As competition in domestic and international markets becomes increasingly inward-looking, Shandong Heavy Industry has been increasing its existing volume, finding new ways in the cracks, and improving its quality in the process of involution. It has always maintained its strategic determination to move forward steadily, and has the courage and determination to challenge the international landscape. It has accelerated the promotion of its global strategic layout, and gradually transitioned from a single vehicle export model to a three-dimensional landscape of market globalization, ecological localization, and brand internationalization.
In the first half of the year, when the export situation in the industry was not optimistic, Shandong Heavy Industry launched a comprehensive action to “optimize market layout and build a brand matrix” as early as September 2024, accurately adjusting the market layout for high-potential, high-value-added and high-end markets, and giving play to the synergistic driving effect of the large group’s brand matrix. It continuously enhances the resilience to hedge domestic and foreign market risks, and demonstrates a strong momentum to sail against the wind and rise against the trend under major changes in the industry.
“We should speed up the construction of the ‘1+N’ brand matrix, promote the global communication of the parent and child brands of the group and its affiliated companies, and enhance the recognition of the brand family’s value. We should make the international market the strategic focus, optimize the market layout, strengthen business collaboration, continue to consolidate advantageous markets, expand potential markets, tap into emerging markets, and accelerate the localization of teams, operations, and manufacturing in key areas.” Man Shengang, Secretary of the Party Committee and Chairman of Shandong Heavy Industry Group, proposed at the staff representative meeting that we must remain committed to building “international heavy industry.”
Continue to optimize market layout and make strategic adjustments with goals——
In the first half of this year, under the export strategy adjustment, Shandong Heavy Industry seized the development opportunities of the “Belt and Road” while opening up new strategic blue oceans, shifting the strategic focus of the export market to high-potential growth markets such as Asia-Pacific, the Middle East, the Americas, and Europe. Relying on excellent product technology, a complete service network, and a strong brand effect, it has frequently won large orders, made new breakthroughs, and led the overseas boom.
The first batch of 895 pure electric buses ordered by Shandong Heavy Industry’s Zhongtong Bus for export to Chile was officially launched in Liaocheng, Shandong
In Chile, there is a touch of Chinese red that shuttles between cities, beaches and mines, adding a “green” landscape to the country. This touch of Chinese red is Zhongtong Bus. In March, Zhongtong Bus won a large order of 895 pure electric buses to serve the public transportation system of Santiago, the capital of Chile. Zhongtong’s N series pure electric and H12plus pure electric high-end tourist buses have won unanimous praise from the government and major customers in Chile, becoming the proud responsibility of Made in China.
Coincidentally, high-end new energy buses are just a glimpse of Shandong Heavy Industry’s use of hard-core products to leverage the global high-end market. Since last year, Shandong Heavy Industry has continued to carry out “quality, innovation, and cost” management improvement actions, and by benchmarking against world-class companies, it has continued to increase resource input to improve product quality, technology, and cost competitiveness. Against this background, a series of high-tech, cost-effective, and high-value-added products have become the brand name of Made in China around the world.
The pace of development never stops. In Southeast Asia, Weichai’s independently developed “golden powertrain” system has completed thousands of export orders, and the high-performance engineering vehicles of Sinotruk have been personally received by local government leaders, praising the quality of Chinese smart manufacturing; in Mexico, Weichai’s big data center generator set has successfully entered the jungle of international giants with its full-chain speed advantage of “complete layout, fast response and excellent performance”; in Europe, Zhongtong N12 series new energy buses made their debut in the Nordic continent and were customized exclusively for Danish customers… The Group’s heavy trucks, buses and power generation equipment have made great strides in the global high-end market.
Shandong Heavy Industry’s Weichai’s full range of power generation products in all fields appeared at the Shanghai International Power Equipment and Generator Set Exhibition
In the first half of this year, Shandong Heavy Industry Group’s export revenue and profit increased by 5.6% year-on-year. The group’s heavy-duty truck exports firmly ranked first in the industry, and light truck exports increased by 73% year-on-year. China National Heavy Duty Truck’s heavy-duty truck exports successfully exceeded 70,000 units, an increase of 3% year-on-year; Weichai data center generator sets increased by 664% year-on-year.
Shandong Heavy Industry’s Sinotruk high-performance engineering vehicle delivered overseas
As Man Shengang, Party Secretary and Chairman of Shandong Heavy Industry Group, said, “In the face of complex and changing international situations, we must continue to optimize our market layout and focus on areas where products have higher added value, make more money, and are safer, more efficient, and more sustainable.”
Instead of exacerbating internal conflicts or consuming the brand through inefficiency, Shandong Heavy Industry chose to seize incremental growth in a broader space, rhythmically adjust its strategic pace, and embark on a high-value path of steady growth.
