Bayer: the German Legendary Giant
Bayer is one of the most famous companies among the world’s top 500 enterprises. Its headquarters is in Leverkusen in Germany, and it has 750 manufacturing plants in 200 different countries. The total number of employees is 120,000. Bayer’s products cover high polymer material, medical & health products, chemical industry products, and agricultural products. Its product portfolio currently exceeds 10,000 products and it is currently the biggest industry group in Germany.
Bayer puts a lot of emphasis on its research and development. Bayer’s current products are nearly 100% original. About 50% of Bayer’s annual turnover comes from products that it created within the past 15 years. Today, the company has 12,000 staff members for research and it invests over 7% of its annual turnover every year into further research and development. Bayer now boasts over 180,000 patents and 60,000 registered trademarks.
Bayer in China: current state
In 1982, Bayer entered the Chinese market. Now, China has become one of Bayer’s most important production bases and markets. Bayer operates its business in Hong Kong, Taiwan, and mainland China. It has a total of 2,800 employees in China and has branches in Shanghai(上海), Beijing(北京), Guangzhou(广州), Chengdu(成都), Nanjing(南京), Hangzhou(杭州), Tianjin(天津), Taibei(台北), and Hong Kong(香港). The company’s main products in China include Nifedipine Controlled Release Tablets(拜新同), Ciprofloxacin(西普乐), Mycospor(美克), Acarbose Tablets(拜唐苹), Nimodipine(尼膜同), Acemetacin(优妥), Etofenamate Cream(优迈),Trasylol(特斯乐), and Plasbumin-25(拜斯明-25).
A growing concern for consumers in China is food safety as more and more food scandals arise in the country. The “Twelfth Five-Year Plan” created last year recognized the growing importance of food safety to Chinese consumers and made it clear that China was going to improve agriculture using technical innovation and more appropriate utilization of resources. Bayer has planned for these regulatory changes and should have no problem abiding by them. Bayer plans to implement a food-chain-partner plan, which keeps thorough records of the production process for all of its products. Also, Bayer provides technological help to farmers by providing them with fertilizer, planting, using pesticides, among other things. Bayer’s field test resulted an increase in eggplant output by 66%, and a rise in farmers’ income by 137%.
According to Bayer’s crop department, the company plans to employ 400 professionals to teach Chinese farmers how to use this new agricultural technology when planting fruits and vegetables. They also state that the number of food chain partnership programs will reach 100 in the near future.
Bayer has always relied on its research and development not only to develop new products, but to meet the market’s unmet demands. By responding to one of China’s most pressing current issues, Bayer will develop a good brand reputation among Chinese consumers while also expanding its product reach and consumer base in the still developing country.