SANY Products Take Root in Asia-Pacific Sales Revenue Exceeds 1 Billion RMB

“There are many customers who ask us to talk about cooperation,” said Mr. Xie Feng, general manager of SANY Asia-Pacific. Xie said SANY achieves its brand popularity gradually. “From distrust in the beginning to willingness to buy SANY products now, we are winning customers’ hearts,” he said.

High-quality Products Attract Customers

According to Xie, the SANY Asia-Pacific region covers Southeast Asia, including 10 branches in locations including Singapore, Indonesia, Australia, Vietnam, Thailand and Malaysia.

Xie found customers in the Asia-Pacific region more willing to buy European and American products. They rarely bought construction machinery products made in China. He recalled that when he investigated the market in a Singapore building site five years ago, he talked with a customer who told him customers distrust the quality of Chinese-made products.

“Only high-quality products and services will win customer recognition and loyalty, Xie said. “SANY’s high-quality products will play an important role in our sales success,” he said.

To fully understand customers’ needs, Xie and his colleagues regularly visit customers to obtain feedback on product requirements and requested features. After that, Xie works with SANY research personnel to implement changes in the equipment. When the revised products are available, Xie asks customers to operate the machines themselves so that they can have a better understanding of equipment capabilities.

The customer-focused products soon gained recognition in the marketplace. Of the six concrete placing booms working on the construction of Marina Bay in Singapore in 2007, four were SANY machines. “Our concrete placing booms functioned well throughout the whole project,” Xie said.

Due to SANY’s high-quality products and strong service, its equipment sells well in the Asia-Pacific region. In April, 35 SANY excavators were sold in Vietnam. In May, more than 50 crawler cranes were sold in Singapore, making SANY Singapore’s top-selling crawler crane brand. In June, SANY’s reach stacker was first sold in Malaysia, and the first heavy-duty forklift was sold in the Philippines. In July, SANY’s 43-meter concrete boom became “Malaysia’s First Pump.”

Excellent Service Wins Customer Recognition

“We select SANY dealers very carefully, so that we create a powerful combination of excellent products and service,” Xie said.   

SANY spares no effort to help its dealers become bigger and stronger. “We have provided over 100 training sessions for dealers in the Asia-Pacific region just this year,” said Hu Lei, supervisor of SANY Asia-Pacific dealers.

After training, the dealers have a better understanding of SANY products’ structural features, functions and operational maintenance, he said.

With the help of SANY, dealer service in the Asia-Pacific region has become a benchmark in the industry. The head of Good Top, a SANY Asia-Pacific dealer, said one customer send him a thank you letter that read, “Purchasing SANY equipment, we not only get high-quality products, but also excellent service. Though there are more than 400 km between our construction site and SANY’s service office, its service engineers still come to overhaul our equipment on weekends. This kind of excellent service is really appreciated.”  

“Though SANY’s service has gotten customer recognition, we still need to strengthen the establishment of our service system and make our dealers bigger and stronger,” Xie said.