XCMG Convened the Third Meeting of Overseas Marketing Strategy Consultative Committee to Discuss the Development by Taking the Opportunity of "the Belt and Road" Strategy

On October 10th, 2015, the third meeting of XCMG Overseas Marketing Strategy Consultative Committee was held successfully in Beijing. XCMG gathered overseas marketing strategy consultants from countries along "the Silk Road Economic Belt and the 21st-Century Maritime Silk Road" (hereinafter referred to as "the Belt and Road") together in Beijing to discuss the way of business development and the countermeasures in the new economic environment.

In this meeting, Mr. Liu Jiansen, the President assistant of XCMG, the GM of XCMG Import & Export Company and the Vice Chairman of XCMG Overseas Marketing Strategy Consultative Committee, introduced and explained the meaning of "four in one" new growth momentum, i.e. persistence, reformation, innovation and internationalization, proposed by Chairman Wang Min. He also introduced in details the major reforms and innovations of XCMG in this year as well as the latest R&D achievements and complete sets of new products, including complete sets of mining machinery, the world's first subsurface excavation bogie developed independently, upgraded hoisting machinery, loader, road machinery, bridge test machinery, sanitation machinery and forest industry machinery successfully entering the world's largest corporation engaged in forest and other new products.

All the overseas marketing strategy consultants attending this meeting are from countries along "the Belt and Road”. Yang Lifu, the general manager assistant of XCMG Import & Export Company, introduced the progress of overseas services along "the Belt and Road” and the promotion of after-sales market development, such as overseas service and spare parts system. These consultants brought macro-economic situation analysis reports, overseas marketing reports, overseas after-sales market development reports, and enterprise market layout together with resource investment and sales performance reports to XCMG. Some of the consultants had a lively discussion with XCMG representatives and proposed their opinions and suggestions on regional market construction, competitive strategy, product localization configuration, and the operation management and linkage mechanism of the spare parts centers. In addition, the attendees discussed and amended the rules of procedure of the committee.

The meeting was held during the trough period of the industry, but the overseas marketing strategy consultants still showed unprecedented confidence in XCMG and great determination. "In the most dismal time of the industry, some enterprises have lost their confidence and get started on construction mechanization or industrial diversification. However, XCMG, as the leader in China's construction machinery industry, becomes the only one persisting in and focusing on construction machinery under the leadership of Chairman Wang Min. XCMG shows its spirit of persistence as a backbone in China's equipment manufacturing in the most difficult times,” Mr. Liu Jiansen said in the meeting. XCMG spirit of persistence was unanimously approved by overseas marketing strategy consultants, and they expressed that they would work with XCMG even in hard times and get through tough times together.

Based on this meeting, XCMG had a new understanding of overseas market situation, and paid high attention to difficulties encountered in overseas marketing and opinions and suggestions proposed by consultants, so as to solve issues in service pending for many years. Although the industry is in a slump, XCMG still believed that opportunities would be everywhere and would find potential l business opportunities by virtue of the strategic opportunity of "the Belt and Road”. Besides, these consultants had more in-depth understanding of XCMG overseas market as well as its service and spare parts, and they gave high appraisal and recognition of the effect of the meeting. As a result, both sides had a deeper understanding of each other and enhanced their confidence, which once again reflected the purpose of the meeting - "communication, cooperation and innovation".

Against a background of sluggish demand, overcapacity and fierce competition in the global construction machinery market, XCMG's export was growing against the depressed trend. Overseas consultants highly appraised the strategy of "sticking to the main industry" and "reaching the top of Mount Everest" proposed by Chairman Wang Min, and they considered that the continuous upgrading of XCMG brand and its competitiveness in overseas market benefited from professional business strategies provided by upper-level managers as well as  continuous product innovation and efficient internal management. They believed that XCMG, as a typical example of China's manufacturing, would stride forward with great progress and expand the overseas market.

This meeting was presided over by Ms. Zhang Yanmei, the deputy general manager of XCMG Import & Export Company and the secretary of XCMG Overseas Marketing Strategy Consultative Committee. The deputy general manager of XCMG Import & Export Company Mr. Zhai Kun, the deputy general manager of XCMG Road Machinery Business Division Mr. Ren Huajie, the deputy general manager of XCMG Loader Machinery Business Division Mr. Yue Taiyu and other relevant staff also participated in this meeting.