On August 12^th, the President of Guangxi Liugong Machinery Co., Ltd. (LiuGong) Zeng Guang’an arrived at Shanghai Guanxiong Sci-Tech & Trading Development Co., Ltd.— forklift dealer locating in Fengxian District in Shanghai. Accompanied by the General Manager of Shanghai Liugong Forklift Co., Ltd. Chen Lie and Manager of Liugong Forklift Shanghai Office Xu Yongfei, President Zeng surveyed the company and communicated with the staff mutually. 

General Manager of Shanghai Guanxiong Li Yuxing presided over the meeting. He firstly expressed the appreciation towards LiuGong’s leaders who have paid great attention and concerns on the dealers, and then made a report in terms of development tendency of forklift industry, marketing models of industrial enterprises as well as the operation situation and plan of Guanxiong, after which he also provided relevant suggestions.

President Zeng Guang’an elaborated the development history, vision analysis and marketing strategy of Guangxi LiuGong on the meeting. 

In 1966, LiuGong developed the first loader in China while in the 1980s the company adopted CART technology and made out the second generation of loaders with highly upgraded function. In 2000, after analyzing the same loaders abroad, LiuGong gave birth to the third generation, which was at the first class in China and advanced internationally as well. Loaders become the knock-out products of LiuGong in construction machinery industry.

In the same year, LiuGong acquired Jiangyin Construction Machinery Plant in Jiangsu to establish a newly Jiangyin Liugong Road Machinery Co., Ltd., filling the product chain with road rollers. Since then, LiuGong strode into the process of eastern expansion, ranking upward to be No.3 in the industry.

Since 2000, LiuGong began to invest in developing and manufacturing excavators and road machineries, aiming at comprehensive development. With the rapid increase of production and sales amount, LiuGong loaders and excavators become the symbol of national brands. The diversified development and investment enabled LiuGong to realize RMB 1.5 billion Yuan on excavators with considerable economic profit.

Before 2002, LiuGong was just an enterprise mainly of construction machinery without involving in industrial vehicle industry. In consideration with the vast developing space of domestic logistics and the incoming increasing space of forklift products, LiuGong acquired Shanghai Forklift Co., Ltd. in 2002 and established Shanghai Liugong Forklift Co., Ltd., adding forklifts into the product category.

Presently, 70% of Chinese forklift market is comprised of domestic manufacturers; however, Heli and Hangcha occupied mostly 82% of market share while other brands only had 18%. 30% of forklift market was monopolized by foreign-funded enterprises with high-end brands. Facing the market demands and lacking of high-end brands in China, LiuGong strengthened the development of forklift products as soon as they started the operation of forklifts. With the integration of marketing and the establishment of 10,000 sets of forklifts in LiuGong, forklift business will be another profit increasing point.

Moreover, LiuGong also focused on international market. The company has set overseas offices and the products have covered more than 80 countries. LiuGong took part in many international exhibitions to show their new products as well as to improving their brand image on international stage.

On the meeting, President Zeng Guang’an emphasized the cooperation relationship between LiuGong and the dealers as well as the communication in future so as to keep the mutual support and understanding. He requested that the company shall walk out of the successful experience of construction machinery and fuse rapidly into forklift industry, erecting the confidence of entering forklift industry and keeping consistently on strategy to overcome difficulties and make efforts together. He said:” An enterprise and its brand will never grow well without the success of dealers. Only when the dealers go well can the enterprise become stronger. The dealers and the manufacturers are partners. We believe that cooperation will create values. As what we pursue is customers’ success, we will fasten the development speed in the coming strategy.” At last, President Zeng invited the attendees to visit LiuGong’s headquarter in Guangxi and the plant of Shanghai Liugong.

The pioneers will never stop their progress. We believe that LiuGong will be the proud of national industry in China, standing steadily among top international famous construction machinery enterprises.

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.