If there’s a new construction project requiring laminate starting up in China—sales staff in ITW Wilsonart’s Chinese regional field offices probably know about it. A broad, multilingual marketing operation in China, which includes construction scouting and a central sales office in Shanghai, is just one of Wilsonart’s strategies to tap East Asia’s emerging decorative surfaces market. Growth stems in part from the Chinese government’s support of more industrial and commercial center development—restaurants, hotels, office parks, research centers—that require highly durable work surfaces.

With many competitors aware of the budding opportunities, Wilsonart has also increased its innovation efforts. Specialty laminates like Chemsurf use a proprietary resin formulation to resist chemical spills, making it ideal for university or commercial laboratories. Chemsurf, along with new noncombustible surfaces that can withstand extremely high temperatures, are part of a wide spectrum of functionality offered to customers.

In addition, the Chinese facility’s advanced logistical capabilities dramatically improve manufacturer-to-customer delivery time. Orders are already in for customers like McDonalds and KFC, a trend we expect to continue as Wilsonart’s innovation meets with China’s economic boom.

*”World Countertops Market” [Abstract]. ReportLinker. January 25, 2010. Viewed on PR Newswire. www.prnewswire.com.