“Este nuevo escenario ha generado gran necesidad de información y entender los nuevos comportamientos de mercados y consumidores”

Pablo Morales, Gerente General de Datasur.com

El escenario de crisis sanitaria y económica a nivel mundial por el Covid-19 ha significado un complejo presente para muchas industrias, pero al mismo tiempo, ha traído tremendas oportunidades y grandes desafíos para sectores que se dedican a la investigación de mercado, recopilación de información y data, por ejemplo, cuyos resultados son fundamentales para lograr entender el comportamiento de diversos rubros, consumidores y clientes, como también para que  diversas organizaciones puedan tomar importantes decisiones a futuro y hacer frente a la contingencia.

Así también lo considera Pablo Morales, Gerente General de Datasur.com, proveedores especializados en información de Comercio Exterior que detalla los movimientos de importaciones, exportaciones Latinoamericanas y estadísticas de comex, entre otros, para quien “este nuevo escenario ha generado una tremenda incertidumbre en quienes toman decisiones comerciales, donde la necesidad de información y de entender los nuevos comportamientos de mercados y consumidores ha hecho que más empresas, grandes y pequeñas nos requieran”.

En este contexto, profundizamos en la siguiente entrevista con el ejecutivo la actualidad de su compañía, sus apreciaciones respecto a cómo la actual crisis ha afectado a ciertos rubros y favorecido a otros, las medidas del Gobierno, como también las consecuencias de la crisis en la economía local e internacional en un futuro próximo.

 

-¿Qué es Datasur.com, a qué se dedican y cuál es su público objetivo?

Datasur es un portal web que permite a las empresas contar con información actualizada, detallada y relevante de su industria, y con ésta poder analizar la competencia, buscar clientes o proveedores, ver productos que están ingresando a Chile o América que pudiesen ser una oportunidad o una amenaza a su escenario competitivo, buscar nuevas oportunidades en el mercado, analizar precios, marcas y mucho más. Es una plataforma que permite obtener información estratégica, para poder hacer inteligencia de mercado y tomar decisiones coherentes al contexto nacional e internacional.

La información entrega el detalle de todo lo que se importa o exporta en Chile o América, movimiento por movimiento, y uno puede buscar por producto, empresa, marca, etc. un mundo de opciones para tener la información precisa, en el momento preciso y a un solo clic. Es la herramienta que en Chile utilizan más de 1500 empresas, principalmente importadoras, exportadoras, de logística y comercio exterior para tomar sus decisiones comerciales.

-¿Cómo se han visto afectados por esta crisis mundial del Covid-19?

Si bien han sido momentos muy complejos para el mundo y nuestro país, este nuevo escenario ha generado una tremenda incertidumbre en quienes toman decisiones comerciales y la necesidad de información y de entender los nuevos comportamientos de los mercados y los consumidores ha hecho que más empresas, grandes y pequeñas nos requieran. Nos ha ido bien, pero es complejo decirlo cuando hay tantas empresas sobretodo pymes  y sectores tan afectados, por lo que hemos sido empáticos y hemos acomodado nuestra oferta comercial para democratizar esta información y que esté al alcance de todos. Sobre todo en las pymes, a las cuales les entregamos accesos temporales gratuitos para que puedan saber lo que está pasando y ver las oportunidades que si existen en el mercado pese a este complejo momento.

-¿Qué medidas han tomado para hacer frente a la contingencia? ¿Se puede estar preparado para este tipo de crisis?

En lo interno estamos todos trabajando desde nuestras casas, bien organizados y comunicados, como lo exige nuestra empresa y los clientes, con quienes hemos mantenido la comunicación sin ninguna alteración, nuestros teléfonos funcionan, nuestros trabajadores responden, las redes sociales están activas e, incluso, las capacitaciones siguen vigentes en modo de conferencia. Hemos mantenido inalterado nuestro actuar comercial para ello y para quienes no son nuestros clientes también. Datasur tiene una red de alianzas comerciales, entre los que está Camindia, y con todos hemos tenido comunicación y acción, dotándolos de información, realizando acciones en conjunto como webinars e informes de industria o relaciones bilaterales.

Por otro lado, creo que uno no está preparado para una crisis como esta, menos cuando estábamos saliendo de un complicado escenario político social, por lo que enfrentar de inmediato una crisis sanitaria con afectación en el comercio mundial y en el consumo interno es muy complejo, esto porque los escenarios dejan de ser previsibles y obligan a reinventarse en muy poco tiempo. Son de estas crisis cuyos efectos son en cadena, donde primero va cayendo un sector y luego afecta a otros, pero también trae consigo en menor grado una afectación positiva que también es en cadena a otros sectores que aumentan su demanda, permite el crecimiento de toda su cadena de proveedores. Aquí se debe saber leer muy bien lo que pasa y quiere el superconsumidor, que también está cambiando y saber buscar de manera oportuna las nuevas oportunidades que sí existen y debemos encontrarlas y adecuar a la compañía para presentarlas de la mejor manera en el mercado.

-¿Cree que las importaciones y exportaciones nacionales son uno de los sectores más afectados por la crisis?

Es un sector afectado, pero es complejo señalar si es el más afectado. Las importaciones totales han caído en el primer cuatrimestre un 15%, que es una cifra muy alta en un escenario normal, pero con sectores que han crecido como los medicamentos (2,3%), la maquinarias (1%) y la carne con un importante crecimiento del 35%. Dentro de las importaciones las grandes víctimas han sido los bienes durables, como son autos y televisores principalmente.

