31 Germany absorbs localization talent to enter European market
"Throughout Europe, the construction machinery capital should be said to be in Germany, where it is easier to find talent.". Second, Germany itself is one of the largest markets." He Dongdong, vice president of the former 31 group, managing director of Sany German company, senior vice president of 31 group, chief process information officer, explained the reasons for choosing germany.
On January 29, 2009, Chinese Premier Wen Jiabao attended the signing ceremony of the 31 group and the northern state of Berlin during the visit to Germany with German Chancellor Merkel. In June 20, 2011, after three years of preparation to invest 100 million euros Sany Germany bedburg Industrial Park, in Wen Jiabao before the prime minister's visit to Germany held a formal opening ceremony. This project is the largest industrial investment of Chinese enterprises in germany.
2009-2012 then Sany Germany company director general manager He Dongdong revealed that 31 of Germany to "respect and tolerance" principle, absorbed from Putzmeister, Shi Weiyin, DEUTZ and other outstanding enterprises high-end talent to join the team members once close to 300 people, the local rate reached 85%, the team, product, and market from the industrial Park "0" to "1" changes.
In the next two years, He Dongdong in charge of the product line, in accordance with the new pump, European standards and market development of the mixer and other products sold in Europe and the United States Germany, Italy and France, the 31 concrete equipment in the European high-end market breakthrough, forming a huge pressure on the concrete equipment in the world first brand Putzmeister, and contributed to the later 31 acquisition of putzmeister.
Reported that Putzmeister company name meaning "concrete expert", is a small and medium-sized manufacturing enterprises in Germany to produce the "invisible champion" for example the industry niche market. But the company was battered by the financial crisis, with sales down from 1 billion euros to 440 million, and Sany was forced to take the throne in 2009.
In 2012, with 58 years of history of the German concrete pump manufacturer is China Putzmeister rival Sany for 360 million euros (about 2 billion 686 million yuan) acquisition, achieve Tunxiang perfect counter attack. There is no doubt that 31 German plays a critical role in the process of the acquisition of putzmeister.
After the completion of the acquisition of Sany, according to local conditions, and not to shift production to China, but the market segmentation, sell their production in the Chinese pump in China, other than sales in Germany Putzmeister pump production. Among them, the product still adopts Germany Putzmeister design, and use from the original purchaser of parts. The German company is more like the global distribution center of Sany, the parent company.
Sany is not the first Chinese company to invest and build in Germany, but it is the largest manufacturing project so far. To some extent, Sany may provide an example for Chinese machinery manufacturers to enter the European market and improve brand quality.
