Abstract
The majority manufacturer brands face customers directly by themselves of the door and window fittings market in China, including imported brands and local brands. They apply the business model same as in Europe which focus on business customers such as fabricators, developers and builders. However, there are high risk for accounts receivables and price competition which influence the developments for the foreign manufacturer brands in China. Nevertheless, the new buildings are not be decorated wholly when transfer to the buyer, the second-hand housing market is very blooming in the recent years and there are some energy saving regulations in the building of five-year-plan for 2011 to 2015, which drive the growth and popular of building materials shopping malls. It means the end users decide which brand they want, it is totally different from before. In this case, there are small volumes but varieties, multi-brand and wide price choices which will depend on the customers’ economic conditions, purposes and the sellers’recomments. It is the opportunities for distributors. This is why I am doing the study of VBH which is the only one position herself for the international distributors when VBH entered into China market. I expect to achieve the following objectives: 1. To identify the root causes why VBH can not make the same successes in China which VBH has the advantage of German brand and reputation of the leader distributor in the Europe. We can learn something to be successful in the future. 2. Due to majority door and window hardware companies are private and family company, some of them even over hundred-year history in Germany. Therefore, the information is not public and has the difficulties to get. VBH is the only public company in the industry; I hope I can summary some benefits and contributions to whom are interesting to run door and window fittings distributors in China.