Paulo Cesar Benetton (left), commercial manager and Rogério Sampaio, CEO from Cecrisa/Portinari commemorated 2 million dollars in business at Cersaie.

With 1,078 exhibitors and 91,935 visitors from October 2-6, 2007, Cersaie was the biggest ceramic show in the world this year. One of the 32 exhibiting countries was Brazil with only 5 companies showcasing their products to the world’s top consumers. Following the trends allowed these companies to have a good outcome at Cersaie. The overall impression of Antonio Carlos Kieling, CEO of Anfacer, the Brazilian Ceramic Tile Manufacturers Association, was the beauty of the stands that emphasized the concepts of living, aesthetics, beauty and welfare. Acording to Kieling, the Brazilian companies were extraordinary with very good results. The main products were metallic, wood and porcelain tiles.

Eliane participated for the 21st year at Cersaie and presented high-end porcelain metallic tiles along with intimate products for the house.

Results

According to Paulo Cesar Benetton, commercial manager of Cecrisa/Portinari group, his company expects to make U.S. $2 million sales due to the show. Metal tiles and formats such as 60x60 cm and 60x120 cm were the top sellers at the fair. The company highlighted its collections Perception, Tramas, Connection and Ellement. Marcus Amato, export manager from Gyotoku expects a result of 380,000 euros with its porcelain tiles collections such as London (60x60 cm), Zeus (60x120 cm), and Croma Series. Amato states that: “These numbers reflect our efforts directed to the European market and the debut at new ones as India and Arab Emirates.” This new array of options helps the company to improve its results, but the European market is still the main asset of the company. To Luiz Felipe Brito, export manager from Portobello, results were also very positive: “We could attract a great quantity of new clients, mainly Europeans,” he states. Brito also points that they could open new areas in South America, Asia, Africa, Middle East and Australia. Main tiles where the Limestone, Essencial, Travertino and Walking. Ceusa brought to the fair its high shiny products, total polished tiles with stone and wood textures and high-class complements: Natura, Trebbia and Rapolano lines and also sating textures of natural stone. Eliane made its 21st exhibition at Cersaie in a 132 square meters stand with its new porcelain tile collections and also new trends on interior tiles.

Anfacer and friends at the dinner gala reception to celebrate 25 years of Cersaie; the group promoted the Revestir Brazilian fair and discussed important matters of the industry.

Trends

But how should the companies design their strategies to follow the trends? Kieling thinks that Brazilian companies will diversify their products, but maintain their identity. “Brazilian Brand” has to be aimed as a long-term project. It is something that we shall pursue as the image we have in soccer where Brazil is a reference, states Benetton from Cecrisa. For him, the distribution is another key point, and the exchange rate as well. Gyotoku searches new markets and that is why Cersaie and Cevisama are so important for the company. Kieling points that the fair was important also to promote Revestir’s fair, the Brazilian international ceramic tile fair, that will be held from March 11 to 14 in São Paulo. Besides the promotion of the fair, Anfacer also had meetings with Cofindustria Ceramica to know more about the Italian projects and to discuss market issues, China and the world ceramic forum.