China ist ein Magnet für Geschäfte. Aber Chris Cooijmans, Generaldirektor von Mol Logistik-, entdeckte aus erster Hand, daß Entgegengesetzte nicht notwendigerweise anziehen. Cooijmans reiste auf eine Geschäftsmission nach China mit einer Wölbung der Handeldelegation. In seiner Untersuchungstour des Exportmarktes, erfuhr er, daß es keine Garantie des Treffens der rechten Partner gibt.

Cooijmans wünscht Mol der Logistik-, Teil des Mol Gruppe, werden die Einfahrt zu Europa für den chinesischen Markt. Aber Erfolg ist noch irgendeine Weise aus. „Die chinesischen Unternehmer, die ich traf, waren hauptsächlich interessiert, an, Investoren zu finden. Vorläufig ziehen sie es vor, Steuerung über dem Geschäft zu halten selbst.“

Die Regierung

Während der Tour von China, erhält Mol Logistik-zu den verschiedenen Kontakten durch matchmaking Programme eingeführt. Cooijmans wird durch die Allgegenwart der Regierung in diesen geordneten Sitzungen erstaunt. „Die chinesische Regierung wird in alles, durch Sozial-, Planung oder ökonomische Interessen und Unterhaelte eine nahe Uhr miteinbezogen auf, was geschieht. Wenn Sie alles in der Werbung erzielen möchten, fangen Sie auf, dort ist keine Weise, Politik zu vermeiden.“ Jedoch sieht Cooijmans nicht notwendigerweise die politische Miteinbeziehung als ein Problem an. „Sie müssen eine Menge Aufmerksamkeit zu den Regierungsbeamten dich widmen und eine Weise finden, ihr Vertrauen zu gewinnen. Diese Beamten erwarten, gut unterhalten zu werden. Ich habe nicht eine Meinung über den. Es ist nicht besser oder schlechter als im Westen. Gerechte unterschiedliche.“

Verhaltenskodex

„Der Regierungseinfluß ist nicht die einzige Sache, die vom Westen sich unterscheidet. Communicating in China also calls for considerable adaptability. I do find the language a real problem. The increasing demand for interpreters means they are very expensive and only a few locals speak English. But there is an effective way to get over the language barrier: hire Chinese employees! I’m convinced that the only way to achieve something in China is to let Chinese people do business with the Chinese. They understand each other’s culture, have no language barrier and connect a lot easier. And there’s another advantage. It’s very difficult to monitor a Chinese partner from a distant country. A local Chinese representative means you avoid becoming the victim of a different business ethic, and having to learn the hard way.”

SWOT

As well as the enormous number of commercial opportunities, Cooijmans also sees a threat. There are many unreliable entrepreneurs, both Western and non-Western, who are keen to grab a slice of the economic growth. “That’s why I would personally never do business in China without checking carefully who is involved. Just as I would do here in the Netherlands. But I have the impression that, relatively speaking, there are slightly more untrustworthy elements in China who are trying to abuse the situation.”

Talking business

“If you are convinced of the reliability of your potential business partner, you have to decide on the angle for your conversation. Do not share all your business information at once or what you are looking for. Keep things superficial at first. It’s best to let your Chinese partner talk first. Deduce from what they say what this would mean for you. If you start by talking about your own ideas, there’s a risk the Chinese will invent a role for themselves in your plans. In my experience, the Chinese are extremely commercially driven and creative in that respect – but unfortunately, not always equally realistic.”

Where to start

“The easiest place to do a thorough reality check before you make commitments (to anyone) in the Far East is the Consulate. The officials there can inform you proper. They have addresses of lawyers and other institutions that can help you with legal issues, for instance. And they can tell you how to stay on track and meet the right people. If you then learn that a Mayor of a small village has more influence and status in your case than the CEO of a large national company, you know where to start. Just as in logistics, the fewer the diversions, the faster you reach your destination.”

Printer friendly version of the interview “Logistical Highway to China.”

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China is a magnet for businesses. But Chris Cooijmans, General Manager of Mol Logistics, discovered at first hand that opposites do not necessarily attract. Cooijmans travelled on a trade mission to China with a Camber of Commerce delegation. In his fact-finding tour of the export market, he learned that there is no guarantee of meeting the right partners.

“The easiest place to do a thorough reality check before you make commitments (to anyone) in the Far East is the Consulate. The officials there can inform you proper. They have addresses of lawyers and other institutions that can help you with legal issues, for instance. And they can tell you how to stay on track and meet the right people. If you then learn that a Mayor of a small village has more influence and status in your case than the CEO of a large national company, you know where to start. Just as in logistics, the fewer the diversions, the faster you reach your destination.”