optimizing the warehouse. “If in a multi-brand network the owner trademark there are difficulties with the sale of leftover products, then in a mono-brand store, sellers will be focused on selling items that have large balances. I think that Bork sellers know how to sell desired products", - explains Mikhail Platonov.
As a result, despite the riskiness of the project, market players recognize that it is strategically correct for Bork. “During the crisis, it is necessary not only to survive, but also to consolidate our position in the market. After the crisis, not many players will remain, and it will be necessary to use the opportunity for growth. And the consumer will go to the one who was in sight even during the crisis,” Leonid Tyukavkin believes.
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Household appliances manufacturer Bork Elektronik GmbH, owned by Technopark co-owner Maxim Biryulin, intends to open 10-15 Bork mono-brand stores in 2009, including in the most expensive shopping malls capitals - GUM, "Atrium", "Seasons" and others. Although sales of household appliances in the mainstream segment fell in January-March, they remained unchanged in the premium segment, retailers say, but they do not know the reasons.
The fact that Bork Elektronik GmbH is launching a mono-brand network, which should include 10-15 stores during 2009 (the first one opened in March in the Moscow Rio shopping center), was told to Kommersant by the company's sales director Sergey Kovchev. Investment in one store with an area of 60 to 120 square meters. m will amount to approximately 12 million rubles. (excluding rent), he said. According to him, Bork is negotiating "central trading platforms premium class, for example, GUM, Vremeny Goda, Atrium, Mall of Russia on Tverskaya and Petrovka streets. Aleksey Mogila, director of the retail real estate department at Penny Lane Realty, confirmed that he is advising Bork on the Moskva Trade House and a number of properties on Tverskaya. “Opening stores during a crisis can even be profitable, since many objects are leased at a significant discount,” the consultant noted.
The opening of stores, according to Mr. Kovchev, will be carried out by the Russian distributor of Bork equipment - the Technopark holding. The holding already has a retail project: since 1993, it has opened multi-brand stores of household appliances and electronics "Electroflot", which in 2001 was renamed "Technoparks" (now there are 123 of them, including 14 with an area of 1-1.2 thousand square meters). m each, and 109 from 24 to 350 sq. m each). Bork Elektronik GmbH is positioned as a German company, but, according to Mr. Kovchev, its co-owner is the beneficiary of Technopark Maxim Biryulin. "Actually we are talking on the creation of another network by the Technopark team,” he adds.
Bork is the second private label launched by Mr. Biryulin: the first private label of the Bimatek chain is positioned in the lower price segment. The revenue of Bork and Technopark in 2008 was comparable - up to $150 million and about $150-170 million (excluding Bork distribution), respectively, according to estimates by Sergey Kovchev and a shareholder of one of the federal operators of household appliances and electronics stores.
The crisis did not affect the purchasing activity of Bork's target audience, says Mr. Kovchev. “These are premium products, and they were the least affected by changes,” says the manager. According to the online store "Technopark", the cost of Bork juicers ranges from 6.999 thousand to 25.890 thousand rubles, vacuum cleaners - from 5.990 thousand to 24.850 thousand rubles, coffee makers - from 7.780 thousand to 22.51 thousand rubles .
According to the top manager of the federal network of household appliances and electronics stores, premium appliances account for 20-30% of the market: “At the same time, premium sales in January-March 2009 even grew by 1-2%. The mid-price segment, which fell by 15-20%, suffers the most.” “Despite the 10% decrease in the average check, we note that the sales volume of the premium segment has not changed,” agrees Leonid Tyukavkin, vice president for strategy at Technosila.
