In 1885, BASF established an organization in Shanghai to boost the sales of its products, especially aniline dyes. But this business model had to be adapted to the Chinese market: While French, British, North American and German textile processors needed large batches of BASF dyes, the users in agrarian China were more likely to buy in small volumes. Getting the merchandise from Ludwigshafen to low-volume consumers in remote and hard-to-reach places, was quite laborious. Yet, by 1913, China represented 14% of the global sales of BASF.
In his thought-provoking presentation on over a century of his firm's involvement in China, BASF China Chief Representative and EU Chamber of Commerce in China President Joerg Wuttke relies on first-hand research, an intimate knowledge of the past and present of the Chinese market and a breath-taking collection of contemporary photographs, marketing materials and documents.
About the Speaker
Jörg Wuttke is Vice President and Chief Representative of BASF China, based in Beijing. Since joining BASF in 1997, Mr. Wuttke has been responsible for helping guide the company's investment strategies for China, negotiation of large projects and government relations. He is the president of the European Union Chamber of Commerce in China. He is vice chairman of the CPCIF International Cooperation Committee, a group representing multinational companies in China's chemical association, and member of the Advisory Board of the Mercator Institute for China Studies in Berlin. He is also one of four Advisory Group members of RAS Beijing since 2013.