Solution Case Internationalisierung

Global online retail: SindoPower cultivates growth markets


Semiconductor manufacturer SEMIKRON has successfully expanded into the emerging markets in China and Brazil with its B2B e-commerce portal, SindoPower. The new shops in these countries are locally hosted clients of the international shop.

www.sindopower.com has been the B2B e-commerce portal of the globally active SEMIKRON Group (2,900 employees) since 2009. Since then the company has sold semiconductors and electronic components to small and medium-sized customers via the www.sindopower.com site. Following a call for tender in 2009, subsidiary SindoPower GmbH decided in favor of the OXID eShop Enterprise Edition, as the Nuremberg-based company was convinced it offered the most comprehensive scope of functionality in relation to the price.

Easy expansion into international markets

Multi-client capability

Strong growth in emerging markets became apparent soon after the start of the international online shop. The SEMIKRON Group subsidiary therefore decided to launch proprietary online shops in two countries: China and Brazil were each to have their own subsidiaries and their own SindoPower shops. They are hosted locally in the local language and with local logistics and local fulfillment so that online customers do not have to contend with import regulations and customs laws. Local hosting also avoids firewall issues and keep access times as short as possible. The shop in China (sindopower.cn) was launched in 2011, whilst the Brazilian online store (sindopower.com.br) opened its virtual doors in 2012. As SindoPower banked on OXID eShop Enterprise Edition for its e-commerce strategy right from the very start, the subsequent internationalization - with regard to the e-shop - was "no big deal", says Tanja Siebel, Project Manager for Business Development at SindoPower. The multi-client capability of the OXID solution made it easy to expand into new markets. Separate clients were set up for each country with no need for additional licenses. The shop in China is largely the same as the international solution available in German, English and Spanish under www.sindopower.com. Certain graphics and symbols had to be adapted for the Chinese version, although the integration of Chinese characters was a simple process thanks to the UTF-8 capability of the OXID eShop. "What was challenging, especially for implementing partner shoptimax GmbH, was replacing the Chinese characters across various systems both upstream and downstream", reports Tanja Siebel.

Fast and efficient sales processes

Seamless integration with existing systems

The online shop of the Nuremberg-based company are comprehensively integrated, for instance with the SEMIKRON ERP Microsoft Dynamics and the company's CRM system. Furthermore, converting Fulfillment to Chinese characters involved much time and effort: for instance, anyone wanting to dispatch shipping documents in the Chinese language needs not only Chinese characters but also a Chinese operating system. The Brazilian client has to contend with Brazil's highly complex tax system that stipulates different tax rates by product, region and target group. The Brazilian SindoPower-Shop is therefore still undergoing adaptation, whilst the international and Chinese shops were brought up to date with the new relaunch status at the beginning of 2013.

"SindoPower stands for the worldwide online sale of high-performance electronic modules. Our success depends on efficient solutions to the requirements of B2B procurement processes and an integrated connection between shop and downstream systems. We are very well-positioned with the OXID eShop - since 2011 also in China as a market of the future."

Dr. Walter Demmelhuber, Manager SindoPower GmbH - a Company of SEMIKRON Group


Sustainable success through optimized B2B procurement processes

Up to date product and customer information

Automated data reconciliation

The SEMIKRON Group intended from the very start to make SindoPower an unusual B2B shopping experience. Hence the integration of numerous special features in collaboration with partner shoptimax. For instance, technical information on products requiring explanations is transferred automatically from the product information system to the online shop. The information on stock levels and the (re)availability displayed in the shop is also always up to date. Orders are automatically transferred via the Dynamics 2OXID interface to the SindoPower ERP system. User data and product details from the shop are also transferred to the company's CRM system, enabling SindoPower to offer its customers the best possible service.

Customer-driven B2B procurement processes

Usability and services

Useful tools for the order process support efficient and uncomplicated purchasing. Online customers can search and find modules for configuration and thermal calculation or use the opportunity of a live chat. A cross-reference function has been added to the search tool: customers can use names of competitor products to search for the SEMIKRON equivalent. Furthermore, OXID partner shoptimax has integrated a quote wizard in the shop. The wizard enables the customer to put together a customized quote with up-to-date prices and to use it in his company as a PDF file for procurement preparation and approval processes. Customers can generate an order directly from the quote within a period of 30 days. They can also specify preferred delivery dates and partial deliveries. The concept is proving successful. Tanja Siebel confirms that the Chinese shop has been "very well received" and that her colleagues in China are already requesting additional functions.

Conquering future markets

Facts at a glance

  • Rapid expansion through short time-to-market
  • Multi-client capability: growth without additional cost
  • Shop solution adapts easily to internationalization
  • Seamless integration with existing systems
  • Modules guarantee easy functionality extensions