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Trust targets consumer channels in APAC

by Stuart Wilson, Thursday 13 October 2016

Digital lifestyle accessories specialist Trust is ready to enhance its brand awareness with consumers across the APAC region. Trust, which hails from the Netherlands, will attend next month’s DISTREE APAC regional consumer technology channel event in Singapore to hold pre-scheduled meetings with top distributors, retailers and e-tailers. Channel APAC caught up with Willy Vong, business development manager APAC and MEA at Trust, to get the lowdown on the brand’s regional aspirations.

Channel APAC (CA): What do you want to achieve at DISTREE APAC 2016? What are your key goals for the event?

Willy Vong (WV): We are a company from Holland that was created in 1983. We are an expert in digital lifestyle accessories with a footprint in more than 50000 homes in Europe and in excess of 4 million accessories sold in 2015. We set up a Hong Kong office in June 2016 to serve the APAC market. We have our warehouse and R&D office in Shenzhen. Our strong background also allows us to propose private label sourcing. It is our goal to bring our latest innovations to the end user in APAC region, including Trust Gaming and Trust Smarthome.

Smart home and gaming

CA: What products and solutions will you be showcasing at DISTREE APAC 2016? What do you want retailers and channel partners to know about your portfolio?

WV: Trust Smarthome is a complete smart home solution that includes connected bulbs, an IP camera with night vision and various sensors that communicate via the Zigbee protocol. The Trust Gaming range features the latest gaming accessories for both PC, PS4 and Xbox gamers. Our latest innovations are made with and by professional gamers.

We have a broad range of products that cover different categories like sound, gaming, power, input and smart home. More than 200 new products are launched by Trust every year. We blend nice design, high quality, value for money and great specs at a competitive price.

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

WV: Since June 2016, Trust has expanded coverage with strategic retailers across APAC. Demand for Trust products is high and we expect it will continue to grow in the coming months. In Japan we are working with Bic Camera and Yodobashi, and in Singapore we have partnered Challenger and Newstead. In Thailand we have Powerbuy and in China. We also have an online presence across APAC with Lazada. End users are looking for solutions that are plug and play, that last and are available at a competitive price.

Clear roadmap

CA: Why should retailers and channel partners sell your products? What makes your channel proposition better than competitors in the market?

WV: We can complete retailers’ and channel partners’ portfolios with different categories of products to target different channels and bring additional turnover. We launch hundreds of new products every year that meet with current trends and end user’s needs. We provide our partners with a clear roadmap of new products to fill the shelves and to achieve continuous growth. We are at an investment stage to gain market share and offer great margin and marketing support to ensure brand awareness and sellout. We set our suggested retail prices (SRP) 20% lower than competition to give back all benefit to end users while ensuring marketing budget and margin for the supply chain.

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

WV: We support sellout with in-store POS, above and below the line marketing support and training to ensure products are moving. We also assist in terms of giveaways, PR, communications, trade shows, incentives and catalogue investment.

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

WV: We have opened major countries in APAC region - China, Japan, Thailand, Singapore - after four months of operation. We are starting in additional countries in the next months. We have great online and offline presence.

Offline-online balance

CA: Is Trust channel-friendly? How would you describe your overall go-to-market approach in the APAC market?

WV: We create offline demand with online presence. Offline presence will get an extra focus from us with proper training of in-store sales clerks to ensure the right messages regarding our product USPs is converted to end user purchasing.

CA: What should distributors attending DISTREE APAC 2016 know about Trust and your products?

WV: We work on a long term partnership and we are keen to invest in distributor relationships to ensure Trust’s brand awareness and sellout across the region. We bring to market innovative solution that meet end users’ needs. One brand gives channel partners access to four different categories of products to diversify distribution channels and revenue: Trust Gaming; Trust Smarthome; Trust Urban, Trust PC and laptop.


Channel APAC is an official Media Partner for regional technology and consumer electronics retail channel event DISTREE APAC taking place November 2-4th in Singapore. Vendors, distributors and retailers requiring more information about DISTREE APAC 2016 should contact quoting code DAP16.

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May, 2021

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