SHANGHAI, Dec. 1, 2016 /PRNewswire/ -- On the first day of Bauma China 2016, the China-U.S. Expert Senior Level Talks, sponsored by SANY E-business center, were held at the SANY exhibition hall. Experts from home and abroad gathered together to discuss how Chinese construction machinery companies can build international brands, rapidly establish overseas sales networks, and more.
"SANY's international course has seen steady development since its official entrance into the international market in 2000. Over that time, SANY has gradually attached more importance to its internationalization and provided more resource support. The company's international market share reached 44% in October of this year," Deng Haijun, General Manager of SANY's European business unit said.
Deng has experienced a lot during the last 16 years of SANY's overseas development. "Over the previous eight years we have explored how to adapt to overseas market requirements, so we consistently improve our product quality to meet local requirements and some product features even surpass our competitors'. Nowadays, our focus is on how to improve our brand image and grow its popularity. Since 2012, SANY's overseas brand recognition has been remarkably improved through a series of international events, such as Japan's Fukushima nuclear power rescue, the Chile mine rescue, and the purchase of Putzmeister. Our current task is to improve SANY's overseas reputation. Advanced technology and well-rounded service, along with full parts support and good reputation will greatly enhance our market influence."
As for SANY's brand influence in overseas markets, Mr. Charles Yengst, Chairman of Yengst Associates Inc., a famous think tank, commented, "SANY is pretty well-known in the United States. It takes a long time to develop a brand in a country such as the United States, which already has big companies like Caterpillar and John Deer that have been established for decades and have dominated the industry. But companies such as SANY have walked into such markets in their own way from the small markets that they grew up in and then grown fast with their quality products, service and dealer networks."
Mr. Chris Hill, senior editor of Equipment World, an industry magazine in North America, analyzed the change of brand preference in North America's construction machinery market. "Branding preference used to be a leading issue for the construction machinery industry, but now the equipment is more significant, such as technical applications, work solutions, and also a company's service capabilities. The construction machinery equipment business is really a relationship business; that's very important for the dealers, the customers and the company."
The forum won the recognition of journalists who cover the construction machinery industry, who approved of SANY's international development. Participants also discussed issues surrounding financial management and post-market development.
SANY is a leading global heavy machinery manufacturer with plants in the US, Germany, Brazil and India, and business covering over 100 countries and regions worldwide. The company has been recognized as one of the most innovative and successful companies in the world, and its concrete machinery is ranked No. 1 globally.
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