2004年4月，仲春時節(jié)，位于阿爾卑斯山北麓的慕尼黑，空氣中仍有一絲春寒料峭的氣息。這是山河智能創(chuàng)始人何清華第一次遠赴萬里之外，參觀德國Bauma展（寶馬展）。這是全球規(guī)模最大的工程機械展覽會，每3年舉辦一屆。

In April 2004, during the mid-spring season, in Munich located at the northern foot of the Alps, there was still a slight chill in the air. It was the first time that He Qinghua, the founder of Sunward Intelligent, had traveled thousands of miles away to visit the Bauma exhibition (also known as the BMW exhibition) in Germany. This is the world's largest engineering machinery exhibition, which is held every three years.

當何清華來到中國企業(yè)的展區(qū)時，他的臉色開始漲紅，眼睛有些濕潤——幾家中國企業(yè)“蜷縮”在一個毫不起眼的地方。他暗下決心，要讓國產(chǎn)工程機械設備在世界舞臺昂然挺立。

When He Qinghua came to the exhibition area of Chinese enterprises, his face began to flush and his eyes became a bit moist. Several Chinese enterprises were "huddled" in an inconspicuous corner. He secretly made up his mind to make domestic engineering machinery equipment stand tall on the world stage.

20年來，這份雄心正在實現(xiàn)，山河智能在全球18個國家或地區(qū)成立分公司或辦事處，設備遍布100多個國家和地區(qū)，海外銷售占比過半，挖機在歐洲的保有量超過3萬臺。

Over the past 20 years, this ambition has been gradually realized. Sunward Intelligent has established branches or offices in 18 countries or regions around the world. Its equipment can be found in more than 100 countries and regions, with overseas sales accounting for over half of the total. The number of its excavators in Europe has exceeded 30,000.

弄潮海外 從出國參觀到上門邀請

Riding the Tide Overseas: From Going Abroad to Visit to Receiving Invitations to Come

與其他企業(yè)出?！跋纫缀箅y”的順序不同，山河智能一開始便將目標瞄準歐洲市場，一心想啃下高端市場這塊“硬骨頭”。

Unlike other enterprises that follow the sequence of "starting with the easy and then moving on to the difficult" when going global, Sunward Intelligent aimed at the European market right from the start, determined to tackle the "tough nut" of the high-end market.

令人出乎意料的是，在歐洲市場撕開一個口子的，不是山河智能起家產(chǎn)品液壓靜力壓樁機，而是挖機。

Surprisingly, it was not Sunward Intelligent's original product, the hydraulic static pile driver, but excavators that managed to break into the European market first.

“2005年，我們出口一批小挖機到瑞典，成為首個批量出口挖機到歐洲的中國品牌?！鄙胶又悄車H營銷公司副總經(jīng)理李莎2010年進入山河智能工作，對企業(yè)的出海經(jīng)歷如數(shù)家珍。

"In 2005, we exported a batch of mini excavators to Sweden, becoming the first Chinese brand to export excavators to Europe in batches," said Li Sha, Deputy General Manager of Sunward Intelligent's International Marketing Company. She started working at Sunward Intelligent in 2010 and is very familiar with the company's overseas expansion experience.

為何會是小挖機率先破局？

Why was it the mini excavator that took the lead in breaking the deadlock?

“在歐洲，小挖機是非常實用的工具，在小型果園和私家花園的施工中很受歡迎，因此需求量特別大?！崩钌忉尩?。

"In Europe, mini excavators are very practical tools and are quite popular in the construction of small orchards and private gardens, so the demand for them is particularly high," explained Li Sha.

早在2001年，山河智能就涉足小挖領域。當時，國內(nèi)對這一產(chǎn)品的概念都不太清楚。

In 2001, Sunward Intelligent had already ventured into the field of mini excavators. At that time, people in China didn't even have a clear concept of this product.

山河智能決定要做第一個“吃螃蟹的人”。

Sunward Intelligent decided to be the first to "take the plunge".

僅4個月，山河智能就完成樣機制造，成為國內(nèi)第一家達到國際先進水平并實現(xiàn)批量生產(chǎn)小挖機的企業(yè)，由此開啟出海的第一個階段。

In just four months, Sunward Intelligent completed the prototype manufacturing and became the first enterprise in China to reach the international advanced level and achieve mass production of mini excavators, thus kicking off the first stage of its overseas expansion.

