The Ministry has chosen criteria that must be met for the items to get marked “Made in Russia”. Experts doubt the usefulness of the sign, if not will take into account the quality of the product and the participation of other countries in its production
The Ministry is working on a project “Made in Russia” — the system of marking and identification of goods manufactured in Russia in 2014. The main objective of the initiative, the implementation of which is scheduled for 2017-2018 years and the period up to 2025 — to increase the loyalty of the Russians to such products. The concept of the program (is at the disposal of RBC) is now sent for approval, in particular, to the Ministry of agriculture and Ministry of economic development, RBC confirmed its developers.
According to the document to sign “Made in Russia” will any goods produced in the country and have a certificate of conformity. Quality products at the same will not be considered. As follows from the document, one of the principles of the program — “equal access for Russian producers to use the mark “Made in Russia” on the basis of criteria of origin and safety of products, regardless of the quality of manufactured goods”. The manufacturers may be subject to additional requirements, for example the content of domestic raw materials in the product.
Further on the basis of this marking should be a whole “family” of characters — “Grown in Russia”, “Russian design”, “made in Russia”, etc. indicated in the presentation of the Ministry of industry and trade.
To grant rights to use the mark “Made in Russia” will of the ANO “Russian quality system” (Rascacielo), established in 2015, according to the government’s initiative to increase the level of confidence in domestic products. The organization conducts research on the basis of which offers to manufacturers whose products meet the demanding requirements to obtain a Russian “seal of quality”.
When you assign a “quality Mark” for different categories of goods, the share of Russian raw materials may be different. In particular, for fish products it is 100% and light industry products — only 40%, told RBC representative of Roskoshestvo. “A variation of the level of localization is related to the fact that the raw materials for the production of certain goods is, unfortunately, practically is not produced in our country. For example, cotton”, — says the interlocutor of RBC. Roskoshestvo suggests that the same methodology would be applied in the case marked “Made in Russia”.
The Motivation Of Industry And Trade
“Today is still prestigious to use foreign products”, — stated in the concept of the project “Made in Russia”. At the same time, the rise of confidence in domestic products — however, this relates primarily to food. In the case of clothes, shoes, household appliances and cars, Russians prefer foreign manufacturers, say the authors of the project.
The Ministry refers to the positive foreign experience and the study of organizations for the study of public opinion “Eurobarometer” four years ago. Then 71% of EU citizens stated that the place of origin is a significant factor for 34% of the determining factor. “The effect of country of origin” (positive attitude toward domestically produced products) is the most important tool of state policy. “The purchase of goods is closely linked to consumer perceptions of country origin”, concluded the authors of the concept.
The dominance of fakes
Marketer and the CEO of the company “Dymshits and partners” Michael Dymshits draws attention to the fact that in Russia already there are many signs and symbols with the “same logic”. “Most of the [trade] marks this does not work, did not notice them,” he says.
The Ministry also acknowledges the plethora of existing “quality marks”, noting that in the Uniform register of registered voluntary certification systems, there are 1147, 30 of them contain in their names a reference to Russia, the Russian Federation, and the 60 names of the Russian actors. Some of the most famous such markings are referred to in the accompanying presentation fakes [from the English. fake — fake] because they are given for direct or covert reward, believe in the Ministry. In contrast, the right to use the mark “Made in Russia” will be provided at no charge, promise the developers of the project.
It Roskoshestvo responsible for the labeling of the product, coined by the Ministry — in fact in terms of quality. From 2015, the manufacturer can obtain national “quality Mark” and place it on the packaging of the goods. The only condition is to check the quality of the products by experts, “whose services must be paid” had previously reported that Ministry. Now the procedure for producers absolutely free assure Roskoshestvo. Last year’s “Signs of quality” received the first of 12 companies — all from the sector of light and food industry.
“Eaten in Russia”
Executive Director of the Commonwealth “RusBrand” Alexey Popovichev not sure that mass marking the products with “Made in Russia” will help the promotion of domestic goods. Each of them in accordance with the requirements of the legislation and so it is written, where it is produced, specified legal address, reminds the expert. “I think this sign should not be assigned just because the goods produced on the territory of Russia, if we want to make it really significant in the eyes of consumers”, — stressed Popovichev.
For comparison, the national label Italy Made in Italy is allowed to use the pack only under the condition that a large part of the production process took place in Italy, and the quality of raw materials and products is confirmed by relevant certificates. In this case the manufacturer has to constantly reaffirm the right to use national markings.
Theoretically the need for such a sign is our country, but you need to understand its relevance, says strategy Director of branding Agency Depot WPF Headlight Kuchkarov. “If we want to venture on electronics, we compete with Japan, which icon in this category is strong”, — quotes the expert an example.
The producers themselves refer to the initiative of the Ministry of industry and trade differently. As told RBC press service of “Cherkizovo”, these signs help to increase customer loyalty, and work especially well in the regions in the categories ultrafresh. Consumers believe that “their” product more fresh and natural.
Loyalty is formed not on the basis of geographic location, but on the basis of quality, service and customer satisfaction to the CEO of the manufacturer of toothpaste Splat Evgeny Demin. Globally sign that the product is “made in Russia and eaten in Russia,” will not change anything, says the businessman.