China is een magneet voor ondernemingen. Maar Chris Cooijmans, Algemene Manager van de Logistiek van Mol, ontdekte bij uit de eerste hand geen die de tegengestelden noodzakelijk aantrekken. Cooijmans reiste op een handelsopdracht naar China met een Welving van de delegatie van de Handel. In zijn onderzoeksreis van de exportmarkt, leerde hij dat er geen waarborg van het ontmoeten van de juiste partners is.

Cooijmans wil de Logistiek van Mol, een deel van de Groep van mol, worden de gateway aan Europa voor de Chinese markt. Maar het succes is nog weg één of andere manier. De „Chinese ondernemers dat ik samenkwam waren hoofdzakelijk geinteresseerd in het vinden van investeerders. Op het ogenblik, verkiezen zij controle over de zaken te houden zelf.“

De overheid

Tijdens de reis van China, wordt Van de mol- Logistiek die aan diverse contacten door matchmaking programma's wordt geïntroduceerdd. Cooijmans wordt verbaasd door omnipresence van de overheid in deze belegde vergaderingen. De „Chinese overheid is betrokken bij alles, door sociale, plannende of economische belangen, en houdt dicht toezicht op wat gebeurt. Als u om het even wat op het commerciële gebied wilt bereiken, is er geen manier om politiek te vermijden.“ Nochtans, beschouwt Cooijmans noodzakelijk niet de politieke betrokkenheid als probleem. „U moet heel wat aandacht schenken aan overheidsambtenaren en een manier vinden om hun vertrouwen te winnen. Deze ambtenaren denken goed worden onderhouden. Ik heb geen advies over dat. It’s no better or worse than in the West. Just different.”

Code of conduct

“The governmental influence is not the only thing that differs from the West. 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.”