www.sanygroup.

com

Sany Worldwide
Volume 40. June 2012

Over ¥ Billion
turnover realized
in Road Show
Sany Invests over ¥10 Billion to Build
Large-sized Port Machinery in Zhuhai

Editor-in-Chief: Zhang Zhongke Deputy-Editor-in-Chief: Wang Zhenyi Contributors: Xiao Tingting, Wu Chengyue, Cui Ke,
Liu Hui , Cao Lina, Chief Designer: Cao Lina Chief Translator: Xu Qingqing , Liu Hui
 CONTENTS
NEWS
• Sany Group Invests over 10 Billion RMB to Build
Large-sized Port Machinery in Zhuhai _06
• Sany’s Lean Production Team Visited Putzmeister’s
Workshop _08
• Total Turnover of More than 6 Billion RMB realized in the
Road Show of Sany Heavy Industry and Putzmeister _10
• Sany Heavy Industry at CTT 2012 in Russia _11
• The World’s Largest Petroleum Production
Company Visits Sany _12
• Former President of Vietnam Tran Duc Luong Visited
Lingang Industrial Park _13
• Top List in the World _14

TECHNOLOGY
• Trouble-shooting Cases _16

SERVICE
• Quality Changes the World, Service Creates Value_19

CUSTOMER RELATIONSHIP
• Global Call Center at Your side _25

DEALERSHIP DEVELOPMENT
• Help Dealers Succeed _27

WORLD
• The Real Leadership Lessons of Steve Jobs II _28
MORE MAGAZINES : www.sanygroup.com
SANY NEWS

1 Sany Group Invests over 10 Billion RMB

to Build Large-sized Port Machinery in
Zhuhai

T
his May, Sany Port Machinery successfully stood out of many well-known competitors to win the
purchase bidding of Turkish State Railways Administration for four rubber-tyred container gantry
cranes (RTGs). The five-million USD order is the first large overseas sales since the establishment of
Sany Port Machinery.
It is worth noting that the four RTGs will be manufactured at Zhuhai Manufacturing Base of Sany Marine
Heavy Industry. They will be delivered to Turkish State Railways Administration this year. In other words, port
machinery made in Zhuhai will be advanced to overseas soon.

Sales revenue of the transitional base is expected to reach 1 billion RMB this year
In November 2012, Sany Group signed an agreement with Zhuhai Municipal Government, investing over ten
billion RMB to build a manufacturing industrial park for port, marine engineering and ship building machinery.
Before the project land is delivered, Sany has taken 9 months and invested 200 million RMB to establish a
transitional base of 100,000m2 with borrowed land.

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It is reported that two portal slewing cranes has just sent to Shanghai Port by sea. “The orders in progress
amount to nearly 300 million RMB and an order of 200 million will be placed soon,” GM Assistant of Sany
Marine Heavy Industry Tang Xiujun told the reporter. The sales revenue of the transitional base is expected to
reach 1 billion RMB this year.
Sany Marine Heavy Industrial Park project officially broke ground this April. The annual production value can
reach 5 billion RMB in 2013 and 30 billion RMB in five years. It will become the backbone of Zhuhai as the
world-class center for ship and marine engineering equipment manufacturing.

Global R&D and manufacturing center

The Research Institute of Sany Marine Heavy Industry is located in the previous Jinwan Science Building.
Since it was founded last July, it has drawn more and more experts experienced in port machinery and ship
engineering design. Up to now, there is more than 100 staff at the Institute, 80% of which have postgraduate
or higher degrees.

Technological strength
The transitional base has imported advance equipment such as fine plasma cutting machine, double-sided
digital horizontal milling & boring machine and flame robot. The monthly capacity has been raised to 8 yard
cranes or 5 portal cranes. The digitalization and intelligence of the workshop will reach first-class level after
the main base is put into use.
Currently, the large-sized port machinery department of the Research Institute is closely cooperating with the
transitional base for technological support to large-sized port machinery “made by order”. The Research
Institute is also carrying out preliminary design and development of engineering ship and marine engineering
equipment together with its counterparts in Shanghai and America.

(Sany Group)

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SANY / NEWS

2 Sany’s Lean Production Team Visited

Putzmeister’s Workshop

The worker is cleansing the boom before painting.

O
n Apr 23rd, the six of us from lean production team visited Putzmeister’s workshop. Once we entered
Putzmeister’s workshop which produces concrete pump booms, our travel fatigue is allayed
instantly as the workshop in front of us will probably provide answers to questions long asked by
Sany.

