【Original Report of China Road Machinery Network】“Tian Xingjian，A gentleman should constantly strive for self-improvement。”

As a global leader in mobile crushing and screening，Follow high demands for product innovation and solution orientation，Kester always pays attention to details in product design.，The pursuit of perfection，Prepare for the changing needs of future customers。In Kester（Chuzhou）Engineering Equipment Co., LtdCEO （Greater China and Southeast Asia）According to Li Mingde，With the acceleration of industry shuffling，The competition pattern has been adjusted again.，The intensive trend of construction machinery market is becoming more and more obvious.，The same is true for the mobile crushing and screening industry and the road machinery industry。Kester China wants to survive in the highly competitive China Mobile market.，It must become the leading enterprise in this field.。

Kester（Chuzhou）Engineering Equipment Co., LtdCEO（Greater China and Southeast Asia）Li Mingde

Adjust the team and strengthen the agent system

As the new head of Kester's China and Southeast Asia markets,，Li Mingde was under great pressure at the beginning of his term of office.：First, the domestic market demand has declined.，Competition among enterprises is becoming more intense.；Second, the rapid rise of domestic brands.，Squeeze the living space of foreign brands.；Third, the mobile mobile industry is a potential blue ocean market.，But the competition is already fierce.，And the development situation is not clear.，If we do not strengthen guidance in the future,，It is likely to turn into the Red Sea market.……

Kester Chuzhou factory

As a senior marketing expert in the industry，Li Mingde pursues the principle of saying less and doing more.。At the beginning of taking office，He visited the market、Actively look for countermeasures。Li Mingde said in an interview.，He has been in office for just over a month.，The most important priority is not setting plans and goals.，It's about understanding the company's current situation.，Adjust the company team，Comb the agent system。He said figuratively.，“As a captain,，My job in the field is to get the right people on the plane.，Get the wrong people off the plane.，Keep good people in key positions，Then we can determine the destination.，The plane can take off.。If the plane is forced to take off without going through the safety inspection.，It is easy to have safety accidents.。As a captain,，This is something that should never be allowed to happen.。”He pointed out，Market volatility is only a temporary phenomenon.，But the stability and vitality of the team is a long-term goal.，So his current work is mainly to adjust the team and strengthen the agent system.。

The right medicine can be prescribed.。Facing the heavy pressure of the market decline and the earnest hope of the headquarters.，At the beginning of his tenure, Li Mingde did not rush to focus on increasing sales.，Instead, it focuses on adjusting the team and strengthening the agent system.，It can be said that it has grasped the essence of the problem.，It also laid the foundation for the next stage of the company's development.。

Differentiated Competition Becomes the First Brand of Foreign Capital in Professional Field

Kester is an international brand insisting on value marketing.，Always stick to the middle and high-end market。This differentiated competition route makes Kester not blindly cater to consumers in participating in the Chinese market competition.，Instead, the focus is on improving product quality.，To repay consumers with high-quality products and low operating costs is the basis for Kester to base itself on the Chinese market.。

President of the Kester GroupMr. Kees Hoogendoorn（Right）With Kester（Chuzhou）Engineering Equipment Co., LtdCEO（Greater China and Southeast Asia）Li Mingde（Left）Together

At the moment，Construction machinery has become a fully competitive industry.，The competitive advantages of leading enterprises are becoming more and more obvious.。At the beginning of taking office，Li Mingde is fully investigating Kester.（China）After the internal and external environment，Reposition the company：Become the first foreign brand in the field of mobile breaking and mobile screening。Li Mingde thinks，Innovation is the driving force for enterprises to move forward.。Always keep products efficient and operating costs low，This is the purpose of Kester's design products.，This requires continuous optimization of product quality.、Improve service level、Increase the intensity of innovation。Only by becoming the leading enterprise in the professional field，In order to obtain more market resources.，In order to better repay Kester's loyal customers.。

Modern production workshop of Kester Chuzhou factory

Facing the fierce competition in the domestic and foreign markets，Kester（China）Adhere to the route of differentiated competition，Be the guardian of high-end brands。In Li Mingde's opinion，The most effective way to deal with competition is to achieve localization.。As a European company,，Kester set up a factory in China very early.，The company has a research and development center in Tianjin.，Specializing in the research and development of localized products，In terms of product quality, it adheres to the same standards as Europe.。In his opinion，Foreign-funded Enterprises Should Achieve Long-term Development in China，We must make full use of China's supply chain advantages.，China's construction machinery supply chain is the most complete in the world.，This is for foreign-funded enterprises to insist on localized manufacturing to reduce costs.，At the same time, it insists on international quality.，Lay the foundation for serving Chinese customers。

