Chinese brands aim to increase international influence at bauma 2019

First published at bauma - April 11, 2019

China’s leading construction equipment manufacturers are determined to enhance the international influence of their brands. They used bauma 2019 to announce a marketing campaign called “For a better world”.

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, Sunward and Shantui, outlined their plans. They emphasised that over the years Chinese equipment had become more reliable, efficient and of higher quality, and had achieved exports to over 200 countries.

Stefan Rimmel, managing director of Messe München, said that more than 400 Chinese companies are exhibiting 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.”

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.”

A number of the Chinese companies said they were looking to increase exports with the aim of making them account for 50% or more of their revenue. “Chinese enterprises have acquired excellent development experience from international benchmark enterprises and rigorously integrated into the global market,” said Mr Wang.

Stand C5 102