Sany in Latin America: "slow disease enemies" customer service service
In 2007, the construction machinery market in Latin America was the world of Caterpillar and Komatsu, so how did Sany sustain itself in the overseas market?
At the beginning of the beginning is very difficult, in 8 years, 31 overseas people pay a lot, look back at the 8 years' achievements benefited from many aspects, such as high quality, cost-effective products to meet customer needs, but the most worth mentioning is the efficient pre-sale customer service service." 31 Xu Ming, the general manager of the Latin American District, said.
Taking pre sale financing as an example, financing difficulty is the inevitable problem for every equipment enterprise to enter Brazil. "Brazilian consumption habits are very unique. Installments are very common. In other countries, they sell a device, or they will pay immediately, or at the very least a year, but in Brazil, it will take 3 to 5 years to pay off."
Instalments require financial support, but most local banks in Brazil are not interested in equipment financing. Even if financing is provided, the annual interest rate is often 18% - 20%. Although Brazil CDB will only 6% - 8% of the annual interest to provide a low interest loans, but in order to protect the domestic industry, the low interest loans offered only to realize the localization of Brazil products, such as Caterpillar, and even 31 Factories in Brazil, it is only in the local assembly, is still not in conformity with the requirements of the use of low interest loans.
"We are going to compete with Caterpillar. What do we do? The interest difference is so big that if you want to cut a piece from the Caterpillar cake, you have to reduce the interest rate between us and the local enterprise. Xiao Hua said, 31 for the high quality customers to take a discount service, "profit at least 15% - 20% out."
Take after service as an example, how important is the after-sales service to the equipment industry? The answer is, it's money per second. "For large equipment such as cranes, a day is a huge loss per day. But the large equipment parts are often expensive, and the user will not prepare spare parts in advance. Once the problems arise, they can only turn to the after-sales service of the manufacturers. " After a quarter of the after-sales service, the machine resumed production a minute earlier, and the loss would be reduced by one point.
From 2007 to 2009, 31 in Brazil was only a small brother in the machinery and equipment industry, with only two or three customers on hand. But for those few customers, 31 sent 3 after-sale service personnel from China to the customers' cities, tracking the equipment running and catching up with any problems at any time. "The proportion of this service and customer, compared with our other overseas markets, is quite extravagant."
After sale service is done by one customer and one customer. 31 subversion of the international engineering machinery industry service standards, not only to establish a first-class international call service system, GPS positioning and remote diagnosis system, also created the "all for customers" and "rapid slow enemies" concept, the nursing doctor patient care mechanism, similar to the auto industry "6S store" service mode the introduction of the industry. Now 31 in Brazil all after sale response speed is about 48 hours, "is quite fast."
In June 8th this year, 3 in Brazil, the governor of Mato Grosso meeting held in the state capital of Porto Velho, and signed a letter of intent, to support the construction of the "two ocean Railway" initiative. Xu Ming said: "hope 31 full line products with high quality, cost-effective and good service, to become a strong competitor of the project."
In Chile, in a world-famous rescue operation 5 years ago, 31 of the equipment and services entered the center of media attention. In the rescue of 33 underground miners, 31 of 400 tons of crawler cranes were selected by the Chilean government to participate in the rescue, becoming the only large-scale rescue machinery from China. In order to meet the needs of rescue, 31 engineers from China stayed at the rescue site day and night, and 31 headquarters also sent parts that the crane might need.
"The ten largest venues in the world cup, 8 of which are built by 31 devices," and a St Paul enterprise bought more than 100 31 devices continuously. The Olympic venues in Rio will also appear 31. Data from 31 showed that the market share of the excavators and other Earthwork Products rose from 3% to 6%, while the market share of the lifting equipment was around 40%.
"The economy of China and Latin America are complementary to each other. Latin America has abundant natural resources. China has mature industrial technology and independent economic system, and its manufacturing capacity is improving. Many countries in Latin America still have no integrated industrial system. China can help them build their own industrial system. Xiang Wenbo, President of Sany, said.
As the saying goes, one minute on the stage takes ten years. In the 31 group to enter the Latin American market, open up the Latin American market achievements behind, we should pay to see the staff, customers are not only high quality products, and quality service, all of which are derived from the 31 "disease slow enemies" work spirit.
