In­dia Strat­egy

Electronics Bazaar - - Contents -

Siglent Tech­nolo­gies Co. Ltd fo­cuses on the elec­tronic test and mea­sure­ment in­stru­ment in­dus­try and sees R&D as a core com­pe­tency. It main­tains a strong com­pet­i­tive edge through in­no­va­tion and strict qual­ity con­trol. Lulu Yin, sales man­ager, Siglent Tech­nolo­gies Co. Ltd, in an in­ter­ac­tion with Baishakhi Dutta, se­nior busi­ness jour­nal­ist, Elec­tron­ics

Bazaar, talks of how the com­pany is ready to ex­pand fur­ther in the In­dian T&M mar­ket fol­low­ing good busi­ness in the past few years. EB: How do you see the In­dian T&M mar­ket grow­ing?

In­dia is a very big re­gion and has a va­ri­ety of users. It has a speed­ily de­vel­op­ing elec­tron­ics in­dus­try and a well es­tab­lished ed­u­ca­tional sys­tem. There is also am­ple de­mand for test and mea­sure­ment in­stru­ments. Nowa­days, In­dian users are seek­ing qual­ity over price and are ready to pay more for a good qual­ity and high-per­for­mance prod­uct, which is our pri­mary ad­van­tage over many other top in­ter­na­tional brands present in In­dia.

EB: What po­ten­tial do you see for your prod­ucts in In­dia?

Our prod­ucts have huge po­ten­tial in the In­dian mar­ket. We man­u­fac­ture SPOs, dig­i­tal stor­age os­cil­lo­scopes, wave­form gen­er­a­tors, DC power sup­plies, dig­i­tal mul­ti­me­ters, spec­trum anal­y­sers and hand­held os­cil­lo­scopes. All these prod­ucts are de­signed to have the de­sired fea­tures at a very af­ford­able and jus­ti­fied price, and are user-friendly. We en­sure that our prod­ucts meet all the qual­ity pa­ram­e­ters dur­ing pro­duc­tion and pass fi­nal qual­ity checks. Over­all, we are fo­cus­ing on de­liv­er­ing real value to all end users, both in terms of tech­nol­ogy as well as the price range.

EB: What is the gen­eral trend re­gard­ing tech­no­log­i­cal up­grades, in the de­vices you de­velop? How are these prod­ucts im­prov­ing?

Ba­si­cally, test and mea­sure­ment in­stru­ments are

be­ing de­vel­oped into high-tech con­sumer elec­tron­ics gad­gets for engi­neers, which means cus­tomers will en­counter a bet­ter ex­pe­ri­ence like a big screen, touch­screens, well set func­tions, etc. Re­gard­ing up­grad­ing our tech­nol­ogy, we are de­vel­op­ing so­lu­tions for the cloud as well as IoT, cus­tomised for ed­u­ca­tional and in­dus­try use. How­ever, these im­prove­ments will not have any ef­fect on the cal­i­bra­tion of the de­vices.

EB: Will your new prod­ucts be priced higher due to these im­prove­ments, and will that af­fect their de­mand?

The change in price, if any, will not re­ally im­pact the mar­ket if users find that the prod­ucts’ qual­ity justifies the change in pric­ing. In­dian end users are ready to pay any cost for a good prod­uct.

EB: What are the top­most chal­lenges for you in In­dia?

In­dia is a pretty lo­calised mar­ket be­cause of its di­verse lan­guages, culture and con­sump­tion pat­terns. Be­ing a man­u­fac­turer, it’s not easy to reach out to the end con­sumers in such a frag­mented mar­ket. So, for Siglent, re­li­able, ef­fec­tive, re­sult-ori­ented, good mar­ket­ing chan­nels/ dis­trib­u­tor plat­forms play a very cru­cial role, and are highly in de­mand.

EB: How has busi­ness in In­dia been for you in the re­cent years?

I am very happy to say that busi­ness in In­dia over the past few years has been very good. We had a steady growth of more than 30 per cent in sales over the past three years. In the FY 2016, Siglent wit­nessed 36 per cent growth in sales glob­ally and in FY 2017, we have seen 43 per cent growth.

EB: Are you look­ing at in­creas­ing your pres­ence in In­dia by ap­point­ing more lo­cal part­ners?

We do not have many lo­cal part­ners in In­dia at present. On the other hand, the part­ners we have in In­dia right now are strong and quite sup­port­ive. So yes, Siglent is look­ing out for new dis­trib­u­tors or re­sellers in In­dia. We have great po­ten­tial in the In­dian mar­ket and be­lieve that this is in­deed a good time for new dis­trib­u­tors to join us.

EB: What qual­i­ties are you look­ing for in dis­trib­u­tors that you hope to work with?

We be­lieve in part­ner­ing with ex­pe­ri­enced dis­trib­u­tors, for we feel that is a key fac­tor for brand de­vel­op­ment. The three qual­i­ties we would like to give real at­ten­tion to are – the dis­trib­u­tor hav­ing a re­li­able his­tory, loy­alty to cus­tomers as well as prod­ucts and, lastly, com­pre­hen­sive sup­port be­yond equip­ment sales.

EB: Are you plan­ning to set up your own of­fice in In­dia?

We do have such plans in the near fu­ture. Siglent has of­fices in Ham­burg, Ger­many and in Ohio, USA. Our goal is to of­fer the best value prod­uct to ev­ery engi­neer as well as the best value in ser­vices. So, keep­ing that agenda in mind, set­ting up an of­fice in In­dia is part of our sched­ule.

Lulu Yin, sales man­ager, Siglent Tech­nolo­gies Co. Ltd

LuLu Yin, sales man­ager, Siglent Tech­nolo­gies Co. Ltd

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