Since 2013 has just begun, Weichai has displayed on the international stage in different poses.
On January 20, 2013, the largest top-class luxury yacht built by the CRN Ferry Group's CRN shipyard so far, launched a launching ceremony in Ancona, Italy. This is the largest commercial activity held after the Weichai Group successfully reorganized the Ferretti Group. More than 5,000 people attended the event. The Chinese ambassador to Italy and the Chairman of the Mackay Region of Italy are all on the list.
On February 1, 2013, Ferrari Motor Corporation held a press conference at the Italian headquarters in Maranello. At the meeting, they announced explosively that since 2013, Weichai Power has officially become a global sponsor of the Ferrari F1 Team.
Since 2009, Weichai Group has successively acquired Baudouin, the French company and Ferretti Group, the world's leading luxury yacht manufacturer, and signed a strategic cooperation agreement with the German KION Group. Its long-swinging, capital-like capital operation once surprised the world. In 2013, when people were curious about how Weichai's internationalization would advance, Weichai used this kind of difference and past "play" to give people a new visual impact.
According to industry sources, Weichai has frequently appeared in the international arena, and in particular, he will “fight†Fara Emperor in the passionate arena of Formula One. This is due to the demands of its international development strategy. In the future, such “change†will be the norm. And open unlimited space for brand building.
Whether it is the amazing capital operation or the refreshing brand building, Weichai seems to be conveying such a message to the world: Weichai has never been lonely on the road to international development. Based on this, people also firmly believed that under the background of global economic integration, the internationalization strategy and international perspective will certainly help the internationalization of Weichai to rush into the luxury club of the world's top 500 enterprises as soon as possible.
Look at the world
As global villages have become smaller and smaller, if companies want sustainable development, globalization strategies are indispensable. When he was doing sales work in the early years, Tan Xuguang and the international market had been deeply "connected", so he himself did not lack the international "gene." It is no exaggeration to say that the international development strategy has always been in tandem with Tan Xuguang in the process of leading companies to move. In recent years, when he proposed to create a "hundred-year enterprise" concept and led Weichai to attack "the world's top 500", this international development strategy began to become more and more clear and more and more urgent.
In 2012, Weichai clearly laid out a strategic vision of “Building an industrial equipment manufacturing group with a complete machine-oriented, core technology, global competitiveness, and sustainable development, and entering the world’s top 500â€, and established the power for future development. The positioning of the four business segments of the assembly, commercial vehicles, core components and yachts.
On February 13, 2013, at the meeting of leading cadres of the Weichai Group, Tan Xuguang further proposed the concept of “building a long-lasting foundation for the 100 years of Weichai.†He told the Weichai people so visibly: I have been thinking about how Weichai can create a century-long great cause, realize sustainable development, and carry forward our common cause from generation to generation. This is not only the pursuit of our team, but also the dream of all the people who live in wood; it is the mission that history has given us, and it is also an unshirkable responsibility of our generation.
Planning for the future requires both responsibility and vision. Tan Xuguang always stood at a sheltered height and kept a clear understanding of reality. It is this sober understanding that has led him to step by step to strengthen the strategic thinking of globalization. In his view, if Weichai people want to achieve a good vision, there is still a big gap. Through the analysis of benchmarking with the world's top 500 companies, he believes that product concentration is too high, products are too dependent on investment and highly dependent on the domestic market, etc., which is the bottleneck for Weichai to achieve sustainable development. In the future, if Weichai wants to reduce the impact of the cyclical fluctuations in the domestic market and achieve sales revenue from 100 billion to 200 billion to 300 billion, it can only take the road of international development without hesitation, and strive to become a global industrial chain. The sequence of division of labor opens up a globalized international market.
People in the industry bluntly stated that in today's world, the development of economic integration has become the trend of the times. Whoever can adapt to it will be able to seize the commanding heights of development. Entrepreneurs can only use the perspective of globalization to examine the competitiveness of their companies. Only in a timely and effective manner, can they lead the company into the international division of labor and continue to expand the depth and breadth of business operations. As a contemporary entrepreneur, Tan Xuguang is not afraid of the changes in the world economy, and he is willing to win a place for Weichai during his walk in an open attitude. His globalization development is a positive reflection of the trend of the world economy. We will strive for a broader space for the future development of Weichai.
