At the Shanghai Sanitation Exhibition on May 28th, a red-, green-, blue-, and white-colored mobile garbage compression equipment exhibited at the entrance of the venue by a foreign-funded parts and components company Yangzhou Haiwo attracted the attention of many exhibitors. Haiwo's executive director, Mr. Tan Hao, personally put pressure on the show for three days. The invited guests from all over the country, including government management and business people, all made it to the manager. The reporter had the privilege of interviewing this veteran who was always busy with overseas acquisition techniques and rarely appeared in the mainland. Conceptually based on localization In the past century, domestic waste transfer equipment was inefficient, operating costs were high, pollution was serious, and the technology was low. It was not able to keep up with the pace of urbanization, especially with international metropolises such as Beijing and Shanghai. The overall level of collection and transportation and transshipment is far from that of foreign countries. On the contrary, in the year 2000 or so, the rapid development of national infrastructure was a leap phase for the rapid development of China's overall economy, and it was also a period of rapid development for domestic heavy trucks. Tan Hao, an industry expert who has been working on the hydraulic system of dump trucks, has taken a fancy to these factors and decided to introduce the world’s advanced technologies to China. It's hard to imagine how you can change the technical concepts and usage habits of an industry. With goals, how to find a partner has become the top priority for Tan Hao. "First of all, I aim at Europe. There are many manufacturers there. Whoever represents the advanced level and top-ranking enterprises there I will choose." Tan Hao recalled the ambitions of the time. After several rounds of research abroad, Tan Hao finally chose the Dutch Heywood brand that represents the “first-rate technologyâ€. In terms of words, Haiwo is the largest supplier in this industry in Europe, focusing on logistics dumping equipment and sanitation. Equipment development. “In recent years, the state has emphasized a conservation-oriented society and environmental protection. From 2004 onwards, this industry involved me. I hope to bring European technology to China and at the same time promote the development of the entire industry in an efficient, energy-saving and environmentally-friendly manner.†Tan told reporters . The company has what it takes to attract Chinese customers, and then talks about how to play the advantages of Haiwo products and the localization of products. According to reports, in 2000, the general concept of the hydraulic system was introduced into the country. At that time, the domestic use of the cylinder was lifted in the abdomen. With the development of heavy-duty vehicles and the increase of heavy-duty tasks, this lifting system has a high focus. It is easy to roll over during driving. The long hydraulic arm of the front lift system reduces the center of gravity, lowers the system pressure, greatly improves safety and lifting capacity, and also makes maintenance easier. At present, this understanding has been widely recognized in the domestic industry. Different from foreign market strategies, European products are of high quality, high technology, and high prices. At the same time, the production cost in Europe is also higher. How to let customers understand and accept, Tan believes that only more marketing, continue to host manufacturers, dealers At all levels, the maintenance plant understands that the products are first recognized in the domestic market, and they are quantitatively produced during the process of their accreditation. Then they bring tools and technologies into China, which also reduces costs and allows domestic customers to enjoy advanced technologies. Technology can have a reasonable price at the same time. Actually, as early as two or three years in the market, the general manager continuously cultivated the market and promoted new products and technologies. He believes that good products and new things must have a process of acceptance. In the localization process, R&D first is mainly about introducing good technologies conceptually, secondly, adaptability improvement in the middle of and in the logistics link, aiming at the market and customer habits, reaching the largest foreign technology and products suitable for the needs of the Chinese market And basically guarantee the original efficiency of the product. In addition, Yangzhou Haiwo has also achieved localization in the deployment of internal personnel: the internal technology of the company relies on long-term foreign experts, is a European platform, and constantly trains its own R&D personnel, and continuously develops products suitable for the Chinese market from the perspective of product development. Products, continue to cultivate their own market sales, management personnel. Through the annual training plan, the development of the company's team is customer-centered and the product market adaptability is improved. Divide cost pressures from the big environment Due to the large market coverage and large changes in the Chinese market, Hayward has chosen to diversify into the market and has a wide customer base. In the past three years, Yangzhou Haiwo's dump truck hydraulic system and sanitation transfer station garbage system two series of products according to the initial concept, to ensure the market and strategy consistent. After three years, each exhibit has expanded from the previous time. From a certain point of view, it also shows that Haiwo's