800字精华!吴晓波、秦朔、林雪萍等关于企业出海的最新观点
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">9月9日,2024出海高峰论坛在海丝陆丝交汇点厦门正式举行。经历了共计8个多小时密集交流后,与会的近千名企业家与10多位来自学界、企业界、海外的嘉宾<span style="color: black;">一块</span>,分享了关于中国企业出海的新见解与新体会。正如吴晓波老师所言,这一轮的出海与当年其他国家<span style="color: black;">区别</span>,是中国中小型企业<span style="color: black;">乃至</span>创业者密集出海,<span style="color: black;">因此呢</span>更需要握手成盟、抱团取暖,而<span style="color: black;">这次</span>论坛上的经验,<span style="color: black;">期盼</span>能为企业家们出海耕作<span style="color: black;">供给</span>养分。本文<span style="color: black;">选择</span>整理了其中8位嘉宾的演讲精华,分享给<span style="color: black;">大众</span>。</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">整理 / 巴九灵 (<span style="color: black;">微X</span>公众号:吴晓波频道)</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://q9.itc.cn/q_70/images03/20240910/e1e439b8550f40eba0133b59b0f153d3.jpeg" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">学者、一线观察者</span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://q2.itc.cn/q_70/images03/20240910/8a8373134208443194c2cd5e7883f5af.jpeg" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">吴晓波 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">财经作家</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">《生而<span style="color: black;">全世界</span>》</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">倘若</span>要总结日本当年的出海,有四个<span style="color: black;">显著</span>特征。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">第1</span>,当年8万家出海企业,50%在北美,20%在欧洲,12%在亚洲。如今美国和欧洲仍然是优秀的消费市场和投资市场。但这次中国出海的大部分企业,超过70%以上可能会去中美博弈下的中间国家,像东南亚国家、东北亚国家、中东国家、非洲国家、墨西哥……</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">第二,<span style="color: black;">全部</span>投资<span style="color: black;">行业</span>基本在四个<span style="color: black;">行业</span>:25%制造业,25%金融保险,25%不动产,25%其他服务业。而中国这次出海,制造业、矿业和流通业可能会占到非常高的比例。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">第三,日本的<span style="color: black;">基本</span>性<span style="color: black;">开发</span>和核心零部件<span style="color: black;">始终</span>留在本土,直<span style="color: black;">迄今</span>日,日本的制造业<span style="color: black;">无</span>空心化。我<span style="color: black;">期盼</span>这<span style="color: black;">亦</span>是<span style="color: black;">将来</span>中国企业家出海所需要保持的一种能力。我仍然是一个狭隘的爱国主义者,仍然<span style="color: black;">期盼</span>这个国家的产业在这一次出海中能<span style="color: black;">作为</span>新的增长极,而不会变得空心化。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">第四,日本在20年里基本完<span style="color: black;">成为了</span>从“出口至上”到“现地主义”的转型。当墨西哥、沙特、柬埔寨等国家欢迎<span style="color: black;">咱们</span>来投资,目的是振兴<span style="color: black;">她们</span>国家的产业经济,要实现所有产业本体的在地化,和当年中国承接发达国家产业<span style="color: black;">同样</span>,这是一件双向奔赴的美好事情。<span style="color: black;">倘若</span>形成以本国为主的单向思维,就可能产生无数的摩擦。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">当然,日本的出海有不少值得<span style="color: black;">咱们</span>借鉴的部分,我总结了一下,大概有6个问题,今天的中国出海企业可能都会碰到。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">①对当地国家政策的适应能力。</span></strong><span style="color: black;">每一个国家对产业、对环保,都有非常<span style="color: black;">区别</span>的现行制度,<span style="color: black;">咱们</span>要<span style="color: black;">奋斗</span>适应。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">②对当地工会制度和社区文化的适应能力。</span></strong><span style="color: black;">2020年以前,我曾经到华南地区调研,碰到几位企业家,<span style="color: black;">她们</span>曾去过东南亚去投资,但最后都回来了。<span style="color: black;">为何</span>?</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">第1</span>,产业配套不成熟。哪怕是一只电饭煲,越南都<span style="color: black;">无</span>零部件的配套能力。尽管劳动力较为便宜,但<span style="color: black;">安置</span>于<span style="color: black;">全部</span>配套协同中,成本相对较高,<span style="color: black;">同期</span>3个越南<span style="color: black;">熟悉</span>技术工人<span style="color: black;">才可</span>抵中国1个。<span style="color: black;">另外</span>,越南有独立的工会,对外企<span style="color: black;">需求</span>高,中国企业可能很难适应。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">③派遣员工与当地员工的融合性。</span></strong><span style="color: black;">我在调研日本企业的时候,<span style="color: black;">重视</span>到两个细节。