Golden apple biography

The first big interview with the head of the Golden Apple is Number Two Network on Russia's beauty market photo: Realnoevremya. Usually avoiding publicity, the company's management has refuted information about the possible sale of a business, spoke about the attitude to politics, the influence of coronavirus pandemia on business and new trends in cosmetics. To the questions of the publication Znak.

As the “Yabloko” burst into the Sverdlovsk protest - the next year you open a store in Minsk. The news of this came in the midst of street protests in Belarus. You can tell you more about how this idea arose, why was the choice was made in favor of this country, and not other republics closest to Russia? We examined different ones, specifically on Belarus, we did not aim.

And it so happened that in Minsk we came up a location, I liked the city. This is not a political decision. Now a little anxious, but the decision has already been made. There are probably certain risks, but we do not participate in politics and believe that everything will be fine. But when in Yekaterinburg there were rallies against the construction of the Church of St.

Catherine, the Golden Apple through its Instagram supported the protesters. It was unexpected, because in Russia a public statement of a political position is unusual for business. And those rare entrepreneurs who openly criticized power left the country or ended even worse. How was the decision to support the protesters and what was the reaction to this? We are as far from politics by the company, therefore we did not know that there was a political struggle in the city, that this is not the first visit to an attempt to build a temple, that there are some forces that want it, but there are forces that do not want.

It is important to understand: this was not a decision of one, two, three, five people, we took it collegially. And it should be noted that the average age of the members of our management company is 25 years, even, maybe less. We were not oriented in this, and we were absolutely uninteresting to us: at that moment we were densely engaged in the markets of Moscow and St.

Petersburg, I did not want to be interested in local news at all. We watched the politics in the most general terms: we read some news, but not particularly carefully. In general, like everyone else. And when the first news of what was happening reached us, we decided that we must somehow react. Here we have young people, the average age is 25 years old, and, probably, it is not surprising that everyone said: “We need a square, we walk there, ride bicycles.” They consulted with a lawyer: is it illegal?

No, not, everything is in order. Well, posted the post.

And suddenly failed into the revolution. Some nine-point storm began, we were very surprised, began to understand the problem, and it turned out that we have a political bomond, some camps ... But if we look back, we were not ashamed of our position, because in the end it turned out that the vast majority of the inhabitants of our city behind the square. But then we did not know that some of the initiators of the construction of the temple are believers and for them it was a difficult time.

We did not want to do anyone badly, to touch someone's feelings, and indeed no one knew anyone. We just expressed our opinion. We have a democratic country! Or not? Well, in general, at that time we thought yes. We just thought that we can do something for the city by preserving the square. Indeed, such parks are really a shortage for cities such as Yekaterinburg - returning to the question of the reaction ...

- Do you have to list everyone who called back after the publication? But what I want to pay attention to. We did this post not to attract new buyers. Indeed, such parks are really a shortage for cities such as Yekaterinburg. We did not have any more subscribers, sales did not increase, there was no commercial benefit. In general, Yekaterinburg is only a small share of our customer base, a jelly part in sales.

But we had something about 2 thousand reposts, many tens of thousands of likes, we were immediately mistaken for our opposition parties and movements, the headquarters of Navalny, “Silver Rain” and the Yabloko party ... We suggested that we do an interview, because we simply had no desire, excitement, interest. We want to concentrate on our business. Do you know how animals react to diamonds?

They are not interested. This is how we react to political life. Was there something from the authorities? Have you tried to scold you? Put in place? It did not last long, for several days, but the intensity of passions was so great that these days there was a huge responsibility on the authorities. Anything could happen. And the authorities did everything so that nothing bad happened - with people in the first place.

So that no one is injured, so that it ends peacefully, without a massacre and without a radicalization of the situation. And I am glad that in the end, such a compromise took place. And now, if the temple is built somewhere else, we will welcome it.People are scared, some do not want to go shopping, plus there are certain requirements of Rospotrebnadzor "people have a fear of losing income." How did coronavirus affect the market - how did coronavirus affect the business?

How has it changed attendance in stores? But at the same time, we grew up very much online, and for our company it was a good time. We learned to work online, improved service indicators, for example, for delivery, for packaging. Of course, there is a decline in retail, but this is explainable. People are scared, some do not want to go shopping, plus there are certain requirements of Rospotrebnadzor.

Nevertheless, offline is not so significant. We have a stable model: the client can go to the store, choose there, and then order online. I do not think that there is some kind of radical solution, for example, close all stores and concentrate online or vice versa. All that is happening now is the properties of a certain time stage with its circumstances. And our task is to make this time as comfortable as possible for the client.

Not everything can be bought online for the first time, sometimes you need to feel the aroma, get advice. We maintain the atmosphere inside the store, but pay much attention to safety: masks, gloves, disinfection, and cash desks. Customer safety is now priority. We are not represented in all cities, so for us it is an opportunity to grow in sales. We deliver goods throughout Russia, and soon we will be not only in our country.

There is probably fear of income reduction, fear of instability - is it noticeable that the Russians have become poorer? For example, began to buy a suite less and went to the mass market? The second is a more rational approach to purchases, the criteria and priorities have changed. Sales of label lipsticks fell, for example, because a mask regime is everywhere, and the girls now do not consider it mandatory to paint their lips.

It became noticeable when the salons closed - people began to engage in their appearance at home more. And household goods began to be sold better, such as candles. In general, the factor that people began to earn less, we note. There is probably a fear of income reduction, fear of instability. But we do not observe a cardinal change in different categories-that everyone went to the mass market, for example,.

There are changes in the structure: I do not take lipstick, I take something else or make purchases a little less often, rather like this. It is from 15 to 20 percent, according to various estimates. There is no open analytics, we focus on the sensations of brands, we get some information from competitors, etc. Our producing partners are likely to end a year minus compared to the past.

But there are two more months - November and December, so it’s too early to speak. And now we can already say about us that this year, perhaps we will become the second in Russia's beauty market. According to the results of ten months, we are already exactly the second, and within two months the pandemic was the first and then made a serious gap. At the beginning of the year, the first store of the new AppleBox format, smaller than the Golden Apple, was supposed to open about the development of business - at Moscow.

In the future, you planned to open them in seven central sleeping areas of Moscow. How much is open now? Do you think the format is successful? The second opened in October GO. How many of them will be in the future - it is not yet clear. Depends on the partners, on the construction of new areas, on other parameters. But we like to develop the Asian direction, this is true.

The Asians have a very multi -layer approach. Previously, in Russia there was an understanding of skin care: it washed, smeared the cream - and okay. And in Asia it is a whole ritual: masks, serums, different washbasins.