Firstly, we arrived at the materials area. As Putzmeister has no workshop for blanking, all the plates are shot
blasted and cut by the suppliers. The smooth and rustless plate left a deep impression on us.
Entering the welding area, we came to understand why Putzmeister is able to realize “machining before
welding”. It is widely known that Sany adopts the technological route of “welding before machining”, meaning
the booms need to be processed by large machining equipment to reach the designed size. The realization of
“machining before welding” in Sany will not only save a great deal of equipment investment but also
significantly decrease tact time of boom.

Before there was time for us to say admiringly how skilled Putzmeister is in controlling welding deformation,
Deputy Director Junqiang Guangen had been looking for key controlling point. Just after a while, the key
points including hydraulic assembly tooling, widely used welding support, specialized steel spreader and
standardized starting weld tab were found out. Standing in front of the magnetic welding support, he said to
the technical manager “amazing”. On the basis of common support, it is unique that magnet is installed on it.
As a result, the supporting area increases; moreover, the magnet can adhere to the tooling automatically
without moving and it’s easy to be taken down.

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At the waiting zone, a plastic tube hanging on the boom attracts our attention. It’s 20cm long and 5cm thick
and has a piece of paper of A4 size inside. According to the technical personnel, as the boom moves at the
production line, the key parameters of every procedure are recorded at the sheet. “It can save time in
inquiring parameters of the previous procedures and effectively guarantees the completeness of original
records,” said Chen Changqing, Head of Sany’s Manufacturing Management Department.

At the surface processing and coating zone, Junqiang Guangen studied Putzmeister’s spreader
management carefully and said, “The carefully and adequately softened spreaders significantly decrease the
possibility of being hurt by paint film.”

After our visit, Junqiang Guangen brought away two special gifts: magnetic welding support and plastic tube
used for holding quality recording sheet. To sum up, he said, “The combination of continuous improvement in
manufacturing process, accumulation of technical know-how, standardized operation and proficient
operators is the foundation of Putzmeister to manufacture high-quality booms. We still have a lot to improve
in the above aspects.”

(Sany Group)

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3 Total Turnover of More than 6 Billion

RMB realized in the Road Show of Sany
Heavy Industry and Putzmeister

J
une 14th 2012, the global top brand of concrete machinery Putzmeister appeared in Hunan Stop of
Sany Heavy Industry Road Show 2012. Starting from February 18th 2012 in Nanjing, the Road Show
has had 26 stops and tens of thousands of customers have participated. Up to now, the on-site
turnover has exceeded six billion RMB, among which Xinjiang Stop totals 700 million RMB, creating a top
record for regional exhibition turnover of Chinese construction machinery.

Sany and Putzmeister signed the acquisition agreement this January. The deal was closed on April 17th and
Putmeister has thus become a member of a Chinese construction enterprise with absolute global
advantages.
At Hunan Stop, Sany Heavy Industry shared the experience of the acquisition of Putzmeister and looked into
the future of mutual cooperation. From this year on, the No. 1 of global sales of construction machinery Sany
Heavy Industry and global leader in concrete pump truck R&D and manufacturing Putzmeister will join hands
to promote products “Made in China” to every corner of the world.

At the exhibition site, customers were also able to operate machines of Sany and Putzmeister themselves to
experience the advanced technologies and high quality of Sany products.

(Sany Group)

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4 Sany Heavy Industry at CTT 2012

in Russia

M
ay 29th to June 2nd, CTT 2012 was held at Crocus Expo International Exhibition Center of Moscow.
As the largest construction and engineering machinery exhibition in Russia, Central Asia and
Eastern Europe, it provides a good platform for global construction machinery and equipment
manufacturers to enter into the region. The CTT this year is jointly hosted by MEDIA GLOBE Group, IMAG of
Messe München International, CECE and AEM. Meanwhile, Conexpo Russia held by AEM every September
will be merged with CTT from this year on, which will bring CTT to a new height.

The total exhibition area this year reaches 124,000m 2, 68% larger than last year. 911 exhibitors from
Eurasian continent and North America have participated, 15.3% more than last year. 30 out of the global top
50 construction machinery manufacturers were present at this exhibition. Chinese construction machinery
manufacturers including Sany Heavy Industry, XCMG, Zoomlion, Liugong, Shantui, XGMA, Foton and
Lonking played active roles to compete with first-class brands such as Komatsu, Liebherr, JCB and Volvo.

