Method again in 2010, I wrote Ten Reasons Chinese Companies Fail In The U.S. for Forbes Journal.
My high ten checklist in that article was as follows:
1. Chinese language corporations give attention to a Chinese language client, not an American one.
2. Chinese language corporations fail to comprehend how one reputation-damaging mistake in america can doom them without end right here.
3. Chinese language corporations fail to comprehend takes time for to make an influence in america and they’re often not keen to spend the money and time needed to take action.
4. Chinese language corporations focus an excessive amount of on the top end result (creating wealth), and by doing so, they sacrifice the professionalism that may enable them to attain long- time period success.
5. Chinese language corporations inform customers what they need as a substitute of listening to customers.
6. Chinese language corporations focus an excessive amount of on creating wealth within the quick time period, reasonably than on constructing the standard essential to maintain themselves in the long run.
7. Chinese language corporations fail to grasp how magnificence and design can distinguish their product from their rivals’s merchandise.
8. Chinese language corporations rely an excessive amount of on telephone calls and face-to-face conferences as a substitute of e-mail.
9. Chinese language corporations fail to make use of “easy and stylish designs.”
10. Chinese language corporations fail to comprehend their want to rent MBAs and people with native information.
The opposite day I obtained an e mail from a reader explaining why he favored this text a lot after which continuing to checklist out precisely how so most of the above issues apply to the Chinese language firm with which he works. The under is the e-mail, doctored to keep away from his firm ever with the ability to acknowledge them.
Your article was SO spot-on I needed to attain out to you. Let me first introduce myself.
I’m in a excessive degree advertising and marketing associated place for a Chinese language firm with a U.S. workplace. I’ve many years of excessive degree advertising and marketing expertise, some with Fortune 500 corporations. I’m pleased with my expertise and my contributions. This Chinese language firm presumably employed me due to my expertise and my previous accomplishments.
I took my present place to reinforce the gross sales facet of this Chinese language firm. In my first yr on the firm I quadrupled the gross sales of 1 division. Regardless of this I’m always being advised that gross sales on this division must be significantly increased and so they constantly forecast these increased gross sales though we don’t have the product in our warehouses to perform that. The excessive degree Chinese language executives on the firm merely don’t perceive that “American clients is not going to wait six months for his or her product to come back by boat from China.” How can any CEO undertaking such a forecast with out the stock? It is mindless and I reiterate this to administration until I’m blue within the face.
When it turned clear I used to be instrumental in growing gross sales, it was deemed “luck” by the Chinese language executives, together with the CEO.
All of the factors in your article I’ve fought about advert nauseum. I’ve by no means been so pissed off by a job. The shortage of designated obligations and titles to workers, the built-in cultural (and bluntly hinted at) expectations of working over 40 hours every week, “Chinese language fashion,” a not-so-subtle reference to People being “lazy,” and furtive “Chinese language conferences” are all features of working for Chinese language employers that depart us American employees lower than motivated.
I do know my scenario is hardly an remoted one. I’ve a European pal who bought fired at his giant Chinese language firm for attempting to replace the customer support coverage to be friendlier to patrons (they misrepresented their merchandise and didn’t grant refunds), and one other who was terminated after taking a stand in opposition to a faux product his firm was promoting as actual. There’s a weird mindset amongst many within the Chinese language enterprise neighborhood right here that US legislation is irrelevant.
Your level in regards to the Chinese language coming right here pondering the US market is just like the Chinese language market hit residence with me. Chinese language tastes are fairly completely different from American – we like completely different colours of merchandise, for instance. Once I regularly level this out, it falls on deaf ears.
#1 and #5 go hand-in-hand, as I’ve additionally introduced up the “Shouldn’t we be telling China what to make, as a substitute of China sending us product we will’t promote?” query. Not too long ago, the CEO requested the identical query, as if it have been an authentic thought, after all.
I additionally agree with you on how Chinese language corporations are likely to devalue “comfortable” competencies corresponding to advertising and marketing, regardless of a strong advertising and marketing technique being pivotal to enterprise success. At one level early on with the corporate, I unveiled my ideas on forming the corporate’s future advertising and marketing technique. After my gross sales group added its contributions, the CEO appeared dismissive of the proceedings, as if a few know-nothing Yanks have been telling him how you can run his enterprise.
Properly, we have been. We’re in it for the long run. We need to construct a superb model with a superb fame. Most significantly, we’re those with information of the American market and presumably that’s the reason we have been employed and that’s precisely what we have been supposedly tasked to do.
By the way in which, Level #1 made me chortle out loud, as a result of it jogged my memory of conversations I’ve had with the CEO.
BLOG NOTE: The under are typical conversations our China attorneys have had with Chinese language shoppers and have been what made this particular person chortle from Level #1:
Chinese language shoppers have pushed me batty by asking my views on issues I do know nothing about, after which fully ignoring my recommendation when I attempt to join them to actual consultants. The next are typical conversations:
Chinese language shopper: How a lot ought to we pay for that U.S. trademark?
Me: I do not know. I have no idea your trade effectively sufficient to have the ability to assist you on this. However, we have now labored with an organization that does nothing however worth IP and I might be completely happy to present you their identify.
Chinese language shopper: However what’s your finest estimate?
* * * *
Chinese language shopper: Ought to we begin promoting our product simply on the West Coast or ought to we begin out nationally?
Me: Troublesome query. It appears the reply hinges on the prices concerned and in your potential to arrange distribution networks. My agency doesn’t deal with questions like this (and even when we did, I don’t suppose it could make sense so that you can pay legislation agency charges for this info) however I might be completely happy to refer you to high notch enterprise consultants who do.
Chinese language shopper: Ought to we begin out in Los Angeles, Chicago or New York?
What are you seeing on the market? No actually, what are you seeing on the market when it comes to Chinese language corporations determining how to make it in America? I might love to listen to from what persons are seeing and listening to out within the subject.
February 9, 2023 Replace: For the final yr or so, a ton of Chinese language corporations have reached out to our attorneys to assist them get arrange in Mexico and although I’m discovering many of those corporations significantly extra refined and internationally savvy than these described above, for a lot of it’s a dangerous case of deja vu.
I really pulled this submit right now after talking with a Chinese language firm that requested me the place it ought to arrange its small manufacturing unit in China, even earlier than I knew what merchandise it could be making. I advised them that I didn’t know, however I might join them with somebody who did. Their response was to ask which I might select as between Monterrey and Tijuana. I advised them that I didn’t know and reiterated that I might join them to somebody who would know. They appeared very pissed off by my solutions.