13 - 15 April 2027Crocus Expo — Moscow
Co-located with
825 exhibitors, 35,000+ sq.m of exhibition space and new contracts with market leaders: we present the key results of the exhibitions and the conclusions of the business program
Discussion session "Notes on the sidelines of ExpoElectronica 2025. Discussion with Russian manufacturers and consumers of electronic components"
The discussion session "Notes on the sidelines of ExpoElectronica 2025 with Russian manufacturers and consumers of electronic components of the OP" became part of the business program of the third day of ExpoElectronica and ExpoCifra 2025. Based on a preliminary survey conducted among participants and visitors of the ExpoElectronica exhibition, fresh data were presented and key trends in the development of the industry were highlighted.
Thanks to a survey conducted on the sidelines of the Electronica Connect digital business community, experts analyzed the views of market representatives and gave their practical recommendations. The session allowed for a lively dialogue to exchange opinions between leading specialists, manufacturers and consumers of electronic components.
First of all, the speakers agreed with the growing need of the industry for local products and separately emphasized: it is necessary to attract more domestic companies, the representation of the Russian ECB both at the exhibition and on the market is really increasing. The professional community also noted the growing presence of ECB companies in the civilian segment.
According to the survey results:
// 59% of respondents responded that the representation of ECB OP is increasing
// 18.5% – representation remains unchanged
// 14.8% – “they don’t make suitable EKB in the Russian Federation”
// 13% – “I can’t assess”
// 3.7 – representation decreases.
"Purposes of visiting the exhibition in terms of electronic components":
// find any supplier – 55.6%
// find a domestic manufacturer – 31.5%
// find a foreign supplier – 5.6%
// other purposes – 1.9%.
"Stimulating the use of OP EKB upon the return of Western vendors":
// set KPIs for managers – 17.3%
// tighten requirements – 15.4%
// ban imports of analogues – 12.3%
// oblige distributors – 11.7%
// introduce protective duties – 11.1%.
Comments from the session experts:
// in terms of motivating companies, there should be a guarantee and protection of the use of Russian electronic components;
// for distributors, motivation cannot be external. In order to skip a sale through a distributor, the process must be profitable and simple, especially in the conditions of competition with Chinese manufacturers;
// One of the support measures could be the introduction of a proportional deduction system for distributors;
// It is important “not to create a control apparatus for the industry”, the motivation must be simple, clear and transparent.
The speakers also commented on the issue of non-compliance with protection requirements and the shortage of different types of electronic components, the main points being:
// there is no issue of capacity shortage, but there is a problem of demand shortage;
// In the matter of protective measures to protect domestic companies, there is concern among equipment vendors in the event of the return of Western colleagues.
“Do you support the introduction of marking similar to the Honest Sign system?”
// 36.7% support
// 21.7% do not support
// 20% - "I haven't figured it out yet"
// 16.7% - not informed.
Some of the speakers at the session spoke in favor of introducing labeling as a sign of product quality and additional certification to the parameters that manufactured solutions must have. At the same time, some speakers believe that labeling does not ensure product quality, but only its authenticity. "The main factor that is presented as an advantage of introducing labeling is counterfeiting, but it is either absent in the electronic component parts (ECB) or is instantly tracked without labeling. In this regard, labeling can simply become an additional burden on business, with the only benefit being the state, for which the tool will serve as an element of traceability."
Commenting on the respondents’ answers to the question “Does the market believe in the growth of domestic electronic components production?”, the experts emphasized:
// if you don't change anything in your approach, including marketing, there will be no growth;
// no one is considering the possibility of an industry decline;
// The development of electronic components depends, in particular, on the developers of the equipment.
Alexander Voronov , Deputy Chief Designer of ZAO NVP Bolid, spoke about the factors limiting the development of the industry : “We do not see the representation of domestic electronic components to the extent that we would like. NVP Bolid has a department that analyzes information. According to statistics, only 43 companies are engaged in dialogue, including communication in the form of a letter and including companies that have not yet responded. Only eight companies continue active dialogue today. Without dialogue with manufacturers, moving forward is impossible.”
