在对做生意精华的搜寻与中国，香港历史上讲一个逻辑沿途停靠的港口。 在这动态city 与人口超过7百万，我们与Daniël本Ezra， Spotz媒介媒介主任合作。 2005年12月，他切断了他的领带并且为中国开始了，用一个能入口袋的偏僻的行星武装。 到目前为止什么是他的研究结果？ 他可以证实战胜的偏见关于中国人和做事务在中国？ 或他是否打消文化碰撞的任何形式？
中国，特别是香港的企业呼吁，是象一块红色旧布对精力充沛的Daniël本Ezra。 这已经带领了他入一些典型的亚洲看家本领; 从一次阶段被处理的会议以intimidating大多数参加者，对狂欢饮用的竞争在工作晚餐。 然而，根据他，香港之间的公司空白和欧洲不是巨大的那。 “当然有有些区别。 比我们通常倾向于做是更加容易被许下的诺言。 并且，他们有价值。 这可能归结于事实中国人，在我的经验，避免冲突。 结果他们是快许下诺言，即使他们真正地不了解什么您意味”。
阶层
“如果您做生意欧洲方式与那中国人比较，网络的重要性在中国是至高无上的。 而且，决定不变地做出在金字塔的上面。 有一个强的阶层。 例如，因为他们有很少或没有当局做出决定，它是浪费时间谈话与助理。 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!”
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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?”
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Printer friendly version of the interview "China demands common sense."
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