Schuco targets eco-conscious market

By Fu Chao | China Daily | Updated: 2014-11-29 08:18

Window, door, fa?ade system supplier offers 'German quality' localized solutions, Fu Chao reports.

Schco, a German company that provides system solutions for windows, doors and faades, is rolling out new products and services for the Chinese market, which is becoming more environmentally aware, said Andreas Engelhardt, managing partner and CEO of Schco International KG.

Engelhardt visited China earlier this month during Fenestration China 2014, an international expo for windows, doors, skylights and curtain wall technology in Beijing.

"I have visited China many times during the past 10 years. During these trips, I can see that the country is growing economically and the public concern for environmental issues is also rising," said Engelhardt.

Individual consumers may now pay attention to the quality and energy-efficiency issues involved in doors and windows, said the CEO.

He said individual awareness for every specific aspect was very important as China is on the way to a sustainable future and faces a lot of challenges including resource shortages.

"What Schco can offer is a whole set of solutions that caters to these challenges. And our products also fulfill people's demand for comfort and security," he said.

Engelhardt said that he is grateful and happy that the Chinese government is open to foreign technology and products and is willing to release policies to support development in these areas.

Energy-efficient solutions

"To provide customers with a solution package covering all the concerns for environment, product quality and security, is in Schco's DNA," said Engelhardt.

Since it first entered the Chinese market in 1999, Schco has presented the country with cutting-edge technologies, customized and localized systems, green building concepts and expertise in the construction industry.

The cutting-edge solutions and technologies make it possible for private home-owners as well as architects and developers to improve energy efficiency in different weather to save costs and improve sustainability performance.

Schco rolled out its latest products and services at Fenestration China 2014. These included a consulting service package for key building projects, the new-generation fitting technology - SimplySmart, the ASS 77 PD Sliding System and the LightSkin LED lighting system.

At next year's BAU Congress, an international trade fair for architecture, materials and systems, Schco also plans to present some of its latest technologies.

Engelhardt said that before introducing these technologies to China, the company put a lot of effort in to localize them.

He noted that one of the company's production modes was to bring the best machinery to Schco's partners in China. The production process is guided and supervised by the company and "German quality" is guaranteed.

Engelhardt added that Chinese customers were more willing to accept cutting-edge technologies than most countries.

"They really show great interest in new technology and quality," he said.

China as a key market

Engelhardt joined Schco two years ago and during his time with the company he has made two major decisions. One was to make supplying windows, doors and faades the firm's main business again. The other was to focus on expansion to emerging markets outside Europe.

"China has always been a crucial market for Schco, second only to Germany. We hope we can contribute to the country's rapid development with some intelligent and sustainable guides," said Engelhardt.

Schco China's executive team was granted decision-making rights and receives support, both in "hardware" and "software", from the corporate headquarters.

"We totally trust our executive team in China and we have been working on new product development specifically for the Chinese market based on their decisions," Engelhardt said.

After 15 years in China, Schco has its China headquarters in Shanghai, north sales hub in Beijing, south sales hub in Shenzhen and central sales hub in Chengdu. The company also has 13 other sales representatives and offices across the Chinese mainland and Taiwan.

"To date, some 80 percent of sales revenue has come from first-tier cities for there is always a lot of demand. We will head for second- and third-tier cities if it is what our Chinese team, retailers and developers decide to do," said Engelhardt.

He noted that next year Schco plans to set up an office in Hong Kong.

"We are gradually filling in the blanks for our Greater China strategy and we have sales representatives and highly skilled engineers there. We are doing this because we want to be closer to our customers and to offer them Chinese solutions of 'German quality'," said Engelhardt.

Schuco targets eco-conscious market

Schco at Fenestration 2014: Schco's German experts present and share the most innovative technologies with visitors. Photos Provided to China Daily

Schuco targets eco-conscious market