Zoomlion Responds to COVID 19 Outbreak With “Cloud Marketing” Initiative, Moves Offline Marketing to the Internet
Zoomlion counts more than 300,000 views with the industry’s first online initiative
Zoomlion Heavy Industry Science and Technology Co, (01157.HK), a leading Chinese manufacturer of machinery and agricultural machinery, has responded to the coronavirus outbreak with a new “Cloud Marketing “Model moved its offline marketing activities to the Internet.
“In the face of the coronavirus crisis, we have advanced our online marketing strategy and increased our presence in Douyin, Kuaishou and livestream. After launching multiple products online, we saw significant growth in fans and sales, “said Huang Jianbing, Zoomlion Assistant President and CEO of Zoomlion Pumping Machinery.
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Since the 4th . Every February in February, Zoomlion hosts live broadcasts with its senior technical experts from various branches and subsidiaries, demonstrating earth moving machines, mobile cranes and lifting equipment for construction in front of thousands of spectators.
The live broadcast of the “World premiere of the Lingyun truck-mounted concrete pump” took place on March 11th at the Zoomlion production plant. An introduction and question and answer session with the specialist Gao Rongzhi was followed by a raffle for games and toy trucks. The live event was very well received and attracted 327,700 visitors, received 881,986 likes and 42,472 comments.
On February 29, Zoomlion Earthmoving Machinery hosted a live broadcast entitled “Zoomlion Charity Night” with over 60,000 followers. 620 excavators were sold during the one and a half hour live broadcast.
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“The success of our online initiative exceeds all of our expectations. Zoomlion is based in Changsha in China’s southeast. It was difficult for customers from the northwestern and northeastern parts of China to attend local marketing events. With the live broadcasts, they can get detailed information about our products and exchange ideas with our experts, “added Huang.
The engineers and experts who normally act behind the scenes are increasingly becoming “Internet celebrities” with a growing fan base.
The new “cloud marketing” model includes online advertising, sales and customer service and is likely to play an important role in Zoomlion’s future growth plans.
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