Industrial Spare Parts · Digital Growth Engine

Background

The brand had a large installed base and an established dealer network in China, but spare-parts and new-equipment sales still depended on offline relationships and channel referrals. What was missing was a repeatable, measurable digital route to market. The team wanted to prove the model on one fast-moving business unit first, then turn it into long-term infrastructure.

Objectives

• Short term: grow spare-parts sales and generate leads for new plants through campaign activation.
• Mid term: nurture leads from first touch to sales-ready using CRM across WeChat and the website.
• Long term: complete the digital transformation of the sales and marketing infrastructure into a scalable engine.

Why start with spare parts

• The fastest revenue driver in the portfolio, ideal for a first digital test.
• A short decision cycle with clear purchase triggers, well suited to online activation.
• Creates direct contact points with plant managers and engineers instead of layered referrals.
• An opportunity to test the full funnel from awareness to engagement, conversion and retention.

Solution: two POC campaigns

• POC Campaign 1 · Spare parts promotion (Oct–Dec): limited-time offers and a quotation entry point built around wear parts and high-frequency items.
• POC Campaign 2 · New asphalt plant lead generation (Nov–Feb): targeted content and form capture for greenfield and expansion projects.
• Both campaigns shared one landing page, WeChat activation and lead-capture logic, with every quotation routed into a single CRM pipeline.

Current campaign strategy

• A promotional dashboard as the operating hub: WON value, quoted value, quotation count and per-customer distribution on one screen, refreshed by round.
• Customer-tiered follow-up: sales handles high-value quotations directly, while long-tail enquiries enter a standard nurturing flow.
• Quotations, not impressions, are the primary conversion goal; every content CTA points to a quote request or an engineer consultation.
• WeChat reaches the installed base while the website captures search and comparison traffic; both write back to the same CRM record.
• Quoted-but-not-won customers move into the next nurturing round instead of being re-acquired from scratch.
• Dashboard readings drive the next move: when wins concentrate in a few accounts and quotations form a long tail, budget goes both to key-account depth and long-tail standardisation.

Results

FY26 Double 11 Campaign

Reading the numbers

The campaign closed 90,324 CNY, distributed as 54,541 / 30,549 / 4,425 / 721 / 88 CNY across customers, with the top two accounts contributing roughly 90%. On the quotation side, 16 quotes totalled 990,177 CNY (excl. VAT, incl. freight), with a bar distribution led by 0.42M and 0.35M and a long tail below 0.05M. Together the readings confirm a working enquiry-to-close loop and point to the next growth lever: standardised long-tail nurturing.