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On April 13th local time, the German BMW Exhibition (bauma 2025) came to a successful conclusion in Munich. During the exhibition, the indoor and outdoor exhibition areas continued to be popular, with visitors coming in an endless stream. This top event, which brought together more than 3,500 exhibitors and 620,000 visitors, was not only a carnival of technology and products, but also a prism for the reconstruction of power in the global industrial chain. The Chinese team participated in the exhibition with a large scale of more than 500 companies, but exposed deep contradictions from technological generation gap to ecological niche competition under the spotlight. Through the game of Chinese and European brands, we tried to ask: When the scale advantage of "Made in China" encounters the systematic barriers of "European standards", what kind of breakthrough code is hidden in the critical point of industrial upgrading?

At this exhibition, Huamao Machinery presented a shining "Made in China" business card to the global construction machinery industry under the spotlight of Munich's new international exhibition center. From the standardization of the exhibition environment to the accuracy of the flow of visitors, it far exceeded expectations. This grand event held every three years is like the "Davos Forum" in the field of construction machinery. It not only presents the most vivid survival status of the industry, but also builds a super platform for global industry dialogue. The 614,000 square meters of the exhibition area of the German BMW Exhibition is not only a display area for equipment, but also a concrete manifestation of the global construction machinery value network.

European and American giants regard the BMW exhibition as a "global hunting ground". The booths of companies such as Caterpillar and Liebherr are like technology museums and solution centers. The full range of cutting-edge equipment combined with immersive interactive experience interprets the picture of "future construction". However, most Chinese manufacturers are still trapped in the primary stage of "market development". In the exhibition area where small and medium-sized equipment are crowded, certification barriers and cost considerations are always there. European giants define the future of the industry with "technical standards + service ecology". When Caterpillar's MineStar system has realized the digitization of the entire mining process, is our "smart construction site" solution still at the primary stage of equipment networking?

It is gratifying that the brand upgrade attempts of companies such as Zoomlion have begun to bear fruit, and their booth designs are comparable to those of international brands. What is more gratifying is that the "Eastern narrative" of the European market is being rewritten - the contract orders displayed by a dealer show that the advantages of Chinese equipment in cost-effectiveness and after-sales service are leveraging the infrastructure market in countries such as Italy. This "ant army"-style breakthrough may be the key for Chinese brands to open the door to Europe. The Chinese equipment orders from Italian dealers have confirmed the phased success of the "surrounding the city with the countryside" strategy, but the construction of XCMG's German spare parts center reveals a deeper logic of breakthrough: the localized service radius must exceed the physical speed of "48-hour response" and be upgraded to the dimension of technical standard adaptation and cultural cognition integration. Xingbang Intelligent acquired Holland Lift in the Netherlands, and Shanhe Intelligent established a European parts storage center. Are these "niche embeddings" more strategically penetrating than simple equipment exports?

We know that the real test for China's construction machinery industry may be how to transform "scale advantage" into "rule definition power" and upgrade "engineer bonus" into "system innovation". This industrial dialogue across the Rhine, Yellow River and Yangtze River will eventually answer Hayek's ultimate proposition: Is the essence of competition imitating and catching up, or reconstructing the rules of the game? We firmly believe that an awakening oriental power is rising...

Source: Tiejia.com