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Home > News > Chemicals

(Interview) Chambroad: Embracing high-performance materials beyond traditional petrochemicals

Source：Adsale Plastics Network Date ：2025-05-08 Editor ：VC

Copyright： This article was originally written/edited by Adsale Plastics Network (AdsaleCPRJ.com), republishing and excerpting are not allowed without permission. For any copyright infringement, we will pursue legal liability in accordance with the law.

The petrochemical industry is undergoing a transformation, and a company's competitiveness now hinges on its ability to sustain development. Consequently, many leading enterprises are focusing on strategies related to recycling, low carbon emissions, and high-performance materials.

In line with this industry trend, Shandong Chambroad Holding Group is advancing the transformation from the traditional petrochemical sector to high-performance material production.

At CHINAPLAS 2025, Adsale Plastics Network interviewed Dr. Xiong ZOU, Board Director and Rotating President of Shandong Chambroad Holding Group, and Yuntao ZANG, General Manager of Shandong Chambroad Polyolefin Performance Materials Co., Ltd., to gain insights into the Chinese leading company’s future development blueprint during this transition.

Dr. Xiong ZOU, Board Director and Rotating President of Shandong Chambroad Holding Group.

Yuntao ZANG, General Manager of Shandong Chambroad Polyolefin Performance Materials Co., Ltd.

Three key considerations behind strategic transition

Zou shared with Adsale Plastics Network that Chambroad's strategic transition was driven by three main considerations:

∎ Customer demands are increasingly shifting toward customized and scenario-based high-performance materials.

∎ The industry chain is evolving to embrace greener, low-carbon, and circular economy principles.

∎ After 30 years of development, the company’s innovation capabilities have significantly improved, allowing for better leverage during this transition.

Additionally, Chambroad recognizes significant opportunities in this strategic shift, primarily arising from the growing downstream market demand for green and high-performance materials, as well as the emergence of industries such as smart mobility, new construction, and renewable energy.

Seizing opportunities in new racetracks

How is Chambroad capitalizing on these new opportunities? Zou pointed out, “Chambroad provides comprehensive material solutions across a wide range of applications.”

He highlighted several examples related to smart mobility. Chambroad has developed durable high-modulus modified asphalt that extends the lifespan of road structures from 15 to 35 years while reducing lifecycle carbon emissions by 50%. This innovation not only improves road conditions but also enhances sustainability. In the automotive lightweighting sector, the company’s polyolefin elastomers (POE) and polypropylene (PP) materials offer effective weight reduction solutions. For electric vehicle battery safety, Chambroad has developed specialized PP materials and aramid fiber-coated heat-resistant battery separator materials.

In the green new electricity sector, Chambroad offers material solutions spanning the entire industry chain for power generation, storage, transmission, and end use. For instance, in the photovoltaic sector, the company has created POE photovoltaic film materials; in energy storage, it provides sealing materials; and in batteries, Chambroad has introduced carbon materials for the negative electrode and composite conductive polyolefin materials for the positive electrode. The company have also developed materials for medium and high-voltage power transmission cables, submarine cable coatings, and ultra-high voltage capacitor insulation layers.

These examples demonstrate the vast opportunities and potential for growth in green and high-performance materials, centered around broad applications and new racetracks.

Chambroad’s POE and PP product ranges offer dual benefits of lightweighting and safety for automobiles.

Four challenges encountered during transition

What challenges has Chambroad faced during its transition? Zou identified three main challenges:

∎ The shift from large-scale to refined, specialized material production requires higher labor skills and management precision.

∎ Quality control for products has become more complex, requiring multi-dimensional parameter control.

∎ It is crucial to cultivate high-quality personnel who can understand customer needs and engage in material engineering and process development.

“As the production thresholds rise, we need to make a significant leap in our production capabilities. This necessitates substantial improvements in our production systems and workforce,” he noted.

Changing customer perceptions of Chambroad from a petrochemical-focused company to one centered on high-performance materials presents the fourth challenge. This transformation requires time and continuous efforts to demonstrate progress to customers.

Chambroad showcased numerous innovations at CHINAPLAS 2025, including medical-grade transparent PP.

