Chinese multinational construction equipment makers believe that their top obstacle in entering the US market is brand recognition.
US buyers have never heard of names such as Sany, Zoomlion and XCMG (Xuzhou Construction Machinery Group Co). Yet they are the top three Chinese manufacturers and among the top 10 global heavy equipment sellers with combined sales of some $20 billion, reports ECNS.cn, part of Chinanews.com.
Branding could be the biggest obstacle facing Chinese companies in the highly-competitive U.S market, and their marketing efforts are steering toward a more traditional model to gain name identification, the website reports.
The website quotes Tim Rogers, marketing director, Sany America, saying: "I don't think our industry relies on social media like other businesses."
"The guy sitting in the cab might use Facebook, but other platforms like Twitter, Snapchat, and Instagram, are probably not in his wheelhouse," Rogers said.
Rogers was recruited by Sany last year to beef up its social media marketing efforts that most American businesses employ daily.
Rogers' unique approach involves a hybrid of traditional marketing with targeted new media applications.
US construction and mining equipment maker Caterpillar and Japan's Komatsu Equipment Co. both tapped social media to promote their brands and products, but Rogers noted that both had been American players for decades.
Caterpillar, the industry leader, was considered the standard bearer for branding, marketing and social media success in the heavy equipment world relies heavily on social media channels such as Facebook, Twitter, YouTube and LinkedIn.
