SDLG – Changing perceptions of Chinese construction equipment
Founded in 1972, Shandong Lingong Construction Machinery Co., Ltd. (often known simply as Lingong) is one of China’s leading manufacturers of construction equipment, which it produces under the SDLG brand.
Despite widespread success at home, the SDLG brand was previously relatively unknown outside China. The big challenge for the company was not only to raise and build awareness of its products internationally, but to emphasize the excellent durability and reliability its machines offer. Overcoming the perception that products made in China are inferior in quality and technology was also going to be an important part of the campaign. Lingong engaged SE10 to publicize its world-class manufacturing techniques, advanced technology and reliable products.
When SE10 began work on Lingong’s international communications, it was from a completely clean slate. This meant lots of work, but also the opportunity to shape processes and messages for the long-term. Once defined, SE10 created fact sheets, corporate profiles, style guides and more, all aligned with the newly developed messaging. This gave a solid foundation to the subsequent PR plan that encompassed both online and print. SE10’s winning combination of well-written and engaging copy and professional photography has led to coverage in some of the world’s leading business and trade titles.
SE10 also organized a visit for leading North American trade magazine editors to the Lingong factory in Linyi, China, partly to introduce the brand (in conjunction with its launch into North America) and partly to highlight the quality and professionalism of the company. SE10’s multilingual staff handled the entire event from start to finish – coordinating visas, organizing international and domestic flights and transfers, booking hotels and following up after the event with additional materials. The trip was a resounding success and resulted in a number of positive articles including a cover story in Engineering News Record, one of North America’s leading industrial magazines.
Finally, SE10’s team of bilingual Chinese-English speakers have helped overcome the language and cultural barriers that often hinder partnerships between western and Chinese organizations. The dedicated PR specialists that work on this account regularly visit Lingong’s headquarters in Linyi, building the client-agency relationship with the senior management team and understanding more about the company’s philosophy and culture.