Brand Culture
Brand Culture
Chuhai Zhengchang: A Journey from Liyang to the World
Driven by the wave of globalization, Zhengchang Group has actively explored international markets since the reform and opening up, gradually growing from a grain and oil machinery enterprise in Liyang to a leader in the global grain and feed machinery industry. Its story of going abroad is not only a legend of corporate development but also a microcosm of Chinese brands going global.
Set Sail: Opening International Markets from Southeast Asia
In the early 1990s, Zhengchang keenly captured the demand for feed machinery and grain processing equipment in Southeast Asian countries and began exporting products to countries such as Thailand and Vietnam. In 1992, the cooperation with Mr. Yang Peng, a Thai Chinese, became a landmark starting point for Zhengchang's overseas expansion. The two sides joined hands to explore the Thai market, winning the trust of customers with high-quality equipment and services.
This cooperation not only brought substantial orders but also accumulated valuable experience for Zhengchang's international strategy. Subsequently, Zhengchang gradually expanded its market to other Southeast Asian countries such as Malaysia and Indonesia, laying a solid foundation for its overseas layout.
Deepening: Layout Along the "Belt and Road"
In 2014, with the proposal of the "Belt and Road" initiative, Zhengchang accelerated its global layout. Through technology output and localized services, Zhengchang successfully entered multiple countries along the "Belt and Road" and established long-term cooperative relationships.
Case Study: DABACO Group in Vietnam
In 2005, Zhengchang began cooperating with the DABACO Group in Vietnam, constructing six modern feed production lines for them. With differentiated equipment and processes, Zhengchang helped DABACO Group become one of the largest feed enterprises in Vietnam and facilitated its successful listing in 2008. This cooperation not only allowed Zhengchang to establish a foothold in the Southeast Asian market but also accumulated more international customer resources.
Breakthrough: Moving Towards the European, American, and South American Markets
In the 2010s, Zhengchang turned its attention to the European, American, and South American markets, further expanding its international influence. Through mergers and acquisitions and technological cooperation, Zhengchang successfully entered these high-barrier markets.
Case Study: Acquisition of Brazil's Equipar
As a major agricultural country globally, Brazil has a huge demand for feed machinery. In 2014, Zhengchang acquired Brazil's largest feed machinery company, Equipar, establishing a base in South America. This move not only allowed Zhengchang to dominate the South American market but also further improved its global industrial layout.
Innovation: Winning Global Trust with Intelligent Technology
While exploring markets, Zhengchang continuously enhances the technological content of its products, winning global customer trust through intelligent and green equipment and services.
Case Study: Full-Cycle Agricultural Project in Belarus
In 2018, Zhengchang undertook Belarus's largest full-cycle high-tech agricultural project, providing intelligent grain storage systems and related equipment. After the project's completion, it received high praise from the Belarusian government and became a model of cooperation under the "Belt and Road" initiative.
Cultural Output: Creating a Global "Zhengchang Business Card"
In the process of going global, Zhengchang not only exported technology and equipment but also conveyed the brand culture of "integrity, responsibility, and professional innovation" to the world. Through deep cooperation with enterprises in various countries, Zhengchang established a good reputation in different markets, and "Zhengchang Manufacturing" gradually became a gold signboard in the international grain machinery industry.
Looking to the Future: From China to the World
Zhengchang's story of going abroad is a microcosm of the internationalization of Chinese manufacturing brands. From Southeast Asia to South America, from the "Belt and Road" to the European and American markets, Zhengchang, with technological innovation and high-quality service at its core, continuously breaks industry barriers and wins the trust of global customers.
In the future, Zhengchang will continue to focus on "green, intelligent, and low-carbon" as its development direction, committed to promoting the intelligent upgrade of the global grain and feed industry, contributing more wisdom and strength to "world food security."
This is Zhengchang's story of going abroad, a journey from Liyang to the world, and the best interpretation of the confidence and strength of Chinese brands.
