Chinese access manufacturers target developing regions

By Murray Pollok24 November 2010

Xu Shugen, CEO of Dingli, pictured at the Bauma China exhibition.

Xu Shugen, CEO of Dingli, pictured at the Bauma China exhibition.

Two of China's largest access equipment manufacturers, Sinoboom and Dingli, are both targeting fast growing markets in developing regions.

Dingli - which made a big impact at Bauma China with 44 machines on its stand - already has subsidiaries in Australia and Singapore and said it will this year sell over 2000 machines to export markets including Brazil, Russia, Australia and Turkey.

Mr Xu Shugen, Dingli's chief executive officer, told Access International that Dingli was now looking at opening offices in developing areas including India, Pakistan and Brazil. Earlier this year it established Dingli Australia and has now sold around 400 scissors and small platforms to Australia.

He said Dingli aimed to double its sales to 6000 units in 2011, with export accounting for as much as 70% of sales. The company is best known for its small platforms, but in the last year it has expanded its range to include telescopic booms up to 42 m and rough terrain scissors up to 18 m working height. It says all its machines are CE marked for Europe.

Sinoboom, meanwhile, which is also developing its product range - it showed a new 41.6 m platform height telescopic boom and an electric 15 m articulated boom at Bauma China - said it will open subsidiaries in Australia and Brazil in the first half of 2011. Sinoboom already has a Singapore office.

Susan Xu, Sinoboom's general manager, said the company had supplied around 20 machines to Brazil; "It is a small start, but in the future the quantity will be higher. The market there is very good."

Sinoboom also plans to sell to Europe and North America. It will aim to establish either a subsidiary or appoint dealers in Europe before the end of 2011, with any move into North America following in 2012. Mrs Xu said export sales would represent half of its business in 2011.

The company's currently has a 10000 m2 production facility, but is about to start construction of a new factory in Changsha. This will initially be a 66000 m2 plant, but Sinoboom said it will be further expanded in two stages to reach a production area of 180000 m2 by 2015.

Mrs Xu said the company plans to launch telehandlers next year, probably 18 m models with 3 t and 5 t capacities, and also widen its range of articulating self-propelled booms.

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