2021 PRESIDENTS SPECIAL INTERVIEWS
By Leda Cavalcanti and Dilnara Titara
The abrupt halt in activities caused by the pandemic in 2020 put obstacles that seemed insurmountable ahead of all sectors, precisely in a year that had started reasonably well, with an 8% increase in sales of home appliances and electronics by the beginning of March. With the stores closed and a climate of near inertia, the segment went to the fight with agility and creativity.
Retail accelerated e-commerce, expanded the product mix and created support actions for those unfamiliar with the platform. The industry used its director channel to communicate with the consumer. If he could not reach them, both moved towards him, facing the well-known challenges of the Brazilian logistics network. There were losses, it is true, but the actions contributed to making the scenario less impactful.
Now, strategic planning is urgently needed to recover the economy. Measures such as emergency aid helped to ease the situation last year, injected resources into the economy, but there are no conditions to make them permanent. Palliative actions are useful at any given time but, advances necessarily involve mass vaccination of the population. It is she who will dictate the pace of the resumption.
Brazil needs a consistent agenda, with the inclusion of long-awaited reforms, such as the tax since the current system hinders growth and productivity. There are countless problems to be solved and many uncertainties. The country needs to be faster and offer greater stability so that 2021 does not become another year of multiple challenges.
ACER
Acer has ended 2020 with the largest revenue of the past six years at a global level, says the general director in Brazil. “For 2021 and beyond, our main goal is to keep this evolution level. We believe we will overcome 2020 numbers and, for this, we are bringing the biggest innovations of the IT sector for all kinds of audiences in the Country. We will have releases in all areas we work with in Brazil.”
For the upcoming months the forecasts are favorable, but we must face the serious fiscal crisis. “It’s been in development since the previous government and has stepped up by the increase in expenditure to fight the pandemic. It is essential to approve reforms to decrease the Brazil Costs, creating conditions in accordance with production and job generation. We remain optimistic with the market. Home office and distance learning should remain strong for notebooks. In 2020, sales were 18% bigger in comparison to 2019, reaching 4.9 million units”, Alexandre says.
“We remain optimistic with the market. Home office and distance learning should remain strong for notebooks.”
Currency devaluation also affects the company’s business and puts pressure on costs and prices. It was 29% in 2020, tells Alexandre. “Since they are electronic components from Asia, currency pressure in costs becomes the main, but not the only one, factor. There are also increases such as in international shipping. Sea transportation of a container from Asia to Brazil, which used to cost around USD 350 in July, has surpassed the historical average of USD 2.3 thousand in September and ended the year over USD 7.3 thousand.”
AMVOX
The year 2020 was very challenging, but extremely positive to Amvox, says the director. “We grew 67% compared to 2019. We believe that, in 2021, we will continue at this excellent pace and we project a 45% increase in revenue compared to 2020.”
In 2021, Amvox will continue to work on consolidating its sales force and increasing the customer base across Brazil. “We plan to launch more than 20 products in audio, home appliances and accessories lines, a number that is likely to increase until the end of this semester”, says Guilherme, who believes in an improvement in the economy with vaccination, since the demand has been repressed since last year.
“This year, we forecast a 45% increase in revenue over 2020.”
To strengthen the sector, a review on the taxes collection is important, says Guilherme. “This would help industries to reinvest these values in job creation and in new technologies. The exchange rate variation impacts the final cost of the product, but a positive aspect of the higher dollar value is to inhibit the entry of adventurous companies, which offer low quality products at a price below the market. Solid and organized companies tend to be firmer in the market.
ATLAS ELETRODOMÉSTICOS
The company’s expectation is to keep the 2020 demand, when there was high demand in sales points and increase in online sales, says the CEO. “Our view is that Atlas’ numbers will be maintained in this quarter. In the second one, demand may be a little lower, but we believe in growth by the end of 2021. The company will expand. This optimism is due to investments to increase our manufacturing capacity and the expected releases.”
A series of novelties are planned for the second semester. “As of January, we’ve released the Agile UP Glass through the Atlas brand and Magister through Dako, with important differences”, tells Márcio. During the pandemic Atlas has reduced working hours, has not fired employees and, since the plant did not stop, many challenges arose, such as raw-material and skilled labor sources.
“Optimism is due to investments to increase our manufacturing capacity and the expected releases.”
The reforms that government has been announcing can be important to keep the market heated up in the second half of 2021, says Márcio. In the meanwhile, retail must have a minimum stock to drive its operations. We expect that recovery takes place in this semester. Therefore, the reforms agenda must be maintained. The dollar increase also directly impacts the costs of raw-materials, inputs and components. To the industry recover, a dollar decrease to feasible thresholds is paramount.”
ALTOMEX
The expectation is that 2021 will be a better year than the previous one for companies and customers, says the manager. “For our part, I believe, yes, it will be better.”
“We are always innovating in our products, improving both design and quality.”
Innovations will be presented by Altomex this year, tells Xianxian. “We are always innovating in our products, improving both design and quality.”
The dollar is an important factor for the company. “It affects virtually everything because our products are imported. So, prices get higher,” says the manager.
BEDINSAT
2020 was a year of achievement for the company, indicates the group’s president. “Even with the impact generated by the pandemic, we had good results due to well-planned trading strategies and the expansion to new markets. The trend for 2021 is for the market to become increasingly competitive, and we are getting ready to launch new products and investments in solar energy segment.”
In 2020, the country experienced a turbulent year in the economy, and some fiscal measures were adopted to prevent a bigger fall in GDP, says Márcio. “In 2021, it is important to approve the tax reform, which has been currently discussed by the Government/Congress. In this sense, Bedinsat envisions a good growth opportunity for the sector and is optimistic with its projection of an increase in results.”
“The trend for 2021 is for the market to become increasingly competitive.”
For this year, in addition to planned launches for the Sat and Telecom lines, the company plans new investments in the area of photovoltaic energy, a segment in full expansion and for which a promising future is predicted. “Our plans are to improve our Bedinsolar web platform, increase the variety (power) of photovoltaic panels and inverters, as well as, increase the mix of fixation structures of this line,” says Márcio.
BENMAX
Certainly 2021 will be better and 2020, remembered as the year of change, says the commercial director. “A lot of things have changed. We were cruising into a digital world, and now we are flying. This year tends to demonstrate this transformation, as the initial shock of the pandemic has been assimilated, and containment measures such as vaccines and safety protocols have been incorporated into our habits. We project an increase of over 50% in revenue compared to 2020.”
The perspective is positive, but there are difficulties, affirms Vaniccio. “It is necessary to approve the reforms, reduce bureaucracy and cut expenses. The dollar influences the chain, and what is most unpleasant is the instability, because it creates uncertainty, requires caution, and results in lower numbers. We need a pro-business environment, with economic openness, lower tax burden and predictability.”
“We project an increase of over 50% in revenue compared to 2020.”