之后幾年，山河智能持續(xù)發(fā)力，建立起挖掘機的設計體系、工藝體系以及結構件、覆蓋件、裝配等關鍵生產(chǎn)線。

In the following years, Sunward Intelligent continued to make efforts and established the design system, process system, and key production lines for structural parts, covering parts, and assembly of excavators.

但真正進入歐洲市場，并不容易。

However, it was not easy to actually enter the European market.

“由于缺乏國際知名度，我們在歐洲尋找代理商到處碰壁，最終首個代理商是一個家庭作坊式企業(yè)。”對于企業(yè)早期的艱辛，李莎毫不避諱。

"Due to the lack of international reputation, we ran into walls everywhere when looking for agents in Europe. Eventually, our first agent was a family workshop-style enterprise," Li Sha didn't shy away from talking about the hardships in the early days of the company.

面對出海窘境，山河智能一方面提升企業(yè)知名度，擴大“朋友圈”，另一方面提高產(chǎn)品質量，增強市場競爭力。

Faced with the difficulties in going global, Sunward Intelligent, on the one hand, enhanced its corporate reputation and expanded its "circle of friends", and on the other hand, improved product quality to strengthen its market competitiveness.

2007年，山河智能攜全系列整機參加了德國寶馬展，展位在整個展館核心區(qū)，面積超1000平方米，客商絡繹不絕，現(xiàn)場座無虛席。

In 2007, Sunward Intelligent participated in the Bauma exhibitioninMunich,Germany with its entire series of complete machines. Its booth was located in the core area of the entire exhibition hall, covering an area of over 1,000 square meters. Businessmen came in an endless stream, and the venue was packed every day.

7天里，山河智能每天推出樣機的現(xiàn)場演示，除了小型挖掘機、滑移裝載機的精彩表演外，最引人注目就是山河智能自主創(chuàng)新研發(fā)并全球首推的新型概念機——挖掘裝載機。

During the seven days, Sunward Intelligent held on-site demonstrations of prototypes every day. Besides the wonderful performances of mini excavators and skid steer loaders, the most eye-catching was the new concept machine - backhoe loader, which was independently innovatively developed by Sunward Intelligent and launched globally for the first time.

現(xiàn)場，業(yè)內(nèi)專家對山河智能的技術研發(fā)能力給予高度評價。展會主辦方更是主動來到展位，再三邀請山河智能一定要出席下屆展會。

At the exhibition site, industry experts spoke highly of Sunward Intelligent's technological R&D capabilities. The organizer of the exhibition even took the initiative to come to the booth and repeatedly invited Sunward Intelligent to definitely attend the next exhibition.

技術躍進 從產(chǎn)品差異化到產(chǎn)品融合化

Technological Leap: From Product Differentiation to Product Integration

在起初幾年的海外銷售中，山河智能發(fā)現(xiàn)，部分產(chǎn)品在國內(nèi)大家“搶著要”，在海外卻幾乎“無人問津”。一問，才知道是產(chǎn)品“歐洲化”程度不夠?！俺隹谥翚W洲的設備幾乎都是‘中國化’的產(chǎn)品?！崩钌硎?，要想真正在海外市場站穩(wěn)腳跟，設備必須被“老外”接受。

During the overseas sales in the initial few years, Sunward Intelligent found that some of its products were highly sought-after in China but hardly attracted any attention overseas. Upon inquiry, it turned out that these products were not "Europeanized" enough. "Almost all the equipment exported to Europe were 'Sinicized' products," said Li Sha. She added that if the company really wanted to gain a firm foothold in the overseas market, its equipment had to be accepted by foreigners.

要被歐洲人接受，就要了解歐洲人的消費需求和使用習慣。“歐美人尤其在乎產(chǎn)品細節(jié)和駕駛的舒適性，比如他們體型較大，座椅就要設計得寬大一點；他們也怕熱，駕駛室里要裝上空調?！崩钌殧?shù)著曾經(jīng)走過的彎路。

To be accepted by Europeans, it was necessary to understand their consumption demands and usage habits. "Europeans and Americans especially care about product details and the comfort of driving. For example, as they are generally larger in build, the seats should be designed to be a bit wider. Also, they are afraid of heat, so air conditioners need to be installed in the cabs," Li Sha recounted the detours they had taken in the past.

