Product Sells in 91 Countries—He Runs His Company on DingTalk

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For nearly a decade, Smart WASP has been using DingTalk. We want to prove that for Chinese SMEs, DingTalk is the answer—a digital tool that’s affordable and effective.

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— Barry Wang Ruibang, CEO of Smart WASP Technology

In the wave of Chinese manufacturing brands going global, Smart WASP Technology Co., Ltd. (SMART WASP, hereafter “Smart WASP”) has stood out with its unique global brand strategy and digital management practices. From OEM production to its own brand, from traditional management to full digitalization, founder Barry Wang made a crucial decision at the start of his second venture in 2015: to “build” the new company on DingTalk.

This company, which focuses on producing smart wrapping machines, has spent a decade selling its products to 91 countries worldwide, with annual revenue approaching 200 million yuan. Its customer list includes domestic industry leaders such as Huawei, JD.com, Moutai, and Nongfu Spring, as well as international giants like Tesla and Coca-Cola. Behind all this success lies an “invisible partner”: DingTalk.

Staying True to Its Own Brand to Break the Low-Price Competition Trap

In the smart wrapping machine sector, European and American brands have long dominated the market, leaving Chinese companies largely confined to low-margin OEM or white-label production at the end of the value chain. In 2015, when Barry Wang founded Smart WASP for his second venture, Chinese manufacturing was still mired in a low-price competition quagmire. But he chose a “counterintuitive” path: no OEM work. Instead, he insisted on going global with his own brand, “Smart WASP,” even pricing his products 25% higher than domestic competitors. “OEM is just a transaction; only a brand can last,” Barry recalls.

This decision stemmed from an early experience when he represented foreign equipment: “Foreigners can proudly demand that we put their brand on our products. Why can’t Chinese manufacturing have its own brand?” To pursue this vision, he sacrificed short-term profits and invested resources in product design, service standardization, and brand-building. For example, Smart WASP’s production base and global headquarters in Suzhou employ more than 100 people, 30% of whom are engineers—a rare ratio among peers of similar size. Overseas, Smart WASP requires its distributors to establish standardized service systems, with engineers certified by the company.

This commitment quickly paid off. During a crisis triggered by a product quality issue, Barry took full responsibility for losses amounting to millions of yuan and even replaced the faulty equipment with new units after the contract was fulfilled—winning lasting trust from the customer. Today, a distributor in Thailand sends his daughter to intern at Smart WASP’s Suzhou factory, while a distributor in Mexico holds a market share as high as 50%. “We’re not selling cold machines; we’re delivering love and trust through technology,” Barry says.

DingTalk Becomes the Core Backbone of Global Operations

Supporting Smart WASP’s global operations is a highly efficient and cost-effective digital system—and DingTalk is its central platform.

In the early days, Smart WASP had just over 30 employees, and communication relied on WeChat. But Barry noticed that WeChat mixed personal and business messages, while DingTalk’s “work-focused” design better suited the company’s needs. As the team grew to more than 100 people, he personally set up an IT department to maximize the value of digital tools like DingTalk. Over time, DingTalk’s capabilities expanded from basic approvals and knowledge bases to low-code ERP systems, data dashboards, project management, and even AI translation tools.

An unexpected after-sales service request from a Russian customer turned DingTalk’s “Flash Notes” feature into a powerful tool for cross-border communication at Smart WASP. Previously, overseas customers’ after-sales issues were reported via video, and different languages required different after-sales staff to handle them—but not every language had dedicated support. When a Russian customer urgently needed assistance, Smart WASP’s IT manager, Mao Jianhua, stumbled upon DingTalk’s Flash Notes translation feature. It could take any video or audio in any language, and the AI would automatically transcribe it into the target language. Mao tried uploading the Russian video into DingTalk Flash Notes, and within seconds, a Chinese translation appeared. The team quickly identified the problem and resolved it.

Barry discovered that DingTalk’s group chats also support real-time translation. After enabling real-time translation in the company’s main group chat, the group became a “passive English-learning” channel for everyone. Recently, whenever Barry meets partners abroad, they all tell him, “Barry, your English has improved again.”

Low-Code Enables Real-Time Data, Drastically Boosting Management Efficiency

In the past, Smart WASP’s core departments—such as procurement and sales—generated massive amounts of operational data every day. This data was managed in Excel, with huge and complex spreadsheets. Department heads reported to Barry once a week, and each department needed 2–3 days just to compile its data. By the time the boss saw the numbers, they were already a week old. What’s more, errors were common during the aggregation process.

Smart WASP’s IT team solved this problem using DingTalk and low-code platforms. They integrated low-code systems built on DingTalk with ERP through ecosystem partners such as Tritium Cloud and Jiushu Cloud. They created a digital expense-reporting workflow: once an expense occurs, it’s entered immediately, and the daily/weekly totals are visible in real time. The system also generates reports broken down by department or individual, making progress clear at a glance.