“Absolute Growth Market”


Courtesy of Aerzener Maschinenfabrik GmbH

The Asia-Pacific region plays an important role for AERZEN

When it took over Azon Engineering, AERZEN started its commitment to the Asia Pacific region. Soon afterwards, Aerzen Asia and Aerzen China were founded, then Aerzen India (2006/07) and Aerzen Australia (2011) followed, as well as sales offices in Thailand, Taiwan and Vietnam. The customers mainly come from the petrochemical, chemical, cement and steel industries, as well as the mechanical engineering industry. “Asia Pacific, with the main drivers China and India, is an absolute growth market for our company”, emphasises CEO Klaus-Hasso Heller.

The head office of Aerzen China in Shanghai, inaugurated on 13th October, shows how important the Asia Pacific market is for AERZEN. A new building was constructed with spacious production, office and social facilities. 150 guests came to the official opening, among them customers, suppliers, government representatives and colleagues from Aerzen China and from Germany. “Our guests were impressed by the quality of the building”, says Klaus-Hasso Heller, who planted four trees together with Managing Director Bernd Wöhlken, Chuck Lim (Managing Director Asia Pacific) and Sam Hoo (Managing Director Aerzen China) on the occasion of the inauguration.

The new location of Aerzen China offers enough space for further expansions and is therefore a strong basis for dynamic development in the entire region. Growth potential include, for example, our applications in waste water treatment, as in populous Asia a tremendous amount of waste water must be purified. “We are already now the first choice concerning many applications. But in order to continue to develop the market, an even more sustainable strategy is necessary. We want to explain to our customers that we do not only offer excellent products, but also provide comprehensive solutions”, says Chuck Lim.

A special challenge for AERZEN is the competitive situation in the Asia Pacific region. Particularly in China, there are numerous cost-attractive product providers, but they have considerably lower product quality than AERZEN: “We therefore have to manufacture our products more cost-effectively without losing any quality - as quality is, and will remain, the backbone of the AERZEN brand”, underlines Stephan Brand, Manager Marketing International. “It is important to explain to customers in the Asia Pacific region”, says Klaus-Hasso Heller,”that investments in AERZEN products pay off after a short time thanks to our energy-efficient solutions.”

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