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11H15.25ZM15.251 7.504H5.748L5.646 7.511C5.45775 7.5369 5.28635 7.63329 5.16643 7.7807C5.04652 7.92811 4.98702 8.11554 4.99997 8.30512C5.01293 8.4947 5.09736 8.6723 5.23621 8.80203C5.37506 8.93176 5.55798 9.00394 5.748 9.004H15.252L15.354 8.998C15.5439 8.97392 15.7173 8.87816 15.8389 8.73034C15.9605 8.58252 16.0209 8.39382 16.0079 8.20288C15.9948 8.01193 15.9093 7.8332 15.7688 7.70327C15.6283 7.57334 15.4424 7.50205 15.251 7.504Z" fill="#461EF8"/> </svg> </span><p class="header-menu__text" data-v-8d45d0d2>Новости</p></a></div><div class="header-menu__item" data-v-8d45d0d2><div class="header-menu__collapse collapsed" data-bs-toggle="collapse" data-bs-target="#header-materials" aria-expanded="false" aria-controls="header-materials" data-v-8d45d0d2><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--menu" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M14 9.9V8.2C14.55 7.96667 15.1127 7.79167 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19.2333 21.5 19.05C20.8833 18.7167 20.2373 18.4583 19.562 18.275C18.8873 18.0917 18.2 18 17.5 18C16.5 18 15.5333 18.175 14.6 18.525C13.6667 18.875 12.8 19.3667 12 20Z" fill="#461EF8"/> </svg> </span><p class="header-menu__title" data-v-8d45d0d2>Материалы</p><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--down" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M5.88 7L12 13.186L18.12 7L20 8.91375L12 17L4 8.91375L5.88 7Z" fill="#181B29"/> </svg> </span></div><ul class="header-menu__list list collapse" id="header-materials" data-bs-parent="#header-parent" data-v-8d45d0d2><li class="header-menu__main" data-bs-toggle="collapse" data-bs-target="#header-materials" aria-expanded="false" aria-controls="header-materials" data-v-8d45d0d2><span class="nuxt-icon nuxt-icon--fill header-menu__chevron" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" 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class="header-menu__subitem" data-v-8d45d0d2><a href="https://www.retail.ru/masterclasses/" rel="noopener noreferrer" class="header-menu__link header-menu__link--item link" title="Мастер-классы" data-v-8d45d0d2>Мастер-классы </a></li></ul></div><div class="header-menu__item" data-v-8d45d0d2><div class="header-menu__item" data-v-8d45d0d2><a href="/materials_day/" class="header-menu__link header-menu__link--news link" title="Картина дня" data-v-8d45d0d2><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--menu" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <g clip-path="url(#clip0_20793_266026)"> <path fill-rule="evenodd" clip-rule="evenodd" d="M18.9549 2.22259C18.9578 2.22545 18.9635 2.2283 18.9635 2.2283L20.0007 0.768397L21.1065 3.29681L22.2124 5.82522L19.4607 5.61094L16.709 5.39667L17.7462 3.93962C17.7434 3.93677 17.7377 3.93391 17.7377 3.93391C13.2801 0.76554 7.09663 1.80833 3.92775 6.26519C0.758875 10.722 1.80183 16.9045 6.2594 20.0729C10.717 23.2412 16.9004 22.1985 20.0693 17.7416C21.578 15.6217 22.1324 13.1076 21.818 10.7163C21.5866 9.35356 23.6782 9.13929 23.8868 10.3678C24.2897 13.2876 23.6239 16.3645 21.778 18.9558C17.9377 24.3555 10.4455 25.6182 5.045 21.7785C-0.355518 17.9387 -1.6185 10.4478 2.22187 5.04812C6.06224 -0.354389 13.5544 -1.62002 18.9549 2.22259Z" fill="#461EF8"/> <path fill-rule="evenodd" clip-rule="evenodd" d="M20 12C20 16.4183 16.4183 20 12 20C7.58172 20 4 16.4183 4 12C4 7.58172 7.58172 4 12 4C16.4183 4 20 7.58172 20 12ZM5.87699 14.2558L8.47721 12.2435C9.31891 11.5753 9.58566 11.1143 9.58566 10.6197C9.58566 10.0344 9.09359 9.68475 8.51605 9.68475C7.82715 9.68475 7.304 10.0344 6.79121 10.6197L5.8252 9.68475C6.52446 8.80161 7.41796 8.30695 8.55749 8.30695C10.057 8.30695 11.1473 9.23152 11.1473 10.5575C11.1473 11.5028 10.7356 12.2332 9.50279 13.1267L8.21822 14.1238H11.2069V15.4912H5.87699V14.2558ZM12.103 14.0513H15.545V15.4886H17.0652V14.0513H18.0001V12.7771H17.0652V8.44165H15.2264L11.958 12.8807L12.103 14.0513ZM15.545 10.0448V12.7771H13.5508L15.545 10.0448Z" fill="#461EF8"/> </g> <defs> <clipPath id="clip0_20793_266026"> <rect width="24" height="24" fill="white"/> </clipPath> </defs> </svg> </span><p class="header-menu__text" data-v-8d45d0d2>Картина дня</p></a></div></div><div class="header-menu__item" data-v-8d45d0d2><div class="header-menu__item" data-v-8d45d0d2><a href="/video/" class="header-menu__link header-menu__link--news link" title="Видео" data-v-8d45d0d2><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--menu" data-v-8d45d0d2> <svg version="1.1" xmlns="http://www.w3.org/2000/svg" width="1024" height="1024" viewBox="0 0 1024 1024"> <title></title> <g id="icomoon-ignore"> </g> <path d="M984.089 215.132c-36.966-43.705-105.211-61.532-235.541-61.532h-473.106c-133.314 0-202.716 18.977-239.539 65.508-35.903 45.367-35.903 112.212-35.903 204.726v176.333c0 179.231 42.599 270.234 275.443 270.234h473.106c113.024 0 175.652-15.733 216.172-54.302 41.549-39.552 59.279-104.125 59.279-215.93v-176.333c0-97.564-2.78-164.803-39.911-208.702zM657.412 536.346l-214.835 111.683c-4.802 2.494-10.056 3.732-15.304 3.732-5.939 0-11.863-1.588-17.111-4.751-9.884-5.954-15.92-16.609-15.92-28.104v-222.643c0-11.473 6.018-22.118 15.884-28.079s22.134-6.367 32.374-1.078l214.835 110.958c10.931 5.647 17.792 16.871 17.813 29.118 0.011 12.252-6.824 23.496-17.736 29.164z"></path> </svg> </span><p class="header-menu__text" data-v-8d45d0d2>Видео</p></a></div></div><div class="header-menu__item" data-v-8d45d0d2><div class="header-menu__collapse collapsed" data-bs-toggle="collapse" data-bs-target="#header-events" aria-expanded="false" aria-controls="header-events" data-v-8d45d0d2><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--menu" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M9 10V12H7V10H9ZM13 10V12H11V10H13ZM17 10V12H15V10H17ZM19 3C19.5304 3 20.0391 3.21071 20.4142 3.58579C20.7893 3.96086 21 4.46957 21 5V19C21 19.5304 20.7893 20.0391 20.4142 20.4142C20.0391 20.7893 19.5304 21 19 21H5C4.46957 21 3.96086 20.7893 3.58579 20.4142C3.21071 20.0391 3 19.5304 3 19V5C3 4.46957 3.21071 3.96086 3.58579 3.58579C3.96086 3.21071 4.46957 3 5 3H6V1H8V3H16V1H18V3H19ZM19 19V8H5V19H19ZM9 14V16H7V14H9ZM13 14V16H11V14H13ZM17 14V16H15V14H17Z" fill="#181B29"/> </svg> </span><p class="header-menu__title" data-v-8d45d0d2>События</p><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--down" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M5.88 7L12 13.186L18.12 7L20 8.91375L12 17L4 8.91375L5.88 7Z" fill="#181B29"/> </svg> </span></div><ul class="header-menu__list list collapse" id="header-events" data-bs-parent="#header-parent" data-v-8d45d0d2><li class="header-menu__main" data-bs-toggle="collapse" data-bs-target="#header-events" aria-expanded="false" aria-controls="header-events" data-v-8d45d0d2><span class="nuxt-icon nuxt-icon--fill header-menu__chevron" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M5.88 7L12 13.186L18.12 7L20 8.91375L12 17L4 8.91375L5.88 7Z" fill="#181B29"/> </svg> </span><p class="header-menu__subtext" data-v-8d45d0d2>События</p></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="/events/" class="header-menu__link header-menu__link--item link" title="Все события" data-v-8d45d0d2> Все события </a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="/my/?action=event/add" class="header-menu__link header-menu__link--item link" title="Добавить событие" data-v-8d45d0d2> Добавить событие </a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="https://www.retail.ru/events/calendar/" rel="noopener noreferrer" class="header-menu__link header-menu__link--item link" title="Календарь событий" data-v-8d45d0d2>Календарь событий </a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="/video/" class="header-menu__link header-menu__link--item link" title="Онлайн-встречи Retail.ru" data-v-8d45d0d2>Онлайн-встречи Retail.ru </a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="/rbc/organizer/" class="header-menu__link header-menu__link--item link" title="Организаторы" data-v-8d45d0d2>Организаторы </a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="http://project29422.tilda.ws/" rel="noopener noreferrer" class="header-menu__link header-menu__link--item link" title="Совместные стенды" data-v-8d45d0d2>Совместные стенды </a></li></ul></div></div><div class="header-menu__block" data-v-8d45d0d2><div class="header-menu__item" data-v-8d45d0d2><div class="header-menu__collapse collapsed" data-bs-toggle="collapse" data-bs-target="#header-business" aria-expanded="false" data-v-8d45d0d2><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--menu" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M10 16V15H3V19C3 20.11 3.89 21 5 21H19C20.11 21 21 20.11 21 19V15H14V16H10ZM20 7H16V5L14 3H10L8 5V7H4C2.9 7 2 7.9 2 9V12C2 13.11 2.89 14 4 14H10V12H14V14H20C21.1 14 22 13.1 22 12V9C22 7.9 21.1 7 20 7ZM14 7H10V5H14V7Z" fill="#461EF8"/> </svg> </span><p class="header-menu__title" data-v-8d45d0d2>Бизнес-центр</p><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--down" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M5.88 7L12 13.186L18.12 7L20 8.91375L12 17L4 8.91375L5.88 7Z" fill="#181B29"/> </svg> </span></div><ul class="header-menu__list list collapse" id="header-business" data-bs-parent="#header-parent" data-v-8d45d0d2><li class="header-menu__main" data-bs-toggle="collapse" data-bs-target="#header-business" aria-expanded="false" aria-controls="header-business" data-v-8d45d0d2><span class="nuxt-icon nuxt-icon--fill header-menu__chevron" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M5.88 7L12 13.186L18.12 7L20 8.91375L12 17L4 8.91375L5.88 7Z" fill="#181B29"/> </svg> </span><p class="header-menu__subtext" data-v-8d45d0d2>Бизнес-центр</p></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="/rbc/" class="header-menu__link header-menu__link--item link" title="Бизнес-центр" data-v-8d45d0d2><strong data-v-8d45d0d2>Бизнес-центр</strong></a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="/rbc/pressreleases/" class="header-menu__link header-menu__link--item link" title="Новости компаний" data-v-8d45d0d2>Новости компаний </a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="https://www.retail.ru/rbc/company/generalnaya_podryadnaya_kompaniya_lend/" rel="noopener noreferrer" class="header-menu__link header-menu__link--item link" title="Слово эксперту!" data-v-8d45d0d2>Слово эксперту! </a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="/rbc/companies/" class="header-menu__link header-menu__link--item link" title="Все компании" data-v-8d45d0d2><strong data-v-8d45d0d2>Все компании</strong></a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="/rbc/tradingnetworks/" class="header-menu__link header-menu__link--item link" title="Торговые сети" data-v-8d45d0d2>Торговые сети </a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="/rbc/company/" class="header-menu__link header-menu__link--item link" title="Поставщики товаров и услуг" data-v-8d45d0d2>Поставщики товаров и услуг </a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="/rbc/organizer/" class="header-menu__link header-menu__link--item link" title="Организаторы" data-v-8d45d0d2>Организаторы </a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="/rbc/education-companies/" class="header-menu__link header-menu__link--item link" title="Обучающие компании" data-v-8d45d0d2>Обучающие компании </a></li></ul></div><div class="header-menu__item" data-v-8d45d0d2><div class="header-menu__collapse collapsed" data-bs-toggle="collapse" data-bs-target="#header-learn" aria-expanded="false" data-v-8d45d0d2><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--menu" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <g clip-path="url(#clip0_3063_42240)"> <path d="M10.3211 4.37782C10.8462 4.12905 11.42 4 12.0011 4C12.5822 4 13.156 4.12905 13.6811 4.37782L23.4291 8.99582C23.5989 9.07619 23.7427 9.20277 23.8438 9.36106C23.945 9.51935 23.9996 9.70294 24.0013 9.89081C24.0029 10.0787 23.9517 10.2632 23.8533 10.4233C23.7549 10.5833 23.6135 10.7124 23.4451 10.7958L13.7451 15.6078C13.2031 15.8767 12.6062 16.0167 12.0011 16.0167C11.396 16.0167 10.7991 15.8767 10.2571 15.6078L2.00111 11.5118V15.9998C2.00111 16.265 1.89575 16.5194 1.70822 16.7069C1.52068 16.8945 1.26633 16.9998 1.00111 16.9998C0.735892 16.9998 0.481538 16.8945 0.294002 16.7069C0.106466 16.5194 0.00110879 16.265 0.00110879 15.9998V9.94982C-0.00818849 9.75213 0.0411476 9.5561 0.142918 9.38637C0.244689 9.21663 0.394354 9.08076 0.573109 8.99582L10.3211 4.37782ZM4.00111 14.7378V17.9998C4.00114 18.1314 4.02712 18.2616 4.07757 18.3831C4.12802 18.5046 4.20194 18.6149 4.29511 18.7078L4.29911 18.7138L4.34511 18.7558L4.46511 18.8678C5.09189 19.4265 5.7695 19.9253 6.48911 20.3578C7.82511 21.1598 9.75511 21.9998 12.0011 21.9998C14.2471 21.9998 16.1771 21.1598 17.5151 20.3578C18.2347 19.9253 18.9123 19.4265 19.5391 18.8678L19.6591 18.7558L19.6911 18.7238L19.7031 18.7118L19.7051 18.7098L19.7091 18.7078C19.8019 18.6148 19.8755 18.5044 19.9256 18.3829C19.9757 18.2614 20.0013 18.1312 20.0011 17.9998V14.7358L14.6331 17.3998C13.815 17.8055 12.9143 18.0166 12.0011 18.0166C11.088 18.0166 10.1872 17.8055 9.36911 17.3998L4.00111 14.7378Z" fill="#461EF8"/> </g> <defs> <clipPath id="clip0_3063_42240"> <rect width="24" height="24" fill="white"/> </clipPath> </defs> </svg> </span><p class="header-menu__title" data-v-8d45d0d2>Обучение</p><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--down" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M5.88 