Folk arts industries need diversification of sales channels
15 novembre 2017
On November 15, in St. Petersburg on the fringes of the World Entrepreneurship Week, a Round Table "Promotion of Russian Goods of Folk Art Crafts Abroad" was held, organized by the Association "Promotion of National Productions of Global Rus Trade" with the support of the Global Rus Trade site in cooperation with the Ministry of Industry and trade of the Russian Federation. The moderator of the Round table was Lilia Nurgatin, deputy director of the Department for the Development of Industry of Socially Significant Goods of the Ministry of Industry and Trade of the Russian Federation. The Chairman of the Board of Directors of Global Rus Trade Anna Nesterova, the Chairman of the Board of the Association "National Art Crafts of Russia" Gennady Drozhzhin, the Head of the Russian Export Center in St. Petersburg Yuri Dokkin, the Head of the Center for Competence and Standards Analysis of the OECD RANGiGS Antonina Levashenko, Board of Directors of the Association Gzhel Alexander Kocherov, founder of the Gzhel porcelain factory Andrei Reznikov, head of the external communications department of the factory " Krestetskaya line »Maxim Bolonkin, Partner of the Imperial Porcelain Matteo Maria Mirella, Managing Partner of the Fair of Masters Denis Kochergin, Business Development Director of Ebay Anastasia Yanovskaya, Director of Transaction Business of the North-Western Bank of PJSC Sberbank Vyacheslav Krasyuk, and the co-chairman and regional director of ASSOCHAM Ms. Permminder Jeet Kaur. The growth in sales of NHP products is directly related to the preservation of age-old traditions and cultural values. Anna Nesterova in her speech touched on one of the main problems of the enterprises of the NHP - the weak diversification of sales channels. To solve it, the idea of creating the Association "Promotion of national productions Global Rus Trade" arose. The aim of the Association is to promote Russian goods and services in the domestic and foreign markets, incl. by creating and implementing modern technologies in the field of marketing and management. The active use of e-commerce opportunities is one of the most promising tools for increasing sales. Gennady Drozhzhin noted that for the enterprises of the National Petroleum Corporation the main channel for promoting their goods today is exhibition and fair activity. At the same time, it is necessary to focus on the business program and advertising events. Among the main problems of the enterprises of the NCP, the participants of the Round Table also called the discrepancy in some cases of price, quality or design, the needs of the world market, problems with logistics, small experience of participation in foreign exhibitions, lack of specialists, Representatives of the ETP told about the opportunities for the promotion of NCP goods through electronic commerce channels and difficulties (legislative barriers, high customs duties, logistics problems, which leads to an increase in the cost of exports). Antonina Levashenko analyzed the international experience of supporting the enterprises of the National Petroleum Corporation and proposed amendments to the existing legislation aimed at simplifying customs, tax and currency regulation, as well as improving the logistics of the Russian Post and implementing OECD standards for protecting consumer rights in e-commerce. Representatives of the enterprises of the National Petroleum Corporation and their associations noted the importance of combining traditional methods of product promotion (exhibition and fair activities, work with trade missions, opening of branded stores abroad) with modern methods, such as the creation of web-storefronts on electronic trading platforms (ETPs), promotion of umbrella brand (or joint promotion of non-competing brands), the use of modern marketing methods (including through the social network). The idea of creating the Association "Promotion of national productions of Global Rus Trade" and the involvement of enterprises of the National Petroleum Corporation to solve joint problems was supported by the Round Table participants.