James Hardie 中文网站正式上线
James Hardie is proud to announce the upcoming launch of its first ever Chinese website. The culmination of a 3-year sales and marketing strategy specifically geared towards a growing Asian construction community in New Zealand, the entirely Mandarin language website will be a content-rich platform to engage this important customer base through education and advocacy. James Hardie National Sales Manager Rachel Firman explains that the site will be much more than just a landing platform for information on James Hardie’s products. It will also focus on building brand recognition within the Asian construction community in New Zealand.
Key participants in this strategy have been James Hardie staff members Meng Zhang (National Business Development Manager, New Markets) and Judy Ang (Territory Sales Manager, New Markets).
New Markets). “Around 3 years ago there weren’t many James Hardie products being used in the Asian building industry, but now our products are some of the most popular products being used by this sector of the market,” Meng says. “A lot of hard work has been put into making this website successful to further enable Asian developers, architects, designers, builders and consumers to understand our products in a language that they are comfortable with.”
Meng and Judy are already the faces of the James Hardie brand for the Asian community with the multilingual staff members appearing in promotional videos and other materials including a case study on Meng’s own experience in New Zealand’s construction industry. As well as translating key technical and promotional materials, Judy Ang has been managing James Hardie’s presence on WeChat, the dominant Chinese social media mobile app where James Hardie has already built an engaged audience and strong brand presence with the Mandarin-speaking business community.
“It’s about having someone that speaks their lingo that makes them feel more comfortable to open up, ask questions, and deal with you and your products,” Judy says. “This initiative has made these customers feel that we uniquely value them and are here to help them as much as possible to understand the New Zealand building industry and its requirements. This interaction also gives us valuable information on these key customers and how we can provide them with the services they need.”
James Hardie hopes to make the site live by August this year. For more information on how James Hardie is engaging with changes in New Zealand’s construction industry, contact Rachel Firman at Rachel.Firman@jameshardie.co.nz or Judy Ang at Judy. Ang@jameshardie.co.nz.