{"id":313847,"date":"2022-10-31T11:35:30","date_gmt":"2022-10-31T14:35:30","guid":{"rendered":"https:\/\/www.suno.com.br\/noticias\/?p=313847"},"modified":"2022-10-31T13:34:15","modified_gmt":"2022-10-31T16:34:15","slug":"soma-soma3-hering-hgtx3-eleicoes","status":"publish","type":"post","link":"https:\/\/www.suno.com.br\/noticias\/soma-soma3-hering-hgtx3-eleicoes\/","title":{"rendered":"Soma (SOMA3) ainda luta para &#8216;arrumar a casa&#8217; da Hering um ano ap\u00f3s aquisi\u00e7\u00e3o"},"content":{"rendered":"<p>Quando comprou a <a href=\"https:\/\/statusinvest.com.br\/acoes\/hgtx3\">Hering (ex-HGTX3)<\/a>, em abril de 2021, o <a href=\"https:\/\/www.suno.com.br\/acoes\/soma3\">Grupo <strong>Soma<\/strong> (SOMA3)<\/a> n\u00e3o sabia de todos os problemas operacionais que teria de resolver antes de implementar sua estrat\u00e9gia de dar uma nova cara \u00e0 marca.<\/p><div class=\"videoFull \">\n\t\t\t<div class=\"videoWrapper yt-lazyload center\"\n\t\t\t\tdata-width=\"960\"\n\t\t\t\tdata-height=\"540\"\n\t\t\t\tdata-id=\"XIiDZdCeCVs\"\n\t\t\t\tdata-alt=\"V\u00eddeo do YouTube - clique para reproduzir\"\n\t\t\t\tdata-logo=\"3\"\n\t\t\t\tdata-imagequality=\"maxres\">\n\t\t\t<\/div>\n\t\t<\/div><script type=\"application\/ld+json\">{\"@context\":\"https:\/\/schema.org\",\"@type\":\"VideoObject\",\"name\":\"LULA \u00c9 ELEITO PRESIDENTE PARA 3\u00b0 MANDATO: Como o mercado vai reagir? | PETR4, BBAS3, SBSP3\",\"description\":\"\ud83d\udcda \ud83d\udcb8\ud83d\ude2e\u2600\ufe0f \ud835\uddd4 \ud835\uddd5\ud835\udddf\ud835\uddd4\ud835\uddd6\ud835\uddde \ud835\uddd9\ud835\udde5\ud835\udddc\ud835\uddd7\ud835\uddd4\ud835\uddec \ud835\uddf1\ud835\uddee \ud835\udde6\ud835\udde8\ud835\udde1\ud835\udde2 \ud835\uddf2\ud835\ude00\ud835\ude01\ud835\uddee\u0301 \ud835\uddf0\ud835\uddf5\ud835\uddf2\ud835\uddf4\ud835\uddee\ud835\uddfb\ud835\uddf1\ud835\uddfc! \ud835\uddd6\ud835\uddee\ud835\uddf1\ud835\uddee\ud835\ude00\ud835\ude01\ud835\uddff\ud835\uddf2-\ud835\ude00\ud835\uddf2 \ud835\uddf2 \ud835\uddff\ud835\uddf2\ud835\uddf0\ud835\uddf2\ud835\uddef\ud835\uddee \ud835\uddfc\ud835\ude00 \ud835\uddfa\ud835\uddee\ud835\uddf6\ud835\uddfc\ud835\uddff\ud835\uddf2\ud835\ude00 \ud835\uddf1\ud835\uddf2\ud835\ude00\ud835\uddf0\ud835\uddfc\ud835\uddfb\ud835\ude01\ud835\uddfc\ud835\ude00 \ud835\uddf2 \ud835\uddef\ud835\uddfc\u0302\ud835\uddfb\ud835\ude02\ud835\ude00 \ud835\uddf2\ud835\ude00\ud835\uddfd\ud835\uddf2\ud835\uddf0\ud835\uddf6\ud835\uddee\ud835\uddf6\ud835\ude00! #ASuaConquista \ud835\udc03\ud835\udc1e\ud835\udc2c\ud835\udc1c\ud835\udc2e\ud835\udc1b\ud835\udc2b\ud835\udc1a \ud835\udc28 \ud835\udc2c\ud835\udc1e\ud835\udc20\ud835\udc2b\ud835\udc1e\ud835\udc1d\ud835\udc28 \ud835\udc29\ud835\udc28\ud835\udc2b \ud835\udc2d\ud835\udc2b\u00e1\ud835\udc2c \ud835\udc1d\ud835\udc1a\ud835\udc2c \ud835\udc1c\ud835\udc1a\ud835\udc2b\ud835\udc2d\ud835\udc1e\ud835\udc22\ud835\udc2b\ud835\udc1a\ud835\udc2c \ud835\udc1d\ud835\udc28\ud835\udc2c \ud835\udc26\ud835\udc1a\ud835\udc22\ud835\udc28\ud835\udc2b\ud835\udc1e\ud835\udc2c \ud835\udc1a\ud835\udc27\ud835\udc1a\ud835\udc25\ud835\udc22\ud835\udc2c\ud835\udc2d\ud835\udc1a\ud835\udc2c \ud835\udc1d\ud835\udc28 \ud835\udc29\ud835\udc1a\u00ed\ud835\udc2c. \ud835\udc05\ud835\udc22\ud835\udc1c\ud835\udc28\ud835\udc2e \ud835\udc1c\ud835\udc2e\ud835\udc2b\ud835\udc22\ud835\udc28\ud835\udc2c\ud835\udc28? \ud835\udc00\ud835\udc1c\ud835\udc1e\ud835\udc2c\ud835\udc2c\ud835\udc1e \ud835\udc28 \ud835\udc25\ud835\udc22\ud835\udc27\ud835\udc24 \ud835\udc1e \ud835\udc2c\ud835\udc1a\ud835\udc22\ud835\udc1b\ud835\udc1a \ud835\udc1c\ud835\udc28\ud835\udc26\ud835\udc28 \ud835\udc1c\ud835\udc28\ud835\udc27\ud835\udc1c\ud835\udc28\ud835\udc2b\ud835\udc2b\ud835\udc1e\ud835\udc2b \ud835\udc1a \ud835\udc2e\ud835\udc26\ud835\udc1a \ud835\udc2f\ud835\udc1a\ud835\udc20\ud835\udc1a \ud835\udc29\ud835\udc1a\ud835\udc2b\ud835\udc1a \ud835\udc1a\ud835\udc2c\ud835\udc2c\ud835\udc22\ud835\udc2c\ud835\udc2d\ud835\udc22\ud835\udc2b \ud835\udc1a \ud835\udc2d\ud835\udc2b\ud835\udc1a\ud835\udc27\ud835\udc2c\ud835\udc26\ud835\udc22\ud835\udc2c\ud835\udc2c\u00e3\ud835\udc28 \ud835\udc1a\ud835\udc28 \ud835\udc2f\ud835\udc22\ud835\udc2f\ud835\udc28 \ud835\udc1d\ud835\udc22\ud835\udc2b\ud835\udc1e\ud835\udc2d\ud835\udc28 \ud835\udc1d\ud835\udc1a \ud835\udc2c\ud835\udc1e\ud835\udc1d\ud835\udc1e \ud835\udc1d\ud835\udc1a \ud835\udc12\ud835\udc2e\ud835\udc27\ud835\udc28. https:\/\/bit.ly\/3NfNeuD\u2026\",\"duration\":\"PT1H4M29S\",\"embedUrl\":\"https:\/\/www.youtube.com\/embed\/XIiDZdCeCVs\",\"regionsAllowed\":\"pt-BR\",\"interactionStatistic\":{\"@type\":\"InteractionCounter\",\"interactionType\":{\"@type\":\"WatchAction\"},\"userInteractionCount\":7229},\"thumbnailUrl\":\"https:\/\/i.ytimg.com\/vi\/XIiDZdCeCVs\/default.jpg\",\"uploadDate\":\"2022-10-31T13:13:42Z\"}<\/script>\n\n\t<p>\n\t\t<a href=\"https:\/\/lp.suno.com.br\/planilha-controle-gastos\/\" target=\"_blank\" data-element=\"shortcode-suno-banner\" title=\"Banner SUNO, clique e saiba mais\">\n\t\t\t<picture>\n\t\t\t\t<source media=\"(max-width: 500px)\" srcset=\"https:\/\/files.sunoresearch.com.br\/n\/uploads\/2023\/03\/400x300-Planilha-controle-de-gastos.png\">\n\t\t\t\t<img class=\"newsContent__article__imgCapa newsContent__article__imgCapa--banner\"\n\t\t\t\t\tsrc=\"https:\/\/files.sunoresearch.com.br\/n\/uploads\/2023\/03\/1420x240-Planilha-controle-de-gastos.png\"\n\t\t\t\t\tdata-promo-id=\"311945\"\t\t\t\t\t\t\t\t\t\twidth='1420' height='240'\t\t\t\t\talt=\"https:\/\/files.sunoresearch.com.br\/n\/uploads\/2023\/03\/1420x240-Planilha-controle-de-gastos.png\"\n\t\t\t\t>\n\t\t\t<\/picture>\n\t\t<\/a>\n\t<\/p>\n\n\n<p>O