Mira industry sale direct to consumer e-commerce

Sao Paulo-The search for diversification of sales channels, consumer goods industries durable should not bet on direct trade with consumers via e-commerce in the next few years, say analysts. However, the practice requires care and logistics must be one of the greatest challenges. In view of the CEO of DirectBiz consulting, specializes in direct selling and multichannel strategies, Marcelo Pinheiro, it is natural that the industry seek out other marketing channels, especially in segments that still do not practice direct trade via the internet on a large scale, such as hygiene and beauty. But the practice requires caution. "We see a movement of companies looking for other ways to sell because consumer habits have changed. The secret is to know how to make it work without sacrificing the relationship with other channels, such as retail. It is a process that requires transparency, "he says. He believes that one of the possible ways to maintain good relationship between industry and retail is, and does not prioritize major actions in the online channel, rely on retailers as partners. "When there is no movement to reach the consumer directly, the industry is opening up the possibility of conflict with the main channel and that could harm the business." For pine, it is possible that this trend of sale of direct-to-consumer industry is consolidated in Brazil in the coming years, following what is already the case in European and North American markets. "In two years, it may be that this model turns into a reality," predicts the expert, betting that large multinational companies of hygiene and beauty can take the lead in the market. In July of this year, Unilever acquired the American Dollar startup Shave Club for $ 1 billion. It is a Club of razors, subscriptions purchased directly through the company Web site. This would be an attempt by Unilever to win a piece of the market dominated by Gillette in the United States, experts estimate. In addition, the Dollar Shave also markets shampoos and other care products for the male audience, with revenues of $ 152 million. The Chief Technology Officer and relationship of Flexy digital business, Cristiano Chaussard, agrees with the analysis of pine, betting on the pioneering major industries. "In this regard, the big companies will always have more advantage, because they come out ahead on the business experience and can negotiate volume and freight on time to make the distribution", ponders Chaussard. He believes that the fall of 8% addressed by health and beauty sector in 2015, the first in 23 years, leading to a turnover of $ 42 million, contributed to that companies look at this business opportunity in Brazil. Logistics is a consensus among analysts that the main difficulty of the industry in selling directly to consumers over the internet will be the logistics. Despite the possibility of implementation of the model in the medium term, some barriers will delay their full development. "The industry will be able to assemble the structure in the next three years, more or less," says professor of the MBA courses at Fundação Getulio Vargas (FGV), Roberto Kanter. To him, countries such as the UNITED STATES came out in front in this mode by having a more developed transportation network, or in the case of Europe, with a smaller territory. "The industry will need logistic operators that will take care of delivery, logistics and operation. For the cost, companies will not operate on their own, "he adds. Cristiano Chaussard believes that companies will have several options in this regard, and may even strengthen relations with retailers and distributors, who may carry out the distribution of the products sold on e-commerce. "Logistics will still need to develop much in the country, because the industry is used to deliver large volumes at a single site, but this model will need to deliver small lots. To do this with the Distributor or retailer, we have a fair and friendly setting, "explains. He considers that the decision it will be up to the industries, with analysis of the costs and options offered on the market. "The stores, for example, already work with fractionated freight but are not accustomed to make submissions. Who opt for this route will have to teach them how to do it. Companies that have distribution centers can count on the own stock. " In the vision of Kanter, entrust another company to perform in the event of the purchases made over the internet you can dilute the industry costs. "A partner company will be able to dilute the cost, that''s her business. Industry, alone, will not be able ", challenges. The analyst Marcelo Pinheiro believes that the easiest way is the hiring of logistic operators specialized in full commerce-when all online products is outsourced. "In addition to the distributors and microfranqueados, we also have this option, which seems to me the most logical for the industry. I don''t believe in the internalisation of this process, it''d look too expensive and it is not the vocation of these companies. The business of which is production, not trade and transport ", sets the expert. This scenario must encourage the national logistics sector, says Kanter. "Independent Transport Networks can find a business opportunity because the industry will have trouble finding partners to it," he says.