On May 21, the first Hunan Province Brand Promotion Conference opened in Changsha, where the 2024 Hunan Top Ten Brand Cases, Top Ten Emerging Brands, Outstanding Brand Cases and other lists were released. Among them, "'Intelligent Manufacturing as the Foundation, Culture as the Soul' — Zoomlion's Global Brand Innovation Practice" was selected as one of the 2024 Hunan Top Ten Brand Cases, demonstrating the company's strong brand influence and competitiveness and setting a new benchmark for "Intelligent Manufacturing of China" going global.

▲Zoomlion's case selected as one of the 2024 Hunan Top Ten Brand Cases

In 2024, driven by the dual engines of "technology + culture," Zoomlion deeply integrated Huxiang cultural genes into its global brand narrative through a series of innovative brand activities, including the CCTV Spring Festival Gala, cross-sector cultural and creative collaborations, and short-video communication. This not only showcased the beauty of the power of construction machinery, but also leveraged culture as a bond to achieve a leap in corporate brand value and help enhance the influence of Chinese culture. In 2024, Zoomlion's brand value reached 125.671 billion yuan, rising to 113th place in the "Asia's Top 500 Brands" and ranking 67th in the "China's 500 Most Valuable Brands."

▲Zoomlion's brand value continues to rise

On the stage of the 2024 CCTV Year of the Dragon Spring Festival Gala, Zoomlion's high-end equipment danced the beauty of technology with the posture of machinery, perfectly blending "hardcore strength" with "everyday warmth" and staging a feast of technology and culture that stunned the world. With the dual communication effect of "corporate brand + city brand," it injected new momentum of cultural confidence into Made in China. "Zoomlion Appears at the CCTV Year of the Dragon Spring Festival Gala" fully demonstrated the grandeur of a great power's heavy equipment and the strength and confidence of Chinese manufacturing, drew widespread attention and discussion globally, and was awarded the "Best Brand Communication Award."

▲Zoomlion makes a brilliant appearance at the 2024 CCTV Year of the Dragon Spring Festival Gala

At the same time, Zoomlion empowered its brand with culture. Through cross-sector co-branding with the Changsha-based tea beverage brand Sexy Tea, the Hunan Museum, "Han Life" and others, it combined mechanical elements with national-style aesthetics, enabling cultural relics and heavy equipment to dialogue across time and space. The co-branded products not only showcased the profound heritage of Huxiang culture but also became important vehicles for spreading Chinese culture in the company's globalization process.

▲Zoomlion's cross-sector co-branding

In addition, Zoomlion used short videos as a medium to reach global audiences, building a "technology + culture" global communication ecosystem and firmly ranking first in communication influence in the construction machinery industry. The "Zoomlion 24 Solar Terms" short-video series combined construction machinery with China's traditional solar terms and was widely broadcast overseas, praised as "a perfect fusion of industrial hardcore and Eastern aesthetics." Among them, the single video "The Oppressive Presence of a Great Power's Heavy Equipment" even topped the industry's annual rankings in views.

▲Some of Zoomlion's short-video works

Through cultural IP creation, scenario-based communication and value globalization, Zoomlion has achieved a deep integration of technology and culture, setting a new paradigm for China's equipment manufacturing industry in building global brand influence. In the future, Zoomlion will continue to innovate and break through, while continuously presenting global users with Chinese brand stories full of warmth and depth, making "Intelligent Manufacturing of China" a new vehicle for spreading Chinese culture and injecting new momentum of cultural confidence into the rise of Chinese brands.