LIQUI MOLY is strengthening its presence in the East Asian market by establishing its 10th foreign subsidiary in China.
“An important component in our strategy to leverage further growth potential through internationalization,” stresses Salvatore Coniglio, managing director of LIQUI MOLY GmbH.
The company’s headquarters is located Shanghai, just like the previous office — the new company is operating under the name LIQUI MOLY Shanghai. Fabian Wedekind has been named managing director. Wedekind has been working for LIQUI MOLY in China since 2018, most recently as export area manager.
“Fabian Wedekind is the perfect match for us, because he has the ideal prerequisites,” said Coniglio. “He has lived in China for years and is firmly rooted there with his family. He knows the market inside and out and has played a key role in shaping our business there over the past few years. We are confident that he will make the most of the opportunities that arise there for LIQUI MOLY.”
Despite the presence of various market players, there are great opportunities for growth in China. The new sales company will act as an official importer in the future.
“This means that our efforts in the market will bear an even stronger reflection of our own distinctive style,” said Wedekind. “We will continue to expand our dealer network and be even closer to the customer than before. We can intensify cooperation with workshop chains and dealers, closely support partnerships, and sustainably strengthen trust in our brand.”
Wedekind will draw on the existing team of seven as he sets up the subsidiary, which is to be expanded on an ongoing basis. The first step is to set up the marketing department to bundle all activities and standardize procedures in the future. Decisions on segments and product ranges will also be made centrally at the sales company in Shanghai.
“Our independence gives us complete operational autonomy,” said Wedekind. “We can react more quickly to market conditions, expand the product range in a targeted manner, and adapt it ideally to local requirements.”
