Event details study on the insertion of Brazilian rocks in the Arab market

The market study “United Arab Emirates: Ornamental Stones”, launched this year by the Brazilian Trade and Investment Promotion Agency (Apex-Brasil) was the theme of the Stone Summit, held this Thursday, September 2nd. During the event, broadcast directly from a studio set up at the company Super Clássico, located between the municipalities of Cachoeiro de Itapemirim and Atílio Vivácqua, in the southern region of Espírito Santo, specialists in international business from Apex-Brasil and invited businessmen discussed the main points presented in the material, highlighting opportunities, consumer trends and business strategies.

The study provides information on macroeconomics, the civil construction macroenvironment, stone consumption, international trade, regulations, in addition to distribution channels, challenges and opportunities designed from the offers of Brazilian companies. According to the international business analyst at the national agency, Carla Carvalho, the choice for the United Arab Emirates (UAE) was made through a partnership between the agency and the Brazilian Center for Ornamental Stones Exporters (Centrorochas). “Together with Centrorochas, Apex-Brasil took a list of 40 potential markets established according to specific methodologies and which were analyzed in several aspects. Of these 40, eight priority markets were reached, among them the UAE. They will be worked on by the entity over the next two years as part of the actions of the sectoral project It’s Natural – Brazilian Natural Stone, celebrated between the two national institutions”, he said.

Participating alongside Flávia Milaneze, presenter of the event, the Vice President of Centrorochas, Fabio Cruz, celebrated the harmony between several points highlighted in the study with the actions of the sectoral project. “This convergence is, mainly, in one of the objectives of the project, which is the expansion of the market, but it also goes well with the decentralization of exports”, he explained.

Positioning and presence

The sustainability theme is being highly discussed in the Arab market, attracting the attention of local authorities and companies. Connected directly from the Apex-Brasil office in Dubai, business analyst Sabrina Cenni warned about the importance of this concern, but without forgetting all the work that needs to be done for market positioning. “They aspire to be the most sustainable country in the world. Therefore, they are developing projects with a focus on sustainability, the so-called green constructions. However, we understand that other topics such as logistics, price and, above all, the image of Brazilian products here need to be worked on first. Commit to positioning and presence to promote Brazilian rocks”, she reinforced.

Rich in details, the study prepared by Euromonitor brings customs specifications and guidelines that must be followed by exporting companies. “Sometimes we say that God is Brazilian and he must be, because in April 2020, the UAE placed very heavy anti-dumping tariffs on virtually all ornamental stone items, and even ceramic items, originating in India and China, the main local competitors of Brazilian products. In addition to the normal fees, there are extra charges. These tariffs range from 23.5% to 106%. So, a window opened up that can be used by Brazilian producers”, warned the international business analyst at Apex-Brasil, Glauco Costal.

The stone sector in Brazil has operated in several countries and markets, essentially supplying blocks and slabs. For Magban’s commercial director, Gonsalo Machado, the moment needs to be better used. “The sector is becoming more competitive, given the anti-dumping that is happening, I think companies need to think about taking a step forward by offering products with greater added value, such as, at least, the cut-off ones, which are simpler to make. Besides, of course, getting closer and understanding what the market wants. We have diversity, whether marble, granite or quartzite”.

For the commercial director of Super Clássico, Mariana Scaramussa, the great differential of Brazil is its soil. “Our country has great mineral diversity, which adds to our portfolio of ornamental stones. We have materials of different types, colors and textures. We are ready to serve the most diversified markets”.

Polita Natural Stone’s export director, Cezar Guio, highlighted the importance of the study for companies in the sector. “This study gives us a much more solid direction, because it helps us to save energy and to work more assertively in the market in question. It is up to each company to study the best strategy for their business, ”he said.

Brazilian Mission in Dubai

As a way to complement the trade mission being organized by Apex-Brasil between September 12th and 15th, during the Big 5 Dubai 2021, It’s Natural – Brazilian Natural Stone promotes

There will be two technical lectures as a way to promote Brazilian stones in the Arab market. There will be two events, one aimed at architects and designers and the other at local buyers. “We chose to take a Brazilian professional known worldwide for carrying out works using Brazilian dimension stones and we will offer technical content explaining the use and improving the perception of local players about our operational capacity”, detailed Fabio Cruz, reinforcing that the study also pointed out that the perception of the Arab market is that Brazil does not have installed operational capacity. “We need to change this!” he concluded.

Review Stone Summit: https://youtu.be/mtqT1SMo6g4

Download the market study “United Arab Emirates: Ornamental Stones” for free: http://www.apexbrasil.com.br/inteligenciamercado/estudosdeoportunidadesdemercados

About It’s Natural – Brazilian Natural Stone

It’s Natural – Brazilian Natural Stone is an export incentive program developed by the Brazilian Center for Ornamental Stones Exporters (Centrorochas) in partnership with the Brazilian Trade and Investment Promotion Agency (Apex-Brasil). This program aims to increase exports of Brazilian ornamental stones, through a set of strategic internationalization actions with promotion actions, strengthening the image and development of the sector in the world market.

About Centrorochas

The Centro Brasileiro dos Exportadores de Pedras Ornamentais acts directly in the procedures related to the presence of Brazilian businessmen abroad combined with commercial and operational activities related to the development and evolution of Brazilian companies.

About Apex-Brasil

Apex-Brasil acts to promote Brazilian products and services abroad and attract foreign investment to strategic sectors of the Brazilian economy. To achieve these goals, the Agency carries out diversified trade promotion actions aimed at promoting exports and valuing Brazilian products and services abroad, such as prospective and trade missions, business roundtables, support for the participation of Brazilian companies in major international fairs, visits of foreign buyers and opinion makers to get to know the Brazilian production structure, among other business platforms that also aim to strengthen the Brazil brand.