China Economic Net: Inheritance of "heavy genes" Sany excavator quality growth secret

Source: China Economic Net

According to a research report released by CICC, the excavator industry sold 7,537 units in October, an increase of 23.7% year-on-year and 8.9% month-on-month in September. Among them, Sany Heavy Industry excavator sales reached 1,043 units in October, a significant increase of 66.3% year-on-year.

The industry predicts that with the promotion of the "new urbanization" of the Third Plenary Session, rural water conservancy construction and municipal engineering will be further strengthenedMini excavatorsneeds. The C9 series mini excavator launched by Sany in November is more energy-saving, environmentally friendly, efficient and reliable in performance, and is expected to be favored by the market.
In the context of the overall downward trend of the general environment and the intensification of competition in the industry, Sany Excavator has always maintained its leading position and achieved contrarian growth. Why?
The answer of Sany excavator people is very simple: "It is to adhere to the simple and profound business philosophy and logic, not as complex as the outside world imagines, and to really say it, it is to adhere to the values of Sany 11: focus on one thing, focus on quality, and quality changes the world." ”
In fact, the development history of Sany excavator is a history of continuous breakthroughs and innovations in the fields of R&D, manufacturing and service.
Ten years ago, Sany * 5656 excavator products were a "double proportional valve, full electronic negative flow" product, which took more than a year to develop and market, but the test marketing results were bleak. If you want to make a breakthrough, strengthening your R&D capabilities is the top priority of *5656.
Yu Hongfu, vice president of Sany Heavy Industry and chairman of Sany Heavy Machinery, said that Sany will spend 6%-7% of its sales revenue on research and development every year.
Through years of continuous investment, Sany Heavy Machinery has built a new technology R&D center and test center of *5655 in its domestic counterparts, and cultivated a R&D team composed of more than 1,000 high-end R&D engineers and more than 40 foreign users, and established a R&D test system with a scale of *5655 in China.
With advanced R&D and manufacturing technology, Sany Heavy Machinery has successively developed 200-ton hydraulic excavators, hybrid hydraulic excavators, a new generation of positive flow excavators, pure electric small excavators and other innovative products with world-class standards. In 2011, it was approved to set up an academician workstation. At present, Sany Heavy Machinery's excavator models have fully covered 5T-200T large, medium and small digging series, more than 20 varieties.
There are more than 60 domestic enterprises supporting the production of Sany excavators, and there are more than a dozen well-known foreign companies; In the R&D team, there are users from Germany, Japan, Italy and other countries; The supplier team includes internationally renowned companies in the fields of machinery, automatic control, hydraulic technology, etc.
However, as a heavy machinery manufacturing enterprise, only by further mastering the core parts manufacturing technology can it become a landmark enterprise in the industry and become the leading edge of the decisive battle.
In recent years, Sany Heavy Industry has gradually entered the field of key excavator components such as four-wheel belt and slewing bearing, extending the industrial chain and enhancing the competitiveness of the whole line of products. At present, more than 40 types of slewing rings independently developed by Sany have been mass-produced. The breakthrough in the field of core components has greatly improved the performance and reliability of Sany excavators, reducing fuel consumption by 10-15%, increasing efficiency by 10-15%, and increasing reliability by 20-30%. This is also one of the important reasons why customers recognize Sany excavators.
In Liang Wengen's philosophy, quality is the starting point of Sany's value and dignity, and it is an uncompromising thing. Liang Wengen believes that Sany manufacturing excavators is not only to create benefits and value for shareholders, but also to show the ability of "Made in China" through high-quality excavators and enhance the self-confidence of the national excavator industry.
Therefore, manufacturing is another important link after research and development.
In 2012, Sany Heavy Industry's sales exceeded the second place by 6 percentage points, and it was "unbeatable" in the domestic market, which is inseparable from the lean manufacturing implemented by Sany.
On the basis of learning from Japan's Toyota production model, Sany has gradually improved a unique lean manufacturing system. In 2008, Sany first proposed the concept of SPS (i.e., Sany Production System). At the beginning of 2011, based on the prototype of the original SPS, Sany proposed a new Sany production method - SPS blueprint, that is, by building a high-quality talent team, building a platform that can produce high-quality products, and finally outputting high-quality products. Among them, the platform for high-quality output is composed of two software and hardware systems: the advanced manufacturing technology system and the advanced manufacturing management system.
This blueprint has been highly affirmed by Japanese users. Under the guidance of the SPS blueprint, Sany manufacturing reform has a clearer direction. Taking the Lingang Industrial Park, which is mainly dug in production, as an example, it is through the construction of the most advanced production line to improve the process level, enhance the degree of automation, and ensure the high quality of each product with the process of lean manufacturing.
At present, Lingang Industrial Park has 3 factories, which realize the "one stream" layout as a whole, and have the world's most innovative digital and automated flexible production line, an automated holographic assembly production line based on the automobile assembly line model, and the world's first humanized garden-style factory design concept, etc.
"Through lean manufacturing, the three core competitiveness of R&D, manufacturing and service are 'strung together' to make it a 'source of living water' for management innovation, which is the concrete embodiment of Sany's differentiated competition with quality." For the "lean manufacturing storm" set off by Sany, some users in the deep industry commented on it.
Of course, R&D innovation and lean manufacturing alone are still not enough.
"We treat customer requests and complaints as valuable resources, and first find ways to quickly solve customer complaints, and then talk about other things." Xiang Ru'an, vice president of Sany Heavy Industry, who is in charge of marketing, said, "Users have complaints and put forward all kinds of requirements, which is the driving force for Sany." ”
Over the years, Sany Heavy Industry has successfully built the service*5656 brand through the launch of 123 service value commitment, 110 service speed commitment, and 111 service resource commitment.
At the end of 2012, the user committee of the China Association for Quality released the results of the 2012 excavator average trouble-free time survey, and the average trouble-free time of the Sany excavator industry reached 1048.35 hours, surpassing the industry's competitive brands in one fell swoop, ranking in the industry. This is also since 2010, Sany excavator service satisfaction has been in the industry for three consecutive years, and the status of China's service *5656 brand has become more entrenched.
"China*5656" is the initial goal of Sany to enter the field of excavators, and now it has been achieved, what is the next goal?
In fact, the internationalization journey of Sany excavator has already been fully rolled out. Relying on strong international sales capabilities and sales network, Sany excavators have been sold to more than 40 countries on five continents, including North America, Europe, Asia, Africa and Latin America.
In 2012, Sany excavators and other equipment achieved 300% growth in Australia, becoming Australia's *5656 Chinese brand. In the emerging market of the Philippines, from January to April 2013, nearly 70 excavator sales orders have been signed. In addition, in March this year, the first rotary drilling rig also successfully landed in the Philippine market. In Taiwan, Sany excavator Taichung distribution network has been opened a few days ago, and Sany plans to open the same distribution network in Hualien, Taitung and Kaohsiung in Taiwan in the future. In addition, Sany excavators have achieved local production in Brazil, India and the United States, and the German excavator assembly line is also under full planning.
In the past ten years, Chinese private enterprises, which were once squeezed by foreign brands at the bottom of the market, are now active in the center of the industry stage, which represents the power of China's emerging local brands and shows the world the competitiveness of "China's high-end manufacturing".
"China*5656 is not our ultimate goal. We hope to contribute a *5653 excavator brand to China. Sany Heavy Industry President Xiang Wenbo said.