Volume 11, May 2016

Sany O2O Model at BAUMA 2016

From April 11th to 17th, BAUMA 2016 was held at the New Munich Trade Fair Center. It was attended by
almost 3000 enterprises from over 200 countries. At the exhibition, Sany not only demonstrated the
premium quality of machines, but also presented its new image of e-commerce through the O2O global
interaction.

1
At BAUMA 2016, Sany broke the limit and started a
new exhibiting model. With the online and offline
interactions, Sany presented its advanced O2O
e-commerce marketing model and ideas.

The theme of Sany this time was “Sany’s Global

Shopping Festival, Save Big”. Everyone could
participate in the lottery event and have a chance to
win a mini excavator or trip to Sany factory in China.
All they need to do was to go to Sany’s official
website and register before April 16th, 2016. The
official website is the main platform for global clients
to know Sany’s equipment and brand. Now it is also
Sany’s most important e-commerce platform.
Customers around the world interacted with Sany at
the exhibition in real time, a true global O2O carnival.

Meanwhile, “Save Big” offered sales promotion

during the exhibition. Global customers enjoyed
convenient purchase at a very favorable price. With
“Save Big” program, Sany attracted many customers,
promoted overseas sales and started to transfer to
e-commerce business model.

The official website and “Save Big” was an

unprecedented experience for global customers.
Sany was a forerunner of O2O model in construction
machinery and leading the future of this industry.

In fact, Sany already began to explore e-commerce in

2010 with online inquiry. In 2014, it built the
e-commerce platform. That year, it had nearly 20,000
online inquiries, contributing to over 200 million
RMB business. At the beginning of 2016, the “Save
Big” was officially launched, signifying that Sany is
entering a new era of e-commerce.

2
 Sany Excavators’ Debut at BAUMA,
Ready for European High-end Market
At BAUMA 2016, Sany exhibited 11 excavators,
including 6 small excavators, 3 medium excavators,
1 large excavator and 1 wheel excavator. The range
and quantity of excavators on exhibition was much
wider than that of any previous fairs. Mr. Yu Hongfu,
Chairman of Sany Heavy Machinery, said that the
robust presence meant that Sany’ excavators would
enter the European high-end market in full swing.
Tailored to European market, the excavators at
BAUMA 2016 have met European and American
emission standards and passed relevant CE
Certificate of Compliance testing. They feature
optimized performance, reduced fuel consumption,
and less environmental impact.
Sany’s newest zero-tail mini excavators, SY 16 and
SY 35, are able to work in confined spaces. The latest
5t zero-tail hydraulic crawler excavator, wheel
excavator, 7.5t and 13.5t excavator are also star
products. Statistics show that sales of Sany 7.5t
excavator has been higher than other Chinese
excavators of the same tonnage for five consecutive
years, and that of 13.5t for three years in a row.
3
Sany’s medium crawler excavators, SY215C9C5K and
SY365C9C5K, are specifically designed for European
and American market. Meanwhile, SY245C9C5K
hydraulic mining excavator is capable to operate in
extremely tough environment.
SY500C1B5KH hydraulic mining excavator, displayed
for the first time, was the highlight of Sany products at
this exhibition. This flagship machine was developed
by Sany Heavy Machinery together with Sany Europe.
Its customized hydraulic system, arm length, bucket
capacity and other functions could meet clients’
specific need and particular site requirements in
Europe and North America.
Sany excavators have reached the world-class quality
with the most advanced technologies. These new
machines for Europe have passed many rigorous tests
from the beginning of design to rollout. They have
also been tried out by customers both in China and
Europe for at least one year before its mass
production.
Sany Big Prizes at BAUMA 2016

On April 12th local time, the first several winners of Sany O2O lottery were announced at BAUMA 2016. The
biggest winner was Mr. Xavier LUCAND from France, who won Sany’s first prize, a mini-excavator.

At 15:00 after the human-machine interactive show, it started to draw the O2O lottery. “Sany excavators,
7-day visit to China” When the host was introducing each of the prize, there were huge applause and cheer
from audience. At the same time, many people began to participate in the lottery. When the event officially
started, everyone was staring at the big screen behind the host, hoping to be the lucky one.

When Mr. LUCAND saw his name, he went to the platform holding his hands high. He said, “It is crazy. I never
thought that I could win the prize. I thought it was just a game.” Mr. LUCAND is a senior engineer from France
and set up his own company this January. After knowing Sany excavator for a while, he is very impressed by
its premium quality. “It is fast, quality and agile. It is a very good machine.” When asked how he felt about
winning the lottery, he kept saying that it was “crazy”. “I feel like a child getting his favorite gift. I am so
excited that my hands are still shaking.”

The lottery lasted until April 16th. “This is a global event, not just in Germany.” Mr. Zhang Xiaoshuai, Director
of E-commerce Center of Sany Group said. “With this activity, we look forward to having more interaction
with customers worldwide.

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 First International Strategy
Seminar 2016 Successfully
Convened in Germany
From April 16th to 18th, the First
International Strategy Seminar 2016 was
successfully held in Schwäbisch Hall,
Germany. It was attended by Mr. Xiang
Wenbo, President of Sany Heavy Industry,
Mr. Lincoln Liang, President of IHQ, Mr. Yu
Hongfu, Senior Vice President, OBUs GMs,
DBUs GMs and relevant people of IHQ. Dr.
Gerald Karch, CEO and other senior
executives from Putzmeister also shared
their ideas about internationalization in the
meeting.

