The 31 international full development of overseas income broken billion
Data show that in 2013, 31 companies overseas sales revenue reached a record high of 10 billion 874 million yuan, accounting for 29.92% of the company's annual revenue. Now the Chinese construction machinery giant is speeding up the internationalization target.
In April 30th, Sany released the 2013 annual report and a quarterly report in 2014. In the two earnings reports, the company's operating income and net profit were in a downward trend, consistent with the overall performance trend of the industry. From the annual data point of view, Sany in the decline in profitability at the same time, showing a strong market position of the main industry, the steady growth of international business, cost control effectiveness remarkable characteristics, to provide support for subsequent performance rebound. Despite the slowdown in domestic economic growth, 31 has gained new momentum from a breakthrough in overseas markets. In 2013, the company's export growth rate was the first in the industry, and 31 of the United States achieved profitability. The Middle East, Asia Pacific, Russia, South Africa, North Africa and other large regions achieved profitability, and the international business grew by an average of 24.42%. This shows that, with the further construction and improvement of overseas marketing service system, "the world's 31" is accelerating the rise.
Asia Pacific region doubled six times in five years
Because of its geographical location and cultural proximity, Sany has taken a solid step towards internationalization in the Asia Pacific region. As the "big brother" of the local construction machinery industry in China, from 2009 sowing "seeds", 31 Asia Pacific for 5 years will be the Asia Pacific new construction machinery market into China territory, subversion of the traditional dominated by the international heavyweights of the Asia Pacific market structure.
For the "pioneer", 31 Asia Pacific General Manager Xie Feng told the author, before 2009, the new construction machinery market in the Asia Pacific region is almost dominated by the United States, Europe, Japan, Korea and other international giants, China Construction Machinery Corps is only a small role". In the face of the lack of discourse power, 31 tried to break the deadlock.
In 2009, Xie Feng and a number of the company's marketing elite was sent to a number of countries in the Asia Pacific region, start dealing with customers, we did not eat cold-shoulder treatment. But the 31 through the localization of talent and management agents soon in the Asia Pacific region "wasteland expansion", headquartered in Thailand, 31 in the Asia Pacific region was formally established in 2012, the year sales exceeded 1 billion yuan, second years up to 1 billion 800 million yuan, five years performance over six times. In Thailand, India, Australia, Burma, Vietnam, Singapore several key markets, 31 exports ranked first in China's industry, 31 car crane market share in Thailand has more than 70%.
The news shows that China and ASEAN leaders have set the trade volume of 1 trillion US dollars by 2020. Xie Feng believes that the Asia Pacific region has been the 31 international pacesetter, in the next "Diamond ten years" cooperation period, the 31 Asia Pacific big leap forward horn just sounded.
The company began to profit last year
In the global construction machinery accounted for 1/4 manufacturing, consumption Town America, 31 in the last year for the first time to achieve profitability.
It is understood that the annual output value of about $40 billion in construction machinery. But the cake bigger, so for the 31 recruits, is still very difficult to chew. Construction machinery market in the United States is quite mature, 31 more than the face of Caterpillar, Teleikesi and other local powerful opponents, but also with Komatsu, Volvo and other foreign brands compete. But before this, the U.S. market for Chinese products impression in general is low price and poor quality.
The "localization" strategy of internationalization is always 31. In 2011, Sany investment and construction of American manufacturing and R & D base officially put into operation, 31 emphasis on research and development and marketing of the "American" characteristics, local staff accounted for 73%. In the high-end market in Europe and America developed "8" series of crawler cranes, cranes and other off-road tires products to gain market breakthrough. Among them, the crawler crane market share in North America has been ranked in the top 5. In addition, 31 excavator sales rose steadily, port business is being carried out. Digging machine is important engineering machinery products, North America is the world's second single country market, Sany believes that Future Ltd excavator products have great promoting space.
Stimulating economic growth overseas events
Brazil, Russia in the Annunciation, a key factor is the economic competition.
