DEKO bleibt auf dem brasilianischen Markt bestehen

Vom Einzelhandel bis zum Großhandel

Brazil features huge market capacity and economic development potential and this country is a market worthy of international business opportunities. Brazil is the country with the largest area, the largest population, and the most comprehensive resources in Latin America. According to a survey report, power tools and hardware tools account for a large proportion of Brazil's imported products from abroad.

DEKO Elektrowerkzeuge in einer Gruppe

Status Quo

DEKO is a scaled producer of power tools, tool kits, welding equipment, and measuring tools serving homeowners, DIYers and professionals. Brazilians are no strangers to the DEKO brand. DEKO TOOLS first entered the Brazilian market by running direct-operated online stores on the e-commerce platforms--Mercadolivre and AliExpress.

From the analysis of the market environment of hardware tools and power tools, Brazil is in demand for both high-end and cost-effective hardware tools and power tools. Also, Brazil is a price-sensitive market. Most manufacturers and consumers regard price as one of the primary considerations for purchasing hardware tools and power tools. Therefore, hardware tools and power tools exported from China to Brazil are very popular locally due to their attractive price. Thanks to DEKO’s approved quality and reasonable price, DEKO hardware tools and power tools managed to find a rightful place in Brazil, where this brand has succeeded in competing with many other leading tool brands.

Zukünftige Entwicklung

Power tools only with price advantages are easily eliminated in the increasingly competitive Brazilian market. The users of power tools in Brazil are mainly professionals and factories. If their power tools stop working, they are accustomed to sending them for repair. Brazilian people attach great importance to the after-sales service of the power tools. After-sales services are favorable for opening up sales channels and DEKO provides consumers with a two-year warranty. During the warranty period, DEKO provides consumers with free maintenance services and spare parts to extend the service life of tools.

In a world that features so many competitions, selling power tools and hardware tools in only one method can be regarded as self-destruction. Up-to-date companies are aware of this and innovate with the help of local tool distributors or wholesalers. So does DEKO. Transforming from only running online tool retail shops into working with local tool distributors and wholesalers is a bold move for DEKO TOOLS. However, local tool distributors and wholesalers are more familiar with the local markets and they have more credibility among local people.

Driven by Brazilian manufacturing companies to improve production efficiency and product competitiveness, the purchase of hardware tools and power tools with higher technological content is bound to increase gradually. In addition to the cost-effective performance, DEKO invests in R&D. As we all know, lithium-battery cordless power tools and brushless power tools will become the future trend of cordless power tools. DEKO strives to keep up with the next generation and developed both cordless brushed series 20V UNV and cordless brushless 20V DXBL series. What’s more, the main parameters of DEKO can be compared with the international power tool brands in terms of maximum speed, torque, weight, price, and warranty period.


From the perspective of market application, the wages of Brazilian plumbers, painters, carpenters, and other laborers are cheaper than those in Europe and the United States. Generally speaking, if the house needs to be repaired or renovated, Brazilian families generally entrust the decoration company. Only 10% of Brazilian families are used to renovating their houses by themselves. Therefore, ordinary families have less demand for power tools. They are generally used to purchasing hand tools. Men mainly buy screwdrivers, wrenches, hammers, saws, etc., while women mainly buy small gardening tools such as shovels and sprinklers.

Elektrowerkzeuge werden hauptsächlich von Fachleuten und Fabriken gekauft und hauptsächlich in der Bau-, Automobil- und Möbelindustrie eingesetzt. Brasiliens Automobilindustrie ist sehr entwickelt. Es gibt fast 80 Millionen Fahrzeuge und fast 90,000 Autowerkstätten im Land. Es ist einer der Hauptmärkte für Hardware-Tools. Neben der großen Automobilindustrie gibt es in Brasilien 16,000 Möbelhersteller, von denen sich die Hälfte in den Bundesstaaten Parana, Santa Catarina und Rio Grande do Sul im Süden Brasiliens konzentriert, und die Nachfrage nach entsprechenden Hardware-Werkzeugen ist ebenfalls sehr groß groß. Die Bau-, Automobil- und Möbelindustrie in Brasilien haben eine beträchtliche Nachfrage nach Hardwareprodukten und Energieprodukten. Hauptabsatzkanäle sind der traditionelle Einzelhandel, Baustoff- und Baumarktketten sowie Supermarktketten.

 Nach Angaben des Verbands der brasilianischen Werkzeugindustrie gibt es derzeit etwa 150,000 Hersteller, Groß- und Einzelhändler in der brasilianischen Eisenwarenindustrie, hauptsächlich im Südosten von Sao Paulo und Rio, davon etwa 2,100 Hersteller im Bundesstaat Sao Paulo .

Aus der Perspektive der Vertriebskanäle verwenden brasilianische Hersteller und Importeure von Werkzeugen und Elektrowerkzeugen in der Regel Verkäufer oder Websites, um ihre Produkte an traditionelle Einzelhändler, Filialisten und Supermärkte zu verkaufen.

Klassischer Eisenwarenhandel: In Brasilien gibt es 105,000 Baustoff- und Baumärkte, davon sind 78 % kleine Eisenwarenhändler mit einer Ladenfläche von weniger als 1,000 Quadratmetern. 72 % der Verkäufe von Baumaterialien und Eisenwaren in Brasilien stammen von kleinen und mittleren Eisenwarenhändlern, die die Hauptabsatzkanäle für Baumaterialien und Eisenwaren sind.

Profis in Brasilien verwenden DEKO-Elektrowerkzeuge, um die Reparatur zu Hause durchzuführen