November 20, 2019

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INTERVIEW: Richard Huang, Trendnet

by Stuart Wilson, Tuesday 25 August 2015

Technology and consumer electronics (CE) brands are preparing to take full advantage of this year’s DISTREE Asia-Pacific (APAC) regional channel event in Singapore. The opportunity to arrange meetings with senior executives and buyers from the region’s most influential distributors, retailers and e-tailers is a golden opportunity to open up new channels and accelerate sales across this fast-growing market. Networking vendor Trendnet has confirmed its participation. Channel APAC caught up with Richard Huang, general manager APAC at Trendnet, to get the lowdown on the company’s plans.

Channel APAC (CA): What does Trendnet want to achieve at DISTREE APAC 2015? What are your key goals for the event?

Richard Huang (RH): Trendnet is focused on continuing to expand our presence in the APAC region. Our goal at DISTREE APAC is to meet with key partners to discuss strategic plans for growth in the channel. In line with our growth plans, Trendnet is also focused on meeting new potential partners to further develop our profitable distribution channels in APAC. We’ve had great success with our growth plans in the security channels and emerging e-commerce channels for the USA and Western Europe; we intend on mirroring that success in APAC.

CA: What products and solutions will you be showcasing at DISTREE APAC 2015? What do you want distributors and retailers to know about your portfolio?

RH: Trendnet offers a diverse product line of more than 350 networking hardware solutions in more than ten product categories including wireless, IP cameras, baby cams and monitors, switches, PoE, fiber, powerline, and more. We offer products designed for both the consumer and SMB markets.

We’ve recently expanded our portfolio by entering the home automation market. We’ll be showcasing Trendnet’s new home smart switch with WiFi AC750 extender, model THA-103AC, a combination smart electrical outlet and powerful AC750 wireless extender. Trendnet will also be showcasing our latest surveillance solutions including advanced IP cameras, NVRs, and PoE switches.

Security & SMB channels

CA: Describe how your channel business has developed in the past 12 months? What trends have you seen and what have been the highlights for Trendnet?

RH: The security and SMB channels continue to be Trendnet’s focus for the APAC region. To meet the evolving needs of the market, we expanded our product line with advanced IP camera solutions, hardened PoE+ switches, NVRs, and powerful VMS software. We work closely with our channel partners to design products to help reach profitable goals and to meet the needs of the end-users.

CA: Which geographic areas and channels represent the greatest opportunity for growth for your company in APAC?

RH: Networking infrastructure in the APAC region continues to improve, and there is a huge opportunity for growth. We are currently working closely with our partners in India, Indonesia, the Philippines, and Myanmar, focused on the growing the security channel.

CA: Why should channel partners focus on your products? What makes your channel proposition better than competitors in the market?

RH: This year marks Trendnet’s 25th year in the computer networking industry. We are positioned as the price-to-performance leader, delivering cost-effective solutions that exceed performance metrics of other top brands. Additionally, Trendnet’s multi-award-winning product portfolio offers high product margins at low RMA rates.

CA: Do you have a structured channel programme? Do you offer a strong margin proposition to your partners?

RH: Our structured channel programmes are designed to support partner profit margins and further growth, all while maintaining a clean channel structure. Our global partner programme is a dedicated programme offering the highest level of corporate marketing support and sales training tools. Partners are given exclusive access to the global partner programme website where partners have quick and easy access to the latest marketing collateral, company information, and product training material.

Custom marketing

CA: What sort of support do you offer distributors and retailers in terms of marketing, promotions and channel development activities?

RH: Trendnet works closely with our distributors and retailers to design and developer custom marketing programmes to fit the specific needs of the market and channel. No two programmes are designed exactly the same. We additionally offer marketing development funds to strategic partners to help enhance marketing and publicity efforts. Furthermore, we provide full training programmes to our channel partners through our distributors to optimise Trendnet product knowledge and key selling points.

CA: How quickly is Trendnet’s business growing in the APAC region? What market trends have you identified that are impacting your business segment?

RH: Trendnet has an established base of strategic partners in the APAC region, and we continue to see steady growth in Singapore, Philippines, Indonesia, and parts of North East Asia. We have identified and continue to focus on the SMB and security channels in the APAC region.

CA: Is your company channel-friendly? How would you describe your overall go-to-market approach in the APAC market? What are Trendnet’s overall channel goals and aims for 2015 in APAC?

RH: Trendnet is very channel friendly and we have an aggressive plan to expand our growing distribution in more than 130 countries. We work with our distributors and channel partners closely by offering in-depth channel programmes for marketing and sales training. Trendnet’s overall channel goal for APAC is to continue working closely with our APAC partners to identify growth opportunities in both consumer and SMB channels.

Trendnet is celebrating 25 years of successful growth in the networking industry. Our commitment to investing in the latest wireless and surveillance technology has fueled our sales momentum and sustained our growth.

DISTREE APAC 2015

Channel APAC is an official Media Partner for regional technology and consumer electronics retail channel event DISTREE APAC taking place October 7-9th in Singapore. Vendors and channel partners requiring more information about DISTREE APAC 2015 should contact events@channelemea.com quoting code DAP15.

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