In 2020, Sany concrete machinery ranked first in the world, with a share of over 60%. 1994 when she first entered the field of construction machinery, Sany was just a poor layman, and it took only six years to become a rising star.
In the 1990s, with the rapid development of domestic infrastructure and real estate, international giants set up factories one after another, devouring more than 90% of the domestic market. However, at that time, the joint venture products had to purchase parts from overseas, and the degree of localization was low and the market competitiveness was not strong. Once China local products can be replaced by domestic products, it will bring considerable profits.
Sany Heavy Industry is optimistic about this market, but it has no money to introduce technology, so it can only find its own way. The first product is aimed at the widely used concrete pump. At that time, most traction pumps needed 2 hours to change parts to adjust the displacement. Liang Wengen hired Yi Xiaogang, a senior hydraulic expert, as the chief engineer. Through independent research and development, the flexibility of products has been improved. Construction workers can change the pressure value to control the displacement by simply operating the valve, which meets the needs of complex working conditions and high-intensity operations in China.
In the field of towing pumps, Sany's biggest competitor is Zoomlion, also in Changsha. Zoomlion's advantage is that it has a full range of products and can be customized, so Sany focuses on the absolute performance of the products. 1996, Sany won the first place in China and the second place in the world in the concrete pump competition, and became famous at home and abroad. From 65438 to 0998, Sany successfully developed the first concrete pump truck with a boom of 37 meters, which exceeded the world record of 36 meters at that time and gradually broke the situation that the pump truck with a boom of more than 30 meters relied on imports. This year, Sany Heavy Industry's annual revenue was 200 million, and the pump products contributed 70% of the profits. In 2000, Sany Heavy Industry's market share of tractors and pump trucks was over 40%, ranking first in China, which accumulated funds for the development of excavators.
Sany excavator: overtaking in corners
In 2000, SY200, the first generation excavator product of Sany Heavy Industry, came out, but it had many faults, poor endurance and inferior quality to the mature products of Caterpillar, Komatsu and Hitachi. Even if the price is low, customers will not buy it. But at that time, the after-sales service of foreign brands in China was not perfect. Many small construction teams in China spent a lot of money to buy an excavator. Once it breaks down, it is difficult to find someone to repair it, and it takes a long time to replace the parts, which seriously affects the operating rate.
Therefore, Sany Heavy Industry has created a differentiated advantage in service quality. Based on the inspiration of automobile 4S shop, Sany spent a lot of money to build 6S shop and provide customer service hotline to solve customers' pain points in excavator procurement, maintenance and repair. 200 1 Wednesday put an advertisement on CCTV. Brand promotion, price advantage and after-sales service made up for Sany's shortcomings in product quality. Sany excavator gradually opened the market.
Unlike Sany's insistence on independent research and development, at that time, most domestic counterparts were looking for foreign giants to jointly establish excavator factories. Although this can quickly borrow money, but the constraints are also obvious. For example, after the joint venture, China enterprises are not allowed to carry out excavator business alone; Do not produce the whole machine, only supply accessories; You are not allowed to keep your own brand, etc. Moreover, foreign companies keep pushing down the prices of spare parts provided by China, diluting China's profits and then asking for capital increase. Once China's parent company is unable to chase after the investment, it will lose its right to speak.
Xugong also suffered similar losses. Xugong and Carter set up a joint venture company. Initially, Xugong held 40% of the shares. However, after the cooperation, under the premise of losing money for three years in a row and the production capacity was not up to expectations, the foreign party asked Xugong to expand its shares and chase after the investment. In the end, Xugong had no choice but to sell more than half of its shares, and was unable to carry out the excavator business due to competition restrictions. I can only watch Sany Heavy Industry occupy the market. It was not until 20 10 that Xugong and Caterpillar "broke up" and entered the excavator market on a large scale.
At this time, Sany Heavy Industry has occupied an absolute advantage in the domestic excavator market. 20 1 1 year, Sany Heavy Industry sold 20,000 excavators, with sales exceeding10 billion, ranking first in China with a market share of 18%. In 20 12, Sany excavator won the first place in the survey of trouble-free rate and satisfaction, and took off the hat of poor quality. In 2020, it won the global sales champion with the sales volume of 98,000 vehicles, surpassing the second Caterpillar by more than 30%.
