With what achievements is your company approaching its 10th anniversary?
Our main achievement: in the 10 years of operation of the Tenda office in Russia, we have built a stable supply network for both of our brands, Tenda and IP-COM, and user support in almost all regions. If we recall the history, the first official Tenda deliveries through dealers began much earlier, and in 2015 a branch of Shenzhen Tenda Technology Co. Ltd was opened, possessing all the powers as the head office. The Moscow branch of Tenda manages the markets of the Russian Federation and the CIS countries, including the product range and pricing policy for all sales channels, as well as service and technical support for customers, which is the most important component of our business. For all 10 years, we have been steadily growing both in the number of partners and in the volume of products sold.
As a result of a consistent policy, in 2024 our revenue "year-on-year" doubled compared to the previous year. Last fall, we experienced a sharp surge in demand for our products and, at some point, our Moscow warehouse was completely sold out. In 2025, we are acting more cautiously, planning deliveries in advance, maintaining the warehouse assortment, and forming a product matrix taking into account feedback from our partners and distributors. Right now, in our Moscow warehouse, there are about 350 models of our devices ready for shipment. We have more clearly formulated the positioning of both brands and developed our own marketing strategy for each of them.
Tenda maintains the widest range of network equipment among competitors. We also maintain the approach that a local network can be assembled under a single brand of almost any level: home, small business, Enterprise, or industrial facility. At the same time, most of the products remain in the middle price segment, however elasticity in selection is maintained: you can choose an analogue slightly higher in class or slightly more affordable. It is important that all products are managed on a single Tenda IT platform and do not require reprogramming.
IP-COM and the Pro Fi IT platform are strictly in the niche for professionals. IP-COM products are more powerful but require a professional approach to selection and configuration. It is reasonable to use them where non-standard engineering solutions, design, or the integration of several product categories into a single LAN network with the use of proprietary or unique control and management tools are required. We plan to pay more attention to training programs for design engineers and installers.
In which Russian regions are your products present?
The Tenda partner network covers all regions of Russia; our products can be purchased in Kaliningrad, Vladivostok, Arkhangelsk, and Crimea. We cooperate with both large and local dealers, which allows our products to reach the end consumer everywhere.
How many regional offices do you have in Russia?
The number of Tenda's own offices in the country is constantly increasing. This year, an office in Novosibirsk has been opened and is showing explosive business growth. As already mentioned, our smart technology implies mandatory user support, so we are obliged to be present wherever our products are sold. Either as a representative office or through partners or distributors.
You sell your equipment only through distributors, or do you do it directly in some cases?
We do not sell directly even to providers – all products are shipped only through distributors. But we often make targeted shipments from our Moscow warehouse to partners. Tenda and IP-COM products, regardless of the nomenclature, are shipped through distributors even for specific projects. If the delivery is targeted, then together with the entire chain of dealers, we build a price waterfall to maintain our partners' interest in working together even on small project deliveries. A mutually beneficial program of privileges is agreed upon for each distributor and sub-distributor, including pricing policy and marketing support: we form a marketing MDF fund quarterly for joint promotions in each sales channel.
What part of your products are sold through marketplaces?
Marketplaces are a significant part of our sales network. If we evaluate sales in units, then about 30% of Tenda brand products are sold on marketplaces. However, this channel also has the highest costs and the highest competition. For example, in our flagship category of home routers, more than 230 brands are currently sold! Tenda's share on marketplaces continues to grow, including due to strong technical support and a 3-year warranty.
What part of the products of the parent company Tenda is sold in Russia? Is the product deeply localized?
Shenzhen Tenda Technology is a full-cycle company, including 5 own R&D offices, 3 production sites, and a large IT development team. We can afford to do quite deep localization in terms of design, hardware, and software. Most often, such a request comes from telecommunications companies or providers. We have already implemented projects with Rostelecom, Beeline, MTS, Tricolor, Megafon, and others. There is experience in supplying white-label products to Russia as well. The decision to launch a specific model on the market is made in the Moscow office after thorough marketing analysis and technical testing. Almost a third of our products are sold through providers, and they have increased technological requirements.
Which categories of your goods are most in demand in Russia?
Our flagship niche is home Wi-Fi routers and Mesh systems. However, Tenda is constantly improving and releasing products in new categories. Now we can confidently say that Tenda offers the widest range of equipment for building local networks under one brand: routers of various types, Wi-Fi network extenders, powerline, USB adapters, managed and unmanaged switches, controllers, all types of access points, including outdoor protected ones, fiber optic converters and switches, ADSL routers, video surveillance systems, wireless routers, Mesh systems, etc. By the way, we recently updated our corporate website – it presents the entire range as much as possible. Visit: www.tenda.ru.
