What I’m about to discuss is something industry insiders should already be aware of. Perhaps you know everything I’m going to say, or maybe just parts of it.

I’m also using this article as a way to establish my presence and exchange thoughts with fellow professionals.
Initially, I wanted to engage in the export of engines. For decades, I have aspired to work in the industrial products sector, but my mindset was always confined to the employee mentality. Whenever I thought about changing careers, my first instinct was to apply for jobs at other companies. Given that my educational background is unrelated, transitioning was extremely difficult.
After the subsidiary I was managing shut down in 2022, I completely abandoned the idea of being an employee.
I then started researching YouTube, studying its algorithms and effectiveness. I experimented with re-uploading other people’s videos, got banned, experienced copyright issues firsthand, and finally learned how to appeal and defend my rights. I also started from scratch in video production and developed my own style. Eventually, I experienced the thrill of having a single video reach 5 million views. However, it took me two years of tinkering before I truly began my YouTube journey.
The struggles along the way are too many to list.
How I Got Into the Excavator Business
After entering the excavator industry, I realized that very few people in Shanghai are in this business. The network I joined is primarily based in Hefei. Shanghai’s Songjiang district used to have a large market, but due to various regulatory restrictions, businesses moved their excavators to Hefei—which is where I am now.
This market doesn’t have an official name, but industry insiders all know about it. Marketing strategies are useless here, so nobody cares about fancy promotions. If I had to describe it with a single keyword, I’d say: "Sishu Bridge".
So, let’s call it the "Sishu Bridge Market".
When everyone was making insane amounts of money in this industry, I wasn’t part of it yet. I entered late, so all I can do is listen to the veterans reminisce about the days when they literally counted cash until their hands cramped.
Why I Chose This Industry
I am fully aware of the current state of the construction industry, but I still chose to enter the excavator business for my own reasons:
It should be a traditional, low-end industry that won't face regulatory wipeouts. Finance, healthcare, and elderly care are not options. High-tech? You need the skills to compete.
It should have high-value products, so customers don’t drive you crazy. Small retail items on Taobao won’t work.
It should involve standardized products, so customization isn’t necessary. Customization is hard labor that shortens your lifespan. Graphic design, programming, and web development all fall into this category.
It shouldn’t be heavily reliant on connections, where a few people monopolize the entire business, leaving no room for newcomers. Industries like food additives, mining, and exclusive import distribution are impossible to enter unless you got in 20 years ago.
I am just an ordinary farmer’s son from Shanghai, like many university graduates across the country—having some knowledge but no resources. At 30, I accepted reality, and at 40, I’m still searching for my path.
My Initial Experiments: Nail Art & Engines
I first experimented with nail art and engine exports.
Due to time constraints, I started with engines. But after testing the waters, I found that engine prices were too low. Often, the shipping costs for a single export order exceeded the value of the engines themselves. Unless dealing with bulk orders, it was simply unfeasible.
Ultimately, I felt that excavators were a better choice. Of course, there may be even better industries or products, but with my limited vision and no mentor, this is as far as I can see.
The Current State of Excavator Sales
In China, Douyin, Kuaishou, and WeChat Moments have been the main marketing platforms for excavator sales. These were effective in previous years, but now everyone is competing fiercely, and the market is oversaturated. Posting more videos doesn’t help anymore.
So, the more technically skilled sellers started moving to TikTok. Since last year, Chinese excavator exports have been increasing, with sellers not only targeting TikTok’s international audience but also shipping machines directly to Southeast Asia and Central Asia.
If you want to see how competitive the industry has become, just search for excavators on Alibaba’s English site. Every company labels their products with:
- "Hot Sale"
- "Low Price"
- "Good Performance"
- "Low Cost"
- "High Quality"
It’s all the same.
Government Crackdowns on Second-Hand Excavators
At one point, I wondered why used XCMG excavators weren’t being sold on Alibaba. Then I learned that XCMG doesn’t allow it.
In February, a group of government inspectors suddenly arrived at the market, checking every excavator. Anyone selling SANY machines got heavily fined—with some sellers losing 50,000 RMB per machine.
The reason? SANY was cracking down on counterfeits.
At a macro level, China’s shrinking construction industry has hurt SANY’s sales. At a micro level, the second-hand market was hurting their new machine sales.
Why Government Crackdowns Are Actually Good for Us
Luckily, my focus was never on the domestic market. These crackdowns don’t affect me at all.
In fact, the more they crack down, the happier I am:
- If no one dares to sell SANY in China, machine owners will be forced to sell them cheaply.
- This lowers international prices, allowing us to sell even more second-hand SANY machines overseas.
- Eventually, even SANY’s new machines will be impacted internationally due to the flood of cheap second-hand models.
I just want to ask SANY’s executives: Are you guys stupid?
- No matter how many fines you issue, you won’t increase domestic sales.
- You can’t block international sales.
- In the end, you’re only hurting your own brand.
Going Global: How to Compete
Since the domestic market is too restrictive, let’s compete internationally!
- Tools
Cheap VPNs or proxy tools will get your accounts banned. Ideally, you should set up a dedicated overseas server or a proper foreign network connection. Platforms
- SEO & Websites
SEO is a scam now. I have 20 years of SEO experience, and I can tell you it’s a waste of money. Instead of investing in SEO, you might as well donate to me!
Final Thoughts
After testing 20+ industries, I can confidently say:
Compared to my past industries, the excavator business is absolutely fantastic!