TP-Link is a manufacturer of computer networking products, and is based in Shenzhen, Guangdong, China. The company was founded in 1996 by two brothers, Zhào Jiànjūn and Zhào Jiāxīng. Its purpose was to produce and market a network card they had developed. The basis of the concept is a cable called a ‘twisted pair link’ (TP-Link).
They began their first international expansion in 2005, then moved into a brand new, 100,000 square metre production facility and headquarters just two years later. In 2008, they expanded into the American market.
In 2016 they rebranded their logo and slogan to invoke a ‘lifestyle brand’ feel to the company and to clearly identify themselves as they expanded into smart home products. The new slogan, ‘Reliably smart,’ is meant to reflect both solid technology, and intuitive design.
They produce (among other things) mobile phones, ADSL, standard routers, wireless routers and range extenders, IP cameras, print servers, powerline adapters, wireless adapters, media converters, power banks and, as mentioned before, a variety of smart home products under their product line called Kasa. In 2016 they launched a new smart phone brand, under their ownership, called Neffos. As well as designing and producing their own product line, they manufactured the Google OnHub.
They sell globally, taking advantage of a multitude of sales channels and methods, both retail and wholesale. They compete primarily against Netgear, Belkin, Buffalo, D-Link, Asus and Linksys.
