China has been systematically moving towards a new goal in recent years - the conquest of the European market for agricultural machinery. To overcome the mistrust of Chinese-made technology, it was decided to adopt a different strategy. So, in 2011, the leader of China's agricultural machinery Lovol Heavy Industry Ltd began to buy up production capacities of Italian companies already known to the consumer.
As a result, the Chinese concern acquired Arbos, which previously produced combines and tractors, then Mater Mass, which produced seeders, and Bubba and Goldoni, the main direction of which was the production of tractors and mini tractors. Also, China has created a center for the scientific development and implementation of technical innovations Foton Lovol in Italy. Gradually, the Chinese concern began to promote its products.
European exhibitions of agricultural machinery in 2011 did not offer any Chinese-made machines. However, in 2013 China has already presented an impressive exposition of tractors at the Agritechnica-2013 in Hanover. In 2015, the Chinese tractor Lovol 5130 was one of the nominees Tractor of the Year-2016. At the exhibition in 2017, Foton Lovol demonstrated a whole range of agricultural machinery under the brand Arbos. The Lovol strategy is the slogan 'High Quality, Low Cost, Globalization'.
Thus, having revived the Italian productions and reached the quality of the European level, the Chinese concern began to conquer the market.
Source: agro.ru.
