PRESIDENTS SPECIAL – DISTRIBUTORS NEW CYCLE IN 2024
The numbers indicate that the greater stability of the market, a consequence of a series of factors, including the reduction in interest rates, will be a stimulus for sales growth.
by Leda Cavalcanti
The year 2024 brings good prospects for the country’s companies, which are represented in this Presidents Special. Some news, such as Brazil’s return to the list of the 10 largest economies in the world, the gradual reduction in interest rates, expected to reach 9.5% by the end of 2024, the approval of the first tax reform in more than 30 years, the control of inflation and the increase in the number of jobs, give a new boost to the economic scenario.
There is pent-up demand and a fearful consumer. The recovery will be slower and with regional variations, but the important thing is that the prospects are a stimulus for companies, especially considering the good results of retail at the end of 2023. The real increase in the minimum wage, although timid, paves the way for the fall in debt and anticipates a cycle of replacement of household appliances and electronics.
As important as reducing interest rates to make the economy move and attract investment is the preservation of a fiscal responsibility plan by the government and measures to increase the State’s efficiency. A sign of the country’s maturity would be less polarized and more patriotic coexistence between congress and government to enable the adoption of structural and bureaucratic reforms, important keys to economic growth.
ALLIED TECNOLOGIA
Silvio Stagni, CEO
Given the positive performance in the first year of international operations, the focus in 2024 is on expanding this distribution channel, says CEO Silvio Stagni. “We’re going to work with new products and manufacturers to serve more customers. Other business leverages are our Trocafy brand, aimed at selling remanufactured smartphones, and the Soudi financing solution, to maximize retail sales. We have also been exploring new solutions for B2B demands, with products and services aligned with the demands of corporate and government clients.”
“The main achievement in 2023 was the result of our international operation. The channel reached a significant magnitude, which required further revisions to the projection.”
The main achievement of 2023 was the result of the international operation. “The channel has reached a significant magnitude. We started with the expectation of reaching R$600 million in revenue. We exceeded the goal in the first half of the year, when we reported R$893.8 million. With the positive outlook for business growth, the projection was revised again to between R$1.6 billion and R$2 billion,” says the CEO.
In the Brazilian operations, Allied expanded its strategic partnerships with manufacturers through representation in HP’s official online shop and in the Mercado Livre, and launched the “Acer as a Service” programmed to meet the demand for equipment rental in the national B2B market. “In 2024, our expectation is based on the continuation of the cycle of dropping taxes and the maintenance of the purchasing capacity. The complexity of the tax framework and the logistics chain are among the main challenges facing the distribution channel,” says Silvio.
AMET
Cliford Oliveira, CEO
Amet’s prospects for 2024 are extraordinary, says CEO, Clifford Oliveira. “Last January alone, we launched 30 SKUs. The goal is to reach 129 SKUs by July, following a strategy of both horizontal and vertical growth. This year, we expect to surpass the excellent results of 2023, which were driven by the company’s expansion and continued collaboration with partners.”
“In the current scenario in the distribution sector, the main challenge is tax complexity. The high tax cost, associated with the import of technology and innovative products, has a significant impact.”
In the current scenario of the distribution sector, the main challenge is tax complexity. “The high tax cost, associated with the import of technology and innovative products, has a significant impact. There is an urgent need for progress in this aspect, seeking to reduce the tax burden to enable the arrival of high-technology products on the Brazilian market at more affordable prices”, says the CEO. Recently, the company, which has its headquarters in Minas Gerais, expanded operations to the State of Espírito Santo, with the aim of intensifying competitiveness.
There is notable growth in the distribution area, but, at the same time, there are logistical and tax challenges from the north to the south of Brazil, explains Clifford. “The implementation of measures such as tax simplification, granting tax incentives, investment in logistics infrastructure and professional training will contribute to boosting the distribution sector, allowing it to efficiently serve the entire national territory.”
BASEUS
Marcelo Tavares – Director/Dapon
Baseus has an aggressive target for 2024, says Marcelo Tavares, director at Dapon, owner of the brand. “We expect growth of at least 30% compared to 2023. This was a year of recovery and a lot of planning for 2024, with greater investment in advertising and brand awareness throughout Brazil.”
“The distribution sector in Brazil has developed and improved significantly in recent years. Private companies showed that they had a lot to evolve and, today, we already have better options on the market. What is still missing is a significant improvement in the country’s general infrastructure.”
The distribution sector in Brazil has developed and improved significantly in recent years. “Private companies showed that they had a lot to evolve and, today, we already have better options on the market. What is still missing is a significant improvement in the country’s general infrastructure. From roads to ports, from railways to airports, less bureaucracy, more agility, transparency, and more competitive costs are what we need to bring Brazil closer to the world’s developed economies”, explains the director at Dapon.
In terms of economic measures, there are many needs for the sector, says Marcelo. “Starting with the simplification of regulatory processes such as digitalization and reduction of bureaucracy, investment in training and qualification of professionals, as well as promotion, incentive and investment in more technology for the sector.”
