As a major player in the world arena, LiuGong always gives priority to the development of overseas markets as part of its global vision and strategy. Although the global construction equipment industry has been experiencing a toughtime during the past few years, LiuGong continuously focuses on not only the emerging markets, but also the well-established European markets, where it plans to continue expanding both itsproduct offerings and distribution channels.
Despite the industry downturn, LiuGong remains in a leading position in China’s export and overseas marketing and manufacturing. In 2015, the export volume of LiuGong wheel loaders, excavators, graders and rollersremained at the forefront of the industry, while skid steer loaders and backhoe loader ranked number one.
This achievement is based uponLiuGong establishing strong dealer and support systems before it enters any given market. Since its acquisition of Polish construction equipment manufacturer, Dressta, in 2012, LiuGong obtained its global marketing network that covers 100 countries and regions, along with the company’s production lines. LiuGong’s efforts in building distribution channels, such as those gained through this acquisition, have paid off: last year, the overseas business accounted for more than 30% of the company’s total revenue.
This growing global influence has resulted in LiuGong machines being utilised in many notable projects across the world, particularly in Europe, where it continues to grow its distribution footprint.
In the UK, LiuGong has established a strong influence in the demolition, aggregates and plant hire sectors, for example through its relationship with UK dealer, CPMS, which has resulted in LiuGong closing out the first quarter of 2016 with impressive results – LiuGong Europe is forecast to deliver more than 250 machinesto the UK this year. The success of this relationship has been mutually beneficial and means that CPMS will open two new branches in 2016, both of which will allow LiuGong to grow its customer base and extend its reach and aftersales service in the UK.
Some notable projects in the region include the new generation of LiuGong E-series excavator, the 936E, and theDressta TD-15R crawler joining in the Aberdeen city road construction in Scotland. The 922E and 925E machines will also take part in Hinkley Point nuclear project in the southwest of England.
After three years of development, LiuGong machines have spread all around London too, where the most strict emission standards take effect, and have won a good reputation from local customers:“We mainly provide demolition business for the customers. Due to the special working environment, we have rigid requirements on the equipment. We have purchased LiuGong 922LC, 925LC and 856III machines before, all of which fully satisfied our working requirements. Not long ago, we bought six E-series excavators, which not only meet the requirements of London’s strict new emission regulations, but are extremely impressive with regards to cab comfort, thus reducing the operator’s fatigue after long hours of use and improving overall work efficiency,” said Les Squibb, one of LiuGong’s customers from UKwho has owned 18 LiuGong machines.
In France,LiuGong appointed its first dealer, Divitmat,last October, which is based in Rouen and covers the northwest region of the country. Now, LiuGong is working with Divimat to build its brand and product awareness in demolition and municipal landfills, firstly through a ‘road show’ initiative that will tour the country and demonstrate the suitability of the new 922 E-series excavator, the 856H wheel loader and the Dressta TD-15 landfill dozer for use in such projects.
But it is not just Western Europe where LiuGong is making inroads. In Bulgaria, LiuGong’s dealer, Geo Trading, recently delivered the first two units of LiuGong 50-ton robust hauler dump trucks together with a Dressta TD40 mining dozer to work triple shifts at the Elliat-zad mine, which is Europe’s second largest copper and gold mine.
In Israel, the Ashdod sea port is currently undergoing a massive expansion as part of a $2 billion project to build new vessel births and increase container capacity at the terminal. Here LiuGong has seven new 930E series excavators and three Hseries wheel loaders have been contracted to build vital sea defence walls and to complete heavy earth works as part of the new births.
Then in Istanbul, LiuGong excavators and wheel loaders have been assigned to complete foundation and shuttering in the final phase of the third Eurasia Bridge that will link Europe to Asia – a fittingly symbolic project for LiuGong to be actively involved with as it continues to build ties between its European activities and those back in its home ofChina.
At bauma 2016 in Munich, visitors will be able to see a range of new LiuGong products that are being showcased, including: the E-Series line up that covers an operating range from 3.5-tons to 50-tons and feature tailored specifications to meet the varying markets needs throughout Europe;and the 950 E excavator, which is LiuGong’s first 50-ton, Tier 4 final machine in the region.
LiuGong is committed to providing customers with excellent construction machinery equipment and service. To accomplish this mission, LiuGong will further analyse the adaptability of its products in the context of customers’ diverse requirements, and develop machines with special configurations that can better meet the demands of the market.
In order to achieve its global vision, LiuGong will continue to drive its European expansion in 2016 with further dealer appointments in Belgium, Spain and Ireland.In addition, LiuGong will optimise its service together with the dealers who continuously invest in training, tools and support programmes – keeping technicians up to date with the technical knowledge and capabilities required to service the LiuGong machines that customers depend on.With all this added up, there is no doubt that LiuGongcan realise a new breakthrough in 2016, establishing itself as one of the most competitive construction equipment manufacturers throughout Europe and the rest of the world.
