SDLG aims to be top Chinese brand

SDLG has set itself a target to become China’s number one construction brand by 2021. Shandong Lingong Construction Machinery (known as Lingong), said it is already spending 10% of its sales revenues on research and development, and it claims up to 70% market share in a number of countries for its wheeled loaders, its largest-selling product.

April 20, 2016 Read time: 2 mins

5316 SDLG has set itself a target to become China’s number one construction brand by 2021.

Shandong Lingong Construction Machinery (known as Lingong), said it is already spending 10% of its sales revenues on research and development, and it claims up to 70% market share in a number of countries for its wheeled loaders, its largest-selling product.

“SDLG strives to become the world’s number one Chinese construction brand and it has gone from strength to strength by developing a lot of new dealerships,” said Yu Mengsheng, the company’s CEO.

It is represented in over 80 countries and in the US and North America it has 53 dealership points.

Introducing a number of new models, including a wheeled loader and excavator, the company said that it is developing a very specific KPI (key performance indicator) in terms of large machine models.

The company, and its European partner 7659 Volvo Construction Equipment, work on a novel arrangement that sees the two companies using a dual brand marketing strategy.

According to Yu Mengsheng, SDLG sales in the Chinese construction market are down by 40%, but because his company is a “global brand” a lot of revenues are from exports, and in this area the business is not impacted.

“SDLG is growing robustly and with good momentum as we continue to strengthen our sales network and aftermarket support,” he says.

“Several of our most popular models have been rolled out to major markets in recent months and as SDLG continues to develop in key regions, the company will rely even more on its strong sales network. The robust and reliable design of our machines, coupled with their value pricing and excellent job site performance, makes them an attractive choice for many equipment users across the globe.

“The bauma 2016 exhibition gives us the perfect opportunity to showcase the breadth of the SDLG range, from our popular wheeled loaders to our motor graders and backhoe loaders.

“We are working with Volvo on becoming the number one Chinese brand,” said Yu Mengsheng.

SDLG and Volvo CE are utilising a novel dual brand approach in key markets

SDLG and Volvo CE are adopting a dual brand approach – Mike Woof writes. Chinese firm SDLG and its European partner Volvo CE are working on a novel arrangement that will see the two companies use a dual brand marketing strategy. While the sales channels in these markets will remain distinct, some back office services and parts logistics will be shared, affording SDLG much greater customer support than offered by other Chinese exporters