Sunward: Making a Mark in Europe

Li Sha
Li Sha, Assistant General Manager, International Sales, SUNWARD, discusses the company's growing business presence in European markets with Maria R at bauma 2019.

What new innovations Sunward showcased at bauma 2019?

As one of the world's top 50 Chinese construction machinery enterprises, Sunward has introduced many new products at bauma 2019. The company has made a brilliant appearance with its mini excavator, medium excavator, skid steer loader, rotary drilling rig, down-the-hole drill and telescopic crawler crane.

Among the excavators on display, the most eye-catching are the two brand-new excavators, SWE 155F and SWE215F, which have been specially developed and designed for the European and American markets, and they meet Euro 5 emission standards. In addition, Sunward also displayed four tailless Tier 5 zero-tail excavator models - 1.8 ton, 3.5-ton, 6-ton and 9-ton - and three micro-excavation models, all of which are beautiful in appearance, full of power, conform to European and American local emission standards, and have outstanding performance in environmental protection and energy conservation.

Beside these, our 5-ton and 10-ton Euro-5 telescopic crawler cranes were launched for the first time at bauma and have already received orders from Swiss and UK agencies. We are also displaying our rotary drilling rig SWDM160S which meets European and American emission requirements, our integrated down-the-hole drill SWDE165, the new generation small-sized skid-steer loader SWL2830, the medium-sized skid-steer loader SWL3230, and telescopic crawler crane SWTC10.

What response has the products got from the visitors?

In this exhibition, Sunward has shown its strength by perfectly meeting the needs of the European and American markets as highlighted in the mini, small and zero-tail excavators customized for Europe and USA as per the European and American emission standards. Relying on the differentiation characteristics such as good looks, sufficient power, environmental protection, and energy saving, Sunward products have been highly accepted and praised by customers and dealers.

Bauma is a platform wherein we are not just launching our new innovations but also making new relationships and partnerships. More than our 30 European agents have come to bauma and more than 10 new agents are under discussion and negotiation, with whom an agreement will be signed later. In addition to them, agents and customers from Southeast Asia and America have also come to see our products. The Singapore agent of Sunward is also a partner. After years of cooperation, Sunward piling machinery products have become rooted in the Singapore market. A sales order of nearly 10 million USD has been placed between Sunward and the Singapore agent at Bauma.

What are the major markets of Sunward?

Sunward Bauma
Sunward Intelligent Equipment Co., Ltd., headquartered in Changsha City, ranks amongst the Top 50 global construction machinery manufacturing companies and amongst the Top 20 global excavator brands. The company has developed over 200 products of high performance, with independent intellectual property rights and core competitiveness. We have a large marketing and service team, and a sales network across the world. Along with a strong domestic market share, our products are exported to more than 100 countries.

Though, we are present worldwide, our major markets are Europe and South East Asia. We have different markets for different products, for instance, Europe, South East Asia and South America are our big markets for excavators (mini, medium and large). For drilling equipment, South East Asia and India are our major markets, whereas for rock drilling machines, Russia and the Middle East are our good markets.

We are also one of the largest manufacturers of underground construction equipment like Pile Machinery, Rock Drilling Machinery and TBM in China.

As European technologies are world-renowned, how challenging was it to make your presence here and what strategies were adopted to strengthen your position in these markets?

Localization of R&D, manufacturing, service and operation are the core strengths of Sunward, which have given the company a strong foothold in the European market. The “localization” strategy is an important factor guaranteeing Sunward's integrated development in European markets. Over the past 20 years, the market of small excavators in Europe has kept growing. Compared with the sales volume of small excavators in 1998 in Europe, in 2017 it increased by 1.2 times. Therefore, the demand of small excavators in European market is relatively high.

With the prospective strategic insight, Sunward, since 2006, has begun to export its products to over 60 countries and regions in 5 continents, including, Europe, America, Asia, Australia and Africa. It is the first Chinese enterprise to export excavators to Europe. Till date, the export volume of Sunward mini excavators has been more than 10,000.

In addition to the localization strategy, the differentiated product strategy is undoubtedly another important factor enabling Sunward to occupy a place in the European market. The company is s constructing a localized R&D center and manufacturing base in Europe to meet the increasing demand of its products in Europe and provide a platform to support Sunward's various product adaptation improvements in the region's major markets to meet the needs of diverse customers.

Currently, Sunward has over 50 sales agents, with a selling network covering the whole of Europe. Besides, it has established a subsidiary corporation in Belgium that provides a strong guarantee of products and services for European agents and customers by integrating the features of sales, service, warehouse and spare parts. This subsidiary corporation serves as the market service platform, with a service radius covering the whole Europe. Today, Sunward has laid a solid foundation in Europe and has gradually improved its channels, services and supply network for spare parts in Europe.

What about Sunward's presence in India?

For India, Sunward's most competitive product is its rotary drill, which we customized as per the soil, geology condition and customer requirement. Skid Steer loader is our other product which is well accepted by the Indian market. For excavator, we feel that the market is quite competitive, so we want to bring our excavator in India through a technological tie-up, for which we are already in discussion with a few companies.

As India is a fast-growing economy, we may also consider localization and setting up our own manufacturing unit here to offer high quality products at affordable rates.

NBM&CW May 2019

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