Since President Xi Jinping proposed ‘One Belt, One Road’, the bonus is bringing bliss to Africa. In2 016, trade volume between China and Africa reached 149.1 billion dollars. China retained its status as the largest trading partner in Africa. Last year, China reached a historic height in number of employment with its input, doubling that in 2015 and over three folds that of America. In the meantime, infrastructure projects in Africa are huge that gestate considerable market of engineering machinery. Since its access to Africa in 2002, Xinwei has formed three areas in North Africa, West Africa and South Africa in its African market after years-long elaborate efforts. It also fares speedy development.
15 years ago when Xinwei delivered its first pump to the ancient land of Africa, the ‘tentative effort’ enabled Xinwei perceive its growth potential. After its access to Africa, Xinwei is popular with its customers with its good quality and completed aftersales services. Xinwei devices got more and more involved in building of key projects in Africa. Its image can be seen in such projects as Algeria Mosque Minaret, the No.1 highest building in Africa, the world’s largest Dangote refinery, Africa’s largest Kusile heat-engine plant and so forth. Local clients show high approval to Xinwei.
In 2016, Xinwei greeted new changes in its African market by categorizing three districts of South, North and West from the original two areas of the South and the North. The new model also brought about big changes to work of its staffs. ‘After marketing segmentation, I got more focused on my work, for it enables us to invest more efforts to partition market and complete our sales system’, Li Lei, general manager in charge of the West African market, puts it that after segmentation of marketing areas, marketing staffs have ample time and efforts to focus on one specific country or project, which is also favorable to development of superb customers.
With more time and energy, system of agents of regional market can be better completed. For the moment, hunt for outstanding agents is what three major areas of Africa is actively performing. ‘Local big companies and financial cliques have enough reserve of dollars and good professional qualities’. Li Lei said. Those that satisfy those terms are ideal and superb dealers. In Ethiopia, after rounds of selections, Xinwei eventually signed contract on proxy with Horra Company, a famous local company. Horra is the largest coffee company in the local place. It began to dabble into the sector of machinery devices from the year before last and showed speedy business development. It is forecasted that Horra Company would bring about an order form worthy of around 30 million Yuan for a single year.
Other than cooperation on products, Xinwei also pays attention to cultivation of local talents. ‘Each month, we would choose key companies, agents and terminal clients for large-scaled training’. Liu Guosheng, general manager of North Africa, showed that in 2016, their service training got approval among customers. They would continue with the training in the future.
As a Chinese company on engineering machinery that is among the earliest batch that entered the African market, Xinwei has taken root in Africa. ‘One Belt, One Road’ helps add more confidence to development in Africa. In the future, Xinwei will pay more attention to its African market. While obtaining development in its own development, it would inject power to economic development in African countries.