Through the Swimming Goggles

Michael Liagine of MultiReach draws an analogy between Chinese Swimmers’ performance on Olympic Games and Chinese Corporations in Global Arena:

August 2004 was the time when the Olympic Games took place in Greece. Back then, I was a young enthusiastic student in Beijing. I remember myself following qualification heats and finals on TV while practicing Chinese characters. On my free time, I was swimming in a big Communist era swimming pool close to Wang Fu Jin at the center of Beijing.

As a swimming enthusiast, it was easy for me to notice the most significant change in that discipline- the phenomenal success of Chinese swimmers in the Olympic pool of 2012. It is amazing especially due to the fact that swimming was NEVER a traditional Chinese discipline like gymnastics, badminton or ping-pong. China began to develop swimming as a discipline hardly 10 years ago… and look where it has gotten. Nowadays, China is outperforming known swimming nations like Australia, Holland & Russia with raising stars like Sun Yang and Ye Shiwen, a 16 years old female who swam last leg of 400m Individual Medley faster than American super-star Ryan Lochte.

Overall medal count shows even more impressive results with China winning more Gold medals then any other team in both traditional and new disciplines (from China’s point of view) like tennis, track & field and others. During the “Cold War”, Olympic Games and other sport’s events, were always an opportunity for “Super Powers” to show their might. Back then, US and USSR were competing each other on the overall medal count. Today, all eyes are on China.

Thus,China’s performance in Olympic Games is applicable to the Business World. You get to see same determination and devotion both in Individuals and corporations inChina. Traditional and new emerging industries are rapidly closing the gap with western corporations, while spending on R&D is constantly growing and so does global presence. Hence, Chinese corporations account for 70 of Forbes’ 500 companies. Many of them evolved as leading global players in different industries. One notable example is the Telecommunications industry, where Chinese corporations ZTE & Huawei evolved in the last decade are dominating over legendary Motorola, Nokia, and Erickson.

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Inspiration

MultiReach in World Mobile Congress Barcelona 2012

Editing is almost done

Following our post “Shalom Journey” in which we told you about Micro-flm production MultiReach took part in, we are now delighted to share with you that according to our colleauges in Taiwan, editing work of the film is almost done. As said before, the purpose of “Shalom” Micro-film is to promote tourism from Taiwan to Israel hence, premiere is scheduled to be on July 20th in Taipei.
Meanwhile, the Lion Group (雄獅旅行社), the largest travel agency in Taiwan and its media company “XinMedia”, have aired the Website “Shalom Journey” introducing Trips & Attractions in Israel…Take a look.

 
First Trailer

And another Trailer

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Shalom Journey
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? 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 .

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 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.

Moscow-> Haifa-> Beijing-> Shanghai-> Taipei

“No talk, all action!”

A world with “No talk, All action” must be a wishful thinking for some of us but in this context it’s a slogan of a Global event – The Start-up weekend.  Startup Weekends are 54-hour events where developers, designers, marketers, product managers and startup enthusiasts come together to share ideas, form teams, build products, and launch startups! (Start-up weekend website).

The purpose of these weekends is mainly to allow Entrepreneurs (from both Technical & Business backgrounds) to find out if their startup ideas are viable. In 54 hours, Entrepreneurs (developers) have to pitch their idea with open mic, design and develop business plans while constantly streamlining their startup vision. Later they are expected to demo their prototypes, listen to judges’ feedback and in some cities, win prizes.

While start-up weekend website has the full list of cities hosting the event, we naturally chose to highlight only the following 5 events: Moscow will host “start-up weekend” on June 17-19.  Haifa, Israel’s Northern Port City, the home of the Technion Institute of Technology and the University of Haifa, as well as Intel’s development lab and the IBM and Microsoft R&D facility , would be hosting start-up weekend on June 22-24 (might be postponeג). Beijing will have a “start-up weekend” on June 24 – 26. Shanghai July 22. Taipei would be hosting it’s first ever “start-up weekend” on August 12-14 at the National Cheng-chi University.

MultiReach Facilitates investments between Israel, China & Taiwan, so if you are entrepreneur looking for business opportunities in these markets, leave us a comment and we’ll be happy to assist you in turning your Dream into a Successful Business!

Good Luck!