We Are Today Recognized As A Creditable Channel Partner In Asia Market
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Superb Crew invited Vesper Hu, <strong>Market</strong>ing & Corporate Communications<br />
Manager APAC of Heilind Electronics <strong>In</strong>c. for an exclusive interview about the<br />
marketing and branding strategy of Heilind Electronics in APAC.<br />
sarah luo<br />
Heilind <strong>As</strong>ia Pacific<br />
RM 1707-10,DELTA HOUSE,3 ON YIU ST<br />
26119634<br />
Contact Email<br />
Visit Our <strong>We</strong>bsite<br />
PressReleasePing - December 07, 2018 -Superb Crew invited<br />
Vesper Hu, <strong>Market</strong>ing & Corporate Communications Manager<br />
APAC of Heilind Electronics <strong>In</strong>c. for an exclusive interview about<br />
the marketing and branding strategy of Heilind Electronics in<br />
APAC.<br />
Media: Superb Crew<br />
<strong>In</strong>terviewee: Vesper Hu, <strong>Market</strong>ing & Corporate Communications<br />
Manager APAC, Heilind Electronics <strong>In</strong>c.<br />
SuperbCrew is a tech news website covering innovative tech and<br />
internet companies. SuperbCrew delivers latest insights and<br />
interviews from startup community.<br />
Follow @heilindasia<br />
1. Could you provide our readers with a brief introduction to<br />
Heilind Electronics and DAC Group Company?<br />
Heilind Electronics, the first DAC Group Company was founded by<br />
Bob Clapp in 1974, with the focus on interconnect and Performance. Trust. <strong>In</strong>novation<br />
electromechanical products. <strong>In</strong> 1982 he started D.B. Roberts Company with an emphasis on specialty fastener<br />
products. The same year the DAC group was established.<br />
From its founding in 1974, Heilind has grown to become the industry's pre-eminent interconnect distributor, with the<br />
largest inventory of connector products in North America. The company was built on the ideals of deep inventory,<br />
flexible policies, responsive systems, knowledgeable technical support and unsurpassed customer service and today<br />
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<br />
for fastener applications in Sheet Metal Fabrication, Metalworking, and <strong>In</strong>dustrial Electronics.<br />
Heilind has over 40 facilities in the United States, Canada, Mexico, Brazil, Europe, Hong Kong, Singapore and<br />
Mainland China. <strong>As</strong> part of Heilind global expansion, Heilind <strong>As</strong>ia Pacific was officially launched on Dec 12th, 2012.<br />
Covering primarily Heilind product categories, Heilind <strong>As</strong>ia Pacific mainly focuses on connectors, relays, switches,<br />
thermal management & circuit protection products, terminal blocks, wire & cable, wiring accessories and insulation &<br />
identification products and sensor products distribution business.<br />
Heilind <strong>As</strong>ia Pacific now has 21 locations throughout <strong>As</strong>ia. By replication of Heilind successful North American<br />
business model of a strong commitment to inventory to deliver the highest levels of service possible in the <strong>As</strong>ian market<br />
place, it insists on the belief of “Distribution <strong>As</strong> It Should Be”.<br />
2. Heilind has been very successful in the field of electronic component distribution. For a growing enterprise, in<br />
addition to the company's technical strength, branding is also increasingly important. What's your understanding<br />
of brand building? How does Heilind build the brand in APAC? And what’s your plan to build brands for hardware<br />
and fasteners that Heilind plans to introduce in APAC?<br />
Generally speaking, brand is the definition customer made from overall perception of our business, and brand building<br />
is a long process getting our target audience to know who we are and what they could expect from us. Through<br />
storytelling, we build our reputation and make our brand recognized & loved.<br />
Brand building is quite influential for developing business. According to Nielsen’s Global New Product <strong>In</strong>novation<br />
Survey, nearly six-in-ten global consumers (59%) prefer to buy new products from brands familiar to them, and 21% say<br />
they purchased a new product because it was from a brand they like. A reputable brand could be one of the most<br />
valuable wealth a company owns.<br />
The first step we start for Heilind brand building in APAC is to determine the target audience and our uniqueness which<br />
differentiate us from other competitors, delivering the right content to the right group on right platforms—as the<br />
interconnect specialist, with the mission to insist the core value of distribution, we carry connector inventory in breadth<br />
and depth supporting original equipment and contract manufacturers in all market segments of the electronics industry.<br />
Then we outline the competitive advantages and key benefits to provide—franchised for 100+ world leading<br />
manufacturers, No MOQ/MLV, professionals of interconnect and electromechanical products, completed set of value<br />
added services, design in support, multicurrency, local support in 21 locations all around <strong>As</strong>ia…<br />
Under the clear brand image with plan externalized, we integrate Heilind brand into as many aspects as possible of our<br />
business, such as the print, signage, website, advertising, searching engine optimization, online & offline events,<br />
content marketing, press release, social media, souvenirs and customer service.<br />
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<br />
term relationship management with stakeholders and the public. It has to be consistent in image, communication and<br />
experience, thus, it would be always on-going and transitional which moves forward in everyday operation details.<br />
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<strong>We</strong> will follow the same successful branding process for the hardware and fastener brands. Penn Engineering is the<br />
first dedicated hardware/fastener supplier we are adding into our Marcom program. At the same time we will include
