Eletrolar Show & Latin American Electronics 2019: Smartphone online sales grow up 47% in Brazil
Study presented at Eletrolar Show & Latin American Electronics points out that in the first half of the year, consumer preference for premium mobile phones became stronger in the country.
In a first half scenario where smartphone sales in Brazil grew by 121% over the same period last year, it was attested that “premiunization”, performance, simplification and “figital” experience are the main consumer trends in Brazil. Collected directly at retail, the data were presented on Tuesday (30), on the second day of the Eletrolar Show & Latin American Electronics, in São Paulo/Brazil, by GfK, one of the most important consumer behavior research companies in the world.
According to GfK, the “figital” (agglutination between the physical and the digital) is a reality in the consumer experience in the country. “The idea is to integrate the sales channels, the various purchase paths to increasingly facilitate consumer buying,” explained GfK’s director of market insights, Rui Agapito. Also called borderless shopping, this trend hybridizes, in a hybrid way, the desire of the Brazilian customer of the physical experience with the offer of shopping facilitation, offering maximum convenience.
Parallel to this, the market already identifies an expansion of the importance of online consumption. According to data from Gfk, e-commerce grows above the market in the premium and innovation segments. Online sales of smartphones worth over R $ 2,000 (+ 47%), washer-and-dry clothes washers (+ 41%) and gaming notebooks (+ 26%) posted revenue growth in the first half of 2005. 2019 compared to 2018. The director of GfK pointed out that this scenario is real despite online prices averaging 28% above physical stores due to the differentiated portfolio.
These data also prove the tendency of “premiunization” in consumer behavior. In the first half of 2019 compared to the same period of 2018, there was a 121% increase in sales of smartphones with larger screens (5.5 ‘) and higher memories (64GB or more). Commercialization of 4K TVs also grew (19%) as did the more powerful gaming laptops (4%).
Another example of this premium / gourmet trend is the transition from products such as microwaves and cooktop. Still comparing the two semesters, Gfk’s figures show a reduction (28% to 26%) in sales of microwave sales and the growth of cooktops that came out over the years, leaving 8% (2017) to 9% (2019).
“The Brazilian consumer wants bigger screens, more memory and resolution, lighter and thinner products. It is the premium market that brings more technology, performance and assortment, it is a more demanding consumer, it is the goumertização of the home, with more practicality, sophistication and simplicity ”, commented Rui Agapito. According to the executive, these trends should be further intensified
Expanding white line
Considering the telephone, IT, portable, consumer electronics and white goods sectors, there was an 8% increase in revenues in the first half, jumping from R $ 52.2 billion to R $ 56.1 billion. The forecast for the full year 2019 is up 5%.
Among all these segments, the star was the white line pulled mainly by the sale of air conditioners. “Driven by climate effects, this sector grew by 23%. Without air conditioning, which had a high of 40%, this white line index goes to 13%, ”explained Agapito.
Em Tempo, DAISY MELO * journalist traveled at the invitation of the Eletrolar Show