This post is part of our regular series of interviews with people across Asia-Pacific who’ve caught our eye, using the Internet to create, connect and grow.
Qiao Jingliang of Yang’s Group in Zhengzhou, Henan Province
How would you describe Yang’s Group and why did you choose to go online?
We sell machines that crush and grind things -- waste, mining tunnels, rocks, and so on. When people think of online ads, they tend to think of consumer goods, clothes and electronics. But for us, online ads also work, since construction companies nearly always go online when they need to find out where to buy these kinds of machines. A decade ago, they might have gone to a single distributor in their country. Now we can reach them directly, in almost 130 countries. Compared to magazines or other traditional forms of advertising, online advertising has the advantages of lower costs, faster response, wider spread, higher accuracy, monitoring capabilities and data accumulation options.
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| Some of the heavy equipment Yang’s Group sells to over 130 countries |
What difference has the Internet made to Yang’s Group?
The Internet has helped boost our sales, especially in overseas markets. In fact, over 80% of our total revenue today is a result of online advertising. The web has transformed our customer base into a global one, and we’ve responded by making our website available in six languages. We’ve also internationalized as a company, and as a result, we’ve been able to attract more high-skilled employees with global mindsets.
Where is the Internet going to take Yang’s Group next?
We see the Internet’s future in mobile and want to invest more in online video as part of our advertising strategy.
Who’s your Internet idol?
Our group chairman, Yang Songke. He is one of few entrepreneurs who has successfully commercialized industrial equipment on the Internet. As a result, our factory site has grown solidly under his leadership.
Posted by Qiao Jingliang, Yang’s Group
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