Tan Xuguang has always stated that it must be "long-term" for companies to do business, and globalization is a "long-term plan" for Weichai. Based on this, people in the industry always recall the beautiful dance steps that Weichai has taken on the international stage. They always feel endless, and they don't praise them as models.
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With M & A going global
The internationalization strategy needs not only conception but also action. In the past two to three years, Tan Xuguang, who is in full swing, has skillfully arranged his troops and performed several classic transnational mergers and acquisitions. In the near term, the cooperation between Weichai and KION in 2012 was the largest direct investment by Chinese companies in Germany. It once alerted the German Chancellor to Merkel. The cooperation between Weichai and Ferretti has become the most classic transaction case in Europe in 2012 due to the complex ownership structure and outstanding design solutions.
The beautiful combat has painted an indelible mark for Weichai's internationalization blueprint, and has also accelerated the process of changing Weichai's internationalized route to a qualitative change. Now, when we look back at these once-magnificant mergers and acquisitions, people seem to always feel the deep eyes of Tan Xuguang's eyes as he calmly falls.
For the three cases of mergers and acquisitions that year, Tan Xuguang once made such a summary: Through the acquisition of the French Baudouin company, Weichai has accumulated valuable experience in operating international companies; by reorganizing the Italian Ferretti Group, Weichai achieved structural adjustment. Major breakthroughs; through the acquisition of Kai Lun Linde Hydraulics, Weichai controls the core technical resources of the global hydraulic control system.
It is reported that in 2008 at the last moment of bidding for Baudouin, the opinions of the management team were not very uniform. Tan Xuguang made two suggestions at the time: First, through the acquisition of Baudouin, Weichai can try internationally with the least amount of money. The company's operating methods and processes; Second, Weichai can directly enter the 15-liter engine area. Although Baudorn's technology was not the most advanced at the time, developing new products on this basis would certainly shorten Weichai's technology development cycle. Facts have proved that the acquisition of Baudouin in France seems to have only taken a small step, and in fact it has taken a big step in international operations. Weichai's use of capital means not only enhances the overall strength of the company, but also enhances the brand's visibility.
The acquisition of Ferrari, the top luxury cruise ship company, is yet another “shocking†move by Tan Xuguang. Many CEOs of internationally renowned companies do not understand. Weichai is a company that specializes in producing engines. Why should we enter the yacht industry? Tan Xuguang's explanation is that the fire engine business of Weichai is completely related to investment promotion, and the risk of macroeconomic influence and restrictions is relatively large. The correlation between the consumption of luxury goods and the economic cycle is not significant. The people who buy yachts are rich people with hundreds of millions or even billions of dollars, and their consumption will not be reduced due to economic fluctuations. In terms of business structure, heavy-duty trucks, engines, and bulldozers are most affected by the economic fluctuation cycle, while high-end consumer goods such as yachts are at the end of the shock wave. Through the acquisition of Ferretti, Weichai’s sensitivity to economic fluctuations will become lower and lower. Of course, the acquisition of Ferretti also made Weichai control the world's top yacht brands and the most advanced technologies.
Alarmed Merkel's cooperation between Weichai and KION is equally important in Tan Xuguang's international deployment. At present, the global hydraulic system has been monopolized by Germany's Bosch Rexroth, the United States Eaton, Japan Kawasaki and other companies, Linde's Linde hydraulic technology is completely inferior to these companies in terms of technology. Tan Xuguang confidently stated that the mastery of core technologies means more opportunities and markets. The hydraulic system is linked to the transmission system. When Weichai's industrial chain is extended downstream and the hydraulic system is a core component to fully contribute to the development of the industrial chain, it will win absolute competitive advantage for the company. Weichai's strategic restructuring of Linde Hydraulics will lead to major changes in the global hydraulic control system development pattern in the future.