BOYA
Lincoln Jia, sales director
With the growth of the short video market driven by platforms like Instagram and TikTok, both end users and Opinion Leaders (KOL) groups are on the rise, says sales director Lincoln Jia. “Predicting this trend, our company anticipates a 1.5x increase in performance in 2024.”
Although the distributor of equipment for cinema, broadcast and audiovisual productions has achieved significant milestones, there are challenges, such as intense competition in the market. “We face competitive pressure through continuous innovation and improvement of product quality to maintain our leading position in the industry. An effective approach is to introduce our brand to key partners in each sector and work closely together over the long term.”
BRASIL INTERCOMEX
Fabio Zorzo, CEO
The company’s goal is to achieve 200% growth in two years, says CEO, Fabio Zorzo. “We doubled the sales team in 2023, focusing on new categories and personalized service through key accounts, easy credit and fast delivery.” Its distribution centers are located in Itapecerica da Serra (SP), Extrema (MG) and Espírito Santo.
To develop the sector, it proposes economic measures such as tax standardization, especially in São Paulo, and tax incentives in other states. “We face challenges, such as keeping stocks ready for more than 2,000 entrepreneurs, but we seek to add value to our customers’ businesses, simplifying processes and promoting sustainable development,” says Fabio.
BRIGHT
Alessandro Relke Kneube, spokesperson
The company works with good expectations, says the national sales manager, Alessandro Relke Kneube. “We expect growth even greater than the 20% in 2023 compared to 2022. In 2023, there was the re-establishment of large national clients, the opening of new partners and an increase in our capillarity. We are channeling our team to expand the customer base.”
To stimulate the sector, Alessandro gives his opinion: “The routine of supervisory bodies against the gray market in ports and on marketplace platforms helps to combat inequality at the point of sale. And tax reform could negatively impact retail when changes in tax rates are reflected in prices. We will have to monitor this change in practice and optimize our operations.”
DAYSBRASIL
Dai Yuqin, Owner
The company is optimistic about the year 2024 and aims for substantial growth in several aspects, says the owner, Dai Yugin. “Although we cannot anticipate specific numbers, our goal is to exceed 2023 revenue. Last year, our biggest achievements included market expansion and product innovations.”
“Last year, our biggest achievements included market expansion and product innovations. We aim for substantial growth in 2024, in several aspects.”
Today, the distribution sector faces several challenges. “These include complex logistics and adapting to rapidly changing consumer demands. We are focused on technological solutions and efficient strategies to overcome these challenges”, says Dai.
Economic measures would be very important for the distribution segment, says the owner of Daysbrasil, who gives some examples: “Investments in logistics infrastructure, reduction of customs bureaucracy and tax incentives for technological modernization would be fundamental. These actions can boost operational efficiency and stimulate sustainable growth for the sector as a whole.”
DEVIA BRASIL
Daniela Ayres, CEO
The company predicts a notable increase in market share in 2024, says the CEO, Daniela Ayres. “In 2023, we made consistent efforts in the marketing strategy to expand the brand’s presence throughout Brazil. We are bringing two additional brands, Hifuture, of high-quality headphones and speakers, and Forward, specializing in technical support machines.”
Ensuring efficient logistics, balancing inventory management, and reducing operational costs are challenges for the sector, which can be stimulated with stable fuel prices. “In the last decade, the Brazilian real has suffered devaluation. This impacted the transport chain. In the medium term, we hope that conditions will normalize, resulting in the appreciation of the Brazilian real, stabilization of oil prices and healthy competition between transport companies”, says Daniela.
DT3
Fernando Bastos, CEO
The expectation, in 2024, is to diversify product lines, maintaining the vision of innovation, comfort, quality, ergonomics and design as a premise, says the CEO, Fernando Bastos. “It is essential that our leadership positioning in the Brazilian market and our branding strategies reinforce our commitment to pioneering, aiming to generate the best experience for customers, the gamer universe, streamers, and retailers. Revenue will certainly be higher than last year.”
“In 2023, DT3’s greatest achievements were the expansion of the portfolio in terms of products with high standards of design, innovation and quality, and the entry-level product line. In the last 15 months, we have launched more than 10 models.”
In 2023, DT3’s greatest achievements were the expansion of the portfolio to include products with a high standard of design, innovation, and quality. “We also increased the line of input products, with more competitive prices and factory production and import capacity. In the last 15 months, we launched more than 10 models, and 2024 will be no different”, says the CEO.
One of the biggest challenges in the market is a far from simple equation, says Fernando. “That is, maintaining high quality products, competitive prices and healthy profitability in a country where individual interests override collective interests, and the lack of appropriate policies harms the sector. A more stable, homogeneous fiscal policy with fewer exceptions and individual incentives would result in greater competitiveness, an increase in the number of jobs and economic growth.”
DYLAN DO BRASIL
Ricardo Cassal, spokesperson
The expectation is extremely positive in 2024, says the spokesperson, Ricardo Cassal. “The events market is booming, which increases the consumption of audio equipment. We will launch high-performance solutions at an affordable cost. In 2023, we invested in cutting-edge equipment to serve the most demanding professional audio market, and the result was very positive.”
