We Are Today Recognized As A Creditable Channel Partner In Asia Market

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 Electronics.
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.
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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