Dialogue with Ellitt | Going to nearly 30 countries around the world within 2 years, how can domestic collaborative robot companies do it?

In this issue, we will continue to bring you the outstanding enterprises in the collaborative robot industry - Elite and LinkedIn cooperation, grasp the key nodes of brand building and overseas business, step by step from point / line / surface, and go to nearly 30 countries in 2 years.

Made in China has swept the world to promote the globalization of collaborative robots

In recent years, the competitiveness of China's manufacturing industry in the international market has been continuously improved, and it has become an important driving force for the globalization of China's collaborative robot market. According to China's Ministry of Industry and Information Technology, by the end of 2021, China's manufacturing industry accounted for nearly 30% of the global manufacturing industry[1], maintaining its position as the world's largest manufacturing country.

Returning to the market segment, according to a report released by market research firm Mordor Intelligence, the size of China's collaborative robot market is expected to grow at a compound annual growth rate of more than 30% from 2021 to 2026 [1]. The main fields of China's collaborative robots going overseas include manufacturing, medical care, logistics, etc.

In 2019, after gaining insight into the prospects of the industry, the domestic robot brand Elite adjusted the company's strategic direction and focused its business on the field of collaborative robots. Elite's goal is to make the products in this segment the world's top. With the improvement of product strength, Elite began to target the vast global market. Creating a strong brand image of domestic robots and mastering the voice of domestic collaborative robots in the global market has become the mission and vision of Elite.

Challenges on the road to globalization

After doing a thorough product research, Elite decided to choose the country-dense European market to start expanding its business. However, the European cobot market has been firmly controlled by many international brands, and local Chinese companies are facing multiple challenges such as low brand awareness, lack of trust in products and technologies, and weak channel scale. At the same time, due to the lack of intermediate fulcrums such as distributors and integrators, it is difficult for local Chinese enterprises to establish relationships with end users on a large scale and systematically. These are the difficulties faced by Elite in the early stage of entering the European market. At the same time, Elite also faced many uncertainties brought about by the epidemic at that time. Most factories were shut down, putting a lot of pressure on business expansion.

Against this backdrop, Elite chose to work with LinkedIn. In the start-up stage, LinkedIn has become an important helper for Elite to build trust in overseas brands. The cooperation between Elite and LinkedIn marketing solutions has successfully promoted a series of strategies and actions for enterprises to go overseas.

Grasp the key nodes of branding and overseas business

Elite quickly opened its business in nearly 30 countries

Step 1: Establish brand awareness first, and then market expansion. Based on the B2B business model, Elite can quickly find partners and open up regional markets is a more efficient way than decentralized sales. Quickly establish a certain scale of channels in the local area to build the brand, so that the follow-up marketing work is twice the result with half the effort.

Step 2: Find the key "nodes" for business development. Europe is the key first stop for Elite to carry out its overseas business, and by accurately targeting the "water test" and learning in a certain region, Elite's young overseas team can get full training and gain valuable experience; At the same time, the European market is highly interconnected, and conquering 1-2 countries can create a ripple effect, which Elite can use to drive business processes in other European countries. For the target group, overseas integrators/distributors are the key groups that Elite accurately reaches. According to the business nature of the cobot "whole station solution", Elite will focus on such middlemen to efficiently promote the procurement process and accelerate the replication of orders.

Starting from the point to build its own channel assets, "online push" to achieve low-cost business start-up

Take the lead in building brand IP: build the company's official website, mainstream media and industry media advertising pages.

Promote awareness and understanding of Chinese robots among target customers: build a LinkedIn business homepage, share valuable content, and conduct ongoing content marketing.

Low-cost business launch to get business leads: Use LinkedIn's extensive workplace tags and precise targeting features to deliver product information online.

With the help of the LinkedIn platform, form cross-interaction of information points

Achieve two-way drainage of internal and external channels: Establish point-like information assets and sales resources on LinkedIn, and synchronize internal website information at the same time.

Grasp first-hand key node demographics and accurately reach overseas integrators/distributors: Track user behavior and effectiveness during user interaction through LinkedIn data tools.

Dialogue with Ellitt | Going to nearly 30 countries around the world within 2 years, how can domestic collaborative robot companies do it?

Make full use of LinkedIn's business social ecosystem to link more clues and opportunities

An extensive network of business relationships has been formed: using LinkedIn's online social resources to translate the theory of the six-dimensional space into practice.

Soft marketing has gradually created a fuller brand image: actively interacting with channel providers and partners, and endorsing each other.

Extensive business network to achieve long-term brand precipitation

The B2B industry is a long-term business. After a year of advertising, Elite's homepage views on LinkedIn increased by 200%, homepage followers increased by 300%, and the number of likes, retweets and comments increased by 1,000%. Elite has established long-term cooperative relations with distributors in many countries through LinkedIn's promotion and social network, so that Elite's product marketing has achieved twice the result with half the effort, covering target customers from small companies to large companies, Europe to Korea, Turkey, etc., LinkedIn has helped Elite establish a broader global business resource network, build a wider business network, and achieve long-term brand precipitation.

Based on the B2B business model, Elite established the overall strategy of brand recognition first and marketing expansion in the process of joining hands with LinkedIn, and adopted a point-line-surface marketing layout, which gradually enabled Elite to achieve dual growth in brand degree and business expansion. In just 2 years, it has successfully gone to nearly 30 countries. In the future, Elite will continue to work with LinkedIn to continuously expand the overseas market territory, improve the international discourse power of domestic robots, and realize the ultimate corporate vision.

Dialogue with Ellitt | Going to nearly 30 countries around the world within 2 years, how can domestic collaborative robot companies do it?

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