World's top sanitary maker to expand in China

Visitors walk past the stand ofRocaduring the 10th China Building and Construction Trade Fair in Shanghai, May 24, 2005. [Photo/IC]

World's leading sanitary brand Roca is committed to increasing its investment in China in order to boost its market share.

Last year, the company's sales figures in China accounted for 10 percent of its total global sales, said Guillem Pages, business development and marketing manager of Roca (China) Co Ltd. "But it is far from enough and we expect an annual 20 percent increase in the Chinese market in the next five years."

Pages said the company has paid great attention to the Chinese market, and considers it an area that has great potential.

Roca made its presence felt at Kitchen & Bath China 2014 event, which was held at the Shanghai New International Expo Center on Wednesday, demonstrating the latest results in the creation of Roca bathroom space.

"The latest products and advanced technology we displayed at the show are part of our expansion strategy in China," he said.

Pages said this was the first time that Roca has launched new products outside Spain, indicating that the group has shifted its focus to the Chinese market.

"We unveiled our newest bathroom products to show our perfect blend of innovative design and high-technology," said Emilio Salazar, managing director of Roca China, adding that design and innovation have been core values of Roca since its foundation in Barcelona in 1917.

"It is an important milestone for Roca in China, because it is not just that the first global series has been developed for the Chinese market, it is also that the first global series has been presented to the public in China," he said.

Roca now has 10 factories in China to manufacture products for the Chinese market as well as markets in Southeast Asian countries and Europe, Pages said.

As part of investment in the Chinese market in the next several years, the company plans to inject 5 million yuan to produce in-wash integrated toilets.

Although Salazar did not provide the details about the company's investment plan, but he said 10 percent of its sales in China will be used to promote its brands.