Sany Heavy Industry took part in the exhibition together with its dealers RTC and PSK. The 456m2 booth is
located in F-6/1 Area, next to the northwest main road. There were two reception counters of the dealers. The
ground floor highlighted the signs of Sany and the two dealers. Six machines were exhibited, including two
rotary drilling rigs and a stationary concrete pump.

During the exhibition, Sany and RTC held a promotional presentation for pile driving machinery, during which
around 900,000 USD intentional orders of rotary drilling rig were made.

(Sany Group)

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5 The World’s Largest Petroleum

Production Company Visits Sany

M
ay 14th, guests from National Petroleum Services Company (NPS) of Saudi Arabia arrived at Sany
Mobile Crane Industrial Park. With a history of 65 years and the world’s largest onshore and off-
shore oil field, NPS is ranked as the largest petroleum production company and the sixth largest
petroleum refinery company in the world. It is mainly engaged in petroleum exploration, development,
production, refinery, transportation and sales.

On nine o’clock, two senior experts from NPS officially started their visit to Sany Mobile Crane. They first went
to the digital workshop of vehicle assembly to learn the whole process of production and quality control
system. Both guests gave their thumb-ups to the clean and tidy assembly line with precise assembly
techniques and strict 6S management.

During the discussion later on, GM of Sany Mobile Crane Qi Jian introduced Sany Group’s development,
corporate culture and international certifications its mobile cranes have passed. Having known that it has only
taken about 20 years for the Group and eight years for Sany Mobile Crane to achieve such remarkable
performance today, the guests expressed their appreciation and strong interest in the brand and the
products. They hope that they could see more and more Sany products in Saudi Arabia contributing to their
petroleum industry and national construction.

(Sany Group)

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6 Former President of Vietnam Tran Duc

Luong Visited Lingang Industrial Park

O
n June 12th 2012, former President of Vietnam Tran Duc Luong visited Lingang Industrial Park
accompanied by former Chinese Ambassador in Vietnam Qi Jian-guo. VP of Sany Group and GM of
Sany Heavy Machinery Yu Hongfu received Mr. Luong and showed him around the general
assembly workshop of excavators.

Tran Duc Luong joined the Communist Party of Vietnam in 1959, and became a functionary of the party in the
1970s. In 1987, he became deputy prime minister. Member of the Politburo since June 1996, he was elected
president on September 24th 1997, and re-elected in 2002. On June 24th 2006, he announced his
resignation.

From left to right:

Cui Yongqian, Deputy GM of Sany Heavy Industry and former Chinese Ambassador to Central Africa & Congo;
Zhu Dacheng, Deputy General Manager of Sany Heavy Machinery;
Tran Duc Luong, former President of Vietnam;
Yu Hongfu, VP of Sany Group and GM of Sany Heavy Machinery;
Qi Jian-guo, former Chinese Ambassador in Vietnam.

(Sany Group)

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7
Top List in the World
Now, not only futurologists are predicting the future. Smart investors are fond of
doing the same. The financial date won’t be the only basis of prediction and the
major trends will be taken into account as more important judgment factors.
Business Insider recently released “THE GLOBAL 20: The Big Trends That Are
Changing the World” to show investor's guide to the next decade. The followings
are the top ten trends:

01. The US Energy Boom
The energy productivity of US is
increasing startlingly and the country
could halve its reliance on total
energy imports by 2035 under the
best scenarios.
02. End of the Big Box Retailer
With the emergence of electronic
distributor giants like Amazon and
flash sale sites which will realize USD
6 billion sales amount in 2015, the
success of large-scale retailers won’t
last long.
03. A Limited Food Supply
Apart from global population increase
and global warming which leads to
drought and output reduction, rise of
oil price also contributes to food
05. The Central Bank Hangover
The continued quantitative easing
policies of central banks are not able
to be as effective any more. In order
to avoid disastrous economic
outcome, the next steps of central
banks are essential.
06. Unmanned War
The US will increase its investments
in unmanned aircraft by 90 percent
over the next decade. When other
countries are upgrading their forces,
the earlier US enters the fields of
unmanned war and electronic warfare
the more advantages it will have.
07. China Ages
As China’s population ages, starting
from 2015, China will lose 36 million
people cannot find a job, they tend to
go back to school to re-educate
themselves or even change their
major.
09. The Mobile Revolution
Internet-connected smartphones are
becoming the most important
computing platform. The replacement
of regular cell phones with
smartphones is only just beginning
globally.
10. Commodity Rush
Increasing competition for
commodities could be a source of
conflict. China is betting on investing
heavily in renewable technology.
(The content is translated and adapted from the

supply scarcity as it increases the
energy and fertilizer cost of modern
agriculture.
04. The Growth of Big Data
Big Data, along with labor and capital,
has swept into every industry and
business. By 2015, market scale of
big data will reach USD 16.9 billion.
people from its workforce over the 2012 issue of CBNweekly. )
next decade and a half. On the other
hand, it will boost the medical and
healthcare industry.
08. For-profit Education
Unemployment crisis caused by
financial turmoil provides growth
space for for-profit education: When

