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Shantui Shining

The Chinese manufacturer has high hopes for the Middle East

Wang Feng says that Shantui can now offer value and service to the Middle East.
Wang Feng says that Shantui can now offer value and service to the Middle East.

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Sales for Shantui in 2010 passed $1.5 billion and the Chinese manufacturer has high hopes for the Middle East.

Founded in 1980, Shantui Construction Machinery Co has not only ridden the wave of China’s spectacular economic development over the past 30 years but has helped to create it.

Originally a fully state-owned company, Shantui today is a public company that is well on its way to becoming one of China’s top multinational firms. With sales in more than 120 countries around the globe, Shantui is also leading the way as one of China’s top global brands.

In 2010, the company surpassed US$1.5 billion in sales with exports more than 20% of volume. Exports continue to rise quickly as emerging markets take advantage of the Shantui Value.

Originally known as a bulldozer company – in China, it holds a 65% market share in bulldozers – Shantui today offers the entire range of construction machinery from wheel loaders and excavators, to graders, rollers, pipe-layers, cement trucks, forklifts, and much more.

The bulldozer still remains Shantui’s flagship product however, and it has become the world’s second largest brand-maker in the construction machinery industry.

In 2009, Shantui, with Weichai Engine, Shanqi Motor, joined the Shandong Heavy Industry Group. By 2015, it is expected that this group will enter the top 500 corporations in the world.

Shantui itself has never rested on its laurels, past or present and keeps piling up international certifications and domestic awards as a standout in China. This restless spirit proved to be a vital commodity when the economic downturn hit the global market in 2008.

“We were happy that we were not standing at the mouth of hell when the crisis came,” says Shantui’s vice general manager Wang Feng. “As the crisis receded, it became clearer that everybody seemed to be much more cautious about their decision making. They want to see the value out of their investment, and Shantui delivers that.”

Although it made its name by as the king of the hill in bulldozers, Shantui is now broadly diversified. No job is too big or too complex for Shantui’s product range to handle.

“This diversification means Shantui is ready to deliver complete package deals for the largest and heaviest construction projects,” adds Feng.

With its mature global sales network, Shantui believes it is uniquely able to put its value proposition to work globally, meeting what it feels is a need for value and “exceeding the performance expectations of heavy construction machinery customers around the world”.

In order to guarantee better modification, give prompt aftersales service and to gain customer confidence in the Middle East, Shantui has now set-up a technology and service centre in “the desert”, via Dubai.

Feng explains that the Dubai office is the centre of the company’s regional operation, adding that means more than the distribution of its machines but also a whole range of services.

“Our technology team and service team have gone into the heart of the desert to get the material to meet the needs of tough work in Middle East,” he says.

“Our Dubai branch is the centre for the training, spare parts and service centre. Setting up there means we can better cover the Middle East and give stronger support. We can provide service anytime, anywhere.”

The future for Shantui
“We’re pleased with what we achieved in the past, and we can do better in the future. No one else offers the unique balance between high performance and great price that Shantui delivers,” says Feng.

“Shantui is able to meet the need for value and exceed the performance expectations of heavy construction machinery customers in the Middle East.

“We have tried to learn from the difficulties some other companies faced when they entered this market and after they seized the market,” he continues. “Now, comparing prices, we are delivering more value than others do. It’s time for people to haul in some savings, and it’s the time for choosing Shantui. Shantui is value that works.

“We are a manufacturer that is more than 30 years old, and our corporate culture has been guiding us to provide the best value for the customer.”

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