With the increasing trend of global economic integration, the equipment manufacturing industry that represents the level of China’s industrial development is inevitably integrated into the tide of globalization.
As an important pole of China's equipment manufacturing industry, Shandong Heavy Industries Weichai Group has come out of a unique scientific development, and its international path is particularly worthy of attention and can be used for reference.
In 2010, Weichai proposed the goal of "challenging the world's first," and set out in the world's most advanced equipment manufacturing field, aiming to enter the world's top 500.
In order to achieve this grand goal, the internationalization of enterprise development is a “threshold†that must be passed. This point, Weichai has done it.
Capital goes out to complete overseas strategic layout
Globalization has caused Chinese companies to face the pressure of international development.
The common law of Chinese companies' internationalization—“going out and introducing them†has different interpretations in Weichai. Weichai Group Chairman Tan Xuguang told the China Industry News that Weichai's “going out†is based on mergers and reorganizations. This is undoubtedly the shortest path to the internationalization of industrial companies. Weichai, on the Other hand, is the pioneer and successor in the field of internal combustion engines in this short cut.
The acquisition of the French Boduan Engine Company was the first test of Weichai's international capital operation.
Influenced by the international financial crisis, the French company Boduuan, which has a history of more than 100 years, is on the verge of bankruptcy. As many companies weighed the pros and cons, in January 2009, Weichai made a decisive attack and took the lead in reaching a merger and acquisition of Baudouin, which made up for the company’s gap of more than 16 liters of high-speed engines and further improved the product chain. The company has fully entered the yacht power and industrial power generation equipment market and provided important support.
Not only that, Weichai also quickly established a European R&D center with Baudouin as the platform. Through this center, the European version of the WP6 and WP12 engines quickly opened their doors to Europe and entered the European market.
In March 2010, Weichai-Boduuan (Singapore), a company incorporated in Weichai, was formally established in Singapore. This is Weichai's first branch in Southeast Asia, marking the internationalization of Weichai to establish a global brand. Goals have taken another important step.
In January 2012, Weichai achieved absolute control over Ferretti Limited, the world’s largest luxury yacht manufacturer, and officially entered the luxury yacht sector.
According to the reporter, Ferretti has an internationally-renowned brand, top-notch manufacturing technology, high-quality products and perfect sales channels. In particular, it has the world's leading industrial design capability, and it is also an important factor for Wei Chai's achievement. Weichai, on the other hand, has unique “China advantages†such as low-cost scale manufacturing, a huge market network, and a service system.
For this strategic reorganization, Tan Xuguang commented: “Our acquisition of internationalized enterprise Ferretti Group mainly solves three problems. First, we move from a domestic brand to an international brand and realize the internationalization of the brand. The second is from land-based power production to offshore power. Manufacturing, our technology has been upgraded to a higher level. Third, we have managed the internationalization of our management team by running domestic business teams and running international business teams.â€
What is remarkable about this is that, taking advantage of the shortcomings of mergers and reorganizations, Weichai has extended its international reach to other parts of the world.
Currently, Weichai has established global operations centers in the United States, France, Italy, and Singapore. It has established branch offices in India and Vietnam, and has offices in 22 countries. The international network has expanded steadily.
The reporter recently learned from Weichai that in 2012 the company is exploring and establishing engine production bases in Brazil, Myanmar, Russia and other regions, guaranteeing an annual production capacity of 20,000 to 30,000 units and realizing the internationalization of production.
Take the international road to Weichai
Services go out and establish a global marketing service system
As in the domestic market, the international market is not simply composed of product production and sales. Service is an indispensable link. Even for a company that intends to flex its muscles in the international market, the service may be more effective. Highlighted.
In the establishment of an international service system, Weichai has laid enough effort.
According to report, at present, Weichai has established more than 150 service outlets abroad, and the products are exported to more than 180 countries and regions such as India, Vietnam, Russia, Southeast Asia, the Middle East, and South America. Weichai’s service system also follows. Weichai products have extended to all parts of the world.
From 2005 to 2011, Weichai engines sold more than 200,000 units in the international market. At the same time, the Weichai engine has also created an accessory market of over 100 million U.S. dollars per year, and the international service market has begun to take shape.
When we mentioned Weichai's marketing service system, we had to mention Amisho medals.
