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BUSINESS LEADER’S VIEW

Winning in China Excavator Market

Briefly talk about the function/platform you are leading/supporting.
I am working as Managing Director, Regional Sales, China, for the Construction &

Forestry business.

What are the key challenges besetting our business/markets in the geography?

Shrinking premium market and more competition. All Original Equipment Manufacturers
(OEMs), particularly the premium brands, are taking more aggressive marketing activities
Yun Lang
including fierce price competition. Therefore, local brands such as SANY and XuGong
Managing Director, Regional Sales
China - C&F remain the key winners while premium foreign brands lost shares notably.
What investment/business/market opportunities beckon in the region?

Infrastructure investment and the Belt and Road Initiative has brought more
opportunities for C&F business in China.
About 80% of China What are your thoughts about seamless execution of John Deere Strategy in the
C&F market needs are
region? How well is it equipped to deal with uncertain and dynamic business
from excavator and
environment, viz. protectionism, changing regulatory environment, etc.?
loader, and China is the
single largest excavator About 80 % of China C&F market needs are from excavator and loader, and China is the
market in the world. single largest excavator market in the world. Wining in China excavator market will help
us to win the excavator market outside Americans.

We have been focusing on developing below Critical Success Factors to execute John
Deere Strategy: Deliver Measurable Customer Value; World-Class Distribution System;
and Win in Aftermarket. We also follow the Foundational Success Factors like Distinctive
Product Quality. Our other priorities are brand awareness and cost control (sales &
marketing, factory and materials). We focused on construction factory expansion in
FY 2019. We are actively engaged with Government Affairs team, AmCham and industry
associations to deal with uncertain\dynamic business environment.
What are the key focus areas/initiatives for business in this Financial Year?

In FY 2020, we will focus on increasing sales volume and financial improvement.