There are still 217 days before the World Cup in Qatar, but the TVs are heating up. As happens every 4 years, the highest soccer tournament stimulates demand and accelerates technological change. It’s not just that. In these days and without much luxury, many international brands have come to the country to compete with Samsung, Philips, Noblex, the leaders. unique among all Motorola’s debut, the cell phone manufacturer venturing into the business in conjunction with Newsan. The Fuegian group Hisense will be launched again this weekof Chinese origin and sponsor of FIFA and the World Cup.

Xiaomi, another mobile phone giant, has introduced several models in Argentina through its local partner, Solnik, and Argentine group Libson has launched Siera, a brand created in Hong Kong. Such moves are expected to be a busy year for the category. In the industry, they plan to sell 3 million units (20% more than in 2021), but the number may be higher if the National Team advances in the competition.

Based in Tierra del Fuego, Newsan is deepening its relationship with Motorola, which is owned by China’s Lenovo. Days ago, presented the first 4 TV models of the brand (32 “, 43”, 50 “and 55”) and then they will add 65 and 75-inch screens. “This is a line with specifications for the upper part of the pyramid,” said a company source. The high range, the one with the highest ticket, is the one who introduces the latest innovations. There has been talk of 8K, which suggests a definition 8 times higher than full HD.

The high sales season has not yet begun. Coincidentally there are still 7 months before the World Cup starts (November 21) and “there is still no time”. However, manufacturers and retail chains The first pre-sale plans are already in question, which implies a year -round TV supply guarantee. “At the World Cups they sell a little more, but the main thing It’s the jump to bigger screens and has more meaning“, explained Federico Hellemeyer, head of APARTE.

“As an industry, you have to be very attentive to know how to take advantage, because the sales calendar is concentrated between May and November“, completed Eliseo Verón, a senior executive of Samsung. In the preview, they estimate that the game will start on May 30 (with the Hot Sale) and will continue until the World Cup starts.” If Argentina progresses to the tournament, This demand will continue and there will be more opportunities for brands “, he added. Not to mention if Messi plays in the final.

Hellemeyer insists that 2021 is not a bad year. From end to end 2.7 million units were assembled. According to consulting firm MRT (Market, Research & Technology), the brand ranking is led by Samsung (24%). Behind is Philips (17%), Noblex (16%) and then three brands from the Radio Victoria group: TCL (8%), Hitachi (7%) and RCA (6%). LG is one step below, with 5% participation. The picture may change with the entry of new brands. For now, “in the first two months of 2022, production increased by 11%Hellemeyer added.

Verón, from Samsung, agrees that sales were not too bad last year. “There is a conjunctural furor in Argentina. There is consumption because many pesos are circulating. A greater market than it is observed,” he details. In the market they evaluate not only the quantity but also the type of technology. Every World Cup makes changes. Flat screen TVs (2006), LCD (2010), smart and full HD (2014) and 4K (2018). 55 ”and 4K screens are emerging as Qatar’s aspirational model.

Fuegian companies have their interests. Almost all TV is made on the island. Samsung has Mirgor as a partner, which has now started making the latest model of its tablets, the Tab S8, in the country. Newsan retains Motorola’s license not just for TVs: from the company They clarified that they will soon add tablets and headphones. A major contract remains to be defined. Chinese Xiaomi is negotiating with BGH and Solnik (of the Etercore group) to make its cell phones. Negotiations are said to be in advance, but there is still no definition.

Last year, BGH terminated the agreement with Hisense. The brand has now passed into the hands of Newsan, which now plays in a variety of brands and in all ranges: Noblex, LG, Philco, JVC and Motorola. Libson, which makes small appliances, added Siera, a brand that targets the middle and lower segments. The company plans to produce 50,000 units this year, at least initially.