Refrigeration specialist, Benmax wants to bring innovative technologies to customers. “In 2021, we will launch a line of portable freezers with a bivolt compressor, which can be plugged into 127 V or 220 V outlets, as well as in any boat or vehicle that has a 12 V input. The product freezes food, refrigerates and freezes beverages at preset temperatures, such as -6 degrees for beer. The temperature reaches minus 26 degrees,” says Vaniccio.
BRIGGS & STRATTON
Despite the challenges, 2020 was quite positive. The company has grown approximately 50% over 2019, says the CEO. “This year, we’re forecasting a double-digit growth with our launches.”
In 2021, the company will have novelties in the agro, industrial and residential segments. “In this last one, we put great expectation with our electric line,” says Juliano.
“We will have launches in the agro, industrial and residential segments.”
The sector needs consumption, affirms Juliano. “Job and income generation should be the number 2 priority of the government after vaccination, which is the top priority. A more stable dollar also allows companies to forecast costs and better manage their businesses.”
BRITÂNIA
The company projects a growth in 2021, when it reaches 65 years, highlights the general director. “This will be possible with the launches in the categories of small appliances, in which Britânia is already consolidated with an expressive market share. In addition, the brand debuts in this year in the white and brown line segments with freezers, washers, ovens, air conditioners, microwaves, televisions, and speakers.”
With the Philco brand, it will present innovative products, in addition to strengthening the categories of small appliances, household items, audio and video products. “In these areas, we are already significant in share and we will work to grow even more in the white line and in smartphones, segments in which we entered in 2020,” says Cristiane. This year, the company wants to reach a new level and will invest more in launches and media.
“The year marks Britania’s debut in the white and brown line segments, with products such as washing machine and televisions.”
A Brazilian company, Britânia believes in the country and expects further growth, especially with the vaccination and reforms in progress. “We expect actions, that together, will move the economy further. We always try to minimize the impact to customers and consumers, as is the case with the oscillation of the dollar, which affects our market in terms of components and raw materials,” emphasizes Cristiane.
BROTHER
It will implement the CS B2021, a medium-term plan, says the vice president. “In printing, the goal is to maintain the scale of business and increase profitability. It will also be applied to hardware with models that allow for closer relationships.”
Another target is to create a solid base to gain speed and cost competitiveness with technological and operational transformation of the company. There will be launches in the ink, laser, identification and textile printers’ segments.
“We are prepared to minimize the impact as a result from the unstable exchange rate”
“The volatility of the dollar is discouraging for the importer, but we have learned to deal with it and are prepared to minimize the impacts of an unstable exchange rate,” says Rafael.
CALOI
The company sailed through the 2020 crisis and the increase in demand for bikes successfully, the president states. “Revenue has increased in a healthy way and with double digits. Our estimate for 2021 is that there is potential for growth, but that will depend on the parts and components of global chain rebalancing, as we face a lack of or delays in supply and the situation may still take several months to normalize.”
The continuous focus on innovation and on Caloi’s portfolio update is essential for the present and future of the company. “In 2020 we kept products and launched important releases. We shall remain so in 2021, with a highlight to the MTB 29 rim aluminum and carbon lineup, urban and electric bikes”, says Cyro.
This year, a highlight to the MTB 29 rim aluminum and carbon lineup, urban and electric bikes.”
The Brazilian economy demands the definition of outstanding reforms and a more robust fiscal governance that prevents worsening of public indebtedness, observes Cyro. “In our sector, strengthening is in developing mobility plans and the expansion of bike paths and bike lanes in cities. Dollar also plays a significant role in the ingredients composition of the bike industry. Caloi has approximately 50% of ingredients from abroad and 50% are local, but theses, such as steel and aluminum, among others, are directly influenced by currency fluctuations.”
COLORMAQ
The company, which built a strategy based on sustainable growth, will continue projects aimed at increasing its market share and brand awareness among Brazilians, says the CEO. “Our goal for this year is to grow 35% in revenues compared to 2020, strengthen our presence in the North and Northeast and permeate the South. We believe that 2021 will be an important year for our activities. We are optimistic.”
Resuming retail sales is an issue that depends on the recovery of jobs and income, says Luiz Afonso. In the case of the dollar, the problem lies in the products that are impacted by the exchange rate and the imported raw materials. “In recent months, some components have increased significantly, but we have organized ourselves to minimize the effects.”
“Our goal for this year is to grow 35% in revenues compared to 2020.”
Colormaq believes in the growth of the domestic market and in the expansion of sales of its product lines. “We are studying potential categories that talk to our audience for the development of the brand, always following a central line, which involves facilitating the daily life of Brazilians with the offer of quality products”, says Luiz Afonso.
DELL TECHNOLOGIES
There are positive expectations for 2021 based on the economic recovery and increase in demand for technological solutions, says the company’s Head in Brazil. “Dell Technologies positions itself today as the most prepared supplier to support companies and home users in this recovery period, in which IT becomes an essential factor for speeding up business and economy survival, as well as for social inclusion.”
One of the pillars for the economy’s sustainable growth is digital inclusion, states Diego. “The pandemic has showed the importance of the use of technology to ensure a more egalitarian society. In a scenario where transactions are increasingly virtual, it is important that the government implements measures that ensure access to technology to most Brazilians.”
“The pandemic has showed the importance of the use of technology to ensure a more egalitarian society.”
This year the company plans a series of releases aligned with current necessities. “For the corporate sector, we’ll maintain the supply of IT infrastructure solutions based on the pay-on-demand model from the Flex On Demand. We will also have novelties in servers, storage and data protection solutions, in computers and monitors, the former certified with Microsoft Teams”, says Diego.
DL / Xiaomi
He is optimistic about 2021, although it is a challenging year, says the president. “We have defined some plans and some goals that we will achieve. One of them is the expansion of the brand, an action that will help us consolidate Xiaomi brand in the country and expand the points of experience for our products. The investments will be aimed at spreading the brand at points of sale and gradually increase the product mix. In 2020, sales performance was above expectations.”
The company is betting on smartphones with ground-breaking and unprecedented features and will expand the ecosystem line, exploring the concept of IoT with products that meet market demand, says Paulo. “The proposal is to consolidate the expansion and take the Xiaomi experience to more Brazilians. We are closing important partnerships with retailers, specialty stores and operators.”
“Investments will be aimed at spreading the brand at points of sale and gradually increase the product mix.”
A recovery in the economy is noted by the company with the beginning of the vaccination, but the rise in the dollar is a sensitive point within the operation. “It totally impacts the entire process of importing the devices. It is an aspect that is also decisive for the definition of the final prices of the products”, explains Paulo.
ELECTROLUX BRASIL
The expectations for 2021 are uncertain. The pandemic is not over, but the company is optimistic this semester, says the general director. “We anticipate strong consumer demand, who spends more time at home and consumes more essential products, such as those in our category. We expect demand to exceed normal seasonal levels in our key markets, even if component capacity and availability remain restrictive factors.”
In 2021, Electrolux will maintain its product launch plan, Eduardo says. “We will invest in new solutions for after-sales, with an initiative aimed at partnerships with Brazilian startups, to expand services and reach a level of high added value, linked to sustainability and innovation. In the next two years, we expect to consolidate ourselves as a hub of innovation in services and customer experiences.”
