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‘Going Global’ a win-win game for both sides

(People's Daily Online)

17:07, June 04, 2012

Edited and translated by People's Daily Online

The “Going Global” initiative of Chinese enterprises could bring not only more funds and job opportunities to local places but also more potential customers to local enterprises. Therefore, it is a win-win situation for both sides.

The problem faced by both state-owned enterprises and private enterprises of China during “Going Global” course is that they cannot find right accesses and people in exploring overseas markets. Therefore, they have made great efforts, but local consumers still do not accept them and it is still hard for them to promote their brands and open local markets.

In detail, senior managers must “Go Global” first before enterprises “Go Global.” In international interactions, equality is emphasized very much. For example, when I am visiting a big internationally-renowned company, I could meet the president of the company directly. After senior managers have “Gone Global,” they could negotiate directly with the people controlling resources. It is a more effective way.

Second, before senior managers “Go Global,” they must improve their own internationalization abilities. Currently, the language abilities and knowledge structures of many Chinese senior managers still need improving. These people sometimes do not know what to do during a conference or party. For example, the tea break of an international conference is aimed at giving attendants opportunity to communicate and know each other, but Chinese entrepreneurs usually stick together and do not walk around and chat with others. It needs skills to “walk around.” Western entrepreneurs usually know who to talk to, what to say and how to say it, but most Chinese entrepreneurs do not. The conference and party are important links of the marketing, and Chinese senior managers should establish personal relationships with key figures of mainstream markets during these periods.

Third, the access must be found. The China Southern has successfully entered mainstream markets of Australia, New Zealand and Canada in recent years. Taking Australia as an example, we can contact directly with the Tourism Australia, and if we want to see somebody, the director-general of the Tourism Australia will introduce us to him or her and tell us what to do. During the Spring Festival of 2012, we went to Sydney to sponsor an activity. At that time, we invited the general managers of more than 10 most renowned travel agencies of Australia to have a dinner, I gave a speech, they asked questions, and then we chatted with each other. After the personal trust has established, the market will be opened, and the situation will be totally different.

During the course of “Going Global,” Chinese enterprises could keep raising their service levels of software and hardware by exercising themselves in the international market. Then, they will become more competitive in the international competitions.

In the past, while talking about Chinese enterprises “Going Global” to participate in the international competition, people usually think that Chinese enterprises will compete with foreign companies for the market and resources. But in fact, the China Southern Airlines' development in Australia has proved that Chinese enterprises could bring not only more funds and job opportunities to local places but also more potential customers to local enterprise. The “Going Global” of Chinese enterprises is a win-win situation for both sides.

Read the Chinese version at: 中国企业走出去是双赢, Source: People's Daily, Author: Tan Wangeng


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