Techmezine interacted with Sarah Luo(APAC Marcom & PR Manager of Heilind Electronics) about branding , market plaining in Asia.
Techmezine: Could you explain Heilind Electronics Company ?
Founded in 1974, Heilind Electronics, Inc. (http://www.heilind.com) is one of the world’s leading distributors of connectors, relays, switches, thermal management & circuit protection products, terminal blocks, wire & cable, wiring accessories, insulation & identification, fastener/hardware and sensor products. From its founding in 1974, Heilind has grown to become the industry’s pre-eminent interconnect distributor, with the largest inventory of connector products in North America. The company was built on the ideals of deep inventory, flexible policies, responsive systems, knowledgeable technical support and unsurpassed customer service and today supports original equipment and contract manufacturers in all market segments of the electronics industry.
Heilind has over 40 facilities in the United States, Canada, Mexico, Brazil, Europe, Hong Kong, Singapore and Mainland China. As part of Heilind global expansion, Heilind Asia Pacific was officially launched on Dec 12th, 2012. Covering primarily Heilind product categories, Heilind Asia Pacific mainly focuses on connectors, relays, switches, thermal management & circuit protection products, terminal blocks, wire & cable, wiring accessories and insulation & identification products and sensor products distribution business.
Heilind Asia Pacific now has 23 locations throughout Asia. By replication of Heilind successful North American business model of a strong commitment to inventory to deliver the highest levels of service possible in the Asian market place, it insists on the belief of Distribution As It Should Be.
Techmezine : How does Heilind build the brand in APAC ?
Branding is a consistent process in communications, public relations, experience, etc.; the aim is to generate awareness about our business, so we need to use marketing strategies and campaigns with the goal of creating a unique and lasting image in the marketplace. Generally, we focus on Official Website Design, SEO & Content Marketing, Social Media Marketing, Email Marketing, Advertising, and Online & Offline Events. To differentiate from competition is also very important in branding, we choose a few competitors and create a brand competitor research report to compare regularly, cultivate and convince customers to purchase from us.
Techmezine :What’s your plan to build brands in INDIA ?
We have realized India is a huge and potential market when Heilind stepped to Asia market, we had local sales support in Bangalore and New Delhi from the beginning, attended Electronica India for three consecutive years, last year, Heilind Bangalore office opened; I believe in the past few years, Heilind brand has been established gradually in India market, while being an international brand, localization is highly necessary, Indianization is a part of our branding plan, with Heilind core strengths of the products and service, we cooperate with India top medias in electronic field to translates the value proposition in meaningful ways that are consistent with the brands heritage and our new potential in India.
Techmezine :What’s a key marketing activity your company undertakes in Asia ?
Marketing plan is always adjusted according to the company’s business strategy, for Heilind Asia, at the very beginning, the target was to enhance Heilind market presence in Asia and transit the brand image & business model from North America; we focused more on Website Design, Brand perception including website design, logo, corporate PR, large-scale events. Then we had our local language websites and unified Chinese brand name for Greater China. Gradually we stepped to segmentation focus, marketing activities become more specific on applications/ solutions, meanwhile, more resources were allocated on searching engine marketing and 3rd party inventory listing; As self-media becomes more prominent in the market, we also pay close attention to new media platforms.
