Union State Goods to Get Retailer Shelf Space and Marketplace Buttons
Starting from 2027, the "Union State goods" status will be extended to consumer goods. Retailers will highlight them on shelves, marketplaces — in search, and the budget will compensate up to 2/3 of the loan rate.
Starting from 2027, Russia and Belarus will expand the list of pilot categories with the status of "Union State goods" to include consumer goods. The proposal came from the Russian side, said Deputy Head of the Ministry of Industry and Trade R. Chekushov. The logic is simple: consumer goods are easier to promote, including on online platforms.
The department plans to use already-established mechanisms. As a model, Chekushov cited the Ministry of Industry and Trade's work promoting products under the "Made in Russia" brand.
What will change on shelves and marketplaces?
The Ministry of Industry and Trade plans to negotiate with wholesale retailers in Russia on two steps:
- separate labeling of goods with the status of "Union State goods";
- placement of such products in the best shelf spots.
For online channels, a different set of tools is being considered: highlighting Union State goods in marketplace search results or creating a separate "Union State Goods" button.
How will products be promoted in third countries?
On export markets, the Ministry of Industry and Trade proposes creating joint service centers. They will service equipment of both Russian and Belarusian production. According to Chekushov, this will reduce companies' expenses when entering export markets: manufacturers won't have to build service infrastructure individually.
What support measures will manufacturers receive?
A financial instrument is being prepared in parallel. It is being developed on the platform of the Permanent Committee of the Union State in the form of preferential lending.
The Postcom has already prepared a draft Decree of the Supreme State Council. The document provides for compensation to manufacturers of interest on bank loans from the Union State budget — up to 2/3 of the rate. The mechanism will operate within pilot projects.
Thus, the Union State goods promotion program consists of three areas: retail and online showcase within Russia, joint service on export markets, and subsidized lending for manufacturers.
Source: НЭГ
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