Goodbye Thai Khuong

When I joined the industrial pump business Thai Khuong in 2019, there was no marketing department. With only a few people coming and going, we truly started from nothing.

We deliberately kept our website plain. Nobody buys an industrial pump because the website looks beautiful; usually, they visit because something has gone wrong. A machine needs a replacement, an engineer is looking for a specification, or someone simply needs to know if a specific pump will work.

By watching the numbers in real time and making small, data-driven adjustments rather than acting on nerves, we grew our organic traffic to more than 1,500 visits a day. In 2021, our revenue grew by 22% to reach 88 billion đồng.
Then COVID hit, and distribution stopped.

Instead of discounting our products, we tested a new business model: Thai Khuong Services. This industrial repair subscription was built around the entire lifecycle of the customer’s equipment, rather than just the day it was sold. As the first service of its kind in Vietnam, it became profitable in just nine months.

This new business unit naturally needed its own identity. We developed a complete brand identity, a brand book, uniforms, a culture code—and even a song.

Notice the shift early. Adjust with data, not nerves.