According to a study by the Analytical Center of the Russian Advertising Industry (AC RAR), 85% of Chinese companies plan to continue operating in the Russian market over the next 1–2 years, viewing it as a platform for long-term growth. 81% of respondents cited promotion as a key success factor, recognizing the need for significant investment in marketing and advertising as a top priority.
Companies link their development strategies in Russia to sales growth (60%), product range expansion (40%), and distributor network development (36%). The majority (72%) intend to introduce products or services specifically created for Russia. At the same time, every fourth company (25%) is preparing three or more new products, while about half (47%) are preparing one to two.
Within two years, 70% of respondents will increase their advertising budgets in the Russian market, with every fourth company doing so significantly. The main promotion channel remains online advertising (74% of companies), followed by PR and events (52%) and content marketing (44%). The leading tools are targeted advertising on social networks, search engine contextual advertising, and promotion on marketplaces.
Chinese companies see the greatest potential for innovation in the digitalization and automation of production (49%), the development of AI and data analytics (43%), as well as in e-commerce solutions (38%).
Respondents cite improved logistics, reduced administrative barriers, and increased brand recognition as growth drivers for their business. The main obstacles are logistical complexities, low brand awareness, and increased competition.
"The study confirms that Chinese companies are not only maintaining their presence but also increasing their investment in promotion. This is partly due to high demand and loyalty: 80% note the positive perception of their products in Russia. In times of instability, businesses usually cut marketing expenses, so their growth indicates serious long-term plans and confidence in the market's maturity," noted Nikolai Vasilyev, head of the AC RAR.
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Companies link their development strategies in Russia to sales growth (60%), product range expansion (40%), and distributor network development (36%). The majority (72%) intend to introduce products or services specifically created for Russia. At the same time, every fourth company (25%) is preparing three or more new products, while about half (47%) are preparing one to two.
Within two years, 70% of respondents will increase their advertising budgets in the Russian market, with every fourth company doing so significantly. The main promotion channel remains online advertising (74% of companies), followed by PR and events (52%) and content marketing (44%). The leading tools are targeted advertising on social networks, search engine contextual advertising, and promotion on marketplaces.
Chinese companies see the greatest potential for innovation in the digitalization and automation of production (49%), the development of AI and data analytics (43%), as well as in e-commerce solutions (38%).
Respondents cite improved logistics, reduced administrative barriers, and increased brand recognition as growth drivers for their business. The main obstacles are logistical complexities, low brand awareness, and increased competition.
"The study confirms that Chinese companies are not only maintaining their presence but also increasing their investment in promotion. This is partly due to high demand and loyalty: 80% note the positive perception of their products in Russia. In times of instability, businesses usually cut marketing expenses, so their growth indicates serious long-term plans and confidence in the market's maturity," noted Nikolai Vasilyev, head of the AC RAR.
Source