7L12 13.186L18.12 7L20 8.91375L12 17L4 8.91375L5.88 7Z" fill="#181B29"/> </svg> </span></div><ul class="header-menu__list list collapse" id="header-learn" data-bs-parent="#header-parent" data-v-8d45d0d2><li class="header-menu__main" data-bs-toggle="collapse" data-bs-target="#header-learn" aria-expanded="false" aria-controls="header-learn" data-v-8d45d0d2><span class="nuxt-icon nuxt-icon--fill header-menu__chevron" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M5.88 7L12 13.186L18.12 7L20 8.91375L12 17L4 8.91375L5.88 7Z" fill="#181B29"/> </svg> </span><p class="header-menu__subtext" data-v-8d45d0d2>Обучение</p></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="https://www.retail.ru/education/" rel="noopener noreferrer" class="header-menu__link header-menu__link--item link" title="Обучение на Retail.ru" data-v-8d45d0d2>Обучение на Retail.ru </a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="https://www.retail.ru/education/seminars/" rel="noopener noreferrer" class="header-menu__link header-menu__link--item link" title="Семинары" data-v-8d45d0d2>Семинары </a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="/rbc/education-companies/" class="header-menu__link header-menu__link--item link" title="Обучающие компании" data-v-8d45d0d2>Обучающие компании </a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="https://www.retail.ru/education/teachers/" rel="noopener noreferrer" class="header-menu__link header-menu__link--item link" title="Преподаватели" data-v-8d45d0d2>Преподаватели </a></li></ul></div><div class="header-menu__item" data-v-8d45d0d2><div class="header-menu__collapse collapsed" data-bs-toggle="collapse" data-bs-target="#header-shop" aria-expanded="false" data-v-8d45d0d2><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--menu" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M22 9.00052H17.21L12.82 2.43052C12.7285 2.29439 12.605 2.18286 12.4602 2.10574C12.3155 2.02862 12.154 1.98828 11.99 1.98828C11.826 1.98828 11.6645 2.02862 11.5198 2.10574C11.375 2.18286 11.2515 2.29439 11.16 2.43052L6.77 9.00052H2C1.45 9.00052 1 9.45052 1 10.0005C1 10.0905 1.01 10.1805 1.04 10.2705L3.58 19.5405C3.81 20.3805 4.58 21.0005 5.5 21.0005H18.5C19.42 21.0005 20.19 20.3805 20.43 19.5405L22.97 10.2705L23 10.0005C23 9.45052 22.55 9.00052 22 9.00052ZM11.99 4.79052L14.8 9.00052H9.18L11.99 4.79052ZM12 17.0005C10.9 17.0005 10 16.1005 10 15.0005C10 13.9005 10.9 13.0005 12 13.0005C13.1 13.0005 14 13.9005 14 15.0005C14 16.1005 13.1 17.0005 12 17.0005Z" fill="#461EF8"/> </svg> </span><p class="header-menu__title" data-v-8d45d0d2>Магазин</p><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--down" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M5.88 7L12 13.186L18.12 7L20 8.91375L12 17L4 8.91375L5.88 7Z" fill="#181B29"/> </svg> </span></div><ul class="header-menu__list list collapse" id="header-shop" data-bs-parent="#header-parent" data-v-8d45d0d2><li class="header-menu__main" data-bs-toggle="collapse" data-bs-target="#header-shop" aria-expanded="false" aria-controls="header-shop" data-v-8d45d0d2><span class="nuxt-icon nuxt-icon--fill header-menu__chevron" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M5.88 7L12 13.186L18.12 7L20 8.91375L12 17L4 8.91375L5.88 7Z" fill="#181B29"/> </svg> </span><p class="header-menu__subtext" data-v-8d45d0d2>Магазин</p></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="https://www.retail.ru/products/category/" rel="noopener noreferrer" class="header-menu__link header-menu__link--item link" title="Категории" data-v-8d45d0d2>Категории </a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="https://www.retail.ru/products/programs/" rel="noopener noreferrer" class="header-menu__link header-menu__link--item link" title="Программы" data-v-8d45d0d2>Программы </a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="https://www.retail.ru/products/services/" rel="noopener noreferrer" class="header-menu__link header-menu__link--item link" title="Сервисы" data-v-8d45d0d2>Сервисы </a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="https://www.retail.ru/products/equipment/" rel="noopener noreferrer" class="header-menu__link header-menu__link--item link" title="Оборудование" data-v-8d45d0d2>Оборудование </a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="https://www.retail.ru/products/kits/" rel="noopener noreferrer" class="header-menu__link header-menu__link--item link" title="Комплекты автоматизации" data-v-8d45d0d2>Комплекты автоматизации </a></li><li class="header-menu__subitem header-menu__subitem--hover" data-v-8d45d0d2><div class="header-menu__subtitle collapsed" data-bs-toggle="collapse" data-bs-target="#header-books" aria-expanded="false" data-v-8d45d0d2><p class="header-menu__name" data-v-8d45d0d2><strong data-v-8d45d0d2>Книги</strong></p><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--right" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M5.88 7L12 13.186L18.12 7L20 8.91375L12 17L4 8.91375L5.88 7Z" fill="#181B29"/> </svg> </span></div><ul class="header-menu__sublist list collapse" id="header-books" data-v-8d45d0d2><li class="header-menu__main header-menu__main--external" data-bs-toggle="collapse" data-bs-target="#header-books" aria-expanded="false" aria-controls="header-books" data-v-8d45d0d2><span class="nuxt-icon nuxt-icon--fill header-menu__chevron" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M5.88 7L12 13.186L18.12 7L20 8.91375L12 17L4 8.91375L5.88 7Z" fill="#181B29"/> </svg> </span><p class="header-menu__subtext" data-v-8d45d0d2>Книги</p></li><li class="header-menu__external" data-v-8d45d0d2><a href="https://www.retail.ru/books/" rel="noopener noreferrer" class="header-menu__link header-menu__link--subitem link" title="Все книги" data-v-8d45d0d2>Все книги </a></li><li class="header-menu__external" data-v-8d45d0d2><a href="https://www.retail.ru/books/top/" rel="noopener noreferrer" class="header-menu__link header-menu__link--subitem link" title="Топ 10" data-v-8d45d0d2>Топ 10 </a></li><li class="header-menu__external" data-v-8d45d0d2><a href="https://www.retail.ru/books/novelties/" rel="noopener noreferrer" class="header-menu__link header-menu__link--subitem link" title="Новинки" data-v-8d45d0d2>Новинки </a></li><li class="header-menu__external" data-v-8d45d0d2><a href="https://www.retail.ru/books/news/" rel="noopener noreferrer" class="header-menu__link header-menu__link--subitem link" title="Книжные новости" data-v-8d45d0d2>Книжные новости </a></li><li class="header-menu__external" data-v-8d45d0d2><a href="https://www.retail.ru/books/authors/" rel="noopener noreferrer" class="header-menu__link header-menu__link--subitem link" title="Авторы" data-v-8d45d0d2>Авторы </a></li><li class="header-menu__external" data-v-8d45d0d2><a href="https://www.retail.ru/books/info/" rel="noopener noreferrer" class="header-menu__link header-menu__link--subitem link" title="Помощь" data-v-8d45d0d2>Помощь </a></li></ul></li></ul></div><div class="header-menu__item" data-v-8d45d0d2><div class="header-menu__collapse collapsed" data-bs-toggle="collapse" data-bs-target="#header-rk" aria-expanded="false" data-v-8d45d0d2><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--menu" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M12 8H4C3.46957 8 2.96086 8.21071 2.58579 8.58579C2.21071 8.96086 2 9.46957 2 10V14C2 14.5304 2.21071 15.0391 2.58579 15.4142C2.96086 15.7893 3.46957 16 4 16H5V20C5 20.2652 5.10536 20.5196 5.29289 20.7071C5.48043 20.8946 5.73478 21 6 21H8C8.26522 21 8.51957 20.8946 8.70711 20.7071C8.89464 20.5196 9 20.2652 9 20V16H12L17 20V4L12 8ZM21.5 12C21.5 13.71 20.54 15.26 19 16V8C20.53 8.75 21.5 10.3 21.5 12Z" fill="#461EF8"/> </svg> </span><p class="header-menu__title" data-v-8d45d0d2>Реклама</p><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--down" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M5.88 7L12 13.186L18.12 7L20 8.91375L12 17L4 8.91375L5.88 7Z" fill="#181B29"/> </svg> </span></div><ul class="header-menu__list list collapse" id="header-rk" data-bs-parent="#header-parent" data-v-8d45d0d2><li class="header-menu__main" data-bs-toggle="collapse" data-bs-target="#header-rk" aria-expanded="false" aria-controls="header-rk" data-v-8d45d0d2><span class="nuxt-icon nuxt-icon--fill header-menu__chevron" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M5.88 7L12 13.186L18.12 7L20 8.91375L12 17L4 8.91375L5.88 7Z" fill="#181B29"/> </svg> </span><p class="header-menu__subtext" data-v-8d45d0d2>Реклама</p></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="/advert/" class="header-menu__link header-menu__link--item link" title="Реклама" data-v-8d45d0d2><strong data-v-8d45d0d2>Реклама</strong></a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="https://www.retail.ru/advert/request/" rel="noopener noreferrer" class="header-menu__link header-menu__link--item link" title="Оставить заявку" data-v-8d45d0d2><strong data-v-8d45d0d2>Оставить заявку</strong></a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="https://www.retail.ru/advert/tovar_na_polku/" rel="noopener noreferrer" class="header-menu__link header-menu__link--item link" title="Спецпроект Товар на полку" data-v-8d45d0d2>Спецпроект Товар на полку </a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="/advert/newspaper_banners/" class="header-menu__link header-menu__link--item link" title="Печатная версия" data-v-8d45d0d2>Печатная версия </a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="/advert/#statistics" class="header-menu__link header-menu__link--item link" externaltitle="Статистика" data-v-8d45d0d2><strong data-v-8d45d0d2>Статистика</strong></a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="/advert/paid_content/" class="header-menu__link header-menu__link--item link" title="Платный контент" data-v-8d45d0d2>Платный контент </a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="https://retail.bitrix24.site/" rel="noopener noreferrer" class="header-menu__link header-menu__link--item link" title="Совместные стенды" data-v-8d45d0d2>Совместные стенды </a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="/advert/template_banners/" class="header-menu__link header-menu__link--item link" title="Сквозные баннеры" data-v-8d45d0d2><strong data-v-8d45d0d2>Сквозные баннеры</strong></a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="/advert/edu_banners/" class="header-menu__link header-menu__link--item link" title="Реклама в разделе обучение" data-v-8d45d0d2>Реклама в разделе обучение </a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="/advert/advertising-events/" class="header-menu__link header-menu__link--item link" title="Сопровождение и реклама мероприятий" data-v-8d45d0d2>Сопровождение и реклама мероприятий </a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="/advert/#clients" class="header-menu__link header-menu__link--item link" title="Клиенты" data-v-8d45d0d2>Клиенты </a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="/advert/special/" class="header-menu__link header-menu__link--item link" title="Спецпроекты (видео)" data-v-8d45d0d2>Спецпроекты (видео) </a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="/advert/template_banners/#requirements" class="header-menu__link header-menu__link--item link" title="Требования" data-v-8d45d0d2>Требования </a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="/advert/paid_content/#requirements" class="header-menu__link header-menu__link--item link" title="Подготовка к размещению статьи" data-v-8d45d0d2><strong data-v-8d45d0d2>Подготовка к размещению статьи</strong></a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="/advert/law/" class="header-menu__link header-menu__link--item link" title="Требования законодательства" data-v-8d45d0d2>Требования законодательства </a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="/advert/template_banners/#banner_making" class="header-menu__link header-menu__link--item link" title="Изготовление баннеров" data-v-8d45d0d2>Изготовление баннеров </a></li><li class="header-menu__subitem" data-v-8d45d0d2><a href="/advert/contacts/" class="header-menu__link header-menu__link--item link" title="Контакты" data-v-8d45d0d2>Контакты </a></li></ul></div></div><div class="header-menu__social header-external" data-v-8d45d0d2><div class="header-external__line" data-v-8d45d0d2></div><div class="socials-list header-external__items header-social social" data-v-8d45d0d2><a href="https://www.retail.ru/mailing/" rel="noopener noreferrer" target="_self" 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201.712-172.487 271.272-85.028 69.555-190.115 109.89-299.76 115.057-109.645 5.161-218.046-25.124-309.21-86.389-91.164-61.255-160.265-150.256-197.112-253.864s-39.489-216.34-7.536-321.567c31.952-105.228 96.81-197.379 185.003-262.862z"></path> <path d="M921.050 160.771l0.548 1.338-87.49 135.409c-31.82-45.944-74.455-84.187-124.354-111.255v308.148c0 94.545-78.654 171.186-175.677 171.186s-175.677-76.641-175.677-171.186c0-94.544 78.654-171.186 175.677-171.186 36.362 0 70.143 10.765 98.17 29.203v-352.428c114.058 21.377 214.768 79.298 288.803 160.77z"></path> </svg> </span></a><a href="https://podcasts.google.com/feed/aHR0cHM6Ly9jbG91ZC5tYXZlLmRpZ2l0YWwvNDIzMDE" rel="noopener noreferrer" target="_blank" class="socials-list__link" title="Google подкасты"><span class="nuxt-icon nuxt-icon--fill