Sany has sold more than 2,000 units of equipment in Thailand, ranking among the domestic construction machinery companies.

 As the central country in Southeast Asia, Thailand has always been regarded as an important part of the globalization strategy by Chinese construction machinery companies, and it is also a bridgehead for various enterprises to go deep into Southeast Asia. At present, Thailand is still one of the top 10 excavator markets in the world. After nearly ten years of hard work, Sany has accumulated sales in Thailand2000Taiwan construction machinery and equipment, ranking first among Chinese enterprises.

Sany Thailand: A model for Chinese companies to go out

Back in2007In the year, the general manager of Sany Heavy Industry (Thailand) Co., Ltd. (hereinafter referred to as "Sany Thailand") came to Thailand, from personnel recruitment to the construction of dealer network to the promotion of Sany brand2009Sany Heavy Industries (Thailand) Co., Ltd. was officially established, and we witnessed and participated in every important development node of Sany in Thailand.

"Sany Thailand is a *5656 international subsidiary established after the subdivision of the organizational structure of Sany International at that time, as a new international marketing service branch of Sany *5656, it represents the beginning of a new round of expansion of Sany International's sales and service network." Sany Thailand has set up a new office in the heart of Bangkok, which means that Thai customers will have more opportunities to have direct contact with Sany and enjoy Sany's localization services. The company can provide customers with first-class equipment sales, after-sales, financing and other businesses, and can also provide diversified services such as training and technical support to customers' operators.

After nearly ten years of deep cultivation, Sany has accumulated sales in Thailand2000Taiwan construction machinery and equipment, ranking first among Chinese enterprises. TrinitycraneThe market share in Thailand has reached60%Sany excavator also ranks among the top five in the Thai market share.

from2016At the beginning of the year, Thailand's infrastructure construction efforts will increase year by year. He said that a series of infrastructure construction projects such as high-speed rail, light rail and railway stations will greatly stimulate the Thai construction machinery market, and Sany Thailand will usher in more development opportunities in the future.

Introduced a joint venture company to develop the excavator market in Thailand

However, at the beginning of entering Thailand, Sany also encountered a lot of resistance.

"Due to historical reasons, Thailand's construction machinery market started very early, and many international construction machinery giants entered Thailand fifty or sixty years ago. Therefore, Thai users are very professional and have very high requirements for the quality of construction machinery products, especially excavators. ”SANY THAIYONTManaging Director Yang Zhicai said.

SANY THAIYONTFormerly known as the distributor of Sany Excavator in ThailandTHAIYONTThe company, with the gradual deepening of the competition in the Thai market for Sany excavators, Sany realized that it is difficult to compete with European and American brands that have taken root for many years with the strength of dealers alone, whether in the layout of marketing outlets, services, support for accessories capabilities and continuous investment in key funds. Therefore, Sany Heavy Machinery innovatively invested in sharesTHAIYONTto form a joint ventureSANY THAIYONTto promote the expansion of Sany excavator in the Thai market.

"It takes time and accumulation for a new brand from China to be accepted by Thai users, and Thai users are also skeptical about Sany excavators, knowing that Made in China was not so trusted ten years ago." Yang Zhicai said, but Sany is confident in its own quality, in order to reassure customers, Sany let some customers try excavators for free1-2months, during this period if the customer has any dissatisfaction can be returned at any time, but until now, not a single customer has returned.

At the same time, Sany introduced "1137"and other service policies." Judging from the current setting of Sany's outlets in Thailand, these policies will increase Sany's operating costs. "ButSANY THAIYONTAccording to Zhang Jiaxin, executive director, as long as customer needs are met, these are worthwhile, which is also the only way for Sany to establish a global first-class brand.

"In the future, I believe that Sany Thailand will continue to lead the trend of service innovation and become the leader of the construction machinery sales and service industry in Southeast Asia. Talking about the future development and goals of Sany Thailand, Mo Rui said.