Zhong Lei, a Weichai employee, had a medal from Mr. T. Taghizadeh, President of the Amico Industrial Group in Tehran, Iran. This medal is a microcosm of the successful operation of Weichai's global service network and is also the beginning of Weichai's efforts to create a global service system.
Amicco is a direct supporter of Weichai in Iran. In 2009, Weichai WD615 and WD618 series of diesel engines had approximately 4,000 units in the company's holding capacity. The Company's services were well done for the sales of Weichai engines in Iran. It is crucial to enhance the brand image.
At that time, Zhong Lei, the deputy director of the Iranian Service Center, received a phone call from Amicur's technical staff to report engine quality problems. Although the Amico factory was located in the town of JOLFA more than 800 kilometers away, it took ten hours to drive. However, Zhong Lei did not hesitate. He immediately set off and finally arrived at the factory at 5 am.
After repeated inspections, Zhong Lei discovered that there was no problem with the engine itself. The vibration was caused by the improper configuration of the vehicle and the improper support of the water tank. He explained the cause of the problem to the technicians and the test rigs, and helped them change the brackets. . After the matter was successfully handled, he also wrote a written report and gave it to the chairman of Amico. His working attitude was highly praised by the leadership of Amico.
With timely service, good attitude and effective communication, the Weichai Group's Iran Center has finally won the recognition and trust of Iranian users with its own efforts.
In the past, Iran’s construction machinery market has been dominated by internationally renowned brands. However, due to the establishment and function of the Weichai service system in recent years, many local Iranian construction machinery agents have become loyal customers of Weichai.
This is just a simple epitome of Weichai's service system to achieve internationalized services. With the continuous acceleration of the process of Weichai's internationalization, overseas offices are spread all over the world, and the ranks of overseas personnel are constantly expanding, while providing world-class services to users worldwide, The Weichai brand was promoted and won praise from overseas users.
Tan Xuguang said that in the future, Weichai plans to build 150 more service stations and the total number of service stations will reach 300. Simultaneously, it plans to establish 6 global parts center libraries and 20 Weichai Global Training Centers to contribute to the international service system. .
Talent introduction to enhance international competitiveness
"If you don't do it yourself, let the people who do it do it." This is Weifang's talent idea.
The successful introduction and use of international technical talents is the first successful case of Weichai's international talent strategy.
Since 2008, Weichai has started to build cutting-edge high-end technology development platforms, and has organized teams and allocated resources for them to advance ahead of the internationalization of technology.
In May this year, the successful development of ECU, a heavy-duty diesel engine high-voltage common rail electronic control system independently developed by Weichai Group and with independent intellectual property rights, marked the breaking of the monopoly of foreign companies in this field. The reporter was informed that this The leader of technological achievements is Li Daming, a dynamic expert who returned from overseas.
The core technology is a hard indicator to measure the competitiveness of equipment manufacturing enterprises. The introduction of high-end talents has made Weichai more and more close to the international level at the core R&D level.
Many international high-end talents such as Li Daming, Qian Cheng, and Ronald Long Möll have found a platform to showcase their talents in Weichai. This not only ensures the continuous development and production of new Weichai products, but also objectively. We promoted the upgrading of the Weichai R&D system.
The specific performance is that scientific research institutions have developed into a matrix type from the previous straight-line technical department composed of laboratories, design rooms, process rooms, and management rooms, and established different research and development centers on several scientific research platforms. Research institutes, design offices and other departments form the overall scientific research entity.
With the continuous introduction of a large number of high-quality talents, the talent structure of Weichai Group has been optimized, and an excellent 1,000-person R&D team and 1,000-person marketing team have been initially established, providing important talent guarantees for the Group's leap-forward development.
According to report, up till now, key positions such as Chief Scientist, Strategic Director, Legal Director, and Informatization Director of Weichai Group have all been recruited from overseas high-end talents in recent years.
Tan Xuguang stated that with the implementation of Weichai's "12th Five-Year Plan" strategy, the company will work hard to mobilize all aspects of society, actively use overseas high-end talent resources, and establish a talent management system with international concepts, strategic matching, and market optimization. Let Weichai become an international talent highland for equipment manufacturing.
It can be said that as a leading company in the domestic automobile and equipment manufacturing industry, the internationalization of Weichai Group has taken a solid and steady pace, which can be described as one step at a time. The industry generally believes that in the global strategic layout, global service system construction, and international high-end talent echelon In terms of construction and other aspects, Weichai already has the strength to advance into the Fortune 500 camp.
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