Sany has sold more than 2,000 sets of equipment in Thailand, ranking first among domestic construction machinery companies*

           As the central country in Southeast Asia, Thailand has always been regarded by Chinese construction machinery enterprises as an important part of the globalization strategy, and it is also a bridgehead for various enterprises to penetrate into Southeast Asia. At present, Thailand is still one of the top ten excavator markets in the world. After nearly ten years of hard work, Sany has accumulated more than sales in Thailand2000Taiwan construction machinery and equipment, ranking first among Chinese enterprises.

Sany Thailand: A model for Chinese enterprises to go out

Early on2007In the year, the general manager of Sany Heavy Industry (Thailand) Co., Ltd. (hereinafter referred to as "Sany Thailand") came to Thailand, from personnel recruitment to the construction of the dealer network to the promotion of the Sany brand, until2009Sany Heavy Industry (Thailand) Co., Ltd. was officially established, and Ji Rui witnessed and participated in every important development node of Sany in Thailand.

"Sany Thailand is a *5656 international subsidiary established after the subdivision of Sany International Market Organizational Structure at that time, as Sany *5656 international new marketing service branches, it represents the beginning of a new round of expansion of Sany International Sales and Service Network." According to Sany Thailand, a new office has been set up in the center of Bangkok, which means that Thai customers will have more opportunities to have direct contact with Sany and enjoy Sany and its localized services. The company can provide customers with first-class equipment sales, after-sales, financing and other businesses, and can also provide diversified services such as training and technical support to customers' operators.

After nearly ten years of deep cultivation, Sany has accumulated more than sales in Thailand2000Taiwan construction machinery and equipment, ranking first among Chinese enterprises. TrinitycraneThe market share in Thailand has reached60%Sany excavators also ranked among the top five in Thailand's market share.

from2016At the beginning of the year, Thailand's infrastructure construction will increase year by year. Ji Rui said that a series of infrastructure construction projects such as high-speed rail, light rail, and railway stations will greatly boost the Thai construction machinery market, and Sany Thailand will usher in more development opportunities in the future.

Introduced a joint venture company to develop the excavator market in Thailand

However, at the beginning of entering Thailand, Sany also encountered a lot of resistance.

"Due to historical reasons, the Thai construction machinery market started very early, and many international construction machinery giants entered Thailand fifty or sixty years ago. Therefore, Thai users are very professional and have very high requirements for the quality of construction machinery products, especially excavators. ”SANY THAIYONTManaging Director Yang Zhicai said.

SANY THAIYONTFormerly known as the distributor of Sany Excavator in ThailandTHAIYONTWith the gradual deepening of the competition of Sany excavators in the Thai market, Sany realizes that it is difficult to compete with European and American brands that have been rooted for many years in terms of the layout of marketing outlets, services, the support of accessories capabilities, and the continuous investment of key funds. Therefore, Sany Heavy Machinery innovatively invested in sharesTHAIYONT, formed a joint ventureSANY THAIYONT, in order to promote the expansion of Sany Excavator in the Thai market.

"It takes time and accumulation for a new brand from China to be accepted by Thai users, and Thai users are also skeptical about Sany excavators at the beginning, knowing that Made in China was not so trusted ten years ago." Yang Zhicai said, but Sany is confident in its own quality, in order to reassure customers, Sany let some customers try the excavator for free1-2During this period, if the customer is dissatisfied, he can return it at any time, but so far, no customer has returned.

At the same time, Sany introduced "1137"and other service policies." Judging from the current setting of Sany outlets in Thailand, these policies will increase Sany's operating costs. "But inSANY THAIYONTIn the view of Executive Director Zhang Jiaxin, as long as it meets the needs of customers, these are worth it, which is also the only way for Sany to establish a global first-class brand.

"In the future, I believe that Sany Thailand will continue to guide the trend of service innovation and become a leader in the construction machinery sales and service industry in Southeast Asia, and Sany has the responsibility and obligation to let Thai users experience first-class products and services made in China." Talking about the future development and goals of Sany Thailand, Ji Rui said.