The FINANCIAL -- The import of electrical appliances increased by 204,533.3 tonnes, with a total value of USD 5,732,269.4, from January-October 2013, compared with the same period of last year. With more than 1 million tonnes, mobile phones make up the largest part of mported products. Retailers named TVs as the bestselling home appliances bought on New Year's Eve.
2,229,971.2 tonnes, with a total value of USD 120,136,117.1, of electrical products were imported in Georgia during the first ten months of 2013 up from 2,025,437.9 tonnes, worth USD 114,403,847.7, from the same period of last year.
1,103,559 tonnes of mobile phones were imported in Georgia in 2013. They were followed by 115,675 tonnes of TVs, and 97,816 tonnes of irons.
With 60% TVs makes up the largest share of sales on New Year’s Eve at Elit Electronics, one of the leading home appliance dealers in Georgia. They are followed by laptops with 25% and large household appliances with 15%.
The average price for the most popular products at Elit Electronics is GEL 700.
“Bosch, Philips and HP are the top most popular brands at our stores. The high level of their quality and brand-awareness are the reasons for their popularity,” Noka Bandurashvili, official from Elit Electronics, told The FINANCIAL.
Product prices have increased by 5-10% in 2013 in comparison with the previous year at Elit Electronics stores.
The company expects to have sales growth of over 40% in 2013 in comparison with the previous year.
On New Year’s Eve, sales of electrical appliances increase for almost every type of product at the shop “OK”.
“I would highlight the sales of TV and mobile phones in particular, which more than double,” said Salome Gozalishvili, Head of the Marketing Department at OK.
The average price of a TV at OK is GEL 1,000 and for a mobile phone - GEL 500.
According to Gozalishvili, Samsung is the bestselling brand at the company. “The active advertising commercials of this brand may be the reason for its popularity,” she said.
“We had sales growth of 40% in 2013 in comparison with the previous year. We expect at minimum the same results next year,” said Gozalishvili.
OK reduced prices by approximately 1% this year compared to last year.
OK opened its first store in Tbilisi in 2008. The company used to be known as Eurotechniques. The company used to sell only European brands of premium products such as the Italian Zanussi and Candy, the British Baumatic and German AEG.
Later, the company was rebranded into machinery house “OK”. Customers were then offered not only home appliances but also computer equipment and mobile phones. European brands like Samsung, Nokia, HP, Asus and Acer are all currently sold at OK.
The list of bestselling products at ARAY Tomorrow include: TVs, washing machines, refrigerators, stoves and gas heaters. The average price of a TV is GEL 355, washing machine - GEL 533, fridge - GEL 599, stoves - GEL 288, and gas heaters - GEL 335.
LG Electronics is the undisputed leader in the production of household appliances.
“ARAY Tomorrow offers products of over 30 world leading brands. LG Electronics is the bestselling brand at our company. We are official representatives of LG Electronics in Georgia and that may be the reason for its popularity. We provide the longest guarantee period for sold products and the guarantee service is provided by the company LG itself,” said Tiko Didava, Head of the Marketing Department at ARAY Tomorrow.
In addition to having a branch in Georgia, ARAY Tomorrow is currently represented in the United Arab Emirates and Armenia as well. Since 2006, the company has opened eight shops in Georgia alone, including five in Tbilisi, one in Batumi and two in Kutaisi. The shops located in Georgia import and sell European, Asian and American brand-name products.
Last year the turnover of ARAY Tomorrow was GEL 90,000,000.
“We expect sales increase of 15-20% in 2013. Offering high quality world brand products at the lowest prices is the main strategy of our company. The company will not change its strategy in the future. Offering the highest quality products at the lowest prices will remain our priority,” said Didava.