Owing to its continuous innovation in the business models, SANY has achieved a lot over the previous 20 years. This year, with the combination of the Internet, SANY brings about a revolutionary innovation to the traditional marketing model again by introducing the O2O (Online to Offline) mode. In Bauma 2016, SANY will start a global sales carnival both online and offline.
Global Sales Carnival to come soon
In previous exhibitions, due to the limit in time and space, the experience of SANY’s excellence was limited to people’s presence on site. However, in Bauma 2016, SANY will break the limit and start a new exhibiting model, which presents online and offline interactions. SANY will introduce its advanced O2O E-commerce marketing model.
During Bauma, all customers around the world can participate in real-time interactive events via internet and place orders easily, quickly from any place in the world. With the help of internet, SANY will also present the whole process of O2O E-commerce and organize a global sales carnival with SANY products to attract the most attention of customers around the world, receive the intent of purchase from customers, and show the beauty of SANY E-commerce model.
Experts hold that SANY will go one step ahead of the industry again by applying “O2O” business model to the construction machinery industry.
Moreover, this exhibition will be on live show via social media including Facebook, Twitter and YouTube, bringing brilliant experience to customers.
SANY taking a lead in transformation to on-line marketing
After more than 20 years of efforts in Chinese construction machinery market, SANY has developed its leading position with the traditional marketing model. As the times change, SANY continuously pursues innovation in business models to maintain the sustainable development. A supervisor from SANY stresses that SANY will consolidate its core competitiveness by implementing O2O E-commerce model in 2016.
To be more specific on O2O, SANY hopes to combine online and offline marketing activities to create a more convenient and free purchase platform for customers, which is an important addition to the traditional offline business model. On this on-line platform, customers can check SANY products, compare prices and place orders easily by clicking a mouse. Customers can purchase construction machinery easily at home. With perfect coordination of online and offline activities, customers can experience more convenience, efficiency, transparency and security in construction equipment transactions.
In the meantime, SANY will invest to create a large on-line platform to cover the complete industrial chains, from complete machines to spare parts, second-hand machines and the aftermarket, which connect all online and offline transaction links, and SANY will also establish a whole on-line system from product promotion, customer attraction, timely follow-up, receiving customer requirements, to placing orders, delivery, logistics, spare parts supply and aftermarket services.
Moreover, SANY aims to build up a healthy eco-system based on original mass data of all customers and products to develop a unique way through big data analysis to the company’s success.
A new time for SANY E-commerce
In fact, SANY has attempted E-commerce model long time ago.
Since 2010, SANY has achieved sales of over 1.2 billion Yuan coming from on-line enquiries. In 2014, SANY started to establish the E-commerce platform, and in that single year SANY received 19,796 enquiries, out of which 342 deals were made, with the total sales of 240 million Yuan.
Special marketing events like “WeChat Golden Week for Truck Crane”, “June 18 Road Machinery On-line Promotion Fair” and “November 11 Second-hand Truck-mounted Concrete Pump Auction Fair” were well received by our customers. SANY business units have achieved great success from the on-line marketing events.
SANY’s new official website has been upgraded to the main portal for international customers to learn about SANY brand and its products. Social media like WeChat, Weibo (Chinese equivalent APP for tweeter) and other cell-phone APPs have become increasingly important media for SANY brand marketing and promotion. SANY has established a big Internet marketing team of over 200 staff to support the on-line marketing activities.
In early 2016, SANY again organized a special Group-level on-line marketing event, named “SANY Special Price Carnival”, to offer attractive discounts to customers all over the world. The launch of “SANY Special Price Carnival” marks a new time of SANY E-commerce.
In the future, SANY will gradually build up the core competitiveness in “intelligent manufacturing”, “O2O E-commerce” and “Big data analysis for value chains (cloud computing)”, in order to implement customized marketing and precise marketing events.
“As the Internet trend goes forward with great influence and vigor, it is unstoppable. Companies who embrace the internet will flourish, while those against it will be left out by the time.” Mr. Liang Wengen, Chairman of SANY Group, believes that the Internet is a critical opportunity for SANY to differentiate itself from its competitors and also a key approach and weapon for it to boost international business. With the integration of industrialization and informatization, SANY will speed up on the way to a world-class enterprise.
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