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Ammeraal Beltech to cut out the ‘middle man’ to drive China growth

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By Jenny Eagle+

Last updated on 03-Jul-2014 at 15:11 GMT

Ammeraal Beltech conveyor belts China

Ammeraal Beltech says it has opened a factory in China to establish its own manufacturing and service set-up, staffed by its own employees rather than rely on third party distributors as part of a revised business plan.

The conveyor belt and accessories manufacturer, which is based in the Netherlands has taken 20,000m² of land in the Fenhu Economic and Technical Development Zone, Jiangsu province to serve China, the Asia Pacific and the Americas. 

Joint-venture approach

Marc Maisonneuve, head of external communications, Ammeraal Beltech, told FoodProductionDaily, the company has set itself a growth strategy.

In the past, our operations in China have been dependent on a joint-venture approach. In our revised business plan we will grow our business by establishing our own fully-owned manufacturing and service set-up, staffed by Ammeraal Beltech employees,” he said.

This way, we will be able to bring our sales strategy to the forefront, based on providing industry belting expertise with our recognised local sales and service characteristics.”  

Maisonneuve added over the coming months, the company will strengthen its ‘one-stop belt shop’ commercial concept.

Core markets

Traditionally stronger in Europe and North America, we plan to grow and show more ambition in emerging markets  as, indeed, many of our customers have done,” he said.

Our core markets are not just food and beverage, but automotive, electronics, textiles, wood, tobacco, paper and print and the world’s fast-growing economies focus on all these industries.

Wherever there is manufacturing industry, we support the logistics function. Airports are a good example here.” 

He added having a local manufacturing facility will improve the firm’s position not just in China, but in the Asia Pacific region as a whole.  

The factory’s location in China’s Fenhu Economic and Technical Development Zone, near Shanghai, gives us access to excellent transport connections, both international and domestic,” he said.

Jiangsu province is located in the central area of China’s coastal regions and the Yangtze River Delta.

It has favourable geographic conditions within Shanghai’s economic circle and the Shanghai-Jiangsu-Zhejiang expressway and the G318 National Highway stretch over the development zone.

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