Top ten trends of China's aerial work equipment industry in 2022 PART 2

04 trend IV International giants: China's strategy is also a global strategy The international giants of the global aerial work platform industry have long regarded China as an important part of the global chess game. As early as 2008, by investing and building factories in China, jierjie and Terex strengthened their determination to develop in China for a long time, and thus reaped the first wave of dividends for the development of the domestic leasing industry. However, changes in the Chinese market are always faster and fiercer than expected. Compared with the catch-up of Chinese Excavator brands, the domestic replacement of aerial work platform took less than five years. For international brands, this is not good news, but a reality we have to accept. Market competition is cruel, but competition makes enterprises stronger. In recent years, it is not difficult to find that, fast or slow, international giants are turning. China's business segment has been defined as more than a simple sales market, and China's strategy has been gradually upgraded to an important part of global strategy. Chinese manufacturing bases of international brands are playing a more and more balanced, coordinated and even leading role in their global manufacturing system, especially in the production capacity gap period in Europe, America and other countries and regions under the influence of the epidemic. In addition to localized manufacturing, the product R & D and design functions of many international brands have also come to China. More global product lines originated in China have further enriched the connotation of China's strategy. But these are not enough. In the face of Chinese manufacturers rising rapidly and going overseas, international giants also need to build a new moat with new ideas and actions. While continuing to lead technological innovation, we will create more competitive products by promoting global procurement in China; Opening up channels between China and other parts of the world in terms of products, R & D, manufacturing and circulation... These are the next feasible work. The key to the success or failure of China's strategy of international giants does not come from the outside, but from the inside of the organization. How to challenge the original self by relying on China's strategy? How to integrate China's strategy into the global strategy and implement it effectively? How to leverage the global strategy and even reshape the global industrial ecology through China's strategy? These all need international brand thinking.