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INTERVIEW: Ekaterina Melnikova, Patriot

by Stuart Wilson, Monday 11 February 2019

Ekaterina Melnikova, country manager at Patriot
Ekaterina Melnikova, country manager at Patriot

This month’s DISTREE Europe, Middle East & Africa (EMEA) hosted buyer channel event, which takes place in Monaco from February 19th to 22nd, gives exhibitors the opportunity to hold pre-scheduled meetings with hundreds of top executives from channel partners from 50-plus countries. Patriot Memory will participate at DISTREE EMEA to promote its portfolio, including its Viper Gaming products. Channel EMEA caught up with Ekaterina Melnikova, country manager at Patriot, to learn more.

Channel EMEA (CE): What do you want to achieve at DISTREE EMEA 2019? What are your key goals for the event? Will you make any specific company announcements at the event?

Ekaterina Melnikova (EM): The key goals to achieve at DISTREE EMEA are to face potential partners and become visible in unexplored territories; to meet up with friends and share business ideas. Patriot is striving to get feedback from our partners about products we manufacture and services we provide. It gives us power to become stronger.

CE: What products and solutions will you be showcasing at DISTREE EMEA 2019? What do you want distributors to know about your portfolio?

EM: Gaming industry is rapidly growing and this process is global. Patriot prides itself on representing new products with Viper Gaming - a trademarked brand of Patriot Memory. Under the Viper Gaming umbrella are high-performance memory modules, USB flash memory and gaming peripherals. The upcoming products are SSDs. Patriot recently introduced the first RGB M.2 SSD product in the world. Innovations like this are what makes Patriot stand out from its competition.

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

EM: Patriot Memory has been gaining much popularity in Russia, CIS and European regions. We have devoted our company resources into getting more market share in these regions. Patriot signed up with new customers who are interested in adding a qualified and trusted brand to their portfolio.

The trends we have seen are substantial increase in pull on gaming DRAM from the market and rising consumer interest in SSD. Patriot DRAM and SSD, along with the award-winning Viper Gaming products, have allowed Patriot to continue to take market share.

CE: Which geographic areas and channels represent the greatest opportunity for growth for your company in EMEA and globally?

EM: Patriot Memory sees big potential growth in Northern and Southern Europe. Going forward we will look at the Middle East market. Our company is focused on the ongoing support of partners we recently acquired in Balkans, Baltics, Germany, Russia, Poland and other countries. Patriot cherishes our loyal customers in EMEA and globally.

CE: Why should distributors and retailers focus on your products? What makes your channel proposition better than competitors in the market?

EM: Patriot Memory has been in business for over 30 years and has developed solid relationships with the key industry suppliers. Patriot has a very competitive cost from these suppliers, which we pass onto our partners. Very important to note is that during times of shortages and allocation, Patriot guarantee to supply where the competitors will have a difficult time fulfilling orders.

Channel integrity is also a key component to any distributor or retailer in choosing the right partner. Many brands have pressure to continue to expand their channel since they are publicly owned, have outside investors or have large commitments from the fabs. Patriot is a privately held company that does not succumb to these pressures. Patriot wants to grow by working with a key limited number of distributors so we all can enjoy a healthy channel.

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

EM: Yes, we have a structured channel programme throughout the EU for example. We are providing back-end rebates for our Viper accessories products. Next to that, we have opportunities to provide support in branding activities and promotions considered case-by-case with our channel partners. For Viper Gaming accessories, Patriot provides margin propositions of around 25% to 35% for our channels.

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

EM: We support distributors with MDF or flat amount possibilities per quarter, e-tail promotions. Patriot tries to build up strong brand awareness to help our partners within a region. Channel developments are supported by PR activities such as products reviews, case moddings, YouTube videos, Twitch and direct contact with the top bloggers and media.

CE: How quickly is your business growing in the EMEA region? What market trends have you identified that are impacting your business segment?

EM: You know that numbers never lie. By revenue, we dramatically increased in sales of Viper Gaming series products last year, and SSD especially. But the best is yet to come. We observe a number of territories where Patriot goods are absent. That means we are ready to correct this.

CE: Is your company channel friendly? What are your overall channel goals and aims for 2019 in EMEA?

EM: We are very focused on long-term partner relationships and limited partners in each region. We selectively choose a partner who will be able to serve a specific channel or several channels and can provide focus and carry several categories from our portfolio. We provide support in channel management and healthy margin opportunities to our partners.

CE: What else should distributors attending DISTREE EMEA 2019 know about Patriot?

EM: Patriot Memory is a reliable vendor with a long history behind the company. We look forward to meeting new partners at DISTREE EMEA 2019 and we’re ready for new challenges and opportunities in the market.


To request a hosted buyer invite for DISTREE EMEA 2019 - CLICK HERE

Distributors, retailers and e-tailers confirmed to attend DISTREE EMEA 2019 will have the ability to pre-request one-on-one meetings with Patriot at this year’s event.

For further information on exhibiting at DISTREE EMEA 2019 to meet channel partners from across the region - CLICK HERE

Exhibitors at DISTREE EMEA hold pre-scheduled meetings with a carefully selected audience of senior executives from the region’s top consumer tech and consumer electronics channel partners. Channel EMEA is an official Media Partner for DISTREE EMEA 2019.

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