This article is transferred from the People's Daily client.“A little finance”Number
On the way to sea，Chinese enterprises are speeding up the delivery of beautiful business cards.。
International Exhibition，It has always been a booster for Chinese enterprises to go abroad.。At international exhibitions in many industries，In the past, most of the protagonists were developed enterprises in Europe and America.，Chinese companies often play a supporting role.。But，Now the volume of Chinese enterprises is gradually expanding.，Especially in the manufacturing industry represented by construction machinery.。
▲Zoomlion Unveils in US
Las Vegas Construction Machinery Expo，Be called“One of the three largest construction machinery exhibitions in the world”。The latest exposition is the largest in history.，Attracted more than 1800 exhibitors worldwide。Among，The performance of the Chinese Construction Machinery Corps is quite outstanding.——Zoomlion won an order of 600 million yuan in three days.，Sany signed a bill of 100 million yuan on the first day of the exhibition.，Both companies have achieved good results.。It is worth mentioning that，According to the 2022 annual performance report released by Zoomlion on March 30,，Its foreign income 99.9.2 billion yuan，Year-on-year growth of 72.6%，Showing strong growth momentum。
Among the manufacturing industries，The positioning of construction machinery is particularly special and important.——Up to major national projects，Down to the infrastructure related to people's livelihood，It is inseparable from construction machinery.，It is also known as“The equipment department of the national economy”。
In the tide of the times，Zoomlion has emerged in the industry.、Sany Heavy Industry、Tide makers represented by XCMG。Nowadays，In the rapidly changing world economic landscape，They are gradually formed overseas.“Walk out、Walk in、Walk up”The path to break through。
Why do they focus on internationalization?？Why can we continue to harvest increments?？How will we deal with the future?？Figure this out“International issues”，It has valuable enlightenment for the faster development of the industry.。
“Walk out”
There is no such thing as a gratuitous attack in the business world.，There is only a greater chance of traction ahead.。Why go out?？Because the overseas market of construction machinery is a big cake.。
Despite changes in the global economy，But countries need construction machinery as long as they build.，The international market has become a vast world that always generates increments.。Orient Securities data show，The global construction machinery market is expected to exceed 150 billion US dollars in 2023.，It is like a wide track with more than one trillion yuan.。
Last year，The sales revenue of the whole Chinese construction machinery industry in the international market is about 30%，This means that there is still a lot of room for development.。Compared with the domestic market，The growth rate of the international market is stronger.：Total import and export volume of construction machinery last year 470.$3.3 billion，Of which, the import amount is 27.$3.1 billion，Year-on-year decline of 26.6%；Export amount 443.$0.2 billion，Year-on-year growth of 30.2%。
Look at this year，With the end of the epidemic、Macro-control efforts to strengthen the positive impact.，The domestic construction machinery market is gradually showing a warming trend.。In the international market，The growth rate of construction in North America has changed from negative to positive.，Demand for construction in Indonesia continues to be hot，The rise of the Southeast Asian market，Europe increases infrastructure investment，On the whole, the recovery of overseas markets is faster.、Travel scenarios have a higher tolerance。
Walk out，It means the beginning of a new way to dig gold.。In the construction machinery industry，Zoomlion is earlier.“Walk out”One of the enterprises。As early as the end of the last century，Zoomlion's products are exported to Egypt and other countries.，Xugong also passed through the country in the 1990s.，In 2002, Sany entered the Indian market.，The first products were exported to Morocco.。Until now，The international footprints of various enterprises have spread all over the world.。
However，“Walk out”It does not mean overall layout.、Both rain and dew，And understand the point“Where to go”。
“The Belt and Road”Countries along the route，It is undoubtedly the key layout object.。Last year，China's construction machinery industry exports to these countries along the line amounted to 189.$6.4 billion，Accounting for 42% of total export.8%，Year-on-year growth of 32%。In addition，Europe、Southeast Asia、The Middle East is also a region with a large increase.。
Many construction machinery enterprises，Zoomlion is already in“The Belt and Road”Countries along the line achieve in-depth layout。First mention in the country“The Belt and Road”In 2014，Zoomlion Wins 20 Mixer Truck Orders in Pakistan，It set a new record for China's direct export of mixer Trucks to the country at that time.。Last June，More than 200 Zoomlion high-end equipment sent to Turkey，This is the largest single batch export order of China's construction machinery industry in recent years.。
