#China #Taicang #RAINBOWCO #GENMA #KOCH

RAINBOWCO Announces Strategic Brand Transition

RAINBOWCO, a globally recognized leader in high-end port container equipment, has declared a significant transformation in its brand strategy, effective September 1, 2025. The company aims to consolidate its brand identity by transitioning the production of port container equipment from a joint brand, GENMA-KALMAR, to a singular focus on the GENMA brand. This strategic shift represents a key maneuver in bolstering GENMA's global presence and marks a new phase in RAINBOWCO’s expansion into upscale manufacturing.

Founded in 2003, RAINBOWCO boasts a robust portfolio that comprises two primary brands: GENMA and KOCH. With over 3,600 employees spread across five manufacturing bases worldwide, the company achieved remarkable revenues exceeding $1 billion in 2024. Its port container equipment is produced at Jiangsu Rainbow Industrial Equipment Co., Ltd. (RIC), a wholly-owned subsidiary located in Taicang, China.

The collaboration between RAINBOWCO and global equipment giant Cargotec began in 2004, leading to significant advancements in the port equipment sector. In 2012, a joint venture was established in Taicang to focus on the design, manufacturing, and global service of heavy port cranes under the dual branding strategy of KALMAR and GENMA. Following a strategic restructuring in 2020, the joint venture was rebranded as RIC, enhancing operational efficiency and bolstering localization efforts. By 2022, RIC secured global intellectual property rights for heavy port cranes from Kalmar and launched the GENMA-KALMAR co-brand, merging technological strengths to penetrate the upscale equipment markets.

With this latest brand update, GENMA will take center stage as the primary name in port container equipment, paving the way for new chapters in the competitive landscape for high-end manufacturing. Martin Wu, the CEO of RAINBOWCO, expressed that this rebranding is a significant milestone in their global strategy and an affirmation of the company’s commitment to the upscale equipment sector. He stated, “RAINBOWCO remains dedicated to expanding our global manufacturing presence and deepening localized service networks to provide efficient and intelligent solutions to customers worldwide.”

To facilitate this brand transformation, RAINBOWCO invites global partners and clients to discover the latest innovations under the GENMA brand. Upcoming events will showcase these advancements, including:

• - TOC Africa 2025: September 17-18, Morocco (GENMA SOLUTIONS_B10)
• - TOC Americas 2025: October 21-23, Panama (GENMA SOLUTIONS_E6)
• - TOC Asia 2025: November 25-26, Singapore (GENMA SOLUTIONS_C10)

In this pivotal moment, RAINBOWCO is poised to leverage its strategic restructuring to address the evolving demands of the global marketplace while reinforcing its status as a leader in high-end port equipment manufacturing. The transition to the GENMA brand is not just a rebranding; it is a declaration of RAINBOWCO's intent to innovate and excel in the competitive high-tech manufacturing sector.