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Aukey eyes EMEA channel expansion

by Stuart Wilson, Wednesday 24 January 2018

David Wu, sales director at Aukey
David Wu, sales director at Aukey

When hundreds of top buyers from consumer tech distributors and retailers gather for DISTREE EMEA 2018 next month, fast-growing consumer tech vendor Aukey, which now has an annual turnover in the region of US$750m, is ready to showcase its portfolio and recruit new channel partners. David Wu, sales director at Aukey, said: “We want to meet and talk to more professional executives in distribution and retail areas and our goal is to look for more partners to expand our business and penetrate the market together with our partners.”

DISTREE EMEA takes place from February 6-9th in Monaco. As a hosted buyer event for the consumer tech channel, exhibiting brands such as Aukey get to pre-schedule one-on-one meetings with senior channel executives at the event. Exhibitors can research the audience in advance, request meetings and build a personalised agenda suited to their precise business needs.

Wu added: “We want to showcase our slim 15W wireless charger in the event. Also, we want to introduce our full range mobile accessory products portfolio to distributors and retailers at DISTREE EMEA.”

In the past 12 months, Aukey has expanded into Latin America markets as well as African markets, doubling its annual sales in the process.

Wu continued: “We see the young generation playing a key role in consumption and more innovative - but smart - products are requested from market players. We see more opportunity from Europe in 2018.”

Aukey’s channel strategy involves appointing exclusive or authorised distributors in one market. Aukey divides markets by area or by channels and keeps close control of MSRP prices.

“By setting competitive MSRP in the market, we keep an attractive margin for our distributor partners as well as retailers,” explained Wu. “We assist with influencer marketing, social media, promotions and other offline activities.”

“We’re channel friendly,” stated Wu. “With a strategy of penetrating the markets, we’ll be more involed with local partners in the go-to-market approach in EMEA markets.”

“Aims for 2018 in EMEA are to continue to grow the market share, and build up and enrich the brand image. With a win-win spirit, we welcome partners to get involved in Aukey’s business growth,” Wu concluded.

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June, 2021

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