a clean sweep China asserts itself in the global JanSan market. By: Amanda Martini-Hughes, assistant editor Abroad The JanSan industry is always looking for ways to expand and for new and emerging markets. One such market is China. Stephen Lee, project manager for China Clean, recently explained why JanSan com-panies can make their businesses more lucrative in China. OPPORTUNITIES T The Threat Of Piracy Piracy is undeniable in China. But, denying the access to China doesn’t save companies from piracy. We believe innovation is the best way to fight piracy and rejuvenate a brand. The merits of rejuvenation have been seen in other industries such as PHILIPS, Volkswagen, General Motors, etc. These companies, among others, chose to localize their production and manage-ment to make their brand and pricing more acceptable in China — one of the most important markets in the world. Similar examples can also be found in the cleaning industry. The Asian Market According to ISSA’s statistics, there are about 10,000 suppliers of cleaning products in the world. Among them, multinationals generate annual U.S. dollar revenues in the billions. Two-thirds of these international compa-nies are from developed countries in Europe and America; only five percent run their businesses in China. In stark contrast to this inertia is the rapid growth China’s cleaning industry has achieved. Last year, the average growth rate of China’s cleaning industry was 40 percent, while some players even hit 60 percent. This robust growth is ascribed to China’s economic development as well as big orders from the Olympics and the World Expo, despite the increasing labor cost, as the government pledged to improve worker’s welfare. China is one of the most important manu-facturers in the world, with manufacturing bases scattered along coastal cities. This creates further momentum to the development of China’s cleaning industry, which is expected to maintain a two-digit growth rate in the next 10 years. For many international companies, it is worth an exploration of new markets, rather than be swamped in an existing mature market. China Clean Expo China Clean Expo (CCE) had its debut in 2002 and grew with China’s cleaning industry. After years of development, CCE has become the biggest cleaning show in Asia. Together with a dozen of key industry leaders, CCE pioneered in establishing the China Clean Alliance, which aims to broad-cast cleaning concepts to the public. Since 2007, CCE has been co-sponsored with Hotelex, Asia’s biggest show for the hospitality industry, and Expo Build, the most comprehensive building show in China. This co-sponsorship brings to CCE’s exhibitors more professional visitors from different industries. CCE is also supported by EUnited, Afidamp, VDMA and other governmental bodies and trade associations. Stephen Lee promotes China’s growing cleaning industry with the 2012 China Clean Expo. The 2012 Theme The theme of CCE 2012 is “Green Cleaning, Healthier Living.” The theme covers all needs for home and personal care, commercial cleaning, indus-trial cleaning, public and municipal cleaning, indoor environment quality, water purifica-tion, laundry and property management. There will be a grand celebration for CCE’s 10th anniversary along with the pre-sentation of CCE’s innovation awards. The exhibition area will be doubled to 25,000 square meters, and an expected number of more than 15,000 professional visitors will witness how this great event sets the trends of the industry. China’s cleaning industry has a history of over 10 years and is moving on to the next decade. Chinese end users have accepted advanced cleaning machines and chemi-cals; however, they are not aware of the importance of green cleaning, which has long been widely accepted in Europe and America. Therefore, the focus for the next 10 years will be on green cleaning. CM 48 CM/Cleaning & Maintenance Management ® • December 2011
CMM – Archives Dec 2011: 48
