? מה נדרש כדי למכור/לייצא לסין

השאלה השניה שאבא שלי שאל אותי בכל פעם שהתקשרתי אליו מטיוואן (שם למדתי את התואר השני שלי במנהל עסקים בסינית), הייתה:”נו? מצאת משהו שעוד אין בארץ ונוכל להיות הראשונים שנייבא אותו?”- אבא שלי הוא ללא ספק ראשון המאוכזבים מהעובדה שאיני מנצלת את השליטה בשפה הסינית ואת מערכת הקשרים הענפה שרקמתי לטובת ייבוא מוצרים לישראל. יחד עם זאת, לי היה ברור שמה שאני רוצה לעשות הוא לגמרי בכיוון ההפוך ממה שאבא שלי קיווה ולא בגלל שאני בת מרדנית (כי אני לא!)- רציתי למכור לסינים. הגאווה הלאומית שלי אמרה שמדינה שחרטה את נושא החדשנות על דגלה, חייבת להשקיע מאמצים בכיוון ייצוא לשוק המאתגר והענק הזה. כך נולדה מולטיריץ’

לשמחתי, יותר ויותר חברות ישראליות נושאות את עייניהן מזרחה. טוב זה הרי ברור, לסינים יש היום כסף והם מעוניינים במוצרים חדשניים. לצערי, רבות החברות הישראליות ש”פוסחות” על ייעוץ של גורם שלישי, כשהן מניחות שברגע שהתקשורת מתנהלת באנגלית (בין אם באמצעות מתורגמן או ישירות עם הצד הסיני)-  הוסרו כל המכשולים ואפשר לגשת לעבודת הכיבוש. לצערי, החברות האלה נכשלות במסע הכיבוש שלהן. השפה היא לא המכשול היחידי בפניו עומדות חברות זרות המבקשות להיכנס לשוק הסיני. הרבה מהסינים מדברים היום אנגלית. יחד עם זאת, ידיעת השפה הסינית תורמת ללימוד ולהבנת התרבות ו”להפלת חומות”. אז כמובן שאיני קוראת אתכם ללמוד סינית אבל כן כדאי להכיר את התרבות כדי להמנע משגיאות וכדי לתרום לתקשורת זמינה וזורמת עם הצד הסיני (לא מובן מאליו), שהרי רבים נתקלו בסיטואציה בה איש קשר סיני “נעלם” פתאום ואין דרך לאתר אותו.

 מולטיריץ’ מסייעת לחברות ישראליות להציג ולמכור את המוצר החדשני שלהן בסין וטיוואן. עבודת ההכנה שאנחנו עושים עם חברה ישראלית שמתכוונת להכנס לשוק הסיני, כוללת בדר”כ דיון ארוך בשאלה האם אכן יש לחברה את המשאבים הדרושים לצעד שכזה. בעיקר משאבים שקשורים באורך רוח וסבלנות. ומי שעשה כבר עסקים בסין – יודע שצריך הרבה אורך רוח…אבל לא רק. בטחון, רעב, מידע (פנימי), היכולת להגיד לא, וקבלה- אלה הן התכונות אותן מונה ד”ר ג’יימס צ’ן בוידאו הבא כהכרחיות לעשיית עסקים עם סין. ממליצה לכם לפנות שעה מזמנכם (אולי אחרי הפסקת צהריים כשיעילות העבודה ממילא נמוכה אצל מרביתנו) ולהקשיב להרצאה שהיא למעשה “התורה כולה על רגל אחת”. נשמח כמובן לענות על שאלות שלכם, נשמח שתגיבו כאן ושתשתפו את מי שהינכם חושבים שהמידע הזה יכול לסייע לו. 

חג אביב שמח! 

 תודה לידידנו מוטי בלאו ששיתף אותנו בסרטון המצויין .

Inspiration

This week we were honored to meet Asia’s best known endurance athlete, an ultramarathon runner from Taiwan- Mr. Kevin Lin (林義傑). Mr. Lin is visiting Israel these days, planning next year’s marathon along Israeli desert- the Negev crate 2013 run.   Lin chose to devote his remarkable achievements (e.g. crossing the Sahara desert in 2007 and completing an unprecedented 10,000-kilometer run of the Silk Road) in favor of supporting orphaned children around the world. Amazed by his enthusiasm, dedication and high level of social responsibly, our business talk had quickly become a talk about charity projects led by himself and a group of his friends. Thank you Mr. Lin for an inspiring evening!

