Lead
From July 14 to 18, 2026,the "Build a Strong Foundation and Strengthen the Body, Win the Year" Amer Group Southeast Asia Theater 2026 Q2 Sales Management Cadre Trainingwas held in Hanoi, Vietnam.
Executive vice presidents from Vietnam, Indonesia, Thailand, and Malaysia gathered together. The Group Chairman and President attended in person to provide guidance, comprehensively reviewing the overall market operations in the first half of 2026, deeply analyzing the current shortcomings in front-line service, and focusing on planning implementation actions for the second half to improve customer service capabilities. This united the service consensus of all employees and built momentum for deepening customer value cultivation in the second half of the year.
In-Depth Review:Benchmarking customer needs and identifying service gaps
On the first day of the meeting, the executive vice presidents of each region gathered to conduct a mid-year work review. Focusing on several dimensions, including the implementation of customer service standards, the structure of industry customers, and the current state of regional organizations, they compared items one by one, broke them down layer by layer, comprehensively reviewed the service results achieved in the first half of the year, and directly addressed existing shortcomings and areas for improvement:
Customer Coverage Review: Assess the customer service coverage across industries and regions, and identify which customer groups’ needs have not yet been fully met;Service Gap Analysis: Based on actual customer feedback, identify areas in on-site service, response efficiency, and other aspects that need urgent improvement;Organizational Capability Benchmarking: In light of the current status of each subsidiary and branch team, evaluate the alignment between team professional capabilities and customer needs.Every review is about understanding customers better; every breakdown is about making service in the second half of the year more solid and more closely aligned with customers’ real needs.
Strategy-Led:Deepen professional expertise and create value through service
How can tangible value be delivered to customers in the second half of the year? Mr. Feng, General Manager of the Southeast Asia Division, delivered clear strategies in his special sharing: comprehensively upgrade the team’s professional competency across four dimensions — product expertise, service know-how, service efficiency and service culture.
- Gain thorough insights into key industries to demonstrate professionalism: Focus on high-priority Southeast Asian sectors including electric vehicles, construction machinery, steel smelting and data centers. Systematically consolidate product knowledge and customer industry expertise, enabling every sales member to explain products thoroughly and accurately identify clients’ genuine demands.
- Strengthen on-site service & resolve issues at frontline: For frequent on-site challenges encountered by customers, break down troubleshooting logic and practical skills case by case. Equip the team with more precise tools and methodologies to effectively boost clients’ operational efficiency and create tangible value.
Mechanism-driven Support: Build a Customer-Centric High-Performance Team
Subsequently, country leaders from Vietnam, Indonesia, Thailand and Malaysia presented and discussed the Key Work Plan (July–December 2026), defining core target sectors and implementation roadmaps for customer services in each country.
High-quality customer service relies on solid professional foundations and standardized service capabilities for all staff. This training camp prioritized building a training and assessment system focused on competency improvement:
- Specialized Product Knowledge for Customers: Deep dive into core product lines such as industrial lubricants and metalworking fluids, and master application solutions matching equipment operating conditions across diverse industries.
- On-site Service Expertise: Formulate standardized solutions for on-site challenges including production bottlenecks, equipment failures and machining losses at customer workshops.
- Efficient Service Tools & Technical Skills: Popularize practical tools including precise on-site inspection and operating condition diagnosis, leveraging professional technologies to generate real production value for customers.
All participants must pass a unified assessment upon completing systematic training. Assessments act as a catalyst to translate professional capabilities into practice. The team is required to leverage robust technical strengths to meet customers’ full-scenario demands and achieve quality and efficiency improvements across end-to-end services.
At the closing of the session, Group President Mr. Xie delivered concluding remarks. He emphasized that all Southeast Asia team members shall uphold the core strategy of customer-centric service, fully roll out professional training and on-site service initiatives. Meanwhile, the team must maintain strategic resolve, steadfastly implement established plans, and unite to strive for victory in the second half of 2026.
Cohesion Building: Hanoi Night Tour Strengthens Team Bond
As the saying goes, balanced rhythm ensures steady progress. Amid the intensive training agenda, participants visited iconic Hanoi landmarks including Hoan Kiem Lake, the Old Quarter (36 Streets), Train Street and the Temple of Literature. While experiencing Vietnam’s rich local culture, the team further strengthened emotional ties and internal cohesion.
Amer’s Layout of Five Production Bases in Southeast Asia
With over a decade of deep cultivation in Southeast Asian markets, Amer has completed the rollout of five manufacturing bases across Vietnam, Indonesia, Thailand and Malaysia. The Group has built an integrated supply chain system of China-based R&D + Local Smart Manufacturing + Localized Services, enabling local production, on-site technical support and rapid 48-hour on-call services.
This gathering of management cadres from four countries in Hanoi for training leverages this mature cross-border industrial network to unify service standards and synchronize technical solutions across nations. It maximizes regional synergy to deliver full-lifecycle integrated fluid solutions for local manufacturing clients.
Vietnam: Long An Base (Southern Vietnam), Bac Ninh New Materials Base (Northern Vietnam)
Indonesia: Bekasi Manufacturing Base, Java
Thailand: Chonburi Manufacturing Base
Malaysia: Selangor Manufacturing Base
Epilogue
Ride the wind and ride the waves to stand at the forefront; now is the perfect time to set sail.
The bugle has sounded for the second half of 2026. Taking this training camp as a new starting point, all Southeast Asia team members will unite and forge ahead. With firmer strides, targeted strategies and robust service capabilities, we will take root in local markets, deploy precise efforts, and jointly write a brilliant new chapter in the Southeast Asia market.
Amer Southeast Asia Team: Consolidate Strength, Build Capabilities and Claim Victory for the Full Year 2026!