How is your marketing structured?
In the marketing of both brands: Tenda and IP-COM, we adhere to classical principles, but at the same time we use the latest technologies. In general, as for any high-tech product, promotion is built simultaneously in several directions: popularization of the brand itself and its reputation, product advertising, b2b programs to attract partners and, of course, sales support at all levels – from "unloading" the distributor's warehouse to highlighting products on electronic showcases or in the trading hall. We pay a lot of attention to training programs for partner employees, participate in conferences, and conduct joint promotions for end customers. In marketing, we are always ready to consider new tools and conduct experiments. Write to us by email: marketing@tenda.ru if you have interesting proposals.
How do you win partner loyalty?
First of all, we create the most favorable commercial terms of cooperation. We do not forget about comfortable product delivery conditions either. We collect and analyze feedback, form joint pre-orders taking into account the specific sales channel and regional preferences. We support not only federal but also local marketing campaigns in various channels: we provide prizes, merchandise, or allocate funding. We have a progressive system of partner motivation; at the end of each quarter, an MDF fund is formed for joint marketing activities.
What is the main value of Tenda products for end consumers?
Stay connected! It is under this slogan that we are currently working. Our products provide a reliable connection with high speed – exactly what is now in the highest demand.
I will list 3 advantages of Tenda, decide for yourself which of them is more important for you.
Firstly, the technical capabilities of new Tenda products significantly outpace the capabilities of client devices. For example, we are already selling Wi-Fi 7 routers, although there are very few devices that fully support this standard. We, at Tenda, are confident that the network infrastructure should develop faster than the user devices themselves.
Secondly, our own technical support service directly conducts dialogues with end customers, helping in setting up or updating the equipment software.
Thirdly, we provide a 3-year warranty on all Tenda and IP-COM products.
What is the maximum delivery time of your products to Russia if they are not in your warehouse in Moscow?
Due to the fact that the products are entirely manufactured at our sites, we can quite accurately predict their delivery to the warehouse in Moscow. Currently, logistics from the warehouse in Shenzhen to the warehouse in Moscow takes about 30 days. We carry out all customs procedures ourselves and meet these deadlines.
Can you name implemented projects in which Tenda products were particularly noticeable?
Such projects exist. They are implemented not quickly but in several stages: project, tender, testing, delivery. We provide project protection for clients and partners, that is, we fix the most favorable conditions for them and maintain them throughout the project implementation. For example, the Chernomorsky hotel complex in Gudauta was recently put into operation, where the local network is assembled entirely on our IP-COM equipment: 2.5-gigabit enterprise-level IP-COM M50-F routers with cloud management, powerful AX3000 IP-COM Pro-6-LITE access points, gigabit smart switches IP-COM G2220P-16-250W. A very busy resort season has confirmed the reliability of our equipment and the correctness of the choice of design engineers.
You work directly with Internet providers throughout Russia. What technical IT improvements are you willing to make at the request of the customer?
Providers purchase almost 30% of our routers from us, as they fully meet the requirements of providers in terms of ease of setup, reliability, and price. Each provider may have its own requirements for the software firmware, due to specific server equipment or software stack. In this case, we jointly draw up the TOR and ask our IT team to customize or refine the software. The depth of such refinement can be different, up to branding the entire UI or control panel.
What does parallel testing give you?
Not all of our customers who conduct tests before large purchases are willing to publish post-reports. Very often, both the test algorithms and their results have a confidential component. Therefore, parallel testing, such as we implement with the iXBT editorial board, helps to demonstrate the most significant product advantages to a wider audience of potential customers.
Are switches with 10-gigabit ports and Wi-Fi 7 access points in demand in Russia?
Tenda, as a manufacturer of infrastructure equipment, should always be a few steps ahead of the technological demand. When we presented IP-COM switches with 10-gigabit ports at the end of 2021, there were many questions about excessive bandwidth. However, thanks to our proactive approach, a large number of implemented projects are ready not only for today's but also for tomorrow's network load. Wi-Fi 7 access points are already being included in projects; their technological capabilities are in demand in the market. We hope that in the near future we will be able to talk about large socially significant facilities equipped with Wi-Fi 7 access points from the IP-COM brand.