diagn\u00f3stico foi que a rede de roupas b\u00e1sicas tinha dificuldades para abastecer as lojas, al\u00e9m de problemas de defini\u00e7\u00e3o de pre\u00e7o. Dono da <strong>Farm<\/strong> e da <strong>Animale<\/strong>, o Soma n\u00e3o tinha experi\u00eancia com produtos de maior volume e baixo custo &#8211; o que explica a demora em fazer o neg\u00f3cio virar a chave.<\/p>\n<p>Em um relat\u00f3rio recente, os analistas do Citi Jo\u00e3o Pedro Soares, Sergio Matsumoto e Felipe Reboredo disseram conceder o &#8220;benef\u00edcio da d\u00favida&#8221; ao Soma em rela\u00e7\u00e3o \u00e0 capacidade de o grupo atingir as metas de crescimento.<\/p>\n<p>A rota mais dif\u00edcil, na vis\u00e3o dos analistas, \u00e9 justamente a virada operacional da <strong>Hering<\/strong>, que representa cerca de 40% das vendas do Soma. O grupo disputou palmo a palmo a <a href=\"https:\/\/www.suno.com.br\/noticias\/acoes-hering-hgtx3-deixarao-b3-20-de-setembro\/\">Hering<\/a> com a <a href=\"https:\/\/statusinvest.com.br\/acoes\/arzz3\">Arezzo (ARZZ3)<\/a>, em 2021, em um neg\u00f3cio de mais de R$ 5 bilh\u00f5es.<\/p>\n<p>&#8220;A d\u00favida \u00e9 natural e inerente ao momento. Se olharmos os \u00faltimos cinco anos de Hering, antes da pandemia, o <strong>mercado<\/strong> se tornou c\u00e9tico porque a empresa passou por um processo de estagna\u00e7\u00e3o de crescimento. Foram sequ\u00eancias de trimestres ap\u00f3s trimestres nos quais n\u00e3o se via crescimento consistente. A palavra-chave agora \u00e9 consist\u00eancia&#8221;, avalia Gabriel Lobo, diretor financeiro do Soma.<\/p>\n<p>Dentro do grupo, quem lidera esse momento de transforma\u00e7\u00e3o \u00e9 um executivo que leva a marca no sobrenome: <a href=\"https:\/\/www.suno.com.br\/noticias\/hering-hgtx3-elege-novos-membros-conselho-administracao\/\">Thiago Hering. Membro da fam\u00edlia fundadora<\/a>, ele avalia a evolu\u00e7\u00e3o do plano, que vai at\u00e9 2026, como positiva.<\/p>\n<p>Esse planejamento foi dividido em duas partes: a primeira focada na <a class=\"suno-keyword\" href=\"https:\/\/www.suno.com.br\/artigos\/eficiencia-operacional\/\" target=\"_blank\" rel=\"noopener\" data-force=\"no\" data-priority=\"1\">efici\u00eancia operacional<\/a> e a segunda, na marca.<\/p>\n<p>A expectativa \u00e9 de que, em 2023, a primeira fase j\u00e1 esteja mais adiantada. Ao fim de 2021, a Hering n\u00e3o conseguia entregar 27% do que vendia para multimarcas e franquias.<\/p>\n<p>Ao fim deste ano, a previs\u00e3o \u00e9 de que esse \u00edndice seja de 13% &#8211; o alvo do setor \u00e9 de 10%. Em 2021, a m\u00e9dia de atrasos para entregas na rede pr\u00f3pria e e-commerce foi de 27 dias. Hoje, a demora \u00e9 de 20 dias.