Hainengda: the leader of Chinese enterprises “going out”
All the way to a brilliant song
As a representative of the Chinese company, he attended the China-UK Business Summit and the China-Brazil (China and Brazil) Business Summit with the leaders of the country. He successfully won the Dutch public safety 616 million yuan bill, supported the post-earthquake rescue in Nepal, and actively participated in the “Belt and Road” and received Invited to participate in the "China-Indonesia Economic Cooperation Forum"... As a private enterprise, Hainengda is the leader of Chinese companies "going out".
I like Hyundai because it is not just selling products.
"Guess this 'advertising implant' how much did we spend?" A few days before going to Austria, at the headquarters of the company, the company's product introducer pointed to the characters in the American blockbuster "Speed and Passion 6" Hainengda walkie-talkie let us guess. I can spend a lot on Hollywood blockbusters! After we uttered a few wrong answers to the sky-high price, the introducer proudly told us: "No money was spent, and the equipment rental fee was charged to the film!" Hainengda's products are in the international mainstream high-end market. Is there such a cow? What are the best ways to "go out"? With the expectation of finding out the answer, we embarked on a journey of exploration and interviews in Australia and New Zealand.
Sydney in March just entered the autumn and the sun is still bright. On the afternoon of the 2nd, we met at the hotel and Feng Dong, the general manager of the Haienda Australian subsidiary, who was rushing to Sydney in conjunction with the interview, and he was accompanied by Keith William, the chairman of the company's partner in Sydney, Metwide.
Metwide is a service provider for IP, Radio, VOIP and other businesses in Sydney, Australia, and has a history of more than 40 years. Their cooperation with Hainengda began in 2013. For more than two years, with the joint efforts of both parties, the SHIFT DMR Tier3 operating network covering the whole of New South Wales and Queensland has been built for the New State and Kunming. State public transportation and other public utilities provide the best coverage, the clearest sound, and the most comprehensive data services.
Keith is a New Zealander, fat, smiling and kind, and married a Hong Kong wife, but also a Chinese son-in-law. Although I can't speak Chinese, I have a lot of investment in Hong Kong and I have been to Shenzhen many times. When we asked about his impression of Shenzhen, Keith replied without hesitation: "Fast! Development is too fast!" He feels that Shenzhen is a city with very fast metabolism, and every time it goes to the face is new.
As the boss of a large group company, Keith does not seem to be "devious" at all, nor does it give people a sense of distance. He personally drove us to come and go. Pass through most of Sydney and visit the company's base station. The driver, the base station administrator, the product interpreter, and him all take it all, and the road is familiar, patient and sincere.
At a rooftop base station in Metwide, we saw a row of neatly arranged Hyundai products. Feng Dong said that it was the industry leader, Motorola's products, that was visited on these shelves. Why did you give up Motorola and choose Hainengda? Keith tells us that the products of the two companies are not much different in terms of product quality and function. However, Motorola only provides factory settings, and Hainda will provide customized services according to customer needs. The reason why they favor Hainengda is that Hainengda will not be able to do everything after the product is sold, but will do a good job in every aspect of the service, and even send design engineers from Australia to Australia to provide professionalism. And caring service. "I am very optimistic about the development prospects of Hainengda." In the talks, Keith's praise, let us also be proud of the achievements of Shenzhen enterprises that work hard overseas.
Respect them, learn them, be a member of them
Because the interview schedule was very tight, after dinner, we rushed for a day and Feng Dong, who had been running for a day, did not go to rest, found a table in the corner of the cafe in the hotel lobby, and sat down to continue to "talk about work."
Feng Dong told us that since Hainengda entered the Australian market in 2003, after more than ten years of accumulation, Hainengda's Australian sales team has established a comprehensive sales network covering six continents and Fiji throughout Australia. , neighboring island countries such as Papua New Guinea. Hainengda has become a mainstream private network product, solution and service provider in the Oceania region, serving customers in various industries, including the NSW Coast Rescue Team NSWSLS, Uluru National Park, Queensland Railway, Brisbane Airport, Shell Paramana Petrochemical Company, Newcrest Mining Company (Australia's largest gold mining company), Papua Royal Police, New Zealand Napier Port and other customers, and the world's top sailing event America's Cup, Melbourne Cup, 2014 G20 cloth The Brisbane Summit provides security. Talking about the record of Hainengda, Feng Dong is like a few treasures, marveling and admiring. We are even more eager to dig out the "martial arts cheats" of Hainengda.
