Recently，The UK、The European Union is responsible for excavators originating in China.、Anti-dumping investigation on mobile lifting platform products。This news is for domestic construction machinery manufacturers immersed in the joy of rising overseas markets.，It is undoubtedly a shock to the head，They have to re-examine the many risks faced in the process of overseas market development.。

The data released by China Construction Machinery Industry Association also confirms that the overseas market is not smooth sailing.。Not only did the export data of excavators and loaders decline for five consecutive months.。

Superimposed anti-dumping investigations on Chinese construction machinery products by many overseas countries and regions，Raise tariffs and so on.，Opening up overseas markets is like“Dance in chains.”。How to dance your own style and style on the international stage?，Become a topic of concern in the industry。What are the opportunities and challenges of the first construction machinery network in the current overseas market?，How to avoid risks and other issues，I interviewed Shi Dong and Liu Xibin, deputy general managers of Shandong Lingong International Marketing Company.，They explained to reporters.“Channel is king，Service wins”Importance to overseas market development，And a clear judgment of the global construction machinery market.。

Shi Dong, Deputy General Manager of Shandong Lingong International Marketing Company

In recent years, Shandong Lingong's overseas market sales have been rising steadily.。

Liu Xibin said，In 2023, the company's market growth rate in the Middle East and Africa is relatively high.，Expected to be at least 30% year-on-year%The growth of。Investigate the reason，He explained，Chinese excavator brands seized the market gap left by European and American brands during the epidemic and developed rapidly.。

After two to three years of probation,，Overseas customers found that Chinese brand excavators only use foreign brands 60%～70%The cost satisfies them 80.%～90%The needs of，Successfully changed their prejudice against Chinese excavators.。They recognize the reliability of Chinese excavators.、Quality、Work efficiency、Fuel consumption，And use and maintenance cost，The overall cost performance is high.，Quality is not inferior to European and American brands。

Of course，There are still many challenges for Chinese brands to develop in overseas markets.。

Shi Dong and Liu Xibin said.，The challenges we face，Including the adaptability of the product、Issues such as service and accessories。Due to the cost、Process、Time and cost constraints，We often fail to achieve the desired results.；Service and accessories also need detailed indicators and measures to improve.。For temporary workers，Provide accessories in a timely manner、Resolve product failures and reduce downtime，It is one of the keys to success in overseas markets.。

Liu Xibin, Deputy General Manager of Shandong Lingong International Marketing Company

To be specific，Shandong Lingong is more prominent in the following two aspects：One is product adaptability.，Including product adaptability improvement within the factory and product development and improvement according to the requirements of target market and local working conditions.；The second is to help distributors improve channel coverage.、Market participation，And solve the financing problem.。

In addition，Shandong Lingong also usedPartner Development Program（Partner Development Programme）The pattern of，The expected business objectives are obtained by the comprehensive analysis of the subjective and objective factors by both manufacturers.，Manufacturers and distributors perform their respective duties，FormKPIAssessment of indicators and data，And implement it in the business agreement between the two sides.。Quarterly、Semi-annual and annual confirmation、Review tracking。

Shi Dong said：“Overseas dealers are equal to each other、Mutually beneficial agreements and the need for mutual support are all willing to advance.。”

Achievements of Shandong Lingong in Overseas Market，Liu Xibin said，These first-mover advantages and achievements have benefited from the forward-looking overseas development concept put forward by Yu Mengsheng, president of Shandong Lingong.。

Back in 2009，Shandong Lingong has just begun to develop overseas markets on a large scale.、When conducting overseas channel layout，The company proposed“Channel is king、Service wins”The idea of，Overseas staff are required to、 Accessory 、Training to the front of the product。

So，Shandong Lingong has set up three major spare parts centers overseas very early.：Brazilian Central Bank、Dubai Central Library、Central Bank of Eastern Europe；And three major training centres：Indian Training Centre、Dubai Training Centre、Brazilian Training Center。This has solved the shortcomings faced by most Chinese brand construction machinery enterprises overseas.：Untimely supply of spare parts、Problems such as long time spent on sending after-sales engineers and inadequate training。

Of course，Doing overseas markets will certainly face many risks.：Legal risk、Political risk、War risk and commercial risk。Shandong Lingong is mainly through the following measures to avoid.。

*Professional consulting services through the purchase of third-party services，Hire a professional consulting firm，Before entering the local market, special evaluation should be done.。

*Keep abreast of policy changes and business opportunities in target countries。Strengthen cooperation with dealers by sending resident business personnel、Communication between terminal key customers and relevant associations and government agencies，Keep abreast of changes in the local market。

*Strengthen communication and management with dealers in daily operation，Comprises a service module、Management module、Product module、High-level exchange of visits, etc.，Establish a barrier-free communication mechanism at all levels.。

*Other challenges facing overseas markets include tariffs and trade barriers.。Shi Dong, for example，India's double anti policy towards Chinese loaders，It has basically strangled the possibility of exporting the whole Chinese loader to the Indian market.。In addition，Affected by Sino US trade war，The United States adds 25% to China's exports of machinery and equipment%Tariffs，Raises the barrier to entry for equipment。In response to these situations，We can only shift the supply chain.，Promote local production。

 

 

 

Thankfully,，At the national policy level，Construction machinery manufacturers can feel China and“The Belt and Road”The cooperation between the countries along the route has brought us benefits.。Shi Dong said：“Pecially investment in infrastructure projects.，It can benefit Chinese construction machinery enterprises.，Our equipment can participate.‘The Belt and Road’Project construction along the line。In addition，Signed by China and Southeast AsiaRCEP（Regional Comprehensive Economic Partnership Agreement），Export tariffs can be reduced.。”

With the continuous improvement of China's soft power,，China is in“The Belt and Road”Countries along the route not only have infrastructure investment，And the increasing influence of Chinese culture.，This is a disguised way to import Chinese culture and business philosophy into the local area.，Let local people accept Chinese products.、Ideas and culture are easier.，This will also greatly promote the business development of construction machinery enterprises in these markets.。China's overseas financing business is also going out.，The related products of credit insurance companies are also of great help to export enterprises.。

 

The last two vice presidents emphasized.，“Made in China”The brand wants to achieve great development overseas.，Win the hearts of users，In addition to having reliable products,，And reliable service.，We need reliable companies and reliable people.。The growth of overseas markets still depends on channels.，As the saying goes“Channel is king”，Good channels can solve all kinds of problems.。