Keestrack appoints Richard Li as new Chinese business MD

Richard Li has been appointed as the new managing director of Keestrack Construction Equipment Company based in Chuzhou, China.
Crushing Static & Mobile / July 7, 2023
By Guy Woodford
Richard Li has been appointed as the new managing director of Keestrack Construction Equipment Company. Pic: Keestrack

"With over 33 years of experience within the construction equipment industry and having loads of management experience, Richard Li is an asset for Keestrack," says Frederik Hoogendoorn, vice president of sales & marketing. 

Richard Li has been a member of the Chinese Association of Equipment Manufacturers management committee since 2006 and has been selected into the Top 100 influencers in the Chinese construction equipment industry from 2006 onwards. After Li graduated from university in 1989, he was involved in the construction machinery industry, first as a customer at the municipal construction department of the city of Xiamen and later in his career as a construction equipment dealer and manufacturer in several enterprises.

Keestrack China
Keestrack Construction Equipment Company's HQ in Chuzhou, China. Pic: Keestrack

Li has an impressive track record with companies such as WesTrac, Doosan Infracore, NFLG, Bauer and Ingersoll-Rand and has proven to be a highly efficient managing director in various roles.

"In his new role, Richard has to optimise the Chinese production facility, the sales- and aftersales service offices, and the growth of the Asian, Southeast Asian, Australian and New Zealand markets. With his management experience in dealer development and strong motivational leadership, we have full confidence he will succeed in this mission", says Kees Hoogendoorn, founder and president of Keestrack.

"Keestrack is committed to reducing costs and increasing customer efficiency through innovation. The products manufactured by the Chuzhou factory represent these innovative achievements and follow the same European manufacturing standards, ensuring the same high quality and high-performance equipment," says Li.

F & K Hoogendoorn
Frederik and Kees Hoogendoorn. Pic: Keestrack

"We will further strengthen Keestrack's sales network by expanding the dealer network in the Chinese and wider Asian region. Increased efforts will be made to build the Keestrack brand and to increase sales and marketing by organising events, activities, technical days and exhibitions. This way, the customers will better understand the Keestrack product advantages," says Li. "Also, the Aftersales Service team will get more attention, providing all dealers and customers the right service, training and original spare & wear parts."

Keestrack China is more than just a production facility for Keestrack mobile crushing and screening equipment for the Chinese and wider Asian market; it is also running R&D projects to expand Keestrack's product range into other sectors within the construction industry. New products, like cold milling equipment, have been developed within the Chinese production facilities to widen the product range. These new products have been thoroughly tested during the last few years and introduced to the Asian market.

According to Li, the market will change in China. He believes top-quality products, distributed by high-quality dealers and backed up by excellent industry professionals, will have the future. This will create win-win cooperation with customers committed to long-term developments.

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