Anuário da Indústria de Implementos Rodoviários 2019

54 “ Exporting is a path that companies in the sector, especially the smaller ones, are beginning to follow and they are getting a taste for it.” That is how Norberto Fabris, president of ANFIR, describes what is happening in the implements sector after three years of intense effort with Apex-Brasil to literally expand the business horizons for Brazilian manufacturers. He recognizes, however, that the path is long. Historically, exports have accounted for close to 5% of production. A more significant level of trade would be an important outlet, especially in a situation such as existed in the four years up to 2018. “I imagine it would be healthy for the sector to export 15 to 20% of production,” says Fabris, who believes the current level of exports is not enough to relieve the pressure on domestic industry. Brazil produced 95,000 implements last year. Of this total, 4,100 products were exported. Although that was average, it was 20% up on 2017. The president of ANFIR, however, admits that tripling or even quadrupling the current pace of exports is a very bold goal. It demands not just years of effort but continuous work. “You do not start exporting today and tomorrow the company and the brand are consolidated in that market. We cannot start selling in one country and then not sell to it anymore. That kills any business,” says Fabris. The largest potential market for Brazilian implements, says Fabris, is South America and, a little more distant, Africa. He sees the best chance of success in exports, particularly for smaller companies, in more specialized products. “A very simple product, any country here in South America already manufactures. Now a more specific one requires training, expertise. It’s not just any company that does it,” he explains. Hence the importance of awakening the export spirit in as many companies as possible, especially in those who do not yet have the experience or structure yet. One of the strategies has been participation in international fairs. These are important institutionally and commercially. “We’ve taken an increasing number of members to events abroad. Of course, in crisis a lot of people put their foot on the brake and prioritize holding onto cash,” Fabris says. Since it was created in 2015 with Apex-Brasil, the Brazilian Agency for Export Promotion, the International Expansion Program for the Road Implements Industry (Move Brazil) has grown year on year. Exports could earn Brazilian companies approximately $ 73.2 million, calculates the entity. In the last three years, the Brazilian sector has contacted buyers from Argentina, Bolivia, Chile, Colombia, Costa Rica, Ecuador, Mexico, Panama, Paraguay, Peru, the Dominican Republic and Uruguay. The idea developed by Apex-Brasil to promote exports uses Brazilian trade missions to neighboring countries, market studies, business roundtables, international trade shows, and buyer projects, among other actions. In some cases, as in the mission to Panama, for example, importers from neighboring countries were invited, to optimize the action. At others, such as Fenatran in 2017, the option was to take advantage of the concentration of exhibitors and have a business round. International buyers then enjoyed the best showcase of products gathered in the same space. “This creative and efficient way of conducting business allows both Brazilian businesspeople to get to know the local market and importers to have a clear idea of the strength of our industry,” says Fabris. According to Apex-Brasil, the objective was to identify the competitive advantages in the sector and then begin networking between Brazilian entrepreneurs and international buyers. Since the first project, companies took to it almost instantly and it continues to exceed expectations. This shows we are getting it right in planning and execution. There are 61 The implements sector is stepping up its efforts to find new export markets No way back EXPORTAÇÕES | EXPORTS | EXPORTACIONES