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Eric Wei, GM, Asia Pacific, ViewSonic discusses the channel strategies of ViewSonic in India.
What new strategies is ViewSonic developing for the business growth of its channel partners in India?
Eric Wei - Various channel partners such as retailers, dealers, distributors, and sellers have their significance resulting in timely product delivery to our end consumer. Believing in their work and approach, ViewSonic has been at the forefront in establishing and strengthening this relationship with our existing and potential partners. For any industry, whether technology, retail, E-commerce, or manufacturing, channel partners become essential in bridging the gap between brand and end consumers.
Business growth proportionately implies the efficiency our partners share. Therefore, it is essential to provide our channel partners with long-term benefits and support to capture the audio-visual and display industry market. Firstly, we train our all partners and give them a brief understanding of the brand, product and our services. We offer our partners time to settle with our business as we engage.
To move towards business growth, our R&D, marketing, product, and sales team work closely with our partners to ensure a seamless process. Additionally, our servicing team is available 24*7, in India ensuring the queries and support required from our partners are effortlessly met. To strengthen our relationship with our partners, we organize zone-centric dealers' meets to train the team on our products and services. Further, we take their feedback/ suggestions, which will significantly impact our business. Above all, we also have tools to directly reach out to our dealers and answer their queries or grievances.
As we expand and grow, we work closely with our channel partners to achieve better results and meet our business goals.
In what ways is ViewSonic helping its offline partners to go online and achieve business growth via digital platforms?
Eric Wei - We at ViewSonic not only prefer to connect with our partners through the offline medium but also online. Since COVID-19, technological advancement has redefined the approach and growth in every sector. Similarly, the digital platforms became more effective and efficient in connecting with the channel partners and end consumers.
Observing the challenges faced during the pandemic, many of our offline partners shifted online, receiving significant support from us on the logistics, product demos, consulting services, and personalized training. Furthermore, for our offline partners, we allow them to list our products online but restrict them to a certain price of particular products to avoid differences from other online sellers. If required, we also support our offline partners with digital campaigns to boost sales and reach.
Are you planning to expand your partner base in India?
Eric Wei - Indian market holds immense potential for brands to expand, grow and capture the market as it possesses diversity. To establish and grow in this dynamic market, it is imperative to have a long association with partners and, at the same time, expand our partner outreach. We have firmly established our footsteps in the North and South zones. We are keen to expand and capture the east zone and strengthen our position in the west zone. Our team of experts are constantly approaching the right partner to build our presence across cities in India. We are expanding our team and targeting tier 2 and 3 cities as we observe potential in these regions.
This strategy will capitalise on the brand and foster strong relationships with both existing and new partners. Furthermore, such collaboration and growth result in strategic business growth.
How do you help to resolve the challenges your partners face in the challenging Indian market?
Eric Wei - Owing to the diversity in the Indian market, we also see different consumer behaviour across demography and geography. Therefore, it is difficult for partners to provide their best services without first understanding industry requirements and consumer preferences.
Our expert team, like sales, marketing, and R&D, constantly converses with our partners to address their queries or issues and, based on this, share their suggestions. Consumers' buying behaviours have evolved; youngsters prefer high-end products and are looking for a luxury lifestyle. At the same time, professionals or corporates are choosing smart products.
Understanding the current market and requirements, we are strategically developing our approach with our partners to give the best and better results to our end users.