China's TP-Link Refreshes Branding to Move into U.S. Market
The Shenzhen, China-based networking equipment maker brought in $2 billion in sales in 2015 as a major world player in the home Wi-Fi router business.There aren't too many major-league IT companies that are owned in their entirety by one family, let alone one person, but TP-Link is one of them. The Shenzhen, China-based networking equipment maker, celebrating its 20th year in business, brought in $2 billion in sales in 2015 as a major world player in the home WiFi router business. Its news Aug. 23 is that it has completed a corporate branding makeover and is investing big time in a campaign to add more market share in the lucrative North American region. At the moment, TP-Link owns about 40 percent of the global market share for home WiFi routers, according to IDC, with 30 percent of its total in Europe. With about 10 percent of its business in North America, TP-Link sees the United States, Canada and Mexico as its biggest sales challenges in 2016 and beyond. TP-Link also sells other networking devices, including switches, access points and even power lines. The company markets through multiple sales channels globally, including traditional retailers, online retailers, wholesale distributors, direct market re-sellers, value-added re-sellers and broadband service providers.
Its main competition includes companies such as NetGear, Buffalo, Belkin, Linksys, D-Link and Asus.