Cutlery company vies for a slice of Chinese market

"We are dedicated to making cutting tools. People’s thee meals every day cannot live without these products. The market is very large," he said.

To enlarge its global markets, the brand has made attempts to cater to different cooking habits of different countries and regions.

In China Wüsthof brought in the Chinese style chopper and hacking knife. The company also designed delicate and smaller knives for Chinese people who are used to cutting food into tiny pieces before cooking.

Wüsthof said the brand’s design concept was to make cutting tools "the extension of arms" so they also focus on making handling comfortable and balanced. The presentation of cutting tools is also important to Wüsthof’s designs, as the group believes that display and wrapping is part of top cutting tools.

The helmsman said to celebrate the 200th anniversary of the brand they offered a tailor-made limited-edition product for the Chinese market, a gold knife.

The company is cooperating with Germany’s kitchen tool leader Fissler to further tap the Chinese market.

"Like Fissler, we are both family enterprises. We focus more on long-term goals than some joint-stock companies."

"Making fast money is not our utmost concern. We cherish long-term goals and just keep patient," Wüsthof said.