The SDLG brand has been recognized by the World Brand Laboratory as one of China’s Top 500 Brands for the second year running. Founded and staffed by branding experts with institutional and academic backgrounds in 2003 in New York, World Brand Laboratory (WBL) is a brand consultancy that provides government-affiliated institutes and profitable organizations with brand-asset assessment and counsel. Through a methodical survey and quantitative analysis, WBL compares and rates the growth index of a wide pool of Chinese brands gauging the status and influence that brands have among consumers.  
 
Quality at the core
 
Guo Shaohua, brand and communications director at SDLG, says: “Following a well-devised strategy of overseas development, SDLG has built up sales, parts supply and service centers worldwide to standardize its aftermarket support globally and win the hearts of overseas customers with reliable and high quality machinery. We are proud of what SDLG has achieved in its quest to become the world-leading Chinese construction equipment brand.”
 
Understanding customers’ needs, SDLG has built up a reliable supply chain to deliver machinery and parts quickly and efficiently. The range of SDLG equipment is manufactured using SDLG’s tailored production philosophy – the Lingong Production System (LPS). This incorporates advanced design and lean production techniques to build robust and reliable equipment, which have become popular in China and in many overseas markets.
 
The winning formula
 
When SDLG launched its brand tagline – Reliability in Action – in 2008, it was one of the first Chinese construction brands to understand the importance of brand awareness. Supported by a coherent brand communication strategy, SDLG has pioneered several branding initiatives, including becoming the first Chinese brand to sponsor the Asian Football Confederation (AFC) Champions League. As Asia’s leading football event, the AFC has raised the brand’s profile in key markets across the continent. 
 
SDLG was also the first construction equipment brand to launch a branded charity foundation – the Hope School charity, which is a non-government, privately-funded program that it started in the 1990s. SDLG was the first Chinese company ever to partner with the Worldwide Fund for Nature (WWF) Climate Savers campaign. And the brand’s pioneering China Top Operator program has also helped raise awareness of operator safety in the industry and has been successfully rolled out in Thailand as the first international market so far.
 
Guo says: “Over the past decade, SDLG has transformed from a ‘made-in-China’ manufacturer to an internationally recognized brand by integrating technology and aftermarket support into the making of quality products that are liked both in China and in international markets. From a leading manufacturer to a leading brand, we have come a long way. Underlining this achievement is our unrivalled commitment to continuously innovating and making new breakthroughs. ”
 
Today SDLG has established a dealer network to provide sales, parts and service support in over 50 global markets with a strong foothold in China, Brazil, Africa, Russia and the Middle East. In Asia, SDLG is the leading Chinese construction equipment brand in Indonesia and Malaysia, and is gaining significant traction in India, the Philippines and Thailand. For faster parts delivery worldwide, SDLG has opened spare parts warehouses in Singapore to serve the Southeast Asian region, Bangalore to serve India, Sudan to serve African markets and Linyi to serve its domestic market.
 
For further information about SDLG and its range of construction equipment, visit www.sdlg.com.