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 NEWS / SANY

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SANY TECHNOLOGY

E-SHOOTING
TR OU BL
C AS ES
■ Odometer of crane not
working
■ Speed cannot rise
automatically during
pumping

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 TECHNOLOGY / SANY

■ Odometer of crane not

working
Phenomenon:
Odometer of crane not working, the
number indicating the distance
travelled is always shown as “1”.

Analysis:
1) Check whether the needle of
odometer can rotate.
2) There may be a transmission
problem with the odometer sensor and
chassis wiring.
3) Check whether chassis wires and
cab wires are correctly connected.
4) Check if Odometer sensor is
damaged.
Trouble-shooting:
1) Take out the odometer sensor from
back-upper of gearbox without
disconnecting the three-hole plug
connector for butt-connecting the
sensor and chassis wiring.
2) Put a blade screw driver into slot of
the odometer, rotate it clockwise fast
and see if needle of the odometer can
be pointed to 5-8KM/H. If it can,
probably the problem lies in the fact
that the output shaft of the odometer
sensor of gearbox cannot rotate.
3) Disconnect the plug connector
connecting the odometer sensor and
chassis wiring, measure voltage of the
three wires of the three-hole
connector: if the voltage between wire
90 (brown) and E03 (ground wire) is
about 14V, and the voltage between
signal wire 206 and ground wire is 9V,
there is no problem with transmission
between cab wiring and chassis wiring.
Output of odometer is in normal
condition.
4) If an abnormality occurs, open the
maintenance bin for co-pilot’s cab and
check if wires No. 206 and No. 90 of
the 16-core connector (as shown in the
picture below) for chassis wiring and
cab wiring are correctly connected.

17 Sany Worldwide_ Jun_2012

SANY / TECHNOLOGY
5) If the third-step inspection reveals
that the voltage is normal, it means the
odometer sensor is damaged. If you
measure the resistance between the
brown wire and black wire, the value
must be about 30M or higher.
■ Speed cannot rise returned to normal state after the
automatically during wiring recovered. The system returned
pumping
Phenomenon:
Engine speed of a concrete pump
truck with Volvo chassis could not rise
automatically during pumping or
conducting boom operations under
close control or remote control modes.
The speed could only be raised by a
person’s stepping on the accelerator.
Analysis:
1) Check if there is output from
PLCQ0.2 during pumping.
2) KA4 cannot pick up normally, and
speed accelerating signal cannot be
transmitted to the chassis cruising
system.
3) Check if cruising switch is at OFF
position. If it is at ON position, the
system idle speed will automatically
rise to 1000rpm, and it will not continue
to accelerate.
4) Check if the switch under clutch
pedal is at normal condition. Check if
the switch is switched off or not. If it
can’t be switched off, the system will
take it as system cruise reset, and the
system speed cannot be accelerated.
5) Check if there are problems with the
accelerating signal wires connected to
the chassis.
18 Sany Worldwide_ Jun_2012
Trouble-shooting:
1) The PLCQ0.2 indicator light was on,
it meant that voltage output at this point
is all right.
2) Upon eye observation, it’s found out
that KA4 picked up normally. After
replacing it with a new KA4 for safety
reasons, the fault still existed.
3) Checked and found that the switch
under clutch pedal was at normal
disconnected state.
4) After checking 15th hole of
31-needle plug and connected a 24V
wire, the engine speed can be raised.
There was 24V voltage output from
Q0.2, and there was no voltage
difference at 15th needle of the plug.
So we could make a preliminarily
conclusion that Q0.2 and 15th needle
were not connected.
5) After checking the wires from
superstructure to the chassis, it was
found that a wire strand in a 10-core
cable broke after rubbing against the
beam of the vehicle frame. The system
to normal state after the wires are
reconnected.
(Sany Group)
 SANY SERVICE

Quality Changes the World

Service Creates Value
-Introduction of ECC-Centered Service of Sany Heavy Industry
Before Sany's entry into the industry, Chinese construction machinery market is basically shared
by foreign-funded enterprises and state-owned enterprises (SOEs). Confronting with such
powerful competitors, Sany Heavy Industry, as a private enterprise, keeps R & D and service as
the core competence at the very beginning, advocating the ancient military statics of our ancestors
by targeting the disadvantages of its rivals. Therefore, it has overthrown the market pattern and
achieved its own market share.

