■80% of the exhibited equipment is for European market with world-advanced emission standard
As the No.1 Chinese exhibitor at INTERMAT, Sany has put on a highly localized international brand image: 80% of the exhibited equipment can be sold at European market and over 95% meets the emission requirement of European market with world-advanced emission standard. As for customer experience, localized booth design and sales reception bring each visitor the charisma of a first-class brand. Our international team of Chinese and German operation staff makes sure that every detail at the exhibition is professional and globalized.
From BAUMA 2010 in Germany to INTERMAT this year, Sany has been more and more influential as a brand of “Made in China”. It is widely believed that Sany has gone into localization and globalization in depth through a series of international operation such as investment in Germany, intensive exploration of European market, acquisition of Putzmeister and establishing joint ventures with Palfinger. Sany’s presence at INTERMAT this year therefore attracts special attention as a showcase of its achievements in localization and globalization.
■Localized products are the mainstream
As the No.1 Chinese exhibitor at INTERMAT, Sany presents a series of high-end products at the booth of 4680 Sqm, including concrete pump trucks, rollers, excavators, cranes (mobile cranes and crawler cranes) and pile driving machines.
Speaking of the exhibited products, Mr. Zhao Hui is very confident: “Most of the products are designed and developed in Germany and 80% of them can be sold in European market, especially the cranes tailored for German market and the truck mixers for Italian market.”
The 220T all-terrain crane is developed by Sany Germany for European, especially German market. The R&D team consists of 21 engineers mainly from Germany. They spent three months in on-site market research to find out exactly what kind of crane European customers really need.
When the crane rolled off the production line in Aug 2011 with design, R&D and manufacturing of German standard, a German customer expressed intension of purchase right on the spot.
“This crane is a completely localized product. We make full consideration of customer preference in designing it, adding display of winch speed and direction into the operation interface. Meanwhile, the crane with five-axle chassis and single axle core lighter than 12t complies with Euro IIIB emission standard and has passed strict road transport permission certification. There is a reason for its immediate popularity,” said Ren LiYou, R&D engineer.
Another worth noting is the first Sany product “Made in Germany”, 12m3 dry concrete truck mixer designed for Italian market. When it was delivered to Sany’s Italian Dealer CGT, the person in charge expressed great confidence and made commitment to selling over 50 units in 2012.
Sany Germany has put great efforts in this product. The Engineers spent as long as a year to carry out preliminary research. It realizes local procurement and production of all the components, and the whole manufacturing process has been TÜV certified of German standard.
According to Sany Germany, product customization complies with its localization strategy. In the future, Italy will become the major market for Sany’s products “Made in Germany” and an important stage for Sany to showcase its high-end R&D strength and humanized product applications.
It is also reported that all the crawler cranes exhibited have been sold out, which are a part of localized products developed by Sany’s international R&D team with global standard.
■Localized sales gives the customer first-class brand experience
French style is a matter of course for the Exhibition in the city of romance. High-class European catering service and 25 local receptionists make the customers feel as comfortable as home.
The booth adopts localized reception team with clear work division, friendly smile and professional communication, which leaves a nice impression on each visitor. “We have thought of every detail. There are international salespeople in front of each machine, passing the brand value of Sany through their performance.” said Zhao Hui.
Apart from English, service of different languages is provided on this international communication platform. Well-organized and professional work of the translating and interpreting team helps close purchase deals one after another.
In order to fit in with the local atmosphere, Sany brings French graceful elements into booth design. The exquisite three-level tower-shaped statue of over 10 meters in height is simple, fashionable and eye-catching. The flag-shaped Sany logo presents the graceful characteristic of Sany.
There are various globalized marketing products on Sany’s booth. Sany’s well-made product models, various electronic magazines, product materials and promotional videos all presents Sany’s brand image to the world. Sany thus establishes fine public praises among customers at the exhibition. “You should not leave INTERMAT without visiting Sany’s booth,” a customer recommended.
“At the exhibition, we present roller highway simulation show and other special exhibits like the rocks drilled out by the rotary drilling rig. The vivid shows and exhibits bring Sany products closer to the customers,” said a person in charge of the exhibition.
In addition, Sany exhibits the clay model of its excavator designed by the global famous Italian design company Bertone. Sany owns full intellectual property right for the excavator which is known as the most comfortable excavator in the world. Meanwhile, Sany also exhibits four concept product models that participated in the first national industrial design competition. The models represent the future development of the industry and they have drawn the customers’ attention.
Sany also brings the excavator performance team to the exhibition and they are popular here.
“We should take localization into account in the globalization process as localization is the foundation of globalization.” Xiang Wenbo emphasizes the importance of localization when talking about the experience of Sany’s overseas development. Both the localized products and localized sales at the INTERMAT come from the successful experience of Sany’s globalization process for the last ten years and they have proven again that localization is the right choice for Sany to go global
Source:cmbol.com