Investment Special: German state launches Shanghai charm offensive

09:26, November 26, 2009      

Email | Print | Subscribe | Comments | Forum 

As part of his trip to China, Jrgen Rttgers, minister-president of North Rhine-Westphalia (NRW), Germany most-economically powerful state, presented a destination marketing campaign on behalf of his home region. The presentation took place in Shanghai on November 19.

Using "We love the new..." as its positioning statement, the campaign aims to convince investors of the advantages of North Rhine-Westphalia's as a business location. Rttgers said: "North Rhine-Westphalia is situated at the very heart of Europe. With 18 million people, our innovative strengths, creative environment and high quality of life all serve to distinguish us as a business location."

The focus of the campaign has been to introduce North Rhine-Westphalia through two new advertisements, developed specifically for the Chinese market. The first features Werner Wenning, chairman of the management board of Bayer AG, based in Leverkusen in North Rhine-Wesphalia. In 1899, Bayer invented the Aspirin, the world's most popular painkiller.

The second execution features Timo Boll, a professional table tennis player for the Borussia Dsseldorf team. Boll also traveled to Shanghai as an ambassador for the region. Whilst visiting the Shanghai World Financial Center, Boll competed in a table tennis match against students from Shanghai's Tongji University and exchange students from Germany's Ruhr University Bochum.

The State-owned economic development agency, NRW.INVEST, is to market North Rhine-Westphalia as an investment location and is looking to secure foreign direct investment from Shanghai. The services offered by NRW.INVEST range from comprehensive information about the region as an investment location to tips regarding tax and legal aspects on the state's economic structure and sectoral clusters. It is looking to work closely with Chinese businesses interested in settling in the federal state and also to accompany them on trade missions to the state.

In recent years, North Rhine-Westphalia has become one of the preferred investment locations in Europe for Chinese businesses. More than 600 Chinese companies, including several well known businesses, such as Evoc, Feida Tools, Genertec, Huawei, Lifan Europe, Midea, Minmetals, Sany and ZTE, have already established a presence in NRW.

China is now one of North Rhine-Westphalia's main economic partners. On the list of the most important export nations for NRW, China ranks at number nine, making it the federal state's most significant trade partner in Asia.

"In 2008, the number of Chinese businesses in NRW increased by 30 percent in comparison to the previous year, which is also six times the number in the region in 2003," according to Petra Wassner, CEO of NRW.INVEST.

Source: China Daily
  • Do you have anything to say?
Special Coverage
Major headlines
Editor's Pick
Most Popular
Hot Forum Dicussion