一个是当地的<span style="color: black;">非常多</span>日本高管在<span style="color: black;">一块</span>开会时,<span style="color: black;">尽可能</span>不关门。哪怕讲日语,门<span style="color: black;">亦</span>得开着。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">二是外派员工的时候,在业绩<span style="color: black;">第1</span>名和业绩第二名之间选,日<span style="color: black;">自己</span>会派第二名。<span style="color: black;">由于</span>销冠会把在日本的成功经验变成“手铐”带到在地国去。反倒是第二名有野心,有饥饿感,在日本干<span style="color: black;">不外</span>,那就到马来西亚干出一个新模样,他反倒会<span style="color: black;">得到</span><span style="color: black;">有些</span>新的经验。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">还有<span style="color: black;">有些</span>很小的细节。<span style="color: black;">例如</span>每年日本企业会请当地优秀员工,包机票带<span style="color: black;">她们</span>到日本本土工厂参观,让<span style="color: black;">她们</span><span style="color: black;">认识</span>两个国家文化的差异性,还会不<span style="color: black;">按时</span>邀请当地市长、议员来企业考察,慢慢让日本企业和<span style="color: black;">全部</span>社区形成互通。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">或许这对<span style="color: black;">将来</span>想走出去的中国企业<span style="color: black;">来讲</span>很难。我在海外看到<span style="color: black;">非常多</span>中国工厂,大多用铁栅栏围起来,在<span style="color: black;">一块</span>还不讲普通话,讲家乡话。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">我们需要适应和印尼人在<span style="color: black;">一块</span>,和墨西哥人在<span style="color: black;">一块</span>,和印度人在<span style="color: black;">一块</span>,适应<span style="color: black;">她们</span>的文化,<span style="color: black;">咱们</span>可能要用手抓着吃饭。看上去仅仅是设立工厂,<span style="color: black;">实质</span>上是人与人之间的融洽,不仅是语言的问题,<span style="color: black;">亦</span>是在吃手抓饭时画出的一条无形的鸿沟。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">④核心技术的梯度转移问题。</span></strong><span style="color: black;"><span style="color: black;">那些</span>技术出海,<span style="color: black;">那些</span>技术留在中国?中国大型企业有<span style="color: black;">非常多</span><span style="color: black;">科研</span>所,像海尔、格力、美的这3家家电企业,每家企业有1000家<span style="color: black;">科研</span>所。<span style="color: black;">倘若</span>核心技术走出去,要思考怎么能和中国金字塔形成一种协同性。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">⑤供应链的培育和整合。</span></strong><span style="color: black;">日本企业出海曾度过了非常漫长的供应链整合期。这次峰会能够和像建发<span style="color: black;">这般</span>的企业聚合在<span style="color: black;">一块</span>,事实上加强了中国企业出海的避险能力。更为关键的是,今天中国一箱货运到加拿大只需44小时了,中国<span style="color: black;">机构</span><span style="color: black;">已然</span>形<span style="color: black;">成为了</span>很强的供应链整合能力,<span style="color: black;">她们</span><span style="color: black;">晓得</span>制造企业、贸易企业出海的<span style="color: black;">各样</span>各样的<span style="color: black;">需要</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">⑥母<span style="color: black;">机构</span>对海外<span style="color: black;">机构</span>的融资和担保。</span></strong><span style="color: black;">日本企业在完成初始投资之后,母<span style="color: black;">机构</span><span style="color: black;">再也不</span>对海外<span style="color: black;">机构</span>进行任何融资担保。中国<span style="color: black;">机构</span><span style="color: black;">将来</span>会怎么样,<span style="color: black;">亦</span>是<span style="color: black;">将来</span><span style="color: black;">咱们</span>需要探索的一件事情。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://q6.itc.cn/q_70/images03/20240910/8742e3ecb3fa45d6b626fdf58999f432.jpeg" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">王志纲 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">中国著名战略咨询专家</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">智纲智库(王志纲工作室)创始人</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">《中国式<span style="color: black;">全世界</span>化》</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">迄今为止,人类历史上<span style="color: black;">出现</span>过3次半<span style="color: black;">全世界</span>化,<span style="color: black;">第1</span>次是“两牙”,葡萄牙和西班牙。但在<span style="color: black;">全世界</span>化过程中靠殖民掠夺和抢劫,<span style="color: black;">无</span>经营,更谈不上建设。