REVENUE ×5
IN 7 MONTHS
NO PRICE WAR.
Instrument Yug — 835 SKUs of tools and consumables on Ozon. From ₽389,590 in May 2025 to ₽2,061,347 in November — through product cards and a strategy per category, not discounts.
Not just “launch sales”, but build a sales system across several tool categories at once.
Instrument Yug is an experienced family business: an offline shop, its own warehouse and a wide supplier base. The niche: hand tools, consumables and construction goods. The platform: Ozon — fierce competition and price pressure.
Instrument Yug today.
A sales system by category
- 835 SKUs, about 600 of them on sale
- Stock in the company’s own warehouse
- An Ozon store already running
- Revenue ≈ ₽300–340K a month
The hard part: each category has its own sales logic and its own competition. One card template doesn’t work, and wrong positioning means zero sales.
- A common strategy across categories
- Strong product cards and SEO
- Different USPs for different products: discs ≠ trimmer line
- Systematic work with ads, traffic and conversion
Analytics and strategy
- Niche and competitor analysis
- Range segmented by category
- Own offers, messages and triggers for each category
USP by category
- Diamond discs — cut quality, lifetime, materials
- Trimmer line — wear resistance and price per metre
- Hand tools — reliability and comfort
SEO and cards
- Titles and descriptions for each category’s query groups
- Cards for home users and for semi-pros
Visuals
- Briefs for photos and infographics by category and use case
- A strong USP on the first screens of the card
Advertising
- Set up and optimized the campaigns
- Moved budget into the efficient combinations
- Lowered the cost of acquisition
Range and reviews
- Dropped weak items, added SKUs with potential
- Stepped away from direct price competition where possible
- Systematic work with reviews and questions
- Out of the deep search results, higher visibility
- Conversion up without cutting prices
- October 2025 — ₽1,400,401, ×3.6 vs the start
- November 2025 — ₽2,061,347, ×5.3 vs the start
Instrument Yug product cards on Ozon
Profit over turnover
The work continues: cards are maintained constantly and new items are added. After a record May 2026 (₽1,935,394) turnover dropped over the summer: June — ₽1,424,616, July — ₽1,034,362.
Restructured costs (June → July)
- Cost of goods −47.8%
- Logistics −56.1%
- Returns and cancellations −45.5%
- Marketplace commission −26%
- Ozon ads −16.2%
Next goal
- Bring revenue volume back
- Keep profitability at 14% or higher
- Grow through economically efficient sales, not turnover at any cost
- Revenue −27% vs June, profit only −10%
- Profitability up from 11.33% to 14.02%
- July vs July: revenue +64%, net profit +151%
What customers say
Genuine reviews from Ozon (in Russian) — as they are, from screenshots, together with the store’s replies.
Revenue and profit by month.
Store data for May 2025 — July 2026: revenue and net profit after all costs and taxes.
Results in numbers.
What worked.
Discs, trimmer line and hand tools sell differently: one card template doesn’t work, and wrong positioning means zero sales.
Strong cards and SEO pulled products out of the deep search results and lifted conversion without cutting prices.
The work has gone on for over a year: cards are maintained constantly and the range keeps growing.
When turnover dropped in the summer, cost control held the profit: revenue −27%, profit only −10%, profitability up to 14%.
LET’S
MAKE SOME
HYPE.
Got a challenge?
Tell us about it.
IDEAS
GOOD
BUSINESS