<\/p>\n\t<p>\n\t\t<a href=\"https:\/\/lp.suno.com.br\/ebook-como-analisar-uma-acao\/\" target=\"_blank\" data-element=\"shortcode-suno-banner\" title=\"Banner SUNO, clique e saiba mais\">\n\t\t\t<picture>\n\t\t\t\t<source media=\"(max-width: 500px)\" srcset=\"https:\/\/files.sunoresearch.com.br\/n\/uploads\/2023\/03\/Ebook-Acoes-Mobile.jpg\">\n\t\t\t\t<img class=\"newsContent__article__imgCapa newsContent__article__imgCapa--banner\"\n\t\t\t\t\tsrc=\"https:\/\/files.sunoresearch.com.br\/n\/uploads\/2023\/03\/Ebook-Acoes-Desktop.jpg\"\n\t\t\t\t\tdata-promo-id=\"311946\"\t\t\t\t\t\t\t\t\t\twidth='1420' height='286'\t\t\t\t\talt=\"https:\/\/files.sunoresearch.com.br\/n\/uploads\/2023\/03\/Ebook-Acoes-Desktop.jpg\"\n\t\t\t\t>\n\t\t\t<\/picture>\n\t\t<\/a>\n\t<\/p>\n\n\n<h2>Soma aposta em algoritmos para mudan\u00e7as na Hering<\/h2>\n<p>Para atingir esses \u00edndices, Thiago Hering conta que o Grupo Soma tem agregado \u00e0 rede tecnologia, intelig\u00eancia artificial e algoritmos. Al\u00e9m disso, uma melhor gest\u00e3o de sortimento, com a concentra\u00e7\u00e3o de receita em um menor n\u00famero artigos, tem ajudado a estabelecer pre\u00e7os mais adequados \u00e0s pe\u00e7as.<\/p>\n<p>Na parte de abastecimento, o foco principal tem sido aumentar a <a class=\"suno-keyword\" href=\"https:\/\/www.suno.com.br\/artigos\/capacidade-produtiva\/\" target=\"_blank\" rel=\"noopener\" data-force=\"no\" data-priority=\"1\">capacidade produtiva<\/a>. A companhia tem buscado fornecedores fora de Goi\u00e1s, onde a Hering estava focada.<\/p>\n<p>Com a melhoria dos estoques, o \u00edndice de ruptura tem ca\u00eddo. H\u00e1 um ano, estava em 5% nas lojas pr\u00f3prias e em 10% nas franquias; agora, caiu para 1% e 5%, respectivamente.<\/p>\n<p>Para o Citi, se o Soma conseguir acelerar o ritmo de crescimento da Hering, estima-se a cria\u00e7\u00e3o de valor de aproximadamente R$ 3,40, em m\u00e9dia, por a\u00e7\u00e3o.<\/p>\n<p>Eles pontuam, por\u00e9m, que a atribui\u00e7\u00e3o de &#8220;alto risco&#8221; se baseia no tempo limitado do Soma como empresa listada, aos problemas inerentes do setor de moda e a quest\u00f5es pontuais de execu\u00e7\u00e3o relativas \u00e0 Hering.<\/p>\n<p>Para a XP, o quadro \u00e9 mais otimista. Os analistas fizeram visita \u00e0s opera\u00e7\u00f5es da Hering, em Blumenau (SC).<\/p>\n<p>&#8220;Sa\u00edmos ainda mais confiantes de que a empresa continuar\u00e1 entregando resultados melhores&#8221;, escreveram Danniela Eiger, Thiago Suedt e Gustavo Senda sobre a <strong>Soma<\/strong>.