西方创意公司的中国机遇在哪里？
英国施特宝合伙公司业务总监王晓莉
2009-10-19
以下是我于10 月19号在英国广告从业者协会上作的一次演讲，请参阅：
相信我们大家对”中国制造”这个词都十分熟悉，因为它已是我们现实生活中不可缺少的一个组成部分。但是我不知道有多少人了解谁是造就这个中国大品牌背后真正的英雄们？ 他们是中国中小型私营企业。
我之所以称他们为真正的英雄，是因为他们令世界上成千上万的普通人享受到良好的生活方式，这在过去只有极少的富人才有经济能力做到的。十分不幸的是，这个中国大品牌同时也成为了廉价和劣制产品的代言词。
据统计，中小型私营企业占中国工业产量的百分之六十； 吸纳了中国城乡百分之七十五的劳动力市场； 几乎占整个中国国民生产总值的百分之七十。 大部分的这些中小型私有企业是上世纪八十年代成立的，继中国改革开放之后。目前在中国，大概有四千万中小型私有企业，数量是欧洲和美国的总和。
任何一个中国企业家都可以用很短的时间通过这个简单的数学公式计算出他们在这个价值产业链上所能获得的利益，你认为这些精明的企业家们会仅仅满足于一条只剩下骨头的鱼吗？答案一定是“不”！ 经过三十年在技术和财富上的积累，中国的这些先驱者们已经具备了创建自己品牌的能力，但是遗憾的是许多人不知道怎样做，从哪里开始？
难道中国就没有自己的品牌吗？答案是肯定的，事实上中国有许多家喻户晓的品牌，在座的各位可能从没有听过或见过这些中国品牌，这又将我们引到另一个问题上 - 为什么中国的这些大品牌不想到海外去发展呢？ 问题很多 - 市场规模太小；文化差异太大；各国法律法规和行业标准不一。总之，麻烦太多，收益太少，不值得尝试。
然而对于那些有国际品牌意识的中国企业来说，他们的回报是巨大的，例如：爱国者，北京一家生产电子产品的公司。他们最初以赞助F1迈凯轮车队在国际上现身，近期，他们又与曼联足球队签约，成为他们的赞助伙伴和延伸产品的提供商。有远见的领导人知道一个在国际上得到认可的品牌，将一定被中国消费者接受，但一个所谓的”中国名牌”不一定在国际上被认可。
一些尝试过，却不太幸运的企业或公司，我们可以在这里看到他们为什么错和错在哪里。比如，上海产的白翎牌钢笔，其英译为Ｗｈｉｔｅ Ｆｅａｔｈｅｒ，在英语国家无人问津。其原因在于英语中有句成语：ｔｏ ｓｈｏｗ ｔｈｅ ｗｈｉｔｅ ｆｅａｔｈｅｒ，意思是临阵逃脱，白色羽毛象征的是胆小鬼。还有一种出口干电池的商标叫白象，英译成Ｗｈｉｔｅ Ｅｌｅｐｈａｎｔ。 殊不知这是条固定的英文短语，意为沉重的负担或无用而累赘的东西。
这正是西方的创意公司最大的商机所在。我最后用一句中国经济学家的话来概括我今天的发言： “中国的经济是一个私有企业的经济” 我相信，西方的创意公司们一定可以在这四千万的中国中小型私有企业中找到适合的合作伙伴，谢谢！
Thursday, 22 October 2009
The China Opportunity
Here is the presentation I gave to the IPA's China Club event on 19th October in London.
I am sure that we are all familiar with the phrase “Made in China”. It is a part of our everyday life nowadays. But I wonder how many people know who or what is actually behind this global brand.
Our Government calls them the Chinese SMEs, I think of them as the ‘True Heroes,’ the reason I say that is that they have enabled millions of ordinary people to enjoy a good lifestyle without being rich. Unfortunately, at the same time, this brand, Made in China, is often associated with a perception of being cheap, representing poor quality and with little or no design.
Well, let’s leave the perception aside for a second. I wonder who can guess what the figures on the slide represent?
SMEs are now responsible for about 60% of China's industrial output, employ about 75% of the workforce in China's cities and towns and account up to 70% of the Chinese GDP.
Most of these SMEs are Private Enterprises which set up in the 1980s in response to the Chinese Economic Reform started in 1978.
It is estimated that there are 40 million Chinese SMEs , more than the combined total of SME’s in Europe and US.
It won’t take long for the Chinese entrepreneurs to work out the simple mathematics and realise how much they gain on the value chain here.
Are they happy to hold a piece of bone and sleep on it? The answer is NO!
It would be nice for a change …
After 30 years of accumulating skills and wealth, these Chinese Pioneers are ready to create their own brands. But most of them do not know how and where to start.
You might wonder if China has its own brands at all, the answer is YES. In fact, there are lots and they are all massive, household names in China. But I guess none of you have heard any of them.
