Survey conducted at the request of Sindmóveis shows the new consumer’s profile
In order to understand the impact of the new middle class on the exhibitors of Movelsul Brasil 2014, Sindmóveis Bento Gonçalves commissioned a survey of 100 companies participating in the fair. In addition to the new products exhibited during the event, the survey constructed a profile of the consumer of the companies that were interviewed.
The interviews showed that approximately 70% of the companies sell furniture to the middle class, and at least 20% target class C. Focused on this consumer, some exhibitors say that they have specific lines to supply this niche market. Artefama, based in Santa Catarina, for example, began to produce furniture aimed at the middle class in 2012, in the previous edition of Movelsul Brasil.
Some companies understand that investments in more popular lines generate results not achieved in any other market share, such as the high and upper classes. Having in mind the desires of the new middle class, manufacturing companies are investing mainly in machinery and technology. In addition to searching for new raw materials, they provide personnel qualification, research new trends and hire designers.
Although the South and Southeast regions concentrate most of sales from the exhibitors interviewed, 80% of them reported growing new sales to the Northeast. This is the Brazilian region that most gained new customers over the last decade, when 26% of the Northeastern population joined this group. Consumers who used to worry just about price are now taking into account design and comfort.
In this sense, Movelsul Brasil is a show for business and trends that is recognized mainly by medium-sized companies, which see it as an opportunity to have their products exhibited to buyers from all over Brazil, Latin America and other participating countries. The event, which runs until Friday, March 28, is also perceived as a chance to establish close and productive contacts with different shopkeepers and, as many report, this is a chance to start lasting partnerships with retailers.
