Chongqing Yuma Mechanical & Electrical Co., Ltd.—The Importance of Foreign Trade Strategy in the General-Purpose Machinery Industry and Its Development Trends

The foreign trade strategy of Chongqing Yuma Mechanical & Electrical Co., Ltd. is a microcosm of China's manufacturing industry as it transitions from "scale expansion" to "value creation." By building its own brand, innovating user scenarios, and deeply integrating its supply chain, Yuma Mechanical & Electrical has not only established a solid foothold in global competition but has also propelled the Chongqing general-purpose machinery industrial belt from "Made in China" to "global brands." In the future, with breakthroughs in intelligent and green technologies, Yuma Mechanical & Electrical is poised to become a key player in setting international standards for the general-purpose machinery industry, leading Chinese power products to the global stage.

Chongqing Yuma Mechanical & Electrical Co., Ltd.—The Importance of Foreign Trade Strategy in the General-Purpose Machinery Industry and Its Development Trends

Against the backdrop of continuously growing global energy demand and accelerating industrialization and urbanization, the general-purpose machinery industry—a core sector providing universal engines and generator sets—is ushering in unprecedented development opportunities. Chongqing Yuma Mechanical & Electrical Co., Ltd., as a representative enterprise deeply rooted in Chongqing's general-purpose machinery industrial belt, sees its foreign trade strategy not only crucial to the company's own development but also profoundly significant for enhancing the international competitiveness of the regional economy and even China's general-purpose machinery industry as a whole.

Foreign Trade Strategy: A Leapfrog Transformation from OEM to Independent Brands

The Chongqing General Machinery Industry Belt is China's core base for general machinery, with an annual output exceeding 15 million units—accounting for 55% of the national total—and has established a complete industrial chain ranging from component casting to complete machine assembly. However, for a long time, most enterprises have relied primarily on OEM/ODM models, resulting in meager profits and brand recognition limited to within the industry. Yuma Mechanical & Electrical keenly recognized the trends of cross-border e-commerce and globalization, shifting its foreign trade strategy from "OEM/ODM with private labeling" to "going global with its own brands." This transformation carries dual strategic value:

On the one hand, through cross-border e-commerce platforms such as Amazon, Yuma Mechanical & Electrical directly reaches end markets in Europe, the U.S., Japan, and other regions, bringing its products from “behind the scenes” to the “forefront.” For example, its swivel-wheel generator developed specifically for U.S. users has undergone design optimization based on feedback from Amazon, enabling a hundred-kilogram device to be steered with just one hand and increasing the repurchase rate by 30%. In response to Japanese users’ demand for electric blankets during winter, Yuma adjusted the standby program of its energy-storage power supply, extending the automatic shut-off time to eight hours, thereby successfully entering the Japanese market.

On the other hand, the independent brand strategy has helped Yuma Mechanical & Electrical escape the trap of “price wars” and shift toward technology premiums and brand premiums. Data shows that in 2024, Yuma Mechanical & Electrical’s sales on the Amazon platform exceeded 40 million yuan, with its business-to-business (B2B) segment growing by more than 20%. The proportion of B2B orders surpassed 10%, demonstrating that its products have penetrated from the consumer end into the professional procurement sector, and its brand value is gradually becoming evident.

## User-Centric Thinking: Driving Product Iteration Through Scenario-Based Innovation

The core of Yuma Mechanical & Electrical's foreign trade strategy lies in the deep implementation of "user-centric thinking." While traditional general machinery enterprises focus on product performance parameters, Yuma Mechanical & Electrical uses the real-time feedback mechanism of cross-border e-commerce to transform user needs into a "compass" for product innovation:

In the field of age-friendly design, addressing the scenario where elderly users in Europe and the U.S. independently operate generators during hurricane season, the R&D team at Yuma Mechanical & Electrical drew on the technology of suitcase universal wheels to equip generators with a flexible steering mechanism, thereby solving the challenge of handling and moving them. In terms of scenario expansion, they developed a generator with integrated USB ports for construction workers, meeting their needs for charging mobile devices. Regarding regional adaptation, they optimized the engine cooling system based on the high-temperature environment in the Middle East, enhancing the stability of the equipment.