“ In the next two years, we expect to consolidate ourselves as a hub of innovation in services and customer experiences.”
Globally, Latin America accounts for 16% of total revenue, and Brazil is the main market. “According to the financial results obtained in our fourth quarter report – in which we had increased organic sales of Electrolux’s operations in the Latin America Business Area, with growth of 25.9% in the sector – we estimate a gradual resumption for this year,” says Eduardo.
ELGIN
Elgin bets a lot on Brazil and it will remain so, the CEO states. “We are very confident that 2021 will be a much better year than the former one. We have learned a lot with the awful effects of the pandemic, and even if new waves come, vaccines are also coming to help flattening the contamination curve. In 2021, our revenue tends to be better than 2020.”
In 2021, the company has more ambitious plans. In addition to new products in its traditional lines – air-conditioning, sewing, automation, lighting, informatics, commercial refrigeration, and solar power –, it will have releases in the electronics sector, says Rafael. “The first product was the air fryer. In this quarter, we will release clothing irons, coffee makers, stoves, mixers, blenders, rice pans, tea makers, barbecue stoves, and much more.”
In 2021, our revenue tends to be better than 2020.”
Last year, the company underwent several positive transformations, tells Rafael. “We’ve reduced costs and expenses and have become more efficient. We trust in a stronger economy by at least the end of the first semester. We believe that it would help a lot if the government bolstered industry and commerce, both in taxes and infrastructure. With the dollar increasing, the trend of high prices is clearer and it shall impact the entire market.”
ELSYS
The year 2021 will be a year of market reacceleration, especially in the second half, says the CEO. “We have positive expectations regarding revenue. Connectivity and entertainment products grew a lot in sales in the pandemic, which should continue. We are also in a moment of consolidation of the security line, such as the CCTV solution, launched in 2020. We recently introduced the private label inverter in the solar power line.”
The Brazilian economy tends to show signs of recovery, says Damian. “When we talk about electronics, product lines for different social classes are included. This helps jumpstart the industry. In our case, we seek to integrate devices with virtual assistants, such as Alexa and Google Assistant, to facilitate the day-to-day of the consumer.”
“We have positive expectations regarding revenue. Connectivity and entertainment products grew a lot in sales in the pandemic.”
The products leave the factory in Manaus (AM), some with imported components. “We intend to nationalize our production and inputs and optimize the purchase with partners abroad to reduce the effect of the dollar on the final value of the devices,” he says. In 2021, Elsys will have novelties in all lines and upgrades in those already on the market. The main objective is to present integrated and complete solutions of a smart home, in an affordable and easy installation.
EPSON
The company faced the challenges of 2020 by investing in launches and expanding the technology lines, says the CEO. “We believe in good results, 2021 is an important year to introduce new solutions to the market.”
With the economy being stabilized, the tendency is that the electric-electronic sector will be positively impacted, says Fábio. “We identified a high market demand, especially in the home printer segment.”
“2021 is an important year to introduce new solutions to the market.”
In 2021, we will have launches in all lines, such as home printing, corporate, scanners and projectors. “In this last January, we presented novelties in our large format lines”, tells Fábio.
ESMALTEC
He expects, in 2021, greater revenue compared to 2020, when a state decree, in the pandemic, prevented the industries from operating for more than two months, says the managing director | CEO. “However, the expectation is for a difficult year. The end of emergency aid should drive consumption back. There is strong pressure on raw material and component costs. The pandemic continues, a scenario that indicates caution in the market of large home appliances.”
Esmaltec has worked to bring quality products, combining design and practicality for everyday life, says Marcelo. “In 2021, it will be no different. Despite the uncertainties, we continue with the launch schedule in the main product categories, such as stoves and commercial refrigeration, in addition to entering new segments that complement our portfolio.”
“We continue with the launch schedule in the main categories, in addition to entering new segments.”
The consumption of household appliances depends on the availability of income, the level of employment and access to credit with adequate interest rates. “The rapid immunization of the population should be the government’s priority to reactivate the economy and resume growth. The exchange rate directly impacts components and raw materials, both imported and domestic, since most of them are commodities with an international price in dollars”, comments Marcelo.
FANCY
Improvements in sales led to a positive balance in 2020, tells the commercial director. “It was a year of transition, but business performance was better than expected. Revenue may double in 2021.”
Investing in product development and increasing brand visibility are the goals for this year. “We have reasons to believe that our products will be unique among the new brands of digital peripherals”, says Cindy.
“Revenue may double in 2021.”
The beginning of 2021 has showed more favorable conditions, but the dollar rates have an impact, states Cindy. “For importing companies, the scenario is daunting. Since negotiations are in dollars, prices increase, and the profit margin goes down.”
FISCHER
The company ended 2020 with a positive balance, says the president. “We are betting on even greater growth in 2021. We made robust investments in the industry for the development of new products. We are planning major launches for this year.”
The current Brazilian’s economy scenario is defined by Ingo as follows: “We are experiencing a time of great challenges and caution, especially with the increase of the Selic taxes and interest rates, which affect the investments of the industry and, consequently, the warming of the economy. There is a lot of work ahead. It is necessary to put into practice reforms, tax and labor, and there is an urgent need to improve our road grid and logistics infrastructure.”
“We made robust investments in the industry for the development of new products. We are planning major launches for this year.”
Another factor that is a cause for concern is the value of the dollar. “The industry is the first to feel the effects of the increase in the dollar, mainly due to the cost of raw materials. Unfortunately, it is the final consumer who ends up being the biggest loser with the transfer of prices.”
FRAHM
The company’s planning for 2021, besides launches, aims in the seeking of a sustainable growth over the last year. “This will allow the company to preserve its revenue and maintain its market share,” asserts the commercial director.
In this first semester, the actions are focused on the expansion of its factory, aiming to meet the existing demands. “Our launches are scheduled to begin in April. We will have, besides new models of amplified speakers, the inclusion of portable speakers and headphones,” says Dirceu.
“By 2021, we will have, in addition to new models of amplified speakers, the inclusion of portable speakers and headphones.”
The Brazilian government, in Dirceu’s opinion, managed to minimize, with its economic actions, the negative impact of the pandemic on the market. Other measures need to be adopted too. “One of them is the search for exchange rate stability, because a large part of the inputs used in electronic products depends on the foreign market. So, the more stable, the better for companies to compose their costs. Today, the dollar substantially affects our business, because we do not have suppliers in Brazil for the main inputs we use”, explains the commercial director.
GA.MA ITALY
The year of 2021 will still be rather atypical, with high anxiety levels in the world population due to vaccines or more effective treatments regarding Covid-19, says the commercial and marketing director. “However, given what we have experienced in 2020 and given the fact that Brazil is one of the largest beauty products consumer, our expectations are for a year of growth.”
The company will have important releases yet in the first semester of 2021, says Marcelo. “We’ll bring lots of innovation and technology from several sectors to the final consumers. We will also have several releases for professional hairdressers and barbers.”
