Heat and fan sale unlock air conditioning

With heat above 40 degrees in some cities in recent days, manufacturers of conditioner and fans were able to make up ground after the weak start of the month of December, when sales were shy. Retailers who had sent "hold" deliveries from manufacturers in the early days of December, was asked to accelerate the distribution of goods in recent weeks.
Networks have increased 20% to 40% on sale to fans this summer, with the lack of certain models on the shelves, especially the cheapest.
In recent days, the operator of telemarketing Silvia Aparecida Santana, 29, was the ten stores of large networks in different regions of São Paulo, in search of a fan. In the third establishment who visited yesterday afternoon, in Lapa, in the West zone of São Paulo, she managed to buy one. A lot of products had just arrived, after the stock runs out on Saturday. Minutes later, Sandra Agrela entered the store and bought three-one for her and the other two ordered by a friend. Silvia and Sandra bought the cheaper fan available in the store, $ 59, but in recent days all products have registered demand, according to traders and executives.
"First the cheaper brands, and after the customer ends up buying the guys," says Jefferson Fernandes, Director of marketing for C&C, which recorded high of 40% in the sale of small appliances and cooling ventilation in December and expects similar pace this month. Some models sold out in stores.
Whirlpool, Brastemp and Consul brands owner, operates today in a pace of production of air conditioning 15% higher than last year. And the lack of product can be punctual, said Armando Ennes do Valle Jr., Vice President of institutional relations of the company. He notes that the industry has already predicted a summer hotter than in the previous year, December was a month of temperatures so high. "The networks were supplied in December and held a little delivery. January is more on schedule and recovering higher levels of sales already estimated ".
One of the largest retail chains in the interior of São Paulo, the Cybelar found that performance more shy in December, with a high of 4% on sales of ventilation equipment. "In January there was recovery, but slows the arrival of products awaiting this improvement in recent days," said the President of Cybelar, Ubirajara Pasquotto. "We will not increase our sales for the summer programming, there is no given to justify it".
Businessman Ricardo Nunes, Ricardo Eletro retailer, high sales of 30% fans this summer, without having registered significant bottlenecks in stores because the network was "well stocked" said. "We're selling everything we ordered. In fans, the cost of storage is lower than in air conditioning, so we have a smaller volume of these products in stores ".
Second retailers heard yesterday, fans, air conditioners and portable air conditioning apparatus-that do not require installation-are the best selling items. Already buying air conditioning split and wall is more planned. "We had enough products, but these last three or four days, sales surpassed any planning," says José Flávio Freitas, a product manager at Leroy Merlin.
Freitas says that there are some models of products in stores, which have already begun to be refueled yesterday from the company's distribution center in Cajamar. The expectation is to close the summer with a high of 15% to 20% in sales.
At Walmart, the expectation of growth throughout the summer is 30%. There was a higher concentration of sales in the last two weeks, with high temperatures in the period. In retail stores, sales of air conditioning and air conditioners grew 150% in the last week of December. Already the sales peak of fans was verified in the first week of 2014, with a high of up to 250% over the previous year. In four days (from 2 to 5 January) that category's sales surpassed the record in January 2013.
In the e-commerce arm of Walmart.com, which acts in a manner independent of shops, selling air conditioners grew by over eight times in the last 60 days. "In this first week of January, the most sought after models are those of 10,000 BTU 's, window, followed by the laptops with the same capacity (10,000 BTUs)," said the Vice President of sales and marketing of Walmart.com in Brazil, Francisco Donato. In the early days of the month, sales of air-conditioners on Walmart.com have practically reached the total sales of the previous month.