New opportunities and challenges: Schüco shifts to the 'new retail' approach

An exclusive interview with Torsten Dietze, executive director, Schüco Greater China

This year kicked off with the outbreak of novel coronavirus, and so far China and the world at large have been impacted to varying degrees. Fortunately, in the early stage of the pandemic, the Chinese people were immediately united as one to prevent COVID-19 from spreading. As a result, students are now back at schools, people have gone back to their offices, and factories have restarted operations. For Schüco China, 2020 also marked a new journey. In March, Torsten Dietze was appointed executive director of Schüco Greater China, taking full responsibility for its business practices and management. This is a milestone for Schüco China, and has drawn a lot of attention from people in the industry.

Focus on local presence and seek new opportunities

China's real estate and construction industries continue to grow, leading to increasing demands for windows, doors, facades, and profiles. The real estate market, for example, imposes more requirements on individualization and customization, as well as renovation of supporting facilities. In addition, sustainability drives green buildings. As a global leader in energy-efficient building façades, Schüco has been deeply involved in the Chinese market for more than two decades. Not only has it achieved outstanding results in product research and development, but it has also strengthened its local presence to better serve local users.

"At Schüco we've gained a strong footprint in the upstream supply chain. We've also developed innovative products in response to the actual needs of local customers," Dietze said.

Schüco has amassed nearly 70 years of experience in R&D and sales of windows, doors and facades, and developed unique advantages in combining product design with craftsmanship. To further expand market footprint and better serve local customers, Schüco tends to understand customers' needs for products from the perspective of end users. And for procurement and supply, Schüco actively builds up on the powerful design and production capabilities in China to provide one-stop services and add value to local procurement.