Home Onsite Events bauma CHINA 2026 Construction Machinery Marketing & Business Matching Conference (Paid Conference)

bauma CHINA 2026 Construction Machinery Marketing & Business Matching Conference (Paid Conference)

Date: Nov.25, 2026 09:00 - 17:00

SWEECC Meeting Room 1

Language: English and Chinese

Organizer:

China Construction Machinery Association
Messe Muenchen Shanghai Co., Ltd.

Event Highlights

bauma CHINA 2026 Construction Machinery Marketing & Business Matching Conference addresses Chinese firms' globalization challenges. It gathers industry associations, leading enterprises, destination-country governments/business agencies, and international partners to explore globalization's next phase—guided by global trends, regional opportunities, benchmark cases, and implementation services. "Regional Market Decoding" covers Southeast Asia, the Middle East, and Latin America. Local governments and industry associations will decode demand, market access, and opportunities for Chinese firms. A "Practical" Workshop will share actionable overseas marketing and localized delivery methods for decision-makers.

Event Agenda

09:00- 10:00

Registration

10:00- 10:05

Opening Remarks

Wu PeiguoVice Chairman and Secretary-General, China Construction Machinery Association

Moderator: Li ChunshengDeputy Secretary-General, China Construction Machinery Association

10:05- 10:30

Perspective: China's Construction Machinery Overseas Trade and Global Layout: Data, Trends and Opportunities

Lv YingDeputy Secretary-General, China Construction Machinery Association

10:30- 10:40

Perspective: Empowering the Global Expansion of Construction Ma+RCchinery: Building a New One-Stop Service Ecosystem for Going Global

Alva WangGeneral Manager, Shanghai Pudong Service Centre for Overseas Investment

10:40- 11:00

Keynote Presentation: How can Chinese OEMs win outside of China? Global Market Opportunities for Chinese Off Highway Companies

Alastair HayfieldVice President of Research, Commercial Vehicles, Interact Analysis

11:00- 11:20

Keynote Presentation: From Product Export to Brand Globalization: High-End Development and Global Brand Power of Chinese Construction Machinery

Liu ZhongVice General Manager, Xuzhou Construction Machinery Group Imp. & Exp. Co., Ltd.

11:20- 11:40

Keynote Presentation: Globalization 2.0: Going Further, Not Just Faster: Sany's Long-Term Approach and the Foundations of a Resilient Global Footprint

Shen ChengcenDeputy Director of International Operation Headquarters, Sany Group Co., Ltd.

11:40- 12:00

Keynote Presentation: Globalization 2.0: From Selling Equipment to Building Ecosystems

Fan ZhideDeputy General Manager, Zoomlion Overseas Company

Global Operations Capability Building & Overseas Opportunity Insights (Southeast Asia Session)

13:30- 13:45

Market Insights: Indonesia's Growing Construction Machinery Market: Opportunities and Challenges for Chinese Enterprises

Dr. Ir. Herry Trisaputra Zuna, S.E., M.T.Senior Advisor for Road and Bridge Development, Ministry of Public Works and Housing, Republic of Indonesia

13:45- 14:00

Market Insights: Bridging Chinese Engineering Machinery Enterprises into ASEAN

Dr. (h.c.) Benny YeoFounder, Communication 21 Media Group

14:00- 14:15

Workshop: From Standards to Application: Coating Adaptation Pathways for Heavy Equipment Going Globa

Julie ZhuGeneral Manager of General Industrial Asia, Sherwin-Williams General Industrial Coatings

Global Operations Capability Building & Overseas Opportunity Insights (Middle East Session)

14:15- 14:30

Market Insights: Saudi Heavy Equipment: Market Outlook & Investment Opportunities

Khalid Al-HomoudExecutive Vice President of Machinery & Equipment Sector, National Industrial Development Center (NIDC) in Saudi Arabia

14:30- 14:45

Market Insights: Gateway to the Gulf: Kanoo Group and the GCC Construction Machinery Opportunity

Mishal Hamad Ali Mohamed KanooChairman, The Kanoo Group

14:45- 15:00

Workshop: Building a Strong Presence in Middle East: Brand Building and Market Expansion for Construction Machinery Companies

Sue SuMarketing Solution Account Director, Linkedin China

Global Operations Capability Building & Overseas Opportunity Insights (Latin America Session)

15:00- 15:15

Market Insights: Minas Gerais: Strategic Investment Opportunities, Business Partnerships and Technology Transfer

Bruno Baeta LigrioPresident, The Heavy Construction Industry Union of Minas Gerais (SICEPOT-MG)

15:15- 15:30

Market Insights: Rooted in Latin America, Connected to the World: Opportunities in Colombia's Construction Machinery Market

Margarita QuanSenior Advisor for Investment, ProColombia

15:30- 15:45

Workshop: Trade Finance for Construction Machinery: Smart Move into Brazil

Felipe MaiaBusiness Director, BTG Pactual Commodities Sertrading S.A.

15:45- 16:00

Coffee Break

Panel Discussion

16:00- 17:00

From Going Global to Global Operations: What's Next for Chinese Construction Machinery Companies?

Moderator: Lv YingDeputy Secretary-General, China Construction Machinery Association

Li DongchunVice President, Guangxi LiuGong Machinery Co., Ltd.

Han BaohuiVice President, Shantui Construction Machinery Co., Ltd.

Miao GuochengGeneral Manager, Shanghai EqualOcean Network Technology Co., Ltd.

Zhao ShengweiCo-Founder, Beijing Embodied Energy Technology Co., Ltd.; Expert on Overseas Market Operations

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