What is special of Sany is that it digs out the core the lead in establishing the first ECC in the industry,
demand of customers instead of the machine itself, applied high technology to maneuver enterprise
i.e. reliable and stable concrete conveyance ability resources, and created a unique “syncretic and
(The customer suffers a loss of RMB 20,000 per collaborative service model” which has changed
hour during shutdown.) Sany has created more the traditional model that customers have to ask
value for customers through service rather than help directly from the front line service engineers.
technology, a disadvantage compared with the
rivals. Today, service as Sany's core competence ■ Introduction to the Functions of ECC
has reached its peak by ECC system and the brand ECC including relevant business systems such as
new conception of Choose Sany to Guarantee Life CSM, GCP and IEM promotes upgrades towards
Long Relax. The following paragraphs will
introduce Sany's successful experience which has
always being imitated but never surpassed from
aspects such as significance of customer service of
construction machinery industry and service
system of Sany Heavy Industry.

Introduction to ECC-Centered Customer

Service of Sany Heavy Industry
Service is one of the core competences for Sany
Group, therefore, to carry out the core idea of
“creating greatest value for customers”, Sany took

Scheme of Enterprise Control Center’s Functions

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Sany Worldwide_ Jun_2012
SANY / SERVICE
more active, refined, personalized and intelligent
service by utilizing information technology such as
GPRS, GPS, GIS, AI and streaming media.
ECC runs through the whole process of customer
service, specifically it has functions of service
dispatching, information query, service monitoring,
fault diagnosis and equipment management etc.
(1) Service dispatching: When a client needs
on-site service, the system will search through the
satellite to find the nearest customer equipment
service vehicle, service engineer and storage
warehouse for parts required. It will calculate the
optimal route and guide the service engineer to
carry parts to the site, giving timely responses to
customer demand.
(2)Spare parts query: Customers can find the
corresponding spare parts through the code or
description (spare parts drawing and the location in
the machine), access material codes, parts
inventories, prices and other information.
Diagram of Customer Calling Service Process
20 Sany Worldwide_ Jun_2012
Customers can purchase spare parts online
according to their needs. After confirmation of the
o r d e r, t h e c u s t o m e r s c a n a l s o t r a c k p a r t s
shipments on-line to ensure smooth delivery.
(3) Service monitoring: The GPS system locates
service personnel and vehicles constantly to
ensure that service engineers arrive at the site in
time. The whole process service schedule will also
be monitored to ensure successful completion of
each service. In addition, the system will make use
of the background model to collect customer
feedback data and carry out thorough analysis to
obtain customer satisfaction index.
(4) Fault diagnosis: Based on the system integrated
intelligent device controller, oil temperature, speed,
position and other real-time operating condition
parameters in the process of equipment operation
will be automatically sent to the control center to
carry out intelligent monitoring and diagnosis. The
system will give alarm of abnormal performance
and report preliminary diagnosis result to

After-sales service monitoring flow chart
customers and service engineers for timely
response and lower malfunction loss.
(5) Equipment management: Customers can use
ECC to realize intelligent management of
equipment and reduce equipment failure rate.
According to the running status and repair cycle of
equipment, it automatically produces equipment
maintenance plan and equipment overhaul plan,
saves them to equipment repair and maintenance
database and notifies customers promptly for
maintenance. At the same time, it establishes daily
work record which includes repair quality
evaluation, cost accounting and spare parts
consumption statistics for customers to better
understand equipment status.
ECC-Centered Customer Service Management
Process
Engineering machinery customer services can be
divided into 5 types: pre-acceptance service,
booting service, active service, service calling and
21 Sany Worldwide_ Jun_2012
SERVICE / SANY
inspection services. This paper will take the most
typical customer calling service for example to
introduce service acceptance and implementation
process centering on ECC.
■ Procedures of Customer Calling Service
As shown in the pictures, when a customer
accesses ECC, the system will automatically
display the engine speed, construction conditions
and other information of the customer’s equipment.
Then technical experts will make remote diagnosis
accordingly and guide customers clearing the fault
by themselves. Over 60% problems can be solved
by remote guidance.
When the ECC technical expert diagnoses that the
fault must be cleared on site, the system will locate
the nearest service engineer through GPS satellite
positioning device, issue a call service order and
notify the engineers to go to the services site. And it
will also provide the nearest route for service
engineers to response to customer call rapidly.
Service engineer will prepare tools and spare parts
SANY / SERVICE

