Superb Crew invited Vesper Hu, Marketing & Corporate
Communications Manager APAC of Heilind Electronics Inc. for an exclusive
interview about the marketing and branding strategy of Heilind
Electronics in APAC.
HONG KONG–(BUSINESS WIRE)–
Media: Superb Crew
Interviewee: Vesper Hu, Marketing & Corporate Communications
Manager APAC, Heilind Electronics Inc.
SuperbCrew is a tech news website covering innovative tech and internet
companies. SuperbCrew delivers latest insights and interviews from
1. Could you provide our readers with a brief introduction to Heilind
Electronics and DAC Group Company?
Heilind Electronics, the first DAC Group Company was founded by Bob
Clapp in 1974, with the focus on interconnect and electromechanical
products. In 1982 he started D.B. Roberts Company with an emphasis on
specialty fastener products. The same year the DAC group was established.
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.
DB Roberts is a recognized leader in fastener distribution. Since
inception, it has been focused on providing solutions for fastener
applications in Sheet Metal Fabrication, Metalworking, and Industrial
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 21 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”.
2. Heilind has been very successful in the field of electronic
component distribution. For a growing enterprise, in addition to the
company’s technical strength, branding is also increasingly important.
What’s your understanding of brand building? How does Heilind build the
brand in APAC? And what’s your plan to build brands for hardware and
fasteners that Heilind plans to introduce in APAC?
Generally speaking, brand is the definition customer made from overall
perception of our business, and brand building is a long process getting
our target audience to know who we are and what they could expect from
us. Through storytelling, we build our reputation and make our brand
recognized & loved.
Brand building is quite influential for developing business. According
to Nielsen’s Global New Product Innovation Survey, nearly six-in-ten
global consumers (59%) prefer to buy new products from brands familiar
to them, and 21% say they purchased a new product because it was from a
brand they like. A reputable brand could be one of the most valuable
wealth a company owns.
The first step we start for Heilind brand building in APAC is to
determine the target audience and our uniqueness which differentiate us
from other competitors, delivering the right content to the right group
on right platforms—as the interconnect specialist, with the mission to
insist the core value of distribution, we carry connector inventory in
breadth and depth supporting original equipment and contract
manufacturers in all market segments of the electronics industry.
Then we outline the competitive advantages and key benefits to
provide—franchised for 100+ world leading manufacturers, No MOQ/MLV,
professionals of interconnect and electromechanical products, completed
set of value added services, design in support, multicurrency, local
support in 21 locations all around Asia…
Under the clear brand image with plan externalized, we integrate Heilind
brand into as many aspects as possible of our business, such as the
print, signage, website, advertising, searching engine optimization,
online & offline events, content marketing, press release, social media,
souvenirs and customer service.
Brand building is not a one-step project and it doesn’t happen in a few
days or even in a few months, which is a long term relationship
management with stakeholders and the public. It has to be consistent in
image, communication and experience, thus, it would be always on-going
and transitional which moves forward in everyday operation details.
We will follow the same successful branding process for the hardware and
fastener brands. Penn Engineering is the first dedicated
hardware/fastener supplier we are adding into our Marcom program. At the
same time we will include Heyco, Panduit and RAF into this marketing
initiative. We will continue to add complementary lines regularly to
enhance our presence in this product category.
As we mentioned earlier, all our hardware/fastener brands are grouped
under DB Roberts, a recognized leader in this field. We plan to use our
existing Heilind infrastructure to support the branding, marketing and
sales of these product lines in Asia.
3. What do you think is the most effective marketing activity
you or your company undertakes?
It depends on different phases we experience. In Asia we have 3 main
marketing phases for Heilind:-
I Transition Phase – at the very beginning, our target was to enhance
Heilind market presence in Asia and transit the brand image & business
model from North America; in this phase we built Asia website, made
corporate video, conducted lots of interviews and attended many
large-scale tradeshows of electronics industry.
II Consolidation Phase- Brand image delivery was the key goal. We had
our local language website and unified Chinese brand name for Greater
China, we created Heilind mascot, completed social media platforms and
developed many interesting promotions such as online game program, 3D
video display set etc.; accordingly, we continued to attend large-scale
tradeshows and also held press conferences.
III Growth/ Segment Focus Phase- When stepping into the growth phase,
with the e-commerce becoming a trend, we started to focus on vertical &
internet marketing. In this phase our promotions were more specific on
products & applications. With new VR promotion method, we attended lots
of small-scale professional tradeshows, forums & seminars and held many
customer workshops. At the same time, more resources were allocated on
searching engine marketing and 3rd party inventory listing.
4.In NA, DB Roberts is a recognized leader in fastener distribution,
Heilind Electronics is one of the world’s leading distributors for
interconnect, electromechanical, and sensor products; will it be the
same branding in Asia?
In North America, as an AS9120 and ISO 9001:2015 registered company, DB
Roberts is a recognized leader in fastener distribution focusing on
providing solutions for fastener applications in Sheet Metal
Fabrication, Metalworking, and Industrial Electronics. And the
manufacturers DB Roberts represents are the best in the respective
industries. Its “Superior Customer Service” and “Commitment to
Excellence” has proven to be a winning formula fueling innovation and
rapid growth year after year. This is much similar to Heilind ideals of
deep inventory, flexible policies, responsive systems, knowledgeable
technical support and unsurpassed customer service.
As mentioned in the previous point, due to the fact that target audience
is relatively similar, both Heilind and DB Roberts product ranges will
be marketed and sold under one Heilind Asia’s product portfolio.
5. What is the biggest challenge you’ve faced in Marketing and
Communications, how did you overcome it?
From my perspective there are 2 main challenges:-
Although we are the largest interconnect distributor in North America
for more than four decades history, and had been awarded the Best
Distributor for 6 consecutive years by Bishop and Associates,
when we first launched Heilind Asia in 2012 we were practically unknown
to the market which was already crowded with competitors.
The other main challenge is Asia Pacific covers many countries/regions,
in which the market situation & culture is quite different and hard to
figure out the most suitable promotion ways/platforms in a limited time.
For example, some countries have strict restricts on media and customs
policy, or smaller consumer group, in such cases the promotion plans
could be varied from one region to another.
However, with a lot market research, we integrated Heilind branding into
as many aspects as possible of our business year by year, flied to
varied regions visiting and carried out tradeshows, seminars &
workshops, actively tried rising promotion methods and tripled the news
amount in just two years… Over time, our perseverance pays off and we
are today recognized as a creditable channel partner in Asia market,
with a well-defined business model and the capacity to take calculated
risks to improve our business offering. Having received more than 20
awards from media, suppliers and customers all over Asia, we will
continue to work on enhancing these good relationships.
About Heilind Electronics:
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. Heilind has over 40 facilities in
the United States, Canada, Mexico, Brazil, Germany, Hong Kong, Singapore
Heilind Asia Pacific (http://www.heilindasia.com)
commenced operations in Dec 2012, and now has 21 locations throughout
Asia. Its industry leading service offering to customers in Asia Pacific
is the result of a commitment to the belief of “Distribution As It