MultiReach with Mr. Kevin Lin and a friend

MultiReach in Mobile World Congress Barcelona 2012

תערוכת Mobile World Congress 2012 שהתקיימה בשבוע שעבר בברצלונה היא ללא ספק האירוע הגדול של השנה בתחום המובייל. כיון שהתערוכה זכתה לסיקור תקשורתי נרחב, לא נלאה אתכם כאן בפרטים. למרות זאת, חשוב לציין שלישראל הייתה נוכחות מרשימה בתערוכה: כ- 140 חברות ישראליות הציגו בתערוכה (כ-10% מכלל החברות המציגות בה), מתוכן 100 במסגרת הדוכן של מכון הייצוא ו-40 נוספות שיציגו באופן עצמאי . ואולם, מי שבאמת גנבו את ההצגה השנה באופן לא מפתיע, היו ענקיות התקשורת הסיניות . אם לפני כעשור דיברו על תחרות בין Nokia לEricsson, הרי שהשנה נדמה היה שתערוכת המובייל עומדת בסימן מפגני ראווה של זי.טי.אי (ZTE) וחואה וויי(Huawei). הנה לכם הצצה…

מתנה ממולטיריץ’ לכבוד השנה החדשה

MultiReach’ing London VS. MultiReach’ing Johannesburg

As a Global Consulting & Business Facilitation firm- MultiReach had a very busy November: First, we had the very popular Traveling TV show “King of Adventure Taiwan” filming in Israel. Later we’ve met with delegations from China & Taiwan visiting world leading Conference & Exhibition for Water technologies- Watec. Last week of November was spent with one arm of MultiReach attending two conferences in London while the other arm was attending an important meeting with Chinese Telecom Company in Johannesburg.

London
This year has obviously been a real watershed year in terms of companies recognizing the value and scope of what apps represent to their future business activities. MultiReach was accompanying a very promising Israeli Start- Up Company offering a mobile analytic solution in two relevant conferences: Apps World Europe (29-30 November) held two days of discussion and insight around multi-platform apps, with some of the leading brands and individuals from around the industry gathering to examine the latest industry trends and where they’re leading us.

eMetrics Marketing Optimization Summit featured historically popular marketing analytics topics as well as the high-demand social media track, and two tracks focusing on mobile and media technologies and practices.
Shared wisdom and experiences of industry leaders, MultiReach is certain the Israeli Start-Up company would soon make headlines. Stay tuned!

Johannesburg
Our rich experience and deep understanding of Western and Chinese Cultural differences allow us to master in bridging those differences. MultiReach traveled to Johannesburg to accompany a well known Telecom solution provider in their meeting with a huge Chinese Telecom company. The meeting went very well and we are expecting long term cooperation between both sides.

WATEC’ing

The most exciting news in Israel this week were obviously related to Water. First, it was pouring all week- a real ”November Rain”. Second, it was the sixth year Israel’s WATEC- a three-day International Exhibition on Water, Renewable Energy and Environmental control that has drawn a global attention.

A record number of more than 240 people in 26 delegations from China & Taiwan have visited  this year’s Watec Exhibition & Conference.  The growing presence of Diplomatic delegations, Research Institute and Business people is a supporting fact to the grow interest in Israeli Innovation of Water technologies.

Hence, Israeli ministry of Industry, Trade, and Labor has signed memoranda of understanding agreement with Tianjin’s Water Authority to promote implementation of Israeli water technologies in projects in the city. Two memoranda of understanding in the fields of water technologies and small and medium business were also signed by Taiwanese Vice Minister of Economy Jung-Chiou Hwang and Industry, Trade and Labor Ministry Director-General Sharon Kedmi.

