Local Technology Brands Become Increasingly Competitive Amid Global Onslaught
Competition in Indonesia’s technology retail industry has shown a shift in recent years. The strong dominance of global brands is now being balanced by the presence of local brands, which are considered increasingly adaptive and capable of meeting domestic market needs.
Founder and CEO of JETE Indonesia, Jhonny Thio Doran, views this change as reflecting a transformation in the market structure that is more open to domestic players. “What determines success is not just the size of the brand, but how closely the brand is present in people’s lives,” said Jhonny.
According to him, closeness to consumers is one of the main strengths of local brands, in addition to the ability to adapt quickly amid market dynamics.
Public trust in local technology products is also said to be continuously increasing. Previously, global brands dominated choices, but now consumers are giving more space to domestic products, along with improvements in quality and services offered. “When consumers feel like they are part of the brand, they no longer just buy a product. A sense of ownership grows, and that ultimately builds more natural loyalty,” he said.
In addition, distribution is a key factor in strengthening competitiveness. With Indonesia’s vast geographical conditions, local brands are considered to have an advantage in reaching various regions because they understand the market characteristics in each area.
On the other hand, changes in consumer behaviour are also driving business strategy transformations. Consumers now not only consider price but also the value and relevance of products to daily needs. “Now consumers seek value from what they use. When that value is felt, trust in the brand will grow on its own,” said Jhonny.
He added that the ability to move quickly is another advantage of local brands. A relatively simpler organisational structure makes local brands more responsive in making decisions. “It’s not just about speed, but how every step taken can be a learning experience to continuously adapt to market needs,” he said.
With strengthening in the domestic market, opportunities for local technology brands to penetrate the global market are considered increasingly open. However, readiness in terms of systems and governance remains an important factor before stepping further. “For me, strength in the domestic market is an important foundation. When we already understand the local market and have a strong system, we will be more ready to compete at the global level,” said Jhonny.