ES 2024 Coverage / Buyers – Looking for technology, price and quality
Buyers are aware of the novelties and foresee growth this year.
Purchasing executives from all Brazilian states visited the 17th Eletrolar Show to learn about the new products that will be launched this semester, when sales volume increases, mainly due to important dates such as Black Friday and Christmas.
Sales expectations are positive. Some buyers are expecting growth of over 20% compared to the same period in 2023. The variety of products in all categories and the deals pleased buyers, as stated in these testimonials.
HAVAN
Maiquel Ludwig, purchasing manager for appliances and tools at Havan, a company based in Brusque (SC), looked especially for small appliances, which have greater exposure in the chain’s stores and generate positive results, so much so that they are considered a case study. In addition to these, he looked for white goods, TVs and telephone products.
Havan participates in trade fairs to strengthen its relationship with suppliers and discover new products. “For us, the Eletrolar Show is important because we find suppliers and products that we can actually place in our points of sale,” said Manuel. He projects a 25% growth in sales compared to the same period in 2023.
MARTINS ATACADISTA
The air conditioning line is one of Martins Atacadista’s bets, according to Amanda Mirelly Silva, the company’s B2B e-commerce trade marketing. “This segment is significant for our company,” said Amanda, predicting an increase in sales in the second half of the year, mainly due to seasonal events, such as Black Friday and Christmas.
Operating as a wholesale distributor and marketplace, the company, headquartered in Uberlândia (MG), offers products from various categories, serving everyone from small retailers to large industries and distributors throughout the country. “Our infrastructure is robust; we have a distribution center capable of supporting a large volume of operations.”
SOL BIKES
Electric bicycles were Sol Bikes’ target, with an eye on the wide variety of models, from 500 W to 4,000 W. “We meet the needs of different consumers, including seniors and people with disabilities, who find electric mobility a sustainable and efficient way to get around,” said João César Cerqueira, the company’s founder.
He also highlighted the importance of the partnerships and networking provided by the fair. “Connectivity and the possibility of opening new paths are essential to our success.” With a physical store in Salvador (BA), Sol Bikes has expanded its operations throughout Brazil, showing monthly growth of 30% compared to 2023 and planning to open an exclusive assembly line in China, scheduled for 2025.
SUPER VI SUPERMERCADOS
Magno Victor Costa, owner of Super VI Supermercados, from Goiás, came to the fair in search of new partnerships and innovative products to maintain the variety and quality of the items offered in his 16 stores and in his marketplace.
“This is an important competitive advantage. The diversity of products is a strong point of Super VI, especially with the arrival of summer, when air conditioning becomes a highlight in sales.” According to Magno, participating in fairs such as Eletrolar Show has been an essential strategy. “Bringing new products to our customers is very important for the chain today.”
DEPEX
The personal care category received special attention from Gerardo Valdes Briano, owner of Depex, a company that operates in the home appliances and electronics market, operating mainly in Uruguay, with physical stores and e-commerce.
“The personal care line is part of our growth plan. People are taking much more care of their appearance,” said Gerardo, highlighting the potential of these products to boost the company’s sales. Depex expects a 20% growth in sales this semester, with the expansion of its catalog.
SORRISÃO MÓVEIS
Optimistic about the growth prospects for the second half of the year, Anderson Brizon, owner of Sorrisão Móveis, located in Linhares (ES), checked out the white goods, one of the company’s sales highlights. “There is a growing demand for these items,” he said.
The estimate is that Sorrisão’s sales will increase by 25% to 30% compared to the first half of the year. According to Anderson, the company intends to expand its product mix, including more electronics, such as cell phones. “These devices have been well received by the market,” he said.
SMARTECH
Cell phone cases, screen protectors and cables were the products of greatest interest to Fernando Menezes, owner of Smartech, which has stores in the main shopping malls in the São José dos Campos region (SP). “Consumers are looking for protection and style for their mobile devices,” he explained, emphasizing the quality and durability of the products.
