Last year, HSE and Moscow State University scientists have published a study on how the regions from 2010 spent money from 2010 to 2017. On how the Skirt 2020, the regime of self-insulation, the development of courier services, delivery and in general globalization influenced consumption in the regions and how the weight of unstable areas for investors and distributors changed, Bankiros.ru talked to the marketing director of Aktivo Investment Marketing Marketing.
Metropolitan and provincial spending
It's no secret that in the capital revenues above, more opportunities are more - therefore, spending of the population are different from regional. The study of Safronov and Zubarevich just notes that in the metropolitan cities there are more bank deposits and transactions for the acquisition of real estate.
For example, for 2017, the purchase of real estate was spent:
- 7% in the Tyumen region;
- 8% in Moscow;
- Over 5% in St. Petersburg;
- a little more than 3% on average around the country.
With a drop in the income of the population about real estate, less and less thought, although investors consider it as a way of saving funds and incoming income. We are talking about commercial real estate with a predominantly grocery retail-tenant at the heart and a form of acquisition through a closed mutual investment fund. Such a format involves the purchase of an "exploit" object of an institutional nature, which allows to index lease agreements.
What is characteristic: 2020 turned focus of attention to the regions - they were interested in investors not satisfied with the public, which perceives shopping centers as entertaining and leisure zones, as well as a significantly lower rental at high traffic. But an important criterion remains the presence of a product zone and that's why: with any crisis, residents will buy food. And as the pandemic showed, only such points remain open at a total locked. On the increase in the role of products in terms of spending Russians speak and explored - the worse the situation, the more we spend on the products.
At the head of the Russian Table - Food
Traditional and prevailing expenses for all Russians - food. In the second quarter of 2019, it is 38.9% of income. The distribution of spending depends on the region, and the cut in the country cannot be called homogeneous neither geographically nor historically: since 2004, 2018, food costs fell by 10%. In 14 regions of the Russian Federation, according to 2020, expenses exceed 40%. Among them:
- 59% - Ingushetia;
- 55% - Dagestan;
- 48% - the Chukotka Autonomous District;
- 48% - Smolensk region;
- 45% - Kabardino-Balkaria;
- 44% - Ryazan region;
- 43% - Mordovia;
- 42% - Tyumen region;
- 40% - Saratov region;
- 40% - Tula region.
At the same time, in 11 regions, costs do not exceed 30%, for example:
- 24% - Khanty-Mansi Autonomous District;
- 25% - Moscow and the Moscow region;
- 26% - Tatarstan and Murmansk region.
Part of the researchers sees a direct correlation: if the percentage of spending is high (for example, by 2018 the middle class fell to 30%), then income fall, inflation occurs, the middle class is reduced, and the population feels the occurrence of the crisis - so instinctively spends more time at home and He spends money on a nurse in the form of food.
It would seem that it was 2020 that it was necessary to maximize the cost of food: we constantly sat at home. But April-May 2020 showed other results in Russia. In the "saved" noted growth in categories by 2019:
- + 26.2% - "Household appliances and electronics";
- + 71.2% - "Universal shops".
These data are common in the country, but reflect the statistics currently relevant for all regions. Once at home in four walls, the Russians noticed that the technique was outdated, the wallpaper was shuffled and the utensils are not at all like the one from which we are accustomed to eat during business lunches or evening sites with friends in cafes and bars. In an effort to preserve the usual entourage, many have taken up for updates. A reduction in costs in the categories "Cafe" and "Leisure" led to an increase in spending in the categories "House for home", "household appliances" and "repair".
It is these two categories "universal shops" and "household appliances" give an interesting vector to reflect the regional investor. We are accustomed to calling to invest in large shopping centers in Moscow realizing that these objects guarantee traffic and the share of the shareholder. Changes in consumer demand in Russia, the development of regional shopping centers, an increase in interest in universal shops and household appliances that use the scheme - "Shop and warehouse for delivery" at the same time (M-video, Sitilink, Eldorado, RBT, Ribbon, Auchan Both others) led to the fact that investors from the regions may well successfully invest in local objects of commercial real estate, becoming co-owners with investors from Moscow and other major cities that are interested in other zones of the Russian Federation.
The beginning of 2021 - the time is active. In addition to the political agenda, we all follow the vaccination, which every day covers more and more population, and therefore we are getting closer to returning into the usual channel, emphasizes the expert. It's time to rinse the train of successful investments until they have not yet turned into a well-known trend, and their cost returned to the academic level.