Sany going to sea: the "third venture" under the policy dividend
Sany going to sea: the "third venture" under the policy dividend
China Construction Machinery Information
facilities are accessible and all industries are prosperous. In recent years, thanks to the "the Belt and Road" initiative, infrastructure construction in countries and regions along the belt and road has shown a rapid development trend. According to the data, in 2015, domestic enterprises signed 3971 new engineering contracts with countries and regions along the "the Belt and Road", accounting for 46% of the total number of overseas contracts. The contract amount was US $92.6 billion, an increase of 9% year-on-year. It is expected that overseas contracts will bring more than 150billion yuan of construction machinery demand in the future
in the geographical map of the "the Belt and Road", China's major construction machinery enterprises have actively and comprehensively deployed and explored potential markets relying on their accumulated international experience. At present, Sany Heavy Industry and other construction machinery enterprises are competing to seize the "the Belt and Road" market and establish a relatively perfect marketing network along the line
take Sany Heavy Industry as an example. According to its 2016 annual report, the company has basically completed the industrial layout along the "the Belt and Road". It has factories in Turkey, Russia, Belgium, France and other places. It also has its own industrial park in India. Now it is planning to establish an industrial park in Ethiopia in Africa
since starting to open up overseas markets in 2006, Sany Heavy Industry has become the representative of "going global and relaxing market access" of Chinese construction machinery enterprises in terms of capacity layout, business model transformation and localized operation
70% of overseas revenue comes from the "the Belt and Road"
according to the newly released annual report, Sany achieved an international sales revenue of 9.286 billion yuan in 2016, accounting for 40% of the revenue. When it comes to the "the Belt and Road", one thing deserves attention: 70% of international revenue comes from countries and regions along the "the Belt and Road". On the basis of Sany Heavy Industry's international revenue in 2016, in the first quarter of this year, Sany group's overall overseas sales increased by 30% year-on-year, while the sales in ten overseas regions increased by 90% year-on-year, of which the Russian region increased by more than 400%, the Latin American region increased by more than 300%, the Middle East region increased by more than 200%, the Southeast Asia region increased by nearly 30%, and the Asia Australia region increased by more than 10%
"Sany has been promoting 'internationalization' for more than 10 years. In recent years, Sany's overseas sales and share have been growing, which is inseparable from the role of the 'the Belt and Road' in business expansion. At the same time, Sany is highly consistent with the 'the Belt and Road' in terms of capacity layout." When referring to how Sany Heavy Industry responded to the "the Belt and Road" initiative in the process of internationalization, duandawei said frankly
according to Duan Dawei, whether in China or the world, there are many factories in Sany layout, and most of the experimental machines that want to buy can come to Jinan to visit the countries and regions along the "the Belt and Road". "These factories integrate product manufacturing and R & D. this capacity layout provides unique advantages for adapting to local market demand, exploring industrial transformation and team localization construction." Speaking of this, duandawei mentioned it in particular
according to a research report of the development research center of the State Council, the desired investment demand for infrastructure in countries along the "the Belt and Road" from 2016 to 2020 is more than US $10.6 trillion. In view of this, in the view of the industry, the construction machinery industry, as the backbone of infrastructure construction, is bound to become the leader of "made in China" in the overseas campaign of the "the Belt and Road" construction tide
duandawei believes that "in the 'the Belt and Road' initiative, the connectivity of facilities is an important foundation, which plays a major role in driving. While construction machinery mainly serves infrastructure construction, and developing countries have huge demands in infrastructure construction, urbanization and other aspects, so the development potential can be expected."
the 65 countries along the "the Belt and Road" have a large population base and low infrastructure level. They are in a period of rapid growth and have great development potential. However, before the "the Belt and Road" initiative was put forward, in view of the lack of local technology and strength, the realization process of these needs was relatively long. After the "the Belt and Road" initiative was put forward, it has provided a good international economic cooperation mechanism to support these demands and accelerate the process of realizing the demands
as a leading enterprise in China's construction machinery manufacturing field, Sany has accumulated some experience in customers, products and services in the process of participating in China's reform and opening up and accelerating urbanization. This enabled Sany to respond quickly after the "the Belt and Road" initiative was put forward, spread these accumulation to the "the Belt and Road" and participate in the urbanization construction of countries along the belt and road
quality is the only thing that cannot be compromised
data show that since the "the Belt and Road" initiative was put forward for more than three years, Chinese enterprises have built 56 economic and trade cooperation zones in more than 20 countries, creating US $1.1 billion in taxes and 180000 jobs for relevant countries. This has not only created direct sales revenue for enterprises, but more importantly, it has given more opportunities for countries along the "the Belt and Road" to re understand Chinese brands
it is undeniable that relying on the original international layout and leveraging the "the Belt and Road", Sany has given priority to sharing the huge dividends of "made in China" going to sea. It is understood that Sany's products now cover more than 120 countries and regions around the world, and has established a relatively complete sales network and after-sales service system in these countries
talking about Sany's current global competitiveness in overseas markets, duandawei frankly said that it is mainly because Sany has always put "craftsman spirit" through it in the process of opening up international markets. "My personal understanding of the 'craftsman spirit' is that one is innovation and the other is quality awareness. In general, it is to keep improving. In Sany, I think these two points are fully reflected," Duan Dawei pointed out
it is reported that Sany will invest more than 5%~10% of its sales revenue in product research and development every year. No matter in the field of traditional products or in the field of new products, Sany will have new technology applications and new product model updates and research every year
"in terms of quality control, there is a saying in Sany that 'quality is the only thing that cannot be compromised'. We have a very strict quality control system. In addition, we implement a whole process control quality system from the supply chain to the sales end." Duandawei mentioned that "innovation and quality are important factors for Sany to make its products globally competitive. Both are indispensable."
