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Dealer Direct Program


Pricing and Discount Policy

In most places, APT is available at a few dealers that focus on planted aquariums. We support all our dealers to promote APT and the 2Hr Way, without competing on price. Over time, dealers that provide better service, quality and marketing attract more customers. This policy is to ensure uniform pricing of APT products across different dealers.


Can I list a retail price that is higher price than the MAP ?

Yes. However, if consumers are effectively paying more 20% higher than MAP, please let us know the reason and thinking behind your pricing. 

The pricing in your price catalogue is too low for me to make a good profit!

Please let us know and help us understand what is the reasonable retail pricing in your area. We will set the MAP after consultation with our dealers. 

Why do you have more than 1 dealer in my area?

For the brand to grow, more outlets increase consumer confidence and awareness. In turn, this helps you because more customers will seek out APT.

How do I compete with other dealers that also carry APT?

There are many ways. For a start, we offer 3 suggestions:

Set up a show-tank using APT products. We will guide you, and even provide APT products for your show tanks for free. From experience, a good show tank makes a powerful impact. The dealer with the most professional show tanks often attracts the most customers.

Provide products that attract customers to return to your shop. Plants and livestock for example. If you need advice on maintaining certain plants in your shop- we can share our experience. We may also be able to help in suggesting some sources / suppliers for plants or equipment.

Decide your speciality: do customers come to your store because of your service / honesty, or your range of products, or because of your knowledge? Do they choose you because of your location? 

What is the difference between a Distributor and a Dealer?

A Distributor's main business is to service and sell to shops / retailers. Distributors often do not operate any retail store and do not compete with shops. They source products on a large scale, and handle the importation and logistics of providing the products to retailers / shops. 

A Dealer's main business is to service consumers / retail customers. Dealers generally operate retail shops. Some dealers may sell some products to other shops, but it is often difficult as retailers view each other as competitors.