The Swiss Jura elektroapparate AG grows in China annually by 25 to 30 percent and the Swiss Jura elektroapparate AG is located on international growth Shanghai (4 September 2008) is Chinese leader for household coffee machines. Since the market launch in 2000, law every year has reached growth rates between 25 and 30 percent. This year, in the land of tea, the company will sell more than 2,000 coffee machines. A strong presence in China for us is of particular importance, because the Asian market has a huge potential”, reported Yoshiko Iwata, who is responsible for law as area manager for China. Jura is aware of consumer trends in China: while the most populous country in the world has a rich tradition of tea but it discovered the coffee.
Jura has successfully overcome all the difficulties of the market entry and achieved a market share of 28 percent”, Nicolas Musy accounted for. The native Fribourg (CH) living in China for more than 20 years and supported with his company CH-ina”European companies on the way to the far East such as Jura. Obstacles overcome a successful market entry in China is something that by far not everyone succeeds. “Musy: the first steps are the most difficult: you must overcome bureaucratic hurdles, know the mentality, define the perfect one China policy and also put them into practice.” Finally, the market offers different opportunities and difficulties as the European: that relates to the personnel management as well as the search for suppliers or the customer contact. “These were the main reasons that the market carefully and in detail must be scheduled Iwata agrees: A Foundation for success is also the collaboration with professionals who know the Chinese market inside and out.” Ambitious goals In the 2007 fiscal year law could increase sales on international markets compared to the previous year by 20 percent to 206 million euros. This year, the total sales by 13 percent to 269 million euros is to be increased. Also in “China is the innovation leader for household coffee machines ambitious objectives: by 2010 we want to expand its market share to more than 35 percent and sell annually more than 5,000 devices”, Iwata explains.
About CH-ina (Shanghai) co., Ltd.: CH-ina offers fully comprehensive corporate set ups as well as M & A and management support for European businesses in China. The strategic consulting company with Swiss roots looks back on 20 years of experience in the Chinese market. The expert team of CH-ina has published two comprehensive studies: the China Guide “behind the China Kaleidoscope” and the follow-up book “the China human resources paradox”.