This raises another question – Why these big Chinese brands do not want to expand into the overseas markets? Here, are a few of my thoughts about why they have not expanded into overseas markets. In summary, too much hard work for too little gain. It’s not worth it.
Some leaders who have the Global Vision, the returns are very rewarding – e.g Aigo, an electronic gadgets company from Beijing, started making an appearance with F1 and then became a sponsor and merchandise partner of Manchester United earlier this year.
Because these leaders know that an internationally recognised brand must be recognised in China but not the reverse.
These brands tried, but have not been so lucky. We can see here why they got it so wrong.
Hopefully I have answered the question – where are the business opportunities in China for the British creative companies ?
To finish my speech today, I quote from a Chinese economist that “China is a private- sector economy” The 40million Chinese SMEs are YOUR potential clients.
Thank you!
I am sure that we are all familiar with the phrase “Made in China”. It is a part of our everyday life nowadays. But I wonder how many people know who or what is actually behind this global brand.
Our Government calls them the Chinese SMEs, I think of them as the ‘True Heroes,’ the reason I say that is that they have enabled millions of ordinary people to enjoy a good lifestyle without being rich. Unfortunately, at the same time, this brand, Made in China, is often associated with a perception of being cheap, representing poor quality and with little or no design.
Well, let’s leave the perception aside for a second. I wonder who can guess what the figures on the slide represent?
SMEs are now responsible for about 60% of China's industrial output, employ about 75% of the workforce in China's cities and towns and account up to 70% of the Chinese GDP.
Most of these SMEs are Private Enterprises which set up in the 1980s in response to the Chinese Economic Reform started in 1978.
It is estimated that there are 40 million Chinese SMEs , more than the combined total of SME’s in Europe and US.
It won’t take long for the Chinese entrepreneurs to work out the simple mathematics and realise how much they gain on the value chain here.
Are they happy to hold a piece of bone and sleep on it? The answer is NO!
It would be nice for a change …
After 30 years of accumulating skills and wealth, these Chinese Pioneers are ready to create their own brands. But most of them do not know how and where to start.
You might wonder if China has its own brands at all, the answer is YES. In fact, there are lots and they are all massive, household names in China. But I guess none of you have heard any of them.
This raises another question – Why these big Chinese brands do not want to expand into the overseas markets? Here, are a few of my thoughts about why they have not expanded into overseas markets. In summary, too much hard work for too little gain. It’s not worth it.
Some leaders who have the Global Vision, the returns are very rewarding – e.g Aigo, an electronic gadgets company from Beijing, started making an appearance with F1 and then became a sponsor and merchandise partner of Manchester United earlier this year.
Because these leaders know that an internationally recognised brand must be recognised in China but not the reverse.
These brands tried, but have not been so lucky. We can see here why they got it so wrong.
Hopefully I have answered the question – where are the business opportunities in China for the British creative companies ?
To finish my speech today, I quote from a Chinese economist that “China is a private- sector economy” The 40million Chinese SMEs are YOUR potential clients.
Thank you!
Tuesday, 6 October 2009
企业生命三部曲 -立足，创新和发展 Establishment，Innovation and Expansion
通过英中贸易协会（www.CBBC.org）的推荐，施特宝公司与国际视觉传播协会（IVCA）取得联系并一直持续不断地帮助国际视觉传播协会与中国大使馆商务处以及中央电视台欧洲站等中国机构积极联系与对话。
近期，我在国际视觉传播协会英国巡回的”中英论坛”中发表讲演。通过在中国和英国15年的工作经验，我深深地体会到交流的重要性。 不论是人与人之间的交流，还是一个品牌与消费大众的交流。特别是不同文化，不同信仰，不同社会价值观的群体更要很好地，有效地沟通。
英国的创意公司在传播企业信息技能上是世界闻名的，据估算，英国创意产业的总价值大约每年３０亿英镑。许多国家都寻求英国创意产业的专业知识和创新能力，而我们这些正在发展的中国企业更应该积极和充分利用英国的优势服务，争取最大的受益。
国际视觉传播协会为中国的企业提供一个与其成员公司建立互惠互利合作关系的平台，帮助中国企业增强内外积极有效的沟通和对话，从而帮助中国企业开拓西方市场。我们希望有足够多的中国企业可以获得与英国创意制作公司碰面的机会，讨论各种合作方式，帮助中国成长中的企业向企业内部员工和外界同时传播创新且有效的信息，从而有力提升他们在中国和西方宣传其品牌形象的能力．
在不久的将来，我们会不定期举办无数的交流研讨会。其主要目的是为中资企业和英国优秀的传媒公司建立一座沟通的桥梁以便未来的长期合作。我们真诚的希望通过这座桥梁帮助更多的中国企业在英国，在欧洲乃至全世界立足，生根和发展!
希望我们的服务成为积极推动和促进中资企业在英发展的引擎!
Subscribe to:
Posts (Atom)
