#China #Nantong #RAINBOWCO #GENMA #KALMAR

RAINBOWCO Enhances Brand Strategy for GENMA

In a bold move to solidify its position in the high-tech equipment sector, RAINBOWCO (SZ002483) has announced a major update to its brand strategy. This initiative is set to unify the joint brand GENMA-KALMAR under the single brand name GENMA effective September 1, 2025. This consolidation aligns RAINBOWCO with global trends aiming for clearer branding and effective synergy with its established KOCH brand.

As a significant player in the high-tech equipment market, RAINBOWCO has established itself as a leader worldwide. The company is renowned for providing advanced lifting solutions that cater to a variety of industries, including shipyards, offshore engineering, and terminal operations. By merging GENMA-KALMAR into a unified brand, RAINBOWCO aims to streamline its operations and enhance its international market presence.

The Highlight of the Brand Evolution

The transition to the GENMA brand will not only simplify the company’s offerings to global customers but also enhance its competitive edge in the industry by promoting a singular brand identity. GENMA is known for its comprehensive lifting solutions, including:

• - Lifting solutions for shipyards/warehouses/workshops
• - Offshore engineering lifting solutions
• - Bulk cargo handling solutions
• - Terminal cranes
• - High-performance multi-functional loaders

The original GENMA-KALMAR brand was a collaboration with Finnish firm KALMAR, a leader in sustainable solutions for loading and unloading operations. The joint brand specialized in rubber-tired gantry cranes (RTG), rail-mounted gantry cranes (RMG), and ship-to-shore cranes (STS) tailored for global container ports. This rebranding will effectively absorb the capabilities of KALMAR, further expanding GENMA’s innovative solutions.

Integrating Legacy Brands for Future Success

Moreover, RAINBOWCO's acquisition of KOCH in 2019, known for handling bulk material solutions for over 80 years, underscores the company’s commitment to providing complete industrial solutions. The integration with KOCH has positioned RAINBOWCO as a comprehensive supplier that encompasses the entire value chain for bulk material handling.

Susan Zha, the General Manager of the strategic division, emphasized the importance of this brand update by stating, "This transition reflects our commitment to managing our brand more effectively. We believe that consistency in our technology products, supply chain systems, and service programs will lead to greater success in the market."

This strategic shift follows RAINBOWCO's acquisition of KALMAR's heavy crane business in 2022, a move that has strengthened the technical capabilities and global operational reach of GENMA-KALMAR. Early accomplishments from this integration include the successful deployment of 40 RTGs for Damietta and 50 RTGs for Marsa Maroc, signaling a promising start.

Looking Ahead: A Focus on High-Tech Equipment

As highlighted by Martin Wu, CEO of RAINBOWCO, the company’s core focus remains on high-tech equipment. "At RAINBOWCO, our commitment to high-tech equipment is unwavering. As we expand our manufacturing and assembly bases, we look forward to serving our global customers better than ever," he remarked.

Founded in 2003, RAINBOWCO boasts five manufacturing bases and over 3,600 staff worldwide, with annual revenues exceeding $1 billion as of 2024. The company invites global partners to visit their GENMA SOLUTIONS_J18 booth at the upcoming TOC Europe 2025 event, scheduled from June 17 to 19, 2025, to showcase the latest innovations and advancements.

For further information, visit GENMA Solutions.