DSH Systems Enter China Market

Posted in: , on 22. Aug. 2012 - 12:56

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DSH Systems enter China market

DSH Systems Ltd, a Napier company has sold a US$15,000 dust-suppression hopper to Chinese giant Sinograin in what the company hopes will prove a springboard for success in the Asian mega-market.

DSH commercial sales manager Ian Walton said while the single sale to Sinograin was modest, it represented entry to a potentially huge market.

“This is really small dollars but we’re a small company and it’s the beginning of something big,” Walton said.

DSH was started by engineer Trevor Schwass and his wife Judi in 2004. Today it has five employees and boasts major global corporations among its clients. DSH sells products to significantly reduce the amount of environmentally-damaging dust which escapes during industrial bulk loading of dry goods. Dust can be a health and safety hazard for staff and neighbouring environments and, in extreme cases, can explode if exposed to an ignition point.

Walton said the hopper for Sinograin would handle 250 tonnes an hour at the company’s Dongguan soya bean processing plant. Studies showed the DSH system could reduce dust fallout by up to 98 per cent, depending on operational environment and handling. Walton said the Sinograin deal had sparked enquiries from other companies in China, including two new orders which would be filled by Christmas.

DSH believed China and Eastern Europe could be its largest markets in coming years. It had been skirting the China market, due to the costs associated with breaking in. Walton estimated he would have had to travel to China up to three times to seal the Sinograin deal and it wasn’t a mission worth prioritising for $15,000 in sales.

However he said New Zealand Trade and Enterprise (NZTE) entered the fray and played a pivotal role in making the China deal achievable. From the moment DSH received a message in broken English at its Napier office, NZTE became a pivotal resource. Walton approached its Guangzhou office and received help with deciphering the intent of the initial phone message, quick translations of emails and contract detail, and other cross-cultural communication to complete the deal.

The process proved the company’s avenue to market and secured its first product to a Chinese owned company, in-country. Walton said with NZTE’s help China was no longer confined to the “too hard basket” for a small company with global ambitions.


New Zealand Trade and Enterprise (NZTE)


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