International Chinese engineering machinery takes "quality" to go to Africa
The day before the second session of South Africa, BMW International Construction Machinery Exhibition held in Johannesburg Exhibition Center, which is the largest construction machinery exhibition in africa. The exhibition has been set up in China, with more than 130 Chinese companies appearing, and China has become the country with the largest exhibitors except the host South Africa. China engineering machinery brand by Xugong Group, 31 group, Liugong group, Shandong Lingong represented a strong debut, showing China enterprise internationalization. Compared with the first exhibition held two years ago, Chinese construction machinery enterprises are pioneering and technological pioneers, backed by services, and famous for their quality. They are strengthening and expanding in the African market.
Obtain market orders with quality
In the exhibition area of the 31 group, the banner of "quality changing the world" is very striking in Chinese and English. "Quality" has become the biggest feature of China's construction machinery enterprises. I visited the 31 group, Xugong Group, Liugong group, Shandong Lingong exhibition, whether it is a car crane, vehicle, or loaders, excavators, all with modern style, and around the international brand is more dazzling than. The 31 group exhibition area performs 3 excavator stunt performances every day. The Chinese driver dug the eggs with a bucket and opened the bottle caps. The quality was most vividly expressed, causing the on-site applause.
Joel Ajavon from Benin caremon group purchasing manager told the author that the stunt is very exciting, the reliability and function China powerful equipment. "In 2007, our company had bought 6 31 front cranes, and the effect was very good. We want to be 31 partners, and we want to sell 31 of our products in Benin and West Africa. Aya Weng said, now it is in the construction phase, the African market of port equipment, excavators, engineering equipment have great demand, "Chinese products can meet this demand".
"We signed a $3 million order on the first day of the exhibition," said Zhu Dong, the general manager of the 31 Group South Africa subsidiary. Recently, 31 just launched a small excavator in the South African market, and 6 of the spot products were on sale. This shows the heat of Chinese products in the African market. He said that there are tens of thousands of equipment in Africa, and 31 of the sales of the crane in the South African market are ranked the top two, and the excavator plan to enter the top five in 3 years. 31. Quality test is very important, he said. 31 the equipment exported to South Africa has been tested for more than 3 years in China, because every export product represents the dignity and image of an enterprise.
Elaine, chief executive of Munich International Expo Group, said that Africa is an emerging market and has great potential in infrastructure construction, mining and other fields. At present, China's construction machinery and equipment is everywhere in Africa, thanks to the high cost performance of Chinese equipment, and the improvement of the quality, design and innovation of the equipment. On the other hand, it also benefits from the close political and economic relations between China and Africa.
Win customer trust by after sale
The blacksmith needs its own hardware "Lianhaoneigong" is the enterprise China said most of the sentence. Faced with fierce market competition, Chinese enterprises have achieved rapid development in quality and technology, and upgrading services has become a new "internal strength" for Chinese enterprises to take root in Africa.
On the one hand, Chinese enterprises launch local products according to the needs of different markets in Africa. Zhang Jie, general manager of South Africa, general manager of Xugong Group Import and Export Co., Ltd., said that in North Africa desert area, Xugong has launched targeted cranes and graders desert products, and equipped special filtration system to deal with sandstorms. In addition, Xugong also launched a corresponding mining loader according to the needs of the African mining field.
On the other hand, after-sales service is also the key to taking root in the local market. Xugong Group opened the "The Belt and Road" service station for South Africa in the prelude to the show, intended to enhance the service quality of customer service products. At present, Xugong has built 20 service spare parts centers and 6 training centers in Africa. Shi Dong, manager of marketing department of Shandong Lingong Construction Machinery Co import and export company, said that the most basic measure of after-sale service is the timely supply of parts, which can best test the value of a brand in the customer. To this end, Shandong Lingong in Africa will extend the product warranty time 2500 to 3000 hours, the spare parts supply rate of 90% - 95% of the world's high-end brand standards.
"Using quality to change the world 's prejudice of' made in China '." Zhu Dong believes that in all kinds of high-profile exhibitions, they compete with international brands on the same stage. Chinese brands have higher cost performance, higher product reliability, lower maintenance cost and lower comprehensive utilization cost, so they have enough advantages to win the market. "After sale, we put forward the concept of" 24 hours ". Any problem customers need to make a phone call to win customers' trust. Word of mouth is spread like this. Zhu Dong said.
Make enterprising "made in China"
"China's mechanical engineering equipment has been through many years of efforts, the reliability and quality of device performance has been able to compete with world-class products, which has been recognized by many customers." Zhu Xiongbing, general manager of the Liugong South Africa Company, said. At the same time, Chinese enterprises have gradually established the network of sales, service and accessories supply system in foreign countries in recent years, so as to eliminate the worries of the customers. The cost of the total use of Chinese products, including the cost of purchasing the whole machine, service and accessories, is advantageous. The exhibitors Terex (Shanghai) machinery limited company engineer Liu Yunzhou said that at present the advantages of China engineering machinery and equipment in the global market is mainly reflected in the cost control, production, design, technology and constantly improve the level of related industries is relatively mature.
Zhu Xiongbing believes that Africa's infrastructure is lagging behind, but its economic development is fast, and China Africa's political and economic relations are close. China's products are easy to operate, reliable in performance, practical and cost-effective, and are highly adaptable to Africa. At present, the infrastructure projects of Chinese companies are almost everywhere in African countries. Chinese enterprises choose Chinese construction machinery equipment, which also has a good demonstration effect.
Senior Engineer Li Yunsheng Chinese Engineering Machinery Industry Association said that the African market for quality requirements are very high, so China enterprises in quality and standard Lianhaoneigong, to improve product quality, so that the market for African countries to be more competitive, rather than simply relying on price competition. The whole product export must have after sale support, but also think how to meet the needs of the local market.
Terex (China) Investment Limited company of international sales manager Pan Yuan said, the future Chinese engineering machinery and equipment from the end towards the high-end market in the process also needs in the sales and service network laying, localization degree, parts reliability, response speed and other aspects.
"5 years ago," made in China "is no longer the same with today. Chinese enterprises are making progress, and the world's awareness of Chinese brands is improving step by step. In the next 10 years, I believe that Chinese enterprises will be able to catch up in an all-round way. Zhu Dong was full of confidence.
