For German companies, Asian engagement mainly represents entering the Chinese market. Interestingly enough, experts note that most of the German investors in China have not sent back home a single Euro yet. This factor, relevant as it might be, does not seem to play a relevant role in the location selection for the Asiatic economic region.
That’s how you can establish a presence in Thailand, Vietnam or Indonesia.
The falling exchange rate of the euro and the ASEAN Economic Community (AEC), which became a reality on 1 January 2015 ensure that Southeast Asia, with its more than 600 million consumers, is an increasingly attractive market for the German economy. However, getting started must be well conceived and prepared.
The economic crisis has clearly been in the minds of entrepreneurs: Growth will be generated all over Asia in the future. Germans, in the past, were too hesitant in engaging with the ASEAN states.
It’s not exactly a rare occurrence that German companies get quite surprised when their sales efforts in Asia end up in disappointment: success eludes them and the reasons for this remain concealed. And in most cases, the decisive factors accounting for the success or failure of companies in this region are just a few small “sins”.