“Our expectations are for a year of growth in 2021.”
As pratically every industry in Brazil, the exchange rates directly impact the company business. “For a long time, we know that inputs for production, as well as the entire logistics chain, are impacted by dollar prices. GA.MA ITALY, even with a plant at Manaus’ (AM) Duty-Free Zone, where it produces dryers and hair straighteners, is not exempt from costs impacts of components acquired for production. When we talk about imported products, this impact is direct”, explains Marcelo.
GRADIENTE
The year 2021 will be of strong growth for the company, with the prospect of doubling the turnover of 2020, says the marketing and product manager. “This growth will come, mainly, with the new launch strategy, which includes an increase in the portfolio, with differentiated products, and targeted communication, which will reinforce the brand value and our presence in the market.”
In 2021, the goal is to expand Gradiente’s market share and strengthen the brand in several channels, says Carla. “We have an incredible launch plan, which, in addition to new audio products with Full LED technology, provides for expansion to different categories of the Cobre Collection Line. It is an audacious project, with sophisticated and modern products.”
“In 2021, we will expand Gradiente’s market share and strengthen the brand in several channels.”
The company notices that Brazil starts a course towards economic normality. “Certainly, we will have a semester with great challenges, but we believe in a year-end with a more active economic environment. In this scenario, we need to understand the importance of the omnichannel strategy to create unique experience for customers in different marketing and sales channels”, says Carla.
GREE BRASIL
2021 will be a restart for the international economy, and there is no reason for Brazil to detach itself from this movement, says the commercial director. “In 2020, we believe that thousands of new users have entered the HVAC sector, and our global experience demonstrates that this is a path of no return, that is, 2021 will still be a prosperous year in terms of volume. In March, we will already have the first launches.”
The company is optimistic about the economy. “In 2020, during the pandemic, the government subsidized the poorest population, which greatly helped normalize demand and reinvigorated the economy in the second half of the year. Thanks to this, the electronic/electric market was very positive. With the vaccination of the population, we are seeing the overcoming of the negative effect of the pandemic”, says Alex.
“In 2020, we believe that thousands of new users have entered the HVAC sector”
In 2020, the high dollar exchange rate put pressure on the market to raise prices, and there is a stemming of materials and supplies in China for logistical reasons, Alex says. “These two factors make financial return, especially for manufacturers, lower than in other years. We can only follow the trajectory of the dollar and maintain our strategy, which has proven effective. Our releases are a success.”
GRUPO DROID
Chairman Ronald Peach Jr. expects a better year and the resumption of the market with vaccines. “There is a climate of optimism and uncertainty at the same time. It is necessary to regain confidence, turn companies around and generate jobs. Revenue is expected to be higher than that of 2020, as companies have been pushed to their limits and will need a strong resumption. Entrepreneurs, governments and associations must act in a coordinated and objective manner. Less theories and more attitude led by healthcare professionals.”
The Brazilian economy is a disaster, says Ronald. “The hope was for strong and consistent leadership, alignment with other markets, bilateral agreements and growth. What we have had so far is rather the same, an isolated country, the political scenario reverting to old agreements between parties in order to be able to govern, no concrete measures to reduce the tax burden, which takes all the entrepreneur’s breath away. The economy cannot move without entrepreneurs.”
“The economy cannot move without entrepreneurs.”
Another point is the variation of the dollar, which reaches 5% in a week, which prevents companies from working on planning from two to five years, says Ronald. In 2021, the Grupo Droid will focus on its core business, which is the manufacturing technological furniture for retailers and major brands. “Retail is expected to expand starting in March, and we are ready. We have trusted Brazil for 32 years and will continue to invest. We are also selling online, an important experience that requires BackOffice and reinvention.”
GRUPO MARCAMIX
The pandemic has changed food habits, tells the CEO. “Health and safety concerns have led people to prepare their meals at home, thus, they have equipped their kitchens, which justified higher consumption of our products. The year of 2020 was very challenging for most companies, but we were able to improve and we expect 2021 to be much better.”
Innovating has never been so important, says Rafael. “In 2020, even with the challenging scenario, we have presented a mix of unique kitchen products, the Moda do Chef, and we began 2021 with the release of a modern and portable glass-ceramic cooktop.” For the CEO, the government should consider a tax adjustment to facilitate and undercut prices of electronic purchases, items that drive the economy. The dollar affects company businesses, since 90% of products are imported.
“We began 2021 with the release of a modern and portable glass-ceramic cooktop.”
In this year, the strategy is to increase sales on the online channel, says Rafael. “We’ll diversify the portfolio to get closer to a greater number of consumers of high gastronomy and straighten, further, the commercial relations with our suppliers, with a solid and consistent mix for the current market’s needs. We will also have releases in home appliances and portable electronics.”
GRUPO RIO BRANCO
The opportunities that opened up in 2020 leave the company optimistic, says the CEO. “With the conquest of new clients and markets, such as the gamer and the home office, we plan to increase sales in 2021 compared to last year.”
This year, the main launch of the Dazz brand is the hardware line for the gamer market, says Francisco. “Another novelty is the line of SSD gamers. In January, we launched the Maxprint line of Disney licensed adhesive blocks.”
“With the conquest of new customers and markets, we plan to increase sales in 2021.”
The exchange rate affects several fronts of the economy and is a problem for businesses when the fluctuation is very large, as it was in 2020 and in the beginning of 2021. “This impacts how price is set and affects the consumer’s pocket,” says Francisco.
GROUPE SEB
Consumer priorities have changed, and this has positively impacted the cookware and small appliances category, says the CEO. “In addition, understanding the new forms of consumption and the increase in purchases on online channels, we are working to obtain continuous growth with investment in infrastructure, innovation and communication, to adapt even more to the new moment.”
The group plans a series of launches in 2021, including cookware, food preparation and kitchen electric. It will also renew the entire Super Chef line and launch the Raspa Tudo accessory, says Juan Guillermo. “All of this is coupled with a robust communication plan, including our ambassador from Arno, chef Claude Troisgros, and the ambassador from Rochedo, chef Raul Lemos.”
“We are confident in the external context and in our strategy, which will positively affect the group’s revenue.”
The dollar is critical variable in the business of all industries, as some raw materials are imported and can affect production costs. Groupe SEB expects significant market growth in 2021. “We are confident in the external context and in our strategy, which will positively affect the group’s sales. We believe in Brazil’s development potential”, says Juan Guillermo.
GUELCOS
The company is very optimistic in 2021, says the co-founder. “Our focus is to increase the revenue by 30% with new customers and to reduce operational costs by streamlining and digitizing electronics purchase process by retailers.”
He has outlined three work fronts in planning. “In capillarity and information in Asia, where we are opening over 10 positions in China and India; in digital services, with retail data management; and expansion of the Customer Success area focused on market intelligence.”
“Our focus is to increase the revenue by 30%.”
