Key Takeaways at a Glance
- Meffert AG’s China business: Sales head Christian Starke on what Chinese customers look for in German products — and why trust in established companies runs deep.
- Rhineland-Palatinate exports: Why China remains a crucial destination for the region’s economy, including the chemical industry’s shipments.
- On the ground in China: From Beijing to Shanghai — what Starke says matters most on business trips: preparation, communication and fast decision-making.
When Christian Starke talks about China, his face lights up and his gestures become more animated. For him, the country has long represented more than just a market. It has become a second home and a second cultural identity that he has built for himself. “I’ve always been interested in other cultures. But China really fascinates me.”
Starke (42) is an authorised signatory within the Meffert AG Group, heading up sales in Western Europe, the Middle East and the Far East. He leads a team of five and works in a global business. The Far East is a particularly important sales market for Meffert: “Our products are found in Chinese DIY stores, specialist retailers and interior design companies,” says Starke.
For the economy of the state of Rhineland-Palatinate, the People’s Republic is one of the most important export destinations (ranked tenth as of 2024). Exports to China have risen by 90 per cent since 2009, with the chemical industry most recently exporting goods worth 542 million euros. China scores highly in terms of innovation, massive know-how development, strategic industrial policy and digitalisation, which makes many processes faster than in Europe. Add to that the sheer size of the market, and it is clear to see why there are huge growth opportunities for companies here.
Attention to Detail and Quality Are in Demand
Meffert AG’s entry into the Chinese market began with a wholesaler getting in touch and saying, “I need your products in China!” What followed was a success story, thanks to a combination of German thoroughness and Chinese expectations. “Our quality and environmental friendliness are huge topics there,” says Starke. “Customers know that we comply with all regulations. Trust in traditional German companies is enormous.” The Meffert brand düfa has now been in China for 30 years.
How Starke Became a China Expert
The fact that Starke now speaks fluent Chinese and is thoroughly familiar with the culture is down to a stroke of luck. During his social sciences studies, a Chinese professor temporarily moved into his shared flat. “He said, ‘If you feel like it, why not visit me in China?’” Starke did — and later spent a whole year there. 'I wanted to learn the language. Eight hours every day. To finance it, I worked as a German teacher, among other things.” What made him stay? 'The incredible hospitality. I was impressed by that openness immediately.”
They’re Fast – and They’re Bold
Starke believes that you can learn a lot from Chinese business partners. 'Flexibility, speed and courage. They make decisions quickly, hesitate less than we do, and they aren’t afraid of failure. They simply do it. We Germans often discuss things for too long.” His 52 trips to China have shown him how different working cultures can be, and how valuable it is to understand both.
Travel at the Limit
Trips to China are intense. “There’s no such thing as an early finish. You use every day to the maximum,” says Starke. During his last trip, he spent two days working in the main customer’s office in Beijing, after which he visited a distribution partner before travelling to Shanghai, where he delivered a presentation at an industry event. While travelling, he maintains networks, observes trends and competitors, meets regional partners, and visits trade fairs.
Preparation Is Everything
His advice for other business travellers visiting China for the first time is: “Good preparation is everything. Whether it’s figures on sales development or outstanding issues, everything should be clear in advance.” He also says: 'When you’re abroad, you simply have to communicate even more than at home. Because, linguistically and culturally, some things are always lost in translation – that’s normal.”
A Life Across Many Countries
Starke is not only on the move in China. Dubai, France, Hungary, the Czech Republic, Romania and Algeria are just some of the countries he visits. Nevertheless, he manages to balance work and family life. His children, aged ten and five, are already fascinated by China. “I often send them photos and bring something back.” He also tells them about special experiences, such as touring a luxury villa in Dubai with a tennis court and a popcorn room. “Certain products of ours are in demand in the luxury segment.” Deep insight into other worlds. For Starke, a bridge-builder, they are part of everyday life.
About Meffert
Meffert AG is a third-generation family business, headquartered in Bad Kreuznach and founded in 1947. This medium-sized company specialises in high-quality architectural paints and coatings. Although it has eight international locations and more than 1,300 employees, it maintains a strong focus on Germany as a business location. The company's product range includes more than 30,000 items, including stains, plasters, sealants, and building protection products.
