INSIDE Exclusive: How YJ Stainless Achieved Growth Through Digital Marketing
YJ Stainless was founded in 1983. For decades, the company focused on custom stainless steel products, things like trash cans, sinks, and other made-to-order items. Because of this flexibility, its products ended up in a wide range of places, from High-Speed Rail stations and MRT systems to department stores, tech companies, and tourist sites.
Over time, the business didn’t just stay in traditional manufacturing. It gradually expanded into more specialized areas, including wafer frames for the semiconductor industry, while continuing to develop more advanced, precision-based products.
In recent years, one of the biggest changes has been how YJ Stainless approaches the market.
Instead of relying only on traditional sales channels, the company started investing heavily in digital marketing. Step by step, it built up its online presence, improved search visibility, and began attracting inquiries from customers around the world.
From Traditional Sales to Digital Strategy
Like many traditional manufacturers, YJ Stainless used to depend mostly on referrals, existing relationships, and direct outreach. Online presence wasn’t a priority. The website was basic, rarely updated, and didn’t bring in much business.
That started to change in 2013, when General Manager Lin Yu-Chia stepped into the sales side of the business.
He quickly saw the gap.
If the company wanted to grow beyond its existing network, it needed to be visible where customers were actually searching. That meant going digital.
At the time, though, it wasn’t an easy shift. YJ Stainless specializes in customized products, which don’t always fit neatly into standard product listings. Figuring out how to present that online, and how to get potential customers to find them, was a real challenge.
Building a Digital Foundation
The transformation didn’t happen overnight.
The first step was rebuilding the company website, not just visually, but structurally. Product information was reorganized, and more attention was given to how users would actually navigate and understand the content.
At the same time, the team started learning how to use data.
Instead of guessing what worked, they began using tools to track traffic, understand where inquiries were coming from, and adjust their strategy based on real numbers. SEO, content updates, and ongoing optimization all became part of the process.
It wasn’t just a marketing change. It was a shift in mindset.
Turning Online Visibility into Real Growth
By 2021, the results were clear.
Nearly 70% of YJ Stainless’ customers were coming through online channels. What started as an experiment had become the company’s main source of new business.
Even large international companies, including TSMC, Samsung, Hitachi, and SONY, were connecting with YJ Stainless through online platforms and distribution networks.
Today, digital marketing accounts for almost all of the company’s marketing efforts.
As Lin Yu-Chia puts it, the reason is straightforward. Compared to offline activities like exhibitions, digital channels offer something much more valuable. You can measure results, adjust quickly, and clearly see what’s working.
A Different Path for Traditional Manufacturing
YJ Stainless’ story isn’t just about marketing. It’s about how a traditional manufacturer adapted to a changing environment.
From custom stainless steel products to semiconductor wafer frames, and from offline sales to global digital reach, the company has gone through a steady but meaningful transformation.
It didn’t happen all at once. But step by step, the direction became clear.
And in today’s market, that shift is what makes the difference.
Source: https://www.inside.com.tw/feature/awoo-martech/25453-jenyen
