China News Network: The Chinese power of the world's construction machinery has won overseas markets by changing blood and upgrading

Source: China News Network Author: Zhou Na Liu Shuangshuang

On March 22, local time, the 2011 Las Vegas International Construction Machinery Expo was held as scheduled. Construction machinery companies from all over the world gathered together in Las Vegas, known as the "desert oasis", to present the world's construction machinery products with the world's *5661 specifications this year. In the exhibition, the Chinese Legion of Construction Machinery showed the world the Chinese power of construction machinery with its unique culture and high-quality products.

From the booth area, functional design, display methods, and even the performance lineup, Chinese brands have fully demonstrated their strength. Sany Group has become the popular king of the exhibition hall with its "localized" products, and only 17 sets of lifting equipment have been signed and sold in *5656 days. In addition, Sany, XCMG and other enterprises will print their own logo of product models, clothing and other peripheral souvenirs to the exhibition. In terms of on-site activities, Sany is more attractive in the interpretation of the brand, and the image films of "I have a SANY" and "wholeheartedly * can" give life and emotion to the products, reflecting the positive confidence of Chinese enterprises.

In fact, this is the third time that China's construction machinery enterprises have embarked on the stage of stretching. The president of Sany Heavy Industry told Wenbo in detail about the process of China's construction machinery enterprises represented by Sany.

In 2005, Sany made its debut in Las Vegas. As a newcomer on the world stage, Sany handed over the "tuition": none of the Sany exhibits were sold because they did not meet American standards. Several products were "traveled" to the United States once and then shipped back to China.

In 2008, Sany participated in the Las Vegas exhibition for the second time. This time, Sany took out 18 star products to participate in the exhibition, including concrete machinery, road construction machinery, excavation machinery, lifting machinery,Piling machinery, port machinery and other series, among which the 66-meter pump truck that broke the Guinness World Record at that time became a landmark of the exhibition; At the same time, Sany's exhibits began to have products that meet American standards. However, at this time, Sany still has a considerable gap in front of the "giants" of the world's construction machinery industry such as Caterpillar. Although there are products that meet American standards, there are not many of them.

In March 2011, when we participated in the Las Vegas exhibition for the third time, more than 90% of the 21 products in Sany's 21 exhibits met American standards and were truly tailored for American customers. "The highlight of this exhibition*5655 is that almost all of our exhibits meet American standards and are created by a user-level global R&D team. Whether it is product R&D and design or on-site sales service, Sany uses localized talents and resources. Xiang Wenbo told reporters.

From *5656 times 5 exhibits because they do not meet American standards, none of them were sold and all shipped back, to the Sany with 21 exhibiting products, 4600 square meters of exhibition area stunning appearance in the United States exhibition, its stark contrast reflects not only the trajectory of the rapid development of this Chinese heavy industry enterprise, but also the confidence and strength of China's construction machinery industry to rapidly promote internationalization and compete with the world giants.

In the past few years, China's construction machinery industry has completed its self-replacement and promotion, the scale of the industry has grown rapidly, the strength of the enterprise has been increasing, and the market increment has maintained an average rate of more than 20%. While foreign brands have entered the Chinese market with unlimited potential, Chinese construction machinery enterprises that have experienced many international exhibitions have taken more confident steps towards overseas markets with strategic significance.

At the end of 2006, Sany Heavy Industry invested 60 million US dollars in Pune, India, to build construction machinery manufacturing base, which opened the curtain of Chinese construction machinery enterprises to enter the overseas market. Since then, Sany Heavy Industry has successively built R&D and manufacturing centers in the United States, Germany and Brazil; Liugong India and North America companies were established; Zoomlion acquired CIFA and established financial leasing companies in Australia, Russia, Italy, the United States and other countries.

"Internationalization should first consider localization. Localization is the foundation of internationalization, including the localization of products and talents, and even the localization of production and operation systems. When talking about the lessons learned from Sany's overseas development, Xiang Wenbo repeatedly emphasized localization. He said that there may be thousands of roads to internationalization, and the localization development path chosen by Sany Heavy Industry is to achieve a high degree of unity between its own development and local development, corporate interests and national interests.