Atlant Head: we need to offer product that buyers definitely need

The President of Belarus, Aleksandr Lukashenko, has approved today the appointment of Deputy Industry Minister Dmitry Kharitonchik as Director General of Atlant JSC. After the President made several personnel decisions, Dmitry Kharitonchik expressed his assessment of the state of affairs at the enterprise in his talk with journalists.

In particular, he noted, “Today, actually, the situation remains quite problematic. This is primarily due to the fact that after two years of growth in production and export volumes, last year we all saw a very aggressive entry (many new brands, as well as cheaper household appliances) of companies from eastern countries into our joint market with Russia. Of course, this could not but affect sales volumes.”

Dmitry Kharitonchik stated that the company had taken certain measures in these conditions, e.g., bringing those types of goods to the market that are currently in demand. First of all, these are refrigerators and freezers with the No Frost system. It is also necessary to seriously work on increasing the production of washing machines, since these Atlant goods are now enjoying popularity.

“The most important in this situation is to continue serious work to reduce production costs. It’s simply impossible without this amid fierce competition. First of all, it’s necessary to look at improving the design and technological processes. We need to offer a product that buyers definitely need and that will be competitive,” Atlant’s CEO stressed.