Konstantin Bessonov, an entrepreneur from Novosibirsk, is the founder of Termofor, one of the leading producers of wood-burning stoves in Russia. Termofor products are sold not only in Russia but across the CIS and in the European Union. The company’s product line is constantly expanding and new developments are being made by a serious team of designers and engineers. In a sense, Termofor is one example of a successful business that began from the ground up and is not associated with the sale of raw materials but rather with the development of a new quality product that enjoys demand outside the domestic market. Considering the special relationship with wood-burning stoves and even more with the saunas that have long existed in Russia, we can consider the experience of Termofor to be a cultural phenomenon. In any event, this is one attempt to answer the question as to what is necessary for successful products to emerge in Russia that are not related to oil and gas, products which say something interesting about the country.
– Konstantin, what got you involved in producing wood-burning stoves?
– In any business there are three pillars – desire, ability and opportunity. The most important of these is desire. As Steve Jobs once said, the most important thing in any business is a strong desire to achieve a goal and the lack of money. In the case of Termofor, both of these factors were at work to the max. There is a saying: “Work is the last refuge of those who are not good for anything else.” When I decided to start this business, all the factories had been privatized and all the resources had been allocated. I had to think of something. Then I realized that the Russian sauna is a national idea. Winter lasts nine months, and Siberia is a cold region where good stoves should be made. In the Soviet years, I worked as an engineer in an aircraft factory, so I understand the technical side of things. And Novosibirsk, as Siberia’s industrial, educational and transportation center, provides a solid infrastructure for the development of any business.
– In other words, the stove was the first thing that comes to mind.
– The lazy are perhaps the only ones in Russia who have not made stoves, it seems. Only now we have an entire generation that thinks it is entirely normal to buy a stove in the store. I remember how during the Soviet times many bosses and factory directors would work on stove models for their dachas in their spare time. Then they’d buy a bottle of vodka and talk to the welders. Those times are now behind us, something we’ve helped to bring about.
– But therefore production of stoves in Russia is understood by many to be something of a local industry like the candle factory in Samara.
– I look at this quite differently. I like to set ambitious tasks, and I simply thought about what you can do in Siberia to get the world to take you seriously. Some of these niches are real and the stereotypes associated with them have worked for a long time. Japan makes good electronics, good bananas grow in Africa. But what can be done in Siberia? It’s cold in Siberia, so stoves need to be made here. Termofor’s products are sold in a lot of countries now, including in Europe. The idea of the “Siberian stove” has played into our hands everywhere. In other words, partners accepted early on the idea that stoves from such a cold region would be good ones.
– But few people outside of Russia view Siberia as a region that is modern. The view is similar in Russia itself.
– The marketing specialists that we recently hired advised us to remove the term “Siberian” from Termofor’s product line. They said that this is a modern technology but that Siberia is seen as a place more traditional – felt and tarpaulin boots. I was categorically opposed to doing that, as Siberia should be something no worse than Canada or Finland for buyers when it comes to inspiring confidence in stoves.
– Why Siberia and not Russia? “Russian stove” could also be a brand in sense.
– We intentionally made a name for ourselves as producers of “Siberian” rather than “Russian” stoves. Russia is a country, and people’s attitudes to it might be rather complex. But Siberia is something different. When we entered the Latvian market, I asked my Latvian partners for advice about whether we should keep the name “Siberian stove” given attitudes toward Russia in the country. They told me that it was okay. “We don’t like Russia which exiled our forefathers to Siberia, but a lot of people have warm memories of Siberia and their encounter with simple Siberians.”
– If Siberia is so important for the success of your brand, then how do you see your role in the region?
– It makes me sad that Russia, Siberia in general and Novosibirsk in particular play practically no role in creating material culture. Such niche markets like “Swiss watches” and “Finish telephones” are already taken. With Termofor, I’m trying to make a strong contribution to changing this situation.
– But is it possible, in your view, to bring about a cardinal change here, on a regional scale?
– Everything starts with philosophy. It makes me sad that the ideal of consumption intrudes on society. As a resident of Novosibirsk, I am happy, of course, that new roads and supermarkets are appearing so close by. But I don’t like the fact that Novosibirsk is losing its status as a scientific and industrial center. Speaking concretely, though, it’s worth performing a bit of a situational analysis on how to use existing resources. Are there scientific and industrial developments being made in Siberia? Yes! Is there unused capacity? Also, yes! There are marketing specialists. There is also money, at least there was prior to the crisis. But all of these aspects live separately. Unfortunately, I still don’t know where to find platforms in Siberia where invention, capacity, marketing and money all come together.
