With over 80,000 visitors, the industry's largest event in Latin American highlighted the transformations that are reshaping the market and trends for the coming years

São Paulo, April 2022 - Construction material retailers, wholesalers and distributors, engineers, builders, architects and other civil construction professionals were able to check out the transformations that are modernizing the entire construction chain at FEICON, which connected professionals, companies and solutions to promote a complete journey of business, networking and the latest professional knowledge.

Held March 29 to April 1, at São Paulo Expo, the show's 26th edition kicked off the calendar of construction business events in Brazil, with massive attendance numbers and significant interest from the market in the opportunities on display, which will make increasingly efficient, sustainable and cost-effective projects a possibility. 

RECORD NUMBERS AT THE 2022 EDITION

Over 80,000 visitors attended the event and were able to see the latest from more than 700 brands, taking part in experiences covering a range of topics in the construction and material resales chains. The event included over 45 hours of programming including talks by 88 speakers; specialists, researchers, managers and representatives from major industry brands. 

FEICON also achieved an unprecedented feat in relation to generating leads, becoming the event to generate the most contacts for its exhibitors among all RX events (as organizer and promoter) around the world.

STRATEGIC CONTENT AND EXPERIENCES

The schedule of talks was segmented to serve the public's various interests and to outline a complete panorama of the current scenario in civil construction, especially geared toward innovation, business and networking, including trends such as Industry 4.0.

Held in partnership with Inovatech Engenharia, the Content core - Construction focused on new technologies and sustainability in talks including: "The metaverse and digital twins in civil construction," Digitalization in new business," "ESG at the work site," "Solutions for modular projects," "BIM and the heart of the matter [SJJ1] ." Inovatech was also responsible for the SUSTAINABILITY ROUTE, an attraction promoted in conjunction with FEICON that featured solutions and products that meet social and environmental criteria assessed by Fundação Vanzolini. The journey introduced 15 solutions with proven sustainability, ranging from soundproof windows and windows guaranteeing thermal comfort to sheeting and flooring made of recycled rubber.

Curated by SINCOMAVI and Grau 10 Editora, the Content Core - Wholesale, Retail and Distribution promoted presentations that had market strategies and the importance of brick-and-mortar and virtual stores as themes, in addition to logistics to facilitate routines for those working in sales, such as: "Confidence as a key element in digital transformation," "Reverse logistics - the role of the industry, commerce and its customers," "Employer Branding + Pandemic + Digitalization" and "Creative exhibition - important initiatives to attract the consumer," among others.    

While Brazil's National Association of Construction Material Vendors (or ANAMACO) was, along with WE Business Experience, responsible for the VMC Meeting - retail in action, with presentations that included "Digital empowerment of store sales staff," "What will influence Brazilians in 2022" and "Meet the CEO - company leaders talk about perspectives and opportunities in the sector," for example. Moreover, during this meeting the 4th Matcon Women's Forum was held, sharing an unprecedented survey on "Women in Construction: Challenges and Opportunities," held from March 7 to 18, highlighting the growth of female participation in this area, where 78% of those surveyed reported more opportunities for personal and professional growth.

The 16th edition of the SINCOMAVI Symposium, curated by the SINCOMAVI trade association in partnership with FEICON, brought important topics to the production chain, such as "The central nature of the consumer," "The future of the brick-and-mortar store: strengthening the point of sale and its transformations," and more. The event went over capacity, exceeding the initial audience expectation by 47%.

Expanding the journey of experiences, the traditional CERAMIC HOME was one of the attractions that drew the most public attention, featuring a 45 sqm home in the expo center, the standard size for public housing, with smart, sustainable and low-cost structural masonry. The space had augmented and virtual reality resources to guarantee an immersive experience.

BUSINESS

The final figures show that the event favored good business. For example, ANAMACO launched the ANAMACO Bank at FEICON, a digital bank created by the association along with Sebrae and the Fortune One Group investment firm, providing stimulus to members and construction material merchant partners. Over just the four days the event was held, the bank tallied R$ 100 million in credit transactions.

JUNTOS SOMOS MAIS, a civil construction market relationship startup, provided merchants with R$ 3 million to negotiate development processes for virtual stores. While exhibitors like IFC/COBRECOM and SEGURIMAX, to name a few, respectively exceeded projected targets for the show on the second and third day of the event. MAKITA, one of the most popular stands, brought experiences to the show with equipment used at work sites, in farming and in gardening, providing a space for certified professional training, with 32 training sessions held in the space, which could hold 26 people per class, with overall occupation of the space coming in at 95%. As a result of these actions, the event exceeded its target by over 90%.

