TV industry provides expansion in 2014

The sale of televisions must complete this year tied with 2012, by volume, but manufacturers are optimistic. The industry predicts that the market will grow at least 14% in 2014-high pulled into the World Cup. If implemented, the year will mark the largest rate of growth in the sector since 2011, although at a level well below the 36.5% expansion registered in 2010, when Spain took the best football in the World Cup and the thin-screen TV won power in Brazil.
Betting companies basically in three directions to increase sales in 2014: "smart TV", with internet connection; large screens (40 inches) of LED, mainly; and in the new 4 k technology, with resolution four times greater than the Full HD screens (high resolution, at an affordable price).
In year of World Cup, the market reversed seasonality: 60% of sales are made in the first half and in the second, more heated for Christmas. This reversal forces companies to study more carefully the exchange of collection. In General, new models arrive at retail between April and June. In 2014, this period shall be anticipated, but the point is to know when exactly. "The risk is change of portfolio at a time of heated demand," says Gustavo Asuncion, Director of Samsung's TV category. Manufacturers need to announce the new TVs and the consumer, time to get to know the product.
"There's always a concern and in 2014 we have problem because the demand is going to be early," says Fernanda Summa, marketing manager of LG. The LG must anticipate the return of line for April.
Lourival Kiçula, President of Eletros evaluations, says that the expectation is that the sale of TV stay stagnant in 2013 and rise of "significant" way in 2014, but below the expansion obtained in 2010, when Brazilians bought 12.2 million sets-a jump of 36.5% annual. In that World Cup, in South Africa, the thin-screen TVs sales surpassed those of tube.
The technologies of screens that made success at the time of the World Cup in Africa-plasma and LCD-won market: so far, more than 90% of handsets sold were from tube. "In 2006, the object of desire was the plasma TV. In 2010 were LED screens, and next year will be Oled, "says the marketing manager of LG. Oled technology allows a screen thinner and lighter. LED TVs are currently the most sold in the country, according to the consultancy GfK.
Even so, the thin panel TV penetration in Brazilian homes is still low, says Luciano Bottura, communications and marketing manager of Sony. According to him, only 20% of homes in the country have thin-screen TV, although 99% of the houses have a handset. The World Cup is therefore a good opportunity to increase penetration of the category in the country, he says.
Sony exhibited in São Paulo a TV with 4 k technology, 84 inches, last year. For the Cup, bet on 55-inch models ($ 13,000) and 65 inches (R $ 34 thousand) manufactured in Manaus and they arrived in stores in August.
Bottura, Sony, says that the 4 k can do better than the 3D, the big bet at the Olympics in London in 2012, but it fell into the graces of the Brazilians. "The quality is very tangible and the 4 k TV doesn't change directions for use as 3D tried." For 3D, you must use special glasses.
Samsung bet on TV that is connected to the internet. "The use of content and applications will have an appeal," says Ahmed, which designs 15% increase in the total sales of the TV market, in volume next year. For the smaller consumer purchasing power, Samsung has maintained in its portfolio the plasma screen, older and cheaper technology.
"A trend are the large screens, of 46 inches up. The thread must represent 25% of the market this year in revenue. Last year was 16 percent, and next year should be 30%, "says Fernanda, from LG." This will be the tops of the big screens. "
Philips sells in Brazil 55-inch televisions and will broaden the mix with 65 screens and 84 inches, cup sizes already sold abroad. The 65-inch will be manufactured in the country, in Manaus, and 84 will be imported. "The production line is able to produce larger sizes," says André Romanon, Manager of product marketing, responsible for Philips TVs.
According to Philips and LG, the demand for sophisticated devices should start in the coming weeks, with sales for Christmas. Romanon, Philips, says that in 2014 the market should grow at least 14%; Ahmed, from Samsung, speaks at 15%. For Fernanda, from LG, the increment between October and June 2013 2014 should be 50%, in comparison with a year before.