Omni-channel Growth and Financial Performance
Market environment evolution
detsky mir
Online is one of the most fast-growing channels...
Russian children's goods market breakdown by channels (%)
... while DM maintains leading positions in both offline & online
Market share in total children's goods retail in Russia (2) (%)
7.0%
5.8%
7.0%
24%
10.4%
9.4%
22%
10.1%
12.6%
15.6%
22.0%
27.0%
#1
In total children
goods retail in Russia
#2
detsky mir
By children goods
online purchases
14%
9%
6%
3%
3%
3%
2%
1%
39.8%
39.1%
38.8%
36.4%
39.0%
detsky mir
WILDBERRIES
OZON
2021
39.7%
38.9%
38.6%
35.8%
27.0%
2017
2018
General food retailers
E-commerce (¹)
2019
Дочки-
Сыночки
Rich Family
mothercare
КОРАБЛИК
Дарим улыбку детям.
2020
Key competitive strengths allowing Detsky Mir to sustain market leadership
Price leadership
Faster and wider and more
convenient delivery
2020
Specialised stores
2021
Focus on private label and direct
imports
Other
Strong offline presence
appreciated by our customers
Sources: Company data, Ipsos Comcon report, SPARK, Data Insight
Notes: (1) Represents children's goods ordered online (excluding online stores of offline retailers from other sales channels); (2) Market share is based on sales (including VAT of c. 10%) and market volume estimation in Russian total urban population. Market share for Detsky Mir is
based on the consolidated IFRS data (excl. Kazakhstan, Belarus and Zoozavr stores)
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