Italy meets China

By Steve Skinner29 January 2009

In one of the boldest moves to date by a Chinese manufacturer, last September saw a consortium including Zoomlion acquire Italian concrete equipment manufacturer Cifa. According to marketing director Kenny He, the addition will mean a bigger distribution network for both brands.

Mr He told CE, "Zoomlion is an export oriented company and roughly 20% of our revenues come from overseas markets. In 2009 we would like it to be much more than that, and Cifa will contribute a lot to that.

"The rationale is to help Zoomlion globalise by integrating Cifa, a strong, healthy international player. Cifa's global distribution network will be a great contribution, as is the technology and R&D capability. Cifa also has an experienced management team, which is well regarded by Zoomlion.

"The brand positioning is different and the target customers are different. The target customers for Zoomlion are a little bit more price-conscious and the target customers for Cifa are more quality-focussed.

"Over the next two or three years, we will have several production bases, mainly in Italy and China. In China we will produce both Cifa and Zoomlion products for China and the rest of Asia. In Italy, I think we'll just be producing Cifa-branded products for Europe and North America."
MAGAZINE
NEWSLETTER
Delivered directly to your inbox, Construction Europe Newsletter features the pick of the breaking news stories, product launches, show reports and more from KHL's world-class editorial team.
More News from Construction Europe
Rental rate rises assist Sunbelt to pre-Covid revenue levels
Sunbelt Rentals’ first quarter revenue up 22% on 2020 and 12% on 2019, partly thanks to increasing rental rates
Construction starts on €1bn port in Murmansk
Lavna Commercial Sea Port project to include deep-water berth and railway infrastructure
Hexagon to host live tech summit
Live technology summit to showcase Hexagon’s new autonomous solutions
CONNECT WITH THE TEAM
Mike Hayes Editor, Construction Europe Tel: +44 (0)1892 786 231 E-mail: mike.hayes@khl.com
Simon Kelly Sales Manager Tel: +44 (0) 1892 786 223 E-mail: simon.kelly@khl.com
CONNECT WITH SOCIAL MEDIA