Experts discuss China construction machinery “go out” strategy at Bauma China 2016

On the first day of Bauma China 2016, China-US Expert Senior Level Talks sponsored by SANY E-business center was held at SANY exhibition hall. Experts at home and abroad gathered together to discuss how Chinese construction machinery companies to build international brand and rapidly establish overseas sales network, etc.

SANY’s international course sees a steady development since its officially entrance into international market in 2000. At the same time, SANY gradually attaches more importance to its internationalization and provides more resources support. The international market share has reached to 44% in October of this year. Deng Haijun General Manager of SANY European business unit said.

Deng has experienced a lot for the past 16 years in SANY’s overseas development course. In the previous eight years, we have explored how to adapt to overseas market requirements, so we consistently improve our product quality to meet local requirements and some product features even surpass our competitive brands. Nowadays, our focus is on how to improve our brand image and enlarge brand popularity. After 2012, SANY overseas popularity has been remarkably improved through a series of international events, such as Japan’s Fukushima nuclear power rescue, Chile rescue, purchasing Putzmeister. Therefore, our current task is to improve SANY’s overseas reputation. Advanced technology, thoughtful service, complete parts and good reputation will greatly enhance our market influence.

As for SANY’s brand influence in overseas market, Mr.Charles Russel Yengst, Chairman of Yengst Associate. Inc-a famous think tank, made a commented, “SANY has been known in United States pretty well. It takes a long time for a country such as United State with big companies of Caterpillar and John Deer, that has developed for decades and dominated the business. But the companies such as SANY have walked into such market in their own way from the small market and then grown fast with their quality product, service and dealers network.”

Mr.Chris Hill chief editor of an authoritive magazine Equipment World in North America analyzed the change of brand preference in North American construction machinery market. Branding preference used to be a leading issue for the construction machinery industry and now the equipment has been more about significant features, such as technical applications, work solutions, and also the service capability. The construction machinery equipment business is really a relationship business, that’s a very importance for the dealers and that’s the representative to the customer and the company.

The forum won the recognition of journalists in the construction machinery industry and they approved SANY’s international development. Meanwhile, they also made a further discussion about financial management and post market development etc.

Previous: SANY Initiates Global Spokesperson Project, Inviting Them to Join 2016 Industrial Tour

Next: SANY's Newly Launched C10 Series Rotary Drilling Rigs Yields Orders of 15 Million USD