Noel Lee is pretty confident that his just-announced partnership with NBA basketball star and Chinese national hero Yao Ming to launch select co-branded products in China will carve a wide enough niche in the market door to allow his Monster Cable brand to build a foothold in the world’s biggest marketplace.
“It’s a varied market with a huge population,” said Monster Cable’s company principal in explaining why he thinks his strategy of targeting the upper-mid-to-high-end pricing tier while avoiding the low-end, commodity-type tier is the ticket to success. “There’s even interest there in two-channel stereo and higher end loudspeakers there. Because of Yao’s brand, lower-tiered product might be accepted, but that’s not where Monster does business,” he said in describing the retail price range of Yao Monster goods that will begin rolling out through both smaller retailers and big-box stores like Best Buy and soon, Germany’s Media Markt, who are staking a claim to China’s brick-and-mortar electronics shoppers.
“We’ll also help to educate the dealers there to sell high end, and plan to launch a program like M5 in the U.S. to do that,” added Lee.