Suzhou Zongliang Heavy Industry - End-user Research
Company overview
Suzong Zongliang Heavy Industry Co., Ltd. was established in 1992 and is one of the leading enterprises in the Chinese construction machinery industry, dedicated to the research, manufacturing, and sales of high-end equipment such as construction and agricultural machinery. The company's core product range includes 9 major categories, 49 series, and over 800 models, widely applied across construction, infrastructure, and agricultural production sectors. Through more than two decades of continuous innovation and global expansion, Suzong Zongliang has evolved into a comprehensive equipment manufacturing enterprise with international influence, establishing R&D centers and sales networks in multiple countries and regions worldwide.
Research background
In the context of intense market competition and increasingly diverse customer demands, Suzong Zongliang aims to gain deep insights into end-users' authentic usage experiences to enhance product performance and service quality, strengthen brand loyalty, and improve market reputation. Particularly in high-value equipment markets, customers are highly sensitive to product reliability, after-sales response, and service efficiency. The company urgently needs to conduct both quantitative and qualitative research to systematically evaluate end-users' satisfaction and expectations across key brand touchpoints.
Research scope
In March 2016, CEIDEA Research was commissioned by Suzong Zongliang Heavy Industry Co., Ltd. to conduct a specialized end-user survey. The study employed a combination of face-to-face in-depth interviews and structured questionnaires, covering key clients across major sales regions nationwide. Survey participants included equipment operators, project managers, and procurement decision-makers. Research topics covered product quality and stability, performance and ease of operation, after-sales service efficiency and professionalism, promptness of spare part supply, responsiveness of technical support, as well as overall brand image and communication impact. The study also collected user suggestions for product improvements and service optimization, as well as unmet potential needs, to identify emerging market growth opportunities.
Expected outcomes
Through this research, Suzong Zongliang will obtain authentic feedback from end-users throughout the entire equipment usage lifecycle, identifying key weaknesses and improvement directions in both product performance and service processes. The findings will provide strong data support for the company to optimize product design logic, improve service workflows, enhance customer satisfaction, and increase customer retention. Additionally, the results will facilitate a strategic shift in brand communication from a technology-focused to a user-experience-driven approach, further driving market share growth and word-of-mouth viral expansion
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