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Akira International

Mission Possible

Launched in 1999 after the Asian economic crisis, AKIRA created waves in the consumer electronics market with its "value-for-money" proposition.

A global brand owned by TT International, which is a consumer electronics distributor and trading company founded in 1984, AKIRA’s target market is the mass market, positioning itself as "The People’s Brand".

Akira entered the local market by launching its value-for-money television sets.

Competitively priced, AKIRA offers consumers value via its practical product features that comes with an affordable price tag.

The company's sales and distribution network has steadily expanded over the years and AKIRA now sells a comprehensive range of consumer electronic products, including audio-visual and home appliances. The company achieved a whopping S$300.7 million in sales from its consumer electronics arm in FY2006, an increase of 11.2% from S$270.3 million in FY2005.

Today, the company has a presence in over 60 countries worldwide. Its swift expansion into overseas markets is largely attributed to TT International’s readily available markets and channels for AKIRA to tap into.

However, every new business faces its own challenges. According to Julia Tong, Executive Director of TT International Limited, AKIRA’s challenge in its earlier days was to convince dealers who have never heard of AKIRA to display its products in their retail stores.

According to Ms Tong, "The sell-out is very important. Only when consumers have a chance to use our products, do they get to experience the product and realise that it is good."

AKIRA believes in adding value to its customers and benchmarks its products against industry standards.

We don't just fight the price war, instead we value add to the consumers," Ms Tong said."

In an affluent society where consumers are willing to pay high prices for good looks and beauty, AKIRA too believes that the aesthetic looks of a product is the most important factor in influencing a purchase, after that comes the price and quality factors. This is the reason why AKIRA works very closely with its OEM manufacturers to determine the design of its products.

Its key markets today are in the ASEAN region, the Middle East, Africa, Russia and CIS.

Akira has expanded its product offering to a comprehensive suite of consumer electronic products over the years.

Ms Julia Tong, Executive Director of TT International Limited, says that Akira adds value to customers.

In Indonesia and Myanmar, its portable DVD player and chest freezers are the number one brand in the market respectively.
Our strategy is to be the leader in key markets. It's impossible to be number one in everything, so we aim to be category leaders," said Ms Tong.

AKIRA's growth plans for this year include venturing into more countries as well as beefing up its brand profiling. Its focus will be on selling its products in overseas markets, which are buying into the brand very quickly.

"We hope to increase AKIRA's brand awareness through the business matching services offered by BuySingaporeTM and build links for our future B2B activities," Ms Tong added.

About BuySingaporeTM

BuySingaporeTM is a joint initiative between International Enterprise Singapore and Abecha Pte Ltd to provide business matching services between Singapore-based companies and the global business market.

This initiative aims to showcase Singapore companies, especially small and medium companies, to international markets through one national e-channel that leverages on the strong attributes of the "Singapore" brand known for its quality and efficiency.

The e-platform allows overseas companies to search and locate Singapore companies, industries, products and services. Conversely, overseas companies are also able to post business opportunities on the Buy Singapore portal to create win-win global business partnerships.

To read more about the benefits of joining BuySingaporeTM as a Corporate member, please click here.

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