socials-list__icon"> <svg version="1.1" xmlns="http://www.w3.org/2000/svg" width="1024" height="1024" viewBox="0 0 1024 1024"> <title></title> <g id="icomoon-ignore"> </g> <path d="M802.817 267.262v71.68c0 34.816-28.16 63.488-64 63.488-35.328 0-64-28.672-64-63.488v-71.68c0-16.974 6.743-33.252 18.744-45.254s28.283-18.745 45.256-18.745c35.84 0 64 28.672 64 64zM576 325.63v372.225c0 35.328-28.672 64-64 64s-64-28.672-64-64v-372.225c0-34.816 28.672-64 64-64s64 29.184 64 64zM1024.001 476.158v71.68c0 34.816-28.672 63.488-64 63.488s-64-28.672-64-63.488v-71.68c0-35.328 28.672-63.488 64-63.488s64 28.16 64 63.488zM128 476.158v71.68c0 34.816-28.672 63.488-64 63.488-35.84 0-64-28.672-64-63.488v-71.68c0-35.328 28.16-63.488 64-63.488 35.328 0 64 28.16 64 63.488zM349.184 685.054v71.168c0 34.816-28.672 62.976-64 62.976s-64-28.16-64-62.976v-71.168c0-35.84 28.672-64 64-64 16.974 0 33.252 6.743 45.254 18.744s18.745 28.283 18.745 45.256zM576 888.831v71.168c0 16.973-6.743 33.254-18.744 45.256s-28.283 18.744-45.256 18.744c-16.973 0-33.254-6.743-45.256-18.744s-18.744-28.283-18.744-45.256v-71.168c0-16.973 6.743-33.254 18.744-45.256s28.283-18.744 45.256-18.744c16.973 0 33.254 6.743 45.256 18.744s18.744 28.283 18.744 45.256zM576 63.999v71.168c0 16.974-6.743 33.252-18.744 45.254s-28.283 18.745-45.256 18.745c-16.973 0-33.254-6.743-45.256-18.745s-18.744-28.28-18.744-45.254v-71.168c0-35.84 28.672-64 64-64 16.973 0 33.254 6.743 45.256 18.745s18.744 28.28 18.744 45.254zM802.817 529.407v226.816c0 35.328-28.16 62.976-64 62.976-35.328 0-64-27.648-64-62.976v-226.816c0-35.84 28.672-64 64-64 35.84 0 64 28.16 64 64zM349.184 267.262v226.816c0 35.84-28.672 64-64 64-16.974 0-33.252-6.743-45.254-18.744s-18.745-28.283-18.745-45.256v-226.816c0-16.974 6.743-33.252 18.745-45.254s28.28-18.745 45.254-18.745c16.974 0 33.252 6.743 45.254 18.745s18.745 28.28 18.745 45.254z"></path> </svg> </span></a><a href="https://podcasts.apple.com/gb/podcast/retail-ru/id1537246774" rel="noopener noreferrer" target="_blank" class="socials-list__link" title="Apple подкасты"><span class="nuxt-icon nuxt-icon--fill socials-list__icon"> <svg version="1.1" xmlns="http://www.w3.org/2000/svg" width="1024" height="1024" viewBox="0 0 1024 1024"> <title></title> <g id="icomoon-ignore"> </g> <path d="M512 0c-240.488 0-436.148 195.66-436.148 436.148 0 176.32 105.389 328.206 256.296 396.888-4.286-32.009-7.672-63.776-9.037-90.663-102.665-63.564-171.407-176.856-171.407-306.225 0-198.656 161.64-360.296 360.296-360.296s360.296 161.64 360.296 360.296c0 129.368-68.742 242.661-171.405 306.225-1.365 26.852-4.754 58.654-9.042 90.663 150.91-68.681 256.299-220.567 256.299-396.888 0-240.488-195.657-436.148-436.148-436.148zM512 151.704c-156.862 0-284.444 127.583-284.444 284.444 0 89.278 41.449 168.998 105.999 221.184 8.571-23.17 23.042-44.652 43.333-62.593-44.866-38.305-73.481-95.143-73.481-158.591 0-114.991 93.601-208.593 208.593-208.593s208.593 93.601 208.593 208.593c0 63.448-28.616 120.286-73.48 158.591 20.288 17.901 34.801 39.383 43.332 62.593 64.55-52.186 106.001-131.906 106.001-221.184 0-156.862-127.583-284.444-284.444-284.444zM512 303.407c-73.197 0-132.741 59.544-132.741 132.741s59.544 132.741 132.741 132.741c73.197 0 132.741-59.544 132.741-132.741s-59.544-132.741-132.741-132.741zM512 379.259c31.367 0 56.889 25.522 56.889 56.889s-25.522 56.889-56.889 56.889c-31.367 0-56.889-25.522-56.889-56.889s25.522-56.889 56.889-56.889zM512 606.815c-119.806 0-132.741 78.724-132.741 112.595 0 62.35 20.369 187.774 31.483 235.333 4.89 20.859 24.571 69.257 101.257 69.257s96.367-48.398 101.257-69.257c11.115-47.524 31.483-172.983 31.483-235.333 0-33.87-12.935-112.595-132.741-112.595zM512 682.667c56.889 0 56.889 21.228 56.889 36.743 0 50.629-17.841 168.047-29.481 217.998-0.951 3.98-2.528 10.74-27.407 10.74s-26.457-6.72-27.407-10.664c-11.605-49.835-29.481-167.405-29.481-218.074 0-15.514 0-36.743 56.889-36.743z"></path> </svg> </span></a></div></div></div><div class="header-menu--disable header__menu header-menu header-menu--lg" data-v-8d45d0d2><div class="header-menu__item" data-v-8d45d0d2><a href="/theme/" class="header-menu__link header-menu__link--news link" title="Темы" data-v-8d45d0d2><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--menu" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <mask id="mask0_3063_42221" style="mask-type:alpha" maskUnits="userSpaceOnUse" x="0" y="0" width="24" height="24"> <rect width="24" height="24" fill="#D9D9D9"/> </mask> <g mask="url(#mask0_3063_42221)"> <path d="M16.65 13L11 7.35001L16.65 1.70001L22.3 7.35001L16.65 13ZM3 11V3.00001H11V11H3ZM13 21V13H21V21H13ZM3 21V13H11V21H3Z" fill="#461EF8"/> </g> </svg> </span><p class="header-menu__text" data-v-8d45d0d2>Темы</p></a></div><div class="header-menu__item" data-v-8d45d0d2><a href="/news/" class="header-menu__link header-menu__link--news link" title="Новости" data-v-8d45d0d2><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--menu" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M16.75 4C17.3201 3.99993 17.869 4.2163 18.2858 4.60537C18.7025 4.99444 18.956 5.52721 18.995 6.096L19 6.25V17.5C18.9998 17.6249 19.0463 17.7455 19.1305 17.8378C19.2147 17.9301 19.3304 17.9876 19.4548 17.9989C19.5793 18.0102 19.7034 17.9745 19.8028 17.8988C19.9023 17.8231 19.9697 17.7129 19.992 17.59L20 17.5V7.014C20.5219 7.07236 21.007 7.31146 21.3712 7.68988C21.7354 8.06831 21.9557 8.5622 21.994 9.086L22 9.25V16.75C22.0001 17.5801 21.6824 18.3788 21.1123 18.9822C20.5422 19.5856 19.7628 19.948 18.934 19.995L18.75 20H5.25C4.41986 20.0001 3.62117 19.6824 3.01777 19.1123C2.41437 18.5422 2.052 17.7628 2.005 16.934L2 16.75V6.25C1.99993 5.67987 2.2163 5.13098 2.60537 4.71425C2.99444 4.29751 3.52721 4.04402 4.096 4.005L4.25 4H16.75ZM9.248 11H5.748C5.54909 11 5.35832 11.079 5.21767 11.2197C5.07702 11.3603 4.998 11.5511 4.998 11.75V15.25C4.998 15.664 5.334 16 5.748 16H9.248C9.44691 16 9.63768 15.921 9.77833 15.7803C9.91898 15.6397 9.998 15.4489 9.998 15.25V11.75C9.998 11.5511 9.91898 11.3603 9.77833 11.2197C9.63768 11.079 9.44691 11 9.248 11ZM15.252 14.5H12.754L12.652 14.507C12.4638 14.5329 12.2923 14.6293 12.1724 14.7767C12.0525 14.9241 11.993 15.1115 12.006 15.3011C12.0189 15.4907 12.1034 15.6683 12.2422 15.798C12.3811 15.9278 12.564 15.9999 12.754 16H15.252L15.354 15.993C15.5422 15.9671 15.7137 15.8707 15.8336 15.7233C15.9535 15.5759 16.013 15.3885 16 15.1989C15.9871 15.0093 15.9026 14.8317 15.7638 14.702C15.6249 14.5722 15.442 14.5001 15.252 14.5ZM8.498 12.5V14.5H6.498V12.5H8.498ZM15.25 11L12.752 11.005L12.65 11.011C12.4599 11.0351 12.2863 11.1309 12.1646 11.279C12.043 11.427 11.9827 11.616 11.996 11.8071C12.0093 11.9983 12.0952 12.1771 12.2362 12.3068C12.3771 12.4366 12.5624 12.5075 12.754 12.505L15.253 12.5L15.354 12.493C15.5423 12.4671 15.7138 12.3706 15.8337 12.2231C15.9536 12.0756 16.0131 11.888 16 11.6984C15.9869 11.5087 15.9023 11.3311 15.7632 11.2015C15.6242 11.0718 15.4411 10.9998 15.251 11H15.25ZM15.251 7.504H5.748L5.646 7.511C5.45775 7.5369 5.28635 7.63329 5.16643 7.7807C5.04652 7.92811 4.98702 8.11554 4.99997 8.30512C5.01293 8.4947 5.09736 8.6723 5.23621 8.80203C5.37506 8.93176 5.55798 9.00394 5.748 9.004H15.252L15.354 8.998C15.5439 8.97392 15.7173 8.87816 15.8389 8.73034C15.9605 8.58252 16.0209 8.39382 16.0079 8.20288C15.9948 8.01193 15.9093 7.8332 15.7688 7.70327C15.6283 7.57334 15.4424 7.50205 15.251 7.504Z" fill="#461EF8"/> </svg> </span><p class="header-menu__text" data-v-8d45d0d2>Новости</p></a></div><div class="header-menu__item" data-v-8d45d0d2><div class="header-menu__collapse collapsed" data-bs-toggle="collapse" data-bs-target="#header-materials" aria-expanded="false" data-v-8d45d0d2><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--menu" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M14 9.9V8.2C14.55 7.96667 15.1127 7.79167 15.688 7.675C16.2627 7.55833 16.8667 7.5 17.5 7.5C17.9333 7.5 18.3583 7.53333 18.775 7.6C19.1917 7.66667 19.6 7.75 20 7.85V9.45C19.6 9.3 19.196 9.18767 18.788 9.113C18.3793 9.03767 17.95 9 17.5 9C16.8667 9 16.2583 9.07933 15.675 9.238C15.0917 9.396 14.5333 9.61667 14 9.9ZM14 15.4V13.7C14.55 13.4667 15.1127 13.2917 15.688 13.175C16.2627 13.0583 16.8667 13 17.5 13C17.9333 13 18.3583 13.0333 18.775 13.1C19.1917 13.1667 19.6 13.25 20 13.35V14.95C19.6 14.8 19.196 14.6877 18.788 14.613C18.3793 14.5377 17.95 14.5 17.5 14.5C16.8667 14.5 16.2583 14.575 15.675 14.725C15.0917 14.875 14.5333 15.1 14 15.4ZM14 12.65V10.95C14.55 10.7167 15.1127 10.5417 15.688 10.425C16.2627 10.3083 16.8667 10.25 17.5 10.25C17.9333 10.25 18.3583 10.2833 18.775 10.35C19.1917 10.4167 19.6 10.5 20 10.6V12.2C19.6 12.05 19.196 11.9377 18.788 11.863C18.3793 11.7877 17.95 11.75 17.5 11.75C16.8667 11.75 16.2583 11.8293 15.675 11.988C15.0917 12.146 14.5333 12.3667 14 12.65ZM13 17.05C13.7333 16.7 14.471 16.4373 15.213 16.262C15.9543 16.0873 16.7167 16 17.5 16C18.1 16 18.6877 16.05 19.263 16.15C19.8377 16.25 20.4167 16.4 21 16.6V6.7C20.45 6.46667 19.8793 6.29167 19.288 6.175C18.696 6.05833 18.1 6 17.5 6C16.7167 6 15.9417 6.1 15.175 6.3C14.4083 6.5 13.6833 6.8 13 7.2V17.05ZM12 20C11.2 19.3667 10.3333 18.875 9.4 18.525C8.46667 18.175 7.5 18 6.5 18C5.8 18 5.11267 18.0917 4.438 18.275C3.76267 18.4583 3.11667 18.7167 2.5 19.05C2.15 19.2333 1.81267 19.225 1.488 19.025C1.16267 18.825 1 18.5333 1 18.15V6.1C1 5.91667 1.046 5.74167 1.138 5.575C1.22933 5.40833 1.36667 5.28333 1.55 5.2C2.33333 4.81667 3.13767 4.52067 3.963 4.312C4.78767 4.104 5.63333 4 6.5 4C7.46667 4 8.41267 4.125 9.338 4.375C10.2627 4.625 11.15 5 12 5.5C12.85 5 13.7377 4.625 14.663 4.375C15.5877 4.125 16.5333 4 17.5 4C18.3667 4 19.2127 4.104 20.038 4.312C20.8627 4.52067 21.6667 4.81667 22.45 5.2C22.6333 5.28333 22.771 5.40833 22.863 5.575C22.9543 5.74167 23 5.91667 23 6.1V18.15C23 18.5333 22.8377 18.825 22.513 19.025C22.1877 19.225 21.85 19.2333 21.5 19.05C20.8833 18.7167 20.2373 18.4583 19.562 18.275C18.8873 18.0917 18.2 18 17.5 18C16.5 18 15.5333 18.175 14.6 18.525C13.6667 18.875 12.8 19.3667 12 20Z" fill="#461EF8"/> </svg> </span><p class="header-menu__title" data-v-8d45d0d2>Материалы</p><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--down" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M5.88 7L12 13.186L18.12 7L20 8.91375L12 17L4 8.91375L5.88 7Z" fill="#181B29"/> </svg> </span></div></div><div class="header-menu__item" data-v-8d45d0d2><a href="/materials_day/" class="header-menu__link header-menu__link--news link" title="Картина дня" data-v-8d45d0d2><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--menu" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <g clip-path="url(#clip0_20793_266026)"> <path fill-rule="evenodd" clip-rule="evenodd" d="M18.9549 2.22259C18.9578 2.22545 18.9635 2.2283 18.9635 2.2283L20.0007 0.768397L21.1065 3.29681L22.2124 5.82522L19.4607 5.61094L16.709 5.39667L17.7462 3.93962C17.7434 3.93677 17.7377 3.93391 17.7377 3.93391C13.2801 0.76554 7.09663 1.80833 3.92775 6.26519C0.758875 10.722 1.80183 16.9045 6.2594 20.0729C10.717 23.2412 16.9004 22.1985 20.0693 17.7416C21.578 15.6217 22.1324 13.1076 21.818 10.7163C21.5866 9.35356 23.6782 9.13929 23.8868 10.3678C24.2897 13.2876 23.6239 16.3645 21.778 18.9558C17.9377 24.3555 10.4455 25.6182 5.045 21.7785C-0.355518 17.9387 -1.6185 10.4478 2.22187 5.04812C6.06224 -0.354389 13.5544 -1.62002 18.9549 2.22259Z" fill="#461EF8"/> <path fill-rule="evenodd" clip-rule="evenodd" d="M20 12C20 16.4183 16.4183 20 12 20C7.58172 20 4 16.4183 4 12C4 7.58172 7.58172 4 12 4C16.4183 4 20 7.58172 20 12ZM5.87699 14.2558L8.47721 12.2435C9.31891 11.5753 9.58566 11.1143 9.58566 10.6197C9.58566 10.0344 9.09359 9.68475 8.51605 9.68475C7.82715 9.68475 7.304 10.0344 6.79121 10.6197L5.8252 9.68475C6.52446 8.80161 7.41796 8.30695 8.55749 8.30695C10.057 8.30695 11.1473 9.23152 11.1473 10.5575C11.1473 11.5028 10.7356 12.2332 9.50279 13.1267L8.21822 14.1238H11.2069V15.4912H5.87699V14.2558ZM12.103 14.0513H15.545V15.4886H17.0652V14.0513H18.0001V12.7771H17.0652V8.44165H15.2264L11.958 12.8807L12.103 14.0513ZM15.545 10.0448V12.7771H13.5508L15.545 10.0448Z" fill="#461EF8"/> </g> <defs> <clipPath id="clip0_20793_266026"> <rect width="24" height="24" fill="white"/> </clipPath> </defs> </svg> </span><p class="header-menu__text" data-v-8d45d0d2>Картина дня</p></a></div><div class="header-menu__item" data-v-8d45d0d2><a href="/video/" class="header-menu__link header-menu__link--news link" title="Видео" data-v-8d45d0d2><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--menu" data-v-8d45d0d2> <svg version="1.1" xmlns="http://www.w3.org/2000/svg" width="1024" height="1024" viewBox="0 0 1024 1024"> <title></title> <g id="icomoon-ignore"> </g> <path d="M984.089 215.132c-36.966-43.705-105.211-61.532-235.541-61.532h-473.106c-133.314 0-202.716 18.977-239.539 65.508-35.903 45.367-35.903 112.212-35.903 204.726v176.333c0 179.231 42.599 270.234 275.443 270.234h473.106c113.024 0 175.652-15.733 216.172-54.302 41.549-39.552 59.279-104.125 59.279-215.93v-176.333c0-97.564-2.78-164.803-39.911-208.702zM657.412 536.346l-214.835 111.683c-4.802 2.494-10.056 3.732-15.304 3.732-5.939 0-11.863-1.588-17.111-4.751-9.884-5.954-15.92-16.609-15.92-28.104v-222.643c0-11.473 6.018-22.118 15.884-28.079s22.134-6.367 32.374-1.078l214.835 110.958c10.931 5.647 17.792 16.871 17.813 29.118 0.011 12.252-6.824 23.496-17.736 29.164z"></path> </svg> </span><p class="header-menu__text" data-v-8d45d0d2>Видео</p></a></div><div class="header-menu__item" data-v-8d45d0d2><div