With outstanding sales performance created by the International Marketing teams, Guangxi Liugong Machinery Co., Ltd. (LiuGong) wrote a new page in the history of development. From January to August, the overseas business in LiuGong realized a sales performance exceeding RMB 1.7 billion Yuan with a year-on-year increase of 90% and sold equipments accumulatively up to 5400 sets with a year-on-year increase of 70%. This was a proud accomplishment, which not only reflected the rapid development and continuous breakthrough of international business in LiuGong, but also was an evidence to the whole world that LiuGong was on the momentum to become a globalized enterprise.

Overseas branches of LiuGong were credited for their efforts and achievements, especially those companies in Middle East Asia, Europe and Russia and also the business office in Beijing. LiuGong sold more than 800 sets of equipments on the market of Middle East Asia, increasing 180% compared with the same period last year; 900 sets of equipments on the market of Europe and Russia, realizing a year-on-year increase of 250%. Besides, LiuGong also enlarged their marketing scales in North America, Latin America, South East Asia and North Africa.

•Highly-praised by Global Customers

In 2011, LiuGong enhanced their brand fame on the international market through effective brand promotion. On the global construction machinery exhibitions, LiuGong exhibited their high-end products to compete with the first-class brands such as Cat and Komatsu, being a specialized brand to enter the field of world competitors. When attending the regional exhibitions with small sizes held in East Europe, South Africa, Middle East, South East Asia and Latin America, LiuGong had become the focus of the local media to report, and sets of exhibited machinery had been sold on the site.

After being reported by the world famous magazine Forbes—the international mainstream financial media, LIuGong was also reported by world leading media such as The Walt Street Journal and Consumer News and Business Channel (CNBC). With such a strong media coverage rate, LiuGong brand began to attract the attention form the whole world, and the world market began to concern more about the emergence of construction machinery manufacturing in China. Once the report on The Walt Street Journal was issued, numbers of professionals in the industry left their comments about the development situation of China’s economy, status of construction machinery industry and the performance-price-rate of LiuGong equipments, and there were also many experts gave suggestions for the internationalization of LiuGong in the future. Lots of customers asked for the location of Liuzhou and even tried to pronounce LiuGong correctly in English. These concerns not only motivated the staff in LiuGong, but also cheered up the Chinese abroad to feel proud for LiuGong as a national brand which was highly praised by the world.  
 
Through decades of exploration, the overseas market of LiuGong had reached a new developing level. There would be nine foreign-funded branches matched with the eight spare parts warehouses to realize the storage and supply of spare parts in a all round way. The company had sent professional salesmen for spare parts to the regional spare parts warehouses in Europe, India, Asia-Pacific, South Africa and North America, to specially take charge of the management and business promotion of foreign spare parts warehouses. The shifting forward of the business was sign that LiuGong’s overseas spare parts business had marched a crucial step forward, providing sound guarantee for the sales of equipments. Nowadays, LiuGong had formed a sophisticated overseas dealership network, comprising of 135 overseas dealers with business covering nearly 100 countries and spanning six continents and four oceans so as to support the fast development of LiuGong’s global business and provide stronger foundation for the LiuGong to go further. From January and August in 2011, LiuGong sold more than 5000 sets of equipments, which made the peers in the industry astonished. It was notable that the sales of excavators and land levelers in LiuGong realized a year-on-year increase, which was much higher than the average export level of the industry.  LiuGong also broke through the bottleneck and began to sell the concrete equipments on the overseas market. In July, LiuGong succeeded in winning the large deal to supply more than 150 sets of LiuGong equipments for Eritrea Government through the purchasing project. The branches in India and Asia Pacific cooperated with each other closely, wining the order from Myanmar, supplying over 80 sets of equipments for the China-Burma (Myanmar) gas pipeline project. More over, in Maranhao State in the Northeast Brazil, there were 30 sets of LiuGong equipments were operated on the site for the construction of the largest refinery factory in Latin America.
 
•Highly Effective Operation and Efficiency Management

If the exploration of overseas market was the “beam” for LiuGong to earn better sales performance, the internal operation and management of the Marketing Department was undoubtedly the soundest foundation to construct the building of continuous excellent performance. The enlarging management team of International Marketing Department had been actively explored for a optimal and efficiency internal operation method, through distributing works for each business module so as to connect the working relationship between all the functional departments with powerful cohesive force. The International Marketing Department was passionate to take the annual sales as the target to push forward the cooperation and synergy of each department and to practically improve the operational situation of the company. 
　
LiuGong Foreign Trade Order Management System sponsored by the Business Department had finished the test and improvement, and was officially under the trial on the Internet since April. This management system combined the features of foreign trade and products and conducted an integrated management and control for the business flow including customer management, price offer, order execution, international purchase, delivery management and account management, providing the salesmen a easier and more efficient working environment to accomplish the whole foreign trade business flow, such as offering a price, making an order, following an order and making statistics.
 
To develop products that possessed the regional suitability was the weapon of LiuGong to make profits on the regional market. According to the specific demand of the customers in Thai Land, LiuGong developed loaders with longer booms that could be used for the harvesting and transporting rice to meet the demands on the farm. Responding to the high temperature working environment in steel factory, the hot rolling mills were also successfully launched on the market and were well received by the customers in foreign countries. It was noticeable that LiuGong 816 small-sized loader had defeated the first-class international brand on the Brazilian market with quality dual clutch transmission system and low maintenance cost, becoming the most popular brand of small-sized loaders in Brazil.
 
On August 21, 2011, 46 people from China International Contractors Association formed a delegation to visit LiuGong. The customers of China International Contractors Association were mainly the staff from the construction projects and urban construction projects related to the governments in the Third World. The visiting guests praised highly on the capacity of LiuGong’s workers in terms of producing and developing new products.

In 2011, the construction of overseas business channel in LiuGong got a sustainable development. The amount of foreign dealers increased from 117 in 2010 to 135 in 2011, significantly rising the coverage rate of LiuGong’s overseas dealership network. On the aspects of constructing overseas business channel, LiuGong built a strict market access mechanism and optimization system for the overseas dealers. When choosing dealers from abroad, LiuGong conducted strict supervision and check on the quality and development background, and then carried out assessment every year. All these measures were favorable for the rapid development of LiuGong’s regional market in overseas countries.

LiuGong International Marketing Department was an energetic team. They liked brave soldiers, working hark in hundreds of countries to show the world the developing steps by sales amount and to create LiuGong’s legend with more breakthroughs. It was believed that relying on the workers LiuGong would continue to make better performance with a more open mind and in an internationalized status. The equipments made by LiuGong would earn praises from the whole world.

About LiuGong

Founded in 1958, Guangxi Liugong Machinery Co., Ltd. (LiuGong) is China’s leading construction equipment manufacturer and the first stock-listed company in domestic industry. Employing more than 6000 people and with 2006 revenues of 5.18 billion RMB, including 67.3 million USD from exports, LiuGong is the world’s second largest wheel loader manufacturer for annually outputting more than 20,000 units.