The Market for Mobile Working Machines in China

The world's largest market for construction machines and material handling equipment, backlog in agricultural machines

In 2010, China has been the world’s largest market for construction machines and material handling equipment for the first time. A strong domestic economic growth as well as an intense building activity due to vast public and private investments will continue to strengthen this trend in the future. The agricultural machinery sector faces two challenges: an enormous backlog as well as social and economical needs, which are forcing the country to modernize its agricultural sector rapidly.

Foreign know-how is still desperately needed in each of the mentioned industries. Therefore, there is an enormous potential for established component suppliers. Domestic and international OEMs are establishing China as an export base for the future. Despite all the challenges accompanying a market entry in China, this market may not be ignored any more.

Reliable, clearly structured, tailored to the needs of component suppliers

To accommodate this development, a Sino-German team of Stieler Technologie- & Marketing-Beratung conducted an in-depth analysis of the Chinese market for Mobile Working Machines in 2010 and 2011. At first, a large amount of secondary information was analysed. In the second step, we conducted interviews with all relevant companies and industry associations. Finally, the knowledge gained was double-checked for plausibility, again.

The study has a modular structure and contains the following segments and machine types:

Construction machineryAgricultural machineryMaterial handling equipment
  • Hydraulic excavators
  • Bulldozer
  • Wheel loaders
  • Concrete pumps and mixers
  • Tower cranes
  • Mobile cranes
  • Crawler cranes
  • Rollers
  • Pavers
  • Grader
  • Milling machines
  • Drilling rigs
  • Piling equipment
  • Heading machines
  • Tractors >80 hp
  • Tractors 40-80 hp
  • Tractors <40 hp
  • Self-propelled harvesters
  • Rice planters (self-propelled)
  • IC-forklifts
  • Electric forklifts
  • Electric warehousing equipment (Pallet stackers, pallet trucks, pickers) 
  • Towing tractors 
  • Reach stacker, container handler 
  • Telehandler

In the first part, each of these branches is described as a whole in a market analysis. The second part describes all relevant companies in each segment.

In its sound approach, its wide scope and its particular focus on the needs of suppliers, this study is unique, so far.

Part I: Market Analysis

Description of each industry according to the following agenda (approximately 40 pages, each):

  • The industry in its macroeconomic context
  • Companies, market structures, industry clusters and current trends
  • Forecast 2010-2015

Part II: Company Profiles

For each industry, the study describes:

Construction machinesAgricultural machinesMaterial handling equipment
66 companies by means of detailed profiles (495 pages)  57 companies in total, 24 by means of detailed profiles, 33 additional companies in table form with revenue, employees, product program, numbers of units and contacts (141 pages)  53 companies by means of detailed profiles (approximately 390 pages)  )

The company profiles contain the following information:

  • Contact details headquarter (Postal address, telephone, internet) 
  • Number of employees, revenue 
  • Brief description of the company situation 
  • Manufacturing bases with particular contact details, numbers of employees, product lines and units produced 
  • Detailed presentation of the product program 


  • A detailed overview of an only scarcely researched growth market 
  • An easier evaluation and control of existing sales activities 
  • The direct, well-informed approach of new customers 

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