Introduction: Aoshengte, rotary drilling rig, in 2012 the rotary drilling rig industry bid farewell to years of unilateral upward trend, the once stagnant market space coupled with escalating market competition has made many enterprises feel unprecedented pressure. In order to maintain their leading edge, major giants are also competing to seize the top spot. Aoshengte, which has been quietly cultivating in the rotary drilling rig field, has its own Zen scripture in hand.

——Interview with Wang Dong, Deputy General Manager of Aoshengte Heavy Industry Technology Co., Ltd. and Director of Marketing Company

As a typical oligopolistic competitive industry, the current domestic rotary drilling rig industry market concentration is very high, with Sany, XCMG, Sunward Intelligent, Zoomlion, and CSR occupying the vast majority of market share. In 2012, the rotary drilling rig industry bid farewell to years of unilateral upward trend. The once stagnant market space coupled with escalating market competition has made many enterprises feel unprecedented pressure. In order to maintain their leading edge, major giants are also competing to seize the top spot. Aoshengte, which has been quietly cultivating in the rotary drilling rig field, has its own Zen scripture in hand. 

Wang Dong, Deputy General Manager of Aoshengte Heavy Industry Technology Co., Ltd. and Director of Marketing Company

High Starting Point

2006 was a year when rotary drilling rigs spread like wildfire, with sales growing by leaps and bounds. The surge in market demand attracted large domestic construction machinery enterprises to enter the field. Sany, XCMG, Zoomlion, and Sunward Intelligent all stepped in and quickly seized market share. Aoshengte's keen market sense quickly focused its eyes on the rotary drilling rig sector.

From the market competition landscape at that time, Aoshengte faced great challenges. Domestically, large engineering enterprises such as Sany, XCMG, Zoomlion, and Sunward Intelligent were entrenched, while foreign brands were capturing markets. As an industry with relatively high entry barriers, the domestic rotary drilling rig market is also highly concentrated. Most of the enterprises occupying a leading position in the industry are construction machinery giants or backed by large groups, and the intensity of competition is self-evident. In this game of masters, Aoshengte made every move with ingenuity and brilliance.

At the beginning of the establishment of Aoshengte Heavy Industry Technology Co., Ltd., the company's leaders weighed several considerations. Since they chose to enter the rotary drilling rig field, they must produce the most professional and high-end rotary drilling rigs in the industry. Judging from Aoshengte's performance in recent years, it is currently difficult to find a second enterprise specializing in high-end rotary drilling rig equipment besides Aoshengte. What is even more convincing is that Aoshengte is the first domestic manufacturer to sell rotary drilling rig equipment to Germany.

"Aoshengte's goal is to establish a market-oriented company development strategy and a supporting precision management system, targeting the high-end market of rotary drilling rigs and making this segmented market specialized and refined." Wang Dong, Deputy General Manager of Aoshengte Heavy Industry Technology Co., Ltd. and Director of the Marketing Company, told the reporter. "Although the major giants in the rotary drilling field have occupied most of China's market share, their market layout is based on the most basic demand for rotary drilling rigs in the market, and most of them only solve the customers' need for having or not having rotary drilling rigs. For Aoshengte, our entry solves for customers the problem of whether rotary drilling rigs are excellent or not, and specialized or not."

A corner of Aoshengte Heavy Industry Technology Co., Ltd.

High Positioning

Aoshengte entered the rotary drilling rig field from a high starting point, so its products' high positioning and selection of more professional customers are a matter of course.

Wang Dong told the reporter: "Our goal is to become one of the most professional rotary drilling rig manufacturers in China and even globally, so we pursue product quality rather than market scale. Focusing on segmented markets and the needs of high-end customers is the key factor for Aoshengte to achieve lasting success in the future. Since its establishment, Aoshengte has positioned its customers in the high-end market. For these high-end customers, they have more stringent requirements for products, pay more attention to the comprehensive cost of use and the value the product can create for them in the future, and are relatively less price-sensitive; moreover, these customers have strong risk resistance, so our sustainable cooperation is deeper." Wang Dong continued: "In rotary drilling rigs, Bauer is our role model. They started from foundation construction to producing rotary drilling rigs, and it has been half a century. Their product quality and brand influence are renowned worldwide, and this is also Aoshengte's goal and vision." 

High Quality

Since its founding, Aoshengte Heavy Industry Technology Co., Ltd. has gathered top domestic professionals in pile machinery and rock drilling equipment, and has conducted technical cooperation with well-known European research institutions, forming a complete R&D system and obtaining dozens of patent achievements.

"Our research institute established an industry-leading R&D center at the beginning of Aoshengte's founding." When talking about Aoshengte's scientific research technology, Wang Dong happily told the reporter. "The company has always been strict in both R&D and marketing. We introduce high-end technical talent from home and abroad, and we have also hired German technical experts as our backbone. With the company's development over the years, the research institute has enabled Aoshengte to possess a globally competitive R&D platform, which is also the core competitiveness that allows Aoshengte to stand proudly in the high-end market."

It is precisely because of a strong R&D platform and technical talent that Aoshengte's products are constantly innovated. In August 2012, Aoshengte Heavy Industry's flagship product OTR360D rotary drilling rig successfully rolled off the production line and showcased its style at the Shanghai Bauma Exhibition. This product adopts a "super-large chassis, widened large triangle, relay cylinder pressurization, small luffing, forward-leaning" structure, which improves the stability of the whole machine, simplifies the luffing structure, and achieves a breakthrough in Aoshengte's rotary drilling rig with a maximum torque of 36 ton-meters and a drilling depth of 96 meters, thereby further establishing Aoshengte Heavy Industry's professional position in the pile machinery field. The multifunctional rotary drilling rig OTR250DM, with rotary drilling method, long spiral method, down-the-hole hammer construction, and DSM soil improvement capabilities, combines advantages in one and has broken the technical monopoly of foreign brands in this type of product. The OTR242DH rotary drilling rig with impact hammer function is the first domestic product to combine rotary drilling and impact hammer methods, used for impacting local large boulders or harder rock blocks, wall protection in soft strata, and creating mud in partially collapsed or leaking strata, saving costs and pursuing efficiency. These technological upgrades and continuous introduction of new products are successful cases of Aoshengte being market-oriented, aiming at precision management, and based on meeting the professional needs of segmented markets.

Nanny-style Service Eliminates the Customer's Last Line of Defense

In addition to continuously improving the technical R&D platform and consolidating products, Aoshengte spares no effort in customer service.

"Aoshengte is truly one of the few enterprises in the rotary drilling rig field to carry out nanny-style service. Wherever our customers' construction sites are, our service follows. What Aoshengte guarantees is that customers can see our service whenever they turn around." "See Aoshengte when you turn around!" Wang Dong calls Aoshengte's service a close-fitting nanny-style service.

According to Wang Dong, in the future Aoshengte will put more thought into how to develop a package of construction solutions for customers, rather than focusing on simple buying and selling. Different construction environments and geological conditions require different rotary drilling rigs and methods. When customers purchase our products, we will tailor a complete construction solution according to the customer's actual construction situation, solving their worries, truly being responsible for customers and creating greater value for them.

Professionalism Achieves the Future

With the goal of matching and surpassing Bauer, Aoshengte has come all the way. Facing fierce competition in China's rotary drilling rigs, Aoshengte rides the waves and competes. "In the next step, we will carry out R&D of product technology and equipment from both horizontal and vertical aspects, achieving development from single-function to multi-function equipment. Aoshengte people believe that in the field of rotary drilling rigs, the more specialized and refined we are, the more powerful vitality we can unleash." Wang Dong said confidently.

       Source: China Road Machinery Network