Brazil is the second largest manufacturer and consumer of ceramic tiles in the world, after China. Over the last years, it has experienced considerable growth, overtaking traditional manufacturers such as Italy and Spain.
According to the National Association of Ceramics Industry (Anicer), Brazil has a prominent characteristic: its ceramics industry is widely scattered, with about 100 manufacturers, and none of them has a market share larger than 10%.
Although ceramic manufacturing companies are spread across 18 states, two industrial hubs concentrate more than 80% of the national production. One is located in the state of Santa Catarina and plays a significant role in Brazilian exports. The other is in the state of São Paulo, more specifically in the Santa Gertrudes region, and it is the largest ceramic manufacturing center in the Americas (and the second largest in the world). This region comprises the cities of Limeira, Cordeirópolis, Santa Gertrudes, Rio Claro, Ipeúna, Piracicaba, and Iracemápolis, which account for about 65% of the ceramic production in Brazil.
Santa Gertrudes hosts a large event in the field of ceramics: the International Meeting of Suppliers for the Ceramics and Mining Industry (Forn&Cer, Encontro Internacional de Fornecedores para Indústria Cerâmica e Mineração).
International events like this are great business opportunities, but they are even better if your company is well prepared. Have you ever considered localizing your marketing material? If you take into account that Brazilians have a very low level of Business English, speaking their language can make a huge difference for your business.
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Matheus R. Chaud
I am a native Brazilian Portuguese speaker with extensive experience in translation, proofreading, editing, subtitling, and quality assurance.