MultiReach at Watec 2011

“King of Adventure Taiwan” Visits Israel

The Israeli Ministry of Tourism is working to promote tourism from Taiwan to Israel after both sides have signed Visa Waiver agreement last May (affective since Aug. 2011).  As part of their efforts, the Ministry has invited one of Taiwan’s most viewed Traveling Show – King of Adventure (冒險王) for a 16 day journey in Israel.  “King of Adventure” leads the audience to different countries to experiences various local cultures. The show traveled to more than 60 countries around the world and was awarded with most prestigious prize of Broadcast television in Taiwan- The Golden Bell Prize in 2004, 2007 and 2009.

MultiReach had the pleasure to work with “King of Adventure” 5 people team led by the charming host Wayne (惟毅) during their* 16 days journey. Fascinated by the beauty of Israel and captured by the warmth of the Israeli people, we heard Wayne saying more than once that Israel is definitely a place he would like to visit again. From Golan Heights & Haifa to Jerusalem, Tel Aviv & Eilat, Wayne’s adventures in Israel will be all squeezed into 4 episodes broadcast in Taiwan’s SET TV (ch. 30) during coming December & January.

* Photos are available in MultiReach Profile on Facebook. To view photos, please click here.

“King of Adventure”  on SET TV (ch. 30)   冒險王- 三立電視台

7/12, 21/12, 4/1, 25/1    10 pm

1st episode : 以色列第一集 2011年 12月 7日

2nd episode :以色列第二集 2011年 12月21日

3rd episode :以色列第三集 2012年 1月 4日 

4th episode: 以色列第四集 2012年 1月25日

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Through the Swimming Goggles
Inspiration

MultiReach’ing TAIWAN

MultiReach is facilitating the flow of Technology & Investments between Israel & Asia. One vector of our work is related to business facilitation between Israeli and Taiwanese companies in Life Science and CleanTech industries. Beside the language barrier, which we feel is the least important, companies usually face challenges coming from cultural differences, they do not know how to overcome. These differences create different expectations at both parties, therefore, it is crucial to consult with an experience third party that is familiar with both cultures to manage their expectations. We feel that there’s a great room for Israeli-Taiwanese cooperation in these areas and are honored to promote it.

MultiReach met with one of Taiwan’s leading distributors in Medical Device industry to introduce them with Israeli Innovative implant for face lifting. There’s a growing interest in Israeli Medical Device technologies and we are expecting the first successful story of Israeli-Taiwanese cooperation in Medical device very soon.

Introducing Israeli Aesthetic solution to one of Taiwan's leading distributors in Medical Device

Very positive meeting at the BioMedical Engineering R&C center located in central Taiwan and looking to invest in Israeli innovative technologies and/or work on mutual clinical trails projects.

At the BioMedical Engineering R&D center

As part of their “Great Love Tour”, Da Ai TV crew supported by the Tzu Chi foundation, visited Israel last year (July 2010). DaAi TV is aired by satellite worldwide, and has millions of viewers in the Far East and America. The purpose of their visit was to cover the story of Israeli Water Technologies and MultiReach were honored to join their tour.

Meeting the wonderful ladies of Tzu Chi foundation

Maya & Michael of MultiReach,  graduated  Chinese MBA program at the Tamkang University. Here, they pay a visit to their adviser- Prof. Wang who holds the Dean position at the College of Management.

With Prof. Wang- Dean, College of Management, Tamkang University

At the Taiwan Water Corporation

And last but not least- Dr. Einhorn, head of the Jewish community in Taiwan and a dear person to our heart.

Late Sunday afternoon with honorable Dr. Einhorn

Chinese Style Entrepreneurial Marketing – Some Lessons to be Learned…

By Moti Blau *

 On their way to success, entrepreneurs, regardless of their origin, share the fact that they operate in an uncertain business environment, and lack many of the critical resources needed. As such, marketing done by entrepreneurs is very different from marketing of established firms. Established firms have accumulated market knowledge, managerial experience and financial resources, thus having the luxury to choose from a range of possible marketing strategies, and the ability to execute a variety of marketing plans. On the other hand, entrepreneurial firms, mostly young and small in nature, are short of these capabilities and resources, therefore resort to a different, less formal or methodical, marketing approach and techniques.

Set on the above background, Chinese entrepreneurial firms stand out with some unique marketing approach, which entails both advantages and disadvantages. Chinese entrepreneurs utilize their personal social network (known as Guanxi), and leverage on it quite significantly along their marketing processes.

