Sanxiang Metropolis Daily: Deeply cultivate the global market Sany Group's internationalization road has achieved a world brand

          Four years ago, Sany Heavy Industry spent more than 2.6 billion yuan to acquire the global concrete machinery giant Putzmeister, known as the "elephant", which set a record of "*5655 Sino-German transactions" at that time, which caused a sensation in the industry for a while. In the past 2015, Sany Heavy Industry's overseas market sales exceeded 10 billion yuan.

India, Europe, Russia...... From Asia to Europe to Africa, in addition to production and sales, including the construction of various R&D bases, today's Sany has undoubtedly become a shining business card in the field of Chinese construction machinery.

For Sany, the road of "going to sea expedition" is not very smooth. However, since 2002, when it successfully sold 5,656 batches of equipment to the Moroccan market, this Hunan company has persistently adhered to the road of internationalization, overcoming difficulties and moving forward bravely, just like the Red Army soldiers who overcame obstacles and obstacles on the Long March 80 years ago.

"The Belt and Road Initiative is the 'spring' of construction machinery enterprises, and at present, 70% to 80% of Sany's overseas markets are in this economic corridor with the longest span in the world." The president of Sany Heavy Industry publicly stated to Wenbo.

The general said

Xiang Wenbo, president of Sany Heavy Industry, said that internationalization is a must, not something that can be done. A huge enterprise, the market is too concentrated, the ability to resist risks is not enough, we want to build Sany into a world brand, we must be internationalized.

In the process of internationalization, there are challenges from time and space, as well as challenges from localization, as well as some other unexpected challenges. ”

"Conquest" of Rio

Deep cultivation in South America,

Assist in the construction of Olympic venues

On August 22, at the 31st Olympic Games held in Rio, Brazil, the Chinese sports delegation ranked third in the medal table with 26 * medals and 70 medals. In fact, the Chinese elements of this *5653 sports event, in addition to the Liuyang fireworks at the opening ceremony, also have Sany Heavy Industry, which has begun to cultivate in the South American market.

Dare to take responsibility and be able to take the lead, the new Long March spirit of Hunan enterprises is appropriately manifested in the development of the Sany South American market. In the construction of Rio Olympic venues and infrastructure construction projects, Sany Heavy Industry's lifting machinery, excavators, road machinery and other products play an important role in the vanguard. In the construction of the Baja Olympic Park, which is regarded as the top priority of the Olympic venues, Sany Heavy Industry sent road rollers, excavators, concrete machinery and other equipment to participate in the construction of 7 new venues and 2 existing venues. These devices have also played an extremely important role in many important projects such as the Maracanã Stadium and Rio Metro Line 4.

This is not the first time that Sany Heavy Industry's equipment has been involved in major construction projects in Brazil. In 2014, in the preparation for the 20th World Cup, Sany participated in more than 60% of the stadium construction projects.

According to data from Sany Heavy Industry, at present, the company occupies an important position in the field of local construction machinery in Brazil, among which, crane sales have ranked in the market for many years*5656, with a market share of 40%.

Gorgeous counterattack

"Crush" for 18 years, 2.6 billion acquisition of "elephant"

Looking back at the landmark mergers and acquisitions in the construction machinery industry in the past five years, it is indispensable to mention that during the Spring Festival in 2012, Sany successfully acquired its own *5655 competitor German "Elephant" at a price of 2.6 billion yuan.

For Sany, it is a slightly long process from looking forward to surpassing and acquiring the industry leader in the field of construction machinery. At a press conference that year, Xiang Wenwei said emotionally, "We had a crush on Putzmeister for 18 years, and when we entered the industry 18 years ago, it was *5656, and if it was then, we couldn't imagine mergers and acquisitions." Xiang Wenbo revealed that just a little more than a month before the merger and acquisition was negotiated, Sany Heavy Industry was still in fierce competition with Putzmeister on an Indian project, but unexpectedly, the final merger and acquisition only took nearly half a month to reach an agreement.

In order to better survive the run-in period, Putzmeister, which was acquired by Sany, still maintains a stable employment level in Germany, and promises that the employment situation will be maintained until at least 2020. After Sany Heavy Industry acquired Putzmeister, it did not shift its production focus to China, and Putzmeister continued to maintain the production and marketing of high-end products worldwide.

