Zoomlion may be relatively new to the AWP equipment market in Australia but it has certainly made an impressive impact with the range and quality of its products. Lion Li, Zoomlion’s Australian General Manager, and Frank Zhou, Zoomlion Access Regional Sales Manager for Australia, explain more.
- Subscribe to our free weekly newsletter to receive the latest news from Australasia’s lifting industry.
- Don’t miss a lift and subscribe to our monthly magazine.
- Download our latest digital magazine to catch up on the biggest news and developments in the crane industry.
“Zoomlion first started to research the development of access equipment back in early 2000, and after years of research and development we started launch our products globally,” said Lion.
The first venture included the launch of eight aerial work platform (AWP) models, all of which delivered reliability, simplicity and efficiency, while being designed to meet worldwide standards, with special attention paid to safety and user comfort. Zoomlion went on to release scissor lift platforms in hydraulic and electric versions, ranging from 6-16m working height and with maximum workloads of 350kg, with lithium battery and lead acid powered versions, if required.
Today, Zoomlion has close to 130 models in the access equipment range, including scissor lifts, telescopic boom lifts, articulating boom lifts, telehandlers, vertical mast lifts, spider lifts, vehicle- mounted boom lifts and sky robots.
In 2023, the company launched ZT72J-V, the world’s highest telescopic boom lift.
With a reach of 72.3m and a horizontal outreach of to 32.6m (106ft 11in). Zoomlion’s ZT72J-V also features an innovative light weight polygonal boom that has a small side deformation to provide a larger working envelope. The ultra long boom is fitted with multiple sensors for safe and efficient operation and a double lifting cylinder provides smooth lifting and better boom rigidity.
Lion explains more about Zoomlion’s approach to the Australian and New Zealand markets.
“We successfully launched our access equipment range to the Australian and New Zealand markets four years ago, however, the Zoomlion brand has been seen in the Australian market since 2008 with our cranes and concrete machinery ranges,” Lion says.
“Due to our sales success, we have plans for four warehouses with significant spare parts capabilities.
We have opened a facility in Melbourne and warehouses in Sydney, Brisbane and Perth, which covers the states where AWP machines have the highest usage frequency. We also support an extensive network of service and support providers around the country,” said Lion.
“Our AWP range is the fastest growing member of the nine product ranges in the Zoomlion family and it has grown very quickly in developed regions like Australia, Europe and North America. It is definitely one of the most competitive products designed and manufactured by Zoomlion,” he said.
Up until now, Zoomlion has been servicing sales enquiries on a direct basis, explains Lion.
“Currently we are more involved in direct sales, but we are open to the appointment of dealers in regional areas. Australia is a massive continent, and it is difficult to service some areas with our current structure. Currently, we don’t have a branch in North Territory, South Australia and also Tasmania, and we are totally ready to talk to potential dealers to cover some of the more remote areas and regions,” said Lion.
Lion goes on to discuss the market’s response to the Zoomlion product – particularly from the Hire Industry.
“We have had significant success with some large customers especially in the Hire Industry and they are comparing the performance of Zoomlion product very favourably.”
On assessing customer feedback, Lion is confident Zoomlion has a number of advantages over the competition.
“The first advantage is lithium battery power system. Zoomlion is the first manufacturer to fully integrate the lithium battery technology for our scissor lift and boom lift ranges and we offer a five-year warranty on the battery,” Frank says.
“Take one of our best-seller models – the ZS0808AC-Li Lithium battery scissor lift as an example, it lifts up to 7.8m work height with 230kg platform capacity. Customers love this machine because it can be used both indoor and outdoor and its IP67-rated AC motor provides excellent protection and maintenance-free operation.
The product facilitates seamless switching between indoor and outdoor operation, expanding its extremely stable and suitable for short-term charging and also long-term periods of work.”
“The second clear advantage is our ‘Ultra Size’ boom lift, including ZT58J, ZT68J and the world’s highest telescopic boom
lift, ZT72J-V. We have a clear technology advantage because Zoomlion is also a top-level manufacturer of cranes. We have engineered a significant amount of crane technology in the development of our ultra- size boom lift range,” said Frank.
Zoomlion is committed to servicing and supporting the growing population of access equipment in Australia and New Zealand.
“We understand the fundamental importance of after- sales service which helps ensure we develop long term relationships with our customers,” Lion said.
“We already operate a substantial warehouse in Melbourne and other spare parts facilities in Sydney, Brisbane and Perth. In time we expect to employ local service engineers in each of our facilities around the country. The service and support of Zoomlion access equipment is a priority for the business.”
Image: Zoomlion
“We continue to develop our network of local service providers. We already have great partnerships in place, but we need more to ensure our customers are confident that they are not only buying a premium product, but that they will
receive a premium level of service and support,” he said.
The team at Zoomlion has a clear message for the industry.
“Our products have seen significant development in terms of quality and reliability and the Zoomlion Leadership Group has identified the Australian market as a significant opportunity in terms of the global markets. That’s why we are investing in people and facilities across the country.
“We now have a broad range of world class products with a network of service providers supporting the product. Last year Zoomlion MEWP sales grew three times compared to the previous year.
“The Zoomlion story in Australia and New Zealand is entering a new chapter. We have a strong team; world class products and we are offering ready stock for all the major models in the local. With this consistent messaging, we will help the market better understand what the Zoomlion brand stands for today.”
Image: Zoomlion