NANFU, according to Nielsen, the No. 1 battery brand in China with a market share of 85%, is introducing its products to the Russian market and aiming for leadership in the segment. In the six pilot months of 2023, NANFU-branded batteries worth 200 million rubles were sold in Russia, according to Sergey Merkulov, General Representative of NANFU in Russia. The company has already invested 60 million rubles in the market. Planned investments for 2024 are estimated at 282 million rubles. At the same time, products worth 1 billion rubles will be sold, according to NANFU's plan.
"Our goal is ambitious, but realistic – to occupy 30% of the market share in the premium segment within five years," notes Sergey Merkulov.
NANFU technologies will meet the increased requirements for energy efficiency and battery life. NANFU has dominated the market in China for the past 30 years.
“More than a billion people (1/8 of the earth's population) trust and use NANFU. We are the No. 1 brand in China with a market share of over 85%, based on Nielsen China Alkaline Battery Industry Report 2023. For 30 consecutive years, we have maintained leading positions in the industry in terms of quality, sales volume, profitability and labor productivity,” comments Hongying Liang, Vice President of NANFU.
The Russian market volume, according to NANFU's estimates, is 15 billion rubles. Most of the market is occupied by players from other countries, with China leading in supplies to Russia. And the prospects for the Russian battery market are optimistic against the background of growing demand for devices that require batteries. At the same time, the premium segment of alkaline batteries in Russia is now shrinking due to the departure of players such as Energizer and Duracell: according to NielsenIQ, their share has decreased from 55% to 45% in monetary terms over the year. As a result, consumers are experiencing difficulties with the availability of quality goods, and retailers are losing volumes of presence in this category of goods.
“NANFU's mission is to lead the premium segment, offering consumers a quality product, and retailers a solution to maintain sales of this category of goods. This means more smiles for our customers,” comments Hongying Liang.
Representatives of the brand in Russia have many years of experience in the battery segment. Until 2022, a team of professionals was engaged in the development of the Energizer brand in Russia and brought it to the market leaders according to NielsenIQ.
“We are confident that NANFU's presence in the Russian premium battery segment will be a significant factor for both the growth of the category and the improvement of the user experience,” added Sergey Merkulov.
NANFU products are already available in most Russian cities through a developed network of distributors, as well as the brand's presence in major federal retail chains. The partner base is constantly developing, ensuring high rates of distribution growth.
The NANFU product line in Russia is already represented by popular battery sizes and will be replenished. NANFU batteries have the largest capacity of all batteries officially presented in Russia now, according to the test of the National Research University "Moscow Power Engineering Institute". The conclusions are confirmed by the test of an independent expert Alexey Nadezhin.
NANFU PowerRing technology provides a long battery life due to the increased volume of chemical substance, improved ion conductivity and minimal self-discharge due to the sealing system with a red ring. For example, another innovative technology is used in the NANFU CR2032 battery – the use of graphene in it achieves increased conductivity and fast response.
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