With the development and growth of the domestic construction machinery market, after becoming the world's largest manufacturing country, the huge meat pie in the Chinese market has attracted the involvement of countless companies, not only domestic companies, but also foreign construction machinery manufacturers have entered. China Construction Machinery Market. Although meat cakes are large, the competition has become increasingly fierce, but so far, the most direct and effective means for most companies to seek market share is still price. However, due to the high raw material prices, the continuous increase in the cost of employing personnel, and the current phenomenon of oversupply of production capacity, the profit margin has been greatly squeezed, and the original price advantage is gradually disappearing. A series of factors such as fierce competition in the market and rising demand from users have compelled China’s construction machinery manufacturers to rethink their future development methods, and they are still competing for survival in a price warfare approach that stays in the primary low-level competition level. Excluded by the market ruthlessly. In the current market competition, intangible assets such as product quality, technology, future services, and brands have become the protagonists in the new round of competition.

In the current brand leading business model, it means product positioning, business model, consumer groups and profit returns. The word brand originated from nomadic people in Spain. In order to distinguish it from other people's livestock at the time of exchange, the brand is imprinted. Until 1960, the marketing vocabulary gave the brand a more precise definition: "Used to identify the name, term, notation or design combination of another or another group of products to distinguish it from other competitors' products and services." Brands are the hallmarks of differentiation. Such signs can provide genuine symbols and consistent guarantees. Just as Caterpillar mentioned that we think of quantity and environmental protection, we mentioned that when we think of energy saving, we think of energy saving. Successful brand marketing can make consumers purchase because of brand effect even if they are not using it. The brand effect may be due to the propaganda of the operator itself, or it may be due to the recognition of the brand by other consumers.

The establishment of a corporate brand requires that companies have a strong ability to integrate resources and display the essence of the company to the world through the brand. Advertising, daily marketing and after-sales service are the core means of corporate brand marketing. More and more construction machinery companies have started to build brands for companies through numerous methods such as advertising, advertising placement, and after-sales service upgrades.

For example, advertising has seen more and more large-scale construction machinery equipments appearing in CCTV prime time advertisements since 2010. In 2010, CCTV 2011 gold resources advertisement bidding meeting, Zoomlion [8.12-1.46% Reported that it had obtained the advertising period it wanted at more than 50 million yuan. Coincidentally, the industry has always been low-key Lingong the same year also used CCTV as an important carrier to enhance the brand image, in the CCTV1 and CCTV2 prime time to launch corporate image ads, in order to comprehensively promote the temporary depth and breadth of the brand. Other companies are not far behind. In early 2011, Foton Lovol also participated in the CCTV Gold Resources Advertising Bidding Conference for the first time, and successfully won the bid for CCTV's gold resources “News Broadcasting” with 59th place in the total ranking and 56.69 million yuan in winning bids. The post-standard version created a new highest bid for the bidding of CCTV's gold resources in the construction machinery industry. The pattern of after-sales service of various companies is even more numerous in 2011.... In order to provide users with better services, XCMG has organized a training base for aircraft operators. SANY's "lifetime worry-free" service commitments have created a new service concept that subverts the industry; CY The operator care plan is to start from the lowest level to provide services and support for users and operators. Such activities are numerous.

The brand building is based on high-quality products and good marketing services. Behind a series of measures, the improvement of the company's product technology and services is the cornerstone of strong brand building support. The ups and downs of the market cycle in 2011 caused the thinking of the Chinese construction machinery companies to create a positive direction for the industry. The improvement of services, advancement of technology, and establishment of brand awareness have enabled China's construction machinery to develop to an international level, gradually attaining a level comparable to that of the world's construction machinery manufacturers, and introducing our construction machinery products to the world.