according to the malfunctioning equipment’s service efficiency, service staff skill level and
operating condition and preliminary diagnosis attitude, components and parts supply timeliness,
results collected by the system and then arrive at technical training effect etc, and automatic analysis
fault equipment location on time for on-site on the fundamental data by system model, the
diagnosis. At this time, service engineer can access monitoring department can achieve monthly,
equipment troubleshooting inquiry system through quarterly, and yearly customer satisfaction index.
ECC for trouble solving solutions. After the problem
is solved, the service engineer will check the
equipment thoroughly and train them how to solve
this kind of problems. Finally, service engineer
record the whole process and report to ECC
system.

■ Customer Service Monitoring Mechanism

With the help of ECC, we can realize "service order
monitoring" and" satisfaction rate monitoring" to
help service monitoring departments of
construction machinery enterprises control internal
service quality effectively and collect external
customer evaluation.

"Service order monitoring" means service process

real-time controlling to ensure that each service
procedure complies with the standard. ECC calls
customers 15 minutes after each service order is
issued to get to know whether the service engineer
has contacted the customer. And it will carry out
real-time monitoring on service personnel, the
position of the vehicle through after-sales service
management information platform to ensure timely
service. For service orders uncompleted within 48
hours, ECC will automatically prompt staff to
investigate the causes, and assist the frontline
service engineers to clear the problem until it is
completely solved.

“Customer Satisfaction Rate Monitoring” attaches

importance to the general evaluation on service
quality from customers, in other words, is the
Customer Satisfaction Index. With the help of
customer information management function in
ECC, service monitoring department regularly
carries out after-service call in pointed areas.
Based on the evaluations on service timeliness,

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Sany Worldwide_ Jun_2012

■ ECC-Centered Service System Framework
ECC includes three layers, namely, presentation
l a y e r, a p p l i c a t i o n l a y e r a n d s u p p o r t l a y e r.
Presentation layer is the customer ’s service
request model which mainly shows the response of
construction machinery enterprises to customer
requests. Presentation layer has serviced customer
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Sany Worldwide_ Jun_2012
SERVICE / SANY
application support platform system and ECC, and
it is used for the interaction among customer,
platform management personnel, related experts
and management platform, including customer
application support platform with personalized
service.
SANY / SERVICE
Achievements Made by SANY Heavy Industry in
Customer Service
Since the establishment of ECC, SANY Heavy
Industry has significantly enhanced its customer
service capability. With the service quality and
customer satisfaction rate greatly improved, SANY
Heavy Industry has won wide honor and highly
praises from customers and the industry.
■ Customer Satisfaction
On Sep 24th 2011, under the name of “The Rise of
China’s Equipment Manufacturing Industry”, the
result of construction machinery industry user
satisfaction assessment was released. During the
14 assessed products, SANY Heavy Industry’s
concrete pump truck, stationary concrete pump,
line pump, batching plant, paver, crawler crane,
excavator and rotary drilling rig won the first place
in user satisfaction rate among self-owned brands ;
truck-mixer, truck crane, roller and grader ranked
the second. The score of 8 categories of products
with the highest user satisfaction rate of No.1 is 8.3
averagely higher than those of products ranking the
second , which fully shows the customers’
recognition for Sany products.
■ Industry Awards
Adhering to the service philosophy of “All For
Customers”, after running for many years, Sany
Heavy Industry has been accepted widely by its
customers and has won many awards in and out
the industry for its service.
u In 2006, Sany Heavy Industry was honored as
China’s Best Call Center and became a member of
CNCCA World Group.
u In 2007, Sany Heavy Industry was honored as
2007 After-sales Service Customer Satisfaction
Organization. In the third National Commodity
After-sales Service Assessment, it was honored as
National Top 10 After-sales Service Organizations
and National After-sales Service Special
Contribution Organization. On November 24, 2008,
Hunan Sany Maintenance Service Limited won
China’s Top 10 Enterprise Award of Equipment
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Sany Worldwide_ Jun_2012
Maintenance and was the only winner as a Chinese
engineering machinery enterprise. On December
12, Sany Heavy Industry was honored Asia-Pacific
Best Service Award.
u On July 4, 2009, Sany Heavy Industry was
overwhelmingly honored as National Top 10
Organizations of After-sales Service and National
Special Contribution Organization of After Service
in the fourth estimate of National After Service.
u On June 20, 2010, Sany Heavy Industry was
overwhelmingly honored as Best National Model
Enterprise of Customer Service Public Satisfaction
and became the only enterprise with such kind of
special honor in the domestic engineering
machinery industry.
u In 2011, Sany Heavy Industry was honored as
National Top 10 Organizations of After-sales
Service and National After-sales Service Special
Contribution Organization, becoming an
outstanding representative in engineering
machinery industry in the field of after-sales
service.
■ Quality Certification
u In 2003, Customer Service Department of Sany
Heavy Industry smoothly passed the auditing of
ISO9001 Management System of Service Quality
through internal organization management and the
implementation of service management
standardization.
u In 2007, Sany Heavy Industry became the first
domestic engineering machinery enterprise to start
the SGS service system certification and
established service standard.
u On May 21, 2009, Sany Heavy Industry received
SGS’s authorized certification and passed the
auditing, becoming the first domestic enterprise to
have obtained the machinery manufacturing
service standard certification.
(Sany Group)
 CUSTOMER
SANY RELATIONSHIP

