Since 2019, W4's marketing and development team has been supporting WinGD in the strategic planning and implementation of marketing activities in China. WinGD is one of the leading developers of house-sized two-stroke engines (gas and diesel engines) for ocean-going vessels of various types in Switzerland.
Since 2016, the company has been a subsidiary of the shipbuilding giant China State Shipbuilding Corporation. Most of the employees are based in Switzerland, but the workforce comes from 30 nations.
The challenge – WeChat Marketing
WinGD was looking for an experienced partner for marketing activities in China, with expertise especially in the B2B sector. With W4, this partner has been found. Taking over and optimising the marketing strategy of the WinGD WeChat account was the primary goal. Furthermore, the continuous maintenance of the account as well as the regular publication of valuable and target group-specific content was to be taken over by the W4 team. In addition, we provide our client with comprehensive support in trade fair marketing. WinGD wanted an adequate presentation of the company via WeChat, as the app has become a real all-rounder in the Middle Kingdom. Thanks to its diverse functions, it is no longer possible to imagine everyday life without it for many Chinese. The app's user numbers are impressive, making the popular messenger app an absolute must for companies that want to make their mark in China.
As part of the CssC Group and through its locations in China, WinGD is also particularly concerned with internal communication. WeChat should therefore also support internal company communication between the different locations.
The solution – WeChat & H5 pages
After taking over the account, we first optimised it and also fine-tuned the marketing strategy on WeChat to meet the requirements and expectations of the target group. We regularly publish high-quality content via WeChat to increase the number of followers and to present WinGD appropriately as an innovative company in China. In doing so, the account acts as an inbound marketing tool.
We took over the design, posts, guidelines as well as the complete marketing consulting for the entire WeChat presence of the company. One challenge was the very specific target group.
WinGD's WeChat account now meets the high demands of the company as well as the target group and significantly supports brand building and awareness.
H5 page for optimal online presence
A typical WeChat profile has only a simple, predefined structure, so it is difficult for companies to stand out just through their profile. With the so-called H5 pages, you can stand out from the crowd and present your company according to your corporate design. Brand and product messages can thus be professionally transported. As small websites, the H5 pages ensure a professional and individual online presence thanks to seamless integration into the WeChat profile.
Therefore, the W4 development team created an appealing H5 page for WinGD to optimally present the company in the WeChat cosmos according to the expectations of the target group. The mini website offers improved performance in China and is thus more user-friendly for the target group in China.
The cooperation with WinGD is very pleasant as well as constructive and we are looking forward to further cooperation.
"We have come to rely very heavily on W4 and their knowledge and work in the B2B sector in China. They have come to know our business extremely well and have become a valued and trusted partner.” – Anna Garcia (Executive Director, Corporate Responsibility & Communications), WinGD
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