The Growth Path Of ZOOMLION

Construction Machinery is the strategic pillar industry of the country. With the rapid development of the domestic economy in recent decades, China’s construction machinery in both the sales and revenue have surpassed the United States, Japan, Germany, which ranked the first in the world; during this period, a number of local construction machinery enterprises with global competitiveness have sprouted up across the country. As the leading enterprise in this industry, since 1992, Zoomlion have been developing with high-speed and steadiness, achieved the strong and sustained earnings growth, and created sound economic benefits, social benefits and shareholder returns. In 2013, the operating revenue of the subsidiary of Zoomlion approached to 80 billion RMB, profit and tax was nearly 90 billion RMB, achieved a compound annual growth rate of more than 65%.As the country’s first "National Innovative Enterprise", "National Technical Innovation Business Model" and the leading construction machinery enterprise, Zoomlion’s success caused high concerns in this industry and academia, related research and case study on Zoomlion was found to be increasing.This case is trying to study base on the perspective of brand strategy, finding out the road of the brand success through various review, investigation and analysis of the growth path of Zoomlion, also providing the relevant enterprise the experience exchange. Firstly, the literature and methods about brand strategy are introduced in order to understand the study view; secondly, setting up the research background through reviewing the present status of China Construction Machinery Industry and Zoomlion current situation as well as the development course; Thirdly, deploy SWOT model to analyze the Advantage/Weaknesses/Opportunities/Challenges of Zoomlion brand building; and on this basis, conclude Zoomlion brand strategy repositioning and implementation plan, then make the final conclusion.It is found that from this study, the major reasons that Zoomlion Brand Building can achieve sustained success are:First-class products and services, diversified communication means, excellent corporate culture, strong social responsibility.Lastly, based on case studies, it thinks that Integrity and Innovation are the key factors that Construction Machinery enterprises branding can achieve the continued success.