中国は常識を要求する
中国とのビジネスをすることの本質のための探求では、香港は歴史的に論理的な立ち寄り先を話している。 この動的city 7以上,000,000の人口によって、私達はDaniëlベンEzra、Spotz媒体の媒体によってディレクター団結する。 2005年12月、彼は彼のタイを断絶し、中国のために、ポケット・サイズ孤独な惑星と武装させていて着手した。 今のところ彼の調査結果は何であるか。 彼は中国のするビジネス中国人についての勝つ偏見を確認して、もか。 または彼は文化的な衝突の形態を払いのけるか。
中国、特に香港のビジネス懇願は精力的なDaniëlベンEzraに赤いぼろきれのよう、である。 これはある典型的なアジア離れ業に既に彼を導いた; ビジネス夕食のどんちゃん騒ぎの飲む競争への関係者のintimidating大半の段階管理された会合から。 但し、彼に従って、香港間の団体のギャップおよびヨーロッパは巨大なそれではない。 「当然ある相違がある。 なされる私達が通常しがちであるより約束はより容易である。 そして従って、それらは少し価値である。 これは中国人が、私の経験で、対立を避けるという事実のためにそうなったものであることができる。 その結果それらは」。意味するものを実際に理解しなくても約束を作って速い
階層
「中国人のそれとビジネスをするヨーロッパの方法を比較すれば、中国のネットワーキングの重要性は優先する。 さらに、決定はピラミッドの上で必ずなされる。 強い階層がある。 例えば、それはそれらが決定をするほとんど権限を有するので助手に話す時間の無駄である。 The Chinese are also very bureaucratic, they love the red tape of seals, multiple signatures and copies of forms.”
To put it differently: managing to get in at top level, and not attaching too much value to promises; is that what defines the key to success in Asia? “Of course you should never generalise. To give an impression: even in a relatively small city like Hong Kong, there is a big difference among its inhabitants. Between ‘real’ locals, people born in Kowloon or the New Territories, and Island Chinese. Island Chinese are often American Born Chinese, referred to as ABCs. A local Hong Kong Chinese often speaks poor English, is in general not very assertive and has specific cultural habits. On the contrary, an American Born Chinese is usually very westernized in his take on the world. In addition the inhabitants of Hong Kong, in comparison to the inhabitants of other Chinese cities, are better educated and more sophisticated. Foreigners can easily get by using English in this Metropolis, whereas on the mainland being able to speak a little Chinese generally proves to be of value.”
Trends
Apart from the demographic diversity, there are of course similarities between mainland China and Hong Kong. “The Chinese are equally ambitious and keen to profit from the growth of their super power. The country is developing itself just like the former British colony, to western standards of lifestyle and income. That does not necessarily mean that Europe or the United States of America set the tone. For example Japanese fashion is very trendy and pop stars from South Korea are very popular.”
Essence
When it boils down to how to successfully position yourself between all the other budding trendsetters, Daniël Ben-Ezra is more than emphatic. “The Chinese business culture is hard, ambitious and networking is very important. That demands versatility, determination and an open-minded approach, alongside the willingness to learn and work hard: common sense really. If, on top of that, you are able to communicate clearly, be polite and show respect to others, doors will open, which otherwise would have remained firmly closed. In my opinion, that probably is the key to business success in China!”
| Spotz Media, founded by Daniël Ben-Ezra and three associates, is a communications agency with offices in Hong Kong and Rotterdam (www.spotzmedia.com). The twenty-three year old Daniël Ben-Ezra works in Hong Kong as Media Director. “Spotz Media links Asia and Europe with a diversified staff and wide-ranging experience on both continents. The advantage of this setup is that we can spot trends and new possibilities in one place and apply them in another, with or without slight modifications. As we are smaller than big multinationals in the field, we are often able to offer more personalized services. This regularly leads to unorthodox, successful and effective forms of advertising.”
An example of a successful Spotz Media campaign is one developed for Sol Beer. This brand was recently added to the Carlsberg portfolio, which called for a brand awareness and loyalty campaign. “Teams of models in bikini were despatched to the hottest nightlife venues to shoot Photoflyers (www.photoflyerasia.com). Lucky recipients of these Photoflyers automatically participated in a game to win a trip to Mexico. By text messaging unique codes, participants could find out immediately if they had won. The response rate of the campaign was enormous. To be continued?” |
Printer friendly version of the interview “China demands common sense.”
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