——an interview with the publicize department secretary Mr. Xiong Yanbin
With most attentions, the annual pageant of Engineering and Machinery---BICES 2011 has dropt the pardah. At the hotly competitive field of logistic machinery and heavy machinery, Dalian Forklift Co., Ltd.( briefly named “DF”) brought more advanced products to occupy the special field and fully show the powerful self-innovation capacity to the clients at home and abroad. www.forktruck.cn is with the largest visitors and biggest force network media and it entirely reported the BICES 2011. At the scene, we gave a solo interview to Mr. Xiong Yanbin of DF and got
the real management thought and development idea.

60 years experience, big witness of powerful brand
DF development has more romantic stories in Chinese forklift industry: it was named as the forklift cradle of China, since the first forklift “born” here in 1958. And it padded more than 20 items of national empty. Full of much glory, DF successfully changed ownership system in 2003, continually realized span development. The sale income and production quantity increase 30% annually. Thick accumulation and continues innovation completed the specialized legend.
DF always highlighted products study in according to the market, took customers’ need as its study target, focused on improving reliability and stability. DF continually brought to the market products with high value add-ons. “We took 5 units of most advanced new products in this line to our booth of this BICES, 2ton electric forklift, 3ton, 5ton 10ton 15ton diesel forklift. Generally said, we had improved them largely from surface design to internal technology, equipments, performance. They could show as the power of our self innovation” Mr. Xiong introduced the products to the fork truck reporter.
“Now, the products ranges from battery forklift, internal-combustion forklift, container forklift, container reach-stacker, tractor, special truck etc. And the main predominance is in the middle and big heavy models. At present, DF is the only factory in China who manufactures 1-45ton full series of forklift. The study and exploiting capacity of middle and heavy model of forklifts is still on top of this line! DF is confirmed the top position in China forklift industry with its steadily development and products innovation” Mr. Xiong explained.
Discern market demands with technical forerunner
Chinese forklifts market with huge potential now has become to a most open, most competitive and internationalized market. The top 20 forklifts manufacturers in the world had pitched a camp here in China, and some “stranger” factories also set a foot in this line one after another, wish to share a stock. Foreign brands fighting with national brands, made the forklift market of China like a rising wind and scudding clouds. DF do as a old brand, how to push through the tight encirclement?
In the time of drastic competitive market, do as key part of engineering industry, the technology study and development will play the first role to make the factory win the market competition and build up famous brand. Under this conception, DF gathered products exploitation, design, processing, manufacturing to one company, continually study and import the most advanced international forklift manufacture technologies, with international advanced forklift design conception, boost the innovations. Imported numbers of top advanced numerical control processing machines, we formed material cutting, welding, finish machining to painting production line and suitable to variety, small lot, scatter production and flexible manufacturing system. By application of CAD, PDM, PLM, ERP system, the most efficient management, DF all departments could share company’s technical, processing, marketing information resource.
Technology innovation could protect its products against reproduction from its competitors and take the solo market share. Deeply discern demands of market make us fully meet the needs of clients. Secretary Xiong said “The keystone of DF innovation is to meet customer’s special demand, quick reaction to the market and turn focus from manufacture to creation step by step”. According to the fast development of containerized logistic market, DF quickly changed its work focus to container forklifts and made it a new economic rising point.
Intensify brand building, flexible to the market
Products’ brand is powerful tool for the company to develop market. DF continually applies advanced forklift technology to the products and has always kept to build “Rhinoceros” brand to increase its competitive power. And now the “Rhinoceros” has already become the famous brand in China forklift industry. Excellent performance, perfect after-service of “Rhinoceros” products have gained the most national and international customers’ recognition. DF has extended its market to more than 30 countries.
DF has done its best to advertise the brand by attending BASIC Exhibition, BWM Exhibition and other big heavy industry exhibitions. And it also demonstrates its brand charm and core value conception through media and internet advertisement. The customers could completely learn the excellent performance in an easy way. “Rhinoceros” brand is now well known in the line and helps DF to further develop the market.
Farther plan, future expectation
A company with quick reaction to the market and snatching the first development chance, must has capacity to estimate the market and acute insight, long term development strategy and could find developing opportunity from crisis. “Engineering Industry Guild has forecasted the annual developing rate of the mechanical industry would keep 17% during “12-5 year plan” at beginning of this year, and the total sale of China mechanical industry would reach $900 billion. The forklift industry is a branch of mechanical industry, has a bright foreground. We believe it could bring a good opportunity to our company!” Mr. Xiong talked about future forklift market.
Base on the optimistic view to foreground, DF defined future development strategy. Secretary Xiong said “we will continually focus on products study closely to demands from market, lengthways developing innovated products, breadthwise developing various products. And we will continually adjust products’ structure to satisfy customers’ different requirements, expand the market share. First estimation, our sale target of middle and heavy models in 2012 is 5000 units, the increasing rate is about 20%. Quickly developed logistic industry expands demand to forklifts. We will further explore the trend.”
By the forward thought, wide view, DF could continually focus on innovation during 60 years development and always keep the step in a first place in the market. “Sailboats moving fast by hard rowing”, Dalian Forklift Co., Ltd. will continues resplendence with development of China forklifts industry.
　China Forklift Information Net