美國公司如何理解中國文化與國情

Opportunities&ChallengesforMultinationalsinChina:

LearningfromtheMicrosoftExperience

Kai-FuLee

CorporateVicePresident

MicrosoftCorporationTalkOutlineChinaOpportunity6IngredientstoSuccessinChinaMicrosoft’sPresenceinChinaEarlystrugglesRecentsuccessesConclusionChinaOpportunity

Hugegrowingmarket“ThesinglemostimportantthingtohappeninourlifetimewillbetheemergenceofChina.”

–JohnThornton,formerPresidentofGoldmanSachs

NowaProfessoratTsinghuaUniversityGDPgrowth9%peryearsince1978.Consumerssaving$1trillionperyear.2023:Chinabecame#1mobilephonemarket.2023:Chinawillbecome#2PCmarket.Next5Years:Software&servicesCAGR=50%!ChinaOpportunity

World’sLargestLaborForce

“Throughskillfulcontrolofresidency,China’s900millionruralresidentswillgraduallymovetocitiesandtakejobsinmanufacturingorinformationprocessing,perhapsat20-30millionperyear.ThiscouldgiveChinaasustainablesupplyoflow-costlaborforthenext20-30years.”

–KenichiOhmae,TheChinaImpact.TraditionalindustriesManycitieswithgoodinfrastructurePeopleinflowfromruraltocitiesExcellentprocess&know-howinmanufacturingKnowledgeeconomy150,000computergraduates/yearGreatemphasisoneducationButIT&softwaresignificantlylagIndiaMarketOpportunityisLucrativeVolkswagen40%marketshareinChinaMotorola20%ofglobalrevenuecomesfromChinaKodakIn4years,Chinawentfrom17thto2ndIntel$4+billionrevenueinChinaL’Oreal“Imagine,1.3billionlips!”

-LindsayOwen-Jones,CEO,L’Oreal.6IngredientstoSuccessinChina

Challenges&SuccessfulFormulaBuildstronggovernmentrelationshipsPlaybyChina’smarketrules

Makealong-termcommitmentThelocaleconomyisthetoppriorityNurturelocalpeople

Buildtrust,notPRBuildStrongGovernmentRelationships

UniquepowerofgovernmentRelationshipsrequiredatalllevelsThespiritofthelawmattersmoreChina'scultureisbuiltontrust,relationships,mutualrespect.Theconceptof"face"isveryimportant.AvoidsensitivitiesandfindeveryopportunitytomakeChinalookgoodNegotiationsarebottom-upandinformal.“Itcannotbeoverstatedtheimportanceofaccommodating

thegovernment."

—JohnStuttard,theNewSilkRoad.PlaybyChina’sMarketRulesExpecttorespect“Chinesemarket”Thegovernmentfortheirownreasonswhatrulestoapplyandwhotheywouldliketodobusinesswith.Whiletheyvalueglobalstandardpractices,theystillexpectMNCstoadapttolocalrules.Marketconditionschangerapidlyandoftenirrationallyduetoanimmaturemarketeconomy.

“WetakeprideinviewingourselvesasaverylocalcompanyinChina’” –MikeZafirobski,COOMotorolaMakeaLong-TermCommitmentContributeFirstandBenefitLater:EntitlementfrompowerofmarketMNCsmusthavelong-termcommitment.JV,investment,training,localpartnership,technology&know-howtransferFriendsmaybegivengreatopportunities

“Chinahasdiscovereditsleverage.Theynowsay‘Ifyouwantmarketaccess,giveustechnlogy’” –ErfeiLiu,ChairmanofMerrillLynchChinaLocalEconomyistheTopPriority

LocalcompaniesarealwayspreferredMNCsexpectedtohelpnurturelocaleconomyinexchangeforaccesstotheChinamarket(needtomoveupthevaluechain)Bonus:helplocalcompanybuildexportbusinessChinaoftenignoresinternationalstandardsandattemptstobuildChinastandardsIPProtectionisweakLawstoprotectlocalcompanies

“Don’tthinkChinesecompaniesdeservetolosetoforeigncompanieswhenforeigncompanieshaveabetterproduct.ItisdifferentthataforeignerismakingmoneyandnotaChinese.ThedownfallofChinesecompanieswillcomebacktohurtallcitizensofChina” –ProfessorTanHaoqiang,ITInfluentialinChinaNurtureLocalEmployeesChinaprefersMNCsthatdeveloplocaltalenttomakethemmorecompetitiveinternationally.Localtalentishighpotential,butinexperiencedSendoverqualified,seniorleaderswhointendtorepatriate

“MybossaskedmehowtoexpandtheIBMbusinessinChina.Iansweredfirstwehadtogrowthelocalpeople” –WilsonWong,firstChiefRepresentative,IBMChinaBuildTrust,notPRCorporateimagerequiresmuchmorethanPR.GoodcitizeninChinahelpinglocalcompaniesSinglemessage(likeChina’sown)=unifiedorg.“BoastingPR”isverynegativeinChinesecultureLow-profile&humilityismuchbetterPublicmediaisimmature,powerful,manipulatedWhilepositivePRmaynothelpacompany’simage,negativePRcandamageacompany’simage.MicrosoftInChinaCommercialSales&

Marketing1992:SetupBeijingOffice1995:SetupMicrosoftChinaLtd1996:SetupShanghai&GuangzhouOffices2023:300employeesGlobalTechnicalEngineeringCenter1998:established2023:300employeesMSITInnovationCenter/R&D/ATC2023:300employeesMSRAsia1998:established2023:150researchers+200internsJointVentures2023:2corporationsestablishedMicrosoftLowlightsinChinaMistakeson“respect”&“commitment”GovernmentprocurementlawPiracy&anti-Piracymeasures“Goodenough”softwareManagementturnoverCenterofmediaattentionSeveralstrongbutpersuasivecriticsMicrosoft’sRecentSuccessesBuildstronggovernmentrelationshipsPlaybyChina’smarketrules

Makealong-termcommitmentThelocaleconomyisthetoppriorityNurturelocalpeople

Buildtrust,notPRBuildStrongGovernmentRelationships

MicrosoftandChinaAnnounce

GovernmentSecurityProgram

AgreementBeijing,China,Feb.28,2023

SteveBallmersigns“GreatWall”collaborationwiththeMinistryofEducationREDMOND,Wash.--June27,2023

MicrosoftsharesWindowsSource:MicrosoftandChinaMinistryofSecurityOfficiallyOpensJointInformationSecurityTechnology

LabBeijing,China,July7,2023

PlaybyChina’sMarketRulesTwojointventuresSupporttrainingcenterPartnerwithlocalcompaniestocomplywithGovernmentProcurementLawMSRAnnualConferencelargestinChina.Partnerplans:freeend-to-endsupport,channels,MVPAsiaSummitMakeaLong-TermCommitmentMicrosoftResearchhelpsChineseuniversitiesResearchfunding,scholarships,internships.Articles&coursesbyMicrosoftresearchersonowninitiative.AddressdigitaldivideTechnicaljobtraining:thousandsofunemployedworkers5millionRMBdonationtohelphandicappedChineselearning

DonationsProjecthope–schools,infrastructures,networking.SARS–donations(companyandemployees)toChinaLocalEconomyistheTopPriority

TrainingSoftwarecolleges(MSemployeeisdean)AddingChinesepartnerstoGISVs:ElevatingcompanieslikeCS&St