The government of Brazil for the world cup and the Olympic Games tournament two invested a total of nearly $100 billion of public finance, mainly for the construction of venues, transportation construction, renovation and accommodation airport construction, which has become a double engine driving the steady and rapid economic growth of Brazil". In the expert opinion, the world cup and the Olympic Games is more like the Brazil market this big cake cherry on top. Involves a large number of oil and gas, the energy industry in Brazil in recent years to start the project, ports, railways and bridges, hydropower and other infrastructure construction projects, is the largest part of the cake.
The General Administration of customs statistics, exports in 2013 the year of Chinese automobile crane in Brazil has exceeded $140 million, second $about 70000000 than Saudi Arabia nearly twice as high. The automobile crane Chinese brand has occupied 85% of Brazil's local market share, of which three crane local market share reached 37%, for two consecutive years ranked first.
In addition, the 31 headed China machinery enterprises in Russia also enjoy the bonus event". The 2018 World Cup, Russia will invest $19 billion 200 million for the construction of venues and infrastructure construction. It is conceivable that many Russian city daily in the engineering machinery rumbling operation voice promoting event facilities.
31, for Russian Alpine regional adaptability and localization of language has been improved, has participated in the Moscow Federal Building project, Varro Niger nuclear power plant project, the Sochi Winter Olympics project, National Petroleum and natural gas projects and other key construction projects, the Russia Company began to profit last year.
Perhaps 31 of the profit is only the first step, the future of the Russian market is full of great potential. Statistics show that in recent years the Russian construction market demand average annual growth of more than 12%.
Speed up internationalization
In the more than 10 years of rapid development Chinese machinery industry, as well as other domestic engineering machinery enterprises, Sany is currently hovering at a crossroads. Facing the fact that the domestic market is saturated and the growth is weak, Sany has put more eyes on the international stage. Since 2002, in the overseas market for more than 10 years, relying on Sany products, talent localization and focus products, focus on the market of the "double poly" strategy, in addition to the direct investment in local factories, will also buy Putzmeister capsule, and the establishment of a joint venture with Austria's Parr figg. Thanks to these strategic initiatives, Sany's overseas income increased to 8 billion 740 million yuan in 2012, accounting for 20% of the total revenue. From 2011 to 2013, Sany achieved overseas sales of 3 billion 425 million yuan, 8 billion 740 million yuan, 10 billion 874 million yuan, respectively, an increase of 60.72%, 155.18%, 24.42%.
Sany has high hopes for this year in its annual report. The company believes that, in the short term, there are still uncertainties in global economic growth. By domestic macroeconomic restructuring and development, fixed asset investment growth and other factors, the industry is still in the stage of adjustment, the growth rate is difficult to have a big improvement, but as the forerunner of the mining machinery has been the first to rebound, roads, lifting machinery and mining machinery after 2014 following the start, the industry is expected to enter the recovery channel.
In the medium and long term, according to the IMF forecast, the global GDP growth in 2014 and 2015 will reach 3.6% and 3.9% respectively, the first "synchronous recovery" since the financial crisis". The economic growth in the United States has improved significantly, and the European economy has recovered weakly. The major emerging economies are facing some difficulties, but they have good fundamentals. With the accelerated process of urbanization, resulting in investment demand of about 42 trillion yuan, in addition to low-income housing construction, railway, city rail traffic and water conservancy facilities, and rural land intensive management and other positive factors, the motive force of the development of construction machinery industry will be enhanced.
The Sany board pointed out that "risk control, focus on the market, reduce costs, and select talents" is still a period at present and in the future focus of the business, this is the company out of the industry downturn, win key initiatives in the future market.
"Man Road as the iron, chamc." Although facing the industry downturn, the reality of competition, but the 31 group will still adhere to the "quality changes the world" values, change the image of the world China manufacturing products to high-quality products and services, to achieve the "Chinese dream contribute to a positive energy".
