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Yanfeng is a leading global automotive supplier who specializes in the development and production of innovative interior components. The company is based in Shanghai, is represented in numerous countries and employs thousands of employees worldwide. The company continuously invests in the research and development of new technologies and materials for the "smart cabin of the future." It attaches great importance to sustainability and is committed to environmentally friendly production processes.
Yanfeng is actively engaged with suppliers and procurement in Europe, a highly important topic in today’s global supply chain. With local offices, production facilities and a dedicated team, the company sets the standard for sustainable growth, underlining their position as a prime example of a successful Chinese go-west strategy.
In only a few years, top Chinese producers in the automotive sector have gone from working on the workbench of the world to becoming global technology leaders and trendsetters. In their global expansion, these companies emerging in the Middle Kingdom rely on reliable innovative technology partners with core competencies in the field of sustainability in order to succeed on the market—an often sizeable task. The long-term cooperation between voestalpine Stahl in Linz and the Yanfeng Group in China is a prime example of the future-oriented partnerships that exist between Austria and China. In the growth market of mobility, Austria is an automotive powerhouse and an ideal European partner for the top players of China.
Christian Fuchssteiner, Commercial Counsellor for Advantage Austria in Shanghai, WKO
voestalpine and Yanfeng first came into contact in 2019. Two years later, in 2021, the first hot-rolled microalloys were supplied for the production of vehicle seat components. These materials were used initially in rear seats only. The business relationship was established by Eurostahl China, and the supply chain begins at voestalpine Stahl GmbH in Linz, where the material is sent to SSC in Romania and processed there before being delivered to Yanfeng.
With a deep understanding of both Chinese values and European business practices, our China Team built bridges and trust, helping guide the partnership with Yanfeng toward a successful collaboration.
Fuad Bajramovic, Managing Director voestalpine Steel Trading (Shenyang) Co., Ltd.
This close cooperation is supported by the voestalpine China team, which together with the voestalpine Romania team acts as a direct contact for Yanfeng. While in China customer relations are established, nominations are made, negotiations completed and trials carried out, serial supply is handled by SSC Romania. This ensures a smooth flow of materials and supports Yanfeng with extensive market knowledge and expertise in order to establish itself successfully in the demanding European market. voestalpine is continually striving to understand and correctly interpret the specific framework conditions and challenges of the Chinese market. This deep cultural and business sensibility facilitates communication and strengthens trust between partners. Thanks to its local expertise, voestalpine supports the expansion of Yanfeng in Europe and helps meet the cultural and business requirements associated with market development. This close cooperation forms the basis for a long-term and successful partnership between the two companies. The unique combination of local presence, market expertise and intercultural competence makes voestalpine one step ahead in the truest sense of the word in international business with China.
Brick by brick, we have built a strong foundation with our new partner, Yanfeng. We look forward to strengthening this relationship further, grounded in mutual trust, continuous support, and open communication.
Lucian Vochin, Head of Sales and Supply Chain & Marius Gheorghe, Export Manager voestalpine Steel Service Center Romania S. R. L.
The successful cooperation between voestalpine and Yanfeng impressively shows how sustainable added value can be created by establishing regional networks and integrating local resources. This strengthens the economic position of both companies and lays the foundation for long-term and trusting business relationships.
The main objectives of the partnership are these: Cooperation is to be further deepened in the long term, with a focus on establishing greentec steel, which stands for voestalpine premium quality with a reduced carbon footprint. Business will be further expanded in the course of joint projects in the area of seat components, especially in front seat components. New collaborations are being explored, for example in Morocco. This expansion is being actively supported by the Eurostahl teams in Barcelona and Strasbourg with their valuable contribution of regional expertise.
There is an old Chinese saying, 天时地利人和, which means that success comes when the right timing, favorable conditions, and human harmony align. I am glad to see that, through the dedicated efforts of both parties, the stars truly aligned when Yanfeng and voestalpine joined forces.
Yan Pengfei, Purchasing Manager EU & SA, Yanfeng International Seating System Co., Ltd.
