Towards South Africa, Sany Heavy Industry continues to make efforts in the African market

Go to Africa! Benefiting from the national "Belt and Road" strategy, the construction machinery industry has begun a new round of overseas beach grabbing. A few days ago, Sany Heavy Industry and other Chinese companies were invited to inspect South Africa and reaped a number of results. "At present, local African customers have changed from unfamiliar to familiar with 'Made in China', from wait-and-see to trust." Xiao Jiang, general manager of Sany Heavy Industry South Africa, said that with the growth of the African economy and the advancement of the "Belt and Road" strategy, the company will usher in greater development in Africa.

Deep focus and rapid response to market requirements

At present, China is Africa's *5656 largest trading partner, and Africa is an emerging destination for Chinese enterprises to invest overseas. As early as 2002, Sany sold *5,656 pumping products to Africa. In 2006, Sany established a South African subsidiary in Johannesburg, the capital of South Africa, to sell Sany brand products in South Africa and neighboring countries. Six years later, Sany established the South African region with five subsidiaries, including business in more than 30 African countries in sub-Saharan Desert, and began to refine the Central and Southern African market.

"The construction machinery market in central and southern Africa is expanding, but in the initial period, the African market was relatively unfamiliar with this field of 'Made in China'." Xiao Jiang said that in the face of this situation, the South African region first started to break through the dilemma by focusing on key markets and key products.

According to the actual market situation, Sany South Africa has identified five key markets in South Africa, Angola, Zambia, Congo and Ghana, as well as main products such as cranes, excavators, and rollers. For example, in Zambia, a key market, Sany has built 5,656 agent 6S stores in Central and Southern Africa, integrating advanced marketing service functions, so that African customers have no worries.

"When customers buy construction machinery and equipment made in China, they often consider after-sales support and spare parts supply." Xiao Jiang said that through the establishment of a perfect sales and service system in a focused way, customers' "impression of 'Made in China' is gradually improving".

In addition to its remarkable performance in traditional construction machinery and equipment, the South African region is also actively promoting the Group's new business overseas, and actively contacting the South African government and various industries in new businesses such as residential industrialization projects, smart ports, wind power, mineral mining, and oil and gas chemical projects.

At present, Sany has accumulated sales of more than 500 million US dollars in the central and southern African region, and has more than 4,000 sets of equipment. Among them, the market share and brand awareness of large-tonnage crawler cranes, mining trucks, and excavators are at the forefront of the industry.

Take root in the local area and establish a Chinese brand image

Localization strategy is an important idea of Sany internationalization, and products are one aspect that can reflect this strategy. "In order to adapt to market demand, all products exported here have been adjusted." Xiao Jiang said, such as exported to South Africatruck crane, reach stacker and other equipment need to pass the local load test in South Africa.

Local agents are also a powerful arm to help the rapid development of the South African region, and at present, Sany has cultivated a total of 13 local agents in the South African region and established a complete distribution channel. Xiao Jiang emphasized that through cooperation with agents and participation in the construction of local landmark projects, the brand of Sany has gradually been established.

According to reports, Sany cooperated with South African agents to win the construction of KUSILE power plant in South Africa, an international key engineering project. At present, the project has used nearly 40 sets of Sany lifting equipment, including 630 tons and 750 tons of crawler cranes that have repeatedly set the export tonnage of Sany *5655, which has played a benchmarking role for Sany lifting equipment in the entire African region.

In addition to the KUSILE power plant, the 2010 World Cup stadium in South Africa, the coal mining in Zimbabwe, the Luanda port project in Angola, the Accra Water Supply Plant in Ghana and the Jitwe-Chingola Road Mine in Zambia...... Sany equipment is widely used in many key projects and projects in southern Africa, which not only establishes a good image of the Chinese brand, but also helps the rapid development of South Africa's economy.

Fulfill your responsibilities and become a local corporate citizen

Not only in terms of products and markets, the South African region also actively fulfills its social responsibilities and becomes a local corporate citizen. On March 29, 2013, a building under construction collapsed in the center of Dar es Salaam, a city of *5655 in Tanzania. Sany Heavy Machinery*5656 arrived at the scene in time, cooperated with the Chinese medical team to aid Tanzania and hundreds of local military and police to carry out rescue operations, and successfully rescued 13 people, which was praised by the Tanzanian government and other parties.

Every quarter, the staff of the South African region visits the children in the welfare home. The story of "South African children and Chinese fathers" is widely circulated in the local area. In December 2014, the South African region won the "Charity Award" issued by the South Africa-China Economic and Trade Association for "making South African orphans feel the warmth from China".

At the same time, the South African region will also plan to apply with the South African Ministry of Labor to set up a joint skilled worker training center to help local people achieve employment.

"Chairman Liang Wengen has always told us to be grateful and repay the society, and Sany has always done this." Xiao Jiang said that this is also the common concept in the hearts of all Trinity.