At one end of the marketing process, this network is used to collect market information and to learn about new opportunities, such as unmet customers’ needs, which may lead to new product ideas and additional revenues. At the other end, these trust based relationships can be used cleverly to identify potential customers, as well as channel partners (distributors, agents etc.), reducing both risk and time to market. Clearly, doing business with someone you know is much easier than with someone you never met.

This leads to better responsiveness of the firm, reacting to market changes and finally may very well create a competitive advantage over entrepreneurs that lack such a network. Unlike other resources, such a network cannot be easily imitated or transferred.

Still, there are few distinct downsides to this entrepreneurial marketing approach of reliance on personal relationship network. Firstly, it takes quite some time and efforts to develop. Many of the Chinese entrepreneurs are young and their network is not very well developed, especially on the international front. Most Chinese firms have been starting to engage in international business only in recent years. Local relationships will not provide much advantage for firms wishing to export their products.

Therefore, a not surprising fact (and well documents) is that Chinese entrepreneurs are utilizing their connection network, of Chinese family and friends living abroad, in order to have access into foreign markets. Interestingly enough, one can find a similar approach with Israeli business people, who are seeking and utilizing the Israeli / Jewish connection. A distinct difference with Israelis is that they are building trust rather quickly with other Israeli or Jewish people. This might be explained by the fact that the overall Israeli / Jewish population is of fractional size of that of the Chinese, so ‘points of similarly’ might be recognized quicker.

The most notable disadvantage of this approach is that entrepreneurs stick too much to their existing network, and do not do enough to explore alternatives. They apparently ‘feel better’ at the comfort zone of their existing network. This means that possibly some better opportunities, attractive target markets, efficient routes to market or a more sustainable competitive position could be missed out. This may lead to potential lost revenues, lower profits or smaller market share.

Until few years back this might not seem to be such of a problem to Chinese entrepreneurs as they were very much sales oriented, focusing on having price advantages by lowering costs and increasing production efficiencies. They were basically reacting to western customers seeking for cheaper manufacturing outsourcing. This, however, changes gradually (or rapidly, depends on who is being asked) but surely. China is further opening up to foreign, in many cases very professional, firms and at the same time costs within China are rising.

Therefore cost leadership strategy may not be sustainable anymore for Chinese entrepreneur, so they must seek out more sophisticated marketing strategies. This is true for both entrepreneurial firms that operate within mainland China, as well as those that operated internationally, where competition has always been fierce. Based on its plans, the Chinese government is aware of these trends, and is putting much emphasis on fostering innovation as a source of competitiveness, rather than on low cost production.

In order to better response to these environmental changes and better compete, Chinese entrepreneurs need to embrace a more strategic and methodical approach to marketing. This means that choices should be evaluated more thoroughly and a longer term view of the market is to be taken (branding for example).

Analysing the market more objectively, having better defined marketing objectives, and formulating a more sophisticated targeting and differentiation are few areas of possible improvement for Chinese entrepreneurs. This does not necessarily mean that greater financial resources are required, on the contrary. Smaller firms that enjoy inherent flexibility are able to respond quicker to market opportunities, and do much more with much less. 

Better strategy means better utilization of existing resources, including social networks. Chinese entrepreneurs may need to try and explore new markets and marketing channels which are beyond their personal reach, as these may better fit their newly formed strategy. Trust can be expanded beyond the existing network by having professional processes in place and by improving quality of service for example. At the same time Chinese entrepreneurs can expand their network in a way which is synergetic to their strategy. This can be done by cooperating with seasoned, better connected entrepreneurs or managers which relate stronger to the relevant target market.

Raising awareness and increasing marketing knowledge base, among Chinese entrepreneurs, learning about new marketing methodologies and techniques, combined with strong networking capabilities, will definitely pose a serious challenge to western firms either in China or abroad. 

Moti Blau 鲍慕磾 (MBA, MCIM). An entrepreneur and international marketer, is the Managing Director of Proxy Marketing Solutions Ltd. Engaged since 20 years with international marketing and business development with the technology industries. As part of his activities Moti lectures on international SME marketing.

motib@proxy-ms.co.il ,www.proxy-ms.co.il

©  2011. All rights reserved to Proxy Marketing Solutions Ltd.