多番市場調研后，山河智能開始尋找治療國產(chǎn)設備在歐洲水土不服的“藥方”，并于2010年前后邀請到一位德國專家來到長沙，開始了為期一年多的“找茬糾偏”。

After conducting numerous market research studies, Sunward Intelligent began to look for a "prescription" to cure the problem of domestic equipment being out of place in the European market. Around 2010, the company invited a German expert to Changsha and started a "fault-finding and correction" process that lasted for over a year.

“每天，這位德國專家一睡醒就會鉆進車間，對技術研發(fā)和各生產(chǎn)環(huán)節(jié)‘挑刺’。”李莎回憶，從外部噴漆到零部件的選擇和裝配，從設備外形到操作邏輯，山河智能依照歐洲市場的需求，對設備進行了“回爐重造”。

"Every day, as soon as the German expert woke up, he would plunge into the workshop and pick holes in the technological research and development as well as in each production link," Li Sha recalled. From the exterior painting to the selection and assembly of parts, from the appearance of the equipment to the operation logic, Sunward Intelligent rebuilt the equipment according to the demands of the European market.

在雙方的精心打磨下，山河智能出口的設備“涅槃重生”，企業(yè)步入出海的第二階段，全新的產(chǎn)品展示出強大的吸引力。山河智能挖機逐步進入法、意、英、德歐洲四大主要市場，目前挖機保有量超3萬臺，是國產(chǎn)品牌中保有量最多的企業(yè)。

With the meticulous refinement by both sides, the equipment exported by Sunward Intelligent was "reborn from the ashes", and the company entered the second stage of its overseas expansion. The new products demonstrated a powerful appeal. Sunward Intelligent's excavators gradually entered the four major European markets of France, Italy, the UK, and Germany. Currently, the number of its excavators in use exceeds 30,000, making it the domestic brand with the largest number of excavators in use.

“那時候，我們?nèi)鈪⒄?，產(chǎn)品標準、產(chǎn)品展示，都是偏歐美化的?！崩钌嘎叮S著近些年自主品牌技術躍進，質量攀升，國內(nèi)外“產(chǎn)品融合性”越來越高，“十年前，賣到國外的產(chǎn)品是國外的樣子，國內(nèi)是國內(nèi)的樣子，五年前，微挖就基本上通用了，國內(nèi)國外一個樣，現(xiàn)在中挖產(chǎn)品也是一樣?！?/p>

"Back then, when we participated in exhibitions abroad, both the product standards and product displays were more Westernized," Li Sha revealed. With the technological leap of domestic independent brands and the continuous improvement of product quality in recent years, the "product integration" at home and abroad has become increasingly higher. "Ten years ago, the products sold abroad looked different from those in China. Five years ago, mini excavators were basically the same both at home and abroad. Now, medium-sized excavators are also the same."

深耕市場 從產(chǎn)品賣出去到服務走進去

Deeply Cultivating the Market: From Selling Products to Providing In-depth Services

設備海外銷量增加的同時，運維的需求也水漲船高，但由于運輸耗時長、交流存在語言和時差障礙等原因，運維能力成為山河智能繼續(xù)征戰(zhàn)海外市場的“攔路虎”。

While the overseas sales volume of equipment was increasing, the demand for operation and maintenance also grew. However, due to factors such as long transportation time, language barriers and time differences in communication, the operation and maintenance capabilities became a "stumbling block" for Sunward Intelligent to continue its overseas expansion.

對此，山河智能國際營銷公司中東區(qū)服務經(jīng)理李飛有切身體會。

Li Fei, the Service Manager of the Middle East Region of Sunward Intelligent's International Marketing Company, had a personal understanding of this.

