About the Client: Hanarey Chemicals

Hanarey Chemicals, is a leading developer and manufacturer of advanced UV and LED-curable adhesives and coatings, primarily serving the Chinese market.

Formerly operating as Dymax Chemicals Shanghai Co., the company rebranded to Hanarey in January 2022 to better position itself as a key local supplier in China while continuing to act as the master distributor for Dymax products in the region.

Hanarey’s core competencies lie in creating light-curable material solutions tailored for consumer electronics and medical device assembly markets. Their product portfolio includes UV adhesives, light and moisture cure conformal coatings, structural bonding adhesives, and encapsulations.

In 2020, Hanarey expanded its operations by establishing an 8,000-square-meter manufacturing facility in Shanghai, which houses both production and R&D departments to support rapid development and integration of assembly solutions.

The company’s commitment to innovation and efficiency has positioned it as a significant player in the adhesive technology sector, particularly within China’s rapidly evolving manufacturing landscape.

Goals & Objectives

To successfully support Hanarey’s localization, we focused on identifying key areas for optimization and growth, to align with both market expectations and Hanarey’s long-term ambitions:

• Identify industry benchmarks and best practices: Ensure Hanarey’s positioning aligns with top players and market standards.
• Define key target audience personas: Gain deep insights into customer segments to tailor content and user journeys.
• Improve the WeChat Official Account’s performance: Standardize operations; optimize content, structure, and engagement to increase visibility and interaction.
• Establish a professional communication channel for the local sales team: Enable efficient lead generation and nurturing through the implementation of WeCom.

Solutions

Providing a Comprehensive Market Research and Localization Strategy Report

To help Hanarey navigate the next stage of its digital transformation in China, an in-depth audit and strategy development phase was conducted to identify growth opportunities within Hanarey’s existing digital ecosystem.

First, the WeChat Official Account was audited and benchmarked against competitors to uncover development opportunities across five core dimensions:

• Content Soundness
• Engagement Approach
• WeChat Visibility
• Data Capture Capabilities
• Channel Maturity

Each element was analyzed using a standardized framework tailored to the B2B manufacturing context in China.

In parallel, change management workshops and interviews were conducted with Hanarey’s internal teams. This process helped define 5 key user personas with distinct behaviors and expectations when engaging with Hanarey’s digital channels:

• Distributors and Resellers
• Manufacturing Professionals
• R&D Professionals
• Procurement Professionals
• Quality Assurance Professionals

The final deliverable was a three-phased roadmap for digital transformation, aligned with the needs of Hanarey’s stakeholders:

1. Enhance the WeChat Official Account, create the WeChat Channels, and set up WeCom clienteling.
2. Empower data capture, marketing automation, and streamlined data flow by onboarding a Social CRM (sCRM).
3. Strengthen B2B digital presence and facilitate advanced functionalities with the development of the WeChat Mini Program.

Implementing WeCom to Streamline B2B Communications

To streamline Hanarey’s communication with its clients and support a more structured customer engagement process, WeCom was recommended as the professional-grade communication platform in China.

Previously, Hanarey relied heavily on personal WeChat accounts for daily interactions between the Sales or Customer Service teams and the clients.

While this communication channel offered convenience, it also revealed key opportunities for enhancement in customer relationship management:

• Improving after-sales support to reduce delays and boost efficiency
• Streamlining order tracking to enhance accessibility and transparency
• Centralizing and standardizing processes for a more cohesive experience
• Strengthening brand identity to localize Hanarey’s identity in China
• Enhancing data capture to unlock deeper customer insights and drive smarter decision-making

This ensured that communication flows could be standardized while remaining flexible enough to meet the nuanced expectations of Hanarey’s industrial clientele.

To support the transition, standard operating procedures (SOPs) were developed, and a series of training workshops were conducted with different functional teams.

Each session was designed to align the platform’s capabilities with daily operations, ensuring that staff understood how to use WeCom effectively while maintaining compliance and professionalism.

Optimizing Marketing Automation for Hanarey’s WeChat Official Account

To enable Marketing Automation, the C.R.A.F.T. framework was introduced — focusing on five pillars — to integrate Hanarey’s WeChat Official Account with a Social CRM (sCRM) system, focusing on:

• Content Creation and Strategy: Deliver relevant and engaging content regularly, using various formats and user contributions to build trust.
• Responsive User Engagement: Drive user interaction through personalized messages (right from the Welcome Journey), targeted campaigns, and timely responses.
• Appealing Visual and UX Design: Enhance the account’s look and feel with user-friendly layouts and high-quality, brand-aligned visuals.
• Focused Analytics and Performance Tracking: Use analytics to monitor key metrics, optimize content, and guide strategic decisions with clear KPIs.
• Total Integration of Digital Channels: Link WeChat with other digital platforms and tools (e.g., Salesforce CRM) to create a seamless, connected brand experience.

Under this framework, a consistent and high-quality content strategy was recommended, tailored to Hanarey’s B2B audience.

An editorial calendar was proposed to increase push frequency, with content tailored to meet the needs of different personas — from Distributors and Procurement teams to Engineers and R&D Professionals.

To support a truly data-driven and efficient B2B customer journey, we also recommended Hanarey to integrate its WeChat Official Account with WeCom and the corporate website.

This integration enables centralizing customer data across touchpoints, allowing Hanarey to:

• Consolidate fragmented interactions into unified customer profiles
• Ensure smoother transitions between marketing, sales, and after-sales activities
• Enable personalized engagement at scale across the WeChat ecosystem

These efforts aim to streamline Dymax content localization, maximize existing assets, and enhance Hanarey’s brand visibility in the local market.

Results

The strategy and planning phases resulted in a comprehensive and actionable digital transformation roadmap tailored to Hanarey’s B2B needs in China. By aligning internal and external stakeholders, a clear vision was established for evolving the company’s digital presence and capabilities.

Following our strategy consulting and execution, Hanarey began laying the foundation for stronger digital engagement.

Internally, the introduction of WeCom and optimized WeChat Official Account operations has provided Dymax’s local teams with better-adapted professional tools and processes to optimize customer relations.

Externally, these changes can help Hanarey enhance brand visibility, improve customer experience touchpoints, and drive B2B lead generation.

These foundational efforts also positioned Hanarey to move forward confidently with future phases, including CRM integration, marketing automation, and the development of a WeChat Mini Program to support post-sales and product engagement.