On December 3, the Boao CEO Innovation Business Forum, themed "Riding the Momentum · Embracing New Beginnings: Brand Strategy and Industrial Upgrading in the New Globalization Landscape," convened in Hainan’s Boao. As a parallel session of the 2025 Entrepreneurs Boao Forum, the event gathered global business elites to explore paths for Chinese brands to elevate their global influence, with Zhang Xinyue, General Manager of MAXTECH, delivering a keynote sharing the firm’s port equipment export experience.
In the panel discussion on "Ecosystem Collaboration: Global Upgrading of Supply Chains and Sustainability," Miss Zhang outlined MAXTECH’s three-phase brand elevation strategy for overseas markets: product export, pain point resolution, and value resonance, with the core of this journey lying in "research, listen, integrate."
MAXTECH’s global expansion began with exporting core port and marine equipment. Its telescopic boom marine crane first opened the Middle Eastern market, thanks to its flexible long-reach lifting performance. But the team soon shifted from one-size-fits-all product sales to customized solutions after on-site research. For African ports plagued by high-salt, high-temperature corrosion, MAXTECH upgraded its ship crane with a three-layer anti-corrosion coating to extend service life. For Middle Eastern terminals facing bulk cargo loading bottlenecks, it developed a remote-control hydraulic grab with wider jaws and paired it with an ECO bulk hopper to cut clogging risks and energy consumption.
To deepen local integration, MAXTECH went beyond equipment supply: it provided maintenance training for offshore crane operators in Oman, and customized a container spreader with adjustable locks and an energy-saving winch & windlass system for a Tanzanian port’s container handling upgrade. Its electric hydraulic grab also helped clients reduce operational downtime significantly.
Miss Zhang emphasized that this client-centric approach helped MAXTECH avoid price wars and build long-term partnerships. "We don’t just sell equipment—we solve real operational pain points," she said, noting that a Tanzanian client who first bought a single knuckle boom crane later ordered a full suite of gear for port expansion.
The convening of this Boao CEO Innovation Business Forum has built a valuable platform for experience exchange and strategic discussion among Chinese brands going global. It not only consolidated industry consensus—that Chinese brands’ overseas expansion has shifted from simple product export to value export—but also recognized the practical path of equipment manufacturing enterprises represented by MAXTECH, providing a replicable globalization model for more enterprises of the same type. For MAXTECH, the sharing at this forum is not only a summary of past overseas achievements but also a new starting point for future development. In the future, MAXTECH will always adhere to the three core principles of "research, listen, integrate". It will continue to take customized port equipment such as marine cranes and container spreader as the starting point, dig deep into the differentiated needs of clients in different global regions, deeply integrate ESG concepts with localized services, transform from an equipment supplier to a global integrated solution partner for port equipment, further expand its influence in emerging markets such as the Middle East, Africa and Southeast Asia, and realize the synchronous improvement of brand value and global market share.
Post time: Dec-05-2025
