On November 15th, 2019, the square in front of the XGMA excavator workshop was full of people, and the two rows were about to be sent to the XGMA equipment in the countries along the Belt and Road. The wild goose wings were arranged, and the scene was lively and extraordinary. The key countries along the XGMA Belt and Belt Road The order launch ceremony was held here.

Chen Liling, deputy inspector of Xiamen Municipal Bureau of Commerce, Ye Yixing, first-level researcher of Xiamen Municipal Bureau of Industrialization and Informatization, Zhu Hongqi, vice chairman of Xiamen Committee of China Council for the Promotion of International Trade, Xu Zhenming, president of Fujian Machinery Industry Federation, China Qin Haoliang, deputy general manager of Jimei Business Department of Xiamen Branch of Export Credit Insurance Company, deputy secretary of Party Committee of Haiyi Group, general manager Gu Tao, member of the party committee and deputy general manager of Haiyi Group, deputy secretary of XGMA Stock Party Committee, vice chairman Wang Gongyou, Xiamen Mr. Chen Tiansheng, President of Gonggong, Guo Song, Executive Vice President of XGMA, Chen Yili, Vice President of XGMA, Huang He, Chief Engineer of XGMA, Zhang Jian, Chief Financial Officer of XGMA, and representatives of XGMA employees attended the ceremony. 

At the ceremony, Chen Liling, deputy inspector of the Xiamen Municipal Bureau of Commerce, delivered a congratulatory speech to XGMA. At the ceremony, Wang Gongyou, a member of the Party Committee and deputy general manager of the Haiyi Group and deputy secretary of the XGMA Stock Party Committee and vice chairman, delivered a speech on the future strategic development of XGMA.

With the strong “starting” order issued by the executive vice president of XGMA, Guo Song, a truck suddenly sailed out of XGMA Park, with a total of more than 300 units of XGMA loaders worth more than US$10 million. Excavators, forklifts, road rollers, graders and other products are sent to key countries along the Belt, Road, including Russia, Kuwait, Syria, Libya, Kenya, the Philippines, and Vietnam. They are about to participate in the construction of national key projects. This time, XGMA has added a lot of enthusiasm to the construction machinery industry to help the development strategy of the Belt and Road. XGMA has achieved admirable results in key national markets along the Belt and Road. What is the effort of the Xiamen workers behind this achievement? We interviewed Tian Bo, the head of Xiamen XGMA International Trade Co., Ltd., to see what answers he would bring us.

Reliable performance, excellent quality

Speaking of the experience of opening up overseas markets, Mr. Tian said with deep feeling: "Our products want to open up overseas markets. The most important thing is to rely on excellent quality and reliable performance." The climate along the Belt and Road countries is different from that in China. The high temperature and dry environment puts higher requirements on the performance of engineering equipment. In the face of severe working conditions, whether it is extremely hot or cold, XGMA has matching products to deal with these extreme conditions. “During the Middle East, the surface temperature during the daytime was more than 60 degrees Celsius, and our equipment can be used normally.” When it comes to the adaptability of the working conditions, Tian is confident.

Do not change the initial heart, thoughtful service

After the Chinese construction machinery entered the overseas market, after-sales service was a pain point. In the past, XGMA relied mainly on dealers to adopt a traditional model that was both a dealer and a service provider. Today, XGMA not only has this traditional model, but also adds a new model of service trade. Tian told reporters: "XGMA International Trade is not only doing goods and trade, we are also actively increasing trade in services. Now we are building a series of professional service providers to ensure that our equipment can be timely at any time. Fast service."

Speaking of the next strategic move, Tian said that XGMA will continue to carry out "XGMA CARE" customer service activities. This activity is an important measure for XGMA to upgrade its overseas service system. In addition, XGMA is now building the entire single-machine lifecycle management through the construction of the information platform. In other words, XGMA's care for customers will not only be limited to the three-pack period. In addition to the three-pack period, XGMA will continue to pay attention to and service the machinery and equipment until the customer no longer uses it. At present, XGMA's overseas service system has begun to take shape and will be fully expanded and consolidated in the following.

Constructing a system

The competition in the overseas construction machinery market is very fierce, and the advantage of the Chinese construction machinery industry in competition is not very obvious. Even so, XGMA has also developed a unique path to its own market. XGMA officially entered the overseas market in early 2008. After 11 years of painstaking efforts, the entire number of XGMA loaders in the countries along the Belt and Road has exceeded 20,000 sets. At the same time, XGMA has accumulated a large number of large customer resources in these countries. Over the years, XGMA products have won the excellent evaluation of customers with their excellent quality. The reputation of customers has become a solid foundation for XGMA to gain a foothold in the countries along the Belt and Road. In addition, XGMA has intensively cultivated its overseas market and established a distribution service system in many countries. In overseas markets, many dealers have cooperated with XGMA for quite a long time. They have a better understanding of XGMA's products and more clear after-sales service. Even if users encounter some technical problems in use, XGMA and dealer service personnel can respond quickly and respond promptly.

At the same time, through overseas customer channels, XGMA has been collecting customer opinions, adapting to the needs of customers in overseas market conditions, and constantly upgrading the products. Taking root in the local market and thinking about what customers think and urgency is also the key to XGMA's unfolding in overseas markets.

Optimization strategy

The internationalization strategy is a strategic plan that XGMA has been advancing for many years. Tian said frankly that this time the order is the first time the strategic focus has been harvested. Next, XGMA will continue to optimize its products, channels, etc., work hard, lay a solid foundation, and strive to achieve the goal of becoming the top three exporters of China's construction machinery independent brands in 2021, especially in XGMA. The export side of the loader, as well as the key countries along the Belt and Road. Author / Gao Yue, Editor / Li Dan