Firmly develop globalization and have in-depth local operations——
Why can Shandong Heavy Industry win the trust and favor of global customers? This is due to Shandong Heavy Industry’s deep global thinking, adherence to the concept of “in the world, for the world”, comprehensive promotion of localized operations, rooted in local market demand, adhering to the simple original intention of inputting excellent products and technologies for the local market, bringing the concept and efficiency of China’s advanced manufacturing factories to the world, and being committed to providing differentiated products and customized services to global customers.
In order to adapt to the needs of overseas markets, Shantui established an application engineering department with the support of Shandong Heavy Industry Group to ensure the local adaptability of its products. In the Australian market, Shantui “customized” the DH16-B3 bulldozer to meet the characteristics of the Australian market and the harsh and complex construction environment of mines. It is equipped with 3D-assisted automatic leveling technology, which significantly improves the construction accuracy and efficiency. It is also equipped with an integral positive pressure and ROPS&FOPS cab to further ensure the safety and comfort of the equipment. At the beginning of the year, Shantui and Weichai launched the “Quality Service Thousand Miles” series of activities, with a service network covering more than 20 countries and more than 600 equipment. Through centralized visits, we provide customers with equipment inspections, technical training, after-sales return visits and other services.
Shandong Heavy Industry Group Delegation Appeared at DDT, Australia’s Largest Construction Machinery Exhibition
In addition to enhancing the local adaptability of products and perfect family services, the global network has become a strong support for Shandong Heavy Industry to serve and respond to the world. As of now, Shandong Heavy Industry has more than 300 overseas offices, more than 1,000 marketing channels, 36 trading platform companies in 25 countries, 40 overseas factories (including KD factories), and has achieved overseas localized assembly and manufacturing in more than 30 countries around the world. Nearly 2,000 employees are stationed overseas. A global network system has been established between its various companies, and its products have been exported to more than 170 countries and regions around the world.
At the same time, the Group fully leverages the resource advantages of a large group that can lead the weak with the strong, the small with the big, and conducts combined sales. It leverages the overseas channel network advantages of strong brands such as China National Heavy Duty Truck Group and Weichai, and shares them with companies such as Shantui, Zhongtong Bus, and Lovol Smart Agriculture. Currently, the Group has more than 1,000 overseas channels, of which nearly 300 are shared channels, which have synergistically driven the rapid growth of the Group’s bus, construction machinery, agricultural equipment and other businesses.
Carrying global responsibility and creating a warm brand——
While Shandong Heavy Industry Group is striding out to sea and sailing around the world, striving to polish its “Made in China” business card, it is also performing a series of heart-warming stories of holding hands and connecting hearts with local people.
Shandong Heavy Industry’s Weichai and other companies rushed to help Myanmar earthquake
In Kazakhstan, Shandong Heavy Industry is preparing to build the Nishan Book House to strengthen exchanges and mutual learning among civilizations and contribute to local education. In March this year, a 7.9-magnitude earthquake occurred in Myanmar. Shandong Heavy Industry’s Weichai Group, Sinotruk, Shantui Co., Ltd., Lovol Smart Agriculture and other companies actively provided material and equipment assistance to Myanmar. Weichai transported generator sets to the earthquake-stricken areas, Sinotruk rushed to the earthquake-stricken areas with a full load of 40 tons of earthquake relief supplies, and Shantui SE210LC excavator advanced to the epicenter. Sinotruk successfully planted 1,000 saplings in the Kakamega Forest in Kenya, contributing to the construction of the local ecological environment. In May, Sinotruk held the 2025 Foreign Trainer Training Camp, and 25 trainees from 9 African countries participated in the training to cultivate professional talents for the local automotive industry.
China National Heavy Duty Truck Group, a subsidiary of Shandong Heavy Industry, will hold a 2025 foreign trainer training camp in Africa to train in China
Shandong Heavy Industry has established a platform for communication with customers around the world by hosting global partner conferences. So far, Shandong Heavy Industry has successively held a number of global partner conferences in Indonesia, Dubai, and Mexico, covering five continents around the world. This year, in Qingdao, we will invite global partners to visit Shandong and Shandong Heavy Industry to further deepen cooperation, build consensus, and achieve win-win development.
A hundred-member sister city delegation from Germany, Hungary, Malaysia and other countries visited Shandong Heavy Industry
In the international brand hall, Shandong Heavy Industry’s brand family shines brightly. A number of century-old brands under the group, such as Dematic, Riva, Linde Forklift, and Baudouin, are well-known around the world. Sinotruk and Weichai are also moving towards century-old brands. Building a century-old company is an inevitable requirement for Shandong Heavy Industry to build a “heavy industry” and is also the most sincere commitment to customers and brands.
Shandong Heavy Industry Group is not a short-distance runner, but a long-distance runner. From “going out” to “going in”, and then to “going up”, Shandong Heavy Industry Group’s internationalization journey is entering a new stage.