class="header-menu__collapse collapsed" data-bs-toggle="collapse" data-bs-target="#header-events" aria-expanded="false" data-v-8d45d0d2><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--menu" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M9 10V12H7V10H9ZM13 10V12H11V10H13ZM17 10V12H15V10H17ZM19 3C19.5304 3 20.0391 3.21071 20.4142 3.58579C20.7893 3.96086 21 4.46957 21 5V19C21 19.5304 20.7893 20.0391 20.4142 20.4142C20.0391 20.7893 19.5304 21 19 21H5C4.46957 21 3.96086 20.7893 3.58579 20.4142C3.21071 20.0391 3 19.5304 3 19V5C3 4.46957 3.21071 3.96086 3.58579 3.58579C3.96086 3.21071 4.46957 3 5 3H6V1H8V3H16V1H18V3H19ZM19 19V8H5V19H19ZM9 14V16H7V14H9ZM13 14V16H11V14H13ZM17 14V16H15V14H17Z" fill="#181B29"/> </svg> </span><p class="header-menu__title" data-v-8d45d0d2>События</p><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--down" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M5.88 7L12 13.186L18.12 7L20 8.91375L12 17L4 8.91375L5.88 7Z" fill="#181B29"/> </svg> </span></div></div><div class="header-menu__item" data-v-8d45d0d2><div class="header-menu__collapse collapsed" data-bs-toggle="collapse" data-bs-target="#header-business" aria-expanded="false" data-v-8d45d0d2><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--menu" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M10 16V15H3V19C3 20.11 3.89 21 5 21H19C20.11 21 21 20.11 21 19V15H14V16H10ZM20 7H16V5L14 3H10L8 5V7H4C2.9 7 2 7.9 2 9V12C2 13.11 2.89 14 4 14H10V12H14V14H20C21.1 14 22 13.1 22 12V9C22 7.9 21.1 7 20 7ZM14 7H10V5H14V7Z" fill="#461EF8"/> </svg> </span><p class="header-menu__title" data-v-8d45d0d2>Бизнес-центр</p><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--down" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M5.88 7L12 13.186L18.12 7L20 8.91375L12 17L4 8.91375L5.88 7Z" fill="#181B29"/> </svg> </span></div></div><div class="header-menu__item" data-v-8d45d0d2><div class="header-menu__collapse collapsed" data-bs-toggle="collapse" data-bs-target="#header-learn" aria-expanded="false" data-v-8d45d0d2><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--menu" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <g clip-path="url(#clip0_3063_42240)"> <path d="M10.3211 4.37782C10.8462 4.12905 11.42 4 12.0011 4C12.5822 4 13.156 4.12905 13.6811 4.37782L23.4291 8.99582C23.5989 9.07619 23.7427 9.20277 23.8438 9.36106C23.945 9.51935 23.9996 9.70294 24.0013 9.89081C24.0029 10.0787 23.9517 10.2632 23.8533 10.4233C23.7549 10.5833 23.6135 10.7124 23.4451 10.7958L13.7451 15.6078C13.2031 15.8767 12.6062 16.0167 12.0011 16.0167C11.396 16.0167 10.7991 15.8767 10.2571 15.6078L2.00111 11.5118V15.9998C2.00111 16.265 1.89575 16.5194 1.70822 16.7069C1.52068 16.8945 1.26633 16.9998 1.00111 16.9998C0.735892 16.9998 0.481538 16.8945 0.294002 16.7069C0.106466 16.5194 0.00110879 16.265 0.00110879 15.9998V9.94982C-0.00818849 9.75213 0.0411476 9.5561 0.142918 9.38637C0.244689 9.21663 0.394354 9.08076 0.573109 8.99582L10.3211 4.37782ZM4.00111 14.7378V17.9998C4.00114 18.1314 4.02712 18.2616 4.07757 18.3831C4.12802 18.5046 4.20194 18.6149 4.29511 18.7078L4.29911 18.7138L4.34511 18.7558L4.46511 18.8678C5.09189 19.4265 5.7695 19.9253 6.48911 20.3578C7.82511 21.1598 9.75511 21.9998 12.0011 21.9998C14.2471 21.9998 16.1771 21.1598 17.5151 20.3578C18.2347 19.9253 18.9123 19.4265 19.5391 18.8678L19.6591 18.7558L19.6911 18.7238L19.7031 18.7118L19.7051 18.7098L19.7091 18.7078C19.8019 18.6148 19.8755 18.5044 19.9256 18.3829C19.9757 18.2614 20.0013 18.1312 20.0011 17.9998V14.7358L14.6331 17.3998C13.815 17.8055 12.9143 18.0166 12.0011 18.0166C11.088 18.0166 10.1872 17.8055 9.36911 17.3998L4.00111 14.7378Z" fill="#461EF8"/> </g> <defs> <clipPath id="clip0_3063_42240"> <rect width="24" height="24" fill="white"/> </clipPath> </defs> </svg> </span><p class="header-menu__title" data-v-8d45d0d2>Обучение</p><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--down" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M5.88 7L12 13.186L18.12 7L20 8.91375L12 17L4 8.91375L5.88 7Z" fill="#181B29"/> </svg> </span></div></div><div class="header-menu__item" data-v-8d45d0d2><div class="header-menu__collapse collapsed" data-bs-toggle="collapse" data-bs-target="#header-shop" aria-expanded="false" data-v-8d45d0d2><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--menu" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M22 9.00052H17.21L12.82 2.43052C12.7285 2.29439 12.605 2.18286 12.4602 2.10574C12.3155 2.02862 12.154 1.98828 11.99 1.98828C11.826 1.98828 11.6645 2.02862 11.5198 2.10574C11.375 2.18286 11.2515 2.29439 11.16 2.43052L6.77 9.00052H2C1.45 9.00052 1 9.45052 1 10.0005C1 10.0905 1.01 10.1805 1.04 10.2705L3.58 19.5405C3.81 20.3805 4.58 21.0005 5.5 21.0005H18.5C19.42 21.0005 20.19 20.3805 20.43 19.5405L22.97 10.2705L23 10.0005C23 9.45052 22.55 9.00052 22 9.00052ZM11.99 4.79052L14.8 9.00052H9.18L11.99 4.79052ZM12 17.0005C10.9 17.0005 10 16.1005 10 15.0005C10 13.9005 10.9 13.0005 12 13.0005C13.1 13.0005 14 13.9005 14 15.0005C14 16.1005 13.1 17.0005 12 17.0005Z" fill="#461EF8"/> </svg> </span><p class="header-menu__title" data-v-8d45d0d2>Магазин</p><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--down" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M5.88 7L12 13.186L18.12 7L20 8.91375L12 17L4 8.91375L5.88 7Z" fill="#181B29"/> </svg> </span></div></div><div class="header-menu__item" data-v-8d45d0d2><div class="header-menu__collapse collapsed" data-bs-toggle="collapse" data-bs-target="#header-rk" aria-expanded="false" data-v-8d45d0d2><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--menu" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M12 8H4C3.46957 8 2.96086 8.21071 2.58579 8.58579C2.21071 8.96086 2 9.46957 2 10V14C2 14.5304 2.21071 15.0391 2.58579 15.4142C2.96086 15.7893 3.46957 16 4 16H5V20C5 20.2652 5.10536 20.5196 5.29289 20.7071C5.48043 20.8946 5.73478 21 6 21H8C8.26522 21 8.51957 20.8946 8.70711 20.7071C8.89464 20.5196 9 20.2652 9 20V16H12L17 20V4L12 8ZM21.5 12C21.5 13.71 20.54 15.26 19 16V8C20.53 8.75 21.5 10.3 21.5 12Z" fill="#461EF8"/> </svg> </span><p class="header-menu__title" data-v-8d45d0d2>Реклама</p><span class="nuxt-icon nuxt-icon--fill header-menu__icon header-menu__icon--down" data-v-8d45d0d2><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M5.88 7L12 13.186L18.12 7L20 8.91375L12 17L4 8.91375L5.88 7Z" fill="#181B29"/> </svg> </span></div></div></div></div><div class="header-background" data-v-8d45d0d2></div><div class="header-down" id="header-parent-lg" data-v-8d45d0d2><div class="header-down__blocks collapse js-header-down" id="header-materials" data-bs-parent="#header-parent-lg" data-v-8d45d0d2><div class="header-down__cards" data-v-8d45d0d2><ul class="header-down__list header-down__list--bordered list" data-v-8d45d0d2><li class="header-down__item" data-v-8d45d0d2><a href="/articles/" class="header-down__link link" title="Статьи" data-v-8d45d0d2>Статьи </a></li><li class="header-down__item" data-v-8d45d0d2><a href="/interviews/" class="header-down__link link" title="Интервью" data-v-8d45d0d2> Интервью </a></li><li class="header-down__item" data-v-8d45d0d2><a href="/cases/" class="header-down__link link" title="Кейсы" data-v-8d45d0d2>Кейсы</a></li><li class="header-down__item" data-v-8d45d0d2><a href="/tovar_na_polku/" class="header-down__link link" title="Товар на полку" data-v-8d45d0d2>Товар на полку </a></li><li class="header-down__item" data-v-8d45d0d2><a href="/photoreports/" class="header-down__link link" title="Фоторепортажи" data-v-8d45d0d2>Фоторепортажи </a></li></ul><ul class="header-down__list header-down__list--bordered list" data-v-8d45d0d2><li class="header-down__item" data-v-8d45d0d2><a href="/video/" class="header-down__link link" title="Видео" data-v-8d45d0d2>Видео</a></li><li class="header-down__item" data-v-8d45d0d2><a href="/vote/" class="header-down__link link" title="Опросы" data-v-8d45d0d2>Опросы </a></li><li class="header-down__item" data-v-8d45d0d2><a href="/persons/" class="header-down__link link" title="Персоны" data-v-8d45d0d2>Персоны </a></li><li class="header-down__item" data-v-8d45d0d2><a href="/theme/opinions/" class="header-down__link link" title="Мнения" data-v-8d45d0d2> Мнения </a></li><li class="header-down__item" data-v-8d45d0d2><a href="/glossary/" class="header-down__link link" title="Глоссарий" data-v-8d45d0d2> Глоссарий </a></li></ul><ul class="header-down__list list" data-v-8d45d0d2><li class="header-down__item" data-v-8d45d0d2><a href="https://www.retail.ru/masterclasses/" rel="noopener noreferrer" class="header-down__link link" title="Мастер-классы" data-v-8d45d0d2>Мастер-классы </a></li></ul></div></div><div class="header-down__blocks collapse js-header-down" id="header-events" data-bs-parent="#header-parent-lg" data-v-8d45d0d2><div class="header-down__cards" data-v-8d45d0d2><ul class="header-down__list header-down__list--bordered list" data-v-8d45d0d2><li class="header-down__item" data-v-8d45d0d2><a href="/events/" class="header-down__link link" title="Все события" data-v-8d45d0d2>Все события </a></li><li class="header-down__item" data-v-8d45d0d2><a href="/my/?action=event/add" class="header-down__link link" title="Добавить событие" data-v-8d45d0d2> Добавить событие </a></li><li class="header-down__item" data-v-8d45d0d2><a href="https://www.retail.ru/events/calendar/" rel="noopener noreferrer" class="header-down__link link" title="Календарь событий" data-v-8d45d0d2> Календарь событий </a></li><li class="header-down__item" data-v-8d45d0d2><a href="/video/" class="header-down__link link" title="Онлайн-встречи Retail.ru" data-v-8d45d0d2>Онлайн-встречи Retail.ru </a></li><li class="header-down__item" data-v-8d45d0d2><a href="/rbc/organizer/" class="header-down__link link" title="Организаторы" data-v-8d45d0d2>Организаторы </a></li><li class="header-down__item" data-v-8d45d0d2><a href="http://project29422.tilda.ws/" rel="noopener noreferrer" class="header-down__link link" title="Совместные стенды" data-v-8d45d0d2>Совместные стенды </a></li></ul></div></div><div class="header-down__blocks collapse js-header-down" id="header-business" data-bs-parent="#header-parent-lg" data-v-8d45d0d2><div class="header-down__cards" data-v-8d45d0d2><ul class="header-down__list header-down__list--bordered list" data-v-8d45d0d2><li class="header-down__item" data-v-8d45d0d2><a href="/rbc/" class="header-down__link link" title="Бизнес-центр" data-v-8d45d0d2><strong data-v-8d45d0d2>Бизнес-центр</strong></a></li><li class="header-down__item" data-v-8d45d0d2><a href="/rbc/pressreleases/" class="header-down__link link" title="Новости компаний" data-v-8d45d0d2> Новости компаний </a></li><li class="header-down__item" data-v-8d45d0d2><a href="https://www.retail.ru/rbc/company/generalnaya_podryadnaya_kompaniya_lend/" rel="noopener noreferrer" class="header-down__link link" title="Слово эксперту" data-v-8d45d0d2>Слово эксперту </a></li></ul><ul class="header-down__list header-down__list--bordered list" data-v-8d45d0d2><li class="header-down__item" data-v-8d45d0d2><a href="/rbc/companies/" class="header-down__link link" title="Все компании" data-v-8d45d0d2><strong data-v-8d45d0d2>Все компании</strong></a></li><li class="header-down__item" data-v-8d45d0d2><a href="/rbc/tradingnetworks/" class="header-down__link link" title="Торговые сети" data-v-8d45d0d2>Торговые сети </a></li><li class="header-down__item" data-v-8d45d0d2><a href="/rbc/company/" 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16 12 16ZM12 14.2C11.25 14.2 10.6127 13.9373 10.088 13.412C9.56267 12.8873 9.3 12.25 9.3 11.5C9.3 10.75 9.56267 10.1123 10.088 9.587C10.6127 9.06233 11.25 8.8 12 8.8C12.75 8.8 13.3877 9.06233 13.913 9.587C14.4377 10.1123 14.7 10.75 14.7 11.5C14.7 12.25 14.4377 12.8873 13.913 13.412C13.3877 13.9373 12.75 14.2 12 14.2ZM12 19C9.56667 19 7.35 18.3207 5.35 16.962C3.35 15.604 1.9 13.7833 1 11.5C1.9 9.21667 3.35 7.39567 5.35 6.037C7.35 4.679 9.56667 4 12 4C14.4333 4 16.65 4.679 18.65 6.037C20.65 7.39567 22.1 9.21667 23 11.5C22.1 13.7833 20.65 15.604 18.65 16.962C16.65 18.3207 14.4333 19 12 19ZM12 17C13.8833 17 15.6127 16.504 17.188 15.512C18.7627 14.5207 19.9667 13.1833 20.8 11.5C19.9667 9.81667 18.7627 8.479 17.188 7.487C15.6127 6.49567 13.8833 6 12 6C10.1167 6 8.38733 6.49567 6.812 7.487C5.23733 8.479 4.03333 9.81667 3.2 11.5C4.03333 13.1833 5.23733 14.5207 6.812 15.512C8.38733 16.504 10.1167 17 12 17Z" fill="#1C1B1F"/> </g> </svg> </span> 5 532</div><div class="communication__calendar" 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13.9042 8.28333 14 8 14ZM16 14C15.7167 14 15.4792 13.9042 15.2875 13.7125C15.0958 13.5208 15 13.2833 15 13C15 12.7167 15.0958 12.4792 15.2875 12.2875C15.4792 12.0958 15.7167 12 16 12C16.2833 12 16.5208 12.0958 16.7125 12.2875C16.9042 12.4792 17 12.7167 17 13C17 13.2833 16.9042 13.5208 16.7125 13.7125C16.5208 13.9042 16.2833 14 16 14ZM12 18C11.7167 18 11.4792 17.9042 11.2875 17.7125C11.0958 17.5208 11 17.2833 11 17C11 16.7167 11.0958 16.4792 11.2875 16.2875C11.4792 16.0958 11.7167 16 12 16C12.2833 16 12.5208 16.0958 12.7125 16.2875C12.9042 16.4792 13 16.7167 13 17C13 17.2833 12.9042 17.5208 12.7125 17.7125C12.5208 17.9042 12.2833 18 12 18ZM8 18C7.71667 18 7.47917 17.9042 7.2875 17.7125C7.09583 17.5208 7 17.2833 7 17C7 16.7167 7.09583 16.4792 7.2875 16.2875C7.47917 16.0958 7.71667 16 8 16C8.28333 16 8.52083 16.0958 8.7125 16.2875C8.90417 16.4792 9 16.7167 9 17C9 17.2833 8.90417 17.5208 8.7125 17.7125C8.52083 17.9042 8.28333 18 8 18ZM16 18C15.7167 18 15.4792 17.9042 15.2875 17.7125C15.0958 17.5208 15 17.2833 15 17C15 16.7167 15.0958 16.4792 15.2875 16.2875C15.4792 16.0958 15.7167 16 16 16C16.2833 16 16.5208 16.0958 16.7125 16.2875C16.9042 16.4792 17 16.7167 17 17C17 17.2833 16.9042 17.5208 16.7125 17.7125C16.5208 17.9042 16.2833 18 16 18ZM5 22C4.45 22 3.97917 21.8042 3.5875 21.4125C3.19583 21.0208 3 20.55 3 20V6C3 5.45 3.19583 4.97917 3.5875 4.5875C3.97917 4.19583 4.45 4 5 4H6V2H8V4H16V2H18V4H19C19.55 4 20.0208 4.19583 20.4125 4.5875C20.8042 4.97917 21 5.45 21 6V20C21 20.55 20.8042 21.0208 20.4125 21.4125C20.0208 21.8042 19.55 22 19 22H5ZM5 20H19V10H5V20Z" fill="#40A9AC"/> </g> </svg> </span></div></div><div class="communication__group" data-v-4c784bca><div class="communication__shared communication-shared p3" data-v-4c784bca><p class="communication-shared__title" data-v-4c784bca>Поделиться</p><div class="communication-shared__ya ya-share2" data-shape="round" data-limit="0" data-copy="last" data-more-button-type="short" data-services="telegram,vkontakte,whatsapp" data-v-4c784bca></div></div></div></div><h1 class="contain__title h1" data-v-4c784bca>Что изменилось в поведении FMCG-покупателей в 2024 году?