As an essential tool to improve labor productivity, lifting machinery is highly regarded in the construction and manufacturing industries. Today, we analyze the global supply and demand of lifting machinery, using export data along with Google Analytics, Google Trends, and Google Market Insights to conduct a deep dive into the global crane industry. This article aims to assist companies in strategically expanding into overseas markets.
Global Crane Equipment Export Overview
According to OEC data, China has become the world’s largest crane equipment exporter, accounting for 26% of global crane exports. Germany and Italy follow with 13% and 8.5%, respectively. In Europe, Greece and the UK are China’s largest export markets for crane equipment.
In the Americas, the United States also imports a significant amount of Chinese crane equipment, and Africa, as an emerging market, has shown a year-over-year increase in crane equipment purchases.
High-Demand Countries and Regions for Crane Equipment
From the data, the United States is one of the largest markets for crane equipment globally! Canada, Russia, Western Europe, Saudi Arabia, and India all have significant market gaps for crane equipment.
As society progresses, the demand for crane equipment is substantial in most countries and regions worldwide. To ensure these cranes remain operational and efficient, CMMS maintenance software is becoming increasingly important for managing routine maintenance and minimizing downtime. After identifying market demand and regions, we must conduct a detailed market analysis using various analysis tools. Among these tools, Google Analytics is a useful and free tool for this purpose:
Using crane equipment as an example, we can see from Google Analytics data that, while Southeast Asia currently shows relatively smaller figures, there is still a large potential for market development.
Utilizing Google Trends for Product Traffic Insights
Next, we use Google Trends to examine related product traffic. We will analyze the keywords “bridge crane” and “gantry crane.”
By analyzing Google Trends, we can track changes in industry keywords in real time, adjusting our advertising strategies accordingly to seize market opportunities.
If we combine the global trend map from Google with export data, we can gain even more comprehensive insights.
For example, when looking at Brazil, we see that large cranes are a hot keyword, but the search frequency for bridge cranes in Brazil is particularly high. Therefore, if we are targeting the Brazilian market, we need to adjust our marketing plan and keywords based on regional preferences.
Crane Equipment Industry Development in China
Now, let’s take a look at the crane equipment industry’s development trend in China:
Top 10 Crane Equipment Companies in China: The top 10 crane companies in northern China are: Northern Heavy Industries, SANY, Weihua Cranes, and XCMG Group. In Shanghai, the top companies include Longgong Group, and in the southern region: Sany, Zoomlion, XCMG, and Liugong Group.
These ten companies are publicly listed, and we can use their annual and financial reports to better understand the market scale and adjust market development strategies.
Export Overview in China
In China, the primary crane equipment export destinations are in Asia. The four largest export countries are Indonesia, Malaysia, Vietnam, and the United States. While Asian countries have the largest export volumes, there is still significant growth potential. The United States and Germany are key markets, but the growth opportunities are relatively limited.
Online Marketing and Trends
From a search volume perspective, the crane industry remains relatively stable throughout the year without major seasonal fluctuations. Specific product interests, however, may differ. This requires detailed analysis based on different countries, regions, and search trends.
Marketing Strategy Analysis for Crane Equipment
- Step 1: Quickly open up markets using search ads.
- Step 2: Use video ads to attract more interested audiences.
- Step 3: Supplement with display ads to broaden the customer base.
- Step 4: Add GSP ads to dig for potential inquiries through daily email exchanges, ensuring customers can find us through multiple channels.
Keyword Selection Strategy
For example:
- Fixed Crane (Campaign 1) > Cable Cranes (Ad Group 1a) > Keywords
- Fixed Crane (Campaign 1) > Fixed Tower Cranes (Ad Group 1b) > Keywords
After analyzing the market, we will need to adjust accounts and optimize keywords accordingly. The keyword selection process can be done through:
- Google Keyword Planner
- Frequent keywords from client emails
- Benchmarking competitor websites
- Using third-party keyword expansion tools
Google Ads Data Analysis and Website Optimization
After keyword placement, we need to analyze website data and optimize accordingly. Using Google Ads combined with Google Analytics, we can analyze websites from different dimensions and identify weaknesses in the ad deployment process. By addressing these weak points, we can optimize and maximize the effectiveness of our ad campaigns!
Utilizing Google’s Think with Google for Market Insights
Using the Think with Google tool, we can obtain detailed information about target countries and create tailored advertising content.
For example, in the UK, the average search volume is 9.5 million with an average bid of $0.83. The crane industry ranks 7th globally for search traffic, with a monthly spend of $43.5K. This shows a significant potential for the crane market in the UK.
However, it’s crucial to note that if we plan to target smaller language countries, our website should have the corresponding language interface.
Writing High-Quality Ad Copy
An excellent ad copy helps attract more high-quality traffic. A good ad should focus on three key elements:
- Does the unique selling point of the product appear in the ad?
- Is the ad copy fully utilized, and is the information complete?
- Does the ad include product parameters and promotional details to entice customers to click?
Additionally, we must adhere to Google’s policies to avoid poor ad ratings and ensure appropriate ad placements.
Final Thoughts
The crane equipment market is dynamic and ever-changing. Expanding into new industries is just the beginning. We need continuous industry experience and in-depth market insights to better develop markets and maximize the effectiveness of our marketing efforts.
