IEMS Director Alexey Kalinin spoke at the brainstorming session "What and How to Sell to Asia?", which was held on February 27th at the Krasnoyarsk Economic Forum. In his speech, Alexey characterised the Asian market for Russia, defined the most important segments in terms of volume and market growth and assessed demand for major types of consumption in Asia.
According to Alexey, Russia's export to Asia will remain predominantly mineral resource-based. However, in addition to natural resource companies, innovation companies can also become national export champions if they manage to find and capture 'global niches.' Products of such companies can be in high demand in Asia, specifically during their transition from one market segment to another. In order to support such companies and to manage an effective 'pivot to the East,' it is essential to implement a large scope of measures of governmental support, including development of soft power infrastructure and education of key personnel on specifics of working in Asia.