In which regions do you plan to open more offices of Tenda Rus?
The plans for the near future include opening additional offices in other cities, in addition to Rostov-on-Don, Samara, Novosibirsk, and Yekaterinburg, which will provide support to partners in those regions where we are seeing growing demand for our products. We are also increasing our network of service centers, expanding and modernizing our own customer support department.
In how many regions do you have service centers? What part of Russia do they cover?
Service support is provided to absolutely all buyers of Tenda and IP-COM products. We do not open our own service centers, but conclude agreements with already proven providers of this service. Our technical service carries out strict selection and control of the work of partner service partners. Local centers operate in some regions, and network centers operate in others. Customers who have made a purchase in large chain stores, such as DNS or Citilink, or those to whom our equipment was provided by a provider, can contact their own services.
What are the plans of Tenda Rus for the next year? For the next 10 years?
Widespread introduction of new, more productive technologies. Wi-Fi 7 is the latest wireless communication standard, which has become a response to the growing demand for equipping homes with smart technology and the growth of traffic for content exchange. According to statistics, more than 70% of fixed-line subscribers in Russia connect to tariffs in the range of 200-500 Mbit/s.
In addition to meeting speed standards, the stability of Internet access is no less important now. The density of subscribers is growing exponentially: these are gadgets, smart IoT devices, and gaming devices. Therefore, Tenda engineers are paying more and more attention to the stability of devices even under high loads.
Mobile traffic speed is growing by 12-15% per year. This, by the way, affects the growth in demand for our line of 4G and 5G routers with Sim cards, which use the upstream channel from the mobile network.
Our second brand, IP-COM, will develop in the small business and B2B segment. We will position it for installers and integrators to fill project facilities. We plan to significantly expand the IP-COM device line. We are already supplying switches with 10-gigabit ports and Wi-Fi 7 access points under this brand. That is, we are ahead of the user device market. While client devices are only beginning to master the Wi-Fi 7 protocol, we already have tested and ready-made devices of this latest network standard in our warehouse, both for end users and for equipment of office and commercial enterprises. Our strategy is that the network infrastructure should be several steps ahead of the client's needs and meet the demand of tomorrow.
Gennady Vetrov
===============
Victor Wang Yunlong was born in 1994 in Dalian, Liaoning Province, in eastern China. As a child, he enjoyed singing, drawing, and playing basketball.
He received a bachelor's degree from Liaoning University, where he studied economics and international trade. Russian was one of the disciplines.
He continued his studies in Russia and graduated from BashSU with a master's degree, where he continued to study economics, Russian, as well as financial analytics and risk management.
In 2021, he joined the Tenda team at the Head Office as a Product Manager.
And in mid-2022, he received a serious promotion and was appointed to the post of Country Manager and General Director of the Russian branch of Tenda. He now manages Tenda's operations in Russia and the CIS countries.
Tenda Rus is a branch of Shenzhen Tenda Technology. A Chinese vendor that develops and manufactures network equipment: routers, Wi-Fi access points, switches, CPE antennas, network controllers, video surveillance systems. Own sales in more than 100+ countries. There are branches or representative offices in 60+ countries. In the Russian Federation since 2015 in the status of a branch, represented by the Tenda and IP-COM brands. In 2025, Tenda celebrates its 10th anniversary of operation in Russia. www.tenda.ru
Business Features
Tenda products are complex and smart equipment, the user characteristics of which are determined by both the quality of production, components, and software.
Customer satisfaction is always our top priority. Therefore, most of the attention in doing business is paid to customer service issues, IT improvements to the user interface, the selection of relevant models for the market, and their deep Russification.
On the one hand, it is still household appliances, and already necessary in any modern household. On the other hand, the competent selection of equipment and its configuration often require certain skills and knowledge. Our production tries to smooth out these differences as much as possible by introducing more convenient configuration interfaces and increasing the stability of each device. In confirmation of our efforts, a 3-year warranty is given on all Tenda equipment.
Team
The Tenda office is very modest in composition, so we select high-level professionals for our team. We try to retain staff: we have employees who have been working for 5-7 years, and there are even those who worked with Tenda products in Russia even before the opening of the official office. In many large cities, such as Rostov-on-Don, Samara, Novosibirsk, Yekaterinburg, we have our own representative offices. The country is large and diverse - you have to travel a lot on business trips to meet with partners and clients in order to better understand the specifics of each region. We regularly take part in regional business conferences and get to know partners in person.