In 2014, Jining City formulated the upgraded action plan for ten major industries. Among them, construction machinery, as the pillar industry of the city's equipment manufacturing sector, has drawn widespread attention to its industrial upgrading path. The production mode is shifting from extensive to lean; the growth model is shifting from economies of scale to scale with efficiency; the strategic transformation is shifting from "Made in China" to "Created in China." Shandong Shantui Machinery Co., Ltd. has embarked on the path of economic upgrading and transformation, driving product upgrades, marketing upgrades, and conceptual upgrades. Innovation is continuously escalating, multi-dimensional innovative development is underway, and the upgrade momentum is unstoppable.

 

　　Product Upgrade: Optimizing Product Structure

 

　　As an important part of the construction machinery segment under Shandong Heavy Industry Group, Shandong Shantui Machinery Co., Ltd. is a diversified, large-scale national engineering equipment manufacturing enterprise integrating R&D, production, and sales of construction machinery main machines and components. For many years, Shantui Machinery has taken the group culture of "Responsibility, Communication, Inclusiveness" as its main thread, upheld the core value of "Win the Future with Responsibility," and focused on the R&D and manufacturing of forklifts and various construction machinery components. "Consolidating the foundation and accumulating strength for a big push, we strive to double Shantui forklift sales by 2016."

 

　　"We propose to formulate Shantui forklift product R&D strategy in close combination with market demand and future technology development trends. For example, fully consider improving system reliability design to extend the service life of key systems or parts as much as possible; improve the maintainability of the whole machine, focusing on simplified disassembly and assembly, modular components, improved component accessibility, and reduced use and maintenance costs. Of course, in response to the national concept of environmental protection and low carbon and customer needs, Shantui's R&D approach has also been adjusted to vigorously develop energy-saving, environmentally friendly, and low-carbon products. The battery forklifts and dual-fuel forklifts we have just completed serialized R&D for are increasingly sought after by customers, with outstanding market performance." General Manager Zhang Zhi'an introduced that, on the basis of continuing to improve and develop internal combustion forklifts, the focus in the next 2 to 3 years will be on building a series of electric forklift products.

 

　　Marketing Upgrade: Expanding Domestic and International Markets

 

　　With product upgrades and market changes, the construction machinery industry needs to pay more attention to sales market trends, and must accelerate marketing upgrades, expand domestic and international markets, and consolidate and gradually expand its market scale. "Shantui Machinery is optimizing its industrial sequence, launching customized products, building an international golden industrial chain, and jointly exploring domestic and international markets. Recently, Shantui Machinery will participate in the Canton Fair and display three high-quality forklifts on site," said General Manager Zhang Zhi'an. The company has a sound sales system, a complete sales service network, and has cultivated more than 100 high-quality agents. Today, Shantui Machinery is gradually laying out a globalization development strategy. It currently has agents in dozens of countries around the world, and its products are exported to more than 100 countries and regions.

 

　　"With increases and decreases, improvements and innovations, only by satisfying customers' potential needs, improving product performance, and enhancing product reputation can we gradually open up the market and increase market share," General Manager Zhang Zhi'an emphasized. Shantui Machinery meets customer needs with product cost-effectiveness that is "stronger, more flexible, and more economical." It pays attention to customer needs, creates value for customers, and consistently provides customers with products featuring high added value, high technology content, and high service quality. Shantui forklifts' new concepts and new technologies have won high praise from domestic and international customers. Relying on the company's strong R&D team and sales and after-sales service team, it will further meticulously polish the excellent Shantui forklift brand and achieve win-win results for the enterprise and users.

 

　　Conceptual Upgrade: Transformation from Technology to Strategy

 

　　Since the second half of 2011, when the construction machinery industry entered the so-called "winter period," industry enterprises have faced an unprecedented major trial. Opportunity lies in crisis. During the long industry recovery period after the "winter," Shantui Machinery burst forth with unprecedented vitality and vigor. To build an upgraded industrial economy and promote the construction machinery industry in establishing competitive advantages, ultimately technological innovation and product upgrading must be used to drive industrial transformation through product strength. Driven by strong R&D capabilities, Shantui Machinery has continuously launched a series of new products of industry benchmark significance, shining brilliantly in fierce industry competition like sharp swords drawn from their sheaths, and laying a solid foundation for Shantui Machinery's important position in the industry. Innovation upgrading, product upgrading, management upgrading, and marketing upgrading—the most critical and most necessary to advance first is still conceptual upgrading.

 

　　In Jining City's upgraded action plan for the construction machinery industry, it is proposed to use three years to improve the supporting level, cultivate independent brands, vigorously develop high-end equipment and after-market services, and focus on promoting industrial cluster development. General Manager Zhang Zhi'an said: "This time, Jining has proposed the upgraded action plan for the construction machinery industry, vigorously releasing reform dividends from top to bottom and providing favorable policy support for the industry. Enterprises should better seize the opportunity, connect from the bottom up, promote conceptual upgrading, and realize a comprehensive transformation from technology to strategy."