Construction Machinery "Going To Sea" Under The Epidemic Situation: How To Break Through Foreign Trade Orders?

This year, the global outbreak of the epidemic has affected manufacturing bases all over China, and the trade circulation links of foreign trade enterprises have been greatly impacted. In the face of the sudden Black Swan incident, the global industrial chain layout changes quietly, small and medium-sized enterprises are facing challenges and opportunities.

According to customs statistics, from January to April this year, the import and export of equipment manufacturing industry in Hunan Province reached 31.65 billion yuan, an increase of 37.8% over the same period of last year. Even at the most serious time of the epidemic situation, Hunan's equipment manufacturing industry has realized rapid growth.

Hunan, which has Sany Heavy Industry, Shanhe intelligent and other heavy equipment enterprises, is a big manufacturing province. There are 31 major categories of manufacturing industry in Hunan. Since the strategy of "manufacturing a strong province" was put forward in 2015, Hunan has built the advantageous industries such as construction machinery and rail transit into a national business card going to the world, and Hunan has also become the core production area of heavy equipment in large countries.

How to protect their export business under the new normal has become a new opportunity and challenge.

Limited "shock"

In view of the impact of the epidemic on the relevant industrial chain, he Qinghua, chairman and general manager of Shanhe Intelligent Equipment Co., Ltd., told reporters of the 21st century economic report that "the impact of the epidemic must be relatively large. In terms of international trade during the epidemic period, the overall performance was lower than that of last year, but we have done our work more solidly in some places, and the mode is also big Change. "

In response to the impact, he Qinghua said that the company has several measures in international marketing, which have certain differentiation advantages in the industry. For example, international marketing personnel leave the country relatively early, and other companies will be more affected by the epidemic when they plan to go out.

He Qinghua pointed out that before the outbreak of the epidemic, nearly 80% of the company's personnel had entered the marketing market. Now, in Europe and Southeast Asia, the sales staff are still full.

During this period, through its online activities, the overall work including international marketing has become a normal thing.

"Compared with the past, this year has been the best year for localization construction in foreign countries. For example, the localization of teams in Europe and the United States, and the growing number of sales staff in Vietnam, Laos and Cambodia are also the guarantee of sales organization. Moreover, the employment and selection of some high-end talents are basically done online, which has achieved very good results Fruit. " He Qinghua pointed out.

For international marketing in the second half of the year, he Qinghua thinks that if there is no big accident, the overall situation will be better than that in the first half of the year. It may be worse in some regions affected by uncertain factors, but overall, the sales volume is still considerable.

Luo Mingju, chairman of Hunan Zhonggu Technology Co., Ltd., also told the 21st century economic reporter that the epidemic started in January, but the company is still in normal operation. In March and April, the company began to be affected by the relevant freight control, and the pressure of transportation load was greater. In the first half of the year, the company's purchase order can be completed smoothly.

Transition line

Previously, according to the report on cross border e-commerce development of construction machinery released at Alibaba international station online industry exhibition, in 2020, China's construction machinery exports were booming, and in the first half of the year, the number of inquiries per customer, the number of buyers per customer, and the number of orders increased significantly. In the first half of the year, the number of inquiry buyers in the construction machinery industry increased by 57% on average every month, and the orders for construction machinery products averaged monthly The increase was 119%, which rose to 175% in June.

From the perspective of destination, the countries along the belt and road, especially Southeast Asia, are the main export places of China's construction machinery, and Southeast Asia accounts for 10% of the total number of buyers. The main products exported to developed countries such as Japan, the Philippines and other developed countries.

With the introduction of the "infrastructure construction" policy in 2021, countries in the belt and road region are expected to have a new round of "infrastructure market stimulus" and "the belt and road" will have a significant advantage in the global market.

Shen Deyi, chairman of Hunan youzuan Engineering Technology Co., Ltd., pointed out to the reporter that Zoomlion and Sany Heavy Industry are the main engine, and their companies are supporting facilities. "Especially since this year's epidemic, you can see that all the exhibitions have been suspended, the customers can't make it, and we can't go out. In the past, a large part of our business relying on offline development has to switch to online business. ”

"This year, we all moved to online. Alibaba also considered the value of its customers. Since April, they have been actively opening training camps for cross-border online Red broadcasting. We are also following Ali's pace, so we participated in two Alibaba live training camps in April. This year, we achieved online exposure through live webcast and increased platform investment through a series of measures, and the sales volume increased by 300% compared with the same period last year. " Mr Shen said.

Since May, the number of inquiries and online visitors of their company has increased significantly compared with those in previous years. "I would like to say that the epidemic may have brought a blow to the world, but for our industry, its market is still there, and its customers are still there." "It's just that it has moved from offline purchasing habits to online shopping," Shen said

After opening up the sales channels, another big problem in solving foreign trade export is freight and after-sales problems.

Shen Deyi told the 21st century economic reporter that when the epidemic situation is serious, logistics must be impacted. There was also a period of time when Chinese factories were shut down and there was demand from abroad, but they could not do it.

In view of the after-sales problems, it said that the company produces consumable parts, less after-sales, and generally provides overseas maintenance services through Sany Heavy Industry.

In addition, Shen Deyi also pointed out that the online trade of heavy equipment is a long process. During the trading time of one or two months and half a year, it is necessary to continuously upgrade the online service, and the inquiry communication and the visualization of commodity expression are the breakthrough points. For heavy equipment, in fact, online is closer to reality than offline. In the past, only two samples were put in the exhibition, and online promotion can better show the scientific research strength of enterprises.