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INTERVIEW: Siamack Ghanimfard, Naghsh
by Stuart Wilson, Wednesday 19 April 2017
Next month’s DISTREE Middle East consumer tech channel event in Dubai will gather hundreds of senior executives from vendors, distributors, retailers and e-tailers together in one place at one time. The event is a powerful platform for distributors to hold pre-scheduled one-on-one meetings with both vendors and retailers. Channel EMEA caught up with Siamack Ghanimfard, managing director at distributor Naghsh, to learn more about the company’s plans for the event.
Channel EMEA (CE): What are Naghsh’s main products and and why should retailers consider making them part of their product mix?
Siamack Ghanimfard (SG): Naghsh is the leading distributor in Iran for branded IT lifestyle products. The Iranian market and consumer taste has been evolving from a traditional market to one following modern global trends. Naghsh has been delivering premium IT lifestyle brands and products in recent years. Retailers can catch up with the global trends by including Naghsh brands and products in their portfolio.
CE: What are your three main reasons for attending DISTREE Middle East? What do you hope to achieve at the event?
SG: DISTREE Middle East is a unique event platform for professional meetings and networking in our area of business. The event also provides educational material for our retail network through the practical and useful workshops that delegates can attend.
DISTREE Middle East provides an opportunity to gather and meet all our top active and potential retailers under one roof for a few days. We can compare our experiences, exchange views and collect market feedback. Last year, our invited retailers gave us positive feedback on one of the products present at DISTREE Middle East, and now we are their distributor in Iran. Our strong presence at DISTREE Middle East emphasises the position of Naghsh as a top IT distributor in the Iranian retail market.
CE: Why should retailers stock your products? What makes your channel proposition better than competitors in the market?
SG: The Iranian market is changing from a 100% traditional marketplace to a modern retail market with strong online retail channels and expanding new retail chain stores. Naghsh is among the few distributors delivering premium branded and quality products, plus global standards in terms of after sales services, which is the required level for such an emerging market.
CE: Do you have a structured retail channel programme? Do you offer a strong margin proposition to your retail partners?
SG: Yes. We do have a structured retail programme for three major channels which we are currently dealing with: the still strong traditional marketplace retailers, the strong growing online retail channels, and the emerging chain store retailers. We might be the first Iranian distributor who has developed and utilised an online B2B sales and support platform for all our retail channels.
CE: What sort of support do you offer retailers in terms of marketing, promotions and POS activities?
SG: We support all the retail channels by providing up to date Persian language online and printed content for all our brands and products plus POS display stands designed for different brands in physical shops. We also run sales promotions for occasions as the Iranian New Year celebrations and national and religious event dates.
CE: What have been the major developments for Naghsh in the last year? What do you have planned for full year 2017?
SG: We are focused only on the Iranian national territory and we have expanded our distribution network further by opening a new retail channel for IT lifestyle products in the Iranian top chain bookstore, Book City, with 54 branches all over the country. For the year 2017, our main goal is to implement and utilise our distribution online B2B platform in all our active channels.
CE: How quickly is your business growing? What market trends have you identified that are impacting your business?
SG: Many factors affect market growth. 2017 is an election year for the Iranian president, and all business activities are affected by this event. We hope a market leap will happen after the election is over. We think our company needs to add more brands and products in the smart technology and IoT segment, also gaming products are currently absent in our portfolio.
CE: Is Naghsh company channel-friendly? How would you describe your overall go-to market approach?
SG: Our company is very channel friendly. Again, we are only present in the iranian market - not other countries in the Middle east. With our content creation, extended warranty services, and our unique and easy online B2B portal, I think our company has the friendliest approach to the retail channels and they enjoy the best business terms and facilities available to the Iranian retail channels by working with us.
CE: What other key messages do you want to get across to retailers attending DISTREE Middle East about your company and your products?
SG: We love to collect our clients’ feedback on how well they think we are performing and what should be the best next steps for us to take. We are confident that other vendors who are present at DISTREE Middle East and meet Iranian retailers will be assured that Naghsh is the best distribution partner for them in Iran.
We are pleased to confirm that Channel EMEA is an official Media Partner for all DISTREE events in 2017, including DISTREE Middle East. DISTREE Middle East 2017, which takes place from May 8th to 10th in Dubai, gathers together hundreds of senior executives from e-tailers, retailers, online marketplaces, distributors and vendors of consumer tech products. Thousands of pre-scheduled meetings take place between delegates during the event, accelerating consumer tech channel growth and development throughout the Middle East. This year’s event will also include a delegation of leading consumer tech retailers from Africa.