Automotive manufacturer scaling digital sales and production quality
HONRI AUTO is a mid-sized Chinese automotive manufacturer managing production through enterprise systems (SAP, WMS) and industrial robotics (Yaskawa, FANUC) while pivoting toward direct digital channels—active projects span new equipment commissioning, live-streaming promotions, and digital marketing platforms. The hiring mix is engineering-heavy (19 of 38 roles) with most positions at mid-level, suggesting focus on production stabilization and capex deployment rather than greenfield scaling.
Notable leadership hires: Finance Director
HONRI AUTO manufactures vehicles in Qingdao, Shandong Province, serving the Chinese domestic market. The company operates through traditional automotive production workflows (CAD design, APQP/FMEA quality gates, ISO 16949 compliance) supported by SAP ERP and warehouse management systems. Recent operational shift toward digital channels includes live-streaming sales, short-video marketing on Douyin and Kuaishou, and platform-based customer acquisition—reflecting a move from wholesale/dealer distribution into direct-to-consumer models. Current pain points center on final-assembly quality, equipment reliability, and converting online traffic into sales.
Core systems: SAP (ERP), WMS, CAD/AutoCAD (design), AWS Database Migration Service. Manufacturing: Yaskawa and FANUC robotics. Quality/compliance: APQP, FMEA, ISO 16949. Marketing: Douyin, Kuaishou, Xiaohongshu.
Qingdao City, Shandong Province, China. Founded in 1995 as a privately held company with 1,001–5,000 employees.
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