Construction machinery, due to its high level of professionalism, has long followed a relatively traditional and niche brand marketing path. Compared to its brother in the automotive industry, construction machinery is undoubtedly a dull and old-fashioned young man. But in recent years, construction machinery has gradually abandoned traditional propaganda methods and begun to experiment with mass media, as evidenced by a series of actions such as Shandong Lingong partnering with the Chinese Super League and CCTV advertising. Afterwards, the construction machinery industry sparked a brand marketing frenzy, with major enterprises appearing on television, magazines, and newspapers, creating a lively scene.

Some netizens even revealed that Xu Gong's figure was prominently featured in the well-known women's fashion magazine "Ruili" in China. The XCMG QY70K crane in the magazine appears as a prop carrying cosmetics, and its entire body is sprayed with the pink color that women love. Surprised by XCMG's avant-garde fashion, I couldn't help but wonder what kind of brand marketing is most suitable for construction machinery enterprises?

Any successful marketing strategy cannot do without its established promotional objectives and accurate targeting of the audience. At present, domestic construction machinery is heavily bombarded with television and online advertisements, mainly to increase its corporate visibility and establish brand image. At this point, a company not only represents a certain product or type of industrial product, but also represents the image of the entire group.

Just like the globally renowned construction machinery brand Caterpillar, for industry insiders, it represents the first-class level of the industry. For outsiders who are not familiar with construction machinery, it may just mean expensive clothing displayed in the shop window. But it's not important, what's important is that we all know Caterpillar. This is brand awareness.

The public awareness of the brand is currently an urgent problem that major construction machinery enterprises in China need to solve. Due to the fact that construction machinery companies have been confined to the industry for a long time, although they are all large enterprises worth billions, their public awareness is undoubtedly quite lacking compared to fast-moving consumer goods with the same productivity. So, the engineering machinery giants were skilled in dancing, each using their own strengths, and competing in various media outlets in order to enhance brand awareness. XCMG's trip to Ruili has extended its reach to audiences that were rarely involved in the industry in the past, and has greatly increased brand awareness. At the same time, this also creates conditions for the diversified development of the group in the future. To better carry out various businesses, it is necessary to familiarize the general public with oneself as early as possible. Who says that XCMG Group will not expand its business scope and enter other industries in the future?

But this is a group branding approach that is only suitable for large enterprises. For most small and medium-sized enterprises in the construction machinery industry, the main purpose of brand marketing is still to increase product sales. This requires consideration of the target audience of the product. Construction machinery, unlike fast-moving consumer goods, is a high-end industrial product with a high entry threshold, and most of its users are men engaged in engineering construction. This determines that the marketing model of construction machinery is more inclined to appeal to this group of people.

The path of brand marketing for construction machinery enterprises, although the battle is raging, has just begun. In the future, there will be more fields and directions that need to be explored and developed by engineering machinery enterprises with innovative thinking.