Sinoboom has made a strong commitment to the Australian market and, after a strong 2022, the team has moved into new premises and is primed for an even bigger 2023.
The team at Sinoboom Australia has grown from its conception two years ago to eight team members, all based out of its purpose-built Dandenong head office, showing the Chinese brand’s commitment to Australia.
General Manager of its Australian operations Mitch Ely explains how the company has set up its Oceania wing.
“Sinoboom knows the importance of putting people on the ground. It allows the local team to focus on its Australian operations, in turn we provide quality, engineering and commercial feedback directly into our production teams in the factory. This is one of the advantages of dealing with a global manufacturer who solely owns its overseas operations.” Mitch says.
“Sinoboom’s new facility in Melbourne has been specifically designed to handle all our PDI requirements nationally and will provide a platform for our service support strategy with significant increases in our parts, tech support and training businesses. Our new facility is critical to our go to market strategy and our premium brand quality product messaging, the old idea that Chinese brands are lower quality is simply not true anymore,” Mitch says.
“Sinoboom has already gained global recognition for being a quality brand but we knew we had to give our customers the peace of mind that we could backup and support the product across all areas of our customers’ business. Confidence levels were critical to our success.
“We work closely with companies across the rental, construction, mining and industrial sectors and we are beginning to see a loyal Sinoboom club emerging across the country – resulting in significant return business (with customers) impressed with the quality of the product and the sophistication and professionalism of the Sinoboom team on the ground in Australia.
“We are establishing the business across Australia through good old-fashioned service, listening to our customers and pricing our products to be competitive in an already rate challenged market,” Mitch says.
“For us we are laser focussed on what we can provide to the region and at this stage it is providing a strong product for the rental, construction, mining and industrial sectors.”
“When we get a new customer, we bring them to our facility. We can show them that we are serious and have the capability to support them. We show them the features and benefits of our products, the decision becomes a simple one for them,” he says.
“Sinoboom Australia offers a full line of EWP products starting from our rental proven slab scissors through to our extensive diesel and battery powered products lines,” Mitch says.
“We aim for value in everything we do with a heavy focus on engineering and innovation, Sinoboom products are designed to drive return on investment to our customers.”
“For Sinoboom the supply chain challenges that has faced the globe since COVID-19 allowed them to capitalise on the market and it was the perfect opportunity to break new ground, however we were fully aware this opportunity would not last forever and giving our customers no reason to go back was the focus and basis of our values.” Mitch says.
“We want people to know that they now have choices when it comes to selecting suppliers and that modern Chinese equipment is safe, reliable, highly spec’d, supported and prised to improve your bottom line. Everyone at Sinoboom is laser focused on the end game which is to position the company in the top two AWP original equipment manufacturers in Australia,” Mitch says.
“We are excited for the future, at the start of the business we sold 90 per cent scissors and 10 per cent everything else. With significant diversification we have now equally distributed our revenues across multiple product lines driving significant growth,” he says.
“We know we are providing a premium product that competes with the established brands already in Australia and with our pricing strategy developed around rental rates we ensure no matter how tough the market, Sinoboom products will always produce the necessary returns,” Mitch says.
Sinoboom Australia expects to see the rise of electric models across the country over the next decade, but Mitch and the team will not be caught flat footed.
“Sinoboom is committed to providing a complete range of full electric arial work platforms over the next 2 years. We know this is an emerging market here and by laying the groundwork now we will be prepared and ready to support our customers. With four new models this year our commitment is strong and we plan to steer the market into this new frontier.” he says.