US Global Tech Firm Targets China Growth

Celanese, a US-based global technology and specialty materials company, is hoping to enhance its innovation to provide products with better value and core-competency to its Chinese clients.

"As a solution provider, our primary focus is to work closely with our customers, and help them translate their needs and desires into what our materials can help them provide," said Mark W. Oberle, senior vice-president of Celanese Corp.

He said the company, one of the world's largest producers of acetyl products, has expertise in process chemistry, and for solutions that involve alternative materials, new materials and other materials for customers.

Celanese recently launched its unified new brand strategy, hoping to integrate all its technology, solutions and resources under the tagline: The chemistry inside innovation.

"This phrase, on the one hand, describes the very physical definition of chemistry, in which what we do is a very technically-oriented process, but it also involves the notion of chemistry between people. While our materials are very technical, the true differentiation lies in how our people interact with customers," he added.

Looking ahead, Oberle said the company sees more opportunities arising from customers or applications-specific areas in China.

"Finding specific solutions for customers' needs, that's where we believe growth will most occur in China. This requires a very different mindset to focus more on providing value-added and technological services to customers."

The company, which started its business in China in the 1960s, launched its integrated chemical facility in Nanjing, Jiangsu Province in 2007. It also opened a business technology center in Shanghai in 2011, integrating its Asian businesses with customers application and research and development centers to better serve its customers.

Celanese currently employs about 7,600 people worldwide, with its 2012 sales volume reaching US$6.4 billion.