Once upon a time, aerial work platforms (AWPs) were a dazzling rising star in the construction machinery field, and industry insiders called them the new blue ocean of construction machinery. Unexpectedly, in just a few short years, the AWP industry has already become a red ocean market.

According to statistics, in 2024 AWP sales (excluding aerial work vehicles, the same below) were 179,867 units, a year-on-year decrease of 12.88%. Entering 2025, the decline in the AWP market has become even more severe. From January to May 2025, AWP sales were 74,533 units, a year-on-year decrease of 33.5%. The decline in AWP sales has multiple causes: stagnant domestic growth and white-hot market competition; internationally, the EU's imposition of anti-dumping and countervailing duties on aerial work platforms imported from China, and the US's additional tariffs.

So under such circumstances, what efforts have Chinese AWP manufacturers made to seek a breakthrough? Construction Machinery Brand Network will explain this for everyone from three aspects: technological innovation, market expansion, and cost control.

Technological Innovation

Technological innovation is a key direction for many enterprises to break through. Many enterprises have increased R&D investment in order to improve product performance in all dimensions, thereby enhancing their market competitiveness.

In terms of intelligent and unmanned technological innovation, Zoomlion Intelligent AWP has performed very impressively. At present, Zoomlion Intelligent AWP has mastered a number of world-leading technologies such as energy-saving and high-efficiency electro-hydraulic control and intelligent aerial work robots. The penetration rate of new energy products exceeds 90%, and it has obtained 268 patents in total, including 83 invention patents. The 82.3-meter straight-boom aerial work platform launched in 2024 once again broke the global height record.

XCMG, as a well-known AWP manufacturer, chose to deeply deconstruct application scenarios. XCMG AWP develops equipment adapted to specific scenarios, thereby building its own differentiated competitive barrier. At bauma China 2024, XCMG launched three AWP devices focused on the needs of ultra-high-altitude refined operations, which were delivered in batches to domestic and overseas customers on the spot at the launch event, heading to major engineering project construction sites around the world.

Zhejiang Dingli has always been committed to modular design of products. Through modular design, Zhejiang Dingli has launched models of the same height with different drive types such as diesel, electric, extended-range, and mild hybrid, providing customers with multiple choices, meeting the needs of different customers, and enhancing product market competitiveness. At the same time, the advantages brought by modular design, such as low maintenance cost, high repair efficiency, and convenience of product upgrades, have also improved the satisfaction and loyalty of Zhejiang Dingli's customers, further enhancing its market competitiveness.

Lingong Heavy Machinery takes pure electric technology as the main direction of technological innovation, has successively launched a number of electrified products, and has built a zero-emission factory to fulfill its green mission and continue to lead green transformation and development. In 2024, Lingong Heavy Machinery joined hands with CATL to jointly promote the R&D and innovation of new energy and electrification technologies, the formulation of industry standards, and market promotion; at bauma 2025 in Germany, Lingong Heavy Machinery displayed a number of new electrified achievements such as the T26JE-2 straight-boom AWP and the AR20JE-2 articulated-boom AWP.

Market Expansion

Market expansion is mainly divided into two parts: one is the expansion of overseas markets, and the other is the expansion of application scenarios beyond the construction industry.

Zoomlion Intelligent AWP's strategy for overseas markets is very clear: first target high-end markets such as Europe and the United States, win customer trust with high-quality products and services, and then descend into markets in other countries and regions from a commanding height. At present, Zoomlion Intelligent AWP has developed a number of innovative products that meet the needs of overseas markets. Among them, the ZT51JEH extended-range electric straight-boom aerial work platform has become a new favorite of overseas customers with its ultra-long endurance and flexible application scenarios. At the same time, Zoomlion Intelligent AWP has also established a global spare parts mall and launched the AWP-Link application APP, further improving the customer service experience.

In order to expand high-altitude application fields, XCMG has accelerated the R&D of a new category of AWP machinery, telehandlers, over the past two years. By being equipped with different attachments, telehandlers are widely used in multiple fields such as construction, agriculture, industry, mining and quarries, and logistics, meeting various needs ranging from material handling to trench digging, personnel lifting, and underground mine basket operations. At present, XCMG telehandlers include four major categories: agricultural, general-purpose, heavy-duty, and rotating, with maximum lifting heights covering 6-25 m and maximum lifting weights covering 2.5-23 tons. They feature safety and efficiency, stability and reliability, strong scenario adaptability, wide scenario application, and convenient maintenance.

Hainan Huatie, as a leading domestic equipment leasing enterprise, also has its own method of market expansion. In 2024, Hainan Huatie comprehensively expanded its intelligent computing business segment, vigorously carried out "AI+" activities, and signed computing power cooperation agreements totaling more than 6 billion yuan, committed to becoming a leading AI intelligent computing comprehensive service operator. On March 12, 2025, Hainan Huatie signed a strategic cooperation agreement with Zhiyu Technology Co., Ltd. and successfully delivered the first batch of DeepSeek large-model all-in-one machines, marking a solid step forward for Huatie Emergency in the field of intelligent equipment.

Cost Control

In a situation where the market is cold, enterprises can enhance their risk resistance by controlling costs, thereby promoting sustainable development.

Horizon Construction Development, a leading domestic equipment leasing enterprise, has done very well in cost control. According to Horizon Construction Development's first-quarter 2025 report, during the reporting period, Horizon Construction Development reduced the number of outlets in mainland China and Hong Kong from 528 at the end of last year to 520, while increasing overseas outlets from 53 to 59. Not only that, Horizon Construction Development further improved resource utilization efficiency by selling and disposing of inefficient equipment and transferring some equipment to overseas markets.

For manufacturers expanding into overseas markets, building factories overseas and carrying out localized production is also one of the means of cost control. This is exactly the path of Sinoboom's overseas expansion. In recent years, Sinoboom has established a number of localized operating subsidiaries in developed markets such as Europe, the United States, Japan, South Korea, and Australia, as well as emerging markets such as the Middle East, Southeast Asia, Latin America, and Africa. This move has greatly reduced logistics costs and can effectively respond to barriers such as tariffs, anti-dumping duties, and import quota restrictions, thereby enabling it to participate more smoothly in local market competition and win more market opportunities.

Facing the cold AWP market, the strategic measures of Chinese enterprises to boost the market can be said to each have their own merits. Through measures such as technological innovation, market expansion, and cost control, most AWP enterprises have not only not seen a decline in revenue but have also achieved a certain degree of improvement. However, as far as the AWP industry as a whole is concerned, we still need to recognize that the AWP market will most likely continue to maintain a downward trend in the next two to three years.

In the future, industry competition will become more intense, concentration will further increase, and most domestic AWP enterprises may go bankrupt and be cleared out. Under such circumstances, for enterprises to survive, on the one hand, they need to be able to deeply understand customer needs, continue technological innovation, and strengthen their localized operating capabilities. On the other hand, they also need to have a global perspective and expand overseas markets through a steady global layout. Only enterprises that achieve success in both domestic and overseas markets can ultimately ride out the cycle and become true industry leaders.