Observation: Chinese construction machinery manufacturers are set to enjoy a glorious moment.

Chinese construction machinery enterprises have long faced difficulties in entering Western markets. Although the quality of their products is acceptable, their technological level is relatively immature. Despite great efforts, until recently, Chinese enterprises still struggled to break through the trade barriers in major markets in Europe and North America, as well as the deep-rooted loyalty of local consumers to well-known international brands and their dealers.

However, a turning point has arrived. The latest market statistics show that the industry landscape is being reshaped. Over the past 6-8 years, the market share of non-Chinese brands in China has continued to decline, due to the significant improvement in the quality of Chinese construction machinery. The "high premium, high profit" golden age once enjoyed by Western manufacturers has come to an end.

Today, Chinese construction machinery has made a qualitative leap in terms of quality and performance, with many indicators on par with Western competitors. Leveraging this advantage, Chinese enterprises are accelerating their expansion into new markets in Europe and the United States. Before 2021, most Chinese manufacturers were trapped in a "brand recognition dilemma": they struggled to attract dealers due to insufficient brand awareness, and the lack of quality dealers in turn hindered brand promotion. However, the global supply chain crisis from 2020 to 2023 became a turning point, creating substitution opportunities for Chinese equipment due to the shortage of Western production capacity.

Although the data shows that the increase in the market share of Chinese construction machinery in Europe and the United States is still moderate (about 5% in Europe), this marks that Chinese brands have finally broken through the traditional entry barriers of high-end markets.

New strategies to break the deadlock: Chinese manufacturers have adopted smart market strategies, focusing on providing high-performance products to equipment rental companies. This direct sales model successfully bypasses the dealer system, allowing enterprises to directly reach end-users and accumulate brand assets. This innovative sales approach not only breaks the traditional cycle but also provides a key channel for Chinese brands to shape their market image.

The above changes may indicate that the era of Chinese construction machinery manufacturers has finally arrived - both in the domestic and overseas markets. However, it should be noted that this situation could only be achieved in the absence of strict trade barriers, such as punitive tariffs.