#China #Nantong #RAINBOWCO #GENMA #GENMA-KALMAR

RAINBOWCO Enhances Its Global Brand Strategy

In a significant move to bolster its influence in the premium equipment market, RAINBOWCO (SZ002483), a global leader in high-end manufacturing, has announced an essential update to its brand strategy. Effective from September 1, 2025, the company will unify the joint brand GENMA-KALMAR under the single name GENMA, aligning with the global trends toward the consolidation of the premium equipment market. This strategic merger aims to streamline brand identity for GENMA and enhance synergies with the KOCH brand, which has been a significant part of RAINBOWCO's portfolio since its acquisition in 2019.

Transition to a Unified Brand Name

The rebranding effort reflects RAINBOWCO's commitment to developing a clearer brand identity and operational transparency. Susan Zha, the CEO of RAINBOWCO's terminal container solutions business unit, emphasized that this brand change is vital for future operations. She stated, “This shift demonstrates our dedication to better manage our operations across our brands and harnessing product technological standards, supply chain frameworks, and service protocols to achieve greater market success.”

As part of its strategy, RAINBOWCO aims to provide better service to clients globally while expanding its production and assembly bases. The updated approach is geared toward establishing GENMA as a paramount name in the premium equipment landscape, focusing on innovative solutions and high-quality outputs.

GENMA Products and Solutions

The GENMA brand will continue to offer high-end equipment worldwide, focusing on five critical solutions:

• - Lifting systems for shipyards, material storage, and workshops
• - Lifting solutions for shipbuilding and offshore engineering sectors
• - Equipment for bulk material handling
• - Terminal cranes
• - Efficient, multifunctional feeders

The joint operations previously branded as GENMA-KALMAR, known for their specialized RTG, RMG, and STS systems for global container ports, will shift entirely to the GENMA identity in September. This transition is expected to enhance clarity for clients and stakeholders regarding the offerings and capabilities of RAINBOWCO.

Strategic Partnerships and Integrations

In 2022, RAINBOWCO strategically acquired KALMAR’s heavy-lift crane business, which provided an opportunity to combine efforts and create a cohesive team that has significantly boosted technical ability and operational reach for GENMA-KALMAR. The initiative has already led to remarkable achievements, including the successful delivery of 40 RTG cranes for Damietta and 50 RTG cranes for Marsa Maroc. These installations are vital to improving terminal efficiency and operational excellence in the logistics chain.

Martin Wu, CEO of RAINBOWCO, confirmed the company's focus on premium equipment. “At RAINBOWCO, we prioritize high-end machinery, and as we continue to grow our production capabilities, we are committed to better serving our global clients,” he added, highlighting the ambition and future direction of the company.

Founded in 2003, RAINBOWCO has established five manufacturing bases and employs over 3,600 people worldwide. The company reported over $1 billion in annual revenue for 2024, marking significant growth within its dedicated markets.

Upcoming Engagements

As a part of its strategy, RAINBOWCO invites global partners to visit them at TOC Europe 2025, scheduled for June 17-19, 2025, where they will showcase their latest innovations at the GENMA SOLUTIONS stall (J18). This event will serve as a platform for RAINBOWCO to demonstrate its commitment to premium equipment solutions and engage with potential partners in the industry. For more information, visit GENMA SOLUTIONS.

Through these strategic shifts, RAINBOWCO aims to confirm its position as a frontrunner in producing high-quality equipment, while also fostering a collaborative atmosphere that paves the way for future advancements and innovations in the field.