UPM-Biofore-Magazine-2-2017-ENG

Changing values and sustainability demands together with Nordic heritage have become important sources of competitive advantage for UPM’s copy paper brands in China. C hina’s modernisation was once characterised by fast growth at the expense of environmental consider­ ations. Times have changed, and topics Eddie Chan , explains: “Responsible Fibre is perfectly timed – the central government are discussing how to improve

the environment, and in the past six months this has become a major topic. Even five years ago this would not have been discussed here in China. People feel we are really speaking the same language.” Responsible Fibre is also a major differentiator among other copy paper brands, which generally compete on price and quality. “UPM focuses on developing responsible brands – and brandmakes a huge difference for our customers. People are looking for sustainable alternatives - and we can offer unique choices for them. It makes a great impact on our customers,” notes Chan. Nordic heritage Working with UPMalso emphasises the Finnish – and Nordic – connection. For consumers, this symbolises professionalism and quality in the way that people work, and a people-focused mindset fromproduction to delivery and after-service. Nordic design is well known around the world, from interiors to architecture and lifestyle. UPM’s Finnish heritage is an important component in every paper it produces, and the company takes pride in the quality, technology and craftsmanship of each product. All this has been reaffirmed by the re-launch of the UPMJetset brand. UPMwill continue to refresh its key copy paper brands in China over the next year. This will give frontline colleagues, like Eddie Chan, evenmore

such as sustainability are now high on the agenda not just in corporate boardrooms, but in companies and government agencies across China. Making responsible choices means choosing sustainability and prioritising the environment through one’s choice of products, services and partners. UPMhas re-branded the UPMJetset copy paper line in China highlighting the key message of responsibility, along with Nordic quality and safety. Products were launched under the theme “Make Responsible Choices” withmajor media and customer events in Beijing and Shanghai, along with widespreadmedia coverage across China. Responsible Fibre is a differentiator UPMJetset office papers are now carrying UPM’s proprietary “Responsible Fibre” trademark with the most demanding third party- verified environmental and social responsibility criteria in the industry. The criteria cover the whole life cycle of the product from forestry and sourcing to sustainable production, including responsible sourcing, sustainable forest management, low-emission production processes, transparent performance, non-use of harmful substances, certified environmental management systems, safe and healthy working environments, and social responsibility – all adding up to a unique and important symbol of UPM’s leadership in the paper industry. UPMArea Sales Director for China,

powerful brands to introduce to both old and new customers. “People are talking about responsibility, and this is the perfect time to bring this message to the market. And UPM is just the right company to represent this. Our customers can make responsible choices with UPM,” concludes Chan. Voice of consumers Cai Yu is one of the end-users impressed by UPMJetset’s new brand position. As the Secretary of the Board at a wind- powered electrical utility company, he was convinced not only by the message, but also by the new brand visuals. “The environmentally friendly concept of UPM is aligned with our company’s pursuit of going green. Sustainability is a long-term environ­ mental cause, and I hope UPM can continue to support it.” Xie Jingling is familiar with sustainability-related certificates from his role as an employee at a certification organisation. “FSC is a good certification system. Through FSC, I came to knowUPM – especially the UPMJetset brand.” He also praises the high quality of the paper: “For me, UPMJetset is a symbol of high quality.”

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