Dylan do Brasil has overcome distribution challenges with a qualified team of sales representatives throughout the country. “We work with an agile logistics company and hired the largest transport company in Brazil”, informs Ricardo. In his opinion, the lower unemployment rate and the drop-in interest rates will heat up the economy.
FAM BRASIL
Toni Carli Kuhn, CEO
It ended 2023 with significant growth of 37% in sales, says the CEO, Toni Carli Kuhn. “Our strategy for 2024 aims to increase sales by 40%. Furthermore, it is essential to highlight the relevance of our customer retention indicator. This essential metric proves that we have achieved their satisfaction with our brand.”
In the sector, the biggest challenges are in logistics. “The cost and conditions of transport have a considerable impact and deserve special attention from the government, with the implementation of effective policies for the efficient flow of products. We also face the challenge of different tax regulations between states, which create disparities in competitiveness between customers in different locations”, explains the CEO.
GRUPO FUJIOKA
Ricardo Kazuo, president
2024 began with the opening of a megastore selling technology and IT products in the Midwest of the country, with special prices for CNPJ or MEI and no minimum purchase quantity, says the president, Ricardo Kazuo. “With 3 thousand sqm, it is a showcase of major global brands and an example of the movement that we intensified in 2023, the year in which we changed the group’s positioning with a different look at the Fujioka Distribuidor units and specialized in IT. We expanded the mix and the network of physical stores.”
“With a continued focus on innovation, expansion, and optimization of operations to improve efficiency with new ERP systems, CRM and tools to build customer loyalty, we expect revenue to exceed that of 2023.”
With a continuous focus on innovation, expansion, and optimization of operations, aiming to improve efficiency with new ERP systems, CRM, and tools for customer loyalty, it expects revenue to exceed that of 2023. “Expectations remain high, even more so in a year in which we completed six decades of trajectory”, says Ricardo. In the portfolio, there are brands for which it is the exclusive distributor in Brazil.
In retail, it maintained a growing presence online together with 34 stores spread across Goiás and the Federal District. In distribution, it expanded physical stores (seven units in 2023), in addition to e-commerce focused on B2B format, 250 teleoperators, external sales team and more than 35 partner transport companies. “Working with a mix of more than 4 thousand items on so many fronts, increasing capillarity and revenue, is a big challenge, but this is how the Fujioka Group has been consolidating itself every year as one of the main distributors in the country”, he states. the president.
GRUPO KAIDI
Marcelo Peng, CEO
In 2024, the company is very optimistic, seeking to increase revenue and prospect new partnerships nationwide, as well as overcome challenges, says CEO, Marcelo Peng. “The biggest ones are the company’s adaptation to the economic scenario and internal restructuring to better meet the increase in demand.”
A problem in the sector is maintaining the quality of services, avoiding delays and customer dissatisfaction. “It is not enough to just have excellence and quality products, it is necessary to map organizational processes. Increasing the logistics framework in the shipping and control sector is an option that we should always consider, as well as the search for automation and technology to speed up and facilitate internal processes”, explains Marcelo.
GRUPO LEONORA
Edson Cardoso Teixeira, executive diector
It concluded a prosperous cycle with Letron, the group’s consumer electronics and accessories brand, says executive the director, Edson Cardoso Teixeira. “We grew 114% in revenue with the opening of more than 700 points of sale, more than 30 SKUs launched, the entry into the licensing market and the first 100% recycled collection of electronics produced from plastics removed from the ocean. In 2024, we expect an increase of more than 60% in this brand’s revenue with the mix, new licenses and categories, participation in the Eletrolar Show and restructuring and expansion of the commercial representation channel with specialization in the sale of electronics.”
“In the sector, efficient supply chain management is a critical challenge, ranging from the volatility of transportation costs to customs issues and fluctuations in demand.”
The distribution sector has complex challenges. “One of the main challenges is the incorporation of emerging technologies, such as artificial intelligence and automation, which are fundamental for optimizing processes, but which require significant investments and personnel training. Efficient supply chain management is a critical challenge, ranging from the volatility of transportation costs to customs issues and fluctuations in demand. The pressure for sustainable practices and environmental responsibility is also intensifying”, says Edson.
In the macroeconomic scenario, the director says what is essential: “We have a consistent tax reform in the distribution market, government adaptation for credit lines, investment in the road network for more efficient and precise logistics, in addition to the inspection of counterfeit products and not certified by the competent bodies.”
GRUPO OBLI
Lucas Ferreira Barbosa, founder
The group has ambitious projections for 2024 and aims for substantial growth in different areas, says the founder, Lucas Ferreira Barbosa. “Expectations include market expansion, increased participation in specific sectors and continuous improvement of products and services. In terms of revenue, the forecast is to surpass 2023 numbers with innovative marketing strategies, partnerships, and efficiency in quality.”
The year 2023 was remarkable for the group due to several achievements. “Among them, the successful launch of innovative products, entry into new markets and the company’s recognition with authorized resellers in more than 15 states in Brazil. These achievements consolidated our position in the market and established a solid foundation for the 2024 goals”, says Lucas.