</h1><div class="voiced-button" voiced-url="https://www.retail.ru/articles/chto-seychas-nuzhno-pokupatelyu/" data-v-4c784bca></div><div class="contain__description contain__description-material content" data-v-4c784bca><p class="top-quote"> Глубокая трансформация российского потребительского рынка меняет и потребительское поведение, которое, в свою очередь, зависит от специфики форматов и каналов продаж. На главной пленарной дискуссии выставки продуктов питания WorldFood Moscow – 2024 эксперты крупнейших FMCG-ритейлеров пытались ответить на вопрос, кто же он, современный покупатель розничных торговых сетей? </p> <p> <img alt="Фото: Ekaterina Byuksel / Shutterstock / Fotodom" src="https://www.retail.ru/upload/medialibrary/3e5/n5eq3qgpcfojvd6ap12f4mco92wy95p1/shutterstock_2302814949.jpg" title="Фото: Ekaterina Byuksel / Shutterstock / Fotodom"> </p> <h5>Фото: Ekaterina Byuksel / Shutterstock / Fotodom</h5> <p> </p> <p> Покупатель хотел бы иметь максимальную ширину и глубину ассортимента при высоком качестве и низкой цене. Совместить эти параметры, очевидно, невозможно, но вот найти баланс можно попробовать. При его поиске необходимо исходить из специфики потребительского поведения, а оно достаточно динамично меняется. </p> <p> <b>Юрий Семенов, генеральный директор «Дикси»</b>, выделяет два фундаментальных фактора, которые будут в ближайшее время менять модель потребления. Первый фактор – это экономика, а второй – демография. С экономикой все очевидно. У людей становится больше денег, и они закономерно готовы их больше тратить, в том числе и на продукты питания. С демографией сложнее. С одной стороны, в стране происходит старение населения, снижается рождаемость, количество семей, которые состоят только из одного человека, растет с каждым годом. На сегодняшний день таковых уже 40%, причем за последние шесть лет эта цифра увеличилась на 10%. Модель потребления у таких людей иная. Например, они не покупают продукты на неделю на всю семью. Они покупают здесь и сейчас. </p> <h2> Переход в премиум? </h2> <p> С началом всех пертурбаций последних лет в экспертном сообществе преобладало мнение, что покупатель переходит к экономной модели поведения, а «первые цены» начинают если не преобладать, то во всяком случае занимать существенную долю в его потребительской корзине. Такой потребитель сравнивает цены, посещает в поисках лучших предложений несколько магазинов, отказывается от более дорогих и качественных товарных позиций в пользу более компромиссных предложений. Эти тенденции, начавшись в пандемию, стали особенно заметны после 2022 года. Однако сегодня ситуация меняется на глазах. </p> <p> <b>Дмитрий Пачин, коммерческий директор «О'Кей»</b>, отмечает, что в сети наблюдается переход потребителей в сегменты средний плюс и премиум. Связано это с двумя факторами. Во-первых, у людей действительно появляется чуть больше денег и они готовы отходить от режима жесткой экономии. Во-вторых, большинство ритейлеров стали более грамотно подходить к ценообразованию с точки зрения выделения ценовых сегментов и перестали закладывать одну и ту же маржу на товары разных ценовых категорий, пытаясь получить на них одинаковый процент прибыли. Другими словами, закладывая более низкий процент прибыли на товары высокого ценового сегмента, что ведет к закономерному снижению цены, ритейлер провоцирует покупателя на их приобретение. </p> <h2> Движение в онлайн </h2> <p> Игроки рынка отмечают, что потребительская корзина современных покупателей бьется на большое количество каналов. <b>Алексей Григорьев, заместитель генерального директора – директор по корпоративной внешней политике «Metro Россия»</b>, отмечает, что некоторые категории начали очень заметно перекочевывать в маркетплейсы. Например, бытовая химия. Никто уже не хочет тащить ее из магазинов. Намного проще приобрести такой товар на маркетплейсе – недорого и с доставкой. </p> <p> Юрий Семенов («Дикси»), отмечая привлекательность онлайн-канала для молодежи, также отмечает и его специфику. Так, более возрастное поколение приходит в онлайн через офлайн. Другими словами, оно изначально знакомится с брендом на полках магазина, а затем уже начинает заказывать его онлайн. Молодое же поколение – наоборот. Оно даже с реальными магазинами изначально знакомится нередко через мобильное приложение. </p> <h2> Местное – популярное </h2> <p> Традиционно в регионах сохраняется высокая лояльность местным производителям. Долгое время торговые сети не использовали этот ресурс. Сегодня на фоне ухода зарубежных брендов он начинает приобретать новое значение. </p> <p> <b>Жанна Гайдушняк, директор департамента по закупкам и предложению «Свежие продукты» «Ашан Ритейл Россия»</b>, отмечает, что каждый покупатель в городах присутствия сети готов приобретать продукцию местного производства. Люди доверяют местному производителю, и особенно это заметно в молочном сегменте, колбасных изделиях, хлебе. В этом году в ассортименте сети появилось 13 новых локальных фермерских хозяйств, которые очень удачно замещают некоторые продукты ушедших международных брендов. Это и сывороточные напитки, густые йогурты, глазированные сырки и т.д. Развитию локальных производств способствует и поддержка со стороны государства. </p> <h2> Что будет с промо? </h2> <p> Изменения покупательского поведения влияют и на принципы организации промо-мероприятий. Жанна Гайдушняк («Ашан Ритейл Россия»), отмечает, что покупателей все меньше интересуют перечеркнутые цены. А вот возможность попробовать интересные продукты, которые, возможно, раньше нельзя было себе позволить, – срабатывает. Соответственно, при планировании промо необходимо давать покупателю такую возможность. </p> <p> <b>Юрий Семенов («Дикси»)</b> как о ключевом тренде говорит о переходе от общего промо к персонализированному, которое реализуется через программу лояльности. Причем персонализация идет не в пределах каких-либо групп покупателей, а касается конкретных персоналий. </p> <p> <b>Владислав Курбатов, генеральный директор «Пятёрочки»</b>, также отмечает, что персонализация набирает все большие обороты. И в сети видят ее эффективность. А вот традиционное промо идет на спад. В «Пятёрочке» оно сократилось практически в два раза, и это не повлияло на экономические показатели сети. </p> <h2> Новые запросы </h2> <p> Многие ритейлеры отмечают и некоторые сдвиги в лояльности брендам. Брендозависимые категории на практике оказываются не такими уж и брендозависимыми. Ситуация на рынке газировки – лучшее тому подтверждение, демонстрирующее относительную легкость, с которой потребители переключились на отечественные аналоги после ухода зарубежных игроков, годами и с привлечением гигантских финансовых ресурсов формировавших лояльность к своим брендам. Все это открывает новые возможности не только для производителей, но и для ритейлеров, получающих новые перспективы для развития собственных торговых марок. </p> <p> Брендонезависимость проявляется также и в отношении торговых сетей. Владислав Курбатов («Пятёрочка»), отмечает, что сегодня покупатель в среднем заходит в 6–7 разных торговых сетей в течение месяца. Поэтому основная задача ритейлеров не только в поддержании лояльности бренду сети, но и в том, чтобы покупатель оставил здесь больше денег. </p> <p> Структуру потребительского поведения меняет также запрос на готовую еду. Эксперты рынка отмечают, что в чеках снижается доля товаров, которые приобретаются на неделю и более. В структуре чека все большую долю занимают готовая еда, здоровое питание, выпечка, снеки. Конечно, традиционные категории никуда не исчезают, но наибольший рост демонстрируют именно вышеперечисленные, что говорит о новых предпочтениях покупателей. Очевидно, что тот, кто быстрее и эффективнее отреагирует на данные тренды, получит в ближайшей перспективе существенные конкурентные преимущества. </p> <h4 style="text-align: right;">Retail.ru </h4></div><div class="tags contain__tags" data-v-4c784bca data-v-5b6e9504><ul class="tags__list list p3" data-v-5b6e9504><li class="tags__item tags__item--group" data-v-5b6e9504>Теги:</li><li class="tags__item" data-v-5b6e9504><a class="tags__link link link--black" href="https://www.retail.ru/search/?q=WorldFood" title="WorldFood" data-v-5b6e9504>#WorldFood</a></li><li class="tags__item" data-v-5b6e9504><a class="tags__link link link--black" href="https://www.retail.ru/search/?q=поведение покупателей" title="поведение покупателей" data-v-5b6e9504>#поведение покупателей</a></li><li class="tags__item" data-v-5b6e9504><a class="tags__link link link--black" href="https://www.retail.ru/search/?q=Пятёрочка" title="Пятёрочка" data-v-5b6e9504>#Пятёрочка</a></li><li class="tags__item" data-v-5b6e9504><a class="tags__link link link--black" href="https://www.retail.ru/search/?q=Дикси" title="Дикси" data-v-5b6e9504>#Дикси</a></li><li class="tags__item" data-v-5b6e9504><a class="tags__link link link--black" href="https://www.retail.ru/search/?q=Metro Россия" title="Metro Россия" data-v-5b6e9504>#Metro Россия</a></li><li class="tags__item" data-v-5b6e9504><a class="tags__link link link--black" href="https://www.retail.ru/search/?q=Ашан" title="Ашан" data-v-5b6e9504>#Ашан</a></li><li class="tags__item" data-v-5b6e9504><a class="tags__link link link--black" href="https://www.retail.ru/search/?q=О'Кей" title="О'Кей" data-v-5b6e9504>#О'Кей</a></li></ul></div><div class="themes contain__tags" data-v-4c784bca data-v-078581f0><ul class="themes__list list p3" data-v-078581f0><li class="themes__item themes__item--group" data-v-078581f0>Темы:</li><li class="themes__item" data-v-078581f0><a href="/theme/newyear/" class="themes__link link link--black" title="Итоги и планы. 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Алкоголь</a></li><li class="themes__item" data-v-078581f0><a href="/theme/own-brand-ipls-contract-manufacturing/" class="themes__link link link--black" title="Собственная торговая марка. IPLS. Контрактное производство" data-v-078581f0>Собственная торговая марка. IPLS. Контрактное производство</a></li></ul></div></div><div data-v-4c784bca><script type="application/ld+json">{"@context":"https://schema.org","@type":"NewsArticle","name":"Что изменилось в поведении FMCG-покупателей в 2024 году?","image":{"@type":"ImageObject","url":"https://www.retail.ru/local/templates/retail/images/logo/login-retail-big.png","height":243,"width":67},"author":"https://www.retail.ru","description":"<p class=\"top-quote\">\r\n\t Глубокая трансформация российского потребительского рынка меняет и потребительское поведение, которое, в свою очередь, зависит от специфики форматов и каналов продаж. На главной пленарной дискуссии выставки продуктов питания WorldFood Moscow – 2024 эксперты крупнейших FMCG-ритейлеров пытались ответить на вопрос, кто же он, современный покупатель розничных торговых сетей?\r\n</p>\r\n<p>\r\n <img alt=\"Фото: Ekaterina Byuksel / Shutterstock / Fotodom\" src=\"/upload/medialibrary/3e5/n5eq3qgpcfojvd6ap12f4mco92wy95p1/shutterstock_2302814949.jpg\" title=\"Фото: Ekaterina Byuksel / Shutterstock / Fotodom\">\r\n</p>\r\n<h5>Фото: Ekaterina Byuksel / Shutterstock / Fotodom</h5>\r\n \r\n<p>\r\n</p>\r\n<p>\r\n\t Покупатель хотел бы иметь максимальную ширину и глубину ассортимента при высоком качестве и низкой цене. Совместить эти параметры, очевидно, невозможно, но вот найти баланс можно попробовать. При его поиске необходимо исходить из специфики потребительского поведения, а оно достаточно динамично меняется.\r\n</p>\r\n<p>\r\n <b>Юрий Семенов, генеральный директор «Дикси»</b>, выделяет два фундаментальных фактора, которые будут в ближайшее время менять модель потребления. Первый фактор – это экономика, а второй – демография. С экономикой все очевидно. У людей становится больше денег, и они закономерно готовы их больше тратить, в том числе и на продукты питания. С демографией сложнее. С одной стороны, в стране происходит старение населения, снижается рождаемость, количество семей, которые состоят только из одного человека, растет с каждым годом. На сегодняшний день таковых уже 40%, причем за последние шесть лет эта цифра увеличилась на 10%. Модель потребления у таких людей иная. Например, они не покупают продукты на неделю на всю семью. Они покупают здесь и сейчас.