At Kama Tyres, the results of online sales for 2024 have been summed up
Kama Tyres complex has summed up the results of its official online store activity in 2024, and it is reported that a stable growth in sales and an increase in consumer interest in digital channels for buying tires were observed, and the company "significantly expanded its range, improved logistics processes and continued to adapt its strategy to changing market conditions".
According to the results of the previous year, online platform sales grew by 8%, and the leaders in the number of orders again were Moscow (11.9%), Moscow region (7.9%), St. Petersburg (3.2%), Nizhny Novgorod region (3.1%) and the Republic of Tatarstan (3.1%). 54% of buyers chose self-pickup of tires, and the rest ordered delivery by transport companies, which, as noted in the company, customers "value both the opportunity to personally pick up the goods and the convenience of delivery to the door".
The range of the Kama Tyres online store in 2024 grew by 5%, and now it includes more than 600 product positions. Compared to the previous year, there was a significant increase in demand for tires for quad bikes (+125%) and combined type truck tires (+31%). What is interesting is that sales of restored tires have grown more than 20 times (+2175%), which, as the company says, is due to the fact that "consumers are increasingly paying attention to economical and environmentally friendly solutions".
The most popular brands from the tire complex's portfolio in 2024 were Viatti (29.6%) and Kama (passenger tires - 22.6%, tires for quad bikes - 14.2%). In the segment of passenger summer tires, the leader was Viatti Strada Asimmetrico, and in the winter segment - the studded Viatti Brina Nordico. Among truck tires, the most popular was the CMK tire Kama NT 202 for trailers.
"The absolute leader of buyer demand was tires for quad bikes for Kama Quadro ATM, which confirms the growth of interest among domestic car enthusiasts in this type of transport", - the company said, adding that "SUV tire sales decreased by 11% compared to 2023. This may be due to changes in the economic situation and consumer preferences, which are increasingly choosing budget and universal solutions".
In the market of winter tires, studded models are still the most in demand (81% versus 19% for friction tires). The highest demand for studded tires was noted for Viatti Brina Nordico and Kama Alga, and among non-studded tires - for Viatti Bosco S/T, Brina and Vettore Brina.
Last year, B2C and B2B segments accounted for 54 and 46% of sales, respectively. At the same time, retail sales increased by 17%, and in the corporate segment - only by 1%. "This indicates that private car owners are increasingly preferring to order tires directly from the manufacturer through the official online store, without resorting to intermediaries," Kama Tyres notes. - The growth in sales through marketplaces was especially noticeable - this sales channel increased by 142%, which indicates a high level of customer trust in this format of buying tires".
In 2024, 75% of all sales of Lower Kama-produced truck tires accounted for CMK models, while the share of combined tires was only 25%, and the company notes that "this distribution of consumer preferences may be due to changes in logistical needs and savings on operational expenses by transport companies".
"The results of 2024 confirm that digital sales channels are becoming increasingly important for the tire industry," said Timur Sharipov, Executive Director of Trading House "Kama". - We see an increase in interest in online purchases, especially in the B2C segment, as well as an increase in demand for specialized products, such as tires for quad bikes and restored models. These trends show that the market is adapting to new customer needs, and we will continue to develop our online channels, improve the range and offer convenient service solutions".