Party imposes losses the retailers in June

The month of the World Cup ends with poor performance for retailers in the country, who spent the last days calculating results for criteria such as sales and profitability. Market that moves almost $ 2 trillion in annual sales in the country, the trade may have lost 1.5% to 3% in gross sales by day with holidays in June. This equivalent to a reduction of R $ 70,8 million to $ 142 million to each national holiday, according to projection of two associations heard yesterday. Worrying economic scenario, with layoffs in some sectors and persistent fall in consumer confidence also affected demand.
The loss can be greater than the sum estimated by entities, because the value not working every day counts in middle period of stores that anticipated the closure. In June, the trade operated mainly within four days with games of the Brazilian team. The Institute for development of retail (IDV) provides high of 3.9% in sales in June and 1 percent in July to below the rate of 5.1% accumulated until May.
Executives and entities heard agree that a specific and limited basket of products had better performance in terms of demand, but it is not yet possible to confirm that retailers managed to maintain or increase profitability during this period – especially by the promotional environment that took care of some sectors in the month. Winter settlements already exist in mall stores affected by low demand in June, says the Alshop, Association of tenants of malls.
Among the categories of products with sales in higher digits are meats, snacks and beers, such as Walmart and Probe companies confirmed, in addition to the associations of supermarkets. "Also we noticed increase in food for sale ready, with more people eating at home in day games," said Mariano Rodrigo, economy and research manager of São Paulo supermarket Association (Apas).
Sporting goods are still in that group of segments benefited. "In June we sell the equivalent computed throughout the year, without loss of profitability, with margin maintenance for items such as check shirt," said Juliano Tubino Netshoes Vice President of marketing.
Also in this group of products with good performance, there was an increase in sales of television sets in the range of 30% to 50% in June, showed the value with two retailers. The network of shops Colombo reported 50% increase in sales of television sets in May and June. The General number of the sector is still, however, below the volume of items bought by retail-made production to delivery to retailers rose about 65% in the free zone of Manaus-there was manufacturer that raised production in 80%. I.e. spare TV stock in stores on some networks.
"The area of electronics did not have an impoundment of demand, but will have stock at the end of the quarter and will have to make deals to receive orders for Christmas," said Luis Augusto Ildefonso of Silva, Director of institutional relations of Alshop.
Among the categories with lower demand are clothing, footwear and building material industry. In supermarkets and hypermarkets, some product categories had weak performance, which could end up affecting the overall result of the month. You need to check if goods that sold well compensated for the fall (on sale or in the margin) of goods with worse results. "In June, we were 4.5% below at the finish line determined for the month," said José Barral, President of Probe group.
"Half of this fall was verified just last Saturday, day of games of eighth-finals. Copa does not help at all. There are consumers who just postpone the purchase because they need the merchandise, but there are others who don't need that product, think better and quit to go to the store, "said Barral. "Impulse buying is the one that suffers most in those hours, and in that case, enter, for example, the mobile industry," said Eduardo Land, President of the Brazilian society of retail and consumption (SBVC).
The main reason of caution from retailers is not necessarily the result of sales with the Cup, but profitability levels of the period. It's not because they sold more that profitability will be magnified. The gross profit margin on TVs or mobile phones, for example, that had good sales in June, is less than that seen on items such as sofas and cabinets for home, with lukewarm performance in the World Cup. Likewise, win more selling meat than beer, with lower margin.
Alshop poll, Association of tenants of shopping centers found that, on the days of games, trade in these ventures had fallen 30% to 35% in the movement of clients. According to Luis Augusto Ildefonso of Silva, Director of institutional relations of Alshop, in some cases, sales are falling even 40%.
The Director reported that revenue was expected in advance Alshop of 7% to 8% this year and, after the poor performance in the period of mother's day and Valentine's day, the projection was dropped to 5 high% to 6%. According to Silva, there was no weakening of retail in June, mainly in the sectors of clothing, footwear and furniture. "Some clothing companies say that there has been improvement, but there wasn't. The stock of winter is all in store, many started making settlement early in the season to spawn. "
Calculations of losses have been made by the entities of the sector. The command of IDV estimates that each day less than running, with holidays of Copa, affects sales in 3%. This is equivalent, on average, to $ 142 million in sales per day, calculated the value based on data from the annual survey of trade. There was a holiday at the opening of the Copa and States have enacted regional holidays
The SBVC considers a minor effect, as there are transfer of purchase of products not superfluous to the days after the holiday. "We estimate a loss of 1.5% per day," said Land. "Supermarket loses less than shopping because the first has shops operating since eight o'clock in the morning and the malls, no."
The National Commerce Confederation for goods, services and tourism (CNC) estimates that every national holiday, the net operating surplus stores (net profit less financial expenses financial income) has a reduction of 9.2% compared to an ordinary day, said yesterday the Economist of the Confederation, Fábio Bentes. The account was made using the annual survey of trade in 2012.
On the network Magazine Luiza results for the period of the World Cup so far, were "within the expected by the company". The network does not disclose revenue data in June, for being publicly traded company. Via retail (Casas Bahia and Ponto Frio) also reported that TV sales are "in line with the envisaged in its business strategy".