<\/p>\n<p class=\"newsProviderSignature\">Com Estad\u00e3o Conte\u00fado<\/p>\n\t<p>\n\t\t<a href=\"https:\/\/lp.suno.com.br\/ebook-investindo-em-fiis\/\" target=\"_blank\" data-element=\"shortcode-suno-banner\" title=\"Banner SUNO, clique e saiba mais\">\n\t\t\t<picture>\n\t\t\t\t<source media=\"(max-width: 500px)\" srcset=\"https:\/\/files.sunoresearch.com.br\/n\/uploads\/2023\/03\/Ebook-Fundos-Imobiliarios-Mobile-1.jpg\">\n\t\t\t\t<img class=\"newsContent__article__imgCapa newsContent__article__imgCapa--banner\"\n\t\t\t\t\tsrc=\"https:\/\/files.sunoresearch.com.br\/n\/uploads\/2023\/03\/Ebook-Fundos-Imobiliarios-Desktop-1.jpg\"\n\t\t\t\t\tdata-promo-id=\"313843\"\t\t\t\t\t\t\t\t\t\twidth='1420' height='286'\t\t\t\t\talt=\"https:\/\/files.sunoresearch.com.br\/n\/uploads\/2023\/03\/Ebook-Fundos-Imobiliarios-Desktop-1.jpg\"\n\t\t\t\t>\n\t\t\t<\/picture>\n\t\t<\/a>\n\t<\/p>\n\n\n","protected":false},"excerpt":{"rendered":"<p>Quando comprou a Hering (ex-HGTX3), em abril de 2021, o Grupo Soma (SOMA3) n\u00e3o sabia de todos os problemas operacionais que teria de resolver antes de implementar sua estrat\u00e9gia de dar uma nova cara \u00e0 marca. O diagn\u00f3stico foi que a rede de roupas b\u00e1sicas tinha dificuldades para abastecer as lojas, al\u00e9m de problemas de [&hellip;]<\/p>\n","protected":false},"author":73,"featured_media":35781,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[64],"tags":[106444,2030,2686],"suno_strategy":[],"class_list":["post-313847","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-negocios","tag-agencias","tag-cia-hering-hgtx3","tag-grupo-soma-soma3"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Soma (SOMA3) ainda luta para &#039;arrumar a casa&#039; da Hering um ano ap\u00f3s aquisi\u00e7\u00e3o<\/title>\n<meta name=\"description\" content=\"O diagn\u00f3stico da Soma \u00e9 de que a rede de roupas tem dificuldades para abastecer as lojas, al\u00e9m de problemas de defini\u00e7\u00e3o de pre\u00e7o. Confira!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.suno.com.br\/noticias\/soma-soma3-hering-hgtx3-eleicoes\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Soma (SOMA3) ainda luta para &#039;arrumar a casa&#039; da Hering um ano ap\u00f3s aquisi\u00e7\u00e3o\" \/>\n<meta property=\"og:description\" content=\"O diagn\u00f3stico da Soma \u00e9 de que a rede de roupas tem dificuldades para abastecer as lojas, al\u00e9m de problemas de defini\u00e7\u00e3o de pre\u00e7o. 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Cursou um semestre letivo de Estudos de M\u00eddia na Universidad de Buenos Aires.","url":"https:\/\/www.suno.com.br\/noticias\/author\/eduardo-vargas\/"}]}},"default_loop_html":"<div class=\"cardsPage__listCard__boxs\"><div class=\"cardsPage__listCard__boxs__img\"><a href=\"https:\/\/www.suno.com.br\/noticias\/soma-soma3-hering-hgtx3-eleicoes\/\"><img