Xinhuanet: Sany Heavy Industry's experience in developing the Brazilian market

Source: Xinhuanet

Xinhuanet Rio de Janeiro, April 21 (Reporter Yang Limin) Cui Zhongyang, deputy general manager of Sany Group and general manager of Latin America, said in an interview with Xinhua News Agency reporters a few days ago that since Sany Heavy Industry entered Brazil, sales have continued to grow, and the market share has risen steadily, and the secret lies in the fact that the group has firmly grasped the huge opportunity for the rapid development of infrastructure construction in Brazil by virtue of excellent product quality and after-sales service, coupled with a steady development strategy.

In recent years, Brazil's economic growth has been sluggish, and business operations have generally been difficult, but Sany Heavy Industry Brazil has bucked the trend. According to the data, in 2010, the company's sales in Brazil were 200 million yuan, and in 2011, it increased by 255% to 710 million yuan. In 2012, despite the unfavorable situation of Brazil's economy growing by only 0.9%, Sany Heavy Industry's sales still achieved a 48% increase of 1.05 billion yuan.

Cranes and excavators are Sany Heavy Industry's two major products in the Brazilian market. In 2012, Sany Heavy Industry had a market share of more than 30% in the crane market in Brazil, ranking *5656 for the second consecutive year, and in the more competitive excavator market, Sany more than doubled its product share in 2012 compared to the previous year, rising to 5%.

Cui Zhongyang introduced that as the venue of the 2014 World Cup finals and the main venue of the 2016 Olympic Games, the Maracanã Stadium used in its renovation project includes Sany heavy industry products. In addition, Sany cranes, excavators and rollers are used in major projects such as the Olympic Sports Center, the Olympic Village, Vale's iron ore mine, Manaus City Airport, Belloshan Hydropower Station, and the São Paulo Ring Road.

Talking about Sany's success in Brazil, Cui Zhongyang said that high cost performance and good after-sales service are the most important factors for Sany products to win the local market. He emphasized that the most outstanding advantage is the high cost performance of Sany products. At the same time, the strong domestic R&D team can upgrade and improve according to the needs of local customers and develop new products.

In addition, Cui Zhongyang pointed out that the current achievements of Sany in Brazil are also due to the cautious and steady strategy that Sany Group has adopted to explore new markets. In 2007, Sanyi began to send personnel to Brazil to conduct in-depth research on the local market, and made a thorough study and judgment on the capacity, layout, customer preferences, and local policies of the Brazilian construction machinery market before deciding to invest.

The construction of venues for the World Cup and the Olympic Games and the construction of urban road traffic have brought huge business opportunities to the Brazilian construction machinery industry, and Sany Heavy Industry has seized this opportunity to open up the market. After the two major sports events, the Brazilian government will improve infrastructure construction as the focus of accelerating economic growth, and Brazil's demand for construction machinery and equipment will continue to grow, which is a huge benefit for Sany.

According to the company's plan, in addition to construction machinery, Sany Heavy Industry will develop agriculture and agriculture in the next two yearsForestry machineryTo create a new profit growth point, and strive for sales of 3 billion yuan in 2015. Sany also plans to list on the São Paulo Stock Exchange, becoming the first local Chinese company to be listed in Brazil.

Cui Zhongyang said that Sany Heavy Industry is confident that it can enter the top three in the Brazilian construction machinery industry within three years and become one of the top M* brand enterprises in the industry within five years.