TESTIMONIALS

Exhibitors

According to Paulo Alessandro Delgado, Marketing Manager at IFC/COBRECOM, the 26th edition of FEICON showed that the public is more interested in innovations. "At IFC/COBRECOM, we are quite happy with the results. We were impressed with the massive attendance over the four days and we noticed that visitors are more and more focused and qualified. Another plus was that a huge number of our customers visited the stand and we prospected new commercial relationships. With this, we are expecting good business over the coming months."

The Commercial Director at SEGURIMAX, Regenildo Bessoni, pointed out that the month of March was strategic for the company, which resulted in increased revenue. "We had record revenues, up by 22% compared to February of this year," he shared. These increases were gained during the third day of FEICON, which led to celebrations in every region on the company's digital channels.

Jussara Salles, Marketing Coordinator with MAKITA, says that the company's strategy was to join exhibition with experimentation. "For each launch, we made a device so that consumers attending the show could see it in practice. And we also brought our MAKITA-brand gift shop to the stand, with tops, boots, hats and other items. Out of all of the FEICON shows we've attended, this one had the highest sales. We sold over 200 different products. We also took pre-orders from resellers for all of our launches from the last six months.

Public

Taking the chance to learn about the latest in the market, develop partnerships and acquire products and tools for his company, Werley Machado de Oliveira, a partner in Tecnova Empreendimentos, came from Uberlândia (MG) to attend the show. "My main goal was to close deals and check out new technologies and processes, and the show met all of my expectations. I made new contacts and closed on some quotes, along with my team."

Visiting FEICON for the first time, Júlia Alves also highlighted the learning environment provided by the event. "There are all kinds of stands, from the smallest to the biggest representatives in the market. There is a huge diversity of material and lots of new things to learn and see. I was very surprised when I got here, because I came with one expectation and when I got to the show, it tripled."

Execution

According to Geraldo Defalco, President of ANAMACO, "there is no other adjective that can be used; FEICON is indeed Latin America's largest construction and architecture show. We were able to precisely size up this scenario when we welcomed all of the presidents of the ACOMACS - the regional ANAMACO associations - in addition to record attendance from partners visiting from all over the country. The ANAMACO Bank was a hit and over the coming weeks we will intensify our work in the field with full strength at the national level, due mostly to our participation in the show."

In addition to sponsorship from JUNTOS SOMOS MAIS and the partnership of ANAMACO and SINCOMAVI, the event also counted on institutional support from Inovatech Engenharia, the Brazilian Construction Materials Association - ABRAMAT and the Brazilian Association of Architecture Firms (AsBEA).

FEICON Manager Lucia Mourad highlighted the attendance by people from different regions of the country, showing that civil construction has positively impacted every state. "Since we opened registration, we noticed that there would be significant participation, because the market is pretty hot and based on the organization of caravans. We have a program called Business Missions that supports merchants and distributors so that they can come from other regions and we saw substantial numbers there. Even though we were tracking registration numbers, which had exceeded our targets from the start, this edition still surpassed our expectations."

Mayra Nardy, the Construction Portfolio director for RX, adds that "the market innovated and loads of technologies were developed during the pandemic, but without much fanfare. An interesting number of companies chose FEICON for their launches, with an expectation that they would do business. The market will surely reap the fruits of all of these actions over the year."

The organization shared the partial result of a survey that found a 9pp increase in the rate of exhibitor satisfaction compared to the 2019 edition, with a record 92% of participants checking the extremely satisfied box when evaluating the show. In addition, exhibitor loyalty grew by 21pp and was seen in the high number of contract renewal requests for the next event, to be held April 11 to 14, 2023, again at São Paulo Expo.

Online at www.feicon.com.br the public can keep up with news on the event and the market, while also taking advantage of all of the content on the program for the show in 2022, which was recorded and will be available on-demand and free of charge through the FEICONNECT platform in the coming days. Anyone interested in being notified when on-demand programming becomes available can register on the digital platform using this link.

ABOUT ABCON

Having held 26 editions, FEICON is the main event for Latin America's civil construction and architecture markets, recognized as the perfect setting for finding out the latest information, gaining a strategic view, seeing innovations and getting in touch with the biggest players in civil construction and architecture. For more information visit: https://www.feicon.com.br.

About RX (Reed Exhibitions) 

RX is in the business of building businesses for individuals, communities and organisations. We elevate the power of face to face events by combining data and digital products to help customers learn about markets, source products and complete transactions at over 400 events in 22 countries across 43 industry sectors. RX is passionate about making a positive impact on society and is fully committed to creating an inclusive work environment for all our people.  RX is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers. www.rxglobal.com 

Press information

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