The implementation process of the three mergers and acquisitions is regarded as a surprising victory, which is in line with the unconventional personality of Tan Xuguang. Through these three mergers and acquisitions, in the past, many countries did not know Weichai, and now almost everyone in the world knows that Weichai has gone happily on the road to internationalization.
Global vision enhances brand
The development of internationalization has made Weichai more and more attractive to the world, and the brand value has been increasing. This seems to have once again touched Tan Xuguang's analogous business nerves. At the beginning of the new year, Tan Xuguang, who often built corporate empire with courage, surprisingly had new ideas. He told reporters that companies participate in global competition, and ultimately rely on the creation of a brand to achieve. When the eyes of the outside world are focused on Weichai's capital dance in Europe, Weichai is undergoing a quiet revolution. Because Weichai people know that international capital operation is only the process and method of enterprise development, the ultimate goal of enterprise development is to upgrade the global brand.
From this point of view, whether it is the "high profile" launch of luxury yachts, or the "marriage" of the hot Ferrari F1 team, all show Wei Chai's strategic intention of brand promotion. It is reported that after Weichai Power became China's first sponsor to be able to compete with racing cars, Tan Xuguang once talked about his motivation to sponsor Ferrari: Weichai Power and Ferrari Motors are pursuing technological innovation and excellent quality. It is precisely this common philosophy that has contributed to this cooperation. Through a series of overseas mergers and acquisitions and restructuring, Weichai Power has become an international enterprise with global operations. It has companies and subsidiaries in France, Italy, Germany, Singapore, India and other countries. This cooperation with Ferrari is an important part of Weichai's internationalization of the brand. We hope that through this cooperation, Weichai will continue to increase brand awareness on a global scale. In addition, in the aspect of goodwill and understanding of the brand, Weichai will also begin to move toward the direction of emotional appeal, making the outside world more clearly understand Weichai, and truly create a world-renowned equipment manufacturing brand.
The industry insiders expressed emotion that Weichai’s “high profile†in brand promotion is a reflection of the calm at the decision-making level. After successively completing several major overseas investments, in order to ensure the quality of investment, Weichai really needs a period of precipitation to complete the upgrading and upgrading of its soft power. Brand building, including brand promotion, cultural construction, etc., was put on the important agenda at this time. Naturally, it is a reasonable matter.
To be fair, cross-border mergers and acquisitions and strategic reorganization are short-cuts for the development of international companies. But this shortcut is full of bumps and thorns. Too many companies have faced the dream of 1+1>2, but in the end they didn't even think about it. Nowadays, through strategic reorganization, Weichai has succeeded in grafting international brands and manufacturing in China. However, whether Chinese companies can integrate well-restructured top brands is a huge challenge. In this regard, cultural integration under the guidance of brand building has a profound impact on the future management and operation methods of the company and its follow-up development strategy. It is no exaggeration to say that the pros and cons of brand building in the future will directly affect Weichai’s post-acquisition integration.
The strengthening of brand building in the precipitation, this faction abandoned the quick success and instant benefits, reflecting the scientific and high-end international operation ideas. People believe that in the future, in the virtuous circle of sprinting, sedimentation and re-spur, Weichai will certainly continue to surprise the world.
International talents give power to Weichai
One move, one silence, one relaxation, and one relaxation. On the road to internationalization, every step that Weichai has taken is so precise and in place that it has been implemented so quickly and effectively. The horizons of the high-level housing managers in the decision-making level in Weichai and the efficient implementation of the execution team are all admiring. Tan Xuguang said that first-rate talent created first-rate enterprises. In the process of Weichai approaching the world, actively building a talent structure that matches the internationalization strategy has greatly contributed to the development of Weichai.
It is reported that prior to 2005, Weichai focused on spending money to buy equipment. This move gradually made the company's equipment level in line with international standards. Since 2005, Weichai people have gradually realized that first-class equipment also requires first-class talents to operate, and that first-class enterprises need more first-class talents to manage. As a result, they made great efforts to attract top talents from top companies, institutions of higher learning, and research institutes across the world. They also introduced a large number of talents across regions, regions, and levels. According to statistics, currently in the engine segment alone, Weichai Group has more than 50 high-level talents, including 14 foreign high-level talents, 10 domestic high-level talents, 23 doctors, 11 special allowances from the State Council, and 11 national grades. Introduced four high-level overseas talents "Thousand Talent Plan".
