altAccording importing projection screens companies in Latin America, China is the main market is due to an issue of equipment costs that are below those produced in the United States. Chinese quality has improved in recent years.

By Richard St. S.

While in America we have a producer of technology such as the United States, almost 90% of imports of projection screens for commercial buildings in Latin America come from Asia.

According to data from Datamyne on imports of projection screens in the region during 2009 and 2010, 80% China has, in some cases reaches 90% of this market and with a tendency to keep growing.

And this is a market that increasingly focuses more on Asian countries, which both are characterized by technological development. So let him see the analysis of imports from Mexico, Chile, Argentina, Colombia and Brazil, which increasingly reduce the number of countries where they buy the screens.

China is the most relevant player among Asians. An example of this is Mexico, which during the 2010 imported the 93,94% of its projection screens from that country, which equaled 173.881 units for a value of US $ 63.015.320.

This represents a growth in units of 33% and payment 34,16 2009% compared to when he imported from China 130.737 units.

The second country that matters Mexico, with a much lower percentage, is Japan. Last year there were 6.026 units, which amounted to 3,26% of the market, representing a decrease compared to when they were 2009 7.900 units and a market share of 5,46%.

Despite the decrease in units in money there was an increase, it went from US $ 11.098.005 2009 in US $ 12.975.816 in 2010.

The third country is the United States, which he sold to Mexico 2.065 2010 screens, with a market share of 1,12%. Compared with 2009 had decreased since that year were units with 3.246 2,23% stake.

The other two countries that follow are Taiwan and Korea, which have not reached 1% of market share.

The situation is repeated
The case of Mexico is similar to the rest of the countries analyzed. Brazilian imports from China had a rise of 147,98% in number of units and the 128,85% in value last year compared with 2009.

In 2010 148.908 were screens, equal to 96,01% of the total market, at a cost of US $ 55.020.179, while in 2009 60.049 units were US $ 24.042.484.

The second country that sells screens to Brazil is America. This market showed a decrease of 39,94% in units, although it increased by 30,06% payment between the 2009 and 2010.

In total, they were 2009 4.241 units with a market share of 6,28% and a payment of US $ 5.191.933. To 2010 2.547 they fell units, with a market share of 1,64 and a payment of US $ 6.752.648.

The third place from where the screens Brazil is Taiwan. Among 2009 and 2010 she had a growth in units 5,44% and a decrease in payment 17,42%.

It also happens to Chile, which last year won a 83,01% of the total imports from the Asian giant with 51.608 units, for which it paid US $ 16.951.849,60. This represents a 12% growth in units and 10% increase in money compared to 2009 when 45.797 were imported units, and $ 15.349.479,25 paid.

United States is the second country. In 2009 2.227 were units with a market share of 4,08% for a total of US $ canceled 988.183,87. 2010 for their participation had an increase of 159,32% in units and 158,86% in payment, because they were 5.775 units, which amounted to 9,29% of the market, worth US $ 2.558.037,83.

Costs trendsetters
Nate LaMar, director for Latin America Draper, China's leadership in the display market in the region "is simply a matter of price. Manufacturers of projection screens in the United States and Latin America can not compete with labor costs in China. "

He added that only partners with the US FTA (NAFTA), as Mexico and Chile, have benefits with tax cuts which facilitates the market between them.

"Today, two factors affect the sale of projection screens US to Latin America: the first is the war on drugs in Mexico living and secondly the Brazilian protectionism".

He explained that during the period before the presidential term of Luiz Inacio Lula da Silva (2005 - 2010), Brazil was one of the most important markets for your company. "But today is not the case. The Brazilian tax system has created the gray market in Miami and the black market in Paraguay. "

On the quality of Asian projection screens, it says Nate LaMar has improved in recent years, although the designs do not have much innovation.

The data of total imports of projection screens in the five countries of the analysis show a growing market. Between 2009 and 2010 in Mexico, an 21,76% grew in units, Brazil an 56,44%, Chile an 12,21%, Argentina 27,60%, and Colombia an 35,26%. See more information in the Table (Only in the form).

Market growth projection screen is recognized by the company Draper, because their sales grew 250% in Colombia, 200% in Brazil, and 50% in Chile during that period.

Colombia and Argentina
The market projection screens in Colombia and Argentina, although it is lower than that of Mexico, Brazil and Chile, also has an upward trend and stock up the Asian market.

Argentina imported 98,01% of its screens from China during the 2010, 24.636 equivalent to units and payment for US $ 10.542.596,84. This represents a growth in units of $ 40,96 2009% compared to when 17.477 screens.

The second country which imports Argentina is Korea. In 2009 304 units were US $ 157.989,01 and 2010 was for a decrease of 95,72%, because only imported US $ 13 12.278,71 units. The third country is Japan, fate also suffered a decline in this market reached 65%.

In Colombia, the market for projection screens with China happened in 2009 of 12.547 units, which were worth US $ 5.697.095,53 and market share of 78,66% to 20.736 units, with a share in total 84,16% and growth 65,27%.

The second country is Japan, which presented a decrease in units of 43,02% between the two years of analysis, followed by the US, which went from 934 2009 to 1.277 screens in 2010 and 36,72% growth.

Richard Santa, RAVT
Author: Richard Santa, RAVT
Journalist from the University of Antioquia (2010), with experience in technology and economics. Editor of the magazines TVyVideo + Radio and AVI Latin America. Academic Coordinator of TecnoTelevisión & Radio.


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