We must learn from the past to organize the future, says Marcos about the economy and the real devaluation against international currencies. “Debureaucratizing technical standards, especially for Inmetro, would help to increase the electronics sector, as well as the reforms promised by the government.”
HARMAN DO BRASIL
We continue to hold very positive expectations for 2021, says the South America president and SVP. “This quarter confirms growth above 50% over the same period in 2020. If we consider on an annual basis, this growth will be much higher, following the trend of previous years, thanks to the accelerated digitalization. The limiting issues will be the supply of global electronic components and the recovery of the international logistics network.”
With the brands AKG, Harman Kardon, JBL, Lexicon, Mark Levinson and Revel, the company will launch in all audio categories, says Rodrigo. “There will be speakers, home audio systems, soundbars and updates to consolidate the True Wireless (TWS) headset lines.” Last January, it showed products at CES that will come to Brazil.
“This quarter confirms growth above 50% over the same period in 2020.”
This year should be a recovery in consumption and the level of economic activity, says Rodrigo. “The structural reforms on the agenda may signal to the economy and society that the institutions were strengthened after a period of great challenges and uncertainties, which will bring more tranquility to the market. For that, of course, we must overcome the high dollar, which impacts imported products and those manufactured locally, due to the components and dollarization of the main raw materials.”
i2GO
The company’s expectations in 2021 are to increase revenue in 40% in comparison to last year, tells the director. “During the social isolation period, there was an 85% increase in the online demand for electronics, according to GfK, a proof that the habits have changed, and new needs have arisen. Our plan is to supply this demand with new products and to further expand in channels, until then relativized.”
This year the company intends to renovate 20% of its portfolio, says Marcelo. “We will offer 20 W powers, which charge 50% of devices’ batteries in 25 minutes, Home line products to be accessed through the i2GO Home app and also audio, all with excellent performance.”
“This year, the expectations are to increase revenue in 40% in comparison to 2020.”
The high dollar directly impacts product prices to the consumer. “i2GO has made great effort to not pass the increase on, but in some cases that was impossible. With higher prices, demand decreases. Therefore, we are working to bring new features to our products, justifying the consumers investments”, explains Marcelo.
KINGSTON
The outlook is good in 2021, says the executive director. “The Brazilian market has growth potential and there is still a lot to be explored in SSD and memories, sectors that Kingston leads and continues to work on.”
This year, it will continue to manufacture products that increase efficiency for end users and corporate users, says Paulo. Among the new features are the Workflow Station media reader dock, Workflow Reader and 4th generation PCIe SSD Ghost Tree.”
“The Brazilian market has growth potential and there is still a lot to be explored.”
All products are imported and impacted by the fluctuation of the dollar. “What we do to mitigate the impacts on the business is, whenever possible, to support our importers and distributors”, says Paulo.
LAVORWASH BRASIL
It achieved an excellent result in 2020, says the vice president of the company, which celebrates 25 years in the country. “We increased the market share in our main category by 5% and we hope to maintain this number in 2021, but with greater margins.”
This year, it invests in online channels, mainly in Lavorshop. “We will also launch the line of high-pressure washers with a unique technology in the country, in addition to a stainless-steel water and dust vacuum cleaner”, says Massimo.
“We will also launch the line of high-pressure washers with a unique technology in the country”
Doing business in Brazil requires competence. “The economy flows with ups and downs, but, following the market, it is possible to reap opportunities. In the electrical sector, taxes affect the price of products, as do fluctuations in the dollar,” says the vice president.
LENOVO
The company sees more opportunity for long-term growth, says the country manager. “The pandemic continues to impact supply and demand, with customers looking for devices for the new hybrid models of work, study and entertainment. We see these opportunities on devices and cloud/infrastructure as sustainable trends in the long term, well beyond analysts’ forecasts. We hope that with the approval of vaccines and the control of the pandemic, the country will be able to focus efforts on generating jobs and resuming economic activities, with policies that stimulate the sector.”
At the 2021 CES, Lenovo announced news, which will reach the Brazilian market in the middle of this year, says Ricardo. “This is the case with the Legion Slim 7i, a gamer notebook with artificial intelligence and several features for optimized performance and better battery life. For the corporate market, it presented notebooks with efficient tools for the hybrid work system, including options ready for 5G and advanced security solutions.”
“At the 2021 CES, Lenovo announced news, which will reach the Brazilian market in the middle of this year.”
Due to the exchange rate fluctuation observed since the beginning of the pandemic, there was an adjustment in the price of computers, explains Ricardo. “It was partially passed on to the final consumer, since 95% of the components used in the manufacture of computers are imported.”
LENOXX
Despite macroeconomics indicators pointing to a scenario stabilization trend, there are still many uncertainties for 2021, comments the commercial director. “But the increase in demand by online channels has encouraged us to seek a 30% growth over 2020 and, for this, we are heavily investing in purchases, marketing stunts and releases.”
Viewing the current scenario, with some differences over 2020, the company believes that the Brazilian economy may grow by around 3% this year, says Carlos Eduardo. “For our industry, the government could offer tax incentives for a certain period, to bolster the market and foster sales. The dollar increase affects the operational costs of companies, reduces profit margins, and impacts the final price of products. Dollar accounts for more than 80% of our direct costs.”
“The increase in demand by online channels has encouraged us to seek 30% growth over 2020.”
This year, Lenoxx launches with quality and value. “We highlight the strengthening of the Red Line, which already counts on a huge variety of modern and practical products of several categories. In personal care, the My Rose line will have two novelties. It incorporates the exquisite metalized rosé color in products with affordable prices, democratizing the purchase and stimulating re-purchase of the entire collection”, says Carlos Eduardo.
LG
Vice President of Sales
The company wants to make the house an increasingly comfortable, connected and safe environment, says the vice president of sales. “With this premise, we forecast growth in global revenue sparing 2020/2021 and bet mainly on retail holiday dates, which historically bring good sales performances.”
In 2021, LG will have launches in almost all business areas, including trends presented at CES, such as the QNED Mini LED and OLED Evo TVs. “We will also launch air purification and cooling products, and home appliances capable of connecting to the Internet. New laptop lines and monitors are also planned”, says Roberto.
“We will have launches, including trends presented at CES, such as the QNED Mini LED and OLED Evo TVs.”
Recent ‘Boletim Focus’ projections point to GDP growth of 3.5% in 2021, but this result will depend on agendas that are under discussion, as well as structural reforms, says Roberto. “Another factor that will directly influence the economy’s performance is vaccination. The sooner the country has its population vaccinated, the better it will be for the economic recovery. As for the home appliance sector, it is essential that it has tax incentives to be able to maintain the high level of productivity without charging additional costs to products.”
LOGITECH
Expectations for 2021 are high, the country manager says. “Last year we had an excellent growth, our solutions and innovations have displayed a relevance never seen before, especially for home office and the gaming universe. The goal is to surpass the 2020 revenue. The global result of last quarter, that has reached expansion by more than 80% in sales, made the headquarters to readjust growth forecasts between 57% and 60% around the world.”