The conference first reviewed resolution

and progress of the Mauritius seminar. It
then discussed dealership system
development, O2O, excavator international
strategy and professional trainings.

All participants agreed that it was important to provide dealers with sufficient customized support and
strengthen their overall capability. O2O was also stressed at the seminar. After a successful trial operation in
Sany America, O2O e-commerce will be actively promoted in the European market. This move would raise
Sany brand awareness and expand business worldwide.

Putzmeister also shared their expertise in dealer management, risk control, sales & service and
documentation. Participants had an effective communication about strategies and potential problems of
international development. On the last day, managers from Sany were invited to visit PM headquarters and
facilities in Germany. (Li Xiaomin)

5
Sany SY485H Won 2016 Top 50 Products Golden Finger Award
Recently, the 2016 Awards Ceremony of Top 50 Products of China
Construction Machinery was held in Beijing. Over 200 guests
from relevant institutions, companies and media came to
the event. Sany SY485H won Golden Finger Award, the
highest award of the ceremony.

This crawler excavator is specially built for heavy duty

mining environment. It has advantages of super high
efficiency, reliability and fuel adaptability. The service life
of structural components exceeds 10,000 hours. Since it
was launched in July 2015, 27 units have been sold,
accounting for 12.7% market share of 45-50t excavator.

Since its establishment, Sany has spared no efforts to

invest in R&D. Its new technology and machines have not only improved products performance and quality,
but also helped to build core competence of the company.

Financier Meet at Ahmedabad, India

Sany India along with its new dealer BVS
Equipments organized a financier meet in
Ahmedabad, Western India. Many financiers
were invited. They were keen to know
future plans and expansion of the two
companies.

The event started with a presentation of the

strong footprint and growing market share of Sany India. It then gave an introduction of BVS Equipments. In
this meeting, participants had an effective communication about the local construction equipment market
and possible financing support. (Harkamal Singh)

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 Sany Annual Family Day 2016, India
An Annual Family Day was held by Sany India to share some joyful
moments with its employees and family members who have been
Sany’s strong support.

It created a huge buzz among employees. Some activities already

started before the event, like Inter Department Tug of War and
Photography contest. They helped to build teamwork among staff
and show their creativity.

On the evening of the Family Day, employees together with their

families came to the event. A playplace was arranged for the children.
It started with the Ganesh Vandana, an Indian tradition to start at any
event and invocation dance. Then both staff and their families gave
performance, like a song, drama and dance. Children were also awarded
for their excellent performance.

Mr. Deepak Garg, CEO of Sany India gave a welcome speech. Other
senior executives also introduced Sany vision for 2016. At the event,
prizes were given to the Best Employees who have made
outstanding contribution to the company. (Harkamal Singh)

Sany Brazil 2016 “Itinerary Inspections” of Cranes

In March, Sany Brazil started the annual “itinerary inspections” of truck cranes. This program has been
implemented for 6 years in a row.

The main objective of the inspection is to maintain

a good relationship with Sany’s old customers and
bring aggregated value to them. Meanwhile, it helps
our service technicians to find potential customers
and orders, increasing sales in Brazil.

During the inspections, all the customers visited are

satisfied with the quality of our products. Moreover,
they are pleased to see Sany’s commitment to
customers’ interest. (Liu Junjie)

7
CRM Training in Progress Sany America

So far Sany America has provided CRM training to 22 dealers. By the

end of next month, altogether 26 dealers will manage the CRM.
Therefore, we are on the right track of Mr. Lincoln Liang’s
expectation of completing the training before end of July.

Trust In Sany, Quality

Changes the World!
In 2007, the Comptoir Mondial de
Negoce SA, one of the biggest
companies in Benin bought a reach
stacker from Sany. This is Sany’s
first reach stacker sold overseas. It
has worked over 15,000 hours
and is still working now. Having
The training aims to let dealers manage various functions in CRM. seen its safety, reliability and easy
About user access, trainees need to provide their user lists at the maintenance, the client then
ordered multiple units in 2013 and
beginning of the training. They decide who to handle what in CRM.
2015. “More reach stacker will be
Once we have the list, we will submit it to Beijing BPIT department to
ordered this year.” President of
issue ID accounts. Once BPIT grant the user access, trained dealers client said. (Zeng Jianjun)
could process all the parts, machine, service order and warranty.
(Jiang Bo)

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 Sany Pump Trucks Displaying
Their Strengths in Chile

MAQSA, one of our VIP customers in Chile,

purchased several Sany truck-mounted concrete
pumps in 2007. So far these machines have
logged more than 10,000 hours and showed its
quality to the customer. In 2012, MAQSA then
decided to purchase more of these machines
from Sany.

In May 2013, MAQSA undertook the construction of base for exploring the third largest copper mine in Chile.
It covers 667 hectares and the exploiting period is 20 years. In the last three years, each Sany machine
poured 300,000 cubic meters of concrete per month. It worked more than 10 hours on average each day and
had not even one breakdown. The stable and reliable performance of our equipment has supported the
construction to progress extremely well and proved its worth to the customer. (Zhong Siming)

LOOKING FORWARD is published monthly by International Headquaters of Sany

Heavy Industry Co.,Ltd. Please send comments, questions and story ideas to
guibx@sany.com.cn. We always appreciate your feedback!
Counselor：Jack Tang, Aaron Gao Chief Editor：Pu Li
Editor：Wang Wen Translator：Li Xiaomin Designer：Gui Baoxing