Founded in 1994, Sany Heavy Industry covers more than 150 countries and regions around the world. The main business is "engineering" based equipment manufacturing industry, covering concrete machinery, digging machinery, lifting machinery, road construction machinery, piling machinery, wind power equipment, port machinery, petroleum equipment, coal equipment, precision machine tools and other products, is China's largest and the world's fifth largest construction machinery manufacturer, as well as the world's largest concrete machinery manufacturer.
First, walk at the forefront of The Times and practice the spirit of hard work
With the development of new technologies such as AI, mobile Internet, and 5G, many enterprises have realized that the new industrial revolution with digitalization as the core and intelligent manufacturing as the path is coming. The application of new technologies will become an important productive force to promote the development of traditional manufacturing enterprises. In the face of industry changes and challenges, SANY Heavy Industry practices the spirit of hard work and takes the lead in initiating digital transformation in the industry. After years of development, Sany's digital transformation has achieved remarkable achievements. By 2020, according to the data of Off-Highway Research, a global authoritative research institution, Sany Heavy Industry has sold a total of 98,705 excavators in 2020, accounting for 15% of the global excavator market and winning the global sales champion.
Second, jointly explore new opportunities with Internet thinking
In the past few years, Sany Heavy Industry has promoted the digital transformation of the enterprise in accordance with the established strategy and achieved good results. In addition to investing nearly 10 billion yuan in 2019 to build a leading lighthouse factory in the engineering industry, in terms of marketing promotion, Sany Heavy Industry has also teamed up with Zhongqi Gaocheng to carry out a strategic layout in the field of Internet marketing.
Since the cooperation between the two sides in 2020, Gao Cheng has provided a set of unique customized solutions for SANY after a series of preparatory work such as industry research, demand analysis, and enterprise analysis, and has successively helped SANY complete a series of brand and marketing strategies such as official website upgrade, BMW Exhibition, Chinese New Year Joy Club, and SANY Machine Huibao. Help SANY to create a young, dynamic and friendly brand image. At the same time, various new means of Internet marketing such as online mall, live broadcast, microblog and short video are used to narrow the distance with customers and achieve rapid growth in performance.
1. Brand official website upgrade
The enterprise official website is the first entrance of the company's brand image, which is of great significance to the enterprise. Gao Cheng fully understand the needs of Sany, from Sany strategy, products, customers and other aspects of the official website to upgrade, the construction of the website not only in the visual effect and user experience has a significant improvement, but also with brand, marketing, security and more than 10 kinds of functions, multi-dimensional enabling Sany Heavy Industry brand image and marketing promotion.
2. Online BMW Exhibition
The online BMW exhibition is the continuous cooperation between Gao Cheng and Sany Heavy Industry, and is also an important part of Sany's marketing strategy. This cooperation is based on the overall planning of the marketing strategy and model of SANY Group platform, and the construction of a comprehensive digital marketing platform in line with SANY Group BMW Exhibition. In the effect of the event, only within 1 minute of the launch, 340,000 people entered the broadcast room, the highest was 3 million people to watch, the deposit amount of 8 minutes exceeded 100 million yuan, the turnover of 2 hours exceeded 23.489 billion yuan, and the excavator sold more than 17,919 units, renewing the new record of the industry's single online promotion activity.
3. Happy New Year
If the online BMW exhibition has refreshed the new record of online marketing in the industry, then the New Year joy Hui is another innovation in the industry brand. The whole activity uses the blind box, red envelope cover, short video and other fresh play and multi-channel promotion + content creation means, the Trinity Spring Festival Huanhui into a textbook marketing activity on the Internet. Combined with the festive atmosphere and Sany brand characteristics, with the help of creative marketing methods, Gao Cheng has built it into a unique marketing activities thematic station, to achieve multi-channel layout for Sany to obtain more traffic contacts, while introducing traffic into the official website, and successfully forming private traffic precipitation.
Third, keep up with the pace of The Times, comply with the digital wave
In the face of the changes of The Times, enterprises should conform to the tide of The Times, and use new technologies to constantly innovate and change, so as to achieve the re-growth of enterprises. In the future, we believe that Sany Heavy Industry will better operate digital means and explore more new marketing methods for machinery manufacturing. Gaocheng will also follow the "customer first, value oriented" service concept, continue to provide customers with quality services, and continue to practice the real value brought by the digital transformation of enterprises.