Las exportaciones también tuvieron una importante caída en los primeros 4 meses de un 4,5%, viéndose afectados el salmón (13%), pero tras una cifra record de exportación en el año 2019, el vino embotellado (10,8%), en la agricultura las ciruelas, el kiwi y las paltas han tenido importantes caídas con un 17,7%, 15,1% y 25% respectivamente.

Ahora, no creo que estas caídas se puedan llegar comparar a la de sectores como el turismo, recreación, las artes, los restaurantes, y algunos subsectores del comercio en donde la caída ha sido total, si es que no se han podido reinventar, y eso es lamentable y tiene un efecto inmediato en algunas industrias, y en otras puede tenerlo en un corto o mediano plazo.

-¿Qué les parecen las medidas que ha presentado el Gobierno para ir en ayuda de las empresas?

Lo primero, es que debemos entenderlas como medidas tomadas en un minuto histórico y muy complicado, y saliendo de un escenario país muy conflictuado en lo social y lo político. En estos escenarios tan cambiantes, no se puede tirar toda la carne a la parrilla de una vez, tienen que ser medidas muy asertivas, que respondan a la situación del momento y que siempre van a tener sectores que la van apoyar y otros que no les va a parecer bien. Ahora, son medidas de crisis y que buscan evitar la caída y el estanco comercial, después vendrán las medidas pro reactivación, en donde supongo que habrá subsidio a la contratación, al desarrollo productivo, etc.

En lo personal, y viendo que estamos con la contingencia encima, creo que han sido acertada y que tienden a no estancar la economía y el consumo interno, lo que es bueno, han buscado mantener una normalidad dentro del caos que es el Covid-19, tratando de no paralizar el país de manera responsable con la salud y con la economía, han inyectado recursos a las PYMES y han buscado proteger el empleo y que se disparen las cifras de la cesantía.

– ¿Cuáles son sus expectativas económicas para Chile y el mundo al mediano plazo?

La verdad es que es complejo generarse un posible escenario, existiendo tantas variables en juego. Lo que sí es seguro, es que ahora estamos en una crisis social, económica, política y sanitaria de gran magnitud, y es lo que debemos resolver para después tratar de solucionar problemas como recuperar la senda económica, el comercio interno y externo, y lo más importante, que es la recuperación de las confianzas con el mundo político y empresarial por parte de la gente, para finalmente resolver el control sanitario del Covid-19.

– En otro tema, ¿qué significa para ustedes ser socios de la Camindia?

Datasur es parte de una empresa que ha basado su estrategia de marketing y comercial en el desarrollo de alianzas estratégicas. De hecho, en Chile son cerca de 20 cámaras industriales y bilaterales con las que estamos trabajando y cerca de 40 con diferentes países de la Región. Entendemos la asociatividad como la creación de un tremendo capital de marca para nuestra empresa, y la forma correcta de llegar a los empresarios y gerentes, entregando contenido a diferentes industrias y siendo parte activa del comercio exterior de nuestro país, con un compromiso fuerte y especial en democratizar la información y hacer accesible, no sólo a las grandes compañías, sino que también a las pymes y emprendedores.

Camindia es un tremendo partner en el propósito antes expresado, ya que es una cámara activa, que está presente en diferentes industrias y que va creciendo de manera importante. Por otro lado, nuestra empresa cuenta con información exclusiva de las importaciones y exportaciones de India, que desde luego queremos comercializar más delante de manera exclusiva desde Camindia, dotando a ésta de un contenido único, el que estará al alcance de sus socios y amigos.

-¿Cómo ve la actual relación económica entre Chile e India, y su incidencia en el desarrollo de la economía local?

La verdad es que ha estado un poco estancada en cuanto a los números de las importaciones y exportaciones desde hace algún tiempo, siendo los dos mercados altamente atractivos uno para el otro, por lo que hay una tremenda tarea por delante, en donde hay mucho por hacer y mostrar a Chile de una manera muy atractiva en India, y abrir el apetito de muchos empresarios chilenos con este tremendo mercado.

Aunque si miramos los números, existen muchos más importadores que exportadores chilenos comercializando con India, al igual que productos importados que exportados, en donde prevalece como siempre la dependencia del cobre. En este sentido, uno de los desafíos será ir a mostrar a India que Chile tiene mucho que ofrecer y es más que cobre. Bonito reto para las autoridades y las diferentes instancias bilaterales como Camindia.

-¿Cree que en los próximos años India pueda pasar a ser uno de los principales socios comerciales de nuestro país?

De todas manera que puede ser un tremendo socio, y aquí el problema no es India, por lo que hay que señalarlo con claridad, sino que es la política comercial chilena, que depende de pocos productos, pocas empresas y llegamos a pocos socios. No puede ser que China, USA y Japón sean el 65% de nuestras exportaciones, que el 45% de lo que exportamos sea cobre, tenemos una tremenda dependencia.

India tiene mucho que darnos en la industria automotriz, textil, medicamentos y otras tantas que no hemos ni explorado, y como mercado de consumo es lejos uno de los principales en el mundo. Indudablemente acá hay una tarea pendiente que debemos asumir y confrontar, pero con una política comercial más robusta. Ya se acabó el tiempo de ir a firmar TLC por el mundo y es hora de aprovechar y encausarlos pero con una estrategia exportadora, clara, coordinada y sostenible.

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