GLOBAL CALL CENTER AT YOUR SIDE

G
lobal Call Center has started its customer visiting plan since April 2011. Through the visits of
customer service managers, we hope that we can better understand customer needs and
investigate customer complaints or problems undiscovered by after-sales call.

Up to now, we have visited customers of 22 countries and regions, including Singapore, Malaysia,
Thailand, Ethiopia, UAE, Iron, Nigeria, Angola, Congo and Kenya. In order to improve the visiting
plan, Global Call Center has written relevant processes and regulations in 2012 based on the
experience of the previous year.

If you see a customer service manager from Global Call Center, please tell him your opinions and
suggestions concerning after-sales service, products, logistics and publications. Every piece of your
advice will be valued. We will attend to every problem you put forward and will feedback with the final
solution.

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SANY / CUSTOMER RELATIONSHIP

Thanks to your help and support, we have the opportunity to know what you need; thanks to your
complaints, we are able to improve and progress out of our shortcomings; Thanks to your advice,
we can provide better products and services. We will implement the slogan of “Quality Changes the
World” to create a brighter future with you together!

(Xiao Tingting, Sany I.O.P.D)

26 Sany Worldwide_ Jun_2012

 DEALERSHIP
SANY DEVELOPMENT

HELP DEALERS SUCCEED

-Dealership Development Department

D
ealership Development Dept. of I.O.P.D. is a department responsible for Sany Group’s
overseas dealer management. Before the reformation of overseas regional management, it
was responsible for the selection, assessment, rebate, rewarding, termination of overseas
dealers and other administrative work. In 2011, it successfully developed 42 new dealers, bringing the
total up to 163 dealers; moreover, it completed assessment of dealers in all the subsidiaries except
the American, German, Indian and Brazilian subsidiaries and chose among them the diamond dealer,
golden dealer, silver dealer and bronze dealer. Meanwhile, it held Asia-Pacific Dealership Summit in
2011 and established the Asia-Pacific Dealership Committee.
After the reformation, the function of Dealership Development Department has changed to formulate
dealership management system for the reference of overseas regions. Up to now, the department has
reformulated Dealership Termination System, Cross-regional Sales Management System, Dealership
Rebate System, Dealership Selection System and Dealership Assessment System. In the meantime,
it has established overseas dealers information database which includes the basic information of 163
dealers, including HR, service networks, service facility and sales.

Dealers have always been Sany’s trustful business partners in the process of Sany’s globalization.
Adhering to the philosophy “help dealers succeed”, the department strives to meet the demand of
dealers and attaches great importance to solving problems for dealers.

(Wu Chengyue, Sany I.O.P.D)

27 Sany Worldwide_ Jun_2012

SANY WORLD

THE REAL LEADERSHIP LESSONS OF

STEVE JOBS (II)

