ES 2024 Coverage / Lectures

NielsenIQ GfK: Tech & Durable Goods grows 11% until May and reverses negative trend of the last two years

Signs of economic recovery have been essential for the market this year.

The Tech & Durable Goods market in Brazil is finally showing signs of recovery after a two-year period of steep decline. According to a survey by NielsenIQ GfK, exclusively for Eletrolar Show 2024, all categories performed well, with an 11% growth in units through May of this year.

Specific categories performed remarkably well. Refrigerator sales increased by 22% in units, while washing machines registered growth of 17%. In addition, the air conditioning and fan categories were significantly impacted by the heat, further boosting the sector’s results.

Factors in economic recovery

For NielsenIQ GfK’s Tech & Durables Customer Success Director in Brazil, Ricardo Moura, signs of economic recovery have been essential for the market this year. “The drop-in interest rates and the improvement in the job market have created a favorable environment for the consumption of durable goods,” said Moura. Easy credit and more attractive payment terms have encouraged consumers to renew and modernize their household appliances, while promotions and facilities offered by retailers have also contributed to sales growth.

Consumer preferences

The survey assessed the preferences of Brazilian consumers, showing that 36% are willing to pay more if the product makes their lives easier. In addition, 48% consider price to be the most important factor in their purchasing decision, and 72% prefer to wait until new technologies are proven to be effective before purchasing them.

“A Significant highlight is the growth of prmium products within the Tech & Durable Good Market“

Impact of e-commerce

The impact of e-commerce is significant, with marketplaces (3P) gaining relevance and taking the place of direct sales. There has been a notable growth in online marketplace sales (3P) compared to physical stores and online direct sales (1P).

Price repositioning

Price repositioning was driven mainly by the white goods sector, which showed a consistent increase from the second half of 2023 onwards. The small appliances category also stood out for its consistent price repositioning.

Growth in premium and entry-level products

A key highlight is the growth in premium products within the Tech & Durable Goods market. Products with a price index above 150% showed notable growth, reflecting a growing demand for higher value-added items. This segment, which includes high-tech electronics and sophisticated home appliances, is attracting consumers willing to invest in quality and innovation, further driving the recovery of the sector. There was also significant growth in entry-level products, demonstrating that the market recovery is being driven by both consumers seeking premium products and those looking for more affordable options.

Regional growth

Technology and durable goods consumption grew in all regions of Brazil, with a focus on the Northeast, which had a more stable average ticket. This regional growth shows that the recovery is broad and not limited to specific areas, highlighting the consistent demand for technology and durable goods throughout the country.

ASIA SHIPPING: RIGHT DECISIONS CHANGE LIVES

Diego Ribas and Felipe Titto shared their experiences.

At the Arena Comex, Asia Shipping speakers addressed topics such as technology, logistics, foreign trade, supply chain, trends, and future perspectives. Former soccer player Diego Ribas and influencer Felipe Titto were among the main speakers for the Brazilian multinational, which operates in the management of goods logistics processes.

“We brought these speakers to show how they made the right decisions in their careers and to serve as an example for our clients,” said Rafael Dantas, commercial director and partner of the company. On the first day of the 17th edition of Eletrolar Show, the keynote speech was given by Diego Ribas, who talked about the intelligent choices that transformed his career.

Titled “From Risk to Glory,” the lecture lasted nearly 50 minutes. “Don’t give up on your big dream. I fulfilled my dream of being a football player for a big team and I keep moving forward thanks to the decisions I made. Everyone wants to reach a place of prominence, but few make the decisions that really have weight,” said Diego. “No obstacle can resist the persistence of a determined person.”

On the second day, the keynote speech for Asia Shipping was given by Felipe Titto. He talked about the career transition he made, from actor to entrepreneur, and about the lessons learned. “Digital is an ally, not an enemy of the retailer. To succeed in the digital world, you need to understand this and focus on how you sell your product, not on the product you sell,” said Felipe.

E-COMMERCE & SERVICES ARENA: SHARED EXPERIENCES

Experts addressed services and solutions focused on online retail.

During the four days of Eletrolar Show 2024, the E-Commerce & Services Arena Space presented lectures on solutions and services aimed primarily at the online retail universe. Experts addressed topics of great interest, such as sustainable logistics, marketplace automation, integrated after-sales service, import processes, and new payment methods.

CHINA LINK: IMPORT FACILITATION

Thiago Codogno, Commercial Manager at China Link, delivered a presentation titled “The DNA of Importing.” The consultancy, specializing in imports from China, offers a complete and personalized service to its clients. With offices in China and Brazil, China Link manages the entire import process, up to the final delivery of products.

