Chinese wireless networking brand enters market

Chinese wireless networking brand enters market

ACCESSORIES distributor Anyware, which set up an Auckland office a year ago, has become the first supplier of Chinese manufacturer TP-Link in New Zealand and Australia.

Anyware’s Melbourne-based managing director Garrison Huang says while TP-Link is relatively unknown in the two countries, the brand leads the soho networking market in China.

“We hope to utilise TP-Link’s strength in product quality and value to capture market share in Australia and New Zealand,” he says. Anyware will stock the vendor’s wireless routers and network adapters and Huang expects the products to help the company develop its wireless networking range, which has been lacking to date.

He adds that since Anyware has traditionally been strong in the SOHO space, the TP-Link range would suit its resellers well.

Although Anyware will be targeting home users with the range, it will initially only make it available through independent resellers, with mass retailers to be added on later.

“Once we have established a market for the brand, we will expand to retail outlets,” says Huang.

TP-Link in China has not pushed Anyware hard to set sales targets as yet, says Huang, but adds it may need to offer the range at aggressive price points to take on established networking brands, such as D-Link and Linksys.

“We may have to buy some market share to establish the brand here.”

The TP-Link products should be available in May.

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