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Hengri's Brand-Building Journey

An engineering machinery company's brand-building maneuvers.

Beijing Hengri is a professional engineering machinery agency founded in 1997. It has become northern China's largest construction machinery agent. This industry is a classic example of a sales led B2B business model.


Marketing and brand development have traditionally been undervalued in this sector, but Hengri wanted to develop a brand, and become a best value platform for engineering machinery products. However, this process was not all plain sailing.

Case advisor: 
Cui Haitao
Case writer: 
Yang Guchuan
engineering, strategy, sales, brand development, platform