Machines for printing several metres long

Machines for printing several metres long. The choppy rhythm of the 11,000 prospectus leaving every hour. A scanner to automatically compare the printed with the original version. In Heidelberger Druck, is proudly explained that the added value is related to the high degree of qualification of the hand-work German, and that each product is designed according to the need for the client. On this day of September, three of them are expected to participate in this exhibition space, where the machines are tested before delivery: a German printing and two companies from the Kenya and South Africa. The "made in Germany", as in an image of Epinal. Except that Heidelberger Druck must survive to aid State of 850 million euros (read here).

All German exporters have not been near bankruptcy, but many were surprised by the violence of the reversal. Collapse of order books, technical unemployment measures, tight negotiations with creditors have become the common lot of the "Mittelstand", this fabric of businesses mean that is the power of the German exporter engine.

"Hidden champions".

Rhenish industry had already gone through recessions since 1945, but never the fall had been so brutal. Flipping intervened after three successful years, to the point that it began to talk about third German economic miracle. "mittelstand" fully enjoying strong demand for capital goods in and emerging countries despite the appreciation of the euro. Over the past ten years, the Germany was one of the few developed countries to maintain its industrial jobs, when the France kept losing export market share. Strength: family businesses, described by author Hermann Simon "globalization's hidden champions", with a strong culture of export, a high degree of specialization and a willingness to invest in the long term in research and development.

The reverse of the Medal, it is a low domestic demand, which may not take up the slack from exports when they break down. Too exposed to the fluctuations of world trade, the Germany should save a recession from 5 to 6 this year.

Then, exit the German exporter model Simon Tilford, Economist in the "think tank" Center for European Research, of those who believe that the Germany must review its economic model: "For the Germans, there is a kind of moral virtue in having a trade surplus." They reason always in terms of competitiveness and non-growth strategy. But they forget that the progression of their GDP has not been very strong over the past decade. "According to him, the Government clearly made a mistake with the rise in VAT in early 2007, which has hampered the appetite of consumers.

A low margin of manoeuvre

But the country is not ready to give up part of its competitiveness to support domestic demand. Never the election campaign has addressed this topic. And when he came to save a national flagship, Opel Berlin decided to rescue, not Karstadt stores. A symbol... It must be said that it is difficult to tackle a model which is also deep historical roots. In a note of the Ifri, Hans Brodersen explains that the propensity of the Germany to export dates back to a period as old as the Hanseatic League (12th-17th century). After the second world war, exporting industry played an important role in the economic miracle.

For Roland Döhrn, researcher at the RWI Institute, it is not so much that the Government does not want to boost domestic demand, but that it does not have the means: "Would that he can act on remuneration." However wage negotiations take place only between employers and unions. In budgetary terms, the room for manoeuvre is quite low, as well the tax relief for for public investments. "It does remains therefore more than the opportunity to act on savings, very high especially since the introduction of the pension system funded. But in a country experiencing significant unemployment, it is inevitable that the savings rate is high.

"We have the right products."

The Germany must therefore simply for the moment only exporting engine to move forward. It is not without risk: between the offensive "Greentech" of the United States and China who dreams of her delight its title of champion of the world, the competition will be tough. However, Manfred Wittenstein, President of the Federation of mechanics (VDMA), wants to believe that the Germans will keep their advance: "it is not a crisis of"mittelstand", but a problem of application at the global level.". We have products, in particular in energy savings. Some must adapt, but it is part of the life of companies.