Building awareness for an American tech start-up in China

The market for 4D imaging radars is relatively new but has the potential to grow rapidly. With increasing investment in this technology and its expanding application in the automotive section, 4D imaging radars are becoming increasingly competitive, attracting more companies to enter the market and become competitive players.

Uhnder is one of the players in 4D imaging radar space, however, as a start-up and newcomer to the Chinese market, it faced significant challenges in growing its business and gaining exposure. Therefore, Uhnder needed an efficient and cost-effective strategy to quickly raise its awareness among Chinese tier-1 auto OEMs and gain recognition in the market.

Influence Matters developed a tailored communication strategy that leveraged multiple channels, including media and social media, to position Uhnder as a leading player in the 4D imaging radar, educate the Chinese market, and engage with local stakeholders.

To establish regular communication with local stakeholders, Influence Matters recommended and managed to set up Uhnder’s official WeChat Account. The account was used to introduce its technology, products, and collaborations, while a content plan was developed to convey company’s message to its target audience.

To position Uhnder as an industry leader and enhance its visibility, Influence Matters customized a PR strategy that consistently delivered technology insights to target media outlets that have an understanding of the technology.

During the Shanghai Auto show in early 2023, Uhnder’s CEO visited China. To capitalize on this opportunity, Influence Matters organized an executive interview with the prestigious local auto media “Chedongxi” to tell Uhnder’s story and further expand its reach and awareness in the Chinese market.

The communication strategy developed by Influence Matters has a significant impact on Uhnder’s visibility and reputation in the Chinese market. The company experienced steady growth in its WeChat followers and article views.

Specifically, the executive interview with “CheDongxi” resulted in a highly positive in-depth article being published on its front-page, WeChat, and other media channels including top media Sina, Sohu, Zaker, etc., with a read-count of over 10,000 over the first day, the article highlighted 4D imaging radar as the future of autonomous driving and established Uhnder as a leader in 4D digital imaging radar technology.