Effiplus Makes its UK Debut at Brityrex
Giving the range its UK debut at Brityrex (following a European launch at Reifen Essen in June and the initial unveiling at Reifen China last December), Techking’s aim is to place the Effiplus brand at the top of the budget segment with a view to progressing into the economy sector within the next five years. To this end, the company used its position at Brityrex as platform for attracting new distribution partners. The company’s strategy right across Europe is to offer its partners exclusivity in the various markets it works in, but company representatives also recognised that in some mature markets like the UK this it not always possible. While Techking is said to prefer to the model of offering exclusivity to a single partner, one idea is to divide the market between two or three regionally exclusive distribution partners, if necessary.