▲Zoomlion High-end Equipment Sent to Turkey in Batch
Chairman of Zoomlion、CEOZhan Chunxin said，Where is Zoomlion?“The Belt and Road”The market can achieve results.，It's because of the state“The Belt and Road”The initiative is guiding enterprises.、Support the enterprise，Enterprises have the courage to go out，The road of transformation and upgrading is getting wider and wider.。With the support of the State，Sany Heavy Industry、Xugong and other enterprises are also“The Belt and Road”、Europe、Southeast Asia and other markets have achieved good results.，Zoomlion has grown into a leading product covering 11 categories.、70 product lines，Global enterprises of 568 varieties。
Choose，Sometimes it's more important than effort.。Choose the right area.，Internationalization is half the battle.。
“Walk in”
When going to the international market with increment，It will inevitably engage with overseas leading enterprises head-on.。
When we meet on the narrow road，The competition is not about who is braver.，It's who is better suited to the local market.，That is to implement the localization strategy.。
Different markets have different needs.，The world can't go far by one move alone.，Localization management strategy according to local conditions is the right way.，It should be divided into：On the one hand, expand localized manufacturing.，Launch to meet overseas customer differentiation、Customized products for individual needs，On the other hand, implement localized teams and services.，More accurate and rapid insight into changes in local market demand。
Manufacturing capacity and service capacity，In fact, the test is the comprehensive strength of enterprises.，Many businesses tend to“Partial branch”，Zoomlion is one of the few companies that can do well in both aspects.。
Expand localized manufacturing，At last year's BMW show in Germany.，More than 50% of Zoomlion's high-end products appeared at the exhibition%Localized manufacturing for Europe。Through localized production、Manufacture，The performance of Zoomlion's products、Technical innovation and appearance modeling，Can meet the needs and preferences of the local market.。
▲More than half of the Zoomlion products at the BMW show in Germany are made locally in Europe.
Localization team and services，Zoomlion is in Southeast Asia、Middle East、Cultivate more professional service teams in Europe and other regions，Comprehensively enhance product competitiveness and brand reputation，Its sales force of foreign employees has more than 1400 people.，The localization team has been working in the local area for a long time，Familiar with the local culture，The local market，Be able to respond and feedback more quickly to market changes and customer needs。
Walk in，It also means that Chinese construction machinery enterprises have really entered the central position of the global competition field.，The competition is more intense。
It must be admitted，Overseas leading enterprises still have a leading edge over domestic leading players.，Especially in the high-end products.、Intelligent、Electrification and so on。
That means，The Growth Logic of Chinese Construction Machinery Enterprises，It has switched from high growth of product sales to high quality growth of products.，This requires them to strengthen the core technology and product quality of machinery and equipment.。This can be done in two ways.，On the one hand, it uses capital to acquire foreign high-end brands.，Transition to higher dimensions，On the other hand, it has stepped up to a new level through independent innovation of products and technologies.。
Back in 2001，Zoomlion's overall acquisition of British BaoLuJie Company，It became the first enterprise in the domestic construction machinery industry to go abroad for overseas mergers and acquisitions.。 Later ，Many Chinese construction machinery enterprises have launched overseas mergers and acquisitions.，Zoomlion is also striding forward.。
For example，In 2008, it successfully acquired Italy, the third largest Concrete Machinery manufacturer in the world.CIFACompany，This not only makes it the world's leading company in Concrete Machinery.，It also produces a unique dual-brand operation.——“Zoomlion+CIFA”Composite brands maximize the coverage of different levels of the market.，Thus, it has achieved a good market effect in the international market.。2018，Zoomlion acquires Wilbert, the world's leading manufacturer of Tower Cranes，Entering the European High-end Tower Crane Market from a Higher Starting Point。
After the merger is completed，It does not mean that Zoomlion has stopped.。2022 financial report shows，Zoomlion is also continuing to expand and upgrade its overseas production bases.，Including ItalyCIFAExpand and upgrade to cover concrete、Work、Build a comprehensive global company with products；Accelerate the integration of Tower Crane technology with Wilbert, Germany，Take Wilbert as Window to Connect Global High-end Tower Crane R & D Technology；Strengthen the synergy between Rabe, the world's leading agricultural machinery manufacturer, and the agricultural sector。
▲Zoomlion Releases the World's First Green Smart Site
