Integrated security solutions manufacturer TDSi is celebrating 20 years of growth and success in the Chinese security market. Exports to China account for 5% of the company’s turnover with the territory representing its second largest market outside of the EU.
TDSi began selling in China through C&K before it was acquired by Honeywell. Following that acquisition, TDSi worked through regional distributors in China before establishing TDSi China – a wholly-owned entity – back in 2008.
The company used two distribution partners covering the north and south of the country. However, in a drive to focus and simplify the distribution model, TDSi has adapted its business model to support current and future growth.
TDSi’s managing director John Davies commented: “We have had a phenomenal two decades of business in the Chinese security market, which is largely down to the help and support of our local expert partners. China is a huge and highly competitive marketplace and, while it’s also one of the biggest manufacturing countries in the world, there’s a very strong interest in British security products because of their quality and innovation.”
Davies added: “TDSi is proud to manufacture all of its products in the UK and we firmly believe that our continued success is also down to Chinese buyers’ recognition of the top-notch systems we supply through the best local installers.”
Strategic review of routes to market
TDSi has undertaken a strategic review of its routes to market in order to enhance growth prospects for the next 20 years and to ensure that the channel strategy is fit for purpose for the current market and as it evolves.
“To do this,” explained Davies, “we have appointed a sole exclusive Master Distributor for the China market – Shenzhen TengDaSi Technology Co Ltd. A new contract outlining and governing this relationship was signed recently and replaces the old regional model that has served us for the past two decades.”
Alex Yuan, general manager of Shenzhen TengDaSi Technology Co Ltd, commented: “We’re very excited to be appointed as TDSi’s Master Distributor in China. The brand commands enormous respect in the Chinese security market and is a popular choice for projects where excellent security, flexibility and ease of use are paramount. We’re very much looking forward to working closely with TDSi as it continues to grow its business in China through the next 20 years of success.”
As well as a new distribution model, TDSi is aiming to increase its channel partners over the next three-to-four years. The company has recently appointed new channel partners in Shanghai, ChongQing, Wuhan and Beijing and is looking for more local experts to take its products to what is undoubtedly a growing market.