Kester under constructionF6 Milling machine

In order to better serve China's pavement construction and maintenance，2020，After several years of intensive research and development and honing.，Kester Successfully Launched Elaborately Built in ChinaF6 Milling machine，FMilling machine has been sought after by the majority of customers。The quality is reliable、The technology is advanced and mature，In site construction，Can keep high stability and achieve ideal construction effect，Meet the requirements of the Owner and the construction unit，Comparable to any milling machine。In recent years，Kester(China)And launched one after another.F7 andF8 series milling machine。Both products meet the fourth national emission standard.，It has strong power、Energy saving and environmental protection、Economical and efficient、Convenient operation and the like.，And the first generationFComparison of 6 series milling machine，And is more efficient、More flexible、More intelligent and the like.，Heavy-duty milling drum and automatic leveling system，Its application range is wider.、Higher cutting efficiency、Longer service life。

Kester's firstF8 Two-meter Milling Machine Delivered to Shandong Customers

Li Mingde told the author，Kester entered the field of road machinery late.，But the starting point is very high.。The company has nearly 30 years of experience in research and development of milling machines in Europe.，Accumulate the milling characteristics of various working conditions，Understand the pain points of global customers in the use and maintenance of milling machines，This has accumulated rich experience for better serving Chinese customers.。The advantage of Kester milling machine is high fuel economy.、The failure rate is low，Adaptable to various working conditions，It can maximize the trouble-free use time of the equipment，Therefore, it has been loved by the majority of road users.，Its market sales are also rising.，Become a player in the milling machine industry“Dark horse”。

The pavement machinery industry is very different from the mobile crushing equipment industry.，They belong to different customer groups.。In Kester's agency system,，Mobile crushing and mobile screening and road machinery have a common agent system.，There are also agents specializing in mobile crushing and screening and road milling machines.。Li Mingde thinks，It should be done according to the agent's own specialty and the customer resources they have.，Some are versatile agents.，The proportion of such agents is only one third.，Two-thirds of the agents are mainly aimed at the market they are good at.。

Milling machines as a potential growth stock for Kester，Soon after his debut, he quickly won the recognition of Chinese customers.，This is inseparable from its strong R & D strength and strong manufacturing base.。Support of road machinery products，Kester（China）It will be like adding wings to a tiger，Achieve faster growth。

Power of product electrification“Double Carbon”Strategy

With the country“Double Carbon”Implementation of the strategy，Electrification has become the only way for construction machinery industry。Kester has been praised by the European media as one of the best electric enterprises in the field of mobile crushing and screening.。Kester has introduced pure electric and hybrid products in the full range of products.，Pure electric products cover almost every product category.。 In addition to the production of pure electric mobile crushing and screening equipment，Kester can also provide customers with“ZERO”Series of zero-emission mobile crushing and screening equipment，Cancel all engine and generator systems on the equipment，Really achieve zero emission，It can be used in areas with extremely stringent environmental requirements.，“ZERO”Series of mobile crushing and screening equipment has been widely used in Norway and other Nordic regions with high environmental protection requirements.。

Construction of Kester crawler mobile heavy screening equipment in a mine in Lijiang, Yunnan

Pure electric crawler mobile stacker produced by Kester，The maximum stacking capacity of a single machine can reach tons 15000.，Save about 80% of the cost of stacking and transshipment%，Powered by electric energy，It really achieves zero emission and zero pollution.。In Li Mingde's opinion，In the construction waste and sand and gravel sites themselves, they are facing more serious noise.、Dust pollution，Through the development of pure electricity or oil and electricity dual-purpose equipment, not only can a large number of users save the cost of use.，It can also better contribute to energy conservation and emission reduction.，This has become the consensus of Kester employees.。

Pure electric crawler mobile stacker produced by Kester

Talking about expectations for the future.，Li Mingde's eyes shone with excitement.。He hoped that Kester would become the head of foreign brands in China's mobile crushing equipment market.，The market share reached 20%，Be able to provide better services for Chinese customers、More product choices，Lower cost of use，More ways to serve，Help Chinese customers get higher value returns，Promote the healthy development of China Mobile's crushing and mobile screening market.。

True，It is not easy to achieve this goal in the current market downturn.，Besides continuing to maintain product innovation and technological innovation,，We should also actively expand the equipment rental market.，To provide customers with more timely and thoughtful service。Li Mingde believes that as long as we get through the current difficult period,，China Mobile's broken market will surely usher in better and faster development.，Kester（China）It will also achieve its goals as scheduled.。