Analysis on the Brand Marketing of Construction Machinery Enterprises

The former Zoomlion assisted Feng Xiaogang’s “Tangshan Earthquake”. After the Sanyi excavator participated in “Country Love 4” produced by Zhao Benshan, the construction machinery company was no longer satisfied with the word of mouth and influence of the industry and rushed forward. The company's vision of being in the general public is trying to boldly establish a corporate brand image.

Due to its high degree of professionalism, construction machinery has long been the path of brand marketing that is traditional and niche. Compared with its brother auto industry, construction machinery is undoubtedly a rigid and stereotyped young man. However, in recent years, construction machinery has gradually abandoned the traditional method of publicity and began to test the water mass media. This has come from Shandong Lingong’s hands, and CCTV’s series of campaigns have shown signs of success. Since then, the construction machinery industry has even sparked a wave of brand marketing. Major companies have already boarded television, magazines, and newspapers.

More users broke the news that they found Xugong's presence on the well-known female fashion magazine “Ruili”. The XCMG QY70K crane in the magazine appears with the image of props that carry cosmetics, and the body is sprayed with pink that women love. Surprised by Xugong’s fashion avant-garde, one can't help but wonder what kind of brand marketing is best for construction machinery companies?

Any successful marketing strategy can not be separated from its established promotional purposes and accurate positioning of the audience. At present, domestic engineering machinery has been heavily bombarded with television and online advertisements, mainly to increase the visibility of its enterprises and establish a brand image. At this point, the company does not only represent a certain product, or an industrial product, but it represents the image of the entire group.

Just like the world-renowned engineering machinery brand Caterpillar, it represents an industry-leading level for industry insiders. For the layman who does not understand the construction machinery, it may just mean the expensive clothing displayed in the window. But this is not important. It is important that we all know Caterpillar. This is the brand awareness.

The popularity of the brand is exactly the problem that most major enterprises of construction machinery in China need to solve. Since the construction machinery companies have been living in the industry for a long time, even though all of them are large enterprises worth RMB 10 billion, its popularity is undoubtedly lacking compared with fast-moving consumer goods of the same productivity. As a result, the construction machinery bosses danced in a long-sleeved manner and performed their duties in various media sections in order to increase brand awareness. XCMG's Ruili tour also extended its reach to audiences that were rarely involved in the industry before, and increased brand awareness to a greater extent. At the same time, it also created conditions for the diversified development of the Group in the future. As far as possible, familiarize the general public with themselves so as to better carry out various businesses. Who said afterward that XCMG will not expand its business territory and enter other industries?

But this is a group branding method that is only suitable for large companies. For most SMEs in the construction machinery industry, the main purpose of brand marketing is still to increase the sales of products. This requires taking into account the audience of the product. Construction machinery, unlike fast-moving consumer goods, is a high-end industrial product with high barriers to entry and most of the users are men engaged in engineering construction. This determines that the construction machinery marketing model is more inclined to impress such groups.

In 2010, Shandong Lingong planned an extremely suitable marketing event. Yu Mengsheng, executive president of Shandong Linggong, said at the signing ceremony, “It is not by chance that football was selected. Choosing Super League is a worldwide and international activity. It is also a national participation activity. It is passion that will help strengthen teamwork. This is in line with Shandong Lingong's corporate image. Presumably, this must also be the factor in football as a sport for men.

Although the road to brand marketing for construction machinery companies is fierce, it has only just begun. There will be more fields in the future, and the direction is for engineering machinery companies to develop with innovative thinking.

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