The DIGMA team spoke about the large-scale brand reboot that began in 2020. During this time, product and engineering teams were significantly increased, production processes were streamlined, and the criteria for selecting technologies for creating devices were changed.
The result of this work was a global revision of the product matrix over the past 3 years by 70%, as well as a decrease in the defect rate of products, down to 1% for the brand.
At the start of the transformation, DIGMA focused its main development on the laptop, monitor, and SSD market, thanks to which the brand's turnover increased 3 times. The growth in sales of the brand's laptops was particularly dynamic, increasing by 50% in 2023 and reaching 100,000 units per year. For 2024, the DIGMA product portfolio includes more than 40 product categories, from tablets to smart home devices.
During the presentation, new products from the parent brand and the premium sub-brand DIGMA PRO were presented. Product managers spoke about the launch of a new product category and the first series of high-tech 4K TVs, which are represented by UHD and QLED+ models with a refresh rate of 120 Hz HSR, as well as the start of sales of new nettops and the planned expansion of the line of professional laptops with Parvus M, Pactos, and Fortis models.
In 2024, it is planned to expand the monitor lines of both brands with new models that are suitable for everyday and professional activities and games. The update of the DIGMA and DIGMA PRO monoblock product category will also continue – three new models (Action, Optimum, Vision) are expected to be released by the end of the year.
In parallel with the active growth in the top segments, the brand maintains a stable leadership in its traditional niches. DIGMA remains in the top 10 most popular brands of automotive electronics and monitors year after year.
«DIGMA is one of the largest and most reputable brands in the Private Labels portfolio of Merlion, with a rich twenty-year history. During this time, the market has changed significantly, the consumer himself has matured – and we have proven that we are able to change with the times. We perceive this holiday not as an ordinary anniversary, but as a checkpoint for global transformation. We set ambitious goals for ourselves, some of which were announced today, but this is only a small part of our ambitious plans. The coming years will be a time of further growth and innovation for DIGMA and DIGMA PRO, and the anniversary emphasizes the brands' determination to keep up with the times and not stop there,» – said Brand Director of Private Labels. Merlion, Kirill Kostyushko.
The event was attended by journalists from leading IT portals and federal media. After the presentation, there was a buffet and a festive concert dedicated to the anniversary.