“以前，我們在接到設備維護的需求后，第一時間將配件從長沙發(fā)出，30天后，我們再從長沙出發(fā)，最終和配件一同到達目的地，然后才能開始運維作業(yè)。”李飛說，以前單次維護檢修的周期動輒都以半年計算。

"In the past, after receiving requests for equipment maintenance, we would send spare parts from Changsha immediately. Thirty days later, we would set off from Changsha and finally arrive at the destination together with the spare parts. Only then could we start the operation and maintenance work," Li Fei said. In the past, the cycle of a single maintenance and inspection often took half a year or even longer.

如此漫長的過程，對企業(yè)和客戶都是損失，客戶等不了，也耗不起。

Such a long process was a loss for both the enterprise and its customers. Customers couldn't afford to wait that long.

察覺到這一迫切需求，山河智能開始調整戰(zhàn)略布局，“以前海外主要模式是產(chǎn)品‘走出去’，后來是服務‘走進去’，把服務站點設在客戶家門口，兩個階段重點不同。”李莎表示，2010年起，山河智能開始在全球布局海外辦事處，提升工程機械后市場的服務效率。

Having noticed this urgent need, Sunward Intelligent began to adjust its strategic layout. "Previously, the main overseas model was to let products 'go global'. Later, it was to let services 'go in-depth' by setting up service stations right at the customers' doorsteps. The focuses of these two stages were different," Li Sha said. Since 2010, Sunward Intelligent has started to set up overseas offices around the world to improve the service efficiency of the construction machinery aftermarket.

2013年，隨著山河智能300余臺液壓靜力壓樁機進入越南，山河智能也在越南成立了首個海外分公司，分公司不僅擁有專業(yè)的越南籍員工，并配備2至3名中國籍常駐服務工程師，均可以與客戶使用越南語順暢溝通。不僅如此，分公司還建立了完善的配件倉庫，讓客戶可以便捷高效地共享山河智能的高品質配件服務與品質服務。

In 2013, as more than 300 hydraulic static pile drivers of Sunward Intelligent entered Vietnam, Sunward Intelligent also established its first overseas branch in Vietnam. The branch not only had professional Vietnamese employees but also was equipped with two to three Chinese resident service engineers who could communicate smoothly with customers in Vietnamese. Moreover, the branch also established a complete spare parts warehouse, enabling customers to conveniently and efficiently share Sunward Intelligent's high-quality spare parts and quality services.

像在比利時，山河智能設立了2.5萬平方米的保障中心，實現(xiàn)95%的配件當?shù)貪M足率。同時，山河智能還與超300家經(jīng)銷商建立緊密的合作關系，形成完善的服務網(wǎng)絡。

For example, in Belgium, Sunward Intelligent has set up a support center covering an area of 25,000 square meters, achieving a local satisfaction rate of 95% for spare parts. Meanwhile, Sunward Intelligent has also established close cooperative relationships with more than 300 dealers, forming a complete service network.

如今，山河智能已在全球18個國家和地區(qū)設立分公司或辦事處，實現(xiàn)全球范圍24小時內(nèi)配件到手的響應速度。

Nowadays, Sunward Intelligent has set up branches or offices in 18 countries and regions around the world, achieving a response speed that enables customers to obtain spare parts within 24 hours globally.

從去年開始，山河智能步入出海的第三階段：深耕市場。深入推進海外公司本地化，主要用本地人做本地市場。

Starting from last year, Sunward Intelligent entered the third stage of its overseas expansion: deeply cultivating the market. It has been vigorously promoting the localization of overseas companies, mainly using local people to develop the local market.

“隨著設備不斷智能化和數(shù)字化，許多運維問題可通過線上渠道解決。”李飛說。

"As equipment becomes increasingly intelligent and digital, many operation and maintenance problems can be solved through online channels," Li Fei said.

2021年，山河智能國際市場收入為19.91億元，2023年這一數(shù)字為41.07億元，2年實現(xiàn)翻番。今年上半年，山河智能海外市場實現(xiàn)營收21.54億元，同比增長6.81%，占比為59.15%。

In 2021, Sunward Intelligent's international market revenue was 1.991 billion yuan. In 2023, this figure reached 4.107 billion yuan, doubling in two years. In the first half of this year, Sunward Intelligent's overseas market achieved a revenue of 2.154 billion yuan, a year-on-year increase of 6.81%, accounting for 59.15% of the total revenue.