Electronics & Home Forum: A new space for debate to think about the homes of the future

CWith the presence of manufacturers, distributors, retailers and industry leaders, the first edition of Electronics & Home was held Forum, an event that seeks to consolidate itself as a reference space for the technological and home consumption ecosystem in Argentina.

Among the speakers, Milagros Bin, from NielsenIQ Argentina, stood out, who referred to "Consumer preferences in times of double-digit recovery", the Undersecretary of Consumer Defense, Fernando Martín Blanco Muiño and Nicolás Giraldez Ballestrasse, from the Argentine Agency for Investment and International Trade, who addressed the topic "From the consumer to the internationalization of the industry." The business panel included the participation of executives Fernando Novoa (Electrolux); Pierino Mastronardi (Goldmund), Ezequiel Brusco (Newsan) and Marcelo Srbovic (Visuar), who, as leaders of the sector, contributed their vision on the topic “Connecting with the consumer of the future.”

They all agreed that the market shows signs of recovery, although at uneven rates, and that companies must plan cautiously while still betting on innovation and sustainable growth. The meeting closed with a networking space that reinforced one of the main objectives of the Forum: to generate links and conversations between the different links of the value chain.

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The day was moderated by journalist Federico Seeber, and aimed to generate exchange between the actors key to the sector.

Fernando Novoa, General Manager of Electrolux Argentina.

"I celebrate these spaces where we can exchange opinions with colleagues. The business model is changing. There are more significant changes throughout the value chain, we are moving to a more open system. This transformation implies that companies must be more agile and competitive to survive in a global scenario. Going forward, we see a market that will continue to grow at other rates. We are a diverse society and that is how our companies have to be. I am optimistic, there is space and great opportunities in this new reconfiguration."

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Pierino Mastronardi CEO of Goldmund S.A.

"Before, the market was driven by demand and the consumer could place their savings capacity or excess disposable income. Then we were the item that was in the consumption pyramid; today between the income class that has difficulty consuming our goods and those with medium and high incomes who consume other types of goods, such as travel or personal investments, we have the challenge of being a supply-driven market. Those of us who are wholesalers, and retailers, have to see how to work on that. We believe that the market will have higher growth rates reasonable.”

Marcelo Srbovic General Director of Visuar S.A.

"We are planning a more conservative second half of the year, with the expectation of having a more positive reaction from the market. The challenge is to know how to manage, both in the industry and in retail, the assortments, and from the industry to have a much more innovative offer. We are working on the identity of our products to reach retail and accompany the consumer like never before. We are with that mix: some categories push and others try to survive. This also leads us to be very careful in the decisions. In industries there are no longer long cycles, so, clearly, the “The issue is to be more united and connected.”

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Ezequiel Brusco Business Manager de Home Appliances en Newsan

"We find a consumer who finds different stimuli and the pocket competes with multiple places. There is a very competitive and much more analytical buyer, with a different way in the logic of the purchase, and the price continues to be the key variable. There is a reconversion of multiple variables and it is very important to grow in sales but be very efficient in the operation. I share that there is an optimistic scenario for the second part of the year and we are contributing to make it more accessible for the consumer, but we know that there may be milestones in the middle in a global scenario and such a dynamic place.”

The analysis of the sector was topic del Electronics & Home Forum

MIlagros Bin, Customer Success Retail Vertical Lead of NielsenIQ Argentina, was a speaker at the talk “Consumer preferences in times of double-digit recovery”, where she gave relevant information about the market and the results obtained in the first semester.“The home appliance market grew by 41% in units leveraged by greater assortment, slowdown in prices and greater financing,” he said, and expanded on this data by detailing that physical sales points grew by 43% in units, above the average. Regarding the channels, Bin said that specialists and marketplaces gained share compared to last year and the sectors with the highest growth were White Line, Small, IT and Telecom, while Brown Line and Air Conditioning grew below average.

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Strong recovery of the sector with clear omnichannel consumption

LMilagros Bin's presentation at the Electronics & Home Forum, with data from Nielsen IQ, clearly showed the main results of the Technology and Durable Goods market in Argentina, according to which the outlook was one of clear recovery for the sector between January and May.

This growth is explained by the combination of the inflationary slowdown with better financing conditions, partial recovery of real wages and an expansion of the product range.
These numbers show a reconfiguration of consumption, with a strong shift towards functional products for home and work and a notable interest in technological equipment.

The most explosive growth occurred in Línea Blanca, as the graph shows, driven by greater assortment, more competitive prices and also financing facilities.The notebooks with the greatest growth were those with an average price of up to $400. In smartphones, 50% of the models sold are recent launches, and devices with prices above $400 are growing strongly.

A more omnichannel and digital consumerThe online channel represented 56% of the total units sold in the year. The omnichannel experience is consolidated and 63% of consumers use their cell phone to buy online.

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The industry too was the subject of analysis

As part of the important conference cycle of the Electronics & Home Forum, Fernando MartínBlanco Muiño, Undersecretary of Consumer Defense, and Nicolás Giraldez Ballestrasse for the Argentine Investment and International Trade Agency, addressed the topic “From the consumer to the internationalization of the industry.”

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