20年逐浪海外 山河智能擦亮“中国制造”的新名片
2004年4月，仲春时节，位于阿尔卑斯山北麓的慕尼黑，空气中仍有一丝春寒料峭的气息。这是山河智能创始人何清华第一次远赴万里之外，参观德国Bauma展（宝马展）。这是全球规模最大的工程机械展览会，每3年举办一届。
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.
当何清华来到中国企业的展区时，他的脸色开始涨红，眼睛有些湿润——几家中国企业“蜷缩”在一个毫不起眼的地方。他暗下决心，要让国产工程机械设备在世界舞台昂然挺立。
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年来，这份雄心正在实现，山河智能在全球18个国家或地区成立分公司或办事处，设备遍布100多个国家和地区，海外销售占比过半，挖机在欧洲的保有量超过3万台。
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 从出国参观到上门邀请
Riding the Tide Overseas: From Going Abroad to Visit to Receiving Invitations to Come
与其他企业出海“先易后难”的顺序不同，山河智能一开始便将目标瞄准欧洲市场，一心想啃下高端市场这块“硬骨头”。
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，在欧洲市场撕开一个口子的，不是山河智能起家产品液压静力压桩机，而是挖机。
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，我们出口一批小挖机到瑞典，成为首个批量出口挖机到欧洲的中国品牌。”山河智能国际营销公司副总经理李莎2010年进入山河智能工作，对企业的出海经历如数家珍。
"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.
为何会是小挖机率先破局？
Why was it the mini excavator that took the lead in breaking the deadlock?
“在欧洲，小挖机是非常实用的工具，在小型果园和私家花园的施工中很受欢迎，因此需求量特别大。”李莎解释道。
"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领域。当时，国内对这一产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.
山河智能决定要做第一个“吃螃蟹的人”。
Sunward Intelligent decided to be the first to "take the plunge".
仅4个月，山河智能就完成样机制造，成为国内第一家达到国际先进水平并实现批量生产小挖机的企业，由此开启出海的第一个阶段。
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.
之后几年，山河智能持续发力，建立起挖掘机的设计体系、工艺体系以及结构件、覆盖件、装配等关键生产线。
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.
但真正进入欧洲市场，并不容易。
However, it was not easy to actually enter the European market.
“由于缺乏国际知名度，我们在欧洲寻找代理商到处碰壁，最终首个代理商是一个家庭作坊式企业。”对于企业早期的艰辛，李莎毫不避讳。
"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.
面对出海窘境，山河智能一方面提升企业知名度，扩大“朋友圈”，另一方面提高产品质量，增强市场竞争力。
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，山河智能携全系列整机参加了德国宝马展，展位在整个展馆核心区，面积超1000平方米，客商络绎不绝，现场座无虚席。
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，山河智能每天推出样机的现场演示，除了小型挖掘机、滑移装载机的精彩表演外，最引人注目就是山河智能自主创新研发并全球首推的新型概念机——挖掘装载机。
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.
现场，业内专家对山河智能的技术研发能力给予高度评价。展会主办方更是主动来到展位，再三邀请山河智能一定要出席下届展会。
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.
技术跃进 从产品差异化到产品融合化
Technological Leap: From Product Differentiation to Product Integration
在起初几年的海外销售中，山河智能发现，部分产品在国内大家“抢着要”，在海外却几乎“无人问津”。一问，才知道是产品“欧洲化”程度不够。“出口至欧洲的设备几乎都是‘中国化’的产品。”李莎表示，要想真正在海外市场站稳脚跟，设备必须被“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.
要被欧洲人接受，就要了解欧洲人的消费需求和使用习惯。“欧美人尤其在乎产品细节和驾驶的舒适性，比如他们体型较大，座椅就要设计得宽大一点；他们也怕热，驾驶室里要装上空调。”李莎细数着曾经走过的弯路。
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.
多番市场调研后，山河智能开始寻找治疗国产设备在欧洲水土不服的“药方”，并于2010年前后邀请到一位德国专家来到长沙，开始了为期一年多的“找茬纠偏”。
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，这位德国专家一睡醒就会钻进车间，对技术研发和各生产环节‘挑刺’。”李莎回忆，从外部喷漆到零部件的选择和装配，从设备外形到操作逻辑，山河智能依照欧洲市场的需求，对设备进行了“回炉重造”。
"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.
在双方的精心打磨下，山河智能出口的设备“涅槃重生”，企业步入出海的第二阶段，全新的产品展示出强大的吸引力。山河智能挖机逐步进入法、意、英、德欧洲四大主要市场，目前挖机保有量超3万台，是国产品牌中保有量最多的企业。
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.
“那时候，我们去国外参展，产品标准、产品展示，都是偏欧美化的。”李莎透露，随着近些年自主品牌技术跃进，质量攀升，国内外“产品融合性”越来越高，“十年前，卖到国外的产品是国外的样子，国内是国内的样子，五年前，微挖就基本上通用了，国内国外一个样，现在中挖产品也是一样。”
"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."
深耕市场 从产品卖出去到服务走进去
Deeply Cultivating the Market: From Selling Products to Providing In-depth Services
设备海外销量增加的同时，运维的需求也水涨船高，但由于运输耗时长、交流存在语言和时差障碍等原因，运维能力成为山河智能继续征战海外市场的“拦路虎”。
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.
对此，山河智能国际营销公司中东区服务经理李飞有切身体会。
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，我们在接到设备维护的需求后，第一时间将配件从长沙发出，30天后，我们再从长沙出发，最终和配件一同到达目的地，然后才能开始运维作业。”李飞说，以前单次维护检修的周期动辄都以半年计算。
"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.
如此漫长的过程，对企业和客户都是损失，客户等不了，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.
察觉到这一迫切需求，山河智能开始调整战略布局，“以前海外主要模式是产品‘走出去’，后来是服务‘走进去’，把服务站点设在客户家门口，两个阶段重点不同。”李莎表示，2010年起，山河智能开始在全球布局海外办事处，提升工程机械后市场的服务效率。
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，随着山河智能300余台液压静力压桩机进入越南，山河智能也在越南成立了首个海外分公司，分公司不仅拥有专业的越南籍员工，并配备2至3名中国籍常驻服务工程师，均可以与客户使用越南语顺畅沟通。不仅如此，分公司还建立了完善的配件仓库，让客户可以便捷高效地共享山河智能的高品质配件服务与品质服务。
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.
像在比利时，山河智能设立了2.5万平方米的保障中心，实现95%的配件当地满足率。同时，山河智能还与超300家经销商建立紧密的合作关系，形成完善的服务网络。
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个国家和地区设立分公司或办事处，实现全球范围24小时内配件到手的响应速度。
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.
从去年开始，山河智能步入出海的第三阶段：深耕市场。深入推进海外公司本地化，主要用本地人做本地市场。
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.
“随着设备不断智能化和数字化，许多运维问题可通过线上渠道解决。”李飞说。
"As equipment becomes increasingly intelligent and digital, many operation and maintenance problems can be solved through online channels," Li Fei said.
2021年，山河智能国际市场收入为19.91亿元，2023年这一数字为41.07亿元，2年实现翻番。今年上半年，山河智能海外市场实现营收21.54亿元，同比增长6.81%，占比为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.
