Photo | SANY products being loaded onto ships at Shanghai Nangang

Recently, Germany's Die Welt reported that in 2020, China's total foreign trade in machinery and equipment was approximately 165 billion euros, accounting for 15.8% of the global market total. For the first time, China surpassed Germany to become the world's top machinery exporter. The news greatly inspired people across the country.

As a leading Chinese construction machinery enterprise, SANY Group has in recent years focused deeply on its core internationalization strategy, pursuing breakthroughs in key overseas markets and achieving leapfrog development amid this "major transformation unseen in a century."

Achieving doubled growth in 50 countries

　　Video | CCTV focuses on construction machinery exports

On SANY's visual logistics screen, shining lines connect China with the rest of the world. "Each line represents an order in transit; the denser the lines, the larger the trade volume," said Huang Dong, director of the International Business Department of SANY Logistics. Throughout June, they had already delivered more than 3,000 units of equipment and were "extremely busy."

Behind the busy order deliveries is a "quite impressive" overseas business.

In the first half of 2021, thanks to the global economic recovery and factors such as growing brand awareness and continuously improving product and service competitiveness, SANY Group's international sales revenue increased significantly by 80% year on year. The overseas market share of its main products rose further, and its overseas business reached a new level.

　　Photo | SANY Europe Bedburg Industrial Park

By region, in the first half of this year, SANY achieved sales revenue growth in most major markets, including 50 countries and regions with growth exceeding 100%. These include developed countries such as France and Russia, as well as traditional core countries such as India, Indonesia, and Vietnam, demonstrating solid development quality.

Among them, SANY India grew 109% year on year in the first half, with products exported to Africa, the Middle East, and other regions; the results of the "India Strategy" are remarkable. SANY USA grew 72% year on year, making it one of the fastest-growing original equipment manufacturers in North America. SANY Europe grew more than 40%, with excavator sales up 99%, achieving substantial progress in localization and product adaptability.

Overseas market share of products climbs further

　　Photo | 2020 global excavator sales data released by OFF-HIGHWAY

In 2020, affected by the global pandemic, demand in the overseas construction machinery market contracted. SANY nevertheless firmly advanced its internationalization strategy, thoroughly implemented its established business policies, and made positive progress in internationalization.

On the one hand, SANY vigorously strengthened the core competitiveness of its products, actively recruited international talent, and established international research institutes in each major business unit. In 2020, it launched 51 international products, up 24% year on year, helping to drive up overseas market share.

In the first half of the year, SANY's overseas excavator sales exceeded 10,000 units, with sales revenue surpassing 5 billion yuan, up 145% year on year, and overall overseas market share increased by 2.2 percentage points. In addition, the overseas market shares of SANY crawler cranes and wide-body dump trucks also increased by 23.7 and 10.4 percentage points, respectively.

At present, SANY's excavator machinery ranks first in global sales, concrete machinery remains the world's No. 1, and piling machinery, large-tonnage lifting machinery, and port machinery lead the industry in exports.

Photo | The largest-span continuous beam of the Jakarta-Bandung high-speed railway poured successfully in one go

On the other hand, since the beginning of this year, through innovative measures such as enriching channel models and supporting domestic dealers in going global, SANY has made considerable progress in service capability building, dealer system development, service parts system development, and digitalization.

By the end of June, SANY had established localized dealer systems in more than 100 countries worldwide, with more than 300 high-quality overseas dealers, the most in the industry. Its well-developed dealer service system has brought new vitality and vigor to SANY's internationalization.

Solid pandemic prevention measures are also an important reason for SANY's rapid overseas business progress. "SANY Europe has so far had no infections, and SANY India has provided vaccines to 1,500 employees and their families." According to the introduction, "the smooth and orderly production and operations of overseas bases ensured that we could seize the initiative when the global economy recovered."

　　Photo | SANY Lingang Industrial Park

"We hope that after three to five years of effort, we can build another SANY Heavy Industry overseas." In early June this year, SANY Heavy Industry President Xiang Wenbo said in an exclusive interview with China Securities Journal: "Becoming a brand recognized and accepted by consumers internationally is our goal."

Xiang Wenbo said that in the future, SANY will further increase investment in internationalization, raise the proportion of international sales, and focus on developed countries.