Spring 1995, Munich, Germany.

The newly completed international trade center outside the door of the varsity flag, large advertising from the exhibition hall of the trade center all the way to the ground, printed on some of the famous international brands: Cuttler, Komatsu, Liebherr, Pumay, Heddingsfield ...Outside the indoor exhibition hall of 140,000 square meters, there are as many as 300,000 square meters of open-air booths, densely placed with a variety of steel behemoths, long hanging arms, huge digging shovels, several people high wheels, two inches thick track, everywhere with a thick heavy breath.

This is the triennial international construction machinery expo, from more than 2000 manufacturers from more than 30 countries around the world gathered here, showing their latest achievements in construction machinery.And more buyers from other countries have also come, throwing a lot of money, its madness is no less than the chopping family on the Internet in later generations.

“We can’t see the advertisement.”

Next to a 175-ton electric wheel dump truck with a length of 12 meters and a height of 7 meters, Wang Weilong, deputy general manager and chief engineer of Luoqiu metallurgical machinery company, said to Feng Xiaochen.At this time, they were looking at the advertisements hanging outside the exhibition hall, and they identified the narrow strip that belonged to the Chinese booth.In fact, it is not objective to say that you can't see it at all, and the advertisement is also two feet wide, from the roof to the ground, the area is not small.If you don’t look for it seriously, it’s easy to ignore.

Feng Xiaochen took office Yin first proposed to engage in large-scale technical equipment pre-research, the biggest problem is the problem of funding.In the mid-1990s, the state was in a transition from a planned economy to a market economy, the state fiscal was in temporary difficulty due to the transformation of the mechanism of interest and taxation, and a large number of state-owned enterprises were in serious losses because they did not adapt to the market economy model.In this case, to raise hundreds of millions of research and development funds, almost crazy dream.

Feng Xiaochen is naturally not the kind of person who sits and waits for the rice to go down, he proposed that there is a shortage of domestic funds, and he can find a way to use a funny saying from abroad, that is, to let foreign "sponsorship".

In the early 1980s, he also came up with an idea to go abroad to find sponsorship, that is, the National Economic Commission set up a national equipment industry science and technology fund, and then through Fenghua's Mingbao Bank, issued Chinese equipment industry technology bonds on the European market to raise funds.He served as the chairman of the fund and made a great contribution to the issuance of the fund, using the prestige she had developed over the years of teaching at the University of Bonn.

So far, the equipment industry technology bonds have been issued more than a dozen, the previous period of principal and interest have been repaid on time, so that investors have received a large return, which in turn also led to the sale of late bonds.Many of the scientific research projects supported by the Fund have had good results, and the gains of various patents have been well received to pay for bond equity, which has been partially reinvested in the Fund, creating a virtuous circle.

Hao Yawei served as the financial leader of the fund in that year and is very knowledgeable about the operation of the fund.When Feng Xiaochen first said the word "sponsorship", Hao Yawei's first reaction was that Feng Xiaochen intended to repeat it and once again go to the European market to issue debt money.But Hao Yawei knows that this idea is not realistic.

The current European capital market is different from the mid-1980s.In that year, there was a large amount of capital in the European market, eager to find investment, and the issuance of China Equipment Industry Science and Technology Fund was catering to this demand.By the mid-1990s, the European economy began to fall into swamps, countries' fiscal deficits were rising, unemployment was high, internal financial needs were difficult to meet, and long-term investment in China was still free.

The recession in Europe has many causes.From the internal cause, is a drag on by the welfare society, the people are not willing to work, but require advanced enjoyment, eat food, and the family is increasingly hollowed out.From the foreign point of view, the collapse of the Soviet Union has made the United States lose its biggest military competitor, the square agreement has discounted Japan's waistcoat, so that the United States has lifted the economic chokepoint, China has not yet reached the level of attention to the United States, so Europe will become the object to be contained in the United States.In this case, European countries may be for the purpose of self-poverty, signed the Maastricht Treaty, the establishment of the United States to resist the United States, touched the United States inverse scales, the United States and Europe relations began to deteriorate, the development of Europe naturally suffered a crisis.

Feng Xiaochen has always been extremely concerned about the international political and economic situation, and with the uncle of a banker in the United States, he naturally knows the current situation in Europe.He did not intend to copy the pattern of the past, but put forward a group to go overseas gold mining strategy.

