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​Hurco China’s Aggressive Marketing Strategy Pays Off at CIMT   

Published: 5/14/2013

In April this year at the 13th China International Machine Tool Exhibition (CIMT) in Beijing, Hurco China proved to the market that they are a world leading machine tool manufacturer. With an updated brand identity, and an impressive booth design that was nearly twice the size of the 2011 booth, Hurco China clearly expressed their strategy has changed. Hurco China has seen substantial growth over the past two years and they capitalized on the opportunity at CIMT to showcase Hurco’s high quality standards from the booth design to the machines.
“Innovation and sustainable development" was the official theme of CIMT, which was clearly displayed in Hurco’s booth. In an era of rapid technological growth, Hurco China, as the machine tool industry leader, must continually develop and innovate to meet the challenges of the future.


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Hurco brought two new looks and concept machine models to CIMT: the VMX24HSi and VMX42RTi as well as the two most popular classic models, the VM10 and TMX10MY. The High Speed and 5-Axis Hurco machines drew a large crowd, resulting in a record number of sales for Hurco China. Hurco prides itself on innovation and success by providing the Chinese user with the latest technology and highest quality machines. Inside the booth, Hurco China ran programming contests at their Demo Control Bar, proving to visitors that Hurco is the leader of the intelligent control systems and a full solution provider.

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During CIMT, Hurco was honored to receive the 2013 annual China Metal Processing Product Innovation Award in the Metal Processing forum, which was sponsored by the magazine Modern Manufacturing. The winning product, VMX24HSi, is a new type of high speed machining center. The Hurco high speed machining centers are created with the highest quality components and specifications necessary to go fast while maintaining accuracy. Hurco’s patented motion control system, Ulitmotion, set these machining centers apart from their competitors by reducing cycle times up to 30%.

During the six-day event, Hurco received more than ten contract orders. The outstanding presentation and intelligent products attracted several national industry companies to the booth including the China Machine Tool Corporation. The Vice President of China Machine Tool Corporation, Ms. Zou Xiaohua, spent time with the General Manager, Mr. Yao Xue, of Hurco China and Chief Executive Officer, Mr. Michael Doar of Hurco Companies, Inc., to discuss the growth of Hurco in China. 
Mr. Yao Xue also spoke to a large number of media outlets stating, "Hurco is a machine tool manufacturer with high-end products, intelligent technology and a user-friendly control system. We will continue to perfect our service and sales network to maximize our growth in China.” CIMT was a great success for Hurco China and the message that Hurco provides the highest quality machine tools with superior technology was well received.