eidelbergCement which has it's headquarters in Germany, is a very large cement and building materials producer with a history of 140 years. HeidelbergCement is the global market leader in aggregates and a prominent player in the fields of cement, concrete and other downstream activities, making it one of the world's largest manufacturers of building materials. Since the 1990s, a series of investments and acquisitions have accelerated its internationalization. It's acquisition of Hanson plc in August 2007 (a very significant acquisition in that industry) had further strengthened its market position and has allowed HeidelbergCement to become a leading producer of aggregates. Currently, HeidelbergCement's branches are established in more than 50 countries and regions, mostly in emerging markets with large potential growth. It is also important to note that the Chinese market is a crucial market for its internationalization progress.
Line-distribution in China: The Newcomer
Since the establishment of the "opening up and reform policy" China has made impressive economic and social strides. It is apparent that China has comprehensively integrated into the world economy and has growing international status. With it's dramatic economic development, Chinese government has been vigorously develop its infrastructure construction such as roads, airports, ports, bridges, water conservancy projects and communications, which created a substantial potential market for any international cement company. As one of the top five cement producers in the world, HeidelbergCement did not want to miss that opportunity.
In 1995, HeidelbergCement entered the China market by entering into an agreement with Guangdong Yuexiu Cement on cement and ready-mixed concrete, which is its first investment project in China. However, since the 1980s, many foreign companies have profited from the China market, such as Dalian Onoda Cement, Yadong Cement, Shandong Daewoo Cement, Yantai Mitsubishi and etc. Compared to those foreign-funded enterprises, HeidelbergCement is a newcomer without a preemptive advantage; on the other hand, HeidelbergCement is far behind the largest cement producer Lafarge in terms of expansion in China. Facing fierce competition, rapid expansion is necessary to acquire a larger market share and thus further development. However, in ensuing ten years since the cooperation, HeidelbergCement has kept its plans on the backburner and has been waiting for the appropriate time since a building and construction boom has long been expected.
In Chinese cement industry, it is clear that the market in the east and south (being developed regions) is saturated, and in the western provinces there are still untapped market opportunities. Few domestic and foreign groups have established production lines in the western areas except for Jidong Cement. It can therefore be concluded from the current situation of Chinese cement industry, that the west China market is a place of strategic importance for the whole cement industry, and that area is also the focus for HeidelbergCement's expansion within China. In 2005, HeidelbergCement announced equal-equity cooperation with Jidong Cement, and two cement companies were founded in Shaanxi province: Jidong Heidelberg (Fufeng) Cement Co. Ltd. (10000 t/d) and Jidong Heidelberg (Jingyang) Cement Co. Ltd. (10000 t/d) with an annual production capacity of nine million tons. Thus HeidelbergCement has gained a valuable position in western China by its strategic cooperation.
A corporation culture "Trust and Fairness"
As a foreign company, HeidelbergCement has faced many cultural issues, and "Trust and Fairness" is the basis of its strategy and culture. Its cooperation with Jidong Cement is actually more than a strategic plan, efforts and plans are made for smooth cooperation and integration since HeidelbergCement and Jidong have similar corporate cultures and backgrounds. For those reasons, a trusting relationship has been established between the two enterprises.
HeidelbergCement insists on a localized management strategy by hiring native talents. All new employees are required to take training programs to ensure a comprehensive understanding of rules, cultures and duties. The COO (Chief Operating Officer) of HeidelbergCement China, Mr. Ludek Bogdan, was recently interviewed by a journalist from "China Cement Net", where he said that "it surprises me that Chinese staff were ready for changes when business commenced The employees are not against foreign cultures; in addition, they are willing to learn different things, and it's wonderful. The situation is unavailable in Europe." Once the employees intend to change a position or study abroad after entry, they can make an application then the information would be recorded into the "talent pool". Based on fair competition, the company would satisfy the candidates as far as possible once there is an opportunity.
Certainly, inherent contradiction is inevitable, but the point is: how to solve such problems. In practice the managers of HeidelbergCement searches for the best solutions by open and inclusive communication and balancing the interests of various parties. Mr. Bogdan said that the door of his office is always open to his staff and that anyone can come to him immediately when there are problems, and that he would make every effort to help them. It is that cultural atmosphere based upon "Trust and Fairness" that has helped HeidelbergCement to gain trust from partners, staff and customers.
Energy conservation and environmental protection for a bright future
HeidelbergCement as a company is committed to sustainable development and in China the company adheres to its social responsibilities regarding energy conservation and the protection of the environment.
In energy conservation, Jidong Heidelberg (Fufeng) Cement Co. Ltd. has adopted low-temperature waste heat power generation technology as well as other new environmental-protection and energy-saving equipments and technologies. It is necessary to note that coal consumption has become equal to the international advanced level per ton of clinker. Moreover, WHPG technology reform has led to an increase in electricity-generating ratio by as much as 20 percent. Electricity output has surpassed the theoretical maximum value, and has reached 43KW•h. The electricity generated by each ton of clinker is kept steady at more than 40KW•h for maximum energy conservation. Another company: Jidong Heidelberg (Jingyang) Cement also places emphasis on environmental protection through the whole production process. Tens of millions of Yuan investment have been funneled into an almost 10-thousand-square-meter virescence area, and employees are responsible for planting trees and maintaining a sanitary environment; in addition, the results of performance are evaluated. Moreover, the company also focuses on dust collecting technology and equipment as well as noise control.
For ecological protection and circular economy, the project investment by Guangzhou Cement Plant New (HeidelbergCement Shares) is some 70 million yuan for sludge treatment which was started in 9 March, 2010. That program was designed by the Tianjin Cement Industry Design & Research Institute (TCDRI) Co. Ltd., using the residual heat from the kiln for sludge drying; the dried sludge is then burned in the kiln. From that process, 600 tons of sludge with water content of 80% and 60 percent of sludge (in Guangzhou) can be disposed of per day, and it is also currently the largest sludge disposal project in China and the world. Mr. Bogdan claims that co-processing sludge with cement kiln is the least invasive and the most environmental-friendly solution, since resources utilized and an economically optimal method for solid waste disposal are used. Using this process municipal waste such as used tires as fuel for cement production can solve problems of waste disposal as well as saving coal. Moreover, Silica and other minerals contained in the sludge can also be utilized as part of the cement clinker. In all, using sludge as both a resource and a fuel leads to utilization and re-use of waste, and offers environmental protection, and it also advances the development of circular economy and creates a balance between corporation benefit and social interests.
"For better building" is the desire and unremitting pursuit of HeidelbergCement. As a developing market China has always been of great importance to HeidelbergCement. HeidelbergCement will further strengthen the bilateral cooperation in achieving the goals of being complementary advanced and innovation. Foreign advanced management methods and the latest technologies are utilized for green and environmentally-protecting enterprises, and for cooperative development between the enterprise and an energy-saving and environment-friendly society. Moreover, HeidelbergCement also is committed to a win-win-win situation in terms of economy, society and environment which of course will make great contributions to the development of the China cement industry.
No comments:
Post a Comment