class=\"mask\" src=\"https:\/\/www.suno.com.br\/noticias\/wp-content\/themes\/suno\/resources\/images\/spotlight\/spotlight1img\/bg-mask.png\" alt=\"Image Mask\"\/><img src=\"https:\/\/files.sunoresearch.com.br\/n\/uploads\/2019\/08\/1f44b4f8-hering-400x200.webp\" alt=\"Soma (SOMA3) ainda luta para &#8216;arrumar a casa&#8217; da Hering um ano ap\u00f3s aquisi\u00e7\u00e3o\"\/><\/a><span class=\"spotlightCategory\"><a href=\"https:\/\/www.suno.com.br\/noticias\/negocios\/\">Neg\u00f3cios<\/a><\/span><\/div><div class=\"cardsPage__listCard__boxs__content\"><a href=\"https:\/\/www.suno.com.br\/noticias\/soma-soma3-hering-hgtx3-eleicoes\/\"><h2 class=\"content__title\">Soma (SOMA3) ainda luta para &#8216;arrumar a casa&#8217; da Hering um ano ap\u00f3s aquisi\u00e7\u00e3o<\/h2><\/a><div class=\"newsContent__article__meta\"><div class=\"newsContent__article__meta__authorBox\"><a href=\"https:\/\/www.suno.com.br\/noticias\/author\/eduardo-vargas\/\" class=\"authorBox__avatar noMobi\"><img src=\"https:\/\/secure.gravatar.com\/avatar\/dac340933427a22924c9f99d1eb2e3f2?s=96&#038;r=g\" alt=\"Eduardo Vargas\"><\/a><div class=\"authorBox__name\"><span>por\n\t\t\t<a href=\"https:\/\/www.suno.com.br\/noticias\/author\/eduardo-vargas\/\"><span itemprop=\"author\">Eduardo Vargas<\/span><\/a><\/span><time datetime=\"2022-10-31T11:35:30-03:00\" itemprop=\"datePublished\">31\/10\/2022 11:35<\/time><\/div><\/div><\/div><\/div><\/div>","single_layout":"posts","amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.suno.com.br\/noticias\/wp-json\/wp\/v2\/posts\/313847"}],"collection":[{"href":"https:\/\/www.suno.com.br\/noticias\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.suno.com.br\/noticias\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.suno.com.br\/noticias\/wp-json\/wp\/v2\/users\/73"}],"replies":[{"embeddable":true,"href":"https:\/\/www.suno.com.br\/noticias\/wp-json\/wp\/v2\/comments?post=313847"}],"version-history":[{"count":4,"href":"https:\/\/www.suno.com.br\/noticias\/wp-json\/wp\/v2\/posts\/313847\/revisions"}],"predecessor-version":[{"id":314018,"href":"https:\/\/www.suno.com.br\/noticias\/wp-json\/wp\/v2\/posts\/313847\/revisions\/314018"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.suno.com.br\/noticias\/wp-json\/wp\/v2\/media\/35781"}],"wp:attachment":[{"href":"https:\/\/www.suno.com.br\/noticias\/wp-json\/wp\/v2\/media?parent=313847"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.suno.com.br\/noticias\/wp-json\/wp\/v2\/categories?post=313847"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.suno.com.br\/noticias\/wp-json\/wp\/v2\/tags?post=313847"},{"taxonomy":"suno_strategy","embeddable":true,"href":"https:\/\/www.suno.com.br\/noticias\/wp-json\/wp\/v2\/suno_strategy?post=313847"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}