“We monitor the process, including supplier search, cost simulation, and quality inspection. Our goal is that the client’s only concern is selling the imported product,” said the head of marketing, João Januário.

COOPERCARGA: SUSTAINABLE LOGISTICS

André Vieira, Business and Strategy Manager at Coopercarga, presented on “Inbound and Outbound Logistics: The ESG Path for Industry and Retail”. He highlighted the importance of sustainable integration between inbound and outbound flows, which are often treated separately. “The big challenge is implementing this logistics integration, aligning environmental and economic concepts,” he stated.

Coopercarga positions itself as a logistics operator committed to sustainability in the environmental, economic, social, and corporate governance aspects. “We have electric and gas vehicles, as well as our own biomethane plant, developed in partnership with small producers,” said André. The company serves various segments, offering services such as full truckload for national transfers, logistics centers, port operations, and less-than-truckload deliveries. It also operates at a Latin American level, with a diversified portfolio of solutions to meet different logistics needs.

IDERIS: INTEGRATION HUB FOR ONLINE RETAIL

Tiago Corrêa, Ideris’s Commercial Manager, highlighted the challenges of marketplaces and the versatility of the company’s solution in the presentation “How an integration hub can help boost sales.” Ideris positions itself as a strategic partner for large-scale e-commerce operations, facilitating the management of different sales channels, inventory, logistics, and customer service.

“Our platform is designed to provide a smooth and efficient operation, allowing our clients to focus on growth and innovation,” said Tiago. The presentation also aimed to showcase ways to optimize results using technology and Artificial Intelligence.

MAGIS5: MARKETPLACE INTEGRATION AND AUTOMATION

Claudio Dias, CEO of Magis5, highlighted in his presentation “Automation in Marketplace Management” the importance of technology in improving operational efficiency and ensuring the competitiveness of online sales. He stated that the level of demand from marketplaces has increased, and sellers who want to be major players must invest in automation. “Technology should be seen not as a cost, but as a necessary investment to remain relevant in the market,” he said.

Magis5 offers integration and automation tools for Brazil’s major e-commerce platforms and marketplaces, including Mercado Livre, Amazon, and Shopee. “It is possible to centralize the management of operations on a single platform, ranging from the creation of listings and product pricing to the dispatch of labels and inventory control.” This year, the Magis5 platform is expected to process approximately 80 million orders.

PAYJOY: DIGITAL AND FINANCIAL INCLUSION

Luiz Santos, Head of New Business at PayJoy, delivered a presentation titled “The New Era of Credit: Facilitating Access to Technology for the Unbanked”. He highlighted that one-third of the Brazilian population does not have access to credit but moves one trillion reais per year. “We want to solve this problem by using the smartphone itself as collateral for financing,” said Luiz.

PayJoy is a fintech that partners with retailers selling smartphones, offering an innovative financing option that incentivizes installment payments and increases retailer sales. “We understand that the cellphone is an essential asset in people’s lives, a source of income and education that promotes digital and financial inclusion,” said Luiz, who was impressed with the quality of the leads that visited the company’s booth at Eletrolar Show. “This networking was very positive.”

PONTONET: EFFICIENT AFTER-SALES SERVICE

José Mello, Director of Pontonet, discussed innovation in after-sales service in his presentation “Omnichannel: Integrated Channels that Guarantee Fast, Efficient, and Delightful Customer Service”. He explained how Pontonet’s omnichannel platform integrates multiple contact channels, such as video, WhatsApp, AI-powered chatbot, social media, and Reclame Aqui, including accessible channels like Libras-based service.

“Automation enables an immediate response, demonstrating our commitment to meeting the needs of consumers efficiently and personallized,” said José. Pontonet operates in various moments of the after-sales process, from repairs and product exchanges to reputation monitoring and reverse logistics, both in B2B and B2C. “The goal is to generate value for the brand, gaining the consumer’s empathy,” he concluded.

WAKE: DIGITAL CONSUMER EXPERIENCES

André Viana, Commercial Director of Wake, addressed the construction and management of the digital consumer journey in the presentation “Discover the Wake Ecosystem”. He explained how Wake integrates e-commerce, behavioral experiences, and digital influencers into a single platform. “Our technology allows brands to create authentic and lasting connections with their consumers, from attraction to loyalty,” said André.

In his presentation, the Commercial Director also emphasized the importance of a holistic and integrated approach to maximize impact in the digital market. The company offers solutions for retail and industry, focusing on medium and large businesses.

Fonte: Eletrolar News Ed. 162