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Minister Of Industry And Trade Denis Manturov - On Production Of Products For Children And Support Of Domestic Enterprises

 The volume of the children's goods market in Russia last year exceeded half a trillion rubles. And the share of children in the structure of the country's population reached a record 15%. As the Minister of Industry and Trade Denis Manturov told Izvestia, by 2020 the share of domestic producers in the children's goods industry should reach 65%. For this purpose, the Ministry of Industry and Trade offers a number of measures that stimulate the growth of domestic production.

- Over the past week, domestic manufacturers of toys, children's furniture, clothing demonstrated their goods at the All-Russian exhibition "The World of Childhood - 2017". At the same time, various studies show a decline in consumer activity. Do Russians need all this diversity?

- Indeed, if until 2014 consumer activity in the industry grew at double-digit rates, now the demand for some positions has slightly decreased. But at the same time, we continue to observe an increase in production volumes for a number of segments of the children's goods market. So, the greatest increase for the first half of 2017 we got in the manufacture of children's shoes and furniture - by 20 and 12% respectively. There were more and domestic toys - by 1-2%. We see similar trends in the production of children's clothing. Undoubtedly, the change in consumer behavior affected the industry, it is primarily small and medium-sized businesses, but the industry continues to gain momentum.

-  And what are the market volumes now?                         

- In 2016, the volume amounted to 530 billion rubles, which significantly exceeds the turnover of a number of other industries. These are children's clothes, toys, books, textbooks, furniture, goods for children's creativity and much more. Clothing accounts for 31% of the market, footwear - 9%, goods for newborns - 26%, toys - 22%. Observing the trends in the industry, we see how free niches in the market that domestic producers could fill, and the potential for growth in general.

Today in Russia there are 27 million children, this is 15% of the total population of the country. The most significant group - up to 4 years - 10 million people. They will grow, demanding children's goods. In general, the growth of the market has already contributed to an increase in the birth rate and incomes of the country's population. In the future, thanks to the stable social and demographic situation in Russia, the market for children's goods will not undergo serious changes. Especially this year, the president announced in Russia "Decade of Childhood". This is another guarantor of the state's attention to the industry of goods for children.

Children's products are a kind of "environment" for the growth and development of the child. Clothes, toys, furniture - all this directly plays a role in shaping the perception of the world by a small man. And from the side of the Ministry of Industry and Trade to this environment, we have two requirements - quality and safety.

-  On the issue of security. In the media, there are regular reports of injuries that children receive from poor-quality toys. For example, spinners. Neither the degree of trauma of this product, nor about the quality is not known. How to deal with malicious child products?

- Here, as in any other industry, a ban is not the best "medicine". If a child asks parents to buy him a rather strange toy from the point of view of an adult, then, most likely, not in a toy as such. There must be a worthy alternative. The Portal "Made for Childhood" created by the Ministry of Industry and Trade presents hundreds of companies whose products can be trusted. There is a state commission for anti-counterfeit, regular surveys of the Rockets are conducted. For example, before the new school year, school clothes for girls were tested - we informed the public about the revealed shortcomings - and this is also a correction of demand towards honest companies. By the way, in the organization's plans for the near future - carrying out large-scale research of baby food and wheelchairs. By 2020, we must come to a 65 percent share of domestic manufacturers in the industry. In the coming years, we and our colleagues from other departments face the challenge of further transforming the children's goods industry. To this end, the Ministry of Industry and Trade will conduct global market research of both domestic and foreign markets.

-  What kind of transformation will this be?

- Our children are now growing in a special environment. This is a world of modern technology, a world with the highest dynamics. Accordingly, the same educational environment should be different, "smart". We now have, together with the Ministry of Education and Science, a special working group to equip schools. Domestic manufacturers have something to offer: interactive whiteboards, equipment for laboratories, scientific classes. All this in combination must involve the child, contribute to its development, the identification of abilities. If we want to raise a new generation of great aircraft designers, then we need to offer them the appropriate conditions, to give the opportunity to work with robotics, for example. The same applies to toys, and any other developmental materials.

 Will the children play in the models of "Superjet" and MC-21?

- If we are talking about the tasks of early career guidance, then another approach is needed. Just to give a child a toy plane is not enough. It is important to get carried away. For example, at the festival "Multimir" this year the site of "Uralvagonzavod" worked. Under the guidance of the animator in the driver's suit the children enthusiastically collected trains, designed bulldozers. Perhaps, at such moments, an incentive is created for further development in this direction.

-  Much has been said about the support of the producers of domestic cartoons, their replication on children's goods. "Masha and the Bear" already replaced Mickey Mouse on school backpacks?

- This task is complex. The Ministry of Culture, for its part, is working to increase the popularity of multiplatforms, the Ministry of Industry and Trade can help producers replicate these images.

But the release of such products requires significant costs for the licensed use of images. In order to make it easier for enterprises to do this, we have now come up with a proposal to compensate the producers of funds spent for the license - such a measure will be a significant incentive.

In Europe, about 40% of the market falls on licensed products, in the US - more than 60%, and in Russia - about 15%. But every year this figure increases. According to estimates by 2020, a Russian will spend on licensed products an average of 2 thousand rubles a year.

- Do Russian children's products are in demand abroad?

- Developing games are very popular. They are bought mainly by the countries of the EEA, which account for 80% of exports, as well as Germany, Austria and Finland - more than 20 countries in total. At the same time, Russian goods are sold well through e-commerce channels on popular "marketplaces". For example, the number of successful Russian manufacturers exporting online includes the company "Khiz" - the creator of the famous children's three-dimensional designers "Fanclastic", as well as the manufacturer of children's clothing Choupette.

Source: Izvestia

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