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">第二次以荷英为<span style="color: black;">表率</span>的<span style="color: black;">全世界</span>化,它是重商主义的<span style="color: black;">全世界</span>化,它认为<span style="color: black;">商场</span>贸易胜过抢劫和掠夺,把文明与秩序推广到了全世界。<span style="color: black;">亦</span>把现代商品制度的<span style="color: black;">非常多</span>方式、<span style="color: black;">办法</span>带向了全世界。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">第三次是美国,<span style="color: black;">创立</span>了联合国,国际货币基金组织和世界银行,以和平的手段实现了霸权交接。基本上把金融霸权、军事霸权、政治霸权、文化霸权统一到手里,但帝国的辐射性越强,<span style="color: black;">守护</span>成本<span style="color: black;">亦</span>就越高,美国<span style="color: black;">此刻</span><span style="color: black;">亦</span>在支撑。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">所说</span>的半次,是以日韩为<span style="color: black;">表率</span>,但更像是国际化,而不是<span style="color: black;">全世界</span>化,在美国的体系与荫庇之下实现了产业的转移和<span style="color: black;">全世界</span>布局。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">怎么看中国式<span style="color: black;">全世界</span>化?</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">◎ </span></strong><span style="color: black;"><span style="color: black;">首要</span>,<span style="color: black;">倘若</span><span style="color: black;">无</span>中国的现代化,谈不上中国式<span style="color: black;">全世界</span>化。现代化与<span style="color: black;">全世界</span>化一体双生。经过四十年的发展,中国<span style="color: black;">已然</span>变<span style="color: black;">成为了</span><span style="color: black;">第1</span>制造业大国。<span style="color: black;">此刻</span><span style="color: black;">全部</span>中国工业产能占<span style="color: black;">全世界</span>33%,中国顶多能消化掉15%,还有一半以上,在贸易<span style="color: black;">守护</span>主义和安全供应链越来越重要的今天,必须从<span style="color: black;">制品</span>出口变成产能出海。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">◎</span></strong><span style="color: black;">其次,中国走向<span style="color: black;">全世界</span>化是五个<span style="color: black;">全世界</span>化,<span style="color: black;">第1</span>是<span style="color: black;">制品</span>出海,第二是品牌出海,第三是<span style="color: black;">商场</span>模式出海,第四是文化出海,第五是供应链出海。<span style="color: black;">这里</span>之前,中国的<span style="color: black;">全世界</span>化是自发的,是杂乱无序的,<span style="color: black;">此刻</span>必须有战略性的高度认同,有秩序、有规律。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">◎ </span></strong><span style="color: black;">第三,</span><strong style="color: blue;"><span style="color: black;">中国要走向<span style="color: black;">全世界</span>化,最好的方式<span style="color: black;">便是</span>走出去、请进来:<span style="color: black;">制品</span>走出去、服贸走出去、文化走出去,把人请进来。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://q0.itc.cn/q_70/images03/20240910/22f8e5955dac4f3498665d76c8f53057.jpeg" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">林雪萍 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">《供应链攻防战》作者</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">《<span style="color: black;">全世界</span>化2.0的供应链攻防战》</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">所说</span>出海之道,<span style="color: black;">能够</span>参考德国和日本。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">德国除了有“隐形冠军”和“双元制”,在出海的时候还有一个叫AHK的海外商会。这种海外商会有一个<span style="color: black;">尤其</span>重要的<span style="color: black;">功效</span>,<span style="color: black;">便是</span><span style="color: black;">帮忙</span>德国在中国的企业进行连接,<span style="color: black;">作为</span><span style="color: black;">守护</span>德国“隐形冠军”的“护卫舰”。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">德国总理舒尔茨来中国上海的时候,会顺路去拜访上海AHK商会,说明该海外商会与本国政府的连接非常强。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">日本的综合商社<span style="color: black;">亦</span>类似。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">当泰国<span style="color: black;">作为</span>日本的出口基地之一时,日本的三菱商社和五十铃汽车,<span style="color: black;">能够</span>搞定制造、零部件、零售、经销商、消费者信贷等几乎<span style="color: black;">所有</span>环节,相当于与本国企业打<span style="color: black;">协同</span>战。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">泰国<span style="color: black;">做为</span>世界上仅次于美国的皮卡王国,如今正在积极地拥抱电动汽车,<span style="color: black;">日前</span>日本在这方面<span style="color: black;">无</span>竞争力,这对中国<span style="color: black;">来讲</span>是一个很好的机会。