White line sales may rise in 2017, after five years in fall

São Paulo-After five consecutive falls, white line can be released from 5 percent in sales this year in the face of 2016, designed last the President of Eletros evaluations, Ajit Kiçula.
"We grow up because last year was very bad," said during the opening of the fair EletrolarShow 2017. According to the power lines, sales from January to June, by volume, retreated 3% over same period in 2016. While sales of washing machines and refrigerators fell 7% in the period, the category of stoves was against and recorded high of 3%.
In 2016 before 2015, sales of white goods, in General fell almost 11%, 12,900,000 units. All categories showed retraction: washers ( -15%), stoves ( -9%) and refrigerators ( -9%).
If the projection of power lines is confirmed, would be sold around of 13,600,000 units this year. Questioned by the DCI about when the industry could regain the heights of 2012 or 2013, years in which sales totaled more than 18 million units, Kiçula said that will depend "on what happens in Brazil", in reference to the doubts about the continuity of Government of Michel Temer and the impact on the recovery of the economy.
Kiçula highlighted that part of this year''s recovery can be credited for the resources released from the inactive FGTS accounts, which led many consumers to spend to purchase durable goods. He added, however, that the consumer been feeling a gradual recovery of confidence and lower prospects for loss of employment, which should boost sales in the second half, traditionally stronger for the consumer goods sector.
Among the manufacturers of white goods, Atlas electric appliances, which operates in the manufacturing of stoves for the middle-class public and promotional highlights that sales rose 4% in the first half, with increased average ticket.
"We saw a movement of qualification in the buying decision. Exchanges are being for products with more attributes, technology and design, "says the company''s commercial Director, Clovis Simões. The expectation of Atlas is that sales accelerate in the second half, driven mainly by Black Friday. Last year, the company made 12% before 2015.
Already the manufacturer of washing machines, Colormaq, has the expectation of increased sales around double digits this year. Until June, the market has grown above the market average, with 5% increment. The national sales manager of the company, Valter oak, points out that the production capacity has been raised, with the new factory in Feira de Santana (BA), and bet in advance of demand for cheaper machines, with a more aggressive strategy. "The crisis pulled a relegation consumption movement between classes D and e, more affected by unemployment. The consumer has not changed, but is opting for the semi-automatic washing machines in relation to automatic, "he said.
Televisions
The positive surprise Electro swing came from the tv segment, with 30.5% expansion in the first half on a year earlier, to 5,200,000. For 2017, the forecast is that sales to reach about 9,500,000 of advance units to close to 13 percent compared to 8,400,000 units marketed in 2016.
Among the reasons for high, as Kiçula, are the improvement of the scenario for the consumption and the anticipation of the process of exchange of equipment before the analog signal shutdown in the country. "The industry has been empowering and improving the technology of televisions, such as the development of compatible devices with the internet."
Another category that stood out was that of laptops, with sales of 26,500,000 units, high of 23%.
The Shower still released a survey of consumer electronics manufacturers '' expectations for the next months. In the survey, calculated in June, 36.7% of manufacturers claimed to be optimistic that this year will be better than last year. In January, the same survey pointed that only 25 percent were optimistic.