São Paulo – Big 5, the world’s largest fair in the building sector, should be promoted from November 21st to 24th, but there are already Brazilian companies with their bags packed for Dubai, in the United Arab Emirates, where the exhibition will take place. Every year the event brings together the main builders, architecture offices and other companies in the sector. It is an opportunity for those who aim to expand sales in the region and make their brand better known. As in previous editions, the Arab Brazilian Chamber of Commerce and the Brazilian Export and Investment Promotion Agency (Apex) are promoting the Brazilian pavilion.
According to André Araújo, the export director at Deca, a factory of bathroom ceramics and metals, the Big5 is a way of promoting products and attracting buyers. To him, having the support of the government of Brazil through the Apex helps business. “We participated [in the fair] last year. We felt how the Arabs appreciate the link with the government of Brazil. They (clients and partners) understand that the government takes the best companies in the country to the event. The government grants credibility to the company,” he said.
Deca has a representative in the Emirates and, from there, sells its products in the Arab world’s luxury market. Although sales have already been made to Oman and Qatar, the company is still concentrating its efforts on consolidating its position in the Emirates. Araújo believes that company revenues with products sold in the Arab world are still small and investment should bring results in the long-term. “We have no target [at the fair], what we want to do is support the distributor and maintain good relations. It is a long-term project,” he said.
Exhibiting products at the Big5 and counting on the Arab Brazilian Chamber and Brazilian government’s support are two of the Deca foundations for winning consumers in the region. Relations are the third. Araújo said that participating in the da Big5 is very important, but is not an isolated act by the company. He travels to Dubai twice a year and also brings Arab representatives to Brazil. Occasionally, the representatives are met at other events. During promotion of the Big5, Brazilians and Arabs will visit architects and will meet potential clients.
Debut
A producer of bathroom metals, cabinets and hydraulic accessories, Astra has already participated in other fairs worldwide, but is going to Big5 for the first time. Why? “Astra already sells to some Arab markets, but wants to invest in fairs to expand its client base and learn more about the markets in question,” said Fernanda Rezaque, who is responsible for company exports to the Middle East.
Astra already sells US$ 600,000 a year to the Arab world. The main clients are in Algeria, Lebanon and Dubai. Among the products most traded, prominent are two-piece toilets, toilet seats, mirrors and whirlpool tubs. To the company headquartered in Jundiaí, in the interior of São Paulo, the Arab market may still expand its share in company sales. “The Arab market currently represents just 8% of our revenues, but, in the short-term, we want higher value-added products and aim to double this total,” said Fernanda.
Since 2006
Itagres, in turn, a producer of marble and ceramic products, has been participating in the Big5 since 2006. The company aims to use the event to expand its relations with clients and distributors in the Arab world. “The objective is to present Itagres and Porcellanati releases, strengthen trade relations with existing clients and prospect new clients to expand sales in the region. Our target is to reach revenues of US$ 1 million with both companies [at the fair],” said Fredy Spegel who is responsible for company sales to the Middle East.
He bets on greater sales to the Arab world in the short term. Revenues of US$ 1 million are expected at the fair, but the target is to reach sales of US$ 5 million a year in countries in the region. The company strategy is to increase the number of countries in which products are sold. Currently, the company from Santa Catarina has a representative that sells to Saudi Arabia, the United Arab Emirates, Jordan, Kuwait, Oman and Syria. Sales to these nations currently represent 30% of Itagres exports. The company now aims to sell to all nations in the Middle East and plans to use the Big5 to reach this objective.
Service
Further information about the Big5 may be obtained from Clarrisa Marchioreto, at the Business and Market Department at the Arab Brazilian Chamber. Tel.: (+55 11) 3147-4139.
*Translated by Mark Ament
