| PPG prospers
in China after a hard lesson BEIJING -- In a pre-dawn
darkness, 220,000 people fill the confines of Tiananmen Square,
that mile-long monolith at the center of China's capital city. And
all eyes, at least for a moment, are fixed on a silver flagpole
bearing paint supplied by Pittsburgh's PPG Industries.
This was no ordinary paint job.
Across the street from Mao Zedong's monumental portrait and a 584-year-old
palace, the pole stands as a symbol of the Chinese proletariat --
the spot where Chairman Mao first raised the red flag and its five
stars following the communists' takeover of the country on Oct.
1, 1949.
Every morning, armed guards carrying guns and swords hoist the
same flag up the pole in an elaborate ceremony that, on this day,
involves a broadcast of the national anthem, the release of 10,000
doves and the light mood of hundreds of thousands of Chinese celebrating
National Day -- the anniversary of Mao's ascension to power.
In Mao's time, American companies such as PPG were not allowed
in state-dominated China. PPG's silvery paint job -- applied in
2001 after the old paint began to peel and flake -- is a high-profile
sign that, three decades after Mao's death, c ommunist China is
very much open to foreign business .
The world's most populous nation is now the fifth-largest export
market for Pennsylvania, with sales to China having grown 238 percent
between 2000 and 2005. At least 20 Pittsburgh-area companies have
offices or plants in China, according to the Allegheny Conference
on Community Development, organizer of a local trade mission that
will make its trek to the so-called Middle Kingdom in 2007.
Many have been there for decades, hoping to capture a share of
the world's fastest-growing economy by selling to its 1.3 billion
consumers or to use its low-cost labor to produce cheaper products.
For example:
--Aluminum maker Alcoa entered China in 1993 and now has more than
a dozen plants there, relying on Asia to consume as much aluminum
in the next 14 years as the rest of the world does today.
--Latrobe tool maker Kennametal, which entered China in 1991, recently
spent $31 million opening a new plant employing 200 in northeast
China, bringing its total investment across the country to $66 million.
--Downtown ketchup maker H.J. Heinz has been churning its stuff
out there since 1986, when it opened an infant food factory in Guangzhou.
It also assists Chinese tomato growers in Xinjiang, a western Chinese
province.
--O'Hara equipment maker Mine Safety Appliances, now known as MSA,
entered China in 1988, when it opened a chemical instruments factory.
It now makes devices that Chinese coal miners use to detect for
toxins and combustible gases, in a country that produces more coal
than any nation in the world.
--Bayer AG, which keeps a North American headquarters in Robinson,
is spending $1.8 billion on the expansion of a Shanghai plant that
makes materials used in automotive paints, CDs and DVDs. It is the
company's biggest investment outside Germany.
--Metals maker Allegheny Technologies now counts on China for about
7 percent of its sales, producing specialty metals from a plant
in Shanghai.
--Transportation giant Bombardier is building, from its plant in
West Mifflin , people movers that will be used to ferry millions
around Beijing during China's 2008 Summer Olympics.
While China is the land of opportunity for many Pittsburgh companies,
it also remains a place of fear.
Some competitive restrictions remain in place. Foreign steel companies,
for example, are not allowed to have a majority stake in Chinese
steel companies. And there are longstanding concerns about the safety
of intellectual property, the fragility of contract law and corruption
that still exists throughout the country.
No company knows these contradictions better than PPG, one of the
first local companies to learn some hard lessons about doing business
here, its first glass plant opening only nine years after Chinese
leader Deng Xiaoping adopted the new open-door policy.
PPG's $100 million American-Chinese venture, in the southern part
of China, was praised as an example of how China had changed, one
of the largest and most sophisticated foreign projects attracted
to date. Its second $100 million glass plant opened in 1992, in
the northeast city of Dalian.
The person who approved both investments was then-PPG Chief Executive
Officer Vince Sarni, who saw China as "a huge market with huge
potential. We felt we had to get in there."
But some mistakes were made. "We didn't have the relationships,"
he said.
Nor did the company have many people who knew anything about Chinese
history, culture or law.
As Mr. Sarni understood it, PPG would be allowed to sell its glass
to Chinese consumers. But once the plants were up and running, PPG
learned from the Chinese that it could not, for competitive reasons,
sell its product within China, according to Mr. Sarni.
To protect local glassmakers, PPG had to ship its glass to other
countries, a need already being filled by PPG plants around the
world.
PPG had wasted its money.
"Contracts as we know them today were not viewed in the same
light by the Chinese," Mr. Sarni said. "They did not abide
by critical parts of the contract that was made."
PPG eventually sold its interest in both factories, taking a $102
million charge and learning "some lessons we would have rather
not have taken," Mr. Sarni said.
But PPG rebounded from the bad investments. Its sales in China
now total $350 million -- or 4 percent of its global total . The
goal is to raise that number to 8 percent in the coming years .
Beyond its presence in Tiananmen Square, PPG also supplied the
paint for two expansions of a Shanghai airport and the coating for
the country's tallest office tower -- the 88-story Jin Mao Building
in Shanghai. In 2008, PPG's paint also will cover the 101-story
Shanghai World Financial Center, a Shanghai building still under
construction but soon to be the world's tallest structure when completed.
Both skyscrapers, overlooking Shanghai's Huangpu River, are symbols
of how a country paralyzed by war, poverty and inner turmoil is
embracing wild, unfettered, U.S.-style capitalism as it regains
primacy around the world.
In an email, Bob Niederberger, who ran PPG's first Chinese glass
plant when it opened in 1987 and now lives in the North Hills, said:
"I remain confident that ventures there can be profitable.
But Westerners need to be patient."
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