[Xu Gongzhu Ren] Xia Rongwei: 1,200 Days of Conquest, Exploring a New Blue Ocean in the South American market

Since joining overseas teams in 2013, Xia Rongwei has spent nearly 2,000 days abroad, covering over 300,000 kilometers, from South Africa and Saudi Arabia to Kuwait, from Panama and Suriname to Brazil. His actions have demonstrated the "daring and capable" qualities of XCMG's young people.

In 2019, Xia Rongwei shifted his focus to South America. At that time, XCMG's annual sales of loading machinery in the South American market were only over 500 units. On one hand, there was fierce competition with many big brands, and on the other hand, there was an incomplete network channel. To win, they could only seek new opportunities and open up new battlefields in the narrow space.

The turning point came soon. In January 2020, Chairman Wang Min inspected XCMG Brazil and proposed the development strategy of "taking root in Brazil, radiating to South America, and becoming a new benchmark for the main internationalization strategy". In accordance with the instructions and requirements of Chairman Wang Min, relying on the mature brand and channel construction of XCMG Brazil, the "Blue Ocean Expansion" offensive plan was born.

"Stand up and go all out." " I wrote this sentence on the first page of my work notebook, constantly inspiring me to never relax, never be discouraged, and never lose orders.

During the day, Xia Rongwei and his team visited the market separately and collected information on working conditions. At night, they connected resources with domestic factories and conducted language and customs training. Everyone was determined in their hearts: to make XCMG Gold the most eye-catching color in the South American market!

The dragon emerged from the sea and captured one strong fortress after another

In 2022, XCMG's main internationalization strategy was carried out with firm steps. XCMG's overseas loading machinery market proposed the "Double 40" strategy and established multiple "Jiaolong" teams around the world. At the departure ceremony of the South American "Jiaolong" team, Xia Rongwei led the South American army to make a solemn vow: Conquering one fortress after another and securing one order after another, we are all fighters!

In order to seize the opportunities of pure electric products, Xia Rongwei led his team to study product knowledge diligently, overcome numerous obstacles brought by the epidemic, and promote the products in mining areas and ports, introducing marketing policies and service guarantees.

We faced many rejections, but none of us gave up because we had XCMG behind us.

After several on-site visits, the customer was finally convinced and purchased the first batch of 7 units, achieving a breakthrough of zero for XCMG's pure electric loaders in the South American market. Since the beginning of the first half of the year, more than 100 pure electric loaders have been sold in the South American market.

Xia Rongwei has driven nearly a thousand kilometers many times to conduct on-site research on construction conditions, understand the needs of customers and operators, and work with XCMG Import & Export and XCMG Brazil to formulate a complete set of marketing and service plans. He has crossed the Pampers, one of the world's four major grasslands, crossed the uninhabited Andes Mountains, and conquered the perilous Amazon rainforest. He has also worked with XCMG Import & Export and XCMG Brazil to enhance the brand's reputation. After multiple rounds of communication and on-site defense, the sales of over ten LW1200KN super-large tonnage loaders were successfully achieved.

Since the beginning of this year, XCMG's loading machinery has sold nearly 3,700 units in the South American market, a year-on-year increase of nearly 140%. Its market share ranks first among Chinese-funded brands, further advancing XCMG's main internationalization strategy. This outstanding performance report also serves as a powerful testament to the efforts of XCMG's competitors in exploring the blue ocean!

They have closely linked their personal dreams with the XCMG dream, leaving behind one brilliant mark after another on the path of "Made in China" competing globally.