At the Shanghai International BMW Exhibition that had just ended, applying a word inside and outside the industry was “unprecedented” and the reporter had the privilege of witnessing this grand occasion. In this exhibition that runs through the “upgrade” level theme, if the host of some famous big brands in China is likened to a “red flower” that supports competition, the core component is a piece of lush green leaves. Among these green leaves, DEUTZ products produced by Deutz FAW (Dalian) Diesel Engine Co., Ltd. (hereafter abbreviated as DDE) are particularly eye-catching.

In the same line

As the largest joint-venture company outside Germany of Deutz AG, DDE is the youngest among China's internal combustion engine manufacturers. Although only a few years after entering the market, compared with some domestic internal combustion engine companies that have entered the field of construction machinery for decades, participating in the international top BMW exhibition is somewhat immature, but the reporter saw that at the 2010 BMW show, DDE It is in the same booth as German Deutz, the originator of the world's engineering machinery diesel engine. On the one hand, Germany’s Deutz, on the other hand, is DDE’s Deutz, and it’s true that it is in the same vein and is competitive on the same stage. Whether a newborn baby born from a century-old enterprise can inherit the fine tradition of the “original ancestor” and develop at the same time, Wang Zhiyu, deputy director of DDE’s industrial engine sales department, told this reporter very confidently that Deutz is in China. The products of Dalian and Germany are not only of the same quality, but also more economical and more affordable. Wang Zhiyu said that Deutz is a world-renowned engine manufacturer and has entered the Chinese construction machinery market for several decades. Its market maturity and user acceptance are unique in the current Chinese market. DDE and German Deutz have maintained three synchronizations since the beginning—technical synchronization, quality synchronization, and sales synchronization. At present, there are more than 10 German high-level technical backbones in DDE, which is unique to any company outside of Germany. The three six-cylinder engines participating in this exhibition are also similar to Deutz of Germany. The technology is the most advanced in the world. DDE's product technology is not a simple technology transfer from the west to the east, but is developed with the characteristics of the Chinese market. China's engineering machinery has certain differences with foreign countries in terms of operating conditions, application conditions, and use environments, and is even more complex. This imposes higher requirements on the matching and adaptability of engines for construction machinery, and is sometimes uncertain. The request. For the whole machine, a strong match evaluation method is a major advantage of Deutz. This advantage is fully carried forward by DDE. Users do not need to go to the construction site to check the matching situation. They can make different solutions for various operating conditions before the engine is sold out, do a variety of matching, and pass it to the user after the evaluation of the system evaluation. Shorten the cycle of users entering the market.

Aristocratic lineage climbing

At the exhibition, the reporter saw delegates from a group of well-known domestic companies such as Xugong, Sany Heavy Industry, Zoomlion, and Volvo Rig to come to the DDE booth. From these customer representatives' conversations with Deutz FAW Dachai people, the reporter felt that they were old friends. Learn more about the fact that in the domestic construction machinery market, although DDE is a latecomer, but because of their "nobility," the aristocracy's lineage made them a very high starting point. From the outset, the market was positioned on high-end products. Enterprises become the "objects" of DDE. In less than three years, it has already provided volume supply for domestic Sany Heavy Industry, Zoomlion, Xugong Technology, Foton Lovol, and has achieved Liugong Group, Lovol Heavy Industry, Dingsheng Tiangong, Shantui Group, etc. Supporting the completion of the prototype provided by XGMG and YTO Group.

The reporter also learned at the show that after experiencing a global economic crisis, most of the world’s construction machinery needs have been declining, especially excavators with a high technical content called the “crown” of construction machinery, and domestic construction machinery has been thriving and pulling out. In the context of Changyang, all companies that started their business in the excavator market in 2010 will be full of profits. The excavator industry in the country has experienced the embarrassment of more than 20 years. In the past one or two years, it has accumulated a lot. In 2010, China accounted for 25% to 30% of the domestic excavator industry. The exaggeration of the import market share caused foreign industry insiders to lose sight. The rapid growth of excavating machinery and the rapid market warming have provided DDE with a vast application. At present, excavator equipments of some well-known domestic large enterprises have already considered the standard selection of the DDE engine, only with a certain well-known manufacturers, once signed Three years, 18,000 units of orders.

For the Deutz FAW Dachai people, many new faces are potential markets. A representative of a large construction machinery manufacturing company in Shandong told reporters that they entered the excavator industry in the past two years. In the “12th Five-Year Plan” of the company, excavators are the main development direction. They are in the domestic diesel engine market. After conducting a thorough investigation, this time they were attracted to find DDE. Through their conversation with Deutz FAW Dachai people, the reporter felt that DDE would climb to a "high branch."

Not only that, DDE has also climbed up to a group of internationally renowned companies such as BMW, Wirtgen, Putzmeister, Atlas Copco, Liebherr, Benma, etc., which are wholly-owned enterprises in China. In the world are the first brand. At the same time, a total of 28 Chinese forklift companies represented by Heli, Daichao, and Hangcha matched the DDE engine in the forklift's high-end area, and the sales volume has increased steadily year by year. At present, DDE products have fully entered the field of construction machinery, covering concrete pumping equipment, road machinery, excavators, loaders, forklifts, air compressor equipment, generator sets, oilfield equipment, airport equipment, lifting equipment, etc. It can be said that DDE has been in full bloom in the field of domestic construction machinery. As of November, production and sales volume increased by 176% year-on-year, and sales revenue increased by 185%.