\r\n</p>\r\n<h2>\r\nПереход в премиум? </h2>\r\n<p>\r\n\t С началом всех пертурбаций последних лет в экспертном сообществе преобладало мнение, что покупатель переходит к экономной модели поведения, а «первые цены» начинают если не преобладать, то во всяком случае занимать существенную долю в его потребительской корзине. Такой потребитель сравнивает цены, посещает в поисках лучших предложений несколько магазинов, отказывается от более дорогих и качественных товарных позиций в пользу более компромиссных предложений. Эти тенденции, начавшись в пандемию, стали особенно заметны после 2022 года. Однако сегодня ситуация меняется на глазах.\r\n</p>\r\n<p>\r\n <b>Дмитрий Пачин, коммерческий директор «О'Кей»</b>, отмечает, что в сети наблюдается переход потребителей в сегменты средний плюс и премиум. Связано это с двумя факторами. Во-первых, у людей действительно появляется чуть больше денег и они готовы отходить от режима жесткой экономии. Во-вторых, большинство ритейлеров стали более грамотно подходить к ценообразованию с точки зрения выделения ценовых сегментов и перестали закладывать одну и ту же маржу на товары разных ценовых категорий, пытаясь получить на них одинаковый процент прибыли. Другими словами, закладывая более низкий процент прибыли на товары высокого ценового сегмента, что ведет к закономерному снижению цены, ритейлер провоцирует покупателя на их приобретение.\r\n</p>\r\n<h2>\r\nДвижение в онлайн </h2>\r\n<p>\r\n\t Игроки рынка отмечают, что потребительская корзина современных покупателей бьется на большое количество каналов. <b>Алексей Григорьев, заместитель генерального директора – директор по корпоративной внешней политике «Metro Россия»</b>, отмечает, что некоторые категории начали очень заметно перекочевывать в маркетплейсы. Например, бытовая химия. Никто уже не хочет тащить ее из магазинов. Намного проще приобрести такой товар на маркетплейсе – недорого и с доставкой.\r\n</p>\r\n<p>\r\n\t Юрий Семенов («Дикси»), отмечая привлекательность онлайн-канала для молодежи, также отмечает и его специфику. Так, более возрастное поколение приходит в онлайн через офлайн. Другими словами, оно изначально знакомится с брендом на полках магазина, а затем уже начинает заказывать его онлайн. Молодое же поколение – наоборот. Оно даже с реальными магазинами изначально знакомится нередко через мобильное приложение.\r\n</p>\r\n<h2>\r\nМестное – популярное </h2>\r\n<p>\r\n\t Традиционно в регионах сохраняется высокая лояльность местным производителям. Долгое время торговые сети не использовали этот ресурс. Сегодня на фоне ухода зарубежных брендов он начинает приобретать новое значение.\r\n</p>\r\n<p>\r\n <b>Жанна Гайдушняк, директор департамента по закупкам и предложению «Свежие продукты» «Ашан Ритейл Россия»</b>, отмечает, что каждый покупатель в городах присутствия сети готов приобретать продукцию местного производства. Люди доверяют местному производителю, и особенно это заметно в молочном сегменте, колбасных изделиях, хлебе. В этом году в ассортименте сети появилось 13 новых локальных фермерских хозяйств, которые очень удачно замещают некоторые продукты ушедших международных брендов. Это и сывороточные напитки, густые йогурты, глазированные сырки и т.д. Развитию локальных производств способствует и поддержка со стороны государства.\r\n</p>\r\n<h2>\r\nЧто будет с промо? </h2>\r\n<p>\r\n\t Изменения покупательского поведения влияют и на принципы организации промо-мероприятий. Жанна Гайдушняк («Ашан Ритейл Россия»), отмечает, что покупателей все меньше интересуют перечеркнутые цены. А вот возможность попробовать интересные продукты, которые, возможно, раньше нельзя было себе позволить, – срабатывает. Соответственно, при планировании промо необходимо давать покупателю такую возможность.\r\n</p>\r\n<p>\r\n <b>Юрий Семенов («Дикси»)</b> как о ключевом тренде говорит о переходе от общего промо к персонализированному, которое реализуется через программу лояльности. Причем персонализация идет не в пределах каких-либо групп покупателей, а касается конкретных персоналий.\r\n</p>\r\n<p>\r\n <b>Владислав Курбатов, генеральный директор «Пятёрочки»</b>, также отмечает, что персонализация набирает все большие обороты. И в сети видят ее эффективность. А вот традиционное промо идет на спад. В «Пятёрочке» оно сократилось практически в два раза, и это не повлияло на экономические показатели сети.\r\n</p>\r\n<h2>\r\nНовые запросы </h2>\r\n<p>\r\n\t Многие ритейлеры отмечают и некоторые сдвиги в лояльности брендам. Брендозависимые категории на практике оказываются не такими уж и брендозависимыми. Ситуация на рынке газировки – лучшее тому подтверждение, демонстрирующее относительную легкость, с которой потребители переключились на отечественные аналоги после ухода зарубежных игроков, годами и с привлечением гигантских финансовых ресурсов формировавших лояльность к своим брендам. Все это открывает новые возможности не только для производителей, но и для ритейлеров, получающих новые перспективы для развития собственных торговых марок.\r\n</p>\r\n<p>\r\n\t Брендонезависимость проявляется также и в отношении торговых сетей. Владислав Курбатов («Пятёрочка»), отмечает, что сегодня покупатель в среднем заходит в 6–7 разных торговых сетей в течение месяца. Поэтому основная задача ритейлеров не только в поддержании лояльности бренду сети, но и в том, чтобы покупатель оставил здесь больше денег.\r\n</p>\r\n<p>\r\n\t Структуру потребительского поведения меняет также запрос на готовую еду. Эксперты рынка отмечают, что в чеках снижается доля товаров, которые приобретаются на неделю и более. В структуре чека все большую долю занимают готовая еда, здоровое питание, выпечка, снеки. Конечно, традиционные категории никуда не исчезают, но наибольший рост демонстрируют именно вышеперечисленные, что говорит о новых предпочтениях покупателей. Очевидно, что тот, кто быстрее и эффективнее отреагирует на данные тренды, получит в ближайшей перспективе существенные конкурентные преимущества.\r\n</p>\r\n<h4 style=\"text-align: right;\">Retail.ru </h4>\r\n ","keywords":"WorldFood, поведение покупателей, Пятёрочка, Дикси, Metro Россия, Ашан, О'Кей","headline":"Что изменилось в поведении FMCG-покупателей в 2024 году?","publisher":{"@type":"Organization","image":{"@type":"ImageObject","url":"https://www.retail.ru/local/templates/retail/images/logo/login-retail-big.png","height":243,"width":67},"name":"Retail.ru","telephone":"","address":"https://www.retail.ru"},"datePublished":"2024.11.12","dateModified":"24.12.2024 22:25:06","mainEntityOfPage":"https://www.retail.ru/articles/chto-seychas-nuzhno-pokupatelyu/","copyrightHolder":{"url":"https://www.retail.ru/articles/chto-seychas-nuzhno-pokupatelyu/"}}</script></div></div><div class="contain__aside" data-v-4c784bca><div class="contain__sticky" data-v-4c784bca><aside class="materials" data-v-4c784bca data-v-1ff6ca2e><h2 class="materials__title h2" data-v-1ff6ca2e>Материал создан по следам события</h2><ul class="materials__list list" data-v-1ff6ca2e><li class="materials__item" data-v-1ff6ca2e><span class="nuxt-icon materials__icon" data-v-1ff6ca2e><svg width="12" height="17" viewBox="0 0 12 17" fill="none" xmlns="http://www.w3.org/2000/svg"> <g clip-path="url(#clip0_7793_7824)"> <path d="M2.02319 0V5.1745L5.94707 8.49664L2.02319 11.8255V17L12.0024 8.49664L2.02319 0Z" fill="#7FF0DE"/> <path d="M-0.000244141 5.1748V8.49695V11.8258L3.86827 8.49695L-0.000244141 5.1748Z" fill="#40A9AC"/> <g clip-path="url(#clip1_7793_7824)"> <path d="M2.02319 0V5.1745L5.94707 8.49664L2.02319 11.8255V17L12.0024 8.49664L2.02319 0Z" fill="#7FF0DE"/> <path d="M-0.000244141 5.1748V8.49695V11.8258L3.86827 8.49695L-0.000244141 5.1748Z" fill="#40A9AC"/> </g> </g> <defs> <clipPath id="clip0_7793_7824"> <rect width="12" height="17" fill="white" transform="translate(-0.000244141)"/> </clipPath> 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13.7833 1 11.5C1.9 9.21667 3.35 7.39567 5.35 6.037C7.35 4.679 9.56667 4 12 4C14.4333 4 16.65 4.679 18.65 6.037C20.65 7.39567 22.1 9.21667 23 11.5C22.1 13.7833 20.65 15.604 18.65 16.962C16.65 18.3207 14.4333 19 12 19ZM12 17C13.8833 17 15.6127 16.504 17.188 15.512C18.7627 14.5207 19.9667 13.1833 20.8 11.5C19.9667 9.81667 18.7627 8.479 17.188 7.487C15.6127 6.49567 13.8833 6 12 6C10.1167 6 8.38733 6.49567 6.812 7.487C5.23733 8.479 4.03333 9.81667 3.2 11.5C4.03333 13.1833 5.23733 14.5207 6.812 15.512C8.38733 16.504 10.1167 17 12 17Z" fill="#1C1B1F"/> </g> </svg> </span> 8,181</div></div><div class="also__description p2" data-v-46d35b72><a href="/interviews/dmitriy-pachin-o-key-igroki-formata-gipermarket-vozvrashchayut-servisy-chtoby-privlech-pokupatelya-k/" title="" class="also__link link link--black" data-v-46d35b72>Дмитрий Пачин, «О’Кей»: «Гипермаркеты готовятся к масштабному перезапуску»</a></div><div class="also__type" data-v-46d35b72>Интервью</div></div><div class="also__item 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18.3207 5.35 16.962C3.35 15.604 1.9 13.7833 1 11.5C1.9 9.21667 3.35 7.39567 5.35 6.037C7.35 4.679 9.56667 4 12 4C14.4333 4 16.65 4.679 18.65 6.037C20.65 7.39567 22.1 9.21667 23 11.5C22.1 13.7833 20.65 15.604 18.65 16.962C16.65 18.3207 14.4333 19 12 19ZM12 17C13.8833 17 15.6127 16.504 17.188 15.512C18.7627 14.5207 19.9667 13.1833 20.8 11.5C19.9667 9.81667 18.7627 8.479 17.188 7.487C15.6127 6.49567 13.8833 6 12 6C10.1167 6 8.38733 6.49567 6.812 7.487C5.23733 8.479 4.03333 9.81667 3.2 11.5C4.03333 13.1833 5.23733 14.5207 6.812 15.512C8.38733 16.504 10.1167 17 12 17Z" fill="#1C1B1F"/> </g> </svg> </span> 2,529</div></div><div class="also__description p2" data-v-46d35b72><a href="/articles/kak-menyalis-stavki-u-vneshnego-personala-v-fud-riteyle-v-2024-godu-/" title="" class="also__link link link--black" data-v-46d35b72>Как менялись ставки у внешнего персонала в фуд-ритейле в 2024 году</a></div><div class="also__type" data-v-46d35b72>Статья</div></div><div class="also__item swiper-slide" 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8.91375L5.88 7Z" fill="#181B29"/> </svg> </span></div><ul class="footer__list list collapse" id="footer-rk" data-v-a05561f9><li class="footer__item" data-v-a05561f9><a href="https://www.retail.ru/advert/request/" rel="noopener noreferrer" class="footer__link footer__link--item link link--white" title="Заявка на размещение" data-v-a05561f9>Заявка на размещение </a></li><li class="footer__item" data-v-a05561f9><a href="/advert/template_banners/" class="footer__link footer__link--item link link--white" title="Сквозные баннеры" data-v-a05561f9>Сквозные баннеры </a></li><li class="footer__item" data-v-a05561f9><a href="/advert/newspaper_banners/" class="footer__link footer__link--item link link--white" title="Печатная версия" data-v-a05561f9>Печатная версия </a></li><li class="footer__item" data-v-a05561f9><a href="/advert/paid_content/" class="footer__link footer__link--item link link--white" title="Платный контент" data-v-a05561f9>Платный контент </a></li><li class="footer__item" data-v-a05561f9><a href="https://www.retail.ru/advert/tovar_na_polku/" rel="noopener noreferrer" class="footer__link footer__link--item link link--white" title="Товар на полку" data-v-a05561f9>Товар на полку </a></li></ul></div><div class="footer__card footer__card--books" data-v-a05561f9><div class="footer__section collapsed" data-bs-toggle="collapse" data-bs-target="#footer-books" aria-expanded="false" data-v-a05561f9><p class="footer__name" data-v-a05561f9>Книги</p><span class="nuxt-icon nuxt-icon--fill footer__icon" data-v-a05561f9><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M5.88 7L12 13.186L18.12 7L20 8.91375L12 17L4 8.91375L5.88 7Z" fill="#181B29"/> </svg> </span></div><ul class="footer__list list collapse" id="footer-books" data-v-a05561f9><li class="footer__item" data-v-a05561f9><a href="https://www.retail.ru/books/novelties/" rel="noopener noreferrer" class="footer__link footer__link--item link link--white" title="Новинки" data-v-a05561f9>Новинки </a></li><li class="footer__item" data-v-a05561f9><a href="https://www.retail.ru/books/top/" rel="noopener noreferrer" class="footer__link footer__link--item link link--white" title="Топ-10" data-v-a05561f9>Топ-10 </a></li><li class="footer__item" data-v-a05561f9><a href="https://www.retail.ru/books/iya-imshinetskaya-trafik-bez-skidok-39-priemov-nematerialnoy-motivatsii-pokupateley/" rel="noopener noreferrer" class="footer__link footer__link--item link link--white" title="Трафик без скидок?" data-v-a05561f9>Трафик без скидок? </a></li><li class="footer__item" data-v-a05561f9><a href="https://www.retail.ru/books/info/" rel="noopener noreferrer" class="footer__link footer__link--item link link--white" title="Где купить?" data-v-a05561f9>Где купить? </a></li></ul></div><div class="footer__card footer__card--personal" data-v-a05561f9><div class="footer__section collapsed" data-bs-toggle="collapse" data-bs-target="#footer-personal" aria-expanded="false" data-v-a05561f9><p class="footer__name" data-v-a05561f9>Личный кабинет</p><span class="nuxt-icon nuxt-icon--fill footer__icon" data-v-a05561f9><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M5.88 7L12 13.186L18.12 7L20 8.91375L12 17L4 8.91375L5.88 7Z" fill="#181B29"/> </svg> </span></div><ul class="footer__list list collapse" id="footer-personal" data-v-a05561f9><li class="footer__item" data-v-a05561f9><a href="https://www.retail.ru/books/personal?show=orderlist" rel="noopener