Export of Automatic Ice Cream Vending Machines: How Did We Sell Our Machines to Over 3,000 Regions?

I remember at an exhibition in Italy, a customer pointed at our machine and asked, "Can this kind of machine be used in our country?" I smiled and replied, "It's already in use there." Indeed, our machines had already entered 26 countries by then. But to be honest, the journey wasn't an easy one. Through this article, I want to talk about how we sold our ice cream vending machines to the global market.

Supply Chain and Manufacturing System: A Solid Foundation for Global Layout

The manufacturing system of the factory is of great importance. We currently have two professional production lines, but they are specially designed into a flexible manufacturing mode. That means the same production line can produce the B83 model today and switch to producing the B86 model tomorrow without any problems. Currently, our annual production capacity is about 6,000 units, and we can adjust the output of each model at any time according to the order situation.
To be honest, in the early days, we took some detours in parts procurement. Now we've become wiser—we purchase key components directly from top global suppliers. For example, we use compressors from Embraco (Italy), condenser fans imported from Germany, and sensors from Omron. These may sound a bit professional, but simply put, we entrust each core component to the manufacturer that is most proficient in producing it.
As for the contradiction between standardization and customization, our solution is: maintain standardization for basic machine models to control costs; however, in terms of specific configurations, we support more than 20 customization requirements. For instance, aspects like the appearance color, voltage specifications, and payment system can all be adjusted according to the local conditions of the customer.
The hardest part is not production, but how to transport the machines to the destination in perfect condition. The packaging requirements for the same machine are completely different when it is shipped to Germany versus Thailand.
Later, we developed a five-layer packaging method: from stretch film to wooden cases, each layer has its own specifications. For example, machines shipped to Southeast Asia require special attention to moisture resistance; while those shipped to Northern Europe need to focus on anti-collision protection. Depending on different transportation methods and different countries, we adjust the key points of packaging for our machines. The goal is to ensure that customers receive the machines in intact condition, so that the machines can operate normally in every region, truly helping customers save costs and make profits.

Certification and Compliance System: The Passport to Entering the International Market

When it comes to certification, it is definitely the key to entering the international market and the passport for export. When we first entered the European market, obtaining the CE certification alone took nearly half a year. But with this certification, customers can save a lot of time when purchasing the machines.
Now our machines have obtained certifications such as CE, NSF, ETL, RoHS... To be honest, these certifications do cost a lot of money and time, but they are worth it. A Brazilian customer once told me, "Seeing all these certifications of yours, I feel at ease." Certification is not only a market access requirement, but also a reflection of brand credibility.

Localization of Machines: More Than Just Translation

In the beginning, we thought that translating the interface into the local language would be enough. Later, we realized that things were not that simple.
For example, in France, customers pay special attention to the aesthetics of the equipment; in Spain, they have extremely high requirements for hygiene standards; while in Southeast Asia, people are more concerned about whether the machines can withstand high temperatures and high humidity. Now, every time we enter a new market, we first conduct research to understand the local people's usage habits. We then make the machines more in line with local usage needs (such as language, payment methods, voltage, etc.). Only by doing so can we encourage customers who buy ice cream to make repeat purchases and truly recognize that this machine is designed to serve them.
After years of engaging in globalization, my biggest insight is: there is no one-size-fits-all solution. Every market has its own characteristics, which require us to take the initiative to understand with care. The reason why our machines can now operate stably in over 3,000 regions such as German airports, British stadiums, and American shopping malls is precisely due to this care.