In China, Caterpillar has to do its utmost to promote the implementation of the strategy, increase its influence, and achieve victory. With this goal, the new chairman of Caterpillar (China) Investment Co., Ltd. Jin Liwen came. In the past year of 2010, this "blood giant" returned to the upper track early and followed a more calm and powerful step, continuing to write stories about the distant world. In China outside of its global headquarters, Caterpillar also moved with joy and made fast progress. But now, this is no longer enough for Caterpillar to satisfy; in the bones, this enterprise, which has become accustomed to the "leadership position" and strong growth, is increasingly pressing for the opportunity to transplant its glory and strength worldwide. This is the largest and most prosperous market in the world. As emphasized in its just-released annual report: In China and in the future, Caterpillar must make every effort to achieve victory. Today, this fire line is directly on the shoulders of Jin Liwen, chairman of Caterpillar (China) Investment Co., Ltd., which has just recently taken over. For China, this razor-shaven American is no stranger to face. As early as ten years ago, he had already been here, and he had a short career experience here. Time and space circulation, In early 2011, in the most critical moment of Caterpillar's development in the past ten years, Jin Liwen returned to his hometown and raised the baton of Caterpillar's Chinese business. In terms of proportion, the current Chinese market is not prominent in Caterpillar's global business; “But who can say that China’s strategic importance will not become the most important driving force for Caterpillar development in the future?†Through questioning, it conveyed to the industry the "fortress role" of the Chinese market in Caterpillar's future strategy. With this expectation and trust, since he took office, Jin Liwen has not stopped for almost a moment, and has constantly put the strategies and decisions related to China’s business from the headquarters of Caterpillar at a more “sinicized†pace. The method is directly and efficiently transformed into practice in the Chinese market. “The years of development have given us an in-depth and systematic understanding of the Chinese market. Based on this, Caterpillar’s ​​China strategy has finally been finalized. At this stage, the implementation and promotion of the strategy is the development of Caterpillar’s ​​China business. The key," said Jin Liwen. Just recently in March 2011, Caterpillar officially announced that it will invest US$1 billion in China in the next few years to improve and enhance its service development, manufacturing, and marketing service systems in China. Intensified efforts to step down capacity and scale accelerators to enable Gilvin to win more and more powerful chips for Caterpillar's business development in China. It has laid a foundation for China's engineering machinery industry to realize its influence and status. A more solid foundation. In fact, at the same time as being good at speeding up, the sense of "direction" of Jin Liwen is also acute. His experience in China, India, and other places enabled him to have the “emergence and resilience of emerging markets†that many European and American executives have. This has led him to think completely differently from the developed regions of the world. Understand China and apply it to China. After his arrival, Kim Ilvin brought a strong "market-oriented" atmosphere to Caterpillar China. What is most worth mentioning is that currently in the evaluation system of Caterpillar's Chinese business staff, the number and frequency of user visits, and even the content of communications, are all important indicators to measure each individual's performance. This means that in China, Caterpillar employees can directly, proactively and systematically interface with users. In addition to the switch in communication style, Caterpillar undertook to try and deepen the "depth and systemic and innovative nature of the demand docking with the Chinese market." In the past two years, Caterpillar made a series of adjustments in the layout of the marketing system that most directly affected the "China report card." In the meantime, there are no shortages of full-fledged agency partners. They have built channels in dozens of cities and hundreds of cities in China. After he took office in 2011, Jin Liwen also invested all the resources that he could mobilize. Together with the agents, he formulated relevant targeted marketing strategies, given them more autonomy, more new functions, etc. Infiltrate the local client. More outlets, more suitable for sales policies in the Chinese market, more flexible sales methods, and the “gap†between Caterpillar and Chinese users are gradually “eliminatingâ€; more and more Chinese users are increasingly “closeâ€. Caterpillar. "Rapid, direct, comprehensive, in-depth Chinese market and users, and of course, the Chinese market position that matches the global influence, these are the results that Caterpillar's Chinese business really wants." In response, Jinliwen did not hide With the peculiar self-confidence of the Americans, he said, “Since the moment I set foot in China, I felt that in this ever-changing market, Caterpillar, it was time and it was necessary for us to drive in full speed and at full speed. Only in this way. In the future, Caterpillar can better grasp and leverage China's development and achieve a coherent China and global leadership.
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Chairman of Caterpillar (China) Co., Ltd.