noreferrer" class="footer__link footer__link--item link link--white" title="Ваши покупки" data-v-a05561f9>Ваши покупки </a></li><li class="footer__item" data-v-a05561f9><a href="https://www.retail.ru/mailing/" rel="noopener noreferrer" class="footer__link footer__link--item link link--white" title="Подписки" data-v-a05561f9>Подписки </a></li></ul></div><div class="footer__card footer__card--retail" data-v-a05561f9><div class="footer__section collapsed" data-bs-toggle="collapse" data-bs-target="#footer-retail" aria-expanded="false" data-v-a05561f9><p class="footer__name" data-v-a05561f9>Ритейлеру<span class="footer__colon" data-v-a05561f9>:</span></p><span class="nuxt-icon nuxt-icon--fill footer__icon" data-v-a05561f9><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M5.88 7L12 13.186L18.12 7L20 8.91375L12 17L4 8.91375L5.88 7Z" fill="#181B29"/> </svg> </span></div><ul class="footer__list list collapse" id="footer-retail" data-v-a05561f9><li class="footer__item" data-v-a05561f9><a href="https://www.retail.ru/my/?action=trade_network" rel="noopener noreferrer" class="footer__link footer__link--item link link--white" title="Зарегистрировать торговую сеть" data-v-a05561f9>Зарегистрировать <br class="footer__hyphenation" data-v-a05561f9>торговую сеть </a></li><li class="footer__item" data-v-a05561f9><a href="https://www.retail.ru/my/?action=pressrelease/add" rel="noopener noreferrer" class="footer__link footer__link--item link link--white" title="Добавить новость торговой сети" data-v-a05561f9>Добавить новость <br class="footer__hyphenation" data-v-a05561f9>торговой сети </a></li></ul></div><div class="footer__card footer__card--supplier" data-v-a05561f9><div class="footer__section collapsed" data-bs-toggle="collapse" data-bs-target="#footer-supplier" aria-expanded="false" data-v-a05561f9><p class="footer__name" data-v-a05561f9>Поставщику<span class="footer__colon" data-v-a05561f9>:</span></p><span class="nuxt-icon nuxt-icon--fill footer__icon" data-v-a05561f9><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M5.88 7L12 13.186L18.12 7L20 8.91375L12 17L4 8.91375L5.88 7Z" fill="#181B29"/> </svg> </span></div><ul class="footer__list list collapse" id="footer-supplier" data-v-a05561f9><li class="footer__item" data-v-a05561f9><a href="https://www.retail.ru/my/?action=company-registration" rel="noopener noreferrer" class="footer__link footer__link--item link link--white" title="Зарегистрировать поставщика" data-v-a05561f9> Зарегистрировать <br class="footer__hyphenation" data-v-a05561f9>поставщика </a></li><li class="footer__item" data-v-a05561f9><a href="https://www.retail.ru/my/?action=pressrelease/add" rel="noopener noreferrer" class="footer__link footer__link--item link link--white" title="Добавить новость компании" data-v-a05561f9>Добавить новость <br class="footer__hyphenation" data-v-a05561f9>компании </a></li></ul></div><div class="footer__card footer__card--company" data-v-a05561f9><div class="footer__section collapsed" data-bs-toggle="collapse" data-bs-target="#footer-company" aria-expanded="false" data-v-a05561f9><p class="footer__name" data-v-a05561f9> Обучающим <br class="footer__hyphenation" data-v-a05561f9>компаниям<span class="footer__colon" data-v-a05561f9>:</span></p><span class="nuxt-icon nuxt-icon--fill footer__icon" data-v-a05561f9><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M5.88 7L12 13.186L18.12 7L20 8.91375L12 17L4 8.91375L5.88 7Z" fill="#181B29"/> </svg> </span></div><ul class="footer__list list collapse" id="footer-company" data-v-a05561f9><li class="footer__item" data-v-a05561f9><a href="https://www.retail.ru/my/?action=education_company_registration" rel="noopener noreferrer" class="footer__link footer__link--item link link--white" title="Зарегистрировать обучающую компанию" data-v-a05561f9>Зарегистрировать <br class="footer__hyphenation" data-v-a05561f9>обучающую компанию </a></li><li class="footer__item" data-v-a05561f9><a href="https://www.retail.ru/my/?action=seminars" rel="noopener noreferrer" class="footer__link footer__link--item link link--white" title="Добавить семинар" data-v-a05561f9>Добавить семинар </a></li></ul></div><div class="footer__card footer__card--organization" data-v-a05561f9><div class="footer__section collapsed" data-bs-toggle="collapse" data-bs-target="#footer-organization" aria-expanded="false" data-v-a05561f9><p class="footer__name" data-v-a05561f9> Организаторам <br class="footer__hyphenation" data-v-a05561f9>мероприятий<span class="footer__colon" data-v-a05561f9>:</span></p><span class="nuxt-icon nuxt-icon--fill footer__icon" data-v-a05561f9><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M5.88 7L12 13.186L18.12 7L20 8.91375L12 17L4 8.91375L5.88 7Z" fill="#181B29"/> </svg> </span></div><ul class="footer__list list collapse" id="footer-organization" data-v-a05561f9><li class="footer__item" data-v-a05561f9><a href="https://www.retail.ru/my/?action=event/add" rel="noopener noreferrer" class="footer__link footer__link--item link link--white" title="Зарегистрировать организатора" data-v-a05561f9> Зарегистрировать<br class="footer__hyphenation" data-v-a05561f9> организатора </a></li><li class="footer__item" data-v-a05561f9><a href="https://www.retail.ru/my/?action=event/add" rel="noopener noreferrer" class="footer__link footer__link--item link link--white" title="Добавить мероприятие" data-v-a05561f9>Добавить мероприятие </a></li></ul></div></div><div class="footer__info info" data-v-a05561f9><div class="info__policy" data-v-a05561f9> Любое использование материалов с сайта Retail.ru, включая видео-материалы и материалы с онлайн-мероприятий допускается только при наличии гиперссылки на страницу материала на Retail.ru в первом абзаце публикуемого текста. </div><div class="info__links" data-v-a05561f9><a href="https://www.retail.ru/info/" rel="noopener noreferrer" class="info__link link" title="О проекте" data-v-a05561f9>О проекте </a><a href="https://www.retail.ru/info/#redaction" rel="noopener noreferrer" class="info__link link" title="Редакция" data-v-a05561f9>Редакция </a><a href="/advert/contacts/" class="info__link link" title="Контакты" 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1.664-191.83-86.684l-0.865-28.799c-53.984 53.472-125.82 84.83-203.995 84.83-154.65 0-290.806-136.187-290.806-290.679 0-156.156 136.155-293.783 290.806-293.783v-0.064zM688.816 507.372c-5.857-113.183-89.853-181.341-191.355-181.341h-3.84c-116.989 0-181.979 92.158-181.979 196.633 0 117.148 78.493 191.129 181.497 191.129 114.971 0 190.458-84.125 195.962-183.639l-0.287-22.784z"></path> </svg> </span></a><a href="https://vk.com/public61344912" rel="noopener noreferrer" target="_blank" class="socials-list__link" title="VK"><span class="nuxt-icon nuxt-icon--fill socials-list__icon"> <svg version="1.1" xmlns="http://www.w3.org/2000/svg" width="1024" height="1024" viewBox="0 0 1024 1024"> <title></title> <g id="icomoon-ignore"> </g> <path d="M881.297 587.873c33.969 31.967 69.823 62.040 100.288 97.229 13.456 15.639 26.196 31.772 35.942 49.92 13.814 25.796 1.304 54.183-22.695 55.725l-149.179-0.065c-38.474 3.076-69.171-11.851-94.976-37.209-20.656-20.276-39.782-41.858-59.643-62.818-8.14-8.569-16.664-16.631-26.843-23.003-20.368-12.74-38.041-8.839-49.682 11.631-11.851 20.824-14.541 43.879-15.705 67.086-1.596 33.858-12.218 42.762-47.505 44.312-75.408 3.425-146.977-7.573-213.462-44.236-58.616-32.326-104.070-77.959-143.632-129.62-77.028-100.594-136.018-211.135-189.034-324.771-11.933-25.603-3.206-39.346 26.101-39.831 48.667-0.911 97.327-0.847 146.050-0.065 19.779 0.279 32.874 11.213 40.511 29.224 26.33 62.402 58.548 121.772 98.989 176.802 10.769 14.652 21.752 29.305 37.389 39.615 17.3 11.417 30.471 7.633 38.611-10.943 5.164-11.776 7.425-24.459 8.589-37.078 3.856-43.398 4.364-86.721-2.399-129.968-4.152-26.99-19.924-44.462-47.866-49.57-14.259-2.604-12.135-7.718-5.232-15.563 11.99-13.529 23.268-21.951 45.75-21.951h168.594c26.545 5.049 32.437 16.541 36.073 42.284l0.144 180.507c-0.289 9.965 5.162 39.536 23.785 46.131 14.904 4.696 24.73-6.795 33.671-15.904 40.369-41.295 69.176-90.097 94.916-140.631 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1С","/theme/automation-in-1c/",[346,348,350,352,354,356,358,360,362,364],{"type":7,"id":8,"attributes":347},{"title":10,"link":11,"icon":12,"target":13},{"type":7,"id":15,"attributes":349},{"title":17,"link":18,"icon":19,"target":20},{"type":7,"id":22,"attributes":351},{"title":24,"link":25,"icon":26,"target":20},{"type":7,"id":28,"attributes":353},{"title":30,"link":31,"icon":32,"target":20},{"type":7,"id":34,"attributes":355},{"title":36,"link":37,"icon":38,"target":20},{"type":7,"id":40,"attributes":357},{"title":42,"link":43,"icon":44,"target":20},{"type":7,"id":46,"attributes":359},{"title":48,"link":49,"icon":50,"target":20},{"type":7,"id":52,"attributes":361},{"title":54,"link":55,"icon":56,"target":20},{"type":7,"id":58,"attributes":363},{"title":60,"link":61,"icon":62,"target":20},{"type":7,"id":64,"attributes":365},{"title":66,"link":67,"icon":68,"target":20},{"links":367,"meta":370,"data":411,"included":520},{"infinite":368},{"next":369},"kak-optimizirovat-stoimost-avtomobilnykh-gruzoperevozok",{"seo":371,"og":374,"microdata":383,"insets":400},{"title":372,"description":373,"keywords":92},"Что изменилось в поведении FMCG-покупателей на рынке в 2024 году? | Retail.ru","Эксперты компаний «Пятёрочки», «Дикси», «Metro Россия», «Ашана» и «О'Кей» рассказали, как меняется поведение потребителей на рынке FMCG в Росии.",{"og:type":375,"og:site_name":376,"og:title":372,"og:description":377,"og:image":378,"og:updated_time":379,"article:author":380,"fb:admins":381,"og:url":382},"article","Retail.ru","Эксперты компаний «Пятёрочки», «Дикси», «Metro Россия», «Ашана» и «О'Кей» рассказали, как меняется поведение потребителей на рынке FMCG в Росии. ","https://www.retail.ru/upload/resize-images/combined/046e2d22f978e462052c77898641337adaf4f04235r.jpg.png",1739900649,"https://www.retail.ru","272926266117642","https://www.retail.ru/articles/chto-seychas-nuzhno-pokupatelyu/",{"@context":384,"@type":385,"name":386,"image":387,"author":380,"description":392,"keywords":393,"headline":386,"publisher":394,"datePublished":397,"dateModified":398,"mainEntityOfPage":382,"copyrightHolder":399},"https://schema.org","NewsArticle","Что изменилось в поведении FMCG-покупателей в 2024 году?",{"@type":388,"url":389,"height":390,"width":391},"ImageObject","https://www.retail.ru/local/templates/retail/images/logo/login-retail-big.png",243,67,"\u003Cp class=\"top-quote\">\r\n\t Глубокая трансформация российского потребительского рынка меняет и потребительское поведение, которое, в свою очередь, зависит от специфики форматов и каналов продаж. На главной пленарной дискуссии выставки продуктов питания WorldFood Moscow – 2024 эксперты крупнейших FMCG-ритейлеров пытались ответить на вопрос, кто же он, современный покупатель розничных торговых сетей?\r\n\u003C/p>\r\n\u003Cp>\r\n \u003Cimg alt=\"Фото: Ekaterina Byuksel / Shutterstock / Fotodom\" src=\"/upload/medialibrary/3e5/n5eq3qgpcfojvd6ap12f4mco92wy95p1/shutterstock_2302814949.jpg\" title=\"Фото: Ekaterina Byuksel / Shutterstock / Fotodom\">\r\n\u003C/p>\r\n\u003Ch5>Фото: Ekaterina Byuksel / Shutterstock / Fotodom\u003C/h5>\r\n \r\n\u003Cp>\r\n\u003C/p>\r\n\u003Cp>\r\n\t Покупатель хотел бы иметь максимальную ширину и глубину ассортимента при высоком качестве и низкой цене. Совместить эти параметры, очевидно, невозможно, но вот найти баланс можно попробовать. При его поиске необходимо исходить из специфики потребительского поведения, а оно достаточно динамично меняется.\r\n\u003C/p>\r\n\u003Cp>\r\n \u003Cb>Юрий Семенов, генеральный директор «Дикси»\u003C/b>, выделяет два фундаментальных фактора, которые будут в ближайшее время менять модель потребления. Первый фактор – это экономика, а второй – демография. С экономикой все очевидно. У людей становится больше денег, и они закономерно готовы их больше тратить, в том числе и на продукты питания. С демографией сложнее. С одной стороны, в стране происходит старение населения, снижается рождаемость, количество семей, которые состоят только из одного человека, растет с каждым годом. На сегодняшний день таковых уже 40%, причем за последние шесть лет эта цифра увеличилась на 10%. Модель потребления у таких людей иная. Например, они не покупают продукты на неделю на всю семью. Они покупают здесь и сейчас.\r\n\u003C/p>\r\n\u003Ch2>\r\nПереход в премиум? \u003C/h2>\r\n\u003Cp>\r\n\t С началом всех пертурбаций последних лет в экспертном сообществе преобладало мнение, что покупатель переходит к экономной модели поведения, а «первые цены» начинают если не преобладать, то во всяком случае занимать существенную долю в его потребительской корзине. Такой потребитель сравнивает цены, посещает в поисках лучших предложений несколько магазинов, отказывается от более дорогих и качественных товарных позиций в пользу более компромиссных предложений. Эти тенденции, начавшись в пандемию, стали особенно заметны после 2022 года. Однако сегодня ситуация меняется на глазах.