GSHIELD
João Paulo Resende, CEO
The company expects 50% growth in revenue compared to last year, says the CEO, João Paulo Resende. “To this end, we will launch around 50 products in the Eletrolar Show, next July, and a new brand aimed at audiences C and D. In addition, we will focus a lot on trade marketing in stores, on aggressive campaigns with sellers and prizes for anyone who buys Gshield products.”
“We will launch around 50 products in the Eletrolar Show fair, and a new brand aimed at audiences C and D. This year, we will focus a lot on trade marketing in stores and on campaigns with sellers.”
For the distribution sector, currently, the biggest challenge is legal uncertainty in relation to taxes and administrative fees. “We have a legal system that is frequently changing and a very heavy tax burden on consumer goods”, explains the CEO.
Reducing and eliminating taxes are measures that could stimulate the segment, explains João Paulo. “Tax substitution and IPI are unfair to several sectors of the economy. Simplifying taxes would also bring greater speed to the sector.”
HÄNDZ
Rodrigo Lacerda, CEO
The prospects for 2024 are the best possible, says Rodrigo Lacerda, CEO of the company. “Revenue should double in 2024 compared to 2023. Last year, we had a lot of success with new products, and the forecast for 2024 is for us to continue this accelerated pace of launches.”
In the distribution segment, currently, the main challenges faced are taxes, combined with the cost of freight, says Rodrigo. “Simplifying the fiscal scenario can stimulate and accelerate the sector.” The company’s products value sustainability.
HEYLI
Joe Wan, president
Since 2008, Heyli has been actively operating north of Brazil, mainly in the wholesale trade of electronics and various essential products, says the president, Joe Wan. “In 2023, we made the strategic decision to change our focus to the São Paulo market, leading to the creation of Heyli São Paulo Distribuidora. As we embark on this new venture, we are strongly convinced that 2024 will be a crucial year for Heyli SP. However, we are also aware of the challenges that lie ahead.”
“The São Paulo market is increasingly competitive. To stay ahead and prosper, we must innovate and differentiate ourselves from competitors. This may involve offering exclusive products and exceptional service.”
One of the main obstacles is the high cost associated with taxation. “The current tax structure represents a significant burden on companies, making it difficult to maintain competitive prices and profitability. To encourage and facilitate greater business growth, it is essential that the government considers implementing measures to reduce taxes, thus stimulating economic activity,” says Joe.
The cost of sea freight is concerning. “As a distribution company, we rely on efficient and economical solutions to transport our products. High freight rates can significantly impact operating expenses and ultimately affect our ability to offer competitive prices to customers. The São Paulo market is increasingly competitive. To stay ahead and prosper, we must innovate and differentiate ourselves from competitors. This may involve offering unique products, exceptional customer service and taking advantage of technology to streamline our operations.”
HPRIME
Felipe Almeida, partner-director
It has very optimistic expectations for 2024, says partner-director, Felipe Almeida. “We prepared intensively throughout 2023 to be even more structured and take the next steps. We grew in 2023 compared to the previous year and we consider that our greatest achievement was improving control over our processes, costs, and analyses, aiming for new investments. We aim for higher revenues in 2024, with estimated growth of 15%, in addition to significant investments in technology, bold launches and actions to consolidate our position as market leader.”
“One of the biggest challenges in the distribution sector is end-to-end logistics control, to ensure that customers have a positive experience. There’s also controlling the costs of this chain, which is very challenging.”
One of the biggest challenges in the distribution sector is end-to-end logistics control, to ensure that customers have a positive experience. “In addition, there is cost control in this chain, which, in a continental country like ours, is very challenging”, explains Felipe.
Understanding the complexity of any change involving the Brazilian macroeconomy, the partner director believes that it is necessary to play with the rules that are present at the moment. “But, without a doubt, the main point of attack involves costs such as fuel and payroll. If there are incentives in these areas, the final consumer would also not be affected by the increase in costs.”
HREBOS
Marcelo de Paola, commercial director
In 2023, we had many achievements that resulted in great progress, says commercial director, Marcelo de Paola. “We highlight the structural change, improving logistics efficiency and storage capacity, launches, the development of a new premium line, updates to item layouts and packaging. We expanded the team and restructured the commercial sector. We also develop online tools. All of this will be launched in 2024, bringing new horizons to the company and expected growth of 30% compared to the previous year.”
“Our challenge is to show customers that, even in a polluted environment, it is possible to breathe new life and win by offering products and services that match our offerings. Transparency and quality are the pillars for solid growth.”
Today, the biggest problem in distribution is unfair competition. “We come across competitors who have products and services that do not comply with regulatory organisms. Our challenge is to show customers that, even within this polluted scenario, it is possible to breathe and win by offering products and services consistent with the offers, as transparency and quality are the pillars for solid growth”, says Marcelo.
Economic measures could contribute to the advancement of the sector, says the commercial director. “Among them, the reduction of the high tax cost for the circulation of goods, with the adaptation of standards that facilitate their regulation between states. It would also be interesting to reduce taxes on the manufacture and import of products and public policies for digital inclusion.”