Evgeny Dudorov, Chairman of the Board of the Consortium of Robotics and SIU, "we managed to agree on such a measure of support as compensation for the costs of popularizing robotics. The exhibition was also included in the list of events to which we would like to direct this support measure." We will see the results and whether the experience can be transferred to the electronic industry."
Dmitry Petrov , Director of the Scientific Research Center for Development of the Electronic Design Bureau of the Federal State Budgetary Institution “VNIIR”, also commented on the issue : “A number of manufacturers do not know how to work with civilian consumers, and we, as an institute, are trying to establish this contact.”
Evgeny Mordkovich, CEO of Ostec-Electro LLC, noted among the industry’s limiting factors the need to reformat the market towards distributors who “feel the situation in connection with imported electronic components.”
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Marketing session "A good product is marketing. Examples of product marketing in high-tech areas"
Before the speakers' speeches, the following issues were outlined:
// Vertical management and artificial demand do not contribute to the development of competitive solutions for the open market
// There is no product function at most enterprises in the Russian electronics industry
// Shortage of product management/product marketing specialists in the industry
// The specifics of the market do not imply openness in the exchange of information and successful marketing cases
// Weak industrial design, naming, communication strategy.
Alexey Karfidov , co-founder and chief designer of Karfidov Lab, spoke about how high-quality design helps create products that people will want to buy before they appear on the market. He illustrated the topic using the example of the Skarp laser razor project – the project raised several million US dollars. Conclusion: winning design and proper marketing made it possible to convey to the buyer the advantages of even a non-existent product.
Another project described by the speaker is Tucker cars with original headlight design and functionality.
The topic "Lean product planning. How to make a profit from the connection of the "Voice of the customer" with the implementation of product functions" was revealed to the audience by Vlas Strigunenko , consultant, business trainer, ScrumTrek. He spoke about the main problem of creating technically complex products, described the case of the company "Innovations for Children" on the application of the "Lean Planning" method.
As the speaker stated, the characteristics of a technically complex product include the following:
// is manufactured in a complex process with many technological steps
// consists of many systems and subsystems
// is produced in complex cooperation
// has innovations and know-how in its composition
// requires geometric and functional integration
// is subject to certification and satisfies many non-functional requirements.
Results of the company's pilot project:
// One of the three pilot products was launched to the market, two did not achieve their goals and were stopped before the R&D stage.
// The target cost price for the launched product has been achieved; more than 20 sets have been sold by 2024.
// The project was considered successful. It was decided to use the methodology for all new company decisions.
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Anton Bolshakov , CEO of the industrial marketing agency "Tracemarket", gave a presentation "The ideal manufacturer - who is he? A study of the perception of Russian manufacturers of equipment for microelectronics".
The expert described the case of the client "Nanotronic" (GC "Element"). The goals of the project were:
// Identification of “hidden” expectations and needs of customers from domestic equipment for microelectronics.
// Determination of key conditions for choosing a Russian supplier, determination of the “ideal supplier”.
// Assessing the customer’s readiness to switch to Russian solutions.
// Analysis of differences in requirements between customer categories.
The subjects were service station suppliers, service station manufacturers, universities, laboratories and R&D centers, microelectronics institutes of the Russian Academy of Sciences, factories. 20 interviews were conducted to assess the situation and customer needs. During the interview, as the speaker stated, the following were noted:
// growing interest in domestic equipment due to import restrictions, which forced the search for alternatives;
// recognition by customers of the value of domestic equipment, cooperation between manufacturers and customers is the basis for the development of domestic mechanical engineering.
The expert also spoke in detail about working with the market, including stages of working with the professional community, forums and seminars, public reference systems, and feedback from customers. "Industrial cross-section - demand on the market exceeds the capabilities of service station manufacturers," Anton Bolshakov added.
During the study, clients acknowledged:
// The shortage of foreign alternatives turned the customer to a domestic service station
// There is a gradual shift from mistrust to a willingness to cooperate and synergy.
// Flexible approach, readiness to carry out unique knowledge-intensive orders
// Prompt service, problem solving together with the customer, support and documentation in Russian
// State incentives in terms of subsidizing purchases and developments.
“The ideal manufacturer”, according to the company’s research, is a manufacturer that takes into account international experience, integration of modern analytical solutions, predictive approaches, collection of statistics, and also has standardized components, a wide range and maintains chain control.
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