The Brazilian economy has always had highs and lows, says Jairo. “We are experiencing a pandemic, and because we live in a globalized world, what takes place in some countries has impact on others. The industry in which we operate, of accessories and peripherals, has never been so active. Thus, the market continues to grow and even with the dollar having a direct impact on prices, we try to mitigate this factor as much as possible.”
“The industry in which we operate, of accessories and peripherals, has never been so active.”
In the beginning of this year, the company announced the Legendary Laps, an event where players test their skills as drivers and compete for prizes and promoted the Logitech Gaming Festival with influencers and professional players. It will also have releases and is heavily investing in wireless and ergonomics solutions, which are big trends. “In B2B we work with solutions for remote medicine and remote learning”, explains Jairo.
LORENZETTI
Lorenzetti is optimistic about 2021, the CEO states. This is due to the perspective of maintaining growth and double digit increase over the 2020 revenue, which was of BRL 1.82 billion. “This year, investments will focus on the broadening of our product portfolio, research, development, and marketing.”
To Eduardo, the economy is recovering and tends to get better with the vaccination of the economically active population. Initiatives such as the Emergency Aid and the release of FGTS (social security fund) resources have contributed to boost sales, including electronics. “This has helped the market, since people spend more time at home and make improvements, both in comfort, such as an electric shower, computers and smartphones required for their home office routine.”
“We expect a double digit increase over the 2020 revenue, which was of BRL 1.82 billion.”
The rise of the dollar, conversely, is complex. “It has an impact on ingredients and raw material of nearly all the productive chain. On the other hand, Lorenzetti exports to over 45 countries, which keep their interest by our products and solutions”, explains Eduardo.
MONDIAL ELETRODOMÉSTICOS
Since buying the Sony factory in Manaus (State of Amazonas) in late 2020, the company has accelerated strategic planning, says the co-founder. “What was planned for four years, we are doing in six months. We work to increase sales at the same speed as our investments. We will launch 43 products this semester and enter new markets.”
In the kitchen category, there will be 18 launches of laptops, in addition to 15 personal care products: four for the home, four in the electronics category and two in tools. “In addition to the investments planned for 2021, the company will enter three new categories and will produce, from the second half of the year, microwaves, air conditioners and televisions”, highlights Giovanni.
We will launch 43 products this semester and in the second half of the year, microwaves, air conditioners and televisions”
The dollar rate affects the entire chain of raw materials and services, such as copper, polypropylene, packaging, fuel and freight. In imported products, the dollar directly impacts the entire cost, says Giovanni. Therefore, we went from a taxation of around BRL 3,80 in July 2019, reaching today a tax of BRL 5,40. This represents a direct impact of 42%. As our focus is always on finding solutions, we will work on correcting prices and start a huge process of nationalizing products.”
MOTOROLA
In February, Lenovo has announced its profits with the FYQ3 smartphone. They show Motorola’s growth and profitability, a company acquired by the group, says the president. “FYQ3 has marked the highest quarter of profitability since the acquisition of Motorola. Globally, the company has registered a two-digit revenue growth, year after year, and has recovered from the impacts of Covid-19 by resuming a notable profitability.”
The forecast is positive for 2021. Mainly due to e-commerce expansion and the increase of consumers who started purchasing in online stores, as a result of the pandemic. “People shall continue working from home or in a hybrid system. That means they will need better smartphones, and Motorola is ready to offer good options for all consumer profiles”, says José.
“Motorola carries the DNA of innovation.”
Looking at the future, the company will continue its 5G technology implementation in Brazil and around the world, betting on its premium portfolio and defending its position in the intermediate segment, with highlights to the moto g family. “Motorola carries the DNA of innovation. It brought to Brazil its first 5G-compatible smartphone. It has also released the first foldable screen flip smartphone in the world, the motorola raz. We will remain researching to understand the new needs of the consumers. We will have incredible news for 2021!”
MUELLER
The company expects a revenue increase in 2021, says the president. “But that will depend on the behavior of the following months, mainly with regards to inflation of costs with raw-materials and its impact on marketed volumes with distributors. All that was carried out in 2020 do not guarantee that the results and volumes will be repeated. We need a good dosing of understanding of the new scenario, speed in decision-making and commitment.”
For 2021, the investment plans are quite strong and forecast releases throughout all businesses, says Márcio. “There is many news, and they should, more and more, place our brands into evidence to modern consumers. This is part of the way which our group sees the market.”
“For 2021, the investment plans are quite strong and forecast releases throughout all businesses.”
In the economics area, there is a lot to be done, tells Márcio. “If the government manages to carry out the administrative and tax reforms, it would be of great help. The relaxation of labor laws, as in the beginning of the pandemic, and the injection of money were important for reverting the 2020 scenario. Another challenge is to make credit at competitive rates available to consumers. Dollar also affects us, as we buy several raw-materials and finished products from abroad. We use a number of exchange protection tools, but the dollar in its current state makes products more expensive.”
MULTILASER
The company is very excited with the growth possibilities this year, states the CEO. “We forecast an increase of up to 25% in our retail business over last year. In 2021, we will invest more in marketing/branding, in big releases and new product categories. The first novelty, Rapoo, the new brand integrating the IT and peripherals portfolio, arrives in markets this quarter.”
The Brazilian economic scenario is seen with concern and hope. “On the one hand, the Chamber of Representatives elections showed a larger alignment between the Executive and Judiciary powers, and there is evidence that the administrative reform may take place. On the other hand, public indebtedness is close to 100% of the GDP, something new in the Country. Without a thorough control, we are at risk of falling into a spiral of inflation and unprecedented economic recession”, says Alexandre.
“We forecast an increase of up to 25% in our retail business over last year.”
In the electronics sector, the government needs to act tougher against smuggling and product deviations into the gray market of neighboring countries, observes Alexandre. The dollar, in turn, affects our business. In the supply chain, most costs are dollar-based, with parts and components from Asia. We must have in mind the exchange rate between the dollar and the Chinese currency, since with the currency printing and expansion in the US, the tendency is that the dollar is weakened and real loses its value further against the yuan.”
MULTIVISÃO
2021 is still uncertain, even more than 2020, says the president. “The lack and constant increases in raw material prices are major concerns. We grew 40% in 2020 and the outlook for 2021 is for an expansion of 25%.”
Multivisão imports and exports. Thus, on the dollar, it loses on the one hand, but on the other it gains competitiveness. “Products and the value of international freight have increased. I believe there will be a lack of products on the market this semester”, says Rafael.
“We grew 40% in 2020 and the outlook for 2021 is for an expansion of 25%.”
This year, it invests in the purchase of machines, tools and technologies and launches a new catalog, says Rafael. “From injected plastic parts to automated steel benders. For 35 years, we have been committed to innovation.”
NEWELL BRANDS
In 2020, the pandemic created atypical situations, says the CEO. “We are faced with physical stores temporarily closed and a consumer opened to online shopping due to the high demand for some categories. We focused on working in safety, prioritizing the health of our employees, and strengthening partnerships with suppliers and customers. We invested in new categories and product launches. We closed the year with growth in both brands, Oster® and Cadence.”