According to data from Sany, in 2015, Putzmeister made a profit of 30 million euros. From looking up to the acquisition, it is a gorgeous counterattack of Hunan enterprise Sany, and it also pays a satisfactory answer to the "bold move" of spending 2.6 billion yuan as a dowry to marry back a "foreign daughter-in-law".

Plan the layout

The Belt and Road Initiative is the main axis of the expedition

It has always been regarded by Sany Group as the "third entrepreneurship" of the internationalization road, and the steps taken are more stable and planned than the chairman Liang Wengen's first business from scratch and the second entrepreneurship of moving a small township factory to Changsha. The Belt and Road Initiative has become the main axis of its expedition.

On the "Silk Road Economic Belt", in 2013, Sany Northwest established a Central Asia regional marketing company, and its market responsibilities radiate Kazakhstan, Uzbekistan, Tajikistan, Turkmenistan, Pakistan, Afghanistan and other Central Asian regions. In addition, Sany Heavy Industry has laid out the Middle East region, the Russian region, Sany Heavy Industry German Industrial Park and Putzmeister and other European "rudders", occupying an important position from the starting point to the end point on the "Belt and Road". On the "Maritime Silk Road", Sany Heavy Industry's Asia-Pacific region, North Africa region and India industrial park are also in full swing, and the Asia-Pacific region, North Africa region and South Africa region have good performance.

At the beginning of this year, Sany Petroleum's first fracturing unit exported to South America was officially shipped, with a total value of more than 100 million yuan for 11 sets of equipment delivered. At the 2016 Bauma Exhibition held in April this year, Sany Heavy Industry successfully won *5656 orders worth more than 10 million on the first day of its launch. On the Mombasa-Nairobi Railway, the world's first Chinese standard railway project, Sany North Africa sold more than 120 sets of machinery and equipment worth nearly 100 million yuan...... At present, the company has established production bases in the United States, Germany, India and Pakistan, and set up sales areas in many countries around the world.

Chronicle of War

To be international, but also to localize

When a homegrown Chinese enterprise enters the international market, the first thing to overcome is naturally the industry discrimination and mindset in the international market. Xiao Jiang, general manager of Sany South Africa, has deep feelings about this.

In 2006, when Xiao Jiang, then a sales representative, and his colleagues were ordered to go to Africa to "pioneer", Sany's products never even entered this magical land. "The company didn't have any foreshadowing in the early market, and I could only try to search for customer resources through the Internet by myself." Xiao Jiang recalled that the South African market, which has a very developed market economy, highly respected the construction machinery products of Europe, America, Japan and South Korea, and did not accept the Sany heavy industry products that were not well-known in the international market at that time.

In order to strive for an agency cooperation opportunity, Sany Heavy Industry's overseas team tried all means to obtain 15 minutes of communication time from the local *5655 engineering company in South Africa at that time. In these 15 minutes, the team successfully attracted the attention of the other party with a full set of content such as Sany products, quotations, after-sales and training, and entered into a 10-month negotiation. In the end, Sany successfully obtained 5,656 orders of 4 million US dollars in the South African market, and gained a firm foothold in the South African market in three years.

Ten years after entering the South African market, Sany products have achieved the top 3 in the sales of pavement and earthmoving equipment, the second in the crane market share, and the first in the port machinery. Xiang Wenbo believes that this is not unrelated to the localization attempt of the Sany International team.

It is understood that the products exported to the South African market by Sany fully adapt to the characteristics of hard and high construction temperature of the local industrial and mining in South Africa, and are equipped with some special working devices to ensure high rotation speed and improve the power of the cooling device. At the same time, Sany South Africa team employs more than 10 local employees, including marketing directors, engineers and other important positions.

As far as the business idea of "internationalization and localization" of the entire Sany Group is concerned, Xiang Wenbo believes that Sany America and Sany India are typical examples of Sany's localization construction, especially in the localization of talents - Dieback, CEO of Sany India, and Eric Eric, general manager of Sany America, are both locals hired by Sany. Currently, Sany India has more than 1,000 local employees.

According to the data, after a series of localization strategies, Sany has a market share of 70% in the Indian truck crane market and a 40% market share in the crawler crane, ranking at *5656. In addition, Sany excavators,Motor graders, rotary drilling and other equipment also have a good market performance in India, and excavator sales have achieved a 200% increase in the 5656th quarter of this year alone.