Tuesday, September 15, 2015

Imported toy loses space in children's day

The appreciation of the dollar in recent months already is reflected in the reduction of the contribution from the imported toys industry. With that, the manufacturers with less exposure to foreign currency they expect additional gains of competitiveness on children's day.
The star, one of the largest manufacturers in the country, has been reducing the purchase of imported since the beginning of this year. In 2014, 35% of the company's revenue came from imported items. By reducing this year's participation of the products brought from other countries in earnings should drop to 20%.
"If it continues like this, such participation should not exceed 15% of revenues in the next year," says the company's Chairman, Carlos Tilkian. According to him, the change in strategy has done the star win competitiveness against major competitors.
But the doubts of this gain Executive has been annulled by the high production costs. "The industry doesn't get immediate competitiveness with the shot of the dollar. Energy expenditure, a strong component in our costs went up a lot this year and we have felt the pressure from suppliers of plastic by an increase in the cost of raw materials, "Tilkian.
The dollar, which also impacts the company's costs, should not weigh so much about the production of the star this year because about 90% of the imported items will be sold this year were purchased and are paid by the manufacturer. Next year, however, the President of Star high esteem of approximately 12% in costs, with an impact of the appreciation of the dollar and the price of plastic.
Projection
For the children's day, the star hopes to keep sales in value in line with last year. Tilkian points out that, for the company, the result is positive, since in 2014 the company progressed 50% in value.
The Gaucho Xalingo also hopes to benefit from the high prices of imported. With domestic production, the company imports a few components for the manufacture of toys.
"As we develop and produce locally, we have a point in favour with the growing of the dollar. In addition, we prepare for a more difficult year with investments in product launches, "says the marketing manager of Xalingo, Manny's fields.
She designs high of 10% in sales volume on that day against the same period in 2014. Orders confirmed by the company until last week, however, were still below that projection. "It's still not in 10%, but already surpasses 2014."
According to the Brazilian Association of toy manufacturers (Abrinq), sales on the date should jog r $ 3.7 billion, helped by the Exchange. "Last year, the domestic industry regained 5 percentage points of market share, which at the beginning of the year was already 55% versus 45% of imported", declared the President of Abrinq Synésio Batista da Costa, in a statement sent to the press.
Besides the gain of competitiveness with the devaluation of the real, the industry's strategy for the children's day includes offering a broad portfolio of prices. The releases and products with licensed brands also appear as bets of the manufacturers.
"Always work with toys from the first price to the most elaborate, so we didn't notice a change in our mix, but we see retailers looking for more products to different demand profiles," Tilkian, the star.
According to the survey by consulting analyst Euromonitor International, Leonardo Freitas, when the income and the level of public confidence were bigger, there was buying out of season, but the trend now is that the demand for toys focus on special dates and in lower-value products. "Brazil has a strong profile of indulgence, of giving the children. So keep buying even with a more difficult scenario, "says he.
The Executive Carlos Tilkian remember though, for before Christmas-another important date for the sector-the day of the child ends up benefiting, since retailers know they will have a second chance to sell the toys.
The same assessment is made by Manny, Xalingo. "What [retail] does not sell on the day of the child spawning at Christmas. Therefore, applications tend to be good at this time, "she says.
Although help at manufacturers negotiate orders for children's day, retailers are not interested in keeping up the required stocks and this year are postponing more applications for the industry.
"Haven't we close all orders, but we note that since the end of July a delay of our major customers to complete orders", reveals the President of star.
Orders on Xalingo, before made between late August and early September, now must end in the second half of September. "We see that retailers held purchases, waiting for the economy to improve", Manny quotes.
DCI
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