The company works with a premium line of high protection products that have military certification. To serve a wider range of customers, it is also exploring new markets, such as the gamer segment, with keyboards, headphones and chairs specifically for gaming.
COOKSTORE
Fernando Pascual, owner of Cookstore in Porto Alegre (RS), sought out products with new technologies at the fair. “The increasing integration of products with Wi-Fi is becoming a standard feature in many consumer items. Adapting to these innovations is crucial to maintaining competitiveness in the market,” he said.
There is a growing demand for technological products, especially those that offer some type of connectivity or automation, reflecting a change in consumer habits, said Fernando. “The fair is a chance to observe trends, see what is being launched and understand what can be adapted to our market. It helps companies plan their strategies.”
MERCADO URSO COMÉRCIO ELETRÔNICO
Mercado Urso Comércio Eletrônico has shown particular interest in cell phone accessories and peripherals for gamers, the demand for which has been growing significantly. “Accessories such as cables and chargers are well-received and facilitate a bundled sale with other products, such as cell phones,” said Pedro Bernardes, sales coordinator for the company, located in Espírito Santo.
Pedro highlighted the importance of trade fairs, such as the Eletrolar Show, for expanding business and strengthening commercial partnerships. “These events are essential for exploring new market opportunities. They bring a lot of new things and provide an important face-to-face meeting to close new deals.”
REDE TOKLAR
This year, Rede Toklar brought its entire purchasing team to the Eletrolar Show. “This is the third time we have participated in the fair and we always do good business,” said Murillo Scherer, owner of the retail chain of furniture and home appliances for white and brown goods, which has a significant presence in the southern states.
Participating in the fair is part of the company’s strategy. According to Murillo Scherer, the Eletrolar Show provides a professional and welcoming environment. “It facilitates advantageous negotiations and strengthens relationships with suppliers, which is essential for the growth of the chain,” he highlighted. He expects a 20% increase in revenue by the end of the year.
CERTEL
With 38 stores in Rio Grande do Sul, Certel targeted white goods and air conditioning units, which are expected to be the highlights for the second half of the year, especially those with technologies that promote energy savings. “We know that this is a growing demand from consumers concerned about sustainability,” said Lediane Oliveira, senior purchasing assistant.
She emphasized the importance of the sector’s fairs for the company. “The Eletrolar Show is important to us, not only because of the products, but mainly because of the relationship it provides. It is a chance to better understand market trends and adjust our strategy,” she explained.
CACHOEIRO ELETRO
With a strong presence in the regional home appliance and electronics market, Cachoeiro Eletro, from Espírito Santo, focused on fans and air conditioning units. “Summer is a strategic period for Cachoeiro Eletro, as the demand for these products increases significantly,” said Jorge Luiz Chamon, owner of the company.
The expectation for this semester is positive, especially due to events such as Black Friday and Christmas. To face the competition, which has intensified, the company invests in innovation and quality. “We are seeing an ever-increasing variety of products and technologies, which challenges us to constantly innovate and offer the best to our customers,” said Jorge.
JCCS
JCCS, a company based in Itaperuna (RJ), near Minas Gerais and Espírito Santo, has the iPhone as its flagship product, and sells a range of accessories, from headphones to portable chargers. According to Joemir Cabral Silva, the company’s owner, expectations for the second half of the year are high.
“Our focus is on launching new products and finding suppliers that allow direct imports. We participated in the Eletrolar Show to look for some options,” explained Joemir, highlighting the importance of finding partners that can provide better positioning and greater credibility for the company’s own brand.
NAGEM
With 38 physical stores, mainly in the Northeast, and an online channel, Nagem, headquartered in Recife (PE), stands out in the sale of electronics and white goods. George Bione, product coordinator and purchasing manager for the company, highlighted the importance of the Eletrolar Show, which offers networking opportunities and the opportunity to learn about new trends and suppliers.
“The event is essential not only for closing new deals but also for strengthening existing partnerships,” he said. Nagem is betting on strengthening its business relationships through face-to-face meetings. “Negotiations have to be face-to-face; they have to be conversational,” said George, who expects sales to grow by 18% to 20% in the coming months.
