Stephen King once said: “A product can be quickly outdated, but a successful brand is timeless”. At Etinco, we proactively seek differentiation to ensure the sustainable growth of a brand that has been developed for over 14 years.
Etinco in the context of the B2B market
The rapid development of technology, along with changing purchasing behaviors, is reshaping the global B2B market—including Vietnam. Digital transformation is no longer just a trend; it is now a critical necessity to prevent businesses from falling behind.
In the domestic B2B market, the eCommerce model has actually only developed in the last 5 years but has brought about a significant turning point in the digital transformation process of businesses. With the advantage of diverse supply sources, competitive production costs and active support policies from the State, B2B eCommerce has expanded competitive opportunities for domestic enterprises, while contributing to accelerating the transformation from traditional to modern and sustainable business.
However, with opportunity comes intensified competition. The more potential a market holds, the greater the filtering pressure. Local firms are rapidly emerging; foreign players are seizing market share, especially the rapid change in the “pain points” of B2B customers, causing companies to face many great challenges. And without the right vision and strategy in this sensitive period, bankruptcy is a predicted “financial death”.
Operating in the field of importing and distributing industrial electrical equipment for more than a decade, Etinco’s Board of Directors understands that a business will sooner or later be eliminated if it cannot create a brand difference. We see competition as part of the natural development of the market, thereby developing a suitable development strategy to turn challenges into opportunities to differentiate ourselves from competitors.
Etinco’s “smart move”
Unlike the B2C or C2C sectors, B2B customers tend to transact orders in large quantities and with high values. According to a report by Forrester (a famous American market research company), the average order in a B2B transaction is about 3 times more valuable than the B2C model, and accordingly, the order conversion rate of the B2B seller is also 3 times higher than that of a B2C transaction. However, to successfully close an order, the requirements for competitive advantage and customer value that B2B businesses need to “show” are also really strict.
Etinco has spent a decade observing and understanding to “master” the market. This is the reason why we did not reposition earlier but chose the right time to celebrate the company’s 14th anniversary to renew its appearance – when we had prepared enough human resources and financial resources.
In the new development strategy, instead of focusing on pure e-commerce, Etinco is shaping itself as an importer and distributor of electrical equipment that pioneers REAL experiences for customers. This determines the comprehensive change from brand personality, customer approach strategy to transaction process, in which the focus is on emphasizing that all customer touch points when coming to us come from the heart.
REAL products
With a network of more than 40 reputable partners in the B2B field, we are committed to providing genuine electrical equipment with clear origins from famous brands at home and abroad. All information about manufacturers, product specifications and corresponding price lists can be easily found by customers on the website etinco.vn.
REAL Consulting
Customer trust is a vital factor in the B2B market. Therefore, any customer who chooses Etinco’s products will receive advice that is appropriate to their needs and actual costs. We respect the “personalization” in customer experience, so we focus on building a fast, transparent and honest transaction process in every step. In particular, with a team of experts who have many years of experience working with Electricity units, Etinco not only sells products but also provides quality electricity solutions suitable for each specific system.
REAL Touch Points
By maximizing “multi-touch points” with customers through the website, fanpage, advertising activities and product introduction events, we provide effective communication channels to help customers have the opportunity to experience Real products and facilitate the final selection process.
At the same time, Etinco also implements a product diversification strategy and a pricing strategy to optimize customer needs.
Specifically, cost is one of the “pain points” that B2B customers are concerned about. We are committed to providing the most competitive prices in the market, stable according to the listing and have exclusive products, along with an attractive discount policy for large projects. Along with that, diversifying products from many domestic and foreign brands with thousands of different product codes at the company also helps customers have more suitable choices.
Differentiation creating brand identity – this is the competitive strength that helps Etinco affirm its position in the market of importing and distributing electrical equipment.
Etinco after the adventurous journey…
Being a pioneer in any field is an adventurous journey, “win all, lose all”. Fortunately, Etinco has achieved worthy achievements when becoming a “leader” bringing REAL experiences to customers in the field of B2B electrical equipment and many other fields. Before 2024, “1-minute shopping” was Etinco’s identity. After 2024, “The Real Experience” is the direction we pursue and maintain.
Currently, we have not only improved our position in the market, but more importantly, we are proud to have solved most of the “pain points” of B2B customers, including: “personalizing” the experience, transparency of product information and purchase transactions, optimizing economic value, information security, especially ensuring a continuous supply chain in all circumstances.
The transformation process at Etinco may not follow the majority, but this adventurous journey is not alone when accompanied by partners and customers. We believe that in the next 5, 10 years – with an increasingly strong ecosystem, Etinco will contribute to reshaping the electrical equipment sector, reshaping the relationship between businesses and businesses, as well as businesses and end consumers.
