RAINBOWCO Transforms Global Brand Strategy to Enhance GENMA's Leading Position in Equipment Industry

RAINBOWCO's Brand Strategy Overhaul

In a bold move set to redefine its market presence, RAINBOWCO (SZ002483), a global leader in manufacturing high-end equipment, has announced a significant update to its brand strategy. Starting from September 1, 2025, the joint brand GENMA-KALMAR will be unified under the GENMA name. This decision aligns with the emerging global trends toward market consolidation in the high-end equipment sector and aims to create a clearer global identity for the GENMA brand,

As part of this strategic consolidation, RAINBOWCO seeks to establish synergies with the KOCH brand, which is an integral component of its portfolio. GENMA has made a name for itself by delivering top-notch equipment worldwide and offers five main lifting solutions:
1. Solutions for shipyards/material storage/workshops.
2. Marine and coastal engineering lifting solutions.
3. Bulk material handling solutions.
4. Terminal cranes.
5. Multifunctional high-efficiency material feeders.

The GENMA-KALMAR brand, a joint venture with the Finnish leader in sustainable material handling, KALMAR, specializes in RTG, RMG, and STS for global container ports. This brand will also transition to GENMA in September 2025. KOCH, known for its solutions in bulk material handling and with an 80-year history, was acquired by RAINBOWCO in 2019. This acquisition was further strengthened in 2023 with the integration of FLSmidth’s divisions for bulk materials and mining equipment, transforming KOCH into a comprehensive solutions provider covering the entire bulk material handling value chain.

Susan Zha, the CEO of SBU for terminal container handling solutions at RAINBOWCO, emphasized the importance of this brand innovation for future operations. She stated, "This transition reflects our commitment to better brand management, and we firmly believe that consistency in product technology standards, supply chain systems, and service frameworks will lead us to greater market success."

The brand innovation follows RAINBOWCO's strategic acquisition of KALMAR's heavy crane division in 2022, where they integrated a key team to enhance the technical capabilities and global operational reach of the GENMA-KALMAR brand. This initiative has already manifested significant successes, such as securing contracts for 40 RTGs for Damietta and 50 RTGs for Marsa Maroc.

Martin Wu, the CEO of RAINBOWCO, reiterated the company's focus on high-end equipment. "At RAINBOWCO, we are dedicated to top-grade equipment and are striving to provide better services to our customers worldwide by expanding our manufacturing and assembly bases," he said.

Founded in 2003, RAINBOWCO operates five manufacturing bases and employs over 3,600 people globally. The company’s annual revenue exceeded $1 billion for 2024. Brand representatives are inviting global partners to join them at the TOC Europe 2025 exhibition, taking place from June 17-19, 2025, where they will showcase their latest advancements at booth GENMA SOLUTIONS_J18. For more information, visit genmasolutions.com.