The distribution faces this year a Christmas campaign without a state of alarm or restrictions on stores but with problems other than those of 2020, such as the increase in costs (raw materials and energy) and above all tensions in the supply chain, For the lack of chips from China and problems with transportation.
The technology and home equipment companies foresee a Black Friday "of added value", with higher average prices because the products "will have an innovation component", although the important offers from other years will be maintained. The forecast is to have sales greater than those of 2020 and those of 2019, pre pandemic.
Companies such as Media Markt or Leroy Merlin, who have a lot of weight in sales during the Black Friday and at Christmas, they confess that they will not move the climb of their costs at prices in order to preserve the essence of this discount campaign, although there will be Products with superior average value. Phones, refrigerators, dishwasher, computers, DIY products ...
This Christmas "We can not allow us to move up to the product and we are juggling for it. Another thing is that there is an innovation on a product that gives an added value and this makes the price average rise," said Samuel González, director From Media Markt shopping, during the Great Consumer Congress celebrating these days AECOC, the Association of Companies and Harbor Manufacturers.
"We have been adapting our supply chain for months and anticipating ourselves not to move these uploads, this moment is an opportunity to make a cost revolution, on the packaging, for example," says Eduardo Nussio, Market Director of Leroy Merlin.
For Daniel Molero, Samsung's vetna B2C director, "the challenge of manufacturers is to contribute value, but this is going to tense many companies that do not have that ability to adjust their chain." He does foresees, like the rest of managers, an increase in the average price of the product at the Black Friday, but because "there will be products with a greater component of innovation".
"The new proposal of distribution is to offer different solutions, innovation, technology or sustainability," said Manuel Royo, Marketing Director of Beko, brand appliances.
The technology and home equipment companies have been supplying and making stock gathering months, to avoid delays in product shipments in the months that come. The increase in maritime transport from China, supply problems in many of the Asian factories and the microchips crisis can cause a "very punctual but not widespread product" problem, says Media Markt's executive.
Food enterprises warned yesterday on the first day of this Congress of the Risks of the Rise of Costs and did recognize that they are transferring the increases at the price of their products.
Date Of Update: 21 October 2021, 15:12