TAKE RESPONSIBILITY END TO END are busy,” he said. “They have other things to do
than think about how to integrate their computers
Jobs knew that the best way to achieve simplicity
and devices.”
was to make sure that hardware, software, and
peripheral devices were seamlessly integrated. An
Part of Jobs’s compulsion to take responsibility for
Apple ecosystem—an iPod connected to a Mac
what he called “the whole widget” stemmed from
with iTunes software, for example—allowed
his personality, which was very controlling. But it
devices to be simpler, syncing to be smoother, and
was also driven by his passion for perfection and
glitches to be rarer. The more complex tasks, such
making elegant products. He got hives, or worse,
as making new playlists, could be done on the
when contemplating the use of great Apple
computer, allowing the iPod to have fewer
software on another company’s uninspired
functions and buttons.
hardware, and he was equally allergic to the
thought that unapproved apps or content might
Jobs and Apple took end-to-end responsibility for
pollute the perfection of an Apple device. It was an
the user experience—something too few
approach that did not always maximize short-term
companies do. From the performance of the ARM
profits, but in a world filled with junky devices,
microprocessor in the iPhone to the act of buying
inscrutable error messages, and annoying
that phone in an Apple Store, every aspect of the
interfaces, it led to astonishing products marked by
customer experience was tightly linked together.
delightful user experiences. Being in the Apple
Both Microsoft in the 1980s and Google in the past
ecosystem could be as sublime as walking in one
few years have taken a more open approach that
of the Zen gardens of Kyoto that Jobs loved, and
allows their operating systems and software to be
neither experience was created by worshipping at
used by various hardware manufacturers. That has
the altar of openness or by letting a thousand
sometimes proved the better business model. But
flowers bloom. Sometimes it’s nice to be in the
Jobs fervently believed that it was a recipe for (to
hands of a control freak.
use his technical term) crappier products. “People

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 WORLD / SANY

WHEN BEHIND, LEAPFROG right: Focus on making the product great and the
profits will follow.
The mark of an innovative company is not only that
it comes up with new ideas first. It also knows how
John Sculley, who ran Apple from 1983 to 1993,
to leapfrog when it finds itself behind. That
was a marketing and sales executive from Pepsi.
happened when Jobs built the original iMac. He
He focused more on profit maximization than on
focused on making it useful for managing a user’s
product design after Jobs left, and Apple gradually
photos and videos, but it was left behind when
declined. “I have my own theory about why decline
dealing with music. People with PCs were
happens at companies,” Jobs told me: They make
downloading and swapping music and then ripping
some great products, but then the sales and
and burning their own CDs. The iMac’s slot drive
marketing people take over the company, because
couldn’t burn CDs. “I felt like a dope,” he said. “I
they are the ones who can juice up profits. “When
thought we had missed it..
the sales guys run the company, the product guys
don’t matter so much, and a lot of them just turn off.
But instead of merely catching up by upgrading the
It happened at Apple when Sculley came in, which
i M a c ’s C D d r i v e , h e d e c i d e d t o c r e a t e a n
was my fault, and it happened when Ballmer took
integrated system that would transform the music
over at Microsoft.”
industry. The result was the combination of iTunes,
the iTunes Store, and the iPod, which allowed
When Jobs returned, he shifted Apple’s focus back
users to buy, share, manage, store, and play music
to making innovative products: the sprightly iMac,
better than they could with any other devices.
the PowerBook, and then the iPod, the iPhone,
and the iPad. As he explained, “My passion has
After the iPod became a huge success, Jobs spent
been to build an enduring company where people
little time relishing it. Instead he began to worry
were motivated to make great products. Everything
about what might endanger it. One possibility was
else was secondary. Sure, it was great to make a
that mobile phone makers would start adding
profit, because that was what allowed you to make
music players to their handsets. So he
great products. But the products, not the profits,
cannibalized iPod sales by creating the iPhone. “If
were the motivation. Sculley flipped these priorities
we don’t cannibalize ourselves, someone else will,”
to where the goal was to make money. It’s a subtle
he said.
difference, but it ends up meaning everything—the
people you hire, who gets promoted, what you
PUT PRODUCTS BEFORE PROFITS
discuss in meetings.”
When Jobs and his small team designed the
original Macintosh, in the early 1980s, his
injunction was to make it “insanely great.” He never
spoke of profit maximization or cost trade-offs.
“Don’t worry about price, just specify the To be continued
computer’s abilities,” he told the original team
leader. At his first retreat with the Macintosh team, Writer: Walter Isaacson, the CEO of the Aspen Institute,
he began by writing a maxim on his whiteboard: is the author of Steve Jobs and of biographies of Henry
“Don’t compromise.” The machine that resulted Kissinger, Benjamin Franklin, and Albert Einstein.
cost too much and led to Jobs’s ouster from Apple. Note: The content is translated and adapted from the
April 2012 issue of Harvard Business Review.
But the Macintosh also “put a dent in the universe,”
as he said, by accelerating the home computer
revolution. And in the long run he got the balance

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