'Hidden champions' get expo exposure

The China International Import Expo has created opportunities for many “hidden champions” in the business-to-business sector to gain precious exposure.

Blum, a leading manufacturer of furniture fittings, was among the 15 companies in the Austrian delegation at the event.

“We feel honored to take part in this very impressive event, which is a big success if you look at how many companies from different industries are here,” said Dietmar Rathbauer, general manager of Blum Furniture Hardware (Shanghai) Co Ltd.

“Although most of our clients are big furniture companies, we hope to get direct interaction with consumers when recommendations among people become more and more relevant for our sales nowadays,” Rathbauer said. "And this exhibition serves as a great platform for people to meet." 

Most of the companies in the Austrian delegation are only known in their specialized sectors. But they are the “hidden champions” that dominate the market with unique products. 

Blum, for example, makes fittings that can work for 20 years or more and are designed especially for tight spaces where efficiency is important. The company has global sales of more than US$2 billion, of which about a 10th comes from China.

The growing middle-class in China and rapid urbanization makes Blum very positive about its business outlook in the country, and the import expo, which sends out a clear signal that China embraces free trade, reinforces its confidence, Rathbauer said.