However, leading in sales volume does not mean leading in all-round strength. In 2020, the average tonnage of excavators in China will be 15.5 tons, and Sany, as a domestic leader, will be 15.9 tons, slightly ahead of other domestic brands, but there is still a gap with the level of nearly 20 tons of Caterpillar and Komatsu.
Sany crane: the automobile market is waiting for strength
After entering the 2 1 century, the country has vigorously developed large-scale transportation and water conservancy projects such as the Qinghai-Tibet Railway and the South-to-North Water Transfer Project, and the demand for large-tonnage cranes has soared. At that time, Xugong Group was able to produce cranes with the largest tonnage 150 tons, and 300 and 400 tons of cranes were monopolized by Kobelco of Japan, Terex of the United States and Liebherr of Germany.
Sany Heavy Industry began to set up the Crawler Crane Research Institute in 2004. In 2006, 400 tons of SCC4000 crawler crane rolled off the assembly line, which shocked the industry. 20 10 also participated in the mine rescue in Chile and won the title of "the first crane in China". 20 1 1 year, SCC86000TM with a tonnage of 3,600 tons was launched, which won the title of the first crane in the world.
Although Sany has achieved success in large-tonnage crawler cranes, it started slowly in the field of truck cranes with larger market capacity. On 20 12, Sany established a joint venture with international crane giant Palffi Ge (each party holds 50% of the shares). With the help of Palffi's technical experience and marketing network, Sany's shortcomings in the field of cranes have been promoted.
At present, in the field of domestic truck cranes, Xugong's market share is about 50%, and Sany Heavy Industry and Zoomlion each account for 25%.
How to recreate a "trinity" in the vast overseas market?
Construction machinery shows a certain periodicity because it is linked with demographic dividend, market dividend and policy dividend. For example, the 4 trillion plan in 2008 led to a sharp increase in the demand for construction machinery by -20 1 1 in 2009, and related enterprises earned a lot of money. By 20 12-20 15, the macro-economy entered a period of adjustment, consumer demand was overdrawn, and the revenue of construction machinery enterprises was generally halved. Sany. The profits of Xugong and Zoomlion 20 15 are almost zero.
However, with the development of overseas markets by enterprises and the obvious trend of "mechanical substitution for artificial effect" (the demographic dividend is weakened), the future periodicity of the construction machinery industry will become less and less obvious. Sany Heavy Industry, the industry leader, has the following long-term growth points:
The first is the potential space in overseas markets. Compared with Caterpillar and Komatsu, Sany has a long way to go in the international market. In 2020, its overseas income is 1, 4 1 billion yuan, accounting for 1.4% of the total income, and its overseas share of excavators is only 3%. 202 1 The export of excavators in China increased by 107.4% in the first half of the year. The overall favorable background is conducive to Sany's breakthrough in the international market, which is also the direction that other small and medium-sized construction machinery enterprises should focus on.
Second, Industry-University-Research's service integration. Insisting on independent research and development is the fundamental reason why Sany Heavy Industry can maintain its long-term advantages. At present, Sany has a number of national enterprise technology centers, academician expert workstations and postdoctoral research centers, and has spent about 5% of its income on technology research and development for many years. According to patent data, by the end of 2020, Sany Group had applied for 76 patents 10278, and granted 76 patents13, ranking first in the same industry in China in both the number of applications and the number of grants. At the same time, Sany has a 1700+ service center in the world, which promises to arrive at the site within 2 hours and has a perfect customer service system.
Of course, Sany Heavy Industry needs to continue to tackle key problems in equipment fields such as large excavators. Faced with the price increase and production reduction of upstream steel products, the pressure on procurement costs has risen. Can Sany stabilize sales after repeated price increases? Is it wise to expand production capacity at the same time? Under the general trend of intelligence, unmanned, electrification, energy saving and environmental protection, how will Sany, as a private enterprise, take over and maintain its leading position? Welcome to leave your opinion in the comments section.