Localization is a huge challenge for every Chinese company to expand its overseas market. The core of the challenge comes from the huge differences between local laws and regulations and China. On the other hand, it comes from the conflicts between different cultures and values. The most important thing is how the overseas subsidiaries operate and manage themselves to adapt to local operations. Rapid development.
"Respect them, learn them, and become a member of them." Feng Dong believes that this is a basic principle that Chinese enterprises should follow to achieve localization. He said that the Australian market is a mature high-end market. In a sense, it is the threshold for products to enter the European and American markets. If your products are recognized by the Australian market, then you will also open the door to the European and American markets. .
Australians are relatively conservative and will not easily accept Chinese brands and products. Feng Dong tells us that you have confidence in your products and customers recognize your products. There are two problems. How to fill in the gap between the two is a major problem that Haineng faced in the process of localization. The so-called "Kung Fu is outside the poem", the customer's identity often does not start with the product, but from the recognition of your understanding of the local market, local culture and the country.
"You can speak authentic British English, American English, but in Australia, if you want to quickly get closer to your customers, you have to learn to speak authentic Australian English." Feng Dong, an English major at university, takes language as an example. , to reveal to us the localization strategy of Hainengda.
Feng Dong told reporters that after the establishment of Hainengda's Australian subsidiary, he actively joined local industry associations, sponsored industry associations with the highest standards, actively participated in the activities of industry associations, donated equipment to the coastal rescue team, the communication discipline of Bondi University, and local The private network communication society, etc., through the fulfillment of social responsibility to establish a good brand image of the company in the local area, has gained recognition, and business has come.
Master the standard voice
It is not easy for Chinese enterprises to "go out". It is even more difficult to establish a foothold in developed countries.
From “Made In China”, which is regarded by customers as a synonym for inferior products, it is a difficult and tortuous process to convince customers from technology and solutions as a leading company, but Hainda has done it.
Hainengda Group is a world-class enterprise that requires itself to invest more than 15% of its total revenue every year, and invests in the world's leading modern production equipment and processes, thus ensuring the best and most advanced products and technologies in the global market. It fundamentally changed the customer's inherent impression of low-end and inferior quality of Chinese manufacturing. At the same time, Hainengda increased the added value of its products through service and technical support, and enabled customers to feel the use of Hainengda through localization and brand image enhancement. Product pride and honor.
In the process of localization, Hainengda's Australian subsidiary strictly demands itself in the industry's leading standards, and spares no effort in providing private network access standards and industry standards to provide the highest standard of service. Feng Dong said that in developed countries, the most important thing for people is the standard voice and industry influence of enterprises, followed by the brand, products and services of enterprises, and finally the price and cost performance of products. And some Chinese companies often only have an advantage in price, which is weaker than the first two. Therefore, Hainengda attaches great importance to participation in the formulation of standards. It has become the main setter of domestic standards for the private network communication industry and the main participants of foreign standards. This is the case that Hainengda can beat some local large enterprises in some developed countries. The core competitiveness lies.
Through long-term localization and deepening of the Oceania market, Hyundai currently has a market share of more than 17% in the field of civil digital private network communications. It is expected to reach a market share of more than 30% in 2016 and will become the core of the Oceania region in the next three years. Network equipment, solutions and service providers. Talking about the future of the Australian subsidiary, Feng Dong is full of confidence: "You want to let customers believe that you will stay for a long time, I believe that you are focused on providing them with quality products and caring services that meet their needs, so that the local development of the company It will get better and better."
"Hainengda's success is largely due to our focus on the field of private network communication, which has never been yawed." Chen Qingzhou, chairman of Hainengda, once told the media the success of Hainengda. Secret. Focus on private network communication, focus on products and services, focus on and meet the actual needs of customers, focus on integrating into local society and culture, focus on standard setting... will focus on the two aspects of fonts now, to the extreme, perhaps, this It is the winning way of Hainengda.