The newly launched "Zhilian Global · Construction Machinery Cloud Trade" helped a Hebei small roller manufacturer enter the Middle East market. It provided a market white paper, customized selling points, Arabic promotion for customer acquisition, coordinated expedited certification and localized delivery. Within 4 months, the manufacturer got a first order of 5 units and 2 repeat orders in Dubai, breaking through from "zero overseas orders" to "stable repeat purchases."
Case Details
"We have been manufacturing small rollers for 3 years, with stable domestic orders, but we have sent a lot of exhibition materials to the Middle East market and haven't received a single inquiry call." A manufacturer specializing in 2-ton small rollers in Xingtai, Hebei, has long been trapped in the dilemma of "saturated domestic market and no access to overseas markets." Its products focus on small engineering scenarios such as municipal maintenance and courtyard renovation, which are suitable for the large number of community infrastructure needs in the Middle East. However, due to lack of local market awareness, inability to promote in Arabic, and unfamiliarity with local environmental certification requirements, overseas expansion has always been in the "paper talk" stage. In August 2025, it settled on the newly launched "Zhilian Global · Construction Machinery Cloud Trade" platform upon the recommendation of peers.
Although the platform had no massive accumulation of overseas customers in the early stage, it had already joined hands with the organizing committee of the Dubai Construction Machinery Exhibition in the Middle East to obtain in advance the demand list of more than 500 local small and medium-sized infrastructure companies, among which the demand for "2-3 ton small rollers, complying with GCC certification in the Gulf region, and supporting Arabic after-sales service" accounted for 35%. Targeting the manufacturer's "zero overseas experience" feature, the platform formulated a three-step breakthrough plan of "market education + precise reach + compliance support."
The first step was to solve the problem of "cognitive gap": the platform's market research team provided the manufacturer with the "White Paper on the Middle East Small Roller Market," clarifying local core needs—strengthening the engine heat dissipation system due to high-temperature weather and adapting to anti-slip tires for desert areas—and suggested the manufacturer carry out lightweight modification of existing products (reducing the weight from 2.2 tons to 2 tons). At the same time, the platform's copywriting team fully translated the product materials into Arabic, highlighting the customized selling points of "heat dissipation upgrade + anti-slip tires + average daily fuel consumption of 3 liters," and made promotional posters in line with Middle Eastern aesthetic habits.
The second step was to achieve "precise customer acquisition": using the resources of the Dubai Exhibition, the platform included the manufacturer's modified products in the "Middle East Infrastructure Adaptive Equipment List" and sent them to 30 high-intention infrastructure companies; at the same time, using the multilingual short video account built in the early stage of the platform, it released videos of the product operating in simulated desert scenarios, and received inquiries from 12 local customers within 7 days, among which a community infrastructure company in Dubai expressed clear purchasing intentions.
The most critical third step was "compliance and delivery guarantee": in response to the strict GCC certification in the Middle East market, the platform joined hands with third-party certification institutions to provide the manufacturer with an "expedited certification channel," reducing the original 3-month certification process to 45 days and lowering the cost by 20%; during delivery, the platform coordinated local cooperative warehouses in the Middle East and adopted the mode of "first consolidated shipping to Dubai warehouse, then distribution," shortening the original 60-day delivery cycle to 35 days, and also arranged local cooperative service providers to provide on-site commissioning services.
In November 2025, the manufacturer achieved its first Middle East order through the platform—a Dubai customer purchased 5 customized small rollers, and later obtained 2 repeat orders relying on product adaptability. The manufacturer's person in charge sighed: "I originally thought the new platform had few resources, but I didn't expect it to accurately meet the needs of the Middle East market. We not only got orders but also figured out the local market operation rules." This service also allowed the platform to summarize a service template for "customized overseas expansion of segmented categories," accumulating experience for serving more specialized, refined, and new manufacturers in the future.
