Sany at Bauma China 2010 in Shanghai

Between November 23 and 26, Shanghai International Exposition Centre hosted Bauma China 2010 for construction machinery manufacturers from around the world. Sany was a trendsetter at this grand event with its state-of-the-art booth at Bauma China 2010. products and leading-edge technologies, landing RMB 3.18 billion worth of product orders and basketing RMB 140,000 for souvenir sale. A survey shows that 95% of the visitors like Sany.

"Vintage wine may fall into oblivion in the backstreets," commented He Faliang, Assistant to President of Sany Heavy Industry and Vice General Director of the work team for Sany's booth at Bauma China 2010. He added that "backstreets"poses a hindrance for customers' access to"vintage wine" and that's why Sany adopted a high-profile approach to publicity at this Bauma. In that manner, the company can impress global customers in the shortest possible time.

Nine in ten respondents interviewed by the reporter stated that they are deeply impressed by Sany's booth at Bauma China 2010. The magnificent outdoor exhibition area with a white backdrop and red ornaments appears extremely modern. The overhead corridor circling the product displaying area presents visitors with a panoramic view. Furthermore, the amenities like indoor elevator and VIP lounge are humanized.

Learning from such advanced styles of publicity as adopted by the USA Pavilion in World Expo 2010, Sany's use of videos has been even more powerful. A three-section film "All-round Sany, Globalized Sany, and Wholehearted Sany" gave life and emotion to the company and its products. Acrobatic performances was a perfect interpretation of the precision of Sany's products and the professionalism of Sany's employees. This formed a sharp contrast with the old way of publicity featuring matter-of-fact presentation of facts and figures. The exhibition activities were monitored by category, region and business unit by the on-site steering committee in the charge of Zhao Xiangzhang, Director of the Board of Sany Heavy Industry, which guaranteed a complete success of the event.

"Confidence, strength, grandeur and sincerity are part of Sany's personality. Every little detail is designed to relate Sany's quality products and its aspiration for the international stage," He Faliang said. "It is a trickle-down thing but it can make the Sany brand reach deep into people's heart."

He Faliang told the reporter that Sany's brand management consists of the recognition, creation and communication of brand value, together with brand assessment. To build our brand, we need to, first of all, define the characteristics of the brand based on the development stages of the company and its products. Meanwhile, we need to be committed to creating brand value throughout the value chain (including R&D, manufacturing, marketing and service). Then, an integrated marketing solution can be implemented to achieve Sany's brand value. To complete Sany's brand building project as desired, we must review and upgrade the three procedures from time to time. By reviewing the brand elements, we can ensure the integration of the recognition, creation and communication of Sany's brand. Consequently Sany will establish itself in the world as a "multinational company commanding the respect of many."

He Faliang also noted that Sany would carry forward its marketing highlights and present more surprises at the exposition in Las Vegas, America next March.