On April 15, 2013, the world’s largest construction machinery exhibition—Munich Bauma Exhibition kicks off. XCMG attends the exhibition with a multiple of her products. Hundreds of thousands of attendees from all corners of the world witness the splendid appearance of XCMG. It’s the seventh consecutive time for XCMG to attend the BAUMA Exhibition as a leading enterprise representing the industry of China’s industry of engineering machinery since it sent a delegation to attend the exhibition in 1992 for the first time.
On Bauma Exhibition 2013, XCMG and Schwing, an established Concrete Machinery maker of Germany which has been just acquired by XCMG in 2012, set up an independent booth with four sides open in the outdoor exhibition area. XCMG this time exhibits 11 cutting-edge products representing the highest technology level which include hoisting machinery, earth moving machinery, drilling machinery and Road Machinery, which have all passed CE certification of the EU, among which are three newest products, namely, XE210W Excavator, QAY55 all-terrain crane and XR220D Rotary Drilling Rig. What’s worth mentioning is, this time the 11 cutting-edge products exhibited by XCMG all adopt newest painting that complies with the aesthetic habit of European users and noise and emission control standards, which arouse great response from the attendees.
With a strong brand influence accumulated in the global market of engineering machinery and its cutting-edge products, XCMG have harvested victories one after another on the morning of April 15, the first day of the exhibition. All the equipment exhibited has been ordered by the clients on the site. What’s more encouraging, on the site, XCMG has signed purchase orders of more than 120 sets with a total value over Euro 8 million with the clients from Europe, which has once more proved that XCMG is extensively recognized among the users in the world, especially in the market of Europe.
In fact, XCMG has always a leading enterprise of Chinese engineering machinery in seeking a global presence. In 2011, XCMG has already become the only engineering machinery enterprise of China to join the Dollar 1 Billion Export Club. In 2012, XCMG scaled a new height, achieving an annual export of over Dollar 1.3 billion, up 19.69％ year on year and ranked No. 1 in the export of the industry for 9 straight years. It can be said that in 2012 when the world was in an economic downturn, the industry of engineering machinery was also deeply affected. Under the context of increasingly fierce competition in export, it can be called a miracle in the industry that XCMG still could hand in such a wonderful transcript in her overseas export business. In fact, in expanding the overseas market, XCMG does not have any recipe for success. It depends on its permanent operation philosophy based on integrity, down-to-earth efforts and correct overseas strategic deployment, and depends on developing internationalized development strategy and internal and external analysis, having a clear vision of development, keeping enhancing the globalized marketing idea, segmenting the target markets, actively developing overseas distributors and service networks, promoting the globalized layout and focusing on implementing the localization strategy on the basis.
Other than pursuing sharp rise of export amount, XCMG also spares no efforts in building and enhancing its brand influence in the world. And ceaseless improvement of product quality and ceaseless optimization of after-sale service is the most effective tool for XCMG to build a globalized brand. XCMG clearly understands that the products of high cost performance are the most powerful device to win the users, while service of excellent quality is the guarantee to secure the users and maintain a long-term cooperative relation. Through the innovation of proprietary technology and the core competitiveness formed by serving the manufacture, XCMG has not only enhanced the market share, but also won the trust of the world in “Made in China”.
In 2012 through acquiring Schwing, an established Concrete Machinery maker of Germany and investing Dollar 200 million in Brazil to build a plant, XCMG further accelerated its process of internationalization, while laying down a solid foundation for becoming a top-class enterprise of engineering machinery in the world. In 2013, in the expansion of overseas business, XCMG will take the “three paying more attention to” raised by Wang Min, the president of the group as the guide for the operation of the year, namely, paying more attention to the operation quality and benefits of the enterprise; paying more attention to the efficiency and pragmatism of the system operation; paying more attention to the advancement and reliability of the products. XCMG will continue to promote reformation and innovation, accelerate the advancing of the position, implement lean marketing, trying best to achieve an export amount of over RMB10 billion and usher in a new pattern of internationalization for XCMG.
