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Expansion in Europa

Connecting a World in Motion

The number of economic ties and cooperation agreements entered into all round the world has increased enormously over the past few years. Western companies have been investing in China for a long time, and more and more Chinese companies are now investing enormous sums in Europe, too. Essentially, these decisions are focused on the demands and expectations of the customers in the different markets. And the factor of customer proximity, in particular, plays a crucial role.



Donghua Industries Europe GmbH office in Leverkusen, Germany, is located immediately next to the motorway junction

It was therefore a totally logical decision for Hangzhou Donghua Chain Group Co. Ltd – one of the world’s largest chain manufacturers – to take independent steps to move into Europe and in the meantime into the USA, too. By making this massive investment, Donghua is smoothing the path for a direct and close partnership with its customers and consequently for long-term, joint success with them. The company’s successful participation at the Hanover Fair in April and the feedback received from a great many customers has confirmed to Donghua that this is a good time to take this important step.

Further Expansion in Europe

The logistics centre boasts large warehousing capacities and qualified specialist staff with many years of experience

Donghua Europe now has 2 logistics centres with more than 5,000 m2 of warehouse space in Germany and the Netherlands. These logistics centres are equipped with the very latest test equipment, assembly facilities and possibilities for applying special lubricants. In addition to a high level of availability, these centres also offer well-founded know-how and great support in everything relating to engineering and logistical matters. The company’s strategy of customer proximity has also been clearly demonstrated by the rapid expansion of its own sales network in Europe. It already has sales organisations in Germany, the UK, Benelux, France, Italy, Austria, Switzerland, Scandinavia, Hungary, Slovenia, Slovakia and the Czech Republic. Since April this year, Donghua also has a logistics centre including warehousing in the USA. This is especially important for customers who are global players and require guaranteed supplies.

Long-term partnerships

Long-term partnerships are an integral part of Donghua’s company philosophy. Unlike many of their Western counterparts, Chinese companies plan for the long term. Their strategy is not influenced by short-term events, but it is reliable. Partnerships form a foundation for all further activities and ultimately for success.

A variety of worldwide leading original equipment manufacturers already relies on the quality of Donghua products for their serial production. As well as competitive, high quality products, Donghua also offers its partners comprehensive engineering with over 400 engineers for the new development and optimisation of products. Advanced logistical processes with years of successful application thereby guarantee the reliable provision of serial productions for customers.



Incoming and outgoing goods inspections on all products guarantee reliable delivery service

In addition to supplying original equipment, a key element of Donghua’s efforts to develop its markets is to foster long-term partnerships with strong dealers, combined with a clear sales concept. The trade is the driving force when it comes to establishing a brand in the marketplace and providing a mass of customers with expert and competent support. One major advantage for the trade is that Donghua offers what is without doubt the largest product range around. Donghua’s plants now manufacture roller chains, conveyor chains, leaf chains, gears and sprockets to more than 10,000 different specifications.

Quality & Innovation – a fundamental corporate philosophy

Looking back over the past decades, Donghua sees its success as being founded in the clear focus of its corporate philosophy on quality, continuous development and innovation. By adopting and following this philosophy, the company has fundamentally differentiated itself from all other competitors in China and leads the way enjoying a clear competitive advantage. And Donghua intends to follow this path rigidly in future, too. Another new chain factory boasting state-of-the-art technology is currently under construction close to the company’s headquarters, where production of all Donghua’s special chains will begin in November 2009.