What is bad is not money, winning is service.

At the exhibition, the reporter felt through interviews with some DDE users that the price of these engines was not always the first one. A vice president of Jiangsu Wode Group humorously told reporters that we are not bad money, we most value is the after-sales service. Among the batch of customers who come to visit, there are many familiar faces for DDE. Some of these customers were transferred from old customers in Deutz, Germany, and some were foreign customers of other engines. These customers shared the service of DDE Global Warranty. At the exhibition site, the reporter spoke with a sales manager of the Atlas Copco (Shanghai) Company in Sweden. The manager told reporters very seriously that their company was ranked ninth in the world in the production of air compressor companies. , is the highest market share in China. In the past, it has been using the engine of Deutz of Germany. The previous year began to use DDE products. Users responded well. They are going to increase the usage of DDE. The service system of DDE Global Warranty is The main aspect of attracting them is that because their products are mainly exported, after-sales service is the primary condition for them to choose and match. When a reporter asked about the price gap between DDE products and Germany's Deutz, the manager said that as long as the quality is not too different, the price is not the main factor of our choice. The key lies in the delivery period and the later period. In the past, engines imported from foreign countries took at least three months or more, and DDE's products have greatly shortened our production cycle, and the cost has naturally come down. More importantly, after many years of domestic and international With regard to the examination of high-end engines, we believe that the service system of DDE "Global Joint Protection" is the only one in the world.

At the DDE booth, the reporter also saw a special visitor. A representative from Anhui Road and Bridge Engineering Co., Ltd. said in a chat with reporters that the highway construction project was mainly to fight equipment, eat mechanical rice, and the equipment failed. It is normal, but as long as it is resolved in time, it will not affect the normal use of the user, is the best equipment. In the past, they had bought equipment from abroad, but foreign service outlets were few and the service personnel were limited. At the same time, the prices of accessories were very high. Now that there are two equipments on the construction site, one is homemade and one is imported. The engine is a key component. . The user stated that we would now have to come up with a "single point" and try our best to choose a domestically produced, cost-effective and timely service engine. After Deutz FAW Dachai people introduced in detail, the user nodded frequently.

A representative from Germany’s sole proprietorship in China, Shanghai Gaic Power Generation Equipment Co., Ltd., said in a chat with reporters that what they used was all imported original engines. In 2009, DDE was used. Now it seems that this option is The wise, DDE lifted their worries.

A number of well-known domestic companies from high-level leaders to the business manager of the export department to the technical staff of the R&D center have come to the DDE booth one after another for several days.

From the two sides' multi-faceted business exchanges, the reporter learned that DDE has been listed as a strategic supplier by the group's excavators. The person in charge of the group’s export department told reporters that we used to use engines from another big brand in the world. However, after-sales service has caused great headaches for us. Due to the differences in understanding of after-sales service between domestic and foreign companies, there are problems that affect each other and influence each other. Our market image, so we are determined to change the engine's supply channels, DDE is an ideal goal. Deutz FAW Dachai told reporters that no matter how well-known brand companies abroad, they all regard after-sales service as a channel to earn high profits, and DDE differs from that of Deutz covering more than 1200 joint guarantee services worldwide. The station is integrated with FAW Group's "everything for users" service concept. The integration of this advantage is the greatest advantage of DDE.

At the exhibition, the reporter also learned from the experts of the Construction Machinery Industry Association that the best opportunity for the development of China's construction machinery industry in 2010 is to increase the sales of the whole industry from January to September 2010 by 50%. It is expected that the annual production value will reach 400 billion yuan. It will reach 900 billion yuan during the 12th Five-Year Plan period. In the next 20 years, China will enter a period of rapid urban development, which will bring significant development opportunities to China's construction machinery. Under the background of urbanization, construction machinery will usher in unprecedented opportunities for development. The expert also admits that although China has become a world leader in the construction of machinery, it still has a long way to go before it is a manufacturing powerhouse for engineering machinery. In the process of moving from a manufacturing power to a manufacturing power, key components, especially the most core The components — engines — have become the bottleneck in the development of the industry. Therefore, improving the grades of key components and accelerating the pace of progress in the international market are the two major trends in the development of the construction machinery industry in China. In the "12th Five-Year Plan" of the construction machinery industry, breakthroughs and upgrading of key components will be an important issue. task. In addition, compared with developed countries, the emission standards of China's construction machinery still remain at a low level. In China's current world's largest "worksite", this issue that conflicts with China's ever-increasing environmental protection standards has long caused the relevant departments of the state. With great attention, solving this problem requires the government's decision-making and support on the one hand, and the need for corporate efforts on the other. The development goals of DDE are exactly in line with the future development trend of China's construction machinery. This is due to the fact that construction machinery is the traditional market of Germany's Deutz, and it has always led the world market for construction machinery engines, both technically and in service. Currently, all high-end construction machinery products in the Chinese market use imported original machines, so DDE is not only We will use the “accumulation” strategy to break the long-term monopoly of foreign high-end construction machinery in China. On the other hand, with the back-selling of large parts and components of DDE and the impact of Deutz International Market, China’s construction machinery will be driven to international The pace of the market, in this sense DDE is jointly with the domestic well-known construction machinery companies to open up the international market.

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