This closed-loop model of “demand-feedback-iteration” has enabled Yuma Mechanical & Electrical’s products to evolve from “functional machines” into “user-friendly tools.” For example, by analyzing Amazon reviews, the company upgraded its energy storage power supply product by increasing the number of charging ports from two to four and adding multilingual operation guides, thereby reducing the return rate in the European market by 15%. This user-centered innovation strategy not only enhances product competitiveness but also builds differentiated brand barriers.

Supply Chain and Logistics: The Hard Power Underpinning Foreign Trade Strategy

The cluster effect and logistical advantages of the Chongqing General Machinery Industry Belt provide solid support for Yuma Mechanical & Electrical's foreign trade strategy:

At the industrial chain level, Chongqing boasts a complete supporting system spanning from aluminum alloy casting and motor-electric control to complete machine assembly. Enterprises can procure components and engage in collaborative R&D within a radius of just 100 kilometers. For example, the lightweight engine cylinder block developed by Yuma Mechanical & Electrical in collaboration with local suppliers has reduced product weight by 10% and improved fuel efficiency by 8%, directly boosting its market share in Southeast Asia.

In terms of logistics, Chongqing, as a hub of the Belt and Road Initiative, has built a three-dimensional logistics network encompassing rail, waterway, road, and air transport, leveraging the China-Europe freight trains, the New International Land-Sea Trade Corridor, and the "Chongqing-London" cross-border e-commerce charter flights. Data shows that in 2024, Chongqing's comprehensive logistics costs were 30% lower than those in inland regions. For Yuma Mechanical & Electrical, shipments to Europe via the China-Europe freight trains have seen their delivery times reduced to 15 days and freight rates slashed by 25%, significantly enhancing market responsiveness and profit margins.

Future Trends: Intelligent, Green, and Globalized Services

Looking ahead to 2025 and beyond, Yuma Mechanical & Electrical's foreign trade strategy will focus on three key areas:

Intelligent Upgrade: Leveraging Chongqing’s foundation in “intelligent manufacturing and digital factories,” we’ve introduced AI algorithms to optimize production processes, achieving end-to-end digitalization—from order forecasting to quality inspection. For example, by using machine learning to analyze Amazon review data, we can proactively anticipate market demand and shorten product development cycles.

Green Transformation: In response to the global “dual-carbon” goals, we are developing low-emission, high-efficiency engine technologies. Yuma Mechanical & Electrical has launched a solid-state battery energy storage project and plans to introduce a new-generation product in 2026 that will boost range by 50%, gaining a first-mover advantage in the new-energy general-purpose machinery market.

Globalized Services: Drawing on the experience of Haimaitong, we’re establishing overseas after-sales service centers and return insurance systems to reduce the costs associated with cross-border returns of large-sized goods. At the same time, by offering multilingual video tutorials on YouTube and an online diagnostic system, we’re empowering users to independently resolve issues, thereby creating a comprehensive ecosystem that integrates “products + services.”

The foreign trade strategy of Chongqing Yuma Mechanical & Electrical Co., Ltd. is a microcosm of China's manufacturing industry as it transitions from "scale expansion" to "value creation." By building its own brand, innovating user scenarios, and deeply integrating its supply chain, Yuma Mechanical & Electrical has not only established a solid foothold in global competition but has also propelled the Chongqing general-purpose machinery industrial belt from "Made in China" to "Global Brand." In the future, with breakthroughs in intelligent and green technologies, Yuma Mechanical & Electrical is poised to become a key player in setting international standards for the general-purpose machinery industry, leading Chinese power products to the global stage.