TVs and mobile phones will support the high of 7% on the sale of durable goods this year

With the World Cup and optimistic prospects for the country's economy, the market revenue of durable goods should be released from 7% in 2018, returning to reach the level of 2014. The increase in the average price of cell phones and televisions for sale should help sustain the high. Last year, retailers of durable goods made R $100.7 billion, 11% above the volume observed in 2016. The result came shortly after two years without growth. In 2016, the variation was 0.2%, a negligible percentage after the fall of 14% in 2015, compared with 2014. The data are part of the GfK study, announced yesterday (20) on Eletrolar Congress & Expo. According to the Director of GfK, Gisela Pougy, projections for this year are conditioned to an optimistic scenario for politics and the economy of the country. "In case of any controversy and the optimistic scenario change will impact consumption." According to Gisela, a positive aspect to the year is the sale of TV sets, which should be boosted by the World Cup. According to the study, the projected 22% increase in sales of the product, being 8 percentage points (p.p.) linked to the World Cup. The projection is that both the number of units as the average price report growth in the run-up to the sporting event. Another trend for the year, according to the Executive, is the telephony revenue growth. "It may not grow so much in unity, but in revenues will," she said to the DCI. According to the Executive, the trend is that searches for items with higher value added follow increasing. As an example, Gisela cites the greater participation of higher priced smartphones to R $1100, who came out of heights of 21% and 26% in 2014 and 2015, respectively, to 43% and 41% in 2016 and 2017. "Telephony and TV are the most important products of durable goods. Just explaining the trend for these two items justifies the expected growth of 7% ", says Gisela. A highlight of the 2017 search result was the performance of retail durable goods of the northeastern region which had 21% expansion, compared to 2016, above average. According to Gisela, the performance of agriculture and of the real estate market in the region impacted positively the purchasing power and therefore the purchase of durable goods products. In addition, she points out that the region represents a great opportunity for the retailer. "There are a lot of categories in the Northeast, as well as other regions of Brazil, have a penetration still low. Northeast consumers still have to acquire new technology. Different from the Southeast, where some products already have pretty decent penetration. " Another highlight is the motion of internalization in 2017, which had a new relevance in the market gain. The full participation of the interior sector turnover increased from 38% in 2014 to 41% in 2016 and 44% in 2017. The research measured the participation of major retailers in sales by region. The Southeast presented the highest concentration, with 74% of sales being made by the 10 largest retailers in the market. Followed by the Northeast (57%), Midwest (56%), South (43%) and North (30%).