IMENSO
Lin Cheo, CEO
It envisions robust and continued growth in 2024, says CEO, Lin Cheo. “We plan to expand our range of products, strengthen our online presence, improve the customer experience, establish strategic partnerships, and further improve the work environment, always thinking about our collaborators. We hope to surpass the results obtained in 2023.”
Considering its outsourced distribution approach, the company’s challenges focus on collection and delivery times for customers, says Lin. “Significant investments in advanced tracking and logistics automation technologies are very important for effective service. We constantly look for innovative ways to improve our operations to meet customer expectations.”
KAKIA
Wenbin Dong, founder and owner
The company wants to attract more customers in 2024, says Wenbin Dong, founder and owner of Kakia. “In 2023, our sales in the online channel soared, much higher than those recorded in physical units. It was our biggest achievement of the year.”
In 2024, the project is to expand the market, says Wenbin. “Our expectation is to attract more wholesalers and retain retailers and customers online and in physical stores.” For him, the biggest challenge in the distribution segment is finding specialized labor.
MAXPRINT/DAZZ
Leandro Rades, commercial director
The expectation is good for 2024, says Leandro Rades, commercial director of Maxprint/Dazz, brands of the Rio Branco Group. “With the interest rate trend continuing to fall, retail should warm up, expanding credit. Furthermore, the regularization of the supply of electronic components and their prices returning to pre-pandemic levels leave us with a great perspective.”
“The brands’ main objective, currently, is to exceed last year’s revenue by 15%. In 2023, solidifying our presence in retail and distribution was very important for Maxprint and Dazz.”
The brands’ main objective currently is to exceed last year’s revenue by 15%. In 2023, solidifying our presence in retail and distribution was very important for Maxprint and Dazz”, says the commercial director.
Today, the biggest challenges faced by distributors are the instability of the Brazilian economy and the offer of products that exceed the expectations of brand consumers, and with a well-adjusted price at the point of sale, explains Leandro. “We believe that the search for tax simplification, the offer of credit and the reduction of interest rates are factors that would help stimulate the distribution sector.”
MAZER
Rogério Fluzer, president
Mazer has good expectations for 2024, says the president, Rogério Fluzer. “The partial renewal of the park, which occurred during the pandemic, the drop in interest rates and the need to increase processing capacity in companies are factors that contribute to the consumption of IT in the corporate environment increasing above average. We expect double-digit growth this year.”
Credit and the cost of capital remain distribution challenges. “Stimulating investments in technology, through special lines of credit, reduced interest rates and deadlines for the modernization of equipment and software parks aimed at increasing productivity and innovation in companies would be important.”
MINI MEN
Allan Yang, CEO
The prospects for 2024 are linked to the company’s participation in the Eletrolar Show, says the CEO, Allan Yang. “At the fair, we seek to significantly expand our market presence, with the aim of reaching all Latin America. We are eager to provide everyone with the opportunity to learn about the essence of our brand, aiming to gain recognition and trust from a wider audience. We expect a 30% increase in revenue compared to last year.”
“In 2023, we will invest heavily in several areas, such as service, after-sales and, support, as well as in offering high-quality products, the result of research to identify trends.”
In 2023, the company invested heavily in several areas, such as service, after-sales, and support, as well as in offering high-quality products, the result of research to identify trends, aiming for the full satisfaction of its customers and employees. “Uncertainty regarding market acceptance makes the production process a real challenge,” says the CEO.
In logistics, it also faced obstacles, from the shipping and arrival time of products to concerns about safety in some cases, says Allan. “We already ship to locations close to our warehouses, but we recognize that, for customers in more distant regions, we are still subject to current carrier limitations. We are evaluating ways to improve this area, while maintaining a focus on transport efficiency and safety.”
MOX DOTCELL
Hassan Ali Abdallah, President and CEO of Mox Dotcell
It is working to increase revenue by at least 18% compared to 2022, says president and CEO, Hassan Ali Abdallah. “In the first two months of 2023, the scenario was more positive thanks to our work, the quality of the products and the sales team. This keeps our customers loyal.”
This year, the company is investing in many new products, says Hassan. “We tripled our investment in marketing to further strengthen our brands. We will hold several events and, for the 12th time, we will exhibit at the Eletrolar Show.” For the CEO, the tax burden penalizes companies, which also face infrastructure problems and transportation costs.
NEWEX/OEX
Marcelo Sztajn, executive director
There is optimism about 2024, says the executive director, Marcelo Sztajn. “We have plans to grow by double digits. The management team works to implement strategies that drive financial performance. Ongoing projects will benefit the company in the market and the exploration of opportunities. In 2023, we will invest in launches, strategic partnerships, and technological innovations.”
Among the sector’s challenges are the complexity of the global supply chain and efficient inventory management. “Economic stimulus measures would be the implementation of tax incentives, improvements in logistics infrastructure, facilitation of international trade and specific credit lines. These actions reduce costs, increase operational efficiency, and promote sustainable growth”, says Marcelo.
