Zoomlion takes offline, online with new ‘cloud marketing’ initiative


Zoomlion Heavy Industry Science and Technology Co, a leading Chinese maker of engineering and agricultural equipment, has taken its offline marketing online with the launch of a new ‘cloud marketing’ model in response to the coronavirus outbreak.

“In response to the coronavirus, we have begun to speed up our online marketing strategy and have improved our Douyin, Kuaishou and live stream presence. Following the online launch of several products, we’ve seen a marked increase in fans and sales,” said Assistant President of Zoomlion and General Manager of Zoomlion Pumping Machinery, Huang Jianbing.

Since February 4, Zoomlion has invited its chief technical experts from different branches and subsidiaries to conduct live broadcasts every afternoon to introduce and demonstrate concrete, earthmoving, mobile crane, and construction hoisting products nationwide, receiving thousands of viewers per day.

The live broadcast of the ‘Grand Launch of Lingyun-Series Pump Truck’ was held at Zoomlion’s production plant on March 11. It consisted of two parts: an introduction and Q&A with expert Gao Rongzhi, a game and truck model giveaway. The live event with high engagement attracted 327,700 visitors, received 881,986 likes and 42,472 comments.




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