"The Wandering Earth 3" starts filming! This engineering machinery giant is participating again!

The movie "The Wandering Earth 3" was officially launched in Qingdao on April 15, 2025, and a deep collision between Chinese industry and science fiction aesthetics kicked off again. Recently, the secretary of the board of directors of XCMG Machinery mentioned in a reply on the investor relations platform that the company is organizing participation in the filming of "The Wandering Earth 3" to ensure that our cooperation with the movie "The Wandering Earth 2" has created the story of "China's industry and Chinese science fiction going in both directions". This cooperation in "The Wandering Earth 3" also continues this tacit understanding.

Deepen cooperation and go in both directions

When a great science fiction movie meets a "technology group", it will surely create sparks. On the day of the launch of "The Wandering Earth 3", he received a large number of hard-core congratulatory messages from China National Nuclear Corporation, State Energy Group, China Railway Construction Corporation, XCMG, etc. Among them, XCMG Group directly moved out the thousand-ton robotic arm that had participated in the filming of the lunar base and said, "This time it makes the earth wandering more exciting!" Relying on the complete product spectrum and mature industrial chain supporting system, XCMG, a leading Chinese engineering machinery enterprise, has provided 42 61 host equipment and more than 400 sets of parts for "The Wandering Earth 2". With complete equipment guarantee plans such as lifting, earthwork, roads, high altitude, sanitation, safety and emergency rescue, it has become a special "actor" of "The Wandering Earth 2".

Although XCMG was just a "special thanks" hidden in the end credits at that time, with the global popularity of "The Wandering Earth 2", XCMG's industrial equipment not only became a brilliant existence on the screen, but also made this engineering machinery giant successfully "out of the circle", leaving a deep impression on the public.

This time, XCMG was written into the script and into the camera, becoming a "character" in a sense. It is reported that XCMG has formed a special support team, and has been stationed in the group to support it since the start of the project. The scale of investment and innovation depth in equipment, technology, personnel and other dimensions have been significantly improved compared with the period of "The Wandering Earth 2". This cooperation will present more hardcore industrial technology elements.

It is worth mentioning that on November 26, 2024, China's first joint innovation laboratory for film and television industrialization equipment jointly established by XCMG Group, Dengfeng International and Guo Fan Film Industry was officially released at the Shanghai BMW Exhibition, marking that it is no longer just a equipment supplier, but an in-depth participant in the film and television industry technology system. The laboratory will conduct targeted research and development based on the actual needs of the film and television industry, and will specialize in developing innovative equipment suitable for film and television shooting, providing more flexible and efficient solutions for complex scenes. Relevant results will also be preferred for the filming of "The Wandering Earth 3".

Why do you want to "cross-border" into the film and television industry?

In recent years, the boundaries of the construction machinery market are being reconstructed, and more and more companies have begun to try to create a unique new image by working with companies in other fields and enter the public's vision.

XCM's cooperation with "The Wandering Earth" is an important part of its "engineering machinery +" ecological strategy. Since 2020, XCMG has launched cross-border cooperation with NetEase's games, Bilibili animation, Boring Ape, Harper's Bazaar, Peking Opera and other fields, diversifying the combination of traditional machinery industry products, workers and culture and art. Behind this strategy is a profound insight into the changes in the user group - when the post-95s and post-00s become key influencers in the procurement decisions of engineering machinery, traditional marketing models are no longer able to reach the younger generation. The cross-border marketing method can effectively convey brand value to the younger generation and establish a new and vibrant brand image in the hearts of young people.

During the China Film Huabiao Awards, some XCMG equipment participating in the movie "The Wandering Earth 3" was publicly displayed

The in-depth cooperation with "The Wandering Earth 3" is another upgrade of XCMG's cross-border marketing. Brand joint and cross-border are not the superposition of two LOGOs, but mutual empowerment to achieve a brand marketing and promotion effect of 1+1>2. Through differentiated brand linkage,Continue to expand brand influence and make niche industrial culture and industrial brands more popular, so as to cultivate more supportive groups and user groups for the brand itself and for China.

In addition, working with "The Wandering Earth 3" once again not only continues XCMG's two-way empowerment between hardcore industrial equipment and Chinese science fiction, but also reveals a new path for China's manufacturing industry in the process of globalization: the creation of brand culture output and value resonance. From the single "product going overseas" in the past to the realization of "brand going overseas" through film and television works, it confirms that in the context of increasingly fierce global market competition, the "out overseas thinking" at the strategic level is also undergoing a qualitative change.

When the film industry meets China's intelligent manufacturing, it not only sparks on the screen, but also gave birth to the innovative development of the real industry. The "hard core" product strength, brand strength and cultural charm of a major country have achieved a "two-way rush" that has been cross-bordered and successful. In the future, through brand cross-border, industry will no longer be cold mechanical manufacturing, but will become a culture and fashion that integrates life.

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