3-Year Partnership: How CHISEN Helped a Wholesaler Dominate Their Region

When Hassan Al-Rashid took over as purchasing director at a batteries and parts wholesaler in Dubai in 2021, he faced a market that seemed impossibly competitive. Six major distributors all selling similar products at similar prices. The distributor’s market share was a flat 11% across three years.

“Everyone was selling the same batteries,” Hassan said. “The only way to differentiate was price, and price competition just destroys everyone eventually.”

The Turning Point

At a battery trade fair in Guangzhou, CHISEN’s team spent three hours understanding Hassan’s business — his customer base, target markets, margin requirements, and growth ambitions.

“They weren’t trying to sell me batteries,” Hassan said. “They were trying to understand my business. That was completely different.”

Three Years of Results

The Competitive Moat

“My competitors can always match my price,” Hassan said. “But they can’t match my battery quality. Once a retailer tries CHISEN batteries and sees the difference, they don’t go back. My customer retention rate went from 62% to 91%.”

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