Logistical, technical, and commercial support from a single source around the globe - this is what Rutronik wants to offer its customers. To achieve this, the distributor started to develop the Asian market in 2011 with branch offices in China, Hong Kong, and Taiwan, followed by North America in 2015. Since then, numerous branch offices and employees have been added.
Enormous potential in Asia
The starting point for Rutronik's presence in Asia was to supply European customers with production facilities in Asia faster and more cost effectively - and in accordance with European quality standards. It was thus planned to set up a logistics center with customer service in Hong Kong. However, this quickly turned into a complete organization with sales, technical support from Field Application Engineers (FAEs) and Business Development Managers (BDMs), and assistance from a local marketing team. Thanks to this independent sales organization, which covers the distributor's entire range of services, Rutronik can meet the requirements of its customers and component suppliers both in Asia and in Europe.
Today, around 100 employees work for Rutronik in six offices in China, Taiwan, and Thailand. The South East Asia region remains an extremely interesting sales market with enormous potential for the distributor and its partners. Rutronik recently opened a new office and storage facility in Singapore in order to benefit from this together with suppliers and customers. Further offices in Tianjin (China) and Penang (Malaysia) as well as an additional storage facility near Shanghai in China are planned.
The USA as a growth factor
Rutronik has been represented in the USA since 2015, and there has also been a branch office in Querétaro, Mexico, since 2008. With the relocation of the headquarters from Cleveland, Ohio, to the metropolitan region of Dallas, Texas, and the establishment of the logistics center in Austin, Texas, the distributor has initiated a new phase of development on the North American continent: In the spring of 2018, additional offices followed in Concord, Massachusetts, and Santa Clara, California. As a result, Rutronik now has a presence in the key regions of Boston and Silicon Valley and can offer even better support to its customers and suppliers throughout the USA. Twenty-four employees, including FAEs, sales and marketing experts provide all distribution services to customers in the USA, Mexico, and Canada.
Over 100 suppliers of electronic components and systems belong to the Rutronik partner network in Asia and North America, including renowned suppliers such as AVX, Infineon, Nordic Semiconductor, Osram Opto Semiconductors, Rohm, Vishay, Yageo, and many more. Together with them, the distributor aims to offer its global customers innovative products at standard worldwide prices for trend-setting solutions.
Distributors are intermediaries between component suppliers and their customers. In order to further strengthen these relationships, Rutronik organized a customer tour through China for the seventh time in 2018, with great support from certain suppliers. Together with Rutronik, 40 representatives of companies from Europe, North America, and Asia visited the production sites of Yageo, C&K, Vishay, Chilisin, DLC, and Recom in China.
Rutronik organizes technical seminars, Tec-Days, and workshops in cooperation with its franchise partners in Asia and North America in order to inform developers at a technical level about new developments and trend-setting fields of application. Many developers use this opportunity to obtain information about the latest technologies, products, and roadmaps of the suppliers.
Think global - act local
The slogan "Think global - act local" is also the key to success for Rutronik. As the distributor is convinced: A strong local presence is the only way to accompany projects worldwide and ensure design support and a global supply from a single source.
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