Schueco, a German solutions provider for windows, doors and facades, launched its largest showroom and training center in Shanghai on June 17 to expand its brand awareness among customers in China.

The showroom and training center, covering more than 1,300 square meters, displays Schueco's latest aluminum products, including a window integrated anti-smog ventilation system designed specifically for the Chinese market.

The company said the center will allow it to better understand its customers and react to their demands quickly.

"In previous years, we focused on partners and developers, but now we are focusing on customers. They can feel and touch the products (in the center)," said Andreas Engelhardt, managing partner and chief executive officer of Schueco.

Since it established offices in China in 1999, Schueco has achieved near double-digit growth annually in China.

"Our market share in China is small because we are an expert in special and high quality products. Our goal is a minimum two-digit growth year-by-year," Engelhardt said. "We are fulfilling that. It is not a five-year plan on paper."

"You cannot enter into a market that is not familiar with your high-quality products. You need to start with training," said Engelhardt. "Our decision is to double or triple the number of our training facilities."

Schueco has positioned itself in China with its concept of quality. The company believes that quality is a key problem in China's current windows, doors sand facades system market.

"We focus on high-end residential market and quality commercial projects," said Joerg Westphal, executive senior vice-president of Schueco. "We are not entering a pre-existing market. We are creating a new market."

The increasing demand for quality products in China offers tremendous opportunities, Westphal said.

"The mind of Chinese people is changing. They are asking for quality and comfort," said Guenter Strauss, executive director of the company's China division.

"We are not willing to bring cheaper prices to the market. Investors are asking for long-term and useful buildings that will not break down after two or three years. That is our clear strategy — to focus on that market," Engelhardt added.