Europe has an important and unique position in the "Belt and Road" partnership. In recent years, the signing of a series of bilateral economic and trade agreements between China and the EU has provided a bridge for cooperation between the two sides and has created more possibilities for Chinese construction machinery companies. The 31st came to Europe in 2006 and set up an office in Germany. After many years of meticulous operation, the "European R&D and manufacturing" engineering machinery products have developed rapidly. In 2016, Trinity Europe’s sales increased significantly, with excavator sales increasing by 227% from 2015.

Sino-German technology fusion product portfolio won recognition

Leader inspects Trinity European Industrial Park

In 2011, Trinity Bedford Industrial Park, which invested 100 million euros, was officially put into operation. With this 20,000-square-meter production base, Sany Europe has achieved rapid and steady development. According to Deng Haijun, general manager of Sany Europe, this is due to the localized production strategy of Sany Europe.

According to Deng Haijun, general manager of Sany Europe, this is due to the localized production strategy of Sany Europe. As early as six years ago, Trinity Europe set up an R&D center, which took the lead in the field of equipment development and sought breakthroughs in product performance itself. It is understood that the European market has strict CE certification requirements for products, and the technical threshold is higher than most of the global market. Existing domestic products must complete localization changes and CE certification before they can enter the European market. Therefore, Sany Europe first spent a lot of effort to research and develop products that comply with local laws and identify the preferences of European customers. Deng Haijun said that as a new brand, Sany entered the European market, has a dynamic, strong ability to adapt to the market, combined the "China manufacturing advantages + Europe and the United States technical advantages," and gradually gained the recognition of European and global customers.

Local machine manufactured by SANY Europe is operating

After the acquisition of Putzmeister in 2012, Trinity Europe has adjusted its business direction in a timely manner. It has changed from concrete machinery to mobile port machinery equipment, excavators, crawler cranes and pile drivers, and has continued to create new product mixes.

Among them, port machinery products such as stackers and front hangers quickly opened up in the local market. In the Euro-China railway terminal Duisburg, Belgium's largest port Antwerp, Europe's sixth-largest port, Zeebrugge, and other European shipping hubs, the equipment of the Port of Sanya can be seen everywhere. In 2014, when President Xi Jinping visited Germany to cut the ribbon for the new EU-China railway line in Europe and China, multiple front-to-back cranes manufactured by SANY Europe were on site. It can be said that in the construction of the “International Logistics Great Artery”, the Trinity equipment has made a lot of contributions.

Trinity debuted at the BMW Exhibition in Munich, Germany

In 2015, Sany Europe focused on excavators as the main product, bringing Sany’s ace products in China to Europe. After passing the strict EU product safety certification, during the BMW exhibition in Munich, Sany launched 12 excavator products tailored to the European market in depth, and achieved nearly 700 million intentional orders.

“In the mature, stable and competitive market in Europe, Sany’s initial goal is to achieve sales of 1,000 excavator machines and improve the brand awareness of the machine.” In an interview with the local media, Deng Haijun expressed his confidence in In the future, the market share of SANY's excavators in Europe will increase to 5% to 10%.

Localization talents and sales network catalyze the future development of the market

Deng Haijun (right) presents awards to outstanding agents and Theo (left) hosts the event

In addition to high-quality product output, how to build a localized team as soon as possible is a key task for Sany Europe’s overseas development. In the factory in Bedburg, employees are almost all skilled German workers. At present, there are more than 60 members of the Sany Europe management team. The company's middle and top managers are basically from Germany and other European countries. The localization rate reaches 85%. This lean localization team also enabled Sany to integrate into the local socio-economic life more quickly.

Theo van Horck is Dutch, proficient in English, German, Dutch, Spanish and many other languages. He joined Sany Europe in 2014 as regional marketing manager for digging machine products in German. He very much agrees with the culture of the Trinity. He said that the work here is full of passion. The most important thing is that he is very optimistic about the long-term development of the 31st in Europe. This year, Theo also reported a Chinese language class and worked hard to improve his Chinese language skills while working hard.

Trinity Europe Service Engineer

In addition to the localization of talents, an increasingly perfect network of agents is also the key to Sany Europe's ability to quickly open up the market. As the largest excavator market in Europe, the UK is one of the top three in the European construction machinery market. In June 2015, Trinity Europe's excavators were formally listed in the UK. TDL, a local agent, successfully sold more than 30 Trinity excavators to customers for trial and received good feedback. TDL's rapid and effective actions also opened the way for Trinity Europe to further expand its UK market.

It is understood that Sany currently has 24 powerful agents in Europe. In 2016 alone, 12 new European agents signed an agency agreement with Sany. Deng Haijun believes that this fast-growing agent team will further improve the service level of SANYE Europe and boost its international development. At the same time, he can also feel the tremendous boost brought by the “Belt and Road Initiative” to the development of Chinese enterprises. .

Trinity Europe's production plant in Bedburg Industrial Park

The current Trinity has taken a deep root in Europe. With the advancing of the "Belt and Road Initiative," Sany Europe has also ushered in new opportunities for development. Since 2013, the “16+1” model of cooperation between China and Central and Eastern Europe has been gradually phased out, and a large number of Chinese-funded projects have begun to emerge in the markets of Central and Eastern Europe and Turkey. Deng Haijun said that in the future, Sany Europe will identify Central and Eastern Europe as a key market and strive to find a model in which the “One Belt and One Road” medium- and long-term business is closely integrated with the local economy to meet a new market opportunity period. (This article is from Trinity)