September 23, 2020

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INTERVIEW Delia Zhu, Marketing Manager, Airpho

by Liam McSherry, Monday 3 February 2020

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[Channel EMEA] [CE] What do you want to achieve at DISTREE EMEA 2020? What are your key goals for the event?

Delia Zhu [DZ] Our two main goals are to find new distribution partners and to introduce the delegates to our new AX routers and Mesh WiFi products. During the show, we will announce that our factory re-location project has been completed. From now, all production will be carried out at our new 15000sqm factory.

The launch of the AX1500 router and Mesh WiFi system marks a shift to the middle-high end market for Airpho. Our plan is to introduce more advanced products to our portfolio, including the AX3000, AX6000 and tri-band Mesh that will be launched later this year.

[CE] What products/solutions will you be showcasing at DISTREE EMEA 2020? What do you want distributors to know about your portfolio?

[DZ] We will showcase our Mesh WiFi solution as well as AX1500 router, which is expected to come out in Q2, 2020. Later in 2020, we will also include AX3000, AX6000, and tri-band mesh WiFi router in our portfolio. Airpho’s focus is on SOHO networking products. We manufacture and sell WiFi Routers, WiFi Repeaters, DSL Modems, USB Adapters and Network switches. We are also developing our own device management APP, which will make our products even easier to use.

[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 your business?

[DZ] In the past 12 months, we have taken part in a number international and local trade shows and have been actively looking for distributors. We have received a lot of positive feedback from the market and built partnerships with many distributors.

[CE] Which geographic areas and/or channels represent the greatest opportunity for growth for your company in EMEA and globally?

[DZ] In Europe, priority markets include the Czech Republic, Romania, Poland and Turkey. For the Middle East, we are looking for partners in Iraq and Dubai.

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

[DZ] Instead of seeing distributors just as customers, we treat distributors as our important partners that create values together.

- We offer strategic pricing to our channel partners
- We respond to distributors’ request quickly
- We care about design and branding so we work hard to continuously improve our product designs and brand image.

[CE] Do you have a structured channel program? Do you offer a strong margin proposition to your partners? Please explain this area of your business.

[DZ] To better support our channel partners, we provide a number of benefits to help them promote our products and brand. We offer strategic pricing to our long-term partners. We also offer distributors the necessary promotional materials, marketing materials and additional resources. Our technical team can provide training to help distributors understand our products better. We also provide technical support to help our partners solve any technical problems.

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

[DZ] Firstly, we have a very strong design team in place to support the design of materials for local marketing activities. We are also willing to partner with our distributor partners at local trade shows to help reach clients more effectively. We can provide promotional and sales materials to support distributor’s sales efforts.

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

[DZ] We just began to EMEA market and looking for new channel development opportunities. As new technology (online multiplayer games, VR, 8K video streaming, etc.,) emerges, home networking will require faster speeds and better performance, and more importantly, to support multiple users simultaneously. Entry level routers will no longer be enough for modern home networking and higher speed routers will become mainstream. We will adapt to the market demand, and develop more middle to high-end products in the future.

[CE] Is your company channel friendly? What else should distributors attending DISTREE EMEA 2020 know about your company?

[DZ] Absolutely. We see distributors as valued partners in building the Airpho brand and business in EMEA. Airpho’s focus on SOHO products. We strive to provide the best products and service for families & individuals and deliver the best networking experience.

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