in the process of "going global", it is inevitable to underestimate the quality of "made in China". Previously, zhouwanchun, vice president of Sany Heavy Industry, mentioned in other interviews that in many countries and regions along the "the Belt and Road", the local elite received European and American education and recognized European and American brands
duandawei told us, "in the face of such inevitable doubts, when we first implemented international promotion, we first promoted the brand through product leasing. When overseas customers don't know our brand, they first rented the products to them for experience. When they feel reliable, they will build their confidence in 'made in China'. This is also a process."
in addition to strictly controlling product innovation, R & D and quality, Sany has also actively participated in some major events in the process of internationalization, assuming the corresponding society with China's high-end industrial level, and shaping the world image of "made in China". According to Duan Dawei, Sany has always been involved in the rescue of Chile's mine disaster in 2010 or the Fukushima nuclear crisis in 2011, upholding the humanitarian spirit, which has also laid a solid foundation for the "people to people connection" in the "five links" advocated by the "the Belt and Road"
when talking about Sany's participation in the rescue of the Chilean mine disaster in 2010, duandawei also shared an episode with us, "In fact, our participation in this rescue was accidental. This equipment was sold to Chilean customers oneortwo years ago. During this rescue, the Chilean government requisitioned equipment in China. In addition to Sany, many other internationally renowned enterprises of the same kind participated in the collection. The relevant departments of the intellectual government comprehensively evaluated the specific projects, use and construction quality of these equipment, Finally, the equipment was adopted. "
the "international model" of the third venture
in the field of manufacturing, political, economic and other historical factors determine that European and American countries have a long-term "voice" in the international market. As a laggard, Chinese enterprises will inevitably encounter obstacles from other competitors and barriers from the existing rules
in order to create a "blood road" in the competitive overseas market, in addition to strict quality control, Sany strives to upgrade from the traditional product sales model to providing overall solutions and services, explore new demands and broaden the transformation path
Sany has keenly found that the population of the countries and regions along the "the Belt and Road" is growing rapidly, the degree of youth is relatively high, and housing construction is a great demand. However, the local people themselves lack the foundation to realize the demand quickly. In view of this situation, in addition to providing equipment and services, an overall solution should also be provided
when it comes to this, duandawei specifically mentioned the concept of "housing industrialization". "Housing industrialization, in simple terms, is like producing cars in factories. The housing parts are produced, then assembled to form end products and delivered for use. This can improve efficiency and quality, while reducing costs and environmental pollution." Duan Da is called by analysis. It is reported that this new technology has not only been applied in China, but also gradually extended to overseas housing construction
localization is another powerful tool for expanding overseas markets
referring to the difficulties encountered by SANY in the process of promoting internationalization and implementing the "the Belt and Road" initiative, duandawei frankly said, "when challenges occur, in addition to providing customers with the best quality products and services and abiding by laws and regulations, it is necessary to carry out all work in a cooperative manner, strengthen localization construction and promote the internationalization process."
"localization construction is a systematic project, which requires a process." Talking about this, Duan Dawei said with a smile, "in the early years, when Sany began to internationalize, we sent 80%-90% of our employees from China. We even sent cooks in many places. Because many colleagues in Hunan could not eat pepper to avoid dust entering the metal tensile testing machine, their work would be affected. At that time, our chefs carried pepper overseas." It is reported that through localization, this proportion has been adjusted. 80%-90% of the employees are local employees
in addition, it is understood that Sany has acquired putzmunster, a famous German concrete machinery enterprise, for five years. So far, Sany has not sent any senior executives. From the CEO to the grass-roots employees, they basically rely on the original local work team to carry out daily operations
to this end, duandawei also listed several groups of data. He mentioned that Sany now has more than 30000 employees, of which more than 5000 are working outside China