Ding Haiyi: Engineering machinery will continue to grow rapidly in the next 5-10 years

Doosan, the founder of China's excavator industry development myth, has been leading the development of the Chinese excavator industry for more than a decade. In the first half of this year, China's excavator industry has doubled its growth and refreshed history. On September 2nd, Mr. Ding Haiyi, General Manager of Doosan Infracore (China) Co., Ltd., and Ms. Sun Yingxia, Minister of Human Resources visited the China Construction Machinery Business Network to exchange views on Doosan's business performance and future plans, and the future development of excavators. Problems such as trends were interviewed by this reporter.

Bringing together global talents to enhance their core competitiveness

Talent is the fundamental business survival. Based on the core of the "Growth of People" (Growth of Business) strategy, Doosan continues to strengthen recruitment and training to improve talent management. In the past, the company’s recruitment was more oriented toward college students and postgraduates. After joining the company, the company will continue to train them through various methods and channels. However, with the rapid growth of Doosan's business, the original recruiting and training methods are no longer able to meet the urgent needs of personnel for career development. Ding Haiyi introduced that currently Doosan’s talent mechanism has shifted from recruiting new graduates to fully recruiting graduates, experienced employees, and senior managers at all levels. The recruitment of talents is also not limited by nationality and geography. For example, the current CEO of Doosan Construction Machinery is an Australian. The regional heads of the four major regions are also the global heads of the R&D departments of managers of different nationalities and the global director of human resources for construction machinery. Doosan's talent recruitment has changed from the original limited area to a global one, and the scope of work for talented people has also shifted from limited areas to global ones. Doosan’s introduction of talent is uninterrupted throughout the year. As long as it is a talented person, we are always welcome to join us. The internationalization of talents is an inevitable way for companies to move toward globalization. With open minded Hainer talents and the use of world technology for my own use, this is an important step for Doosan to enter the world.

Improve product performance and enhance agent capabilities

“It is impossible for a company to maintain its leading position for a long time because of its good business. To get the recognition from the market and the customer, we must first have a good product as a foundation, and then study how to satisfy customers from the entire process of the business chain. Demand, this is an issue we have to consider comprehensively,” said Ding Haiyi. To fully realize the competitiveness of products and companies, Doosan is currently focusing on two major areas of work. First of all, how to improve the competitiveness of the product; Second, how to make the customer's voice reflected in the plant operations in a timely manner.

In terms of product competitiveness, due to the similar operating environment in Korea and China, Doosan’s product development was basically conducted in South Korea. Products that were fully certified in Korea were brought into production with minor modifications in China. "However, as the market for China's construction machinery has become more mature, many customers have greatly improved their product and technology awareness and have more and more requirements on products. In order to satisfy customer needs to the utmost, we have decided In the future, the new product development process must fully reflect the needs of Chinese customers and be fully approved by the Chinese market and customers before they can be put into the market in bulk.” Ding Haiyi introduced Doosan’s transformation and improvement in the production process. In the past, after the completion of new product R&D, the relevant departments of the factory will be put on the market in batches after rigorous testing and internal evaluation. Now, if Doosan’s new products are to be put on the market in batches, they must be tested in the field's actual operating environment, and they will be mass-produced after being fully recognized by customers.

How to promptly reflect customer needs to the operation of the factory is a content that Doosan has always attached great importance to and has been promoting. It should be said that agents are the ones who understand customer needs best, so strengthening agent capabilities is the best way to increase customer satisfaction. Since last year, Doosan has fully launched a series of measures to increase the overall competitiveness of its agents. For example, the training for each level of the company's chairman, general manager, and marketing staff is being carried out in an orderly manner; through the strengthening of support for the agency's business activities, the network management system is improved, and Doosan's system is effectively connected with the dealer's system. , The agent's network management level has been greatly improved, but also promoted the smooth communication between manufacturers and agents. Through the on-site consultation and guidance of the professional team on the operating status of the agents, the overall quality and strength of the Doosan agent team have been fully improved. Through such a series of measures, Doosan strengthened its contacts with agents and customers, timely learned the actual needs of customers, and improved customer acceptance and satisfaction.

Based on the Chinese market for global development

The excavator is a product with a high return on investment in the construction machinery industry. In recent years, it has attracted more and more social capital and machine tool manufacturers to enter, as well as the rise of China's domestic excavator companies, the future pattern of China's excavator industry. Possible changes. Ding Haiyi said that now China's domestic manufacturers have increased investment in excavators, and the market share will certainly continue to rise in the future. Affected by the global financial crisis, the proportion of China's excavator market has significantly increased compared with previous years, accounting for 45% of the global construction machinery market. Before the Chinese market, the proportion of the global market share also accounted for about 1/3. Ding thinks that in the future, whether it is local Chinese enterprises or foreign-funded enterprises invested and produced in China, their eyes and markets will not be limited to China but will be global, and they will focus on global and market share.

Construction machinery will continue to grow rapidly in the next 5-10 years

This year, the unexpected development of China's construction machinery industry has caused the entire industry to fail. In the future, how will the construction machinery industry develop? Ding Haiyi predicts that in the second half of the year, it may not be the same as in the first half of the year; in the next 5-10 years, it will maintain rapid growth from the perspective of China’s economic development, and the overall capacity of the Chinese construction machinery market will continue to rise. It is rare for any country or industry to double the growth of the Chinese market this year. Looking back at the past five years, the Chinese construction machinery market maintained an average annual growth rate of around 40%, which is very rare on a global scale. As for the future development of China's construction machinery industry, Ding Haiyi has full confidence. He confidently stated that the development of China's construction machinery industry will at least be higher than China's overall economic development level.

First-half year-on-year increase of 82% and full-year increase of over 50%

In the first half of this year, Doosan as a leader in the industry-wide high-growth feast has performed equally well. Sales in the first half of the year increased by 82% over the same period of last year. At the beginning of this year, it is planned to sell 16,500 units throughout the year. According to the current sales volume, far more than expected, it may exceed 50% and achieve more than 22,000 units of sales. Since the launch of Doosan in China in 1996, cumulative production and sales of excavators are expected to exceed 100,000 units by the end of this year. This will be another important milestone in the development of Doosan.

The loader has become a market leader in the industry

Looking ahead to Doosan’s next five years, Ding Haiyi stated that Doosan will have four major initiatives and plans. The first priority is to continue to introduce products that allow customers to rest assured that they are well received by customers. Strictly follow the improved process to develop products and put them on the market. The first batch of DX260 products launched in the Chinese market in accordance with the new process has been well received by customers since its listing. The second is to significantly increase the market competitiveness of the loader and strive to enter the ranks of China's top class loaders. Third, we must step up the construction of a small excavator plant in Suzhou. We plan to start production in the second half of next year and build a modern factory with world-class advanced level. Finally, we must continue to strengthen Doosan’s strong position in the post-market. While providing customers with first-class services and satisfying customers, it continuously enhances the results of the aftermarket business.

Before the interview, the reporter was informed that Ding Haiyi recently won the title of “Yantai Honorary Citizen” granted by the Yantai Municipal Government. Talking about this honor, Ding Haiyi said that this is mainly due to the care and help given by the community, and there are many areas where improvement and development are needed. This kind of positive and modest attitude is like Doosan's development in China for more than ten years. It has always taken "Building a Better China Together" as its own responsibility and has been miraculously progressing steadily. Doosan continues to advance, just as Ding Haiyi expects. In another year or two, Doosan will be a new look!