INSIDE Exclusive Interview Report – Traditional Industry Strikes Back! Jenyen Stainless Steel Defies the Pandemic with Digital Marketing, Achieving Revenue Growth
Jenyen Stainless Steel Co., Ltd. was established in 1983 and for 40 years has primarily focused on custom-made stainless steel products such as trash cans and sinks. The highly customized service has led to Jenyen’s clients having a global footprint, with their products found in High-Speed Rail stations, MRT (subway) systems, major department stores, technology companies, and tourist attractions. Furthermore, Jenyen is also dedicated to “product diversification,” expanding from everyday stainless steel utensils to “wafer frames” for the semiconductor industry, and continuously developing more high-tech equipment. In recent years, Jenyen Stainless Steel has invested more marketing resources into digital channels, successfully generating orders from around the world by dominating search engine rankings.
Traditional industries typically rely heavily on cold calling and word-of-mouth and are not skilled at online promotion. Usually, they might only set up a very rudimentary website with the company’s contact information, but with few updates, it receives little attention, making new business expansion very difficult. Jenyen was like this in the past. Therefore, after Jenyen General Manager, Lin Yu-Chia, joined the sales team in 2013, he recognized this problem and decided to initiate a revolution, investing resources in developing digital marketing. However, the online world is not only fast-paced but also highly competitive. Jenyen’s product advantage lies in its ability to customize stainless steel ordered products, but the lack of fixed product information made the initial phase of figuring out how to get consumers to actively seek them out a headache.
Consequently, Lin Yu-Chia boldly executed the company’s digital transformation. The first step was to build a new website, enhance product design aesthetics, and promote the entire staff to learn data-assisted decision-making. But simply redesigning the website’s aesthetics was not enough; they also needed to use diverse digital marketing methods, such as web traffic analysis tools and SEO optimization, to understand the source of inquiries and identify areas for improvement. This is what is meant by combining digital marketing techniques to strengthen the power of expanding new customer sources.
By 2021, the extensive digital strategy resulted in nearly 70% of clients originating from the internet. Even international giants such as TSMC, Samsung, Hitachi, and SONY connected with Jenyen through online distributors. For this reason, Lin Yu-Chia stated frankly that the company’s digital marketing budget accounts for 99% of its total marketing expenditure. The reason is simple: compared to offline activities, such as exhibitions, the results of online marketing can be quantified with data, and the effectiveness is clearly visible.
連結:https://www.inside.com.tw/feature/awoo-martech/25453-jenyen
