AN initiative has been launched to help North-East firms make the most of business opportunities in China.

In the past two decades, China has become the fastest growing economy in the world and offers potential for North-East businesses in a range of sectors - especially in research and development in manufacturing.

UK Trade & Investment, working closely with its partners across the region, has launched a new China initiative and appointed Dr Zhengming Yang as business development manager on the project.

Dr Yang was born in Beijing and worked for the Dalian municipal government in China for five years.

He came to the UK in 1995 to study for an MBA at Durham Business School, which he followed with a PhD in Chinese Joint Ventures. In May 2000, he joined One NorthEast's inward investment team, helping identify potential Chinese investors and encouraging them to invest in the North-East.

Dr Yang joined UK Trade & Investment earlier this year to spearhead the launch of the new initiative, which covers mainland China, Hong Kong and Taiwan.

The scheme aims to offer specialist support to companies looking to do business in China.

Dr Yang said: "China is now taking the lead in a lot of manufacturing industries, such as electronic products, household goods, textiles and ICT products.

"But while most Chinese manufacturers have been doing original equipment manufacture for foreign companies over the past two decades, they're now focusing on research and development as they look to develop their own high-end products and are keen to work with western companies."

Dr Yang said cultural awareness was also vital to ensure success in China, where relationships are very important.

"People in China like to know who they are doing business with," he added. "Face to face contact is very important so companies need to do their research and market visits are vital.

"This is something we can obviously help with as we have contacts both here in the UK and throughout China."

For more details call the International Trade Hotline on 0845 0505054 or log on to the website at www.exportnortheast.com