A grand opening ceremony for Sany Heavy Industry Group's Bedburg Industrial Park was held in Cologne, Nordrhein-Westfalen, Germany on June 20, 2011. Voigtsberger, Minister of Ministry of Economics of Nordrhein-Westfalen, Wu Hongbo, Ambassador of China to Germany, and Xu Shousheng, Governor of Hunan Province attended the opening ceremony and pushed the launching button. Liang Wengen, Chairman of the Board of Sany Heavy Industry Group, Voigtsberger, Xu Shousheng, and Wu Hongbo delivered speeches at the ceremony.
In the past two years after signing the contract, Sany Heavy Industry Group made the initial investment EUR 40 million in the form of fixed assets in Germany and employed over 100 German workers, and already took an initial form in Germany. It is the third overseas R&D base of Sany after its bases in India and the U.S.
Witnessed by China's Premier Wen Jiabao and Germany's Premier Merkel, Liang Wengen, Chairman of the Board of Sany Heavy Industry Group and Jürgen Rüttgers, Governor of Nordrhein-Westfalen State signed the contract respectively on behalf of China and Germany on January 29, 2009, under which Sany Heavy Industry Group would invest EUR 100 million to construct an European R&D center and machinery manufacturing base in Germany. On May 21, 2009, the ground breaking ceremony for the industrial park in Germany was held and the project was officially initiated.
Sany's investment project in Germany is so far China's largest investment project in Europe. The industrial park covers 24.8 hectare, including a factory for engineering equipment manufacturing, a R&D center, and a training base. The annual output and sales revenue of the project will respectively reach 3,000 and EUR 350 million upon full operation.
He Dongdong, Chairman of the Board of Sany Germany told Sina Finance that the first-phase project of Sany's Bedburg Industrial Park in Germany received investment EUR 40 million, and 10,000 square meters of factory buildings, 3,600 square meters of office buildings, and 3,800 square meters of dormitory buildings were built up. Its second-phase project, with investment EUR 30 million would begin soon, through which 8,000 square meters of factory buildings and customer experience center, and 7,000 square meters of R&D center will be built up.
It is learned that before the end of this month, Sany's Bedburg Industrial Park in Germany will be ready for mass production and initiate sales in July. Sany has established roughly complete agency system in major European countries. "We will carry out direct sales in Germany, the local market, and consigned sales in other European countries," He Dongdong told Sina Finance.
"Going global should be based on localization. Localization involves not only products and talents, but also the production and operation system," emphasized by Xiang Wenbo, President of Sany Heavy Industry Group when sharing the experience of the Group's overseas development. He said that in the engineering machinery industry particularly, customers from different regions had different requirements for equipment according to their preferences. "Internationalization is inevitable, and Sany regards it as initiating new business for a third time."
As the third-time business initiation, Sany went through three stages. The first stage is the export stage from 2002 to 2005, the second stage is the overseas investment stage from 2006 to 2009, and the third stage—localization stage started from 2009. In the first stage, Sany registered export volume of USD 523 million; in the second stage, it invested and established R&D bases respectively in India, the U.S., and Germany; and in the third stage, marked by the operation of its factory in India, Sany initiated its globalization through localization strategy, integrating investment, design, production, and sales.