Quality strategy

Innovation, high quality and guaranteed service: Belarusian household appliances are in demand at home and abroad and continue to win customer trust

Our homes are increasingly filled with domestic appliances — from washing machines to televisions. Against the backdrop of some Western brands leaving the Belarusian market, our manufacturers have taken advantage of the moment, readjusted and improved production technologies. It took off from there. A well-known Belarusian holding company has launched a new production line of modern AI-powered TV sets. What helps our manufacturers to fill the domestic and global market with sought-after products?

Opening of Made in Belarus — Loved in Russia brand zone of Belarusian household appliances in M.Video store in Moscow    Maksim Korotkin 

Stereotypes aside 

A lot of useful everyday goods are assembled and produced in Belarus. In terms of quality and performance, a Belarus-made laptop is not inferior to many models of leading global brands in similar configurations. I often take this indispensable assistant to various press conferences — it is thin and light. It is also fast, user-friendly and easy to use — sending operational texts to the editorial office in a couple of clicks. It does not run out of power at the wrong moment and has never let me down. Recently, a Belarusian enterprise announced the launch of three new robotic plants for consumer electronics and household appliances, with modern lights-out manufacturing — continuous, automated production without human intervention. This includes the production of AI-powered TV sets that not just recognise commands by pressing buttons on the remote control. Interaction with content is changing: the game-changer device provides seamless searching for personalised content and integrates into the management of smart home systems. The unique know-how is the brainchild of Belarusian designers who have learned from the experience of major international companies. Soon, televisions with a screen that measures almost three metres, larger than 100 inches, will be released under the brand of a domestic manufacturer.
Belarusian manufacturers are highlighting technology with embedded AI systems as a promising avenue for the future. This applies to both television products and kitchen appliances. In the field of kitchen appliances, AI-driven products will appear in the near future, featuring systems that prepare food — ovens, cookers — equipped with AI-embedded cameras and automatic controls, which will allow food to be cooked automatically, including determining the degree of cooking.
Whereas previously imported household appliances were more commonly found in Belarusian homes, today more and more buyers are choosing devices from domestic manufacturers, shedding the stereotype that foreign goods are more reliable or attractive.  

Getting down to business with domestic goods 

Belarus has managed to preserve and build upon the legacy of Soviet industry. Today, we are proud to produce advanced semiconductor devices and integrated microcircuits. After all, these very chips are at the heart of many everyday things: smartphones, automobiles, TV sets, refrigerators and other appliances.
Thanks to effective state support, investment attraction, development and introduction of cutting-edge technologies into production, Belarusian products are often not just competitive, but also surpass foreign equivalents. Just a few weeks ago, a Belarusian enterprise reached a significant milestone by producing its four millionth washing machine with innovative steam function. The model stands out with its touch controls and smart washing programmes, which ensure minimal consumption of water and electricity. Demand for it is high. Product deliveries have already been established to Russia, Kazakhstan, Uzbekistan, Tajikistan and other countries. Buyers are voting with their wallets for quality goods, a long guarantee and reliable service. Giving preference to domestically produced goods is both patriotic and beneficial. In this way, we support not only the manufacturer, but also the economy as a whole, because tax deductions from sales go to the national budget, which is beneficial for both the country and the wallet of each of us. 

   

 Maksim Korotkin                                            Pavel Bogush 

Promotion strategies

Nowadays, it is crucial not only to saturate the home market with high-quality goods but also to ramp up exports, expand our presence in countries further afield, the EAEU and China, and to build co-operation with other strategic partners of our country. Visits by the Belarusian leader to various countries demonstrate that the Head of State is setting the foreign policy direction. It is now important for domestic enterprises and organisations not to miss the moment and timely implement agreements reached at the highest level. At the same time, it is one thing to produce a quality product, and another — to ensure it gets noticed, given the immense competition today. Manufacturers should not be working to fill their warehouses. It is essential to leverage modern marketing tools through opening branded retail networks, selling through online shops and marketplaces, conducting eye-catching advertising campaigns, and highlighting products on shop shelves with special signage. Today, customers assess not only the quality and cost but also the external attributes of a product: brand identity, logo, name. The fact that a Made in Belarus — Loved in Russia brand zone has opened in a store of the largest Russian retail chain selling household appliances and consumer electronics, M.Video, is encouraging. The space allocated for Belarusian goods showcases the best examples of our technology: from refrigerators to food processors and monitors. The opening of brand zones for Belarusian appliances in Russian stores may signal a new stage in the promotion strategy of domestic manufacturers in the Russian Federation market. This Union State’s project creates new opportunities for manufacturers, consumers and businesses.
At the recently concluded INNOPROM. Belarus International Industrial Exhibition, held in the country for the first time, major domestic manufacturers, residents of the Minsk City Technopark, many other Belarusian companies, as well as guests from 20 Russian regions presented their developments. The platform will provide a powerful impetus to the development of interaction between the countries, strengthen technological sovereignty and once again demonstrate that our specialists are capable of completing any task. 

By Kristina Khilko