XCMG OMSCC Provides Ideas for Its One Belt & One Road Marketing Strategy
March 30, 2015
On March 27, the second meeting of XCMG Overseas Marketing Strategy Consultative Committee (XCMG OMSCC), with the topic of "communication, cooperation and innovation", was held at XCMG headquarters. Over 30 representatives from overseas dealers and XCMG's management got together to discuss issues concerning new directions, new strategies and new approaches for XCMG internationalization under new economic environment.
XCMG OMSCC was established during bauma China 2014, and the first meeting was held in Shanghai on November 26, 2014. XCMG OMSCC is composed of XCMG’s major overseas dealers. Incorporating the major overseas dealers into marketing strategy committee is a pioneering undertaking in the heavy construction industry. Under the circumstances of a slump in the industry, XCMG broke the business management and operation tradition and invites its dealers home to get their ideas on research and development, manufacturing, sales and services. This pioneering undertaking can be traced to the original XCMG’s consistent "customer-oriented" practice. The significance is obvious that participants from these overseas dealers can bring the newest and forefront information on various aspects from their local economic environments, through short- and long-term expectations, to brand competitiveness, which are all valuable for XCMG in making market differentiation strategies.
During its overseas market development process, XCMG has always been responsive to market trends, taken continuous reforms and innovations, and focused on key markets and key products, key projects and key events to seek breakthroughs. In its key markets like Asia, Africa, Latin America, Europe and America, XCMG enhances its traditional sales channels of its key products including cranes, loaders and Excavator. New products such as rigs, Tower Cranes, and heavy Trucks have been brought into the market through key events of promotions and sales. Most vigorous strategic push was to bring those new high-value-added heavy-tonnage and big-horsepower products and all-terrain Crawler Cranes into key overseas markets. In addition, some exclusive promotions were held for their subdivisions, e.g. heavy loaders, mini-loaders, LNG loaders, and rock loaders. Breakthroughs were achieved continuously at high-end overseas markets for 400-, 650- and 1250-ton Crawler Cranes. Its Asian-highest aerial-platform fire Trucks exported in batch. The market share of its Rotary Drilling Rig in Turkey was the highest leaving Liebherr and Bauer behind. The sales of its wide-body dump Trucks at the overseas market also kept championing the world.
Over time, XCMG always adhered to the win-win concept, actively developing the network of parts and service outlets, focusing on trinity (businesses, technologies and services) human resources programs. XCMG kept mounting her big support on her overseas dealers in technologies and finances, sponsoring them to go to regional exhibitions and marketing events, especially, the activities for a campaign to build XCMG’s world-top brand. By the end of 2014, XCMG's products had been sold to 173 countries and regions, ranking No.1 in the industry for many consecutive years.
Since the consultants of the overseas marketing strategy are from countries along "One Belt & One Road", which now has been embraced by China’s grand economic strategy, the Chinese government policies became an important issue on the meeting. Mr. Liu Jiansen, Assistant President of XCMG, and General Manager of XCMG Imp. & Exp. Company pointed out that, with implementation of China’s grand strategy "One Belt & One Road", XCMG’s focus is also shifting. XCMG, while keeping its concerns on technological innovations, will have its focus on quality of products and services and service efficiency, take the "quality, innovation, value and responsibility" as her credo, and offer its customers advanced packaged construction machines and solutions.
Facing new opportunities, XCMG will adhere to the "communication, cooperation and win-win" concept, try to share its "new positioning", "new concept" and "new approach" with its dealers and make “new achievements” together on global infrastructure construction courses to make the countries along "One Belt & One Road" a better place.
