At the Shanghai New International Exhibition Center and the newly opened Shanghai World Expo Exhibition Hall, China International Polyurethane Expo, China International Composites Exhibition, Asia Pacific Plastics and Rubber Exhibition and China International Engineering Plastics Exhibition, 4 new material exhibitions plus 70,000 square meters The meters of China International Leather Exhibition, focused on one place at the same time, which is rare in the history of domestic exhibitions. In addition to the large scale, large number of exhibitors, and popularity, the "high extroversion" is also a big bright spot. Hundreds of world-renowned chemical companies have participated in the show. Many of them have appeared in large-scale hardcover booths. Product launches and technical lectures are also held. Many professional visitors expressed their emotions that "the foreign exhibition has moved to the country." Why is the enthusiasm of multinational companies for China's new material industry so high? What is the strategy for foreign companies to “grab” the Chinese market and what impact will it have on promoting the development of new domestic materials? The reporter visited several multinational giants at the exhibition.

Strategy: The development of new materials in emerging growth countries is one of the most promising industries in the new century, and it is also one of the key areas for international technology and industry competition today. In the past 10 years, the average annual growth rate of China's new materials industry has reached 22.5%, which together with information and new energy constitutes a troika of the Chinese high-tech industry. At the beginning of this year, China added "new materials" to the strategic emerging industries that the country focused on developing during the "Twelfth Five-Year Plan." In the face of economic difficulties in Europe and the United States, multinational corporations have shifted their strategic focus to the Asia-Pacific region, especially emerging countries such as China, and are optimistic about and focus on the new materials market that has grown rapidly.

Wynn, the global president of BASF Polyurethanes, who was newly appointed, said: “Under the general trend of increasing urbanization, mobility and living standards, polyurethanes continue to maintain a strong growth momentum compared to other materials. Now the United States Each person will use about 1 kilogram of polyurethane insulation each year. If Asia also reaches this level, the potential market will be more than four times that of today. BASF Polyurethanes is constantly striving for long-term profitable growth in the best condition.”

Zhang Baochang, vice president of Ashland High Performance Materials Asia Pacific, told reporters that in recent years, the growth of global demand for new materials is all in Asia, especially in China. The demand for high-performance materials in many fields is increasing. Ashland’s business in China has grown by leaps and bounds. The proportion of China’s business to its global total has increased from 3% five years ago to 8% in 2010. The company has set a target of 25% for the next five years.

A product manager at the PPG booth stated that the company’s strategy is to develop new and growing regions and markets, and will invest a lot of resources to help it grow.

Investment: Forming the following “promoting” industrial chain The chemical new materials are mostly polymer materials, and the development characteristics are “upstream to downstream, downstream to promote upstream” through the final product in energy, transportation, construction, infrastructure, sporting goods and life, etc. The extensive application of the field amplifies the upstream raw material production capacity and promotes product upgrades. For this reason, a group of the first multinational companies that entered China successfully invested upstream to increase their investment after the successful investment.

Bayer MaterialScience has built its largest integrated base overseas in Shanghai through 10 years of "rolling development." Hu Zuoqian, head of the polyurethane business department of Bayer MaterialScience, said: "As a leader in polyurethane, we are actively involved in the development and application of downstream products, focusing on customized production and deep processing, and we will build a system material factory in Yanzhou; we will not only increase the supply of raw materials. It will also promote the formation of value throughout the entire industrial value chain.”

It is precisely because China has seen the world's largest wind power market, automotive market, home appliance market, and energy-saving emission reduction, environmental protection and new materials, the huge demand for foreign companies decisive additional investment. DSM announced in February this year that its joint venture company Jinling DSM Resins has invested 500 million yuan to build a new world-class composite high-end resin factory in Nanjing and put into operation in 2012.