Zwilling stays at cutting edge of the kitchenware industry

Erich Schiffers, global chief executive officer of Zwilling J.A. Henckels.

The company will focus more on interacting with customers through new channels such as social media.

"Social media is really the digital tool to find the right consumer touch point. We have to be intelligent in building up an efficient social media mechanism," said Schiffers.

Zwilling's China branch has established a gourmet school to promote the idea of modern kitchen in China. More such schools are being planned, according to Ma.

"It's a perfect approach for social media as young people cooking or baking at the school often share their experiences using popular social network apps," Ma said.

Q&A

What kind of experience has shaped your personality and thoughts the most?

I'm married to a Brazilian woman and have a very good marriage. Exchanging with and learning from a different culture is very helpful. That's also something I learned in the Zwilling environment.

What's your favorite hobby?

Sports, such as swimming, bicycling and jogging, especially on weekends.

Do you cook at home?

Yes. I might not be the most talented cook but I cook with the best tools and my skills are constantly increasing. There is a 50 percent chance I get compliments from my wife.

What would you want to do if you were not working as a company executive?

To become a doctor and make other people's lives better.

Who is the person you admire most? Why?

There is no specific person in fact. People working for charity programs, for old people and so on. Those quiet stars are my heroes.

What books have you read recently?

The book I read recently was Naoko's Smile by Japanese writer Haruki Murakami. He is my favorite writer.