Demand for small appliances will continue in 2021, says Alexandre. “We are optimistic. We believe that we can continue adapting to external challenges while growing. This year needs to be marked by actions from the Brazilian government, starting with support programs for small and medium-sized retailers, which are important for our segment. Actions that value the retail space are key to retain credibility in relation to the future of the market and the increase in consumer confidence.”
“Actions that value the retail space are key to retain credibility in relation to the future of the market and the increase in consumer confidence.”
In 2021, Newell Brands plans several launches with its Oster® and Cadence brands. “We are going to focus on the big categories like blenders, fans and stand mixers. It will be a year of a lot of renovation and new features for the market”, guarantees Alexandre.
PANASONIC
Very fast transformations took place in 2020, says the vice president of appliances “Definitive changes have come to society, especially in behavioral issues. It was a challenging year, but it brought opportunities. The search for home appliances has skyrocketed. We have had positive results locally. Our e-commerce has doubled in size. We maintained our growth strategy in different segments, which is very positive considering the instability of the market.”
In Brazil for 53 years, the company believes that there are still many opportunities in the national market. For this reason, it maintains its investments and expansion strategy with a focus on innovations. “In 2021, we expect launches in several categories, such as refrigerators, personal care – this is a first for the brand in the country -, televisions, washing machines, and microwaves,” says Sergei.
“The market can expect a new launch in the microwave segment, that will revolutionize the market.”
“The market can expect a new launch in the microwave segment, that will revolutionize the use of the product,” predicts Sergei. The consumer is more demanding. So, the demand for devices with better performance and efficiency has been a trend and we are well qualified in this area. Brazil can look forward to products created to contribute to sustainable development, a fundamental pillar that permeates our entire global strategy.”
POSITIVO TECNOLOGIA
The company has been preparing for a faster growth since before the pandemic, says the president. “We trusted that we could leverage this market opportunity and accelerate our transformation as a company. The demand for our customary products – computers, cell phones and tablets – is very active, as well as by our strategic branches: Positivo Casa Inteligente, Positivo as a Service, Servers and Storage, in addition to smart payment terminals. In 2021, we will start to deliver electronic voting machines to the Electoral High Court.”
This year may mark the beginning of the economic recovery. “There are growth projections and expansion forecasts for the industry sector. The purchase volume by internet tends to remain high. In the case of electronics, measures such as the dependency decrease on Asian components manufacturers, lower exchange rate oscillations, new round of the emergency aid, and the approval of reforms signaled by the government, may boost the sector”, says Hélio.
“In 2021, we will start to deliver electronic voting machines to the Electoral High Court.”
Positivo Tecnologia has a very important role in democratizing computers in the Brazilian market, states Hélio. “Our brand is very recognized, and we will remain working to improve even more the perception of quality in our products. Over the following months, we will bring news in different product categories, aligned with the needs of our customers.”
PROGÁS INDÚSTRIA METALÚRGICA BRAESI EQUIPAMENTOS PARA GASTRONOMIA
2020 was challenging and with uncertainties, but it had a positive ending for some companies, says the CEO. “Our expectation is to grow in 2021, aiming at a higher revenue than in 2020, with an increase in production and sales.”
In the last months of 2020, there were losses due to the lack of raw materials and inputs, in addition to abusive prices, says Cristiano. “A quick action by the government and associations could control the situation and make the economy more stable.”
“We are aiming at a higher revenue than 2020.”
In addition to the goal of growing in production and revenue, we will maintain health care focused, says the director. “Consequently, we will be able to meet all demands and make the investments that were projected for 2020.”
RAGTECH
2021 will be better than the last two years, including in sales, says the national sales manager. “This certainty is based on the product line for the low power system market.”
Government policies are in the right direction, comments Walter. “We trust that the results will come. A company like ours needs only economic stability.”
A company like ours needs only economic stability.
This year, it has already made three launches. “Many more will come,” says Walter. In 2020, it launched 18 products, including stabilizers, UPS, one of them for use with pulmonary respirators, and digital dimmer.
RED MOBILE
Planning for this year is bold, it aims at a strong growth as in 2020, says the president. “Our goal is to position the brand as a sector reference, with the release of products with innovative design or features.”
According to In Felipe, the second half of 2020 was marked by the large amount of money released by the federal government to prevent a sharp fall in the economy due to the pandemic. “Industry and retail have greatly benefited from these measures, but we cannot believe that a fundamental action to prevent an economic collapse of families in a situation of social vulnerability can be lost as the economic engine. What would help would be the stabilization of the currency so that new investments could have a minimum of predictability. “
“Our goal is to position the brand as one of the industry’s benchmarks.”
Since 2018, the devaluation of the dollar has very strongly affected product prices says Felipe. “In a way, the market tends to regulate itself, but exchange rate volatility in the very short term makes it very difficult to form prices, since in 15 days, there may be a 10% variation in the currency, and that means being Competitive or not. Costs are also being pressured by the sharp increase in international freight prices. “
SEMP TCL
Expectations are high for this year, says the CEO. “The closer look that the consumer took to his home in the pandemic must remain, as one saw how important it is to invest in more comfort, and the amenities that the latest technology offers. Small indulgences are strong trends for 2021. In addition, you can add Brazilian’s passion for technology. We expect to grow in 2021.”
This year, TCL invests heavily in the new lines of televisions, soundbars and air conditioners. First it was the launch of the Elite Series A1 split air conditioners, which consume less energy and ensure total hygiene. In TVs, it expects to release the novelties presented at CES 2021 and make it available in the country, with technologies such as Mini LED and Google TV. “We plan to bring the home appliances line to Brazil in the second half of 2021. The first items will be a washer and refrigerator”, anticipates Carlos.
“We plan to bring the home appliances line to Brazil in the second half of 2021”
With the planned economic reforms, a better macroeconomic scenario and greater stability are possible. “For the electronics sector, as well as in any activity, the confidence of having a stable environment is the basis for planning and investing in the long term”, says Carlos. With the impact of the high dollar value in production, SEMP TCL seeks to improve processes and gain efficiency to remain competitive in this scenario.
SKY
In 2021, it wants to continue to be a convenience center for all of Brazil, taking information and entertainment, says the CEO. “SKY works with a consumer centric mindset, which amplifies the search for delivering the best customer experience. By 2021, the outlook is better than those of 2020. We will bet on the new partnerships; we believe in this format and we will have solutions aligned to the needs of the public.”
Brazil is going through a challenging time, says Raphael. “The value of the dollar affects the business, but we believe in the resilience and ability of Brazilians to reinvent and build opportunities. The focus, now, is to accelerate vaccination to ensure safety to the population and enable the resumption of economic growth, giving confidence to entrepreneurs and investors.”
“By 2021, the outlook is better than those of 2020.”
Last January, SKY announced a partnership with Viasat to expand the reach of satellite internet. “New partnerships can be extremely advantageous to customers. We will intensify this format, involving residential security products. We also invest in content at SkyPlay and are committed to zeroing carbon emissions by 2030. We will build a solar power plant to consume only clean energy in our transmission centers,” tells Raphael.