Chambroad’s medical breathable elastic material is soft and skin-friendly, holding three patents and complying with multiple international certifications, including RoHS, REACH, and FDA.

Building “631” R&D platform for timely innovation

In response to these challenges, Chambroad has harnessed its innovation and R&D strengths to meet market demands. Zou explained that Chambroad's R&D system has evolved from a model resembling university research center to a more customer-demand-oriented innovation approach.

Notably, Chambroad has transformed and upgraded the traditional industry-academia-research model, placing emphasis on customer co-innovation. This involves interpreting customer needs as cutting-edge research topics to be explored in university laboratories, ultimately translating into industrial and commercial products.

Zou said, “Reconstructing the innovation platform is crucial, as its efficiency determines how quickly we can respond to customer demands for product innovation. Reducing the time from laboratory development to industrial application will be a key differentiator in future competition among companies.”

“Chambroad focuses its R&D resources on interpreting customer needs, including their future development requirements, not just today's demands,” he emphasized. “We advocate for improving today’s offerings, innovating for tomorrow, researching for the day after, and preparing for the future. This approach means we allocate R&D resources across short, medium, and long-term developments, continuously providing innovative products for our customers.”

Currently, Chambroad is implementing its “631” strategy, dedicating R&D efforts to address current customer issues (60%), future industry developments (30%), and forward-looking exploration (10%). In terms of organization and management, Chambroad has built an integrated product R&D system, with talent deployment extending beyond laboratory personnel to include experts from various professional backgrounds.

Chambroad integrates industry, academia, and research resources to build a high-performance material innovation service platform.

Pursuing circular economy and low-carbon strategies

The trend toward sustainable development in the plastics and rubber industries is unavoidable. Zang highlighted that eleven products from Chambroad, including PP, butyl rubber, and bio-based itaconate rubber, have already received ISCC PLUS certification, indicating remarkable progress.

He noted that last year, Chambroad collaborated with a leading Japanese cosmetics brand on the chemical recycling of PP, adopting transparent recycled PP for cosmetic packaging, with industrialization anticipated within the next two years. Another project is focused on film materials, particularly innovations in mono-material and chemical recycling, which are currently in the preliminary certification stage. Due to higher production costs, these products will target high-end markets or specific demands, such as those in Europe.

Overall, Chambroad is pursuing a comprehensive closed-loop circular economy, committed to ensuring that every material can be recycled while also advancing the development of bio-based materials.

Focusing on “small but impactful” innovative solutions

Chambroad will continue to expand its downstream products, including POE, PP, rubber, and polybutylene alloys, while also exploring PS-derived materials and bio-based rubber. In addition to smart mobility and green energy, the company is prioritizing sectors such as healthcare and food packaging.

Zou emphasized that Chambroad's development plan primarily revolves around further development of existing key products and new opportunities across various application sectors to offer “small but impactful” innovative solutions.

“New projects may not involve investments of billions or addition of millions of tons of capacity. Instead, we will focus on small but impactful innovations, such as new grades or solutions that meet the needs of specific customer groups,” he explained. “Our expansion strategy is no longer about being large and all-encompassing but rather about being small and refined.”

Chambroad will also accelerate its low-carbon transition, increasing investments in bio-based materials, carbon dioxide recycling, and the recycling of its own products. Significant results are expected within the next 2-3 years, said Zou.

About Shandong Chambroad Holding Group

Founded in 1991, Chambroad has evolved into a diversified industrial group focusing on high-performance materials, high-value-added chemicals, intelligent manufacturing equipment and integrated industrial service solutions.

With about 12,000 employees and four large production bases, Chambroad operates in over 50 countries and regions. In 2024, the company made list of China's top 500 enterprises with annual revenue of RMB 103 billion, achieving 275th in overall ranking, 138th in manufacturing and 33rd in the petroleum and chemical industry.

As an innovation-driven enterprise, Chambroad features eight major R&D bases and 13 innovation collaboration centers. With a team of over 1,000 members dedicated to R&D, the company invested RMB 1.8 billion in innovation in 2024.

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