By Wu Yue
What is a brand? Perhaps answers vary, but it is certain that a brand has a complete connotation. It reminds me of "Sany," and I feel that this seemingly non-issue actually has a precise definition. The name Sany Heavy Industry originates from its founding purpose and goal: "Create a first-class enterprise, cultivate first-class talent, and make a first-class contribution." Sany's "three first-classes" give a more comprehensive understanding of brand: a brand is the integration of first-class technology, first-class quality, and first-class service. Missing any one of these three makes it incomplete, and if incomplete, it cannot be a true brand.
The importance of service is deeply recognized by today's enterprises, and so their slogans are loud. First-class service is a phrase with high standards. There are many such expressions today, such as customer first, 24/7, "nanny-style," etc. Though words are full, actions sometimes differ. Here is a story about how Sany Heavy Industry provides service, titled "A Bowl of Instant Noodles and a 160-Kilometer Mountain Road," which I would like to share with you. It was a day in mid-June this year. Cao Pengfei, a service engineer stationed in the northwest for Sany pile drivers, had just finished a day of non-stop work and returned to the office. Just as he was about to go to dinner with colleagues, the phone rang suddenly. The call was from Sany's 400 service hotline: a customer's equipment, owned by Qu Lianjie, had broken down at a construction site far from the office. After learning about the equipment, Cao Pengfei skipped dinner, immediately grabbed his tools, and drove off. Gansu is vast and sparsely populated, with most construction sites located on the Gobi desert. So whenever such matters arise, Cao Pengfei often leaves as soon as he gets the call, without a moment's delay.
The site was over 160 kilometers from the office, with a long stretch of mountain road. Moreover, due to the recent construction of the Ningxia-Xi'an railway, there were many engineering vehicles on the road, and road conditions were poor. Cao Pengfei remembers that emergency service vividly: a drive that normally took 2 hours took over 3 hours that night, and he arrived at the site close to 9 p.m. Cao Pengfei's timely arrival delighted and moved customer Qu Lianjie, who repeatedly said, "Engineer Cao, we feel relieved now that you're here."
After a warm greeting, Cao Pengfei immediately set to work. He asked questions while troubleshooting the machine. Upon learning that the equipment's bidirectional balance valve was severely leaking pressure, causing the equipment to fail to maintain a vertical angle, Cao Pengfei immediately called his colleague at the office to finalize a repair plan. The colleague asked when he would finish and come back to eat. Cao Pengfei replied, "You go ahead and eat; I'll grab something when I'm done." This casual remark was overheard by Qu Lianjie. Learning that Cao Pengfei had rushed over without even eating to repair the equipment in time, Qu Lianjie was very moved and wanted to buy something nice to treat him. But since the site was in the vast Gobi, the few nearby restaurants were all closed, so he had to buy a pack of instant noodles and a few sausages from a supermarket, then went to a project department several kilometers away to get hot water, and offered Cao Pengfei a bowl of instant noodles.
Seeing the bowl of noodles brought by the customer, Cao Pengfei felt a warm sense of accomplishment. Although it was a simple meal that was not easy to obtain, he deeply felt the customer's recognition, respect, and sincere care for his work. After eating, Cao Pengfei, filled with gratitude, quickly fixed the fault, and the mighty Sany pile driver was running normally again. The familiar roar returned to the project site. Cao Pengfei's service—I would call it "servant-style" service, and it's not an exaggeration. Rushing over 160 kilometers without eating—that is truly treating the customer's call as an order; truly making the customer's need the greatest need; truly providing on-call "servant-style" service. And the customer's bowl of hot noodles conveys genuine emotion, reflects sincere satisfaction and trust, and expresses deep warmth and care. The above story of "master and servant" interaction reflects the beauty of manufacturer and user moving forward together, reveals Sany's after-sales brand service, and shows the comprehensive meaning of a brand. Therefore, any brand must not only have advanced technology and excellent quality but also ensure service is in place. And "servant-style" service is precisely the more moving and shining aspect of a brand's connotation.