Juan José Pérez, Head of Canal AVPro of the wholesaler, welcomed us in his installations to tell us about the audiovisual sector, a "niche where there is movement but with longer-term sales. Before, punctual sales were very frequent, but that is leading to projects that are integrated within others involving more figures . "

Charmex works with more than 3,000 distributors in Spain . With a team of 90 specialized employees, they provide coverage to an ecosystem of diverse partners: "from the distributor dedicated to education or others who go to corporate accounts and ask us to supply meeting rooms or advice" . A fan that is seeking the support of the wholesaler to specialize and find an integral service.

The objective of Charmex is loyalty . "We are giving more forms of payment, more financing, more management and commercial availability. The idea is that most of the resources of the company are dedicated to those who are already our customers and not to attract new ones, " clarified the person in charge. A strategy with which they look for that figure that contributes to the IT channel better formulas of financing or service.

This loyalty also occurs in the manufacturers with whom it has been working for some time. In this catalog highlights Samsung that takes 30 or 35% of revenues on display . There are also other references such as Sharp or Sony and "during this year we are focusing on broadcast where we are integrating new brands," said the manager.

The audiovisual technological leap

"We have been talking about digital signage for a long time but it has never really taken off. However, as we get out of the crisis, more volume is noticed , " said Juan Jóse Pérez, speaking about this niche where Samsung provides him with a large part of his income.

However, where a significant change is really happening is in the LED segment . "There is a technological leap that is taking these solutions to the big screens instead of the traditional monitors or screens," he said. Retail, industry such as automotive and outdoor advertising are the big consumers and provocateurs of change.

With these trends, the wholesaler expects 2018 to continue the path of last year , "although it will grow less" . Without detailing specific figures, Juan José Pérez assured that 2017 was a year of growth in both billing and profit. "The strong points will be in the LED market and large format . "

Specialization and internationalization

Seeing that the audiovisual business in Spain is limited, the spokesman told us about the process of internationalization that the company has been undertaking for some time.

"In Portugal we have been doing a lot of time but in a residual way, we have also gone to Latin America, Peru and Chile. Now, the next step is to consolidate these countries and make the leap to France, Germany and Eastern Europe , "he announced. A landing that always goes hand in hand with partners who are opening doors.

To reach these new markets and keep growing in Spanish, Charmex has always made use of specialization . "It is our differential value together with people. And that is where our differential value lies " , underlined Juan Jóse Pérez.