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Heyco, Panduit and RAF into this marketing initiative. <strong>We</strong> will continue to add complementary lines regularly to<br />
enhance our presence in this product category.<br />
<strong>As</strong> we mentioned earlier, all our hardware/fastener brands are grouped under DB Roberts, a recognized leader in this<br />
field. <strong>We</strong> plan to use our existing Heilind infrastructure to support the branding, marketing and sales of these product<br />
lines in <strong>As</strong>ia.<br />
1. What do you think is the most effective marketing activity you or your company undertakes?<br />
It depends on different phases we experience. <strong>In</strong> <strong>As</strong>ia we have 3 main marketing phases for Heilind:-<br />
I Transition Phase - at the very beginning, our target was to enhance Heilind market presence in <strong>As</strong>ia and transit the<br />
brand image & business model from North America; in this phase we built <strong>As</strong>ia website, made corporate video,<br />
conducted lots of interviews and attended many large-scale tradeshows of electronics industry.<br />
II Consolidation Phase- Brand image delivery was the key goal. <strong>We</strong> had our local language website and unified<br />
Chinese brand name for Greater China, we created Heilind mascot, completed social media platforms and developed<br />
many interesting promotions such as online game program, 3D video display set etc.; accordingly, we continued to<br />
attend large-scale tradeshows and also held press conferences.<br />
III Growth/ Segment Focus Phase- When stepping into the growth phase, with the e-commerce becoming a trend, we<br />
started to focus on vertical & internet marketing. <strong>In</strong> this phase our promotions were more specific on products &<br />
applications. With new VR promotion method, we attended lots of small-scale professional tradeshows, forums &<br />
seminars and held many customer workshops. At the same time, more resources were allocated on searching engine<br />
marketing and 3rd party inventory listing.<br />
4.<strong>In</strong> NA, DB Roberts is a recognized leader in fastener distribution, Heilind Electronics is one of the world's<br />
leading distributors for interconnect, electromechanical, and sensor products; will it be the same branding in<br />
<strong>As</strong>ia?<br />
<strong>In</strong> North America, as an AS9120 and ISO 9001:2015 registered company, DB Roberts is a recognized leader in<br />
fastener distribution focusing on providing solutions for fastener applications in Sheet Metal Fabrication, Metalworking,<br />
and <strong>In</strong>dustrial Electronics. And the manufacturers DB Roberts represents are the best in the respective industries. Its<br />
"Superior Customer Service" and "Commitment to Excellence" has proven to be a winning formula fueling innovation<br />
and rapid growth year after year. This is much similar to Heilind ideals of deep inventory, flexible policies, responsive<br />
systems, knowledgeable technical support and unsurpassed customer service.<br />
<strong>As</strong> mentioned in the previous point, due to the fact that target audience is relatively similar, both Heilind and DB<br />
Roberts product ranges will be marketed and sold under one Heilind <strong>As</strong>ia’s product portfolio.<br />
5. What is the biggest challenge you’ve faced in <strong>Market</strong>ing and Communications, how did you overcome it?<br />
From my perspective there are 2 main challenges:-<br />
Although we are the largest interconnect distributor in North America for more than four decades history, and had been<br />
awarded the Best Distributor for 6 consecutive years by Bishop and <strong>As</strong>sociates, when we first launched Heilind <strong>As</strong>ia in
2012 we were practically unknown to the market which was already crowded with competitors.<br />
The other main challenge is <strong>As</strong>ia Pacific covers many countries/regions, in which the market situation & culture is quite<br />
different and hard to figure out the most suitable promotion ways/platforms in a limited time. For example, some<br />
countries have strict restricts on media and customs policy, or smaller consumer group, in such cases the promotion<br />
plans could be varied from one region to another.<br />
However, with a lot market research, we integrated Heilind branding into as many aspects as possible of our business<br />
year by year, flied to varied regions visiting and carried out tradeshows, seminars & workshops, actively tried rising<br />
promotion methods and tripled the news amount in just two years... Over time, our perseverance pays off and we are<br />
today recognized as a creditable channel partner in <strong>As</strong>ia market, with a well-defined business model and the capacity<br />
to take calculated risks to improve our business offering. Having received more than 20 awards from media, suppliers<br />
and customers all over <strong>As</strong>ia, we will continue to work on enhancing these good relationships.<br />
About Heilind Electronics:<br />
Founded in 1974, Heilind Electronics, <strong>In</strong>c. (http://www.heilind.com) is one of the world's leading distributors of<br />
connectors, relays, switches, thermal management & circuit protection products, terminal blocks, wire & cable, wiring<br />
accessories, insulation & identification, fastener/hardware and sensor products. Heilind has over 40 facilities in the<br />
United States, Canada, Mexico, Brazil, Germany, Hong Kong, Singapore and China.<br />
Heilind <strong>As</strong>ia Pacific (http://www.heilindasia.com) commenced operations in Dec 2012, and now has 21 locations<br />
throughout <strong>As</strong>ia. Its industry leading service offering to customers in <strong>As</strong>ia Pacific is the result of a commitment to the<br />
belief of “Distribution <strong>As</strong> It Should Be”.<br />
Media Contact:<br />
Sarah Luo<br />
sarah.luo@heilind.com<br />
View Related News<br />
Category: Technology<br />
Region: <strong>As</strong>ia<br />
Tags (meta-keywords): Vesper Hu, Heilind <strong>As</strong>ia Pacific, Connetor Distributor<br />
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