At the same time of foreign mergers and acquisitions，Internal intellectualization、The electrification iteration must also keep up.，Otherwise, the foundation is still not solid enough.。2022 financial report shows，Zoomlion is based on stand-alone intelligence、Man-machine cooperation、Technology Accumulation and Implementation of Cluster Cooperation，Take the lead in initiating the new mode of digital closed-loop construction in the whole process in the industry，Build the first green smart construction site in the industry，And the new energy host achieves full coverage.，Build the world's first 220-ton hybrid all-terrain crane、The world's first 40-ton pure electric off-road tire crane and other benchmarking products。
Iterative innovation of products and services，It will eventually win the favor of the market.，It is directly reflected in brand value and performance.。2022，Zoomlion has been honored for 19 consecutive years《China's 500 Most Valuable Brands》The list，The brand value has been greatly increased and broken through the 100 billion yuan mark.。In addition，The company's overseas revenue accounted for 24% of total revenue.%，Up 15% year on year.38 percentage points。
Products are hard power.，Brand is soft power.，It is indispensable on the road of internationalization.。
“Walk up”
The highest level of internationalization，It is the upgrade from exporting products to exporting influence.，Thereby forming a dimensionality reduction attack.。
Future，The Highest Dimension of International Competition，Not just in products and services.，It's about fighting for the right to speak.。This is a more stable and wide moat.，Capable of imperceptibly influence companies around that world，At the same time, keep yourself in the lead all the time.。China's Construction Machinery Enterprises Need Real“Walk up”，Compete in the high dimension of the right to speak。
To be specific，The right to speak comes from the two levels of core patents and standard setting.。
In a technology-intensive industry such as construction machinery，The breakthrough of a certain technology is enough to make a company far ahead of its competitors.，While allowing the outside world to recognize its own strength, it also forms a barrier to competition.。If we want to continue to surpass our competitors in internationalization,，It is necessary to carry out deep layout on core patents.。
Compared with foreign manufacturers，China's construction machinery enterprises are not inferior in patents.。By the end of 2022，Zoomlion has applied for patent 14143 in total，Among them, there are 5755 invention patents.，Accumulated 10664 of authorized patent，Among them, there are 3212 invention patents.。In addition, the 2022 financial report shows that，Where was Zoomlion during the reporting period?“Three modernizations”A total of 1017 patents have been applied for in technology.，Among them, there are 465 green technology patents.，115 digital technology patents，There are 437 intelligent technology patents.；The leading national green product evaluation standards rank first in the industry.。
▲Zoomlion Tower Crane is the only tower crane product in the industry that has been selected into the list of national green design products.
Outside the core patent，Standard as an industry“A universal language”，It has a broader impact.。Construction machinery enterprises can participate in the formulation of standards，Not just a symbol of its strength.，At the same time, it also means strengthening the barriers to self-development.，Potentially affecting other businesses。
At home，Only a few construction machinery enterprises have participated in the formulation of relatively heavyweight standards.。2012，Secretariat of ISO Crane Technical Committee Settled in Zoomlion，Become the first standardization Secretariat of China's construction machinery industry。In addition，Zoomlion also led、Participated in the formulation and revision of more than 400 national and industrial standards，And cumulatively dominate、Participated in the development and revision of 17 international standards，It has not only enhanced the international voice of China's construction machinery industry.，It also realizes the leap from exporting technology and products to exporting international standards.。
Core patents and standards development，At the beginning, it may not bring obvious results to the enterprise.，But in fact, as long as we have strategic strength, we should maintain long-term doctrine.，The follow-up will be generated“Flywheel effect”，The benefits and value generated will be accelerated.。
Look back，The scale of projects in China and even in the world will inevitably continue to increase.，The difficulty of the project and the requirements for equipment will also become higher.，The competition threshold of enterprises will also be raised.。
In the fierce competition of globalization，This development trend means that the industry“Matthew effect”Intensify，Market share will continue to be concentrated on top players like Zoomlion.，Naked swimmers will continue to be out.。
In more“Zoomlion”Under the impetus of，China will accelerate from a manufacturing power to a manufacturing power。
