Study, study and study….
An analysis of the existing European market of technical security equipment shows that there is no problem with exporting Russian-made products as such. Because the volume of these exports is extremely small. Attempts by individual Russian companies, including ours, to sell something abroad change the overall picture very little. No one is purposefully engaged in the process of creating a market for their product. Open the catalog of any large foreign exhibition, count how many Russian companies participate in it, and you will understand what I mean. The Western market of technical security equipment, which has almost everything that is produced today, exists completely separately from us. And no one is waiting for us there.
There is no demand for goods made in Russia. Moreover, consumers in Europe have great concerns that the quality of these goods is extremely low.
However, even a superficial analysis of the products and technologies offered on the European market shows that many Russian products could successfully compete with them. And not only at the price level. We have technologies that we can successfully sell on the world market, there are products, and finally, ideas that may be in demand. First of all, these are more or less science-intensive products — software, means for access control systems, intercoms — that which can be sold on the world market today. Historically, conditions have developed in Russia when it was necessary to create software for the integration of a wide variety of devices, and from different manufacturers. Here, in my opinion, we have achieved serious success. There are very few similar products on the European market. Thus, Russian-made products are potentially competitive on the world market. But a number of significant circumstances prevent us from realizing these potential opportunities today.
Firstly, we are poorly educated. We have a poor understanding of how to properly conduct marketing research and how to conduct advertising campaigns on the global market, how to competently present information to European and global consumers, etc. We have a poor understanding of the need to create software immediately taking into account its use by residents of different countries. We do not even know how to write instructions designed for European consumers.
Secondly, in order to sell Russian products to European countries, they need to be certified, and it is better to do it in Europe than in China. This is a complex process that costs serious money. Not all manufacturers are ready for such investments. In addition, this process does not end with obtaining the desired certificate. It is necessary to maintain the quality of the products at the proper level all the time, and anyone who uses or sells equipment from Russian manufacturers understands well what I am talking about. Finally, it is necessary to organize warranty and post-warranty service. From a purely organizational point of view, this is not difficult. Trading companies in European countries, as a rule, do not have their own resources for service. They use selected good companies that specialize in service, and on an outsourcing basis are happy to take on this task. It is also not difficult to train specialists from these companies to work with this equipment. But the supply of spare parts from Russia is a difficult problem. As difficult as organizing any supply from Russia.
So, the third factor that complicates the export of our products is the customs legislation of the Russian Federation. It is designed so that any normal person who wants to export something produced in Russia, after the first attempt, will forget about his desire as if it were a nightmare. The first thing he hears at customs: you need a broker, because you yourself will not fill out the customs declaration. Can you imagine how hard it would take for a normal person, in his right mind and with a higher education, not to be able to fill out the paper? The saddest thing is that no one will actually be able to fill out this paper the first time, for this there are not only specialized programs, but also special requirements of the customs authorities. But that is not the worst of it. A person who exports anything other than oil, timber, or metal products causes great amazement among all regulatory authorities. Therefore, be sure that the inspectors will definitely come to you and ask many interesting questions. Where did you get the components that are in this board? And show me the customs declaration for each item? And so on. Their task is to expose you. And all this for the sake of not getting back 18 percent VAT. So imagine what efforts you have to make, what desire you have to have to do export. You have to be a fanatic and crazy at the same time. And let's say such a thing as the need to confirm with each delivery that your goods are not dual-use products. Who needs this, except for the organization that issues these certificates and gets money for it? And this, I repeat, with each delivery. Why can't all this be done once for similar products? And in general, why does the state initially suspect all exporters of something made in Russia of wanting to sell defense secrets to the West? If you ask, say, a manager of a company in Finland whether he sells military products, he will be genuinely surprised. He doesn't even know what it is, and will never understand why he has to prove for a separate fee that he has nothing to do with the defense industry.I don't think anything will change seriously until this long chain is shortened to three points: documents, equipment, certificate. Like in the West. Hand on heart: is there a problem with exporting something from Russia? There is a problem with exporting from Russia officially. That is, the main difficulties are created for people who want to work honestly. If Russia does join the WTO, there will certainly be more order. At least, that's what should happen. But, in my opinion, no breakthrough will happen in the next 10 years anyway.
It is difficult to find partners on the world market, but it is possible. The simplest and most well-known way is to create a European warehouse somewhere in one of the Baltic countries or in one of the former CMEA countries, which are now full members of the EU. Dealers of Russian manufacturers are most often our former compatriots who did not leave for Russia at the time or for some reason and somehow settled there later. They know the country, the legislation and are much better versed in the rules of working on the world market. They are able to translate our instructions and technical data sheets into the required language. They also help organize sales. Most often — to third world countries, less often — to Europe. Of course, it is difficult to expect large sales volumes or significant promotion of your brand, but there are results. This path will be practically the only one for our manufacturers until the state expresses serious interest in organizing the export of high-tech goods. At least, like in Korea and China, where manufacturers wishing to enter the world market are partially reimbursed for the costs of participation in international exhibitions. Well, and of course, until our customs legislation becomes simpler and allows us to supply Russian products, including in small batches. Well, for now, let's wait and learn, learn, and learn…