[China metallurgical news] focus on shagang steel exports high value-added products why can account

"We should optimize and innovate the marketing model, promote the construction of overseas marketing network, continuously improve the quality of customer service, push forward the internationalization process of shagang and comprehensively enhance the core competitiveness."Shen bin, shagang's party secretary, executive director and chairman of the company, told China metallurgical daily that this is the main way shagang has implemented its "go global" strategy in recent years.

It is understood that in 2016, shagang completed the total export of steel products of 5,819,600 tons, with the export earning foreign exchange of $2.036 billion.

Strengthen the analysis and prediction of market trends

In 2016, shagang further innovated the foreign trade mechanism, comprehensively tracked the market situation of Europe and the United States and other parts of the world, grasped the timing of import and export trade and sales rhythm, innovated the mutually beneficial steel pricing mechanism, established a "strong magnetic field" to attract international dealers, and realized the stable export of steel products.

"In terms of exports, we have always attached great importance to market analysis and prediction."Shagang international trade co. LTD. General manager xu liangqian said.

It is reported that in 2016, shagang further strengthened the analysis and prediction of market trends, reasonably arranged the decision of receiving orders, to ensure the maximum benefit;Centering on the company's annual target, we predicted the price trend of domestic steel in advance, grasped the opportunity of market periodic shock, increased the strength of receiving orders periodically, adjusted the rhythm of receiving orders timely, controlled the trade risks, and basically realized the maximization of the quantity and benefit of receiving orders.

Based on good market research and judgment, shagang not only maintains its original market share, but also has new markets and new customers every year. In 2016, shagang developed 18 new countries and regions.At present, the export of steel products has been extended to 75 countries and regions in Europe and America, Africa, the Middle East and southeast Asia, with more than 30 major strategic customers.

"In 2017, we will strive to receive orders of 500,000 tons and 550,000 tons per month."Shagang steel trade co. LTD. General manager sun fei said.

We will increase the proportion of high value-added products exported

In 2016, shagang continuously adjusted its product structure and increased the export proportion of high value-added products, which has become a powerful weapon for shagang to shape its brand and image in the international market.

"Last year, we successfully developed a new type of high strength high carbon steel for export to Thailand, and also completed the costa rican standard rebar certification, Columbia standard rebar certification and Russian standard rebar product certification, which further increased the export volume of high value-added rebar and created benefits for the company."Sun fei said.In 2016, shagang exported 3.03 million tons of high value-added products, accounting for 52% of the total export volume.

Sun fei introduced that among wire export products, the export volume of long wood with high efficiency increased greatly, especially the quantity and proportion of medium and high carbon steel, high carbon steel, welding wire, steel cord and other kinds of steel increased, accounting for about 45% of the total export volume of wire."Now, the monthly order quantity of tire ring wire and cord steel exported to Korea is gradually stable at about 1,000 tons."Chris said.

It is understood that in 2016, in terms of rebar, sha steel further increased the United States standard, Korean standard, ma biao rebar export efforts, a total of 1.102 million tons of high value-added rebar exports, accounting for 78% of the total export of rebar.

It is reported that shagang will further optimize and adjust the structure of export products in the future, mainly including ship board, pipeline steel, high carbon wire, cord steel, welding wire steel, Korean standard rebar and other key products export and market maintenance, to improve the export share of existing products;Strengthen the development and export of high-strength strand, welding wire, tire ring, cord wire, aseismic rebar, pipeline steel, weathering steel hot rolled coil, pipeline steel, wind power and steel structure, alloy mold steel, ship board and other products with relatively small competition and high value-added products;We should intensify the development of new markets and users, including the Middle East, Africa, northern Europe and South America, accelerate the certification of export countries, increase the number of export countries and regions, and further increase the export volume.

We will strengthen technical exchanges and raise the level of services

"We visit customers every month to understand their needs so that we can do a better job next."Xu liangqian said.

In order to be closer to customers, shagang has set up a customer management system, established a file for key customers, introduced credit management methods for new customers, further strengthened order tracking, and provided customers with quality delivery services. Meanwhile, it has implemented incentive policies on quantity and variety of steel for long-term stable partners.Through this measure, shagang continuously improve customer stability and loyalty.

In addition, shagang attaches great importance to daily customer reception. For important business negotiations or technical exchange activities, shagang organizes and arranges in advance to meet the needs of customers as much as possible.Respond to customer Suggestions in a timely manner.

"Last year, by visiting customers and expanding the middle and high-end user base, we cooperated with daewoo ocean shipbuilding co., LTD. The monthly order volume was around 3,000 to 4,000 tons, which further created profits."Xu liangqian said.

On February 13 this year, a foreign ship loaded rolling coil at shagang haili dock, exporting 20,000 tons to Spain and Saudi Arabia respectively.The reporter of China metallurgical news noticed that the employees of shagang carried out strict operation standards in the process of product packaging and loading and unloading.

"On near-ocean routes, we consider how to facilitate unloading for our customers;On the ocean route, we focus on how to ensure the safety of cargo and controllable voyage cycle."Xu liangqian said.