In the past, equipment manufacturing enterprises go out, need a lot of both knowledge of products, but also understand the local market and customer needs of talent, which is a difficult thing. Relying on a few agents, business volume and difficult to make a breakthrough. At present, Hunan construction machinery enterprises are actively in overseas “localization” layout.
Sany Heavy Industry, a “charge an hour, work all day” of pure electric mini excavator, a debut to detonate the enthusiasm of customers to buy; Zoomlion with a “green storm” swept the scene, a total of 7 categories of 55 products exhibitors; Shanhe Smart to show the world Shanhe Smart show the world more than 20 high-end products such as self-developed series of excavators and skid steer loaders; Tiejian Heavy Industry through the cloud platform allows the audience to immerse themselves in the world’s largest underground engineering equipment manufacturing base …… Recently, the world’s attention of the mechanical feast – Bauma Germany in Munich, Hunan construction machinery and equipment as the representative of the “Chinese pavilion” full of harvest, become the exhibition of the dazzling “star”.
This is undoubtedly a miniature of Hunan construction machinery enterprises facing the domestic market dilemma, actively “open legs” to go out. In the past two years, by the domestic infrastructure and real estate market downward, steel and other commodities such as price increases and other multiple factors, the construction machinery industry growth rate back down. In this case, the gold mining international market, become the common choice of enterprises to rejuvenate. Opportunity came, how to go out, what is the key to go out? Leading technical strength is the best “door knocker”.
Promote internationalization strategy
In May this year, the news of Sany Group rewarding overseas employees once caused a sensation in the industry. The total amount of nearly 100 million yuan of incentives, covering the Group’s overseas regions and business units self-operated areas.
Behind the huge incentive, there is a realistic background of high-speed growth of the international market, but also highlights the determination of Sany Group to firmly promote the internationalization strategy.
Sany Heavy Industry recently released an announcement shows that: from January to September this year, Sany achieved international sales revenue of 25.88 billion yuan, a year-on-year increase of 43.7%. From excavation machinery to lifting machinery, to piling machinery, the main products continue to be popular overseas.
“In the first five months of this year, Sany’s excavator sales in the UK have exceeded the whole of last year.” The relevant person in charge of the group introduced.
The pace of international marketing of Shanhe Intelligent has also entered the “gear up and accelerate”.
With a train whistle, carrying hundreds of excavators of the China-Europe Class (Changsha) Shanhe Intelligent special train, from Changsha to Europe. Now, Shanhe Intelligent excavators in Europe has more than 20,000 units.
“In the first half of this year, the company’s exports increased by 60% year-on-year, of which the category of mining equipment grew by 200%.” Shanhe Smart International Market Development Center Director Li Sha said.
Affected by the epidemic, foreign customers can not come to the factory for field acceptance of equipment, Tiejian Heavy Industry will open online cloud acceptance mode. In the first nine months of this year, Tiejian Heavy Industry signed 11.706 billion yuan of new contracts (winning bids), an increase of 26.92% year-on-year; of which 1.225 billion yuan abroad, an increase of 116.04% year-on-year.
“We are fully promoting the shield machine and other tunneling equipment to achieve ‘Chinese equipment, equipped for the world’.” The relevant person in charge of Tiejian Heavy Industry said.
“The increasing global demand for infrastructure investment provides room for the growth of overseas business.” Changsha Construction Machinery Industry Association Executive Secretary Yuan Zhen believes that this year, Hunan construction machinery enterprises overseas market continues to improve, both for the reasons of the enterprise’s initiative to break through, but also the real factors of rising demand for foreign infrastructure. In his opinion, although the foreign market orders are hot, but the proportion is not high, there is still a lot of room for improvement in the future.
Be a local enterprise
In the past, it was a difficult thing for equipment manufacturing enterprises to go out and need a large number of talents who know both the products and the local market and customer needs. Relying on a few agents, business volume and difficult to make a breakthrough. At present, Hunan construction machinery enterprises are actively expanding overseas markets and making “localization” layout.
On August 15, local time, the first excavator produced by Sany Indonesia “Lighthouse Factory” came off the line, marking the completion and operation of the first overseas “Lighthouse Factory” in China’s construction machinery industry. The factory, with a total investment of 200 million yuan, mainly produces 13-ton to 55-ton excavators for the Southeast Asian market, with an annual capacity of 3,000 units in the first phase.
Zoomlion has set up a complete global R&D, production, marketing and service network. Last year, the new factory in Europe built by Zoomlion was in order operation, and the layout of overseas production bases was upgraded; the enterprise also launched a new model of semi-bulk assembly of trailer pumps in India, and the local manufacturing system was further improved.
At present, Zoomlion has molecular companies and marketing and research institutions in more than 40 countries, more than 100 sales outlets, 9 production bases, 38 trading platforms and 10 spare parts centers, and its products and services have covered more than 130 countries and regions. It is worth mentioning that in this year’s Bauma, more than 50% of the various high-end products brought by Zoomlion are made locally in Europe.
“It is the development strategy of Chinese enterprises to go out, and the key is to localize, to integrate into the local culture and to be a local enterprise.” Zhan Chunxin, chairman of Zoomlion Heavy Industry Co. once asserted.
Today, this statement is being verified by Hunan construction machinery enterprises, including Zoomlion.
Since entering the Korean market in 2013, Shanhe has not only launched a number of innovative pile frame products, but also established a Korean subsidiary, Shanhe Korea Co. in 2018 to ensure shorter delivery lead time and better after-sales service. At present, the sales of Shanhe’s pile frame products have been the first in the Korean market for three consecutive years and are growing year by year.
Technology and service
Zoomlion’s 50-ton “twin” oversized movable boom tower cranes have joined hands to build the tallest building around the Mediterranean region – Istanbul International Financial Center, which has become a beautiful landscape decorating the future landmarks in Turkey; in the Moscow subway project, TRC’s five shield In Moscow subway project, Tiejian Heavy Industry five shield machine is like “five golden flowers”, successfully challenge the extremely cold operating environment of -35 degrees Celsius, become a model of Chinese tunneling machine overseas construction …… want to occupy a place in the international market, the leading technical strength is undoubtedly the ” knocking brick”.
Bauma Germany, Sany’s pure electric cranes, pure electric mixers, pure electric excavators and other new products attract numerous eyes. Among them, jointly developed by Sany and Putzmeister, China’s first electric mixer to gain access to the European market has passed nearly 80 stringent certification tests.
In response to the international and domestic market demand for green energy saving, electrification is becoming an important development direction for Sany Group. “It is expected that by the end of this year, more than 50% of the R&D staff of the entire Group will be engaged in electrification R&D business.” Sun Chunhua, head of product planning at Sany Group’s R&D management headquarters, said.
There is technology but also service. With outstanding R&D strength, service capability and brand influence, Tiejian Heavy Industry has won a good reputation in the domestic and international markets and become the ace of Chinese roadheading machines. Tiejian Heavy Industry’s shield machine has blossomed in the construction of Indian subway, Italian high-speed railway, Sri Lanka water diversion project and other projects.
“China’s high-end underground engineering equipment from running with, and then to lead, ‘world equipment, equipment China’ has become the past, ‘Chinese equipment, equipment world’ is becoming a reality. “Tiejian Heavy Industry Party Committee Secretary, Chairman Liu Feixiang lamented.
Relevant data show that, at present, the domestic tunnel boring machine represented by Tiejian Heavy Industry occupies two-thirds of the global market share, to achieve a “retrograde”.