Since establishing its UAE-based subsidiary three years ago, Chinese construction equipment manufacturer, Shantui, has made significant progress in the Middle East market.
In conjunction with strong local partners, such as GENAVCO in the Emirates, the company has made steady progress in terms of sales volumes, and has bolstered its brand awareness across the region.
However, as vice general manager, Wang Feng, explained, Shantui is only too aware of the historic obstacle that has plagued Chinese equipment firms working in the Middle East market.
“In years gone by, one weakness of Chinese equipment brands operating in this region has been a perceived lack of aftersales support,” he told PMV.
“With this in mind, Shantui is working to transform its Jebel Ali office into an aftersales hub for the MENA region. We want to ensure that we have an extensive stock of spare parts that can be made rapidly available to our dealers and customers,” said Feng.
To achieve this goal, Shantui has focused on the processes employed at its Middle Eastern headquarters, and amongst its regional channel partners.
“For around half a year, Shantui has been collaborating with Chinese logistics firm, Sinotrans, to integrate a new warehouse management programme across its Middle Eastern spare parts facilities,” he revealed.
“Previously, we were using a programme designed primarily for the Chinese market. The Sinotrans system, however, has been created specifically for overseas operations. Moreover, we have tailored it to meet the needs of our regional dealers. The tool will afford our local partners direct access to information about the availability and price of Shantui spare parts.
“We’re trying to follow the famous European, Japanese, and American brands. There is still work to be done, but we’re doing well. This is just the beginning,” concluded Wang.
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Since establishing its UAE-based subsidiary three years ago, Chinese construction equipment manufacturer, Shantui, has made significant progress in the Middle East market.
In conjunction with strong local partners, such as GENAVCO in the Emirates, the company has made steady progress in terms of sales volumes, and has bolstered its brand awareness across the region.
However, as vice general manager, Wang Feng, explained, Shantui is only too aware of the historic obstacle that has plagued Chinese equipment firms working in the Middle East market.
“In years gone by, one weakness of Chinese equipment brands operating in this region has been a perceived lack of aftersales support,” he told PMV.
“With this in mind, Shantui is working to transform its Jebel Ali office into an aftersales hub for the MENA region. We want to ensure that we have an extensive stock of spare parts that can be made rapidly available to our dealers and customers,” said Feng.
To achieve this goal, Shantui has focused on the processes employed at its Middle Eastern headquarters, and amongst its regional channel partners.
“For around half a year, Shantui has been collaborating with Chinese logistics firm, Sinotrans, to integrate a new warehouse management programme across its Middle Eastern spare parts facilities,” he revealed.
“Previously, we were using a programme designed primarily for the Chinese market. The Sinotrans system, however, has been created specifically for overseas operations. Moreover, we have tailored it to meet the needs of our regional dealers. The tool will afford our local partners direct access to information about the availability and price of Shantui spare parts.
“We’re trying to follow the famous European, Japanese, and American brands. There is still work to be done, but we’re doing well. This is just the beginning,” concluded Wang.
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