NOVA DIGITAL
Alex Lee, director
The revenue expectation for 2024 is at least double that recorded in 2023, says the director, Alex Lee. “This is because the market in which we operate, home automation, is growing exponentially. We also must consider our investment in different areas of the company, such as advertising and expansion in product development. Our biggest achievement was realizing that we are on the right path for Nova Digital to become a reference in the automation market, with quality, diversified products, cutting-edge technology, and modernity.”
“Investment in the technology sector, without a doubt, would make more people, companies and large corporations interested in automation. Looking to the future, we want to further expand distribution so that different sectors can use automation technology to their advantage.”
Today, the company’s biggest challenge is maintaining the variety of products in its catalog despite high demand and while developing new equipment. “With the time it takes to develop new products, as well as testing, manufacturing, mass production and transportation, we look for ways to speed up new projects and new orders so as not to leave our distributors without merchandise and ensure presence in more and more Brazilian smart homes.”, says the director.
In the economy, Alex defends investment in the technology sector. “Without a doubt, it would make more people, companies and large corporations interested in automation. Looking to the future, we want to further expand distribution so that different sectors can use automation technology to their advantage.”
PEINING
Victor Yan, president
The outlook for 2024 is for the company to achieve growth three times higher than last year, says the president, Victor Yan. “This projection is based on gaining new customers and strategic expansion into several regions. With our approach focused on product quality, differentiated service and continuous innovation, we will achieve this goal.”
The sector faces challenges, such as fierce competition, the complexity of Brazilian tax burden, the threat of product counterfeiting and the need to reach customers in geographically distant regions. “Strategic partnership with employees in remote areas is essential to overcome these challenges and expand our presence effectively”, explains Victor.
RCELL
Alexandre Della Volpe Elias, CMO
In 2023, the company achieved great results, going against the sector’s downturn, says the CMO, Alexandre Della Volpe Elias. “Achievements included successfully adapting to new challenges, implementing innovative technologies, and creating a resilient and adaptable organizational culture. In 2024, expectations are quite good, revenue is expected to be higher than in 2023.”
“Retailers are exploring alternative points of sale, such as airports, bus terminals and train and metro stations, offering new opportunities for the distribution of electronics.”
The distribution sector is moving towards a more technologically advanced approach. “It is crucial to be aware of the opportunities and challenges that each process presents, understanding the maturity of the business and how it can evolve. We are focusing on improving the sector’s data processing, which allows us to uncover opportunities. While efficient logistics focuses on optimizing operations, data processing by Rcell aims to enhance market strategies and strengthen relationships with customers”, explains the CMO.
In retail, the trend is towards greater integration between physical stores and e-commerce, says Alexandre. “The adoption of artificial intelligence in retail could have significant implications for the distribution of electronic products. This technology can improve credit analysis, staffing, assortment, and inventory management. Additionally, retailers are exploring alternative points of sale, such as airports, bus terminals and train and metro stations, offering new opportunities for the distribution of electronics.”
SAFEWELL BRASIL
Marcos B. Sassón, commercial director
It expects growth due to its new high-technology lines, says Marcos B. Sassón, commercial director. “We want to reach the maximum of the Brazilian market for security items with our line of safes for hotels, homes, hospitals, and offices. We also have an exclusive line with six models of locks from the Lock Alarm brand and two models of biometric padlocks, which do not require the use of keys and come with a USB charger.”
The brand has after-sales service with a lost key replacement service, unique in Brazil. “The biggest challenges in the sector are logistics and the arrival of virtual demonstrations far from our distribution center. Import taxes should also be lower, which are the most expensive in the South American region”, says Marcos.
SANTANA IMPORT
Rodrigo Martins, CEO
In 2024, it aims to achieve significant growth in revenue and market share, says CEO, Rodrigo Martins. “We are very optimistic. We believe that the strategies and reformulations adopted in 2023 will result in an increase in revenue in 2024. Among the achievements in 2023 are our direct channel with the end consumer and strategic partnerships with licensed products. In the large retail channel, we are increasingly stronger.”
To boost the sector, Rodrigo considers the adoption of some measures to be beneficial. “Incentives to qualify the workforce in Brazil; balance import taxes with direct sales to China x final consumer; and the same rule of standards and certifications for products entering Brazil.”
SOLUTIONS 2 GO DO BRASIL
Glauco Bueno, sales and marketing director
Expectations for the year are high, says sales and marketing director, Glauco Bueno. “We came from very challenging years, of extreme volatility and unpredictability. We hope that 2024, after a year of the new government, which managed to approve strategic agendas in Congress, will be more stable, still challenging, but with more predictability in general. Our revenue will be higher than in 2023, we have always grown in sales.”
“It is urgent to reduce interest rates and the fiscal deficit. If both indicators improve, we are very confident that 2024 will be a year with excellent prospects and results.”
