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08. 11. 09. - 14:00

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08. 11. 09. - 14:00

Green Heart of Austria Goes to China

By Austrian Times special correspondent John Morris

Austrian companies from Styria, the Green Heart of Austria, travelled on a trade mission to China the last two weeks visiting Hong Zhou, Shanghai, Tianjin and Beijing to stimulate the region’s economy following the deepest recession since the 1930s.

Raiffeisen Zentral Bank general manager for China, Andreas Werner, emphasized the opportunities awaiting Austrian businesses in China - pointing out that currently China enjoys 8% economic growth and predictions for China of 8.7% economic growth for 2010 are being forecast by the World Bank. This provides a first class opportunity for Austrian companies in the Chinese market. The Raiffeisen Bank is itself a major Austrian success story in China gaining the status of first and only Austrian bank to be granted an operating license in the People’s Republic of China.

Led by Dr Christian Buchmann, Minister for Economy, Innovation and Finance of the Styrian Provincial Government, the delegation of around 40 Styrian companies were positioning themselves for a piece of the economic pie. The high powered industrialists were distinguished guests at the official opening of the Energy and Environment Museum at the Industry Park at Hangzhou, China on 1st November 2009.

The Industry Park boasts a 100% solar powered energy source with smart buildings and energy conservation the main focus. In a speech, Buchmann presenting the Styrian companies, referred to the 3 “I”s of Styria, ”Industry, Innovation, and Inspiration”.  The Styrians were warmly welcomed by the Chinese authorities seeking to improve their technological competence. 

Organizing the Trade Mission in Styria was ICS (Internationalization Centre of Styria), which is a joint venture between the Austrian Economic Chamber (WKÖ), Styrian Government and private industry. CEO of ICS Dr Karl Heinz Dernoscheg presented the strengths of Styria to an attentive Chinese audience, “Styria is a highly industrialized, innovative and modern province in Austria offering 5 Universities, international research institutes and is the Austrian province with the highest technological competence.

"We have a traditional automotive industrial base supplying the car industry worldwide and we produce famous brands such as BMW, Aston Martin and VW in Graz. Styria leads with environmental technology and machine construction and provides leading edge pharmaceutical technology helping to raise health care provision.

"As a province with much agricultural land, wood from our forests plays an exciting role. Paper, wooden construction materials and innovative energy supplies from timber harvested in Styria are just some of the products. We have moved on from the traditional iron ore mines at Erzberg and now supply the aircraft and rocket industries with much needed high tech won from years of experience. Styria is also highly creative and the aesthetic design is shining through with excellent industrial design and architecture on offer. We also pride ourselves that we are designing “Green Buildings” and “Smart Buildings” with environmentally friendly integrated systems.” These qualities are exactly what the Chinese need explained representatives of the Chinese government in Hong Zhou. This message was repeated in Shanghai, Tianjin and Beijing."

Graz company AVL is already leading the Styrian pack in China. AVL has a strong connection in Shanghai as its founder Dr Hans List formed the company back in 1948 and taught in Shanghai as a university professor. AVL produces engines and machines and the Styrian company’s name is as famous as Arnold Schwarzenegger behind the scenes in the car industry around the World. Indeed it’s the World’s number one producer of testing machines for power trains and is already providing China with much needed high tech machines and wishes to place its new products on the Chinese market.

Representing the automotive companies in Styria on the China mission was the Automotive Cluster Region Styria, headed by the well informed Dr Karl Pansy. “Styria is playing a leading role with automotive solutions and we are keen to establish links assisting the Chinese with the emergence of green mobility solutions and our automotive cluster offers a tremendous range of innovative ideas”.

The Chinese are excited about the Styrian connection as they expressed distinct needs for solutions for their future transport needs and desire to collaborate with the Styrian companies such as eXess Engineering which offers an ingenious aluminium mesh which is implanted in fuel tanks which prevents explosions on impact. Exess engineering has already caught the eye of the US military and Chinese interest has been awakened. Exess’s innovative ideas will save lives in combat situations as well as preventing catastrophes with exploding fuel tanks in automobile accidents.  In the retail sector, Austrian company SPAR also recorded success as a result of the Styrian mission to China. CEO Erwin Schmuck reported a lucrative collaboration contract with the Chinese during the Beijing part of the mission. SPAR offers great know-how in the food retail business which is just what China needs as it transforms to a consumer society.

Summing up the successful trade mission, Dr Buchmann praised the two Austrian Trade Commissioners in China, Raymund Gradt in Shanghai and Dr. Oskar Andesner in Beijing and their teams for their élan and facilitation of the successful Styrian trade mission. He also praised ICS support staff, Daniela Guss and Karin Hoelbling who worked tirelessly in the background for ICS facilitating the Styrian mission and positioning the companies optimally in China. The Chinese are embracing the quality offered by the Green Heart of Austria and its looking encouraging for the follow up to the Styrian trade mission to China. Its now up to the Styrian companies to continue negotiations and reach contracts with the Chinese who are very open and willing to learn.

Feedback or comments to: John.morris@austriantimes.at

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