<img alt="Lorenz Muck" src="/sites/checkpoint.piipe.de/files/Oldimages/Lorenz_Muck_85.jpg" style="float: left; width: 75px; height: 91px;" />Stuttgart (GER), October 2014 - Know How! AG opened its first office in Beijing’s Chaoyang District in September 2014, with a Chinese team consisting of three employees. The overall aim is to provide eLearning in proven quality to the Chinese market. CHECK.point eLearning spoke with Lorenz Muck, Manager of International Development and General Manager Know How Beijing Co. Ltd, about the expansion into the Far East.

Know How! has been providing eLearning solutions for almost twenty years. Why have you now chosen to open a branch in Chinese?

Lorenz Muck: We have been active in foreign markets in recent years, mainly focusing on European countries. Happily, we have been able to acquire numerous customers for our courseware about Microsoft Office through partner companies. 

Due to the long distance and resulting time difference, it is difficult to enter the Chinese market only with the help of partner companies. Thus, we decided to enter the Chinese market by opening our own office there.

What is your opinion of the Chinese market for eLearning products?

Lorenz Muck: China continues to be a growth market, especially in the field of education and particularly in the area of eLearning. Last year we were exhibitors at a training fair in Shanghai and felt there was great interest in our products. Therefore, we are confident that China is the right market for us to extend the growth we have enjoyed in recent years.

What are your goals in China?

Lorenz Muck: In the first place, we see the China in the medium term as a growth market with high potential in the coming years. In addition, we specifically want to support local German businesses when it comes to the localization of learning content, the transfer to China, as well as the implementation of eLearning projects in China.

In your opinion, what are the German companies’ principal needs?

Lorenz Muck: In my mind, there are two challenges for German companies on site. One is to localize the learning based on the country-specific needs. The second is to ensure that the training is conducted within the qualification scheme of the company: It makes no sense to invest a lot of money in localization of the content without ensuring the success of learning on site. In the future, Know How! AG can support companies more efficiently with its team on site.

Which topics do you want to emphasize in the Chinese market?

Lorenz Muck: In addition to individual eLearning projects, we will highlight our Microsoft Office portfolio. We want to offer Chinese offices of leading German companies’ proven eLearning quality and thus become a reliable partner on site.

How important are social media and collaboration in Chinese companies from your point of view?

Lorenz Muck: We have not fully explored this, but we know that there are cultural differences in collaborative work. We plan to deal with the topic at a roundtable event in Beijing in November.

Will the Know How! AG set up other foreign office in the coming years?

Lorenz Muck: We have not quite decided yet. There are, of course, other exciting and promising markets, and we will continue to keep this in mind and will make the right decision in due time.