Bogota, October 31st 2018 – During 2018’s third trimester, the Colombian market of Techno-logical Consumption Goods (TCG) presented a growth in sales value and units of 4,8% and 7.2%, respectively compared to the one presented on the same period of 2017; Neverthe-less, compared to the previous Quarter, the TCG market evidenced an increase in sales units with a decrease in sales value.
The third trimester of the present year was mostly influenced by promotional events online and activities among the main retailers.
Being a world cup year and due to the high interest that this event generated in Colombia, the retailers placed their stakes on expanding the television category by using advertising cam-paigns related to the world cup and sport’s figures such as James Rodríguez to increase their sellout levels. These strategies were adopted as well, by other categories such as cool-ing. However, by the ending of the world cup season, immediately the market faced a gener-alized deceleration in consumption, mainly marked by the consumer electronics’ sector.
|Q4 2017 M. COP||Q1 2018 M. COP||Q2 2018 M. COP||Q3 2018 M. COP||Q3 2018 / Q3 2017 / +/- %||Q1-Q3 2018 M. COP||Q1-Q3 2018 / Q1-Q3 2017 +/- %|
|Consumer Electronics (CE)||783,852||602,466||872,477||597,004||-5.0%||2,071,947||21.2%|
|Major Domestic Appliances (MDA)||572,154||551,148||564,748||598,039||6.1%||1,713,935||6.9%|
|Small Domestic Appliances (SDA)||71,594||59,972||56,918||64,761||7.7%||181,651||2.7%|
|Information Technology (IT)||332,375||340,600||294,245||360,106||7.1%||994,951||1.6%|
|Office Equipment & Consumables (OE)||31,827||45,970||37,312||40,610||-1.5%||123,891||4.8%|
|GfK TEMAX ® Colombia||3,169,455||2,615,269||2,726,890||2,302,789||-15.0%||7,644,948||-4.1%|