\r\n\u003C/p>\r\n\u003Cp>\r\n \u003Cb>Дмитрий Пачин, коммерческий директор «О'Кей»\u003C/b>, отмечает, что в сети наблюдается переход потребителей в сегменты средний плюс и премиум. Связано это с двумя факторами. Во-первых, у людей действительно появляется чуть больше денег и они готовы отходить от режима жесткой экономии. Во-вторых, большинство ритейлеров стали более грамотно подходить к ценообразованию с точки зрения выделения ценовых сегментов и перестали закладывать одну и ту же маржу на товары разных ценовых категорий, пытаясь получить на них одинаковый процент прибыли. Другими словами, закладывая более низкий процент прибыли на товары высокого ценового сегмента, что ведет к закономерному снижению цены, ритейлер провоцирует покупателя на их приобретение.\r\n\u003C/p>\r\n\u003Ch2>\r\nДвижение в онлайн \u003C/h2>\r\n\u003Cp>\r\n\t Игроки рынка отмечают, что потребительская корзина современных покупателей бьется на большое количество каналов. \u003Cb>Алексей Григорьев, заместитель генерального директора – директор по корпоративной внешней политике «Metro Россия»\u003C/b>, отмечает, что некоторые категории начали очень заметно перекочевывать в маркетплейсы. Например, бытовая химия. Никто уже не хочет тащить ее из магазинов. Намного проще приобрести такой товар на маркетплейсе – недорого и с доставкой.\r\n\u003C/p>\r\n\u003Cp>\r\n\t Юрий Семенов («Дикси»), отмечая привлекательность онлайн-канала для молодежи, также отмечает и его специфику. Так, более возрастное поколение приходит в онлайн через офлайн. Другими словами, оно изначально знакомится с брендом на полках магазина, а затем уже начинает заказывать его онлайн. Молодое же поколение – наоборот. Оно даже с реальными магазинами изначально знакомится нередко через мобильное приложение.\r\n\u003C/p>\r\n\u003Ch2>\r\nМестное – популярное \u003C/h2>\r\n\u003Cp>\r\n\t Традиционно в регионах сохраняется высокая лояльность местным производителям. Долгое время торговые сети не использовали этот ресурс. Сегодня на фоне ухода зарубежных брендов он начинает приобретать новое значение.\r\n\u003C/p>\r\n\u003Cp>\r\n \u003Cb>Жанна Гайдушняк, директор департамента по закупкам и предложению «Свежие продукты» «Ашан Ритейл Россия»\u003C/b>, отмечает, что каждый покупатель в городах присутствия сети готов приобретать продукцию местного производства. Люди доверяют местному производителю, и особенно это заметно в молочном сегменте, колбасных изделиях, хлебе. В этом году в ассортименте сети появилось 13 новых локальных фермерских хозяйств, которые очень удачно замещают некоторые продукты ушедших международных брендов. Это и сывороточные напитки, густые йогурты, глазированные сырки и т.д. Развитию локальных производств способствует и поддержка со стороны государства.\r\n\u003C/p>\r\n\u003Ch2>\r\nЧто будет с промо? \u003C/h2>\r\n\u003Cp>\r\n\t Изменения покупательского поведения влияют и на принципы организации промо-мероприятий. Жанна Гайдушняк («Ашан Ритейл Россия»), отмечает, что покупателей все меньше интересуют перечеркнутые цены. А вот возможность попробовать интересные продукты, которые, возможно, раньше нельзя было себе позволить, – срабатывает. Соответственно, при планировании промо необходимо давать покупателю такую возможность.\r\n\u003C/p>\r\n\u003Cp>\r\n \u003Cb>Юрий Семенов («Дикси»)\u003C/b> как о ключевом тренде говорит о переходе от общего промо к персонализированному, которое реализуется через программу лояльности. Причем персонализация идет не в пределах каких-либо групп покупателей, а касается конкретных персоналий.\r\n\u003C/p>\r\n\u003Cp>\r\n \u003Cb>Владислав Курбатов, генеральный директор «Пятёрочки»\u003C/b>, также отмечает, что персонализация набирает все большие обороты. И в сети видят ее эффективность. А вот традиционное промо идет на спад. В «Пятёрочке» оно сократилось практически в два раза, и это не повлияло на экономические показатели сети.\r\n\u003C/p>\r\n\u003Ch2>\r\nНовые запросы \u003C/h2>\r\n\u003Cp>\r\n\t Многие ритейлеры отмечают и некоторые сдвиги в лояльности брендам. Брендозависимые категории на практике оказываются не такими уж и брендозависимыми. Ситуация на рынке газировки – лучшее тому подтверждение, демонстрирующее относительную легкость, с которой потребители переключились на отечественные аналоги после ухода зарубежных игроков, годами и с привлечением гигантских финансовых ресурсов формировавших лояльность к своим брендам. Все это открывает новые возможности не только для производителей, но и для ритейлеров, получающих новые перспективы для развития собственных торговых марок.\r\n\u003C/p>\r\n\u003Cp>\r\n\t Брендонезависимость проявляется также и в отношении торговых сетей. Владислав Курбатов («Пятёрочка»), отмечает, что сегодня покупатель в среднем заходит в 6–7 разных торговых сетей в течение месяца. Поэтому основная задача ритейлеров не только в поддержании лояльности бренду сети, но и в том, чтобы покупатель оставил здесь больше денег.\r\n\u003C/p>\r\n\u003Cp>\r\n\t Структуру потребительского поведения меняет также запрос на готовую еду. Эксперты рынка отмечают, что в чеках снижается доля товаров, которые приобретаются на неделю и более. В структуре чека все большую долю занимают готовая еда, здоровое питание, выпечка, снеки. Конечно, традиционные категории никуда не исчезают, но наибольший рост демонстрируют именно вышеперечисленные, что говорит о новых предпочтениях покупателей. Очевидно, что тот, кто быстрее и эффективнее отреагирует на данные тренды, получит в ближайшей перспективе существенные конкурентные преимущества.\r\n\u003C/p>\r\n\u003Ch4 style=\"text-align: right;\">Retail.ru \u003C/h4>\r\n ","WorldFood, поведение покупателей, Пятёрочка, Дикси, Metro Россия, Ашан, О'Кей",{"@type":395,"image":396,"name":376,"telephone":92,"address":380},"Organization",{"@type":388,"url":389,"height":390,"width":391},"2024.11.12","24.12.2024 22:25:06",{"url":382},{"desktop":401,"mobile":408},[402,403,404,405,406,402,407,122],"b2-retail","relevant","p1-retail","top","popular","calendar",[409,402,404,403,410,405,406],"c1-retail","commercial",{"type":375,"id":412,"attributes":413,"relationships":464},"chto-seychas-nuzhno-pokupatelyu",{"time":414,"views":415,"hasVideo":80,"hasEvents":416,"title":386,"description":417,"source":418,"tags":419,"themes":441,"isOnAdvertising":80,"showAdvertising":80,"advertising":460,"showPartnerMaterial":461,"readNextBlock":92,"link":463,"isAdult":80},"2024-11-21T05:00:00+03:00",5532,true,"\u003Cp class=\"top-quote\">\r\n\t Глубокая трансформация российского потребительского рынка меняет и потребительское поведение, которое, в свою очередь, зависит от специфики форматов и каналов продаж. На главной пленарной дискуссии выставки продуктов питания WorldFood Moscow – 2024 эксперты крупнейших FMCG-ритейлеров пытались ответить на вопрос, кто же он, современный покупатель розничных торговых сетей?\r\n\u003C/p>\r\n\u003Cp>\r\n \u003Cimg alt=\"Фото: Ekaterina Byuksel / Shutterstock / Fotodom\" src=\"https://www.retail.ru/upload/medialibrary/3e5/n5eq3qgpcfojvd6ap12f4mco92wy95p1/shutterstock_2302814949.jpg\" title=\"Фото: Ekaterina Byuksel / Shutterstock / Fotodom\">\r\n\u003C/p>\r\n\u003Ch5>Фото: Ekaterina Byuksel / Shutterstock / Fotodom\u003C/h5>\r\n \r\n\u003Cp>\r\n\u003C/p>\r\n\u003Cp>\r\n\t Покупатель хотел бы иметь максимальную ширину и глубину ассортимента при высоком качестве и низкой цене. Совместить эти параметры, очевидно, невозможно, но вот найти баланс можно попробовать. При его поиске необходимо исходить из специфики потребительского поведения, а оно достаточно динамично меняется.\r\n\u003C/p>\r\n\u003Cp>\r\n \u003Cb>Юрий Семенов, генеральный директор «Дикси»\u003C/b>, выделяет два фундаментальных фактора, которые будут в ближайшее время менять модель потребления. Первый фактор – это экономика, а второй – демография. С экономикой все очевидно. У людей становится больше денег, и они закономерно готовы их больше тратить, в том числе и на продукты питания. С демографией сложнее. С одной стороны, в стране происходит старение населения, снижается рождаемость, количество семей, которые состоят только из одного человека, растет с каждым годом. На сегодняшний день таковых уже 40%, причем за последние шесть лет эта цифра увеличилась на 10%. Модель потребления у таких людей иная. Например, они не покупают продукты на неделю на всю семью. Они покупают здесь и сейчас.\r\n\u003C/p>\r\n\u003Ch2>\r\nПереход в премиум? \u003C/h2>\r\n\u003Cp>\r\n\t С началом всех пертурбаций последних лет в экспертном сообществе преобладало мнение, что покупатель переходит к экономной модели поведения, а «первые цены» начинают если не преобладать, то во всяком случае занимать существенную долю в его потребительской корзине. Такой потребитель сравнивает цены, посещает в поисках лучших предложений несколько магазинов, отказывается от более дорогих и качественных товарных позиций в пользу более компромиссных предложений. Эти тенденции, начавшись в пандемию, стали особенно заметны после 2022 года. Однако сегодня ситуация меняется на глазах.\r\n\u003C/p>\r\n\u003Cp>\r\n \u003Cb>Дмитрий Пачин, коммерческий директор «О'Кей»\u003C/b>, отмечает, что в сети наблюдается переход потребителей в сегменты средний плюс и премиум. Связано это с двумя факторами. Во-первых, у людей действительно появляется чуть больше денег и они готовы отходить от режима жесткой экономии. Во-вторых, большинство ритейлеров стали более грамотно подходить к ценообразованию с точки зрения выделения ценовых сегментов и перестали закладывать одну и ту же маржу на товары разных ценовых категорий, пытаясь получить на них одинаковый процент прибыли. Другими словами, закладывая более низкий процент прибыли на товары высокого ценового сегмента, что ведет к закономерному снижению цены, ритейлер провоцирует покупателя на их приобретение.\r\n\u003C/p>\r\n\u003Ch2>\r\nДвижение в онлайн \u003C/h2>\r\n\u003Cp>\r\n\t Игроки рынка отмечают, что потребительская корзина современных покупателей бьется на большое количество каналов. \u003Cb>Алексей Григорьев, заместитель генерального директора – директор по корпоративной внешней политике «Metro Россия»\u003C/b>, отмечает, что некоторые категории начали очень заметно перекочевывать в маркетплейсы. Например, бытовая химия. Никто уже не хочет тащить ее из магазинов. Намного проще приобрести такой товар на маркетплейсе – недорого и с доставкой.\r\n\u003C/p>\r\n\u003Cp>\r\n\t Юрий Семенов («Дикси»), отмечая привлекательность онлайн-канала для молодежи, также отмечает и его специфику. Так, более возрастное поколение приходит в онлайн через офлайн. Другими словами, оно изначально знакомится с брендом на полках магазина, а затем уже начинает заказывать его онлайн. Молодое же поколение – наоборот. Оно даже с реальными магазинами изначально знакомится нередко через мобильное приложение.\r\n\u003C/p>\r\n\u003Ch2>\r\nМестное – популярное \u003C/h2>\r\n\u003Cp>\r\n\t Традиционно в регионах сохраняется высокая лояльность местным производителям. Долгое время торговые сети не использовали этот ресурс. Сегодня на фоне ухода зарубежных брендов он начинает приобретать новое значение.\r\n\u003C/p>\r\n\u003Cp>\r\n \u003Cb>Жанна Гайдушняк, директор департамента по закупкам и предложению «Свежие продукты» «Ашан Ритейл Россия»\u003C/b>, отмечает, что каждый покупатель в городах присутствия сети готов приобретать продукцию местного производства. Люди доверяют местному производителю, и особенно это заметно в молочном сегменте, колбасных изделиях, хлебе. В этом году в ассортименте сети появилось 13 новых локальных фермерских хозяйств, которые очень удачно замещают некоторые продукты ушедших международных брендов. Это и сывороточные напитки, густые йогурты, глазированные сырки и т.д. Развитию локальных производств способствует и поддержка со стороны государства.\r\n\u003C/p>\r\n\u003Ch2>\r\nЧто будет с промо? \u003C/h2>\r\n\u003Cp>\r\n\t Изменения покупательского поведения влияют и на принципы организации промо-мероприятий. Жанна Гайдушняк («Ашан Ритейл Россия»), отмечает, что покупателей все меньше интересуют перечеркнутые цены. А вот возможность попробовать интересные продукты, которые, возможно, раньше нельзя было себе позволить, – срабатывает. Соответственно, при планировании промо необходимо давать покупателю такую возможность.\r\n\u003C/p>\r\n\u003Cp>\r\n \u003Cb>Юрий Семенов («Дикси»)\u003C/b> как о ключевом тренде говорит о переходе от общего промо к персонализированному, которое реализуется через программу лояльности. Причем персонализация идет не в пределах каких-либо групп покупателей, а касается конкретных персоналий.\r\n\u003C/p>\r\n\u003Cp>\r\n \u003Cb>Владислав Курбатов, генеральный директор «Пятёрочки»\u003C/b>, также отмечает, что персонализация набирает все большие обороты. И в сети видят ее эффективность. А вот традиционное промо идет на спад. В «Пятёрочке» оно сократилось практически в два раза, и это не повлияло на экономические показатели сети.\r\n\u003C/p>\r\n\u003Ch2>\r\nНовые запросы \u003C/h2>\r\n\u003Cp>\r\n\t Многие ритейлеры отмечают и некоторые сдвиги в лояльности брендам. Брендозависимые категории на практике оказываются не такими уж и брендозависимыми. Ситуация на рынке газировки – лучшее тому подтверждение, демонстрирующее относительную легкость, с которой потребители переключились на отечественные аналоги после ухода зарубежных игроков, годами и с привлечением гигантских финансовых ресурсов формировавших лояльность к своим брендам. Все это открывает новые возможности не только для производителей, но и для ритейлеров, получающих новые перспективы для развития собственных торговых марок.\r\n\u003C/p>\r\n\u003Cp>\r\n\t Брендонезависимость проявляется также и в отношении торговых сетей. 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