China's traditional export driven business model, with its emphasis on cost competitiveness, standardisation and middle-to-low technological content, seems to be exhausting in China. In the chemical industry, a new business paradigm is emerging, we are seeing increased technological competence and deeper local customization. The passing of the 12th Five-Year Plan in March 2011 heralds this new phase of development, which is quickly being embraced by the leading players in the industry.