Bulletin 2/2010 - Siempelkamp NIS

SIEMPELKAMP | MACHINERY AND PLANTS
Another advantage especially for the is another. Although China did not remain However, without the right marketing and
Chinese market: “The popular Asian board unaffected by the economic crisis and communication strategy, the 4‘ concept
sizes 4’ x 8’ as well as 4’ x 9’ can be acted hesitantly during the fi rst half of bait would have lacked the necessary
produced directly. Thus, the 4’ ContiRoll 2009, during the fourth quarter China taste. Product placement, image develop-
showed a clearly growing propensity to ment, and media relations follow certain
invest and has continued its way to the rules which have to be known and
top of the large economies of the world. ob served. Each market faces different
The driving forces for this development in-
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clude urbanization and growth potentials
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due to growing incomes and strong
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exports which have made China an
challenges: language barriers, different
market conditions, different laws and
regulations and an unknown consumer
behavior can prevent or delay the placing
attractive market for the wood-based of a product. Therefore, Siempelkamp de-
materials industry. Autor: In ulla feugait, quat dicated num v special attention to the following
question: Which marketing-communica-
These are good conditions for positioning tion concept is suitable to effectively place
an optimal product in a growing market. the product in the market?
®
makes the need for a costly cut-to-size line
obsolete. Last but not least, the overall
concept allows for a high integration
of local content and simplifi es logistics
for the plant operator,” summarizes
Heinz Classen, Management Siempelkamp
Maschinen- und Anlagenbau GmbH &
Co. KG.
The broad spectrum of product ad vantages
is one reason for the success of the 4‘ concept.
The good climate in the local market
Lishui III 4’ ContiRoll ® forming and press line