The secret of Sany excavator's continued leadership

Since 2011, Sany has won the crown of excavator sales in the Chinese market of 5656, and Sany has firmly maintained its leading position for four consecutive years. Recently, Yu Hongfu, vice president of Sany Heavy Industry and chairman of Sany Heavy Machinery, talked about the secret of Sany excavator's continued leadership in the industry micro-magazine "Iron Fist".
 

 

Tip 1: Find the right positioning, so that the enterprise continues to become stronger

"What's the secret to staying ahead of the curve? It is to always adhere to the customer-centric, so that customers get more value. Yu Hongfu believes that customer-centric, although many companies in the industry are "insisting", but this insistence is often only expressed in words, once implemented in action will be discounted.

"For example, many people are very concerned about what Sany is doing, what are the new trends of Sany? In fact, what they should be more concerned about is what changes are made in the customer's living environment and what changes are the customer's needs? And then adjust the strategy according to the changes of customers, because each company's customer group is different, the company's own situation is also different, and the market strategy adopted should naturally be different. "More often than not, businesses are not defeated by competitors, but abandoned by customers.

In Yu Hongfu's view, every company has the opportunity to find its own living space in the market, and the key is to accurately position itself. "The question is not what do you have? What can be sold? It's what the customer needs? And whether you can provide this product to the customer, in other words, whether your supply can match the customer's demand. ”

If a company can't provide more value to customers, it shouldn't exist, and in the face of the ever-changing market situation, the company should always maintain a sense of crisis, and ask itself from time to time, "Why do I survive and not others?" ”

"At the beginning, because of the strong stimulus of four trillion yuan, many enterprises can develop by hitchhiking regardless of their strength, and the business philosophy at that time was that the big fish eat the small fish, and the fast fish eat the slow fish! Now it is different, the size of the enterprise is no longer the decisive factor that restricts the survival and development of the enterprise, but instead of the strength of the weak, only to make the function stronger, so that they are really strong, in order to better survive! ”

 

Tip 2: Change perspectives, opportunities are yet to be discovered

Under the new normal, economic development is facing greater challenges, and for the construction machinery industry, the continuous adjustment for several years has made many enterprises exhausted and at a loss in the face of the future.

"Pessimism will only increase the pressure and will not help solve the problem in the slightest, so you must change your mindset and deal with it positively. In fact, there are still many opportunities in market segments, but enterprises must change their perspective, look at it from the user's standpoint, see what the user needs, and whether you have the ability to meet him. ”

"It has been said that blindly raising service standards will spoil customers, precisely because they do not see the needs of customers, or do not have the ability to meet such high standards. Sany insists on being customer-centric, which is to make every effort to meet the various actual or potential needs of customers, no matter how high and demanding the standards are. ”

"The same is true for relationships with agents. Many companies are jealous of Sany's agent system, why are the agents with strong combat effectiveness and loyalty under Sany? What I want to say is that how you treat others, others will treat you, and the support of the enterprise to the agent determines the support of the agent to the enterprise. From the agent's point of view, what support do they need in the current environment? Can you give it to him? If you can, then congratulations, if you can't, then you're in trouble! ”

 

Tip 3: How big the heart is, how big the stage is

"A person's vision determines his development height, and the same is true for enterprises!" Yu Hongfu said that Sany's vision is to contribute a *5653 brand to China, and the most important thing is that this is not only the wish of Liang Wengen, chairman of Sany Heavy Industry, but also the core management of Sany, Sany's agent alliance and Sany's employees, etc., everyone agrees with this vision from the bottom of their hearts and is willing to work hard for this goal.

Under the guidance of this vision, every employee treats work as a career, binds individuals and enterprises together, and works hard, so that we can be indifferent to all kinds of setbacks on the journey, because these are temporary. The ups and downs of the market will never change the direction in which the business is headed! ”

The data shows that in the first 7 months of this year, the domestic market share of Sany excavator reached 17.8%.Big digging, to achieve a full range of excavator market share increase. The brand image of Sany excavator *5653 is about to come out.