22 FLUX 03
lux
Service in China:
THE HUMAN
FACTOR
When the first German extruder
manufacturers started their
business in China, they installed
feeders from Brabender Technologie.
The service remained in their hands,
and since then technicians have often
travelled East to operate, maintain
facilities, and to train workers on-site.
The cultivation of personal networks
plays an important role in the
Chinese business world. Anyone
who has ever had anything to do with
business in the People’s Republic will
recognise the importance of: First
pleasure, then business, and they
would know: Guanxi. This word with
many complex meanings is used to
describe how personal public rela-
tions are formed, and why they are
important, amongst other things.
Because in China, business is solely
carried out on an interpersonal level.
Contracts and agreements are clas-
sified as a common thread, enabling
the involved parties to often deviate.
There is no questioning the fact that China is a special and exciting market.
When sales began in Asia approximately 35 years ago, Brabender Technologie
had already initiated business with Chinese clients, and one thing quickly
became clear: The potential for Brabender Technologie’s special technology
is enormous.
Thus Guanxi is somewhat challenging
for foreigners. Similarly, so are the
favours linked to Guanxi, relying on
give and take in the long term.
The early years
During the 80’s, the first service techni-
cians lay the foundation for good Guanxi
for Brabender Technologie in China.
Over the years they were able to win
over the Chinese clients as partners for
a long term collaboration with expertise
and experience – a partnership that still
exists today. Antonio Seising, sales
manager for Asia-Pacific can confirm
this: “Chinese clients expect a lot, not
just from the product, but also from the
service. They want to be wooed in such
a way that is barely understandable to
Europeans. Our success here is due
to the fact that we have long-term em-
ployees both in China and Germany.”
Around-the-clock service
The benchmark of expectations for
technical support is conceivably
high: Production facilities must run
seamlessly 24 / 7 for 365 days a year.
As a first step, in 1997 Brabender
Technologie – at that time still KG –
established a representative office in
Beijing. At that time there was one
employee, who spoke both English
and Chinese, and was in charge of con-
tinually ensuring spoken and cultural
communication with Chinese clients.
In 2005 followed the establishment of
Brabender Technology (Beijing) Co.,
Ltd., which was at the same time a
requirement and the go-ahead for
independent transactions in China.
Status quo
How great this decision was is visible
today, approximately ten years later: In
the meantime, Brabender Technology
(Beijing) Co., Lts. provided the entire
Chinese market with sales, service,
replacement parts and separate parts
production. At the Beijing site there
are 17 employees. Four of these were
trained by the technical support in