STANLEY BLACK&DECKER
The company believes in a good first half in 2021, says the marketing director. ” The social isolation will probably remain for a while and the change in the consumer’s habit favors our industry. We expect major growth compared to 2020.”
This year, we will have novelties in several lines, with more than 150 products. “In 2020, despite the pandemic, we kept on schedule with the expansion of the battery tool line and new categories of electrical portables,” says Fábio.
“We expect an important growth this year.”
The e-commerce has been boosting the sales of electric portables and tools, says Fábio. “We have adjusted our commercial policy to the new reality and expanded the distribution, regaining the trust of our customers.”
SUGGAR ELETRODOMÉSTICOS
The company expects this year to be better than 2020 in results, as the demand for electronics remains very alive, says Leandro Xavier Costa. “The fact that the consumer spends more time at home contributes to the increase in the search for items that bring practicality and comfort for daily activities. We expect a much larger revenue in comparison with last year.”
With the election of the House and Senate presidents aligned with the government, the CEO sees a more favorable panorama for the approval of reforms, such as the much-needed tax and administrative ones, and the agenda which could drive the economy. “The extension of emergency benefits by at least three months, until a large portion of the population is vaccinated would be very important for the electronics sector”, Leandro states.
“We expect a much larger revenue in 2021 in comparison with last year.”
The dollar increase has impacted a great deal on the cost of every product, and price readjustments were inevitable, tells the CEO. “We hope that throughout 2021 it stabilizes to a lower threshold, as well as sea shipping fees, which had absurd readjustments. Suggar is investing in the increase of productive capacity of nearly all our products, aiming at a larger market share and trusting in the Country’s potential. Still in this semester we will be releasing induction stoves and oil-free fryers.”
SUMMERLAND
As many others, the company aims for a year of growth, says the director. “We are working with a complete accessories and electronics line, that have gained traction with home office and homeschooling, such as, for instance, tablet and notebook supports, phones and cables. We also have a plotter line to produce screen protection films for mobile devices, which is a big distinctiveness of ours. With all of that, we expect for this year, a higher revenue than in 2020.”
Constant releases are part of the company’s planning. “We are always looking for the latest and most modern in the accessories and electronics market. Last January we released another plotter model, now with Bluetooth system, new hydrogel film options and sizes, and the customized skin line, now with more than 70 models”, tells Hicham.
“We are working with a complete accessories and electronics line that have gained traction with home office and homeschooling.”
In the economy, the director considers that Brazil is going through a difficult moment and, in face of the high unemployment rate, he defends tax reductions and streamlining of financing services. “At Summerland, we work exclusively with imports and, since negotiations are in dollars, prices have sharply increased, which, inevitably, affects product costs.”
TENDA TECNOLOGIA
In 2021, it has a much more aggressive revenue target than previous years, the CEO says. “Our expectation is to at least double last year’s result. We want to expand our area of operation, intensify the distribution of products in the country and increase market share. This will be a rebuilding year, and we are ready to provide the best technology for internet connectivity.”
The Brazilian consumer is enthusiastic about new technologies, eager to consume them, but his will is hindered by the high tax burden, says Cary. “Taxes are the biggest impediment to growth. Many companies move their facilities to locations where there are incentives, trying to maintain a healthy business. Nevertheless, we believe in Brazil as a country with great potential for growth and strategic for our business and global result.”
“Our expectation is to at least double last year’s result.”
Last year, the company prepared to enter several niches in its segment. “In 2021, we will bring several launches to meet the demand of the entire chain, from end users to corporate and WISPs. We will introduce in the portfolio IP cameras and routers with new technologies, with emphasis on Wi-Fi 6. We are also preparing the launch of our corporate solutions line, IP-Com,” explains Cary.
THERMOMATIC
The year 2020 was atypical and determined changes in the lives of people and companies. For Thermomatic, it was no different, says the commercial director. “However, we maintained the company’s financial health. For 2021, we forecast a growth of 24% over 2020. Our perception is that people are more concerned with health and are aware of how important the air quality and the control over the offer offered by our equipment.”
Despite the retraction caused by the pandemic, Thermomatic has good projections for 2021. Aware of market movements, it seeks to supply all its needs. “We are importing a new Desidrat Plus 70 and making Data Logger available, a new electronic device that measures temperature and humidity in the environment. The idea is to launch two more products by the end of this year,” says Sven.
“For 2021, we forecast growth of 24% over 2020.”
A controlled interest policy would benefit the consumer sectors, but it is important to recover people’s purchasing power, says Sven, whose company works with a range of imports. “The more the dollar goes up, the more the product becomes more expensive. A practical example is the import of products from China, which saw a 25% increase in costs. Despite this, we are not passing on the 25%. The value of our products will undergo readjustment now in March to adapt to the reality of the market, but the end consumer will not suffer as much impact. “
TP-LINK BRASIL
The IT market in 2020 displayed a growth due to families’ needs of structuring their homes for working and learning in distance, says Marcello Liviero. “However, income issues caused by the pandemic shall affect our market in 2021, since decreased consumption is one of the few certainties we have. Therefore, this year, we are focused on working products for all price ranges.”
To further drive the sector, the director asks for a few changes. “Tax reduction, benefits and transparency are largely welcomed in the IT market. The creation of a single tax at the end of the consumption chain would reduce the tax burden and streamline commercial and fiscal operations. Dollar also affects us directly, as all our products are imports. To compensate for the increase, we have created programs and campaigns to make our products more attractive to partners.”
“Our goal always is to overcome the revenue from past years. I believe that 2021 will not be different.”
This year, the company will remain investing in its Wi-Fi 6 line, also bringing this technology to corporate Wi-Fi and the Deco residential line. For this residential line it will also bring the AX73 router. “Our goal always is to overcome the revenue from past years. I believe that 2021 will not be different”, the TP-Link Brasil national sales director highlights.
TRAMONTINA
The company, which turns 110 years old in 2021, continues to write its history focused on people over products, says the Administrative Council director. “On results, the goal is to reach BRL 9.4 billion, 20% higher than in 2020, and further reach the young market, working with plurality, diversity and sustainability.”
In 2020 performance was favorable, but market downturn due to the pandemic do not allow us from resuming the consumption levels in all lines. “The market is going through a large transformation. We need to pay attention to the digitalization of economy and understand that consumers want practicity, swiftness and quality in everything they purchase. Our work is to seek costs reductions to become more competitive”, says Clovis.
“On results, the goal is to reach BRL 9.4 billion, 20% higher than in 2020.”
Present in over 120 countries and with 15 units abroad, Tramontina is optimistic about 2021, although the dollar price does affect business, states Clovis. “Anyway, the general assessment can be quite relative, since it could affect the internal market while being favorable to the external one. There is a balance in operations for the business.” This year, in addition to releases, in this quarter already the company will join new segments. An investment plan in innovation, technology and automation is in force.
Source: Eletrolar News Magazine #141