Among the achievements of 2023, Glauco cites the fact of having established S2G as a new player in the electronics market, with ROKU distributions. Plus, the high results obtained in the distribution of the PlayStation line. He points out, however, that the lack of credit is a major challenge for the sector. “The unstable phase of Brazilian retail caused credit insurers to become even more restrictive”, he explains.
Lower interest rates undoubtedly stimulate the sector, says Glauco. “We have macroeconomic indicators heading towards positive stability, a falling unemployment rate, an increase in purchasing power, even if timid, inflation under control, an exchange rate on a stable path, retail and consumer confidence rising. It is urgent to reduce interest rates and the fiscal deficit. If both indicators improve, we are very confident that 2024 will be a year with excellent prospects and results.”
SOMECO
Marcelo Palacios, geneal manager
There is confidence in 2024, says the general director, Marcelo Palacios. “Someco expects growth, which will be driven by the continued development of the distribution of the Telefunken and Blaupunkt brands in physical and online retail. The first half of 2023 was quite challenging for retail, which limited the conditions for several players to implement innovations in their product portfolios and consumer service models. In the second half of the year, the business environment began to show signs of improvement, which contributed to excellent adherence to our brands and Someco’s business proposal.”
“This quarter, we will present several new features in Telefunken’s line of small appliances, with emphasis on a complete family of air fryers and air ovens, with large capacity models and differentiated features.”
This year, the company will present several new features in Telefunken’s line of small appliances during the first quarter, says Marcelo. “We highlight a complete family of air fryers and air ovens, with large capacity models and differentiated features.”
With inflation under control, there is room for the cycle of dropping interest rates to continue during 2024, which could favor the reinvigoration of consumption. “However, a persistent problem in the Brazilian economy is the high level of debt among the population, with more than 75% of families in debt and more than 25% in default. So, if there is some level of financial recovery for families this year, consumption capacity will be affected in the short term, but will produce sustainable benefits for the economy in the medium and long term”, explains Marcelo
SUMMERLAND
Hicham A. Hamze, director
For 2024, the company has very optimistic expectations, says the director, Hicham A. Hamze. “We believe that, with the expansion of the electronics market and the launch of new products, we will be able to surpass 2023 revenue. Last year’s biggest achievements were the consolidation of strategic partnerships, the increase in market share and the successful introduction of innovative and differentiated products. We started to operate more intensely in the personalization and exclusive products segment.”
“Meeting demand with quality products quickly and efficiently is one of the sector’s main challenges. Especially in the electronic market, where there are numerous distributors and products have a very short life cycle.”
Meeting demand with quality products quickly and efficiently is one of the segment’s main challenges, explains Hicham. “Especially in the electronic market, where there are numerous distributors and products have a very short life cycle.”
To stimulate the distribution of electronics, some measures are of high importance, says the director. “It would be essential to implement policies that facilitate international trade, reducing tariff barriers and simplifying customs processes.”
TS2
Pedro Martins, CEO
The holding, which represents international brands in Brazil in the maker culture niche and has its own brand, has good expectations for 2024, says the CEO, Pedro Martins. “The projection is that our growth will be 15% compared to 2023, with all TS2 Group brands.” Among the brands are Silhouette and X-Tool, the most important.
With business potential in the B2B segment and a strong audience in B2C, the company considers its biggest challenge today to be reaching relevant networks to introduce its niche products. The goal is to expand the business. “We will invest in commercial actions, new contact channels, fairs, such as the Eletrolar Show, and large retail accounts”, says the CEO. The holding is also present in retail marketplaces.
VENTION
Adeilson Hideyuki Yokota, commercial director
The expectation is that it will be a year of solid and sustainable growth, says the commercial director, Adeilson Hideyuki Yokota. “Based on the projections and strategies we have implemented, we believe that revenue will exceed that obtained in 2023, which was a year of great achievements, such as the expansion of our network, the strengthening of partnerships with key suppliers, and the introduction of new products in the Marketplace.”
The sector has great challenges. “The biggest are increasing competition, pressures on operational and logistical costs, and increasingly demanding customer demands for speed, efficiency, and an improved shopping experience. For a more favorable environment for growth, specific economic measures are necessary, such as reducing bureaucracy and tax burdens on companies in the sector”, says Adeilson.
WAVEONE
Fernando Alves Jr., executive director
The year 2023 was one of structuring, says the executive director, Fernando Alves Jr. “WaveOne is recognized in the home cinema audio market, aimed at the B2B segment. In 2023, we will start working for the end consumer with the new WaveOne Life Line. It consists of plug and play items such as soundbars, portable speakers and headphones, available throughout Brazil through strategic partners.”
“In 2024, we will launch our WaveOne Channel Program, precisely to support our partners with various benefits and commitments focused on transparency.”
In 2024, the company’s objective is to work on brand recognition among the end consumers. “We have a very exciting plan for him to experience the quality of WaveOne products. Furthermore, the professional line continues with several launches and continuous growth. We invest in qualification and constant improvement of products”, says Fernando.