PRIMER COMÉRCIO DE SUPRIMENTOS
Thiago Cabral, owner of Primer Comércio de Suprimentos, from Belo Horizonte (MG), came to the fair to identify new opportunities and stay up to date with trends in the camping products market. “We are also looking for new partnerships to expand the line of products offered,” he said.
For Thiago, online platforms are important for business growth, especially after the pandemic. “People have gotten used to using this type of online market,” he explained. According to him, the convenience and more affordable prices are great attractions for consumers, and the efficiency of the delivery service has also improved.
RED CELULARES
Operating in the IT and telecommunications sector, Red Celulares was at the Eletrolar Show seeking to diversify and update its product portfolio. “We are always looking for new products to keep our customers satisfied and offer high-quality products,” said Henia Macedo Pereira, owner of the company, located in Goiás.
The company has seen significant growth in demand for smartwatches, which represents a new investment avenue. It is also importing Chinese cell phones, seeking to have them approved for the Brazilian market. “These devices have advanced technology and are competitive compared to traditional brands,” noted Henia.
BM COMÉRCIO E DISTRIBUIÇÃO
Willing to invest in the gamer line to meet a growing demand, BM Comércio e Distribuição, located in Goiânia (GO), came to the fair in search of new products. “The gamer line has had a huge impact and demand. The strategy of diversification and responding quickly to market trends is essential to keep the company competitive and relevant”, said Bruno Gonzaga Faria, managing partner.
The company stands out in the computer segment, especially in the supply of accessories and hardware in general. Expectations for the second half of the year are optimistic. Bruno believes that the new gamer line can increase sales by up to 20%. He also highlighted the importance of working with reliable partners to ensure the quality of the products offered.
COFEL
With four stores in Bahia, Cofel focused on the ventilation line – fans and air conditioning – at the fair. “We like to buy during the winter, precisely to get better prices and guarantee stock for the end of the year,” said Fabio Matos Leal, the company’s managing partner.
Fabio also sought to anticipate purchases of brown line products, such as televisions and sound systems. According to him, fairs like the Eletrolar Show are essential for establishing and strengthening relationships with suppliers and other buyers, allowing for more advantageous negotiations and access to new products and innovations in the sector. “The most important part of the fair is the relationship part.”
GEEKS
With a focus on the mobile sector, Geeks works with several brands and partners. “We want to offer innovative products. Attending industry events, such as the Eletrolar Show, is essential to maintaining competitiveness and identifying new business opportunities,” said Gabriela Kumm, managing partner of the company, which is headquartered in Mato Grosso do Sul.
She emphasized the importance of technologies and partnerships. “We have new technologies in the area of headphones and other accessories that debuted at the fair and that can result in strategic partnerships,” she said. She also highlighted the importance of a good relationship with suppliers, since personal contact during events strengthens ties and ensures differentiated service.
ALPHA COMÉRCIO
Alpha Comércio, from Belo Horizonte (MG), is investing in a new product line, with an emphasis on smartwatches and other electronic devices. “We came here looking for new suppliers of technological innovation. And also, to place orders, taking advantage of the discounts at the fair”, said David Leandro Silva, the company’s managing partner.
He expects this strategy to boost sales, generating growth of 20% to 30%. Alpha Comércio operates exclusively in the virtual format, with three stores on marketplaces such as Mercado Livre and Facebook. Silva stressed the importance of providing a full range of accessories for mobile devices, ensuring that customers find everything they need in one place.
HELPCELL CELULARES
To meet the growing demand for protection, Thiago Pedroso Bruno, managing partner of Helpcell Celulares, came to the Eletrolar Show in search of screen protectors and covers, as well as accessories such as headphones. “It is important to provide consumers with innovative, high-quality products,” he emphasized.
