As we bid farewell to 2024, we take a moment to celebrate the incredible achievements of our team over the past year. In this Yearly Review series, we invite some MGIers to share reflections on their personal growth in 2024 and their outlook for 2025. Their stories not only reflect personal growth but also highlight the collaborative spirit that drives us forward.

Today, we spoke with Tommy Li, the Channel Manager from the MGI APAC team. The year 2024 has been an unconventional one for Tommy and the regional team: even though faced with challenges on multiple fronts, they still achieved significant growth in both distribution revenue and market coverage. As a channel manager, Tommy shared how he overcame cultural barriers and collaborated with distributors across the APAC region to drive business growth over the past year. Dive into his interview to explore his memorable experiences in the past 2024.

Q: Would you please introduce yourself and your work at MGI?

My name is Tommy Li and I am now a channel manager at MGI APAC. After completing my degree in Electronics and Electrical Engineering, I spent nearly 10 years working as a Technical Support Engineer across the oil & gas, semiconductor, and medical industries. While in the IVD sector, I came to understand the critical role that engineers and application specialists play in customer success. Inspired by this realization, I made a strategic career shift to Sales Management in 2016, while also earning my MBA. This transition led me to a role managing distributors across Southeast Asia. Later, I joined MGI, where I collaborate closely with over 30 distributors across 20+ countries to drive business objectives and cultivate long-term partnerships. Working with diverse teams within MGI, I focus on expanding our market presence and ensuring sustainable, collaborative growth.

Q: You once worked as an engineer before turning to a sales position in 2016. What drove you to pursue a sales-oriented position in 2016?  

During an organizational restructuring, a pivotal moment in my career occurred when a Sales Director, recognizing my potential, took the time to mentor me. What stood out to me was his own journey—he had started his career as a process engineer, much like myself, and through dedication and a strong focus on learning, he transitioned into a successful sales leader. He shared his experiences, emphasizing how skills in sales and customer relationships could complement my technical expertise. His story resonated with me and served as a turning point. It was during this conversation that I realized the importance of broadening my skillset and embracing new challenges. Encouraged by his guidance and inspired by his own transformation, I decided to take the leap into sales, which ultimately shaped the direction of my career.

Q: Looking back at your journey in 2024, what were your objectives for the year, and how many of those did you achieve?

The year 2024 has been challenging on multiple fronts, primarily due to the shrinking healthcare budgets at higher levels and the intense competition in the Next-Generation Sequencing (NGS) market. Despite these obstacles, we were able to achieve significant growth in both our distribution revenue and market coverage. This success, however, goes beyond just commercial achievement—it represents a broader impact that we are proud of.

As we expanded our distribution network and strengthened our footprint, we have been able to introduce NGS testing to new markets and educate people about its transformative potential in healthcare. In countries like Sri Lanka, Nepal, the Maldives, and Jordan, we successfully completed our first NGS installations, which marks a major milestone for both our company and the regions we serve.

Q: What is your proudest achievement or most impressive moment from 2024?

At the APAC Distributor Meeting, I had the privilege of reconnecting with many familiar faces from across the region. It was truly inspiring to see so many diverse cultures, backgrounds, and experiences come together with a shared vision. The atmosphere was one of collaboration and mutual respect, where we could openly discuss our partnership and the sustainable growth of our business. It wasn’t just about expanding market share or achieving financial goals—it was about building something that would bring long-term benefits, not only to our companies but also to the local communities we serve.

Q: You have been recognized for your great contribution in channel management which contribute a lot in regional performance. Would you please share with us some tips in channels management? What were some of the most challenging aspects of your role this year, and how did you overcome them?  

As a channel manager, it is essential to strike a balance between adhering to established policies and procedures while also being adaptable to the unique needs of each market. While maintaining discipline and following best practices is important, the role also requires flexibility to adjust strategies based on local conditions. I have to assess regional nuances, adapt approaches as needed, and react swiftly to changes in the market environment to ensure the continued success and growth of the business.

Despite the challenges, I would say at the core of our success lies the day-to-day support we provide to our channel partners, understanding and addressing their unique needs. Together with each team within our organization, we create a seamless support system that contributes to our success.

Our Product Marketing Management (PMM) team is dedicated to equipping our partners with in-depth product knowledge and sales skills. Through comprehensive training programs, they ensure that partners are not only familiar with the features and benefits of our products but are also equipped to effectively communicate this information to customers. This helps our partners position the product in a way that resonates with their target audiences, increasing both sales effectiveness and customer satisfaction.

Meanwhile, our application team works closely with partners to provide hands-on training on how to operate the instruments. By demonstrating how to use our equipment efficiently and effectively, they help ensure that partners can deliver high-quality results to customers. This training builds confidence in using the technology and reinforces the practical value our products bring to everyday operations.

The Sales team’s role is equally vital. They guide our partners in connecting with customers, offering tailored solutions, and nurturing relationships. Through regular engagement, the Sales team ensures that our partners are not only selling a product but are solving real customer problems and adding value at every step. This collaborative approach helps create a customer-centric sales experience, one that fosters long-term partnerships and builds trust.

Ultimately, it’s this day-to-day, hands-on support—across multiple functional teams—that enables us to adapt to the ever-changing market landscape, meet the varied needs of our partners, and provide solutions that truly benefit the end customers. By working together, we create an ecosystem of support that empowers our channel partners to succeed, grow, and drive our collective success.

