During the first three months of 2024, TV imports increased by 6% compared to the same period last year. This translates to external purchases exceeding US$85 million, up from US$80 million in 2023, according to figures from Dane. Nicolás Sierra, Commercial Manager of Fresh Foods at Grupo Éxito, highlighted that sports events like Copa América, Eurocopa, and the Olympics are a major draw for viewers. He added that this trend requires merchants to be prepared to meet demand in three specific categories: appliances, textiles, clothing, and liquors.
«When a season like Copa América, the Olympics, and the Eurocopa is approaching, we must be better prepared to meet the demand in electronics categories, especially televisions, where there is a trend towards acquiring larger screens or dimensions in Colombian homes,» said Javier Díaz Molina, president of Analdex, the Colombian foreign trade guild. He added that the sector’s expectation is to achieve double-digit growth in this category and anticipates that this situation will boost internal consumption, considering the challenging import figures so far this year.
These sports events stimulate regular consumption because they have a significant impact on sectors such as technology, textiles, alcoholic beverages, among other categories. «But it is necessary for the National Government to promote measures that stimulate domestic trade, especially when we have seen stagnant internal consumption during the first months of 2024,» said the guild leader.
Regarding the liquor category, Grupo Éxito’s expectations are also high, as they expect growth of over 20% this season, driven by the consumption of wines and whiskies. Between January and March 2024, wine imports reached US$15 million, representing a 21% increase compared to the first quarter of 2023, when external purchases of this product reached US$12 million, according to Dane figures.
Likewise, according to Analdex, this mid-year season with sports events could help reactivate, to some extent, barley or imported beer categories, as well as textiles and clothing, where consumer demand could slightly rebound. It is worth noting that during the first three months of 2024, textile and clothing imports reached US$631.2 million, a 1.1% decrease compared to the same period last year when imports reached US$638.2 million, according to Dane.
The guild leader said that entrepreneurs need adequate logistical conditions, as damages to national roads and highways affect the arrival of goods throughout Colombian territory. «It is key to work on having adequate logistics, which involves resolving internal bottlenecks in freight transportation, improving road conditions, and providing support with the entities responsible to avoid problems with roadblocks and vandalism on national highways,» said Díaz Molina.
While for Nicolás Sierra of Grupo Éxito, entrepreneurs face significant challenges when importing. Among the main challenges are the country’s logistical difficulties, along with the local taxes that must be paid. «Like all imports in Colombia, these also face logistical challenges, road transportation, and security, which we have seen deteriorate in land transportation. In the case of the liquor category, additional local taxes must be paid, and departmental revenues must be legalized in each of the municipalities where the liquor is taken,» Sierra concluded.
