What is Sales and Marketing Strategy of HBIS Company?

The core of the HBIS sales strategy is its direct sales team managing key accounts. This channel secured approximately 22% of 2024 revenue from major automakers and another 15% from appliance manufacturers and large construction projects through strategic long-term contracts.

For standard products and smaller B2B clients, the company leverages its proprietary e-commerce platform. HBIS Digital saw a 45% year-over-year increase in 2024 transaction volume, facilitating over 18 million tonnes in online sales with integrated just-in-time inventory management.

HBIS expands its international market strategy through wholly-owned subsidiaries like HBIS Europe and a network of regional distributors. A key partnership is its joint venture with Tenaris for premium seamless OCTG tubes, granting specialized access to energy sector distribution networks.

The company's strategic shift focuses on capturing more value through direct channels. Third-party wholesale distributors now handle less than 20% of total sales volume, down from over 35% in 2020, especially for high-margin products like high-strength and stainless steel.

The brand positioning of HBIS is built on a commitment to technological leadership and carbon reduction. This aggressive focus on sustainability is a primary element of its competitive advantage, setting it apart in a carbon-intensive industry that is actively decarbonizing.

HBIS customer segmentation focuses on industries where material innovation is critical. Key customers include electric vehicle manufacturers seeking lighter, stronger materials and luxury appliance brands promoting their own sustainability credentials to end consumers.

A deep blue and green color scheme symbolizes technology and nature, reinforcing the core message. The company’s tone of voice is authoritative yet collaborative, emphasizing partnership in solving complex engineering challenges for its clients.

Brand consistency is maintained across all touchpoints, from technical datasheets to its corporate sustainability report. This report details its concrete progress towards a 30% reduction in carbon intensity by 2030, a key part of its value proposition.

Launched in Q1 2024, this campaign introduced a new low-carbon steel portfolio under the concept 'Build Tomorrow, Responsibly.' It utilized a global digital roadshow and high-level engagements to secure offtake agreements worth an estimated 4.2 billion RMB with European automotive and renewable energy clients.

This historically significant campaign targeted the automotive sector with a new press-hardened steel that reduced vehicle weight by 25%. It successfully established HBIS as a tier-1 supplier for three major Chinese EV OEMs, driving an 18% year-on-year revenue increase in its automotive sheet segment.