The Asia Region: Difference between revisions

==== China ====

When the Appliance Park was inaugurated in Nanjing, China, on March 8, 2006, the then Executive Vice President of BSH, Dr. Robert Kugler, described China as the "… key to the global development of BSH, and (…) a stable and highly promising market."<ref>BSH Corporate Archives, B03-0091, Address by Dr. Robert Kugler Executive Vice President, BSH Bosch and Siemens Hausgeräte GmbH. On the occasion of the inauguration of the Nanjing factory site. Appliance Park, Nanjing, China, March 7, 2006, page 4: "''... key to the global development of BSH, and (...) a stable and highly promising market.''"</ref>

Because the Chinese market was so strictly regulated for foreign companies, BSH decided to make its initial foray in China in the form of a joint venture. Following eleven months of negotiations, BSH and the Chinese Little Swan Co. Ltd inked a joint venture agreement on November 11, 1994 for the manufacture of washing machines in Wuxi, China. In addition to the production plant, a sales service and logistics center was also established. Wuxi Little Swan was one of the leading manufacturers on the Chinese market at this time.<ref>BSH Corporate Archives, A01-0013, Business Report 1995, page 8 and BSH Corporate Archives, A05-0017, inform 04/1994, Jg. 17, page 1.</ref> The joint venture was called BSW Household Appliances Ltd.<ref>BSH Corporate Archives, A05-0018, inform 01/1995 Jg. 18, page 27.</ref> Production was expanded at the end of 1995 to include cookers, cooktops and extractor hoods. Just one year later, BSH succeeded in extending its position on the Chinese market by entering a further joint venture and thus expanded its product portfolio in China to include cooling appliances. BSY Cooling Appl. Ltd. was founded in Chuzhou together with the Yangzi Group. The Siemens cooling appliances had captured a market share of ten percent by the time the year was out, thus also outstripping the local Chinese Yangzi brand.  

A sales company was opened in Nanjing in 1997, which marketed the products of both production plants nationwide. BSH acquired the shares of its Chinese partner in the refrigerator plant in Chuzhou in 2000 and then a few years later acquired full ownership rights to the washing machine factory. A major Appliance Park was established in Nanjing in 2004, which developed into a production location for five sectors.<ref>BSH Corporate Archives, A05-0022, inform 03/1999, Jg. 22, pages 8-9 and BSH Corporate Archives, A05-0023, inform 04/2000, Jg. 23, page 16.</ref>

==== Asia and Oceania ====

Following its successful entry to the Chinese market in 1994, BSH began to further expand its market presence in the Asia region. Locations were established in Hong Kong and Singapore in 1995 and 1996 as ''regional headquarters'' for Asia and the Pacific as a whole<ref>BSH Corporate Archives, B03-0091, Press Release Singapore, December 2, 2006 and BSH Corporate Archives, A05-0018, inform 03/1995, Jg. 18, page 6.</ref> and acted as a basis for establishing further locations in Australia, Indonesia, Malaysia, New Zealand, Taiwan and Thailand. Most of the locations in Asia had been successfully established by 2006. BSH's presence in Asia was also further expanded in the years that followed. At celebrations to mark the 10th anniversary of the Asian headquarters in Singapore, a doubling of revenue growth in the Asian region, excluding China and India, was set out as a corporate goal.<ref>BSH Corporate Archives, B03-0091, Press and Public Relations (external), press clipping, 2006.</ref>

==== India ====