“Investing heavily on R&D is main key for our success”

“Investing heavily on R&D is main key for our success”

When it comes for innovation and designing of wireless products, TP-Link remains on top of the list. The company has already taken leadership position among wireless networking products within four years of its inception in India market. Jason Xu, Director, TP-LINK India talks to DIGITAL TERMINAL on company’s current and future strategies. Below are the excerpts.

DT: TP-Link started its subsidiary in India four year back. How is your Indian Journey so far?

Jason: As a big nation and a large market where we see rapid growth, India occupies an important position in TP-LINK’s global strategy. We established our India subsidiary in 2010, focusing on the supply of high quality, high value and reliable networking products to the end-users. While we began from zero, we are growing very fast. We look forward to an increase of 80% by the end of this year, which is very inspiring. This rapid growth would not be possible without the support of all of our business partners and end-users. Without their support and trust, we couldn’t have achieved such impressive success.

DT: What are the basics for TP-Link which made you among top vendors?

In terms of manufacturing ability, we have the largest and most professional factory in the networking industry. TP-LINK is one of the few networking companies that insist on manufacturing our products independently. TP-LINK also continues to focus on end user feedback and interact with end users to improve the user experience. By coordinating global and local market experience, TP-LINK’s sales and marketing team is able to provide effective marketing and sales strategies ensuring execution and effectiveness, getting more great networking products into the hands of end-users around the world.

DT: How do you fight against challenge of Rupee Depreciation?

Jason: Depreciation of the Rupee is being used as an opportunity by local Indian export-oriented enterprises, while to us who focus on importing; this is quite a big challenge. To ensure the stability of our MSRP, we have taken several of measures to reduce our operation and logistic costs, meanwhile we flattened our channel and reduced the cost of sales, which has led us through the shock.

DT: What were your strategies to tap so vast territory and large populated country?

Jason: India has a vast territory and a large population, which has been an obstacle for us to promote the Flattening Strategy. We made an effort to improve our coverage in the channel. At present we have already established cooperative relationships with over 60 regional distributors in all major cities. However, there are also a lot of vacant regions in B and C class cities remaining to be developed.

DT: Recently there were some issue with TD-W8951ND product. What are your efforts to sort out this issue? What importance do you give to your consumers’ concern?

Jason: We recently received some feedback on our TD-W8951ND product. As soon as we were informed about this situation, we arranged very strict tests based on the real application environment in our laboratory. The outcome was as follows: the chips in some of the products that came from a certain shipment are over-sensitive. They may work abnormally under some circumstances and this affects the user experience. After our communication with the chipset supplier, they have improved their production process. The chips in the new shipments no longer have this problem. For defective products that are still circulating in the Indian market, TP-LINK offers a free replacement warranty. To our users: if you are faced with this problem, please contact us by 1800 2094 168. Our engineers will offer you fast and reliable replacement service.

DT: What is your marketing strategy and plan for Indian markets?

Jason: India is an emerging market with high potential, to which TP-LINK holds very high expectations. In the aspect of marketing, with reference to advanced experience from some mature markets such as USA and UK, and also the understanding of the Indian culture by our local team, we are able to deploy scientific and detailed marketing strategies. With regard to our products, we won’t change our attitude of serving customers with high quality yet affordable products and friendly user experiences. From a channel perspective, we aim to build win-win relationships and create value for our partners. We have achieved very good results through a series of effective measures. In the future we will go on with our strategy and carry it out thoroughly.

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