market is expanding and customer awareness is improving. As always, I mentioned that at each exhibition, I will bring more products and new technologies and fully communicate throughout the industry. Last year, the total sales volume of Haiwo reached 800 million yuan, which has reached 1.5 billion this year. In the first half of the year, it has completed 65% of the annual plan. From last year’s increase from two production lines to four, the overall goal of the Dutch headquarters to Yangzhou Haiwo in the Chinese market is: With the development of China’s overall economy, annual growth based on heavy trucks will reach 10% to 20% (2007 even reached 50 The level of more than % can be higher than the average development rate of the industry. This year, the focus of Hayward's work has been on further improving the implementation of the service network and the "Service China" program. Now Haiwo has more than 70 service stations covering the country, utilizing the advantages of services in the industry, and adopting training methods for authorized service personnel at special service stations. However, under the influence of a series of factors such as the increase in raw material prices, monetary tightening, the country’s third-level policy, and post-earthquake reconstruction, Haiwo’s sales volume has doubled. To this end, Tanao told reporters that although the country’s The market has experienced a period of decline, but judging from China's overall economic development trend, the annual growth rate in the logistics transshipment industry will continue to develop in the coming years. From an environmental point of view, policy adjustments have not had much impact and changes on Haiwo's products. In response to the rise in raw materials, the general introduction to Haiwow’s strategy includes increasing production efficiency, adopting new materials technically, reducing self-respect, and strengthening internal management, while external price increases are fluctuating little. In addition, the volume increase of the entire sales volume of Hayward and the benefits of scale can also absorb cost pressures. For the post-disaster reconstruction work in Sichuan, in some areas, the demand for heavy trucks in the industry, especially for construction machinery, will play a role in pulling the industry. Perseveringly follow up the market to improve brand loyalty So, what kind of brand philosophy and corporate culture is hidden in the short-term increase in annual sales of Haiwo? Tan Hao, such a low-key market pioneer and explorer is how to use advanced foreign management experience in Chinese companies. What? Talk about brand building. He analyzed: For the company, the brand is very important. The company's brand represents corporate philosophy and corporate image. The establishment of a brand image is not a day or two of effort. Behind the support includes the product quality, innovation ability, and service improvement level. At the same time, these factors promote the recognition and brand recognition of the entire company. The construction of corporate culture is of utmost importance in the development of Chinese enterprises. The rapid development of China's economy and the large differences in market demands require more corporate teams. All departments and departments work together to provide services for customers. China differs greatly from Europe in this respect because European social markets and products are relatively mature, market demand is relatively stable, and the high degree of enterprise development maturity makes the operation of enterprises relatively simple. Then how to improve the customer's brand loyalty? The analysis is always followed: different from the unified corporate philosophy of developed countries, the domestic flourishing, the low barriers to the industry, the uneven level of the company, causing customers to consider more when choosing products factor. The low brand loyalty is due to the large difference in market demand. As customers demand more and more products, they not only require good product quality, but also require low product prices. Therefore, China's full market competition requires enterprises to have a particularly large demand. Finding the cause of the disease and talking about the good recipe is to consistently develop product development, continuously promote its own market, understand customer needs and market changes, and do a good job in service system and technical support. Only in this way can customer loyalty be maintained. On the contrary, which link is a little slack, it cannot be completely customer-centered, and customer loyalty will be reduced. The development behind any enterprise is full of hardships. The general manager constantly enhances various aspects, including product development, production management, and market strategy, so as to open up and maintain it. “Not only me, Haiwo’s product minister, the market minister is also long-term. While on a business trip, one side runs the market at home, on the other hand, it constantly communicates with good companies in Europe and America to understand new technologies in this industry, and then seeks opportunities to bring it to China." Although Hyva still has the trouble of being a high-end product, Tan Hao focuses on the added value of high-performance products to customers: low operating costs, long service life, and low maintenance costs. From a long-term perspective, Havo reduces customer cost and promotes the development of the industry. In the end, talks always use an equation to explain to reporters the development direction of Yangzhou Haiwo: the best technology + reasonable price = value of value. 