Melchers Partners with Sail of Shanghai to Support Chinese Companies Expand into Southeast Asian Markets
September 18, 2026, the Sail of Shanghai Trade Exhibition preparatory meeting for Indonesia and Malaysia, together with the launch ceremony of the Export Catalogue of Products and Technologies, was held in Shanghai. As a strategic partner, Mr. Anton Melchers, Managing Partner of the Melchers Group, delivered a video speech introducing Melchers’ 160-year presence in China and its strategic positioning to support Chinese companies in going global. Mr. Xu Sanping, Director of Business Development at Melchers China, attended the event and officially signed a Memorandum of Cooperation for the Foreign Trade Handbook with the Sail of Shanghai Exhibition Organizing Committee.
Founded in Bremen, Germany in 1806, Melchers Group has over 220 years of history. In 1866, Melchers established its first Asian office in Hong Kong, marking its entry into the Chinese market. Over the past 160 years, Melchers has been deeply committed to the Chinese market, introducing advanced European industrial equipment, machinery, and technology to China, while bringing Chinese products such as silk and tea to the world. The company has witnessed and participated in China’s transformation from a traditional trading nation into a global manufacturing powerhouse.
With the significant improvement of China’s manufacturing capabilities, Melchers’ strategic positioning has also evolved. The Group’s service strategy has shifted from bringing the world to China to taking China to the world. In response to the remarkable progress in the quality and international competitiveness of Chinese products, Melchers is transforming from a traditional trade intermediary into a comprehensive service provider and business partner for Chinese companies expanding into international markets.
This new positioning is built on three core competencies. First, deep local presence in Southeast Asian markets. Melchers has been operating in the region for decades, with subsidiaries in Indonesia, Malaysia, Thailand, the Philippines, Singapore, and other markets. Local teams are familiar with regulatory environments, distribution channels, customer needs, and business practices, maintaining close relationships with buyers, business partners, and government representatives to provide precise market matching and effective support for participating companies. Second, new opportunities in expanding into Central and Eastern European markets. Leveraging resources and networks from headquarters, Melchers can help Chinese companies find reliable partners, establish distribution channels, and access this promising emerging region. Third, end-to-end professional services. Internationalization involves not only product sales but also addressing complex issues such as market access, regulatory compliance, brand building, distribution channels, logistics and supply chain, and after-sales service. Drawing on its long-term experience in the Chinese market and international network, Melchers offers customized solutions ranging from market research and brand positioning to partner matching, channel distribution, and long-term market development.
The signing of the Foreign Trade Handbook Memorandum of Cooperation with the Sail of Shanghai Exhibition Organizing Committee marks Melchers’ commitment to deepening its strategic partnership with the platform, jointly promoting the transformation of Chinese companies’ exhibits into marketable products, and accelerating their entry into international markets.
Looking ahead, Melchers looks forward to supporting more Chinese companies in achieving sustainable international success. As global markets and supply chains undergo profound changes, presenting both challenges and opportunities, Melchers is ready to serve as a reliable partner in the internationalization journey of Chinese companies, jointly exploring emerging markets in Southeast Asia, Central and Eastern Europe, building lasting partnerships, and creating new development opportunities.