In the sector, one of the biggest challenges is the customer experience, whether in the physical or digital world. “The company seeks to be close to partners, channels, and end consumers. In 2023, we began a considerable effort to work on brand recognition with the end consumer, in addition to strengthening it with training and materials that promote its visual identity and recognition at points of sale. In 2024, we will launch our WaveOne Channel Program, precisely to support our partners with various benefits and commitments focused on transparency”, explains the director.
WEI IMPORT
You Lei, spokesperson
In 2024, it expects to further expand its reach and gain a greater number of customers, says the spokesperson and general manager, You Lei. “Revenue will certainly exceed 2023, driven by the company’s growth strategy. company. In 2023, we have already had a successful expansion and gained a diverse customer base.”
Stimulating the sector can come through the adoption of several measures. “Some of them are encouraging the modernization and automation of distribution processes, investment in transport and logistics infrastructure, as well as the creation of specific credit lines for public-private companies to improve transport infrastructure and reduce logistical lacks”, says You.
WIWU
Ali El Zein, president
The company, which invested in a complete line of products, has great expectations, says the president, Ali El Zein. “With the new investment made, we intend to grow, in 2024, at least, 30% to 40% compared to last year.”
Today, in the sector, the biggest challenges are in logistics, deadlines, and price. “Consumers are increasingly demanding, and logistics companies are becoming more expensive. Distribution is based on road transport. Therefore, it is important to subsidize diesel and give tax incentives to transport companies, as well as increase the Simples Nacional limit, which has not been adjusted for years”, says the president.
WYLIE TOOLS
Vinicius Lu, managing partner
The company, which operates with products for electronics such as cell phones, computers and audio and video, aims to make further progress this year and overcome challenges, says the managing partner, Vinicius Lu. “They can involve rapidly evolving technology, ensuring availability of specific parts and managing inventories to meet changing demand.”
Economic measures could stimulate the sector, says Vinicius. “Among them, tax incentives for logistics companies, investments in transport infrastructure and facilitation of customs processes to speed up import/export.”
X-ONE
Breno França, CEO
Growth in capital and in the relationship with active customers is the expectation for 2024, says the CEO, Breno França. “One of the goals is to strengthen this connection, bringing us even closer to customers who already have a lasting partnership with us. Revenue in 2024 is expected to exceed the 2023. It was a year in which we managed to significantly expand our customer base and increase revenue by 60% compared to 2022. We maintain high expectations, especially as the beginning of 2024 showed a more dynamic.”
“In distribution, there are two main challenges. Logistics, which requires significant improvements, and the tax issue, with an emphasis on tax taxation. An example is the ICMS rate differential, which negatively impacts distributors and retailers.”
In distribution, there are two main challenges. “Logistics, which needs significant improvements, and the tax issue, with an emphasis on tax taxation. One example is the ICMS rate differential, which negatively impacts distributors and retailers. Our big challenge is to ensure that products reach retailers at a reasonable cost, minimizing variations caused by the incidence of ICMS”, explains the CEO.
As a stimulus, a more robust public credit policy would benefit the sector, retail, and small entrepreneurs, says Breno. “The government should consider subsidized credit lines, based on companies’ tax contributions. This would boost capital in the sector. It would also be beneficial to increase the revenue limit for categories such as MEI and ME, allowing them to expand their growth capacity and tax contribution. And tax simplification, especially the unification of ICMS into a single national tax, would have a very positive impact on the market.”
XT RACER
Agnaldo Valentim, general director
Its projections for 2024 are optimistic, based on continuous innovations in design, functionality, and product quality, says the general director, Agnaldo Valentim. “We foresee growth exceeding 2023 revenue. Among the biggest achievements in 2023, we highlight the successful launch of a line of tables, shelves, racks and peripherals, and another of Office chairs.”
Today, the sector’s biggest challenges are logistics, real-time inventory management and adapting to changes in consumer preferences. “We are focused on strategic partnerships and investments in technology to overcome these challenges, ensuring an effective supply chain and fast deliveries”, says Agnaldo, who proposes government measures that support the modernization of logistics infrastructure and encourage the digitalization of the sector.
YEEKO
Yuzhuo Liao, CEO
The expectation is for growth in the online channel, aiming for a profitable and sustainable year for the company, says the CEO, Yuzhuo Liao. “Our goal is to grow together with our customers. This year, we hope to have a higher profit than that obtained in 2023.”
For Yuzhuo, choosing products and efficient logistics for optimized deliveries are the biggest challenges in the sector. “Fast delivery builds customer loyalty, it is very important, but this is possible in São Paulo. In distant locations, the process takes longer.”
YGGY
Saulo Esteves, commercial director
Expectations for 2024 are the best possible, says the commercial director, Saulo Esteves. “The year 2023 was very challenging, but we reached the established growth goals. We increased market share in the segment and expanded our product range. Revenue will certainly be higher in 2024.”
Constantly innovating in a highly competitive and dynamic market and increasingly strengthening relationships with commercial partners are challenges for distributors. “Responses to demands must be increasingly faster and more assertive. And, to stimulate the sector, it is essential to reduce taxes and simplify the fiscal apparatus that affects operations”, says Saulo.
Source: Eletrolar News Ed. 159 – Presidents
