Sale of at least 5 years back up TVs

With consumer confidence at very low levels, the tv market in Brazil will walk back at least five years in 2015, according to retailers and manufacturers polled by the value in the last few days. For 2016, with the expectation of further price adjustments to repost the dollar more expensive, performance can draw level with this year, or even less.
The assessment is that sales stand between 9 and 10 million units in 2015 and next year. For comparison, in recent years, the average surpassed the 14 million sets (even in years in which there occurred the World Cup). In 2013, for example, were 14.8 million televisions sold by manufacturers and retailers in 2012, 14.4 million, according to the Superintendency of the Manaus free Zone (Suframa). In 2014, were 14.9 million units. Some observers more pessimistic-one of them, a retailer of electronics-arrive talking about 6 million units next year, considering only LCD screens, which account for almost 100% of the market. "It's the most conservative calculation brought to the negotiating table by manufacturers, whereas a deepening of the crisis in retail," says the Director of the network.
Whereas higher numbers, from 9 to 10 million units, the industry back to the levels of the end of the second term of President Lula-between 2009 (9.6 million units) and 2010 (10.8 million). With the economy in good shape at that time, the fine screen devices have become more accessible, leading consumers to switch older versions of tube. According to research company GfK, sales of TVs to consumers grew consistently from 2009 to 2014, jumping from 7.5 million to 15.2 million.
In 2015, the accumulated until August, the GfK found sales of 6.4 million sets, 38% less than the number registered in the same period in 2014. The basis for comparison from last year is slightly larger because of the World Cup, which has boosted sales of TVs in the first half. But according to executives in the industry, the biggest impact of the loss of force in the market comes from the slowing economy. "There was an incredible World Cup, so there's not much that that the basis of comparison is high. What's is that the sale doesn't happen, "says a Superintendent of a northeastern network.
Report published by Via retail, retail Electronics Group in the country, shows almost 14% drop in sales of Casas Bahia in the year to September. In Ponto Frio, the retraction has reached 21%. With the reduction, the company has set more aggressive price strategy going forward to try to expand sales next year, even though that represents smaller profit margin.
In evaluating Lourival Kiçula, President of the Association that brings together manufacturers of electrical and electronic products, the Shower, the accelerated advance of sales between 2010 and 2014 created a large installed base with new appliances. With that, at a time of weaker economy, fewer buyers see need to exchange the unit. "If the consumer is winning well, safe, he decides to change. If you are in a difficult situation, he defers "said. The Kiçula estimate is that sales in 2015 to reach 10.5 million units. The Part measures the amount of products sold by the retail industry.
Kiçula said he believed that the number of handsets sold this year could reach 12 million, same number registered by the Association in 2010. "If you go back five years is good. The problem is if you pull back more, "he said. For him, it's too early to make predictions about 2016.
According to the IBGE, the TVs are installed on 97% of the households in Brazil. Of these, 15.4 million have only thin screen models. Other 13.4 million have fine screen devices and also a tube. 34.5 million households already have only tube TVs.
In the evaluation of Roberto Barbosa, Director of sales at LG, it's hard to imagine the industry with sales below $ 7.5 million in a year. "There may be some difficulty in the first half yet, but will recovering after" evaluated. About the end of the year, Barbosa said he had a lot of expectations with respect to Black Friday, promotional trade action that occurs on day 27. "I believe that the consumer will buy. He's worried, but he's alert. If you see product in the price he wants, he buys. "
For Claudio Santos, Panasonic's product specialist, the shutdown of analog TV signal and the interest for devices with internet connection will be demand boosters during "Black Friday", leveraging the end-of-year sales. He said economic uncertainties have affected companies planning capacity, but the expectation is that the dollar remains at the same level in 2016. Sponsor of the Olympics, the company does not believe that the sporting event is a sales engine.
"Maybe we can earn participation on the brand exhibition, but, typically, the market doesn't grow much in year of games," he said.