Sany Heavy Industry Co., Ltd.

Company Profile

Sany Heavy Industry is a globally leading manufacturer of construction machinery and the first privately-owned listed company in China's construction machinery industry (A-share code: 600031). The company's main products include a full range of construction machinery such as concrete machinery, excavating machinery, and lifting machinery, among which its excavator sales have long ranked among the top in the world. As an international enterprise, Sany has multiple R&D and manufacturing bases overseas. Its core operating entity is Sany Heavy Industry Co., Ltd. Kunshan, Jiangsu, is one of its important production bases (Sany Kunshan Industrial Park), primarily responsible for the manufacturing of excavators and other equipment.

Project Background

1. Since its establishment nearly two decades ago, Sany Heavy Industry has achieved rapid expansion and high-speed development, setting a strategic goal of exceeding RMB 100 billion in revenue. However, in recent years, with the reshuffling of the logistics market and intensifying competition, Sany Heavy Industry has faced the dual challenge of increasing growth rates and improving gross profit margins, while the development of innovative businesses has also encountered difficulties.

2. How to seek sustainable growth, reshape the marketing system, deeply explore the brand value of Sany Heavy Industry, activate the organization, and build a team that matches the strategic goal of RMB 100 billion in revenue has become the top priority for the technological development of Sany Heavy Industry.

Project Process

1. The RIO consulting team conducted a comprehensive review of Sany Heavy Industry's strategic goals and its marketing management system, helping the company re-establish its strategic objectives, define new market directions, identify target customers, and develop a scientific customer classification and tiered management system. This enabled the company to achieve rational resource allocation and focused, effective utilization of resources.

2. Guided Sany Heavy Industry in improving its marketing management processes and established a closed-loop system for the Lead to Cash (LTC) process, using a scientific sales management system to comprehensively enhance the company's operational efficiency.

3. RIO helped Sany Heavy Industry establish a marketing incentive program, linking the income of marketing and business development personnel to factors such as customer credit terms, capital recovery rate, product gross margin, and inventory. RIO also upgraded the marketing talent management and development program, laying a solid foundation for the company's future growth.

Implementation Results

1. Sany Heavy Industry's market positioning became clearer, with a well-defined target market and flagship products.

2. A new marketing system and management system were established for Sany Heavy Industry, with an organizational structure supporting the achievement of strategic goals.

3. In the very year that the RIO consulting team provided coaching, Sany Heavy Industry achieved excellent performance with an annual sales growth of 35%.