Q: How do you see your role in contributing to regional business growth?

The APAC region is diverse, with each of its five distinct subregions—East Asia, Southeast Asia, South Asia, Oceania, and the Middle East—having its own unique cultural, economic, and business dynamics. This diversity means that each market behaves differently, with varying customer expectations, purchasing behaviours, and regulatory environments. For the Channel Management team, this presents both a challenge and an opportunity.

Our role is to implement the MGI global direction and strategy while tailoring these plans to fit the specific cultural nuances of each local market. A one-size-fits-all approach doesn’t work in APAC; instead, we need to adapt our strategies to ensure they resonate with local partners and customers. For example, in East Asia, the emphasis may be on precision, efficiency, and technical expertise, whereas in Southeast Asia, relationships and trust-building are often at the forefront of business practices. In the Middle East, there may be a stronger focus on service quality and long-term partnerships.

To navigate this complexity, the Channel Management team works closely with local teams in each region, understanding their specific needs and challenges. We help translate global strategies into culturally relevant, actionable plans that align with both HQ’s objectives and the local market realities. This means considering local languages, customs, business etiquettes, and even economic conditions to craft strategies that are both effective and respectful of the unique characteristics of each region.

By fostering close collaboration with local partners, we ensure that our distribution networks are aligned with the company's goals while also being responsive to the individual needs of each region. This local adaptability, combined with global cohesion, helps us build strong, sustainable relationships and maximize the success of our products and solutions across APAC. Ultimately, our ability to balance global strategy with local cultural insights is what allows us to thrive in such a diverse and dynamic region.

Q: Compared to 2023, what business breakthroughs have occurred in your region?

Back in 2023, our presence in India was limited to just one distributor, which posed both challenges and opportunities for growth in a rapidly expanding market. At that time, we recognized the vast potential that India offered, given its large and diverse customer base, its growing healthcare sector, and the increasing demand for advanced technological solutions. However, to truly capitalize on these opportunities, we needed to expand our distribution network and reach a broader audience.

In response, we took decisive action to diversify our approach. Over the past year, we expanded our distributor and agent network across India to more than 10 partners, each strategically located in key regions to maximize coverage and support. This expansion has been pivotal in driving our growth in the country. By working with multiple local distributors and agents, we have been able to tailor our offerings to the specific needs of each region, ensuring that our products and services are more accessible to a wider range of customers.

As a result of this concerted effort to diversify and strengthen our distribution network, the revenue from India has grown by more than 100% in a short period. This remarkable growth reflects not only the success of our strategy but also the increasing acceptance and demand for our products in the Indian market. The expanded distribution network has allowed us to reach more customers, provide better support, and enhance our brand visibility, all of which have contributed to this significant revenue boost.

Looking ahead, we are committed to continuing this momentum by further strengthening our partnerships, exploring new market segments, and enhancing our local support infrastructure. The success in India serves as a clear example of how strategic channel expansion can lead to substantial growth and solidify our position in key emerging markets.

Q: Which kind of MGI products are popular among your regional customers? What are the unique strengths of popular MGI products?

The G99 Sequencer has undoubtedly become our flagship product, gaining widespread recognition as one of the most popular and highly sought-after solutions in our portfolio. Its success can be attributed to a combination of innovative design, exceptional performance, and the strong value it delivers to our customers.

What sets the G99 apart is its cutting-edge technology, user-friendly interface, and versatility across a wide range of applications. Whether in laboratory research, clinical diagnostics, or industrial applications, the G99 Sequencer is known for its reliability, speed, and precision. Its ability to process complex data quickly and accurately has made it an indispensable tool for many of our partners and customers, helping them achieve more efficient workflows and better outcomes.

Q: What are your goals for 2025, and what is your plan to achieve them?

One key strategy for growth involves introducing new channels dedicated to smaller products—those with lower price points or more niche applications. These products have the potential to attract a different segment of customers, including small businesses, independent researchers, and emerging markets where affordability and flexibility are key factors. Establishing dedicated channels for these products ensures that we are not solely reliant on high-volume sales but can continue to capture revenue from smaller but steady streams.

In addition, tapping into online channels is becoming increasingly vital as e-commerce continues to shape the way customers shop for products. Building a robust online sales platform will allow us to reach customers who prefer to browse and make purchases digitally, whether they are individuals, small enterprises, or even larger institutions looking for quick, easy access to specific products. This shift to digital platforms will also make our products more accessible to global markets, especially in regions where traditional distribution networks are limited or still developing.

Finally, we are exploring the establishment of wholesale centres that serve as centralized hubs for larger volume transactions. These centres will not only focus on bulk sales but also function as vital touchpoints for market feedback, technical support, and fostering relationships with distributors in key regions. By creating a strong presence in wholesale markets, we can efficiently meet demand from larger institutions, hospitals, and research organizations that require high volumes of products for ongoing projects and operations.

Q: Please share your wishes for your regional team and the rest of the MGI community in 2025.

As we embark on this new year, I wish all of you a Happy New Year ahead—full of personal and professional growth, new achievements, and continued success. Let’s build on the momentum we've gained, stay focused on our mission, and keep pushing the boundaries of what we can accomplish together. Here’s to another year of great teamwork and reaching new heights!