History
January, 2000 – Eduardo Todres, businessman, importer and manufacturer of goods for the popular “R$ 1,99” stores, chooses to create a fair for manufacturers and suppliers of this yet small retail sector. He knew that the small business owners would make good use of an event
that brought together the best suppliers and diminished the “peregrination” efforts on searching for a variety of goods for their stores shelves.
When searching for support among other businessmen that like him, that were suppliers for these popular stores, Todres faced many obstacles. Among them were the São Paulo’s business calendar, the lack of credibility among this new line of business, the elitist point of view of many businessmen and media, besides the lack of a proper place to hold the fair.
But the new born idea of uniting strength and shaping a business event directed to the “R$ 1,99” retail, introduced valuable elements that surpassed any resistance. No other retail had before related itself with the Brazilian consumer as the “R$ 1,99” stores. At that occasion, there were already three stores for each of the 5.500 cities around the country.
- The Real Economic Plan
The outbreak of the “R$ 1,99” stores was a phenomenon fomented by the Real Plan. The transformations at the economy , such as the end of inflation and the stability of the of the national currency, gave a new impulse to the consumer market, particularly among the population with lower purchasing power, that changed habits thanks to the growth of the “buying power”, which made possible to include at the “R$ 1,99” business line consumers that many times were excluded from certain markets. At that time, imported goods that were viable due to the parity of Real and Dollar, offered many items that consumers were eager to buy and with a low cost never seen before. The retail with single price, very popular in the United States and Europe was finally gaining the Brazilian market.
- The Brazil 1 to 99 Fair 1st Edition
The 1st Brazil 1 to 99 Fair was held in October 2000, since the business model created by Todres, analyzed it as being the best timing for buying and selling for the Holiday season. If everything went right , the event would be occurring twice a year (once on each semester), adapting itself to the retailers needs of stock reposition. The event brought up these facts in a revealing way and placed itself at a yet empty space at the country’s business scenario. To prove that, the fair had a great amount of visitors during its four days. There were over 7000 visitors, mainly retailers and wholesalers from all around the country and even from other countries as Argentina, Spain and The United States. However, most visitors (27,49%), came from the state of São Paulo. The fair took place at the Guarulhos Exposition Center.
The success on the amount of visitors and exhibitors of the Brazil 1 to 99 Fair, enabled it to have a place at the Expo Center Norte and at the São Paulo’s business calendar, the greater in Latin America.
- Habit Changes
Today the upper classes visit this line of retail, and the major industries changed their strategies as well. The “single price retail” pattern was adopted by Brazilian consumers. The “R$ 1,99” flag became the brand of lower cost goods at the reach of most of the population and supporting all consumer segments.
Apoio
Feira 1 a 99 Brasil Editora e Eventos Ltda
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