Parus Elektro:
Export Rules The Game

How can Moscow manufacturers enter the international arena and meet domestic needs with the state support? Prommoscow talked about this and other things with CEO of Parus Elektro Vladimir Khlebnikov.
Vladimir Khlebnikov
CEO of Parus Elektro
– Vladimir, your company is engaged in one of the probably most popular FEC areas. How did you come up with the idea of creating products for renewable energy sources?

– To begin with, Parus Elektro was established in 2011. It was comprised of people who had quite impressive experience in the domestic market of uninterruptible power supplies. The skeleton staff included the engineers having 20 years of experience in the field of converter equipment. We are proud of our renewable energy projects. Today we occupy more than 70% of the domestic renewable energy product market. And yet, this is only part of the business.
We believe our biggest achievement to be the successful entry to the solar power market in 2019;
including the launch of the 75 mw
Samara Solar Power Plant;

the implementation of 5 SPP projects with a total capacity of 110 mw in two months in Astrkhan,
Altai and Buryatia;
the start of maintenance for more than 100 inverter stations.
– In your opinion, can Russian, or even Moscow, products compete with foreign counterparts?

– In terms of technical and qualitative characteristics, our products are as good as the products of leading world brands. By the way, we have the advantage of a more attractive price and a shorter production time. There are one more advantage: the UPS market is often conservative, so we are ahead of our Western competitors, who are in no hurry to update their product line. And our uninterruptible power solutions are based on modern developments. Over the nine years of the company's existence, we have become domestic champions in the field of converting technology. For example, during FIFA World Cup 2018, all football arenas were equipped with our uninterruptible power supply systems. Last year, we developed and began to produce domestic electric charging stations for electric vehicles. We plan to install our stations in Moscow and other Russian cities.

APROPOS

EXPORT SUPPORT MEASURES

Individual support:

  • assistance in basic and practical aspects of foreign economic activity, including certification, trade barrier verification and customs regulation;
  • identification of Moscow manufacturers' export readiness and needs;
  • analysis of target markets;
  • selection and support of negotiations with foreign business partners.
– What is your secret?

– It is definitely people and focus on customer. We have our own design bureau employing more than 20 people, which allows us to maintain the entire cycle, from developing new models to releasing finished products. This approach has made us a full-fledged vendor that performs the development, manufacture, marketing, warranty and post-warranty maintenance of products. Today it is easy to talk about success, but the company formation was not easy, if only because at first it was not easy for us to convince the customers that domestic products are as good as imported ones in terms of quality and technical characteristics. Now that our customers have gained positive operating experience, we are growing at a pace twice as fast as the market average.
– In 2019, you entered the international arena. Why did you decide to become an exporter?

– By the beginning of last year, we already saw that we had taken a significant share on the domestic market. That is why we began to think about exporting. But the final decision was made when we received the support of the Moscow city.

First, we took part in the joint exposition of Moscow exporters at the Innoprom-2019 international industrial exhibition. Then we introduced one of the key infrastructure elements, namely a electric car charging station. Later, we conducted an individual analysis of target markets and revealed an interest for our products in Latin America and Africa. So, we took part in the FIHAV 2019 exhibition and in a business mission in the Republic of Rwanda. And that was not the end; we are currently negotiating with foreign partners.

Our products are already available in the markets of Belarus, Kazakhstan, the Ukraine, Georgia, Armenia, Kyrgyzstan, Syria, Algeria, and we plan to expand into the countries of Southern Europe, North Africa, the Middle East and South Asia.
APROPOS
BUYER PROGRAM

Establishing high-quality contacts between potential foreign buyers and Moscow manufacturers:
  • business missions with foreign trade representatives;
  • technology tours to Moscow production sites;
  • developing international cooperation and integrating into global production chains;
  • uniting the best Moscow manufacturers at international events.
– What are your plans for the near future?

– Recently, as part of the Big Industrial Week international exhibition in Cairo, we signed a protocol on cooperation with the Arab Organization for Industrialization (AOI). We are also negotiating the long-term cooperation with Egyptian partners for the manufacture and supply of electric vehicle fast charging stations, solar network inverters and uninterruptible power systems. And this year, our company will take part in the Project Qatar 2020 exhibition sharing a collective stand organized by the Moscow Department of Investment and Industrial Policy. In the long run, we, of course, are going to increase the volume of the goods supplied abroad, reduce the production cost. This will be the best proof that we have been able to create a truly competitive product!
– What completed projects are you most proud of?

– The successful entry into the solar energy market in 2019, including the launch of the 75 MW Samara solar power plant; the rapid implementation of 5 SPP projects with a total capacity of 110 Mw in two months in such remote regions as Astrakhan, Altai, and Buryatia. We have started the maintenance of more than 100 inverter stations.
Corporate Issue, Moscow Department
of Investment and Industrial Policy
E-mail: pressprom@mos.ru
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