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21 May 2019

Chinese brands seek to enhance international influence

First publishedon www.AggBusiness.com
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Senior executives of Chinese construction equipment manufacturing companies toast the conference
China’s leading construction equipment manufacturers say they are determined to enhance the international influence of their brands.

They emphasised that over the years Chinese equipment has become more reliable, efficient and of higher quality, and has achieved exports to over 200 countries.

China is already a big construction machinery manufacturing country globally with sales revenues in 2018 reaching 600 billion RMB (US$87 billion) and exports reaching $21.5 billion by November 2018.

At bauma 2019 (8-14 April) in Munich, Germany, the manufacturers unveiled a marketing campaign called For a Better World, and some say they are looking to eventually increase exports, so they account for 50% or more of their revenue.

Under the umbrella of this campaign organised by the China Chamber of Commerce for Import and Export of Machinery and Electronic Products (CCCME) and China Construction Machinery Association (CCMA), senior executives from companies, including LiuGong, XCMG, Sany Group, Sunward, Shantui, Zoomlion, CREG and Sinomach, and outlined their ambitions.

Wang Min, chairman of XCMG, told the conference: “As a large construction machinery market, the Chinese market has not only attracted investment by the major global construction machinery manufacturers, but also nurtured a group of first-rate Chinese construction machinery brands, establishing a complete industry chain. Chinese enterprises have acquired excellent development experience from international benchmark enterprises and rigorously integrated into the global market.”

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Chinese enterprises have acquired excellent development experience from international benchmark enterprises – pictured is Wang Min, chairman of XCMG
Dawei He, general manager of LiuGong, which celebrated its 60th anniversary in 2018, said: “A lot has changed, but one important thing has remained consistent and will remain vital to our next 60 years, our passion for our customers. Listening to them, understanding them and delivering for them and helping them to build a better world.

“We have an ambitious strategic vision for 2025 and the key to achieving these goals is our three totals strategy: total globalisation; total Solutions; total intelligence. We now have over 100,000 LiuGong machines working outside of China. These machines are bringing us valuable data that we can use to provide even greater consultancy capabilities to our customers.”

Sany Group says that one of its most important strategies is globalisation. “And our mission is quality changes the world,” said Yu Hongfu, chairman of Sany Heavy Machinery. “We must use our high-quality products made in China to change the world's perception of Chinese manufacturing and explore the road of internationalisation.”

Stefan Rimmel, managing director of Messe München, said that more than 400 Chinese companies exhibited at bauma 2019.

“There are a number of themes here: digitalisation, efficiency, green, and electronic vehicles that reduce noise and emissions. The Chinese companies are taking a big part in driving these, especially the electronic part of it.”

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