At present, the idea of ​​"pulling on talent" in an eclectic manner has reached consensus on Weichai. As for how to make good use of these talented people, Weichai's experience is: Dare to introduce and dare to reuse. For the introduced talents, Weichai provides a broad development platform for them to fully display their intelligence. Currently, Weichai’s strategic directors, legal directors, technical directors, information directors, human resources directors, and electronic control institutes, new energy technology centers, powertrain research centers, and other important positions are all imported from the sea in the past two years. High-end talents at home and abroad serve as responsible persons. For technical talents, Weichai has implemented a project responsibility system that allows them to independently assume research and development projects and achieve rapid growth in pressure.
Ronald Long Moore, a U.S. corporate management expert, and former general manager of Cummins Inc. After retirement, he was appointed as the general manager of Weichai Heavy Machinery Power Equipment Company in 2010. In less than a year, various operational indicators of Weichai Power Generation Company have been significantly improved, and the company’s production, sales volume, output value and other indicators have all reached the highest levels in history.
Dr. Zhang Zengteng is an American engine expert. After coming to Weichai in 2007, he served as deputy director of the company's technology center and chief technical expert in electronic control. He was the person in charge of the special research project of the engine electronic control unit control strategy, enabling the Weichai engine to autonomously complete and realize the drive and control of the high pressure common rail fuel injection system without using external incoming control units.
The landing of the talent project has brought about a brilliant performance in the rapid development of Weichai. Taking 2010 as an example, Weichai Group achieved operating revenue of 91.1 billion yuan for the full year, an increase of 74% year-on-year; the engine segment realized operating revenue of 52.2 billion yuan, completing the target of 50 billion yuan two years in advance; and 770,000 units of various types of engine production and sales. Maintain the status of the first provider of high-speed, high-power global power.
Tan Xuguang stated that with the implementation of the Weichai strategy for the 12th Five-Year Plan, the group company will work hard to mobilize all aspects of society, actively use overseas high-end talent resources, comprehensively promote the planning and construction of the talented highlands, and establish an international concept and strategic match. , Market-optimized talent management system, and ties to high-tech projects, bringing together elites, providing good development platforms for people with lofty ideals at home and abroad, making Weichai an international talent highland for equipment manufacturing.
Xiongguan Dadao really like iron, but now the pace to go from scratch. Nowadays, the tasks of managing a global enterprise are irresistibly placed in front of Weichai people. At present, Weichai and all departments are striving to achieve convergence with the international community in terms of concepts, management, technology, marketing, talent, and language. While the employees are gearing up, Tan Xuguang’s thinking has been running at a fast pace.
Talking about accelerating the topic of global marketing and localized management, Tan Xuguang told reporters that in the future, companies will transition from the initial stage of general trade to global marketing as soon as possible, and gradually realize network systemization, brand internationalization, manufacturing localization, and talents. Localization, research and globalization. Global marketing will be further deepened and efforts will be made to take advantage of the brand; the market will use Africa, Southeast Asia, and Eastern Europe as breakthroughs, and accelerate localization of manufacturing through technology export, project cooperation, and overseas plant construction. As for how to do a good job of investing and integrating overseas companies, he said that Weichai will continue to invest in and integrate globally advantageous industries and technological resources, and continue to expand the group's industrial chain and enhance its competitive advantage. Fully promote the integration and development of Ferretti Yachts, Linde Hydraulics, and Kaiou Forklifts to accelerate their landing in the Chinese market. In addition, we must also rely on overseas business platforms to promote domestic business segments to further improve product standards and speed up the process of going abroad, striving to achieve the “Twelfth Five-Year Plan†at the end of the group's overseas business income can reach more than 30% of total revenue.
Tan Xuguang believes that on the road to globalization, "hundred years of chopping wood" is not a dream. In the future, Weichai people will use the tremendous driving force of the internationalization strategy to create a brand-new and globalized firewood.
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