NEWSAN'S VISION

Optimism and confidence in the reactivation of the market

Christian Stuhldreher, Television Category Manager at Newsan, said that after going through notable moments, such as the peak of 3.5 million units sold during the 2018 World Cup in Russia and a strong performance with 3.3 million units in the 2022 World Cup, in the last four months demand in the television market was concentrated, mainly, in the smaller models, those of 32 and 43 inches, which led the business and Together, they accounted for more than 60% of total sales.

“Facing the Copa América, and with the motivating figure of Messi, a rebound in demand for larger models is anticipated, especially during the Hot Sale in May,” he added. "On the other hand, the recent reduction in interest rates improved financing conditions by reactivating the installment system, which predicts a positive boost for sales in these segments."

BGH

Cautious optimism and a promotional campaign

Ramiro Martin, Business Manager of BGH, said that although the first quarter of the year is on the decline, it is expected to reach the last Q with consumption similar to that of 2023. We came from a market encouraged by financing plans and the advance of consumer demand due to expectations of possible devaluations, which occurred between September and December," he said. "We are facing a transition year, where costs, margins and supply must be adjusted to then be prepared for 2025."
Regarding the expectations before the Copa América, he pointed out that it always encourages consumption, although in the current context there are questions about the possibility of an increase in sales. “We are optimistic, but many times there is an advance in consumption that does not imply a real increase in demand when taking out the seasonality of the event in the quarter.”
BGH planned a communication campaign that invites users to keep their “breath mode” on with the brand's televisions. They also plan commercial and trade marketing actions to boost sales in the most important clients with the BGH and SHARP brands, both with the Google TV system.

SAMSUNG

A bet on screens larger than 70 inches

“During 2023, the market had a logical post-global shrinkage and the number of units was maintained, resulting in an increase in share in the high-inch segment,” said Eliseo Outes.
"We are optimistic about sales prospects and strive to offer quality products. At the beginning of the year, we launched the national 98" QLED model, with immersive image and sound. We estimate that the trend will continue to increase, with larger screens and greater integration of smart services to offer richer experiences for the user. One of the latest innovations is the possibility of scaling content to 8K resolution. The interest in screens larger than 70" reflects the demand for more intense visual immersion and an example is that in the year of the World Cup, the preference for this type of screens tripled compared to 2021. "We are excited about the opportunity presented by the Copa América. There is a television for every fan and we complement it with access to cloud games with Xbox Game Pass, integration with SmartThings, our application that personalizes and simplifies the user's life by optimizing the operation of home devices, and Samsung Knox, our cybersecurity platform that protects data.

LG

The second semester as the beginning of recovery

Diego Otamendi estimated that in the first Q the television market is falling around 40%, especially in the 55" or higher segment, which last year maintained a 20% share. "We hope that in the second half, and with the Copa América, it will recover, but this year there will be a drop and from 2.4 million units in 2023 we would be at 1.8 million," he said. He noted that the standard of demand is at 55” and in Argentina the jump to high inches is between 65 and 75. “The premium segment of the market is going towards QNED and QLED panels with mini LED technology, which are based on full array local dimming, on how the backlight tube manages to turn off and on by sectors,” he added. "These are difficult concepts to explain to the public, which is generally oriented towards the size of the television in inches and whether it is 4K, but panel technology is gaining ground in the public's interest, such as the case of OLED panels that are gaining a lot of strength. With interest rates falling, the Copa América and the Hot Sale in May should be the starting point for the year to improve compared to January, February and March. Without reaching the figures we had in the World Cup, we believe that the sale of larger screens will increase a little, as always happens with football events.