The World's "Low Key" Chemical King: Earn 55 Billion In A Year! Its Products Are Full Of Chinese Life.

In February 6th, Brand Finance, the world's leading brand value assessment agency, released the list of the top 10 global chemical brands in 2019. BASF, Germany's enterprise, once again called for the king of global chemical industry. Its brand value climbed by 10.8% to 8 billion 253 million US dollars (about 55 billion RMB).

Although BASF is not directly facing end users, it has a low awareness in the minds of ordinary people, but the chemical industry has never underestimated its value. Over the years, BASF has repeatedly become the "best German company" in the fortune magazine Most Admired Companies list, pulling down all the German giants, such as Volkswagen, Mercedes Benz and SIEMENS. In 2018, BASF ranked 112nd in Fortune 500 in terms of revenue of $72 billion 600 million a year. Among them, the Greater China region contributed 7 billion 300 million euros (about 55 billion yuan) to BASF.

How does the product spread across people's lives?

Public information shows that BASF is a chemical company headquartered in Ludwigshafen, Germany. It was first established in 1886 and has a history of 133 years. Most of BASF's products are distilled from crude oil and natural gas, and they own their own coal, oil and natural gas resources.

Although BASF is not famous in China, its customers cover many industries, such as agriculture, food nutrition, pharmaceuticals, automobile transportation, chemical products, electrical appliances, energy and resources, packaging and printing, furniture and wood, cleaning care, footwear and textiles.

Taking the agriculture and food industry as an example, BASF's agricultural chemical polymer Agnique IR can repair soil and soil water retention time by 30% without affecting soil fertility. In food processing, BASF R & D team of China developed a low VOC content and low odor paper coating adhesive for making food contact paperboard. BASF's amorphous thermoplastic material Ultrason E2010 can also ensure food safety in cooking process, and many cooker manufacturers have used this material in their new products.

In addition to that, BASF also launched three concept cars at the Guangzhou motor show in 2018, including ofo, a group of vehicles that had "running shoes". The BASF shared the double tire system. BASF's furniture materials and household cleaners are widely used in Chinese families. It also developed a particle foam material with the Adidas and used in soles. This kind of sneakers can absorb the impact of running feet and transform them into energy. BASF is like an octopus that spreads its tentacles to all walks of life to change the life of today's Chinese.

Attachment: BASF's six stages of development

BASF was first established in China 134 years ago. In 1885, BASF, which had not yet started, sold textile dyes to China, which was still poor and backward. In order to adapt to the small workshop business of textile industry in the south of China, BASF dye the customers with small canned food, then spoon a spoon and a scoop of retail. Finally, they are sent to the buyers with clean and powdered dyes packed with bamboo paper. With these little spoons, BASF's business in China even accounted for 14% of its global sales on the eve of the first World War in 1913.

Welcome the spring of cooperation

Since then, the turmoil of war and political environment has made BASF's business in China suffer a great blow. Until 1964, China founded the Guangzhou fair, which brought BASF to a new spring in China. BASF, who returned to China, covered almost all industries in China in just a few years.

In 1978, China's oil output exceeded 100 billion tons. In order to make good use of the one thousand tons of crude oil, Sheng Huaren, deputy general manager of Sinopec, came to the headquarters of BASF in Germany to seek technical assistance from BASF. BASF is also pleased to accept that it has agreed to sell two technologies to Sinopec to help Chinese enterprises build endogenous growth capability, which not only solves the problem of Sinopec, but also opens the door to China's market for BASF.

With the acceleration of China's reform and opening up process, BASF has also taken root in China. From 1994 to 1995, a number of joint ventures were put into operation in BASF. In 1994, Rube, who was chairman of the board of directors of BASF, and his colleagues outlined the blueprint for the Nanjing integrated production base on a napkin. After 10 years, all the large-scale chemical installations at the base were finally completed.

According to the internal staff of BASF, the integrated base in Nanjing is completely based on the latest technology in Germany. As of this year, as an important foreign investment enterprise in China's chemical industry, BASF's main investment projects are located in Nanjing, Shanghai and Chongqing. The 26 production bases are all over China, of which BASF Shanghai innovation park is the global R & D hub. At present, China has become BASF's third largest market after Germany and the United States.

In November 20, 2018, BASF, a frequent market leader in the Chinese market, announced the new strategy of enterprises.

According to the strategy, "by 2030, China's share in the global market will expand to nearly 50%, and BASF will grow together with it." Our new integrated base in Zhanjiang, Guangdong, and the expansion of Nanjing base will significantly enhance our growth in this vibrant market. "