Making money overseas is not a new idea.Reinstallation office has been at least 10 years ago to urge equipment manufacturers to Asia, Africa and South Africa to develop equipment sales, Africa, Southeast Asia, South America and other places and some Chinese construction plants are intensively under construction.However, Feng Xiaochen this time put forward the practice, more bold than ever, he asked the equipment companies to actively participate in a variety of international equipment exhibitions, to the first-class stage to compete with the international giants on the spot.

“Wang Chen, this idea is a little too far ahead, isn’t it?Our technical level, and Europe and the United States there is a considerable gap ah!"Wu Shican admonished Feng Xiaochen in this way.

“But our things are cheap.”Feng Xiaochen replied with a smile.

"People's brand awareness is much higher than ours."The clock also reminded me.

“But our things are cheap.”Feng Xiaochen.

"Those big foreign companies, have mature sales channels, we are afraid that we can't fight them?"The market department's Zhang Hanjian.

“But our things are cheap.”Fung Xiaochen or this word.

“Shut up, can we not talk about cheap things?”The king’s foundation is unbearable.

"Then..." Feng Xiaochen thought for a moment, and finally sped out a sentence: "We are cheap."

Everyone is broken, isn’t that the same thing?Together with the new general manager, he held this card in his hand, and he thought he had a hard bottom card.

Feng Xiaochen was also interested in amusing everyone, and when they saw that everyone was driven crazy by themselves, he said with a smile:

"Gentlemen, it is not my heart, but what you say is very right, our technology is not good, the brand is not good, the channel is not, there is not much advantage."But in today's world, cheap prices are a great competitiveness.

In fact, everyone is clear that although our products are not as technical as Western countries, the main performance indicators can meet the needs of users.Western products are stronger than us, but more convenient, more environmentally friendly, more durable, more beautiful.Are these things not important?Of course it is important.However, for most users, even users in developed countries, it is not worth spending several times the price just for convenience, environmental protection, durability and beauty.

Today's technology is developing rapidly, and the products of ten years ago are outdated today.Spending several times as much money on a device that can last for 50 years is neither necessary nor economical.A device used for a few years to throw away, in exchange for more high-tech equipment, this is a rational approach.In this regard, the characteristics of cheap quality are very important.Say you, are you still using the old refrigerator 10 years ago, have you complained that the quality of the refrigerator is too good, so that you do not have the head of the refrigerator?"

One word makes everyone laugh again.All of you here are successful people, the first person in China to have the money to buy a refrigerator.More than 10 years ago, a refrigerator for more than 2000 yuan, buy home can be described as unlimited scenery.But in recent years, the refrigerators on the market are getting cheaper and more cheap, more and more functional, more and more beautiful, eight of them among these people have more than once grumbled, looking forward to the refrigerator at home to quickly make a little fault, the best is the kind of fundamentally repairable failure, so you can change a newer and more oscinish refrigerator.

This also seems to be the case for the extension of the equipment industry.The steelmaking furnaces and gas turbines built in the 1960s and 1970s are still very good, but the technology has fallen seriously behind.Steelmaking furnace has developed to ultra-high power, thermal power equipment is super supercritical, new technology is more energy-saving and efficient, who does not like?However, if the old equipment that can still be used is eliminated in order to adopt new technology, it is a bit distressing.I already know that the technology has developed so fast, of course, it is better to pick a bargain first, in a few years to change, at least the loss will be smaller?

China's equipment industry has been seriously behind the Western countries, after more than ten years of introduction, digestion, absorption, and now in many areas has reached the level of Western countries in the mid-1980s or even the late 1980s, the gap with the West is about a generation.It can be said that the developing countries that do not mention Asia, Africa and Latah, even Western developed countries, are using equipment that many companies are using, and they are no more advanced than the equipment that China can currently manufacture.If China can provide cheap and not particularly backward equipment, what reason do these companies have not to update?

Western equipment giants are more advanced, but the price is several times that of Chinese products, and another set can make enterprises break their bones, and in a few years it will be obsolete, who is willing to throw hard-earned money into this pit?

In this way, Feng Xiaochen succeeded in persuading his subordinates, and these subordinates persuaded the domestic equipment companies they were responsible for contacting, so that they realized that it was time to go to sea to dig for gold.This time, led by the equipment industry company, the organization of more than ten machine factories and more than 20 parts factories across the country to Munich to participate in the international engineering and equipment fair, is part of Feng Xiaochen's strategy to go to sea.