Thiago considered that participating in the fair has been strategic for Helpcell. “Interaction with suppliers and knowledge of new technologies are significant advantages. Negotiation is different and always positive, providing new business opportunities.” With two physical units in Goiás, the company expects its sales to grow by around 20% this year.
ATUAL BR
In its third participation at the Eletrolar Show, Atual BR came to identify business opportunities, trends and innovations in the sector. “Starting next year, I want to expand my brand at the fair”, stated Leomar Rodrigues da Penha, owner of the company, which is headquartered in Espírito Santo.
Atual, which operates 100% virtually, specializes in the sale of computer parts, with an emphasis on memory. According to Leomar, participating in sector events has been a company strategy. He classified all the experiences so far as “positive and beneficial for business”.
ISTORE GYN
iStore Gyn, from Goiás, is updating its portfolio to include the latest innovations on the market, such as high-quality covers, lighter power supplies and fast chargers. “We want to ensure that customers have access to the best in terms of functionality and design,” said Edinei Silva, the company’s managing partner.
According to Edinei, the trend is toward cable-free charging. “People increasingly prefer practicality.” He expects growth of around 40% in the accessories line and 35% in the cell phone line, compared to the first half of the year. Direct connection with suppliers and access to new technologies are two of the advantages highlighted by Edinei during his participation in the Eletrolar Show.
TOP SHOP
Operating in the electronics and hair products market, Top Shop has invested in importing high-quality accessories, mainly from China and the United States. “We have managed to consolidate several international brands in Brazil,” said Alan Alves Santos, owner of the company, which is headquartered in São Paulo.
According to Alan, cell phone accessories, such as cables and headphones, are items that never go out of line and have strong performance in the market, showing annual growth of approximately 30%. For him, trade shows such as Eletrolar Show make it easier to close deals. “It is possible to negotiate directly with international suppliers without having to travel to China.”
YOURPHONE
Diversifying its portfolio is part of Yourphone’s strategy, which has three physical stores in Belo Horizonte (MG) and operates in marketplaces. “Among the most sought-after items are phone accessories, such as covers and chargers, as well as household appliances,” said Ramon Machado, the company’s sales manager.
Yourphone is also investing in products that optimize home office, solutions that facilitate remote work. “We invested in second-screen monitors and cables that transform phones and tablets into second monitors,” said Ramon. He expects 37% growth by the end of the year.
AQUI TEM INFORMÁTICA
She came to the fair to stay up to date with the latest launches and also to explore new segments, such as beauty products, which have shown significant growth potential. “We are trying to segment other products in our store, introducing beauty products, which are strong here,” said Bruno Silva, owner of Aqui Tem Informática, which expects to grow between 15% and 20% this semester.
Bruno highlighted the importance of trade events for networking and establishing strategic partnerships. “Direct contact facilitates more advantageous agreements, has allowed us to establish stronger connections with suppliers and partners, improving flexibility in import conditions and expanding market opportunities.”
SUPER CELL
A Disney keyboard was one of the products that caught the attention of André Quadros Machado, owner of Super Cell, a company based in Curitiba (PR). “It is important to be present at trade fairs to stay up to date on market trends and identify new opportunities,” he said.
For him, participating in events such as the Eletrolar Show allows him to understand consumer demands and preferences, which is essential for business. Even with the growth of online sales, André believes it is important to maintain a physical store. “The in-person experience gives customers a better evaluation of products, reducing returns and increasing satisfaction,” he said.
WHATSCEL
Charging cables and phone cases are Whatscel’s best-selling items. At the Eletrolar Show, Marcio Guimarães Borges, owner of the Minas Gerais-based company, emphasized that it is necessary to invest in quality. “Offering durable and well-designed products is essential to maintain customer loyalty,” he said.
According to him, Whatscel will continue to innovate this semester, especially in the segment of accessories for mobile devices. Marcio cited as an example the launch of new phone cases that allow customization, such as adding photos, which has attracted a lot of interest from consumers. In his opinion, the fair is important for seeing the products in person and providing closer and more specialized service.
Source: Eletrolar News Magazine ed. 162
