Case Overview
Founded in 2005, Shanghai Aosong sources equipment for Belt and Road projects in Central Asia. Over 16 years with Singoo it made 6 leaps: multilingual SEO websites and managed Google services, a Facebook/LinkedIn matrix that proved “heavy equipment + social media” works, bilingual localization for Central Asia, a bonded warehouse and national-level ecosystem, and AI brand websites with AI sales. In 2019 it won a RMB 50 million order in Uzbekistan, and its local team now numbers 60+.
- Customer
- Shanghai Aosong Industrial Co., Ltd.
- Industry
- Construction Machinery / Large and Medium Machinery
- Products
- Construction machinery (new and used), piling equipment
- Target Markets
- Global (Central Asia, Middle East; projects in Russia, Uzbekistan and more)
- Client Type
- Buyers, overseas distributors
- Project Duration
- 16 years since 2010
Client Background
Founded in 2005, Shanghai Aosong Industrial has spent 20+ years supplying centrally sourced equipment for construction, road and mining projects worldwide, and is a leading Chinese exporter in the Belt and Road Central Asia market. It runs as a group of companies covering equipment sourcing, piling equipment rental, overseas sales of new energy vehicles, cross-border bonded e-commerce and overseas warehouses. Its founder was among China’s first internet marketing pioneers in foreign trade and has been a Singoo client since 2010.
Client Challenges
- Challenge 1
Tried internet marketing as early as 2006 and kept experimenting
- Challenge 2
Traffic was scattered across search, platforms and the website and never became a company-owned asset; the owner handling inquiries personally had hit his limit
- Challenge 3
Hard to reach Central Asia locally: no localized advertising capability or local team, with language, culture, compliance and payment barriers stacking up, and no clear path from trader to local operations
Solutions
- Stage 1 · 2006–2010
Website + Search
Multilingual SEO websites and managed Google services
- Stage 2 · 2018–2019
Social Media Breakthrough
A Facebook/LinkedIn matrix proved “heavy equipment + content marketing” works
- Stage 3 · From 2020
Localized Operations
Russian/Uzbek bilingual ads, precise targeting of Central Asian audiences, a local social media matrix, and content and data coaching for the overseas team
Six Stages over 16 Years
- Stage 1Export Website + Search
- Stage 2Social Media Breakthrough
- Stage 3Central Asia Localization
- Stage 4Bonded Warehouse
- Stage 5National Pavilion
- Stage 6AI Agents
Business Results
Years Together
16 Years
16 years and 6 generational leaps
Largest Single Order
50MCNY
RMB 50 million project order in Uzbekistan in 2019
Localization
60+people
60+ local Uzbek employees
- Selected in 2019 as one of Facebook China’s first outstanding B2B social media cases and interviewed by Facebook
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