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">泰国当地的汽车零部件协会曾和我说,<span style="color: black;">她们</span>当地有600家厂家,<span style="color: black;">然则</span><span style="color: black;">无</span>一个能够<span style="color: black;">把握</span>汽车电子技术。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">咱们</span><span style="color: black;">亦</span><span style="color: black;">能够</span>参考<span style="color: black;">她们</span>的商会和商社的形式,与<span style="color: black;">咱们</span>国家的商社<span style="color: black;">协同</span>,与泰国当地的汽车企业进行链接。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">从今天来看,中国企业的出海不是为了躲避成本,<span style="color: black;">亦</span>不是在规避<span style="color: black;">危害</span>,而是要借这个机会,去改变企业的性质,<span style="color: black;">作为</span>真正的<span style="color: black;">全世界</span>化企业。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">因此</span>如今<span style="color: black;">全世界</span>的每一张国家地图,都值得重新看一遍。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">此刻</span>有一种非常危险的现象,<span style="color: black;">每一个</span>国家都变<span style="color: black;">成为了</span>一个想象体。<span style="color: black;">例如</span>一说非洲,肯定说脏乱差、<span style="color: black;">尤其</span>穷;一说墨西哥,<span style="color: black;">便是</span>危险品泛滥;一说越南,<span style="color: black;">便是</span><span style="color: black;">不愿</span>加班;一说印度,<span style="color: black;">便是</span>有查账<span style="color: black;">危害</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">但这些都是<span style="color: black;">针对</span>文化的理解。在非洲扎下根的企业都在闷声赚大钱;墨西哥是个跑丢了赛道的优秀选手,市场化做得非常好,<span style="color: black;">亦</span>有很好的人口纺锤结构;越南这个国家的可塑性非常强,越南人<span style="color: black;">亦</span>有向上、<span style="color: black;">巴望</span>生活改善的活力。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">因此</span>“大出海”不是要去规避成本,而是要去获取价值,要重新去理解<span style="color: black;">全世界</span>的地理空间对<span style="color: black;">咱们</span><span style="color: black;">寓意</span>着什么。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">最后总结下来,<span style="color: black;">咱们</span><span style="color: black;">此刻</span>面临的问题是,经验是断裂的,<span style="color: black;">每一个</span>企业都要避免“火鸡思维”:</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">火鸡在每一天早晨都心安理得地用早餐,<span style="color: black;">忽然</span>在感恩节的那一天,它的命运面临急剧的变化。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">针对</span>企业来讲,不管是大企业还是小企业,每一个企业在这次的出海过程之中,不要<span style="color: black;">由于</span>一时躲避成本,就去算计短期两三年,而是要放到更长的时间轴,面向<span style="color: black;">将来</span>5年到10年进行规划。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">那时<span style="color: black;">必定</span>是中国再去<span style="color: black;">全世界</span>化,实现<span style="color: black;">全世界</span>版图中国化的局面。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://q3.itc.cn/q_70/images03/20240910/acff6b43492d4ceea41a0e2cacce7662.jpeg" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">秦朔 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">人文财经观察家</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">《出海十策——<span style="color: black;">全世界</span>化时代的<span style="color: black;">存活</span>法则》</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">中国产业有走出去的底气。中国人勤劳、勇敢、爱学习,既<span style="color: black;">能够</span>做全世界的工人和工程师,将来还能当好全世界的服务生和<span style="color: black;">专家</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">然则</span>,中企出海<span style="color: black;">亦</span>在遭遇不确定性的<span style="color: black;">困惑</span>。<span style="color: black;">此刻</span>世界形势动荡<span style="color: black;">繁杂</span>,地缘政治挑战风高浪急,暗礁和潜流又多,对应变能力提出了更高<span style="color: black;">需求</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">因此</span>今天,我想从十个方面展开讲讲,中企出海应该<span style="color: black;">怎样</span>把握机遇和规避<span style="color: black;">危害</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▶▷</span></strong><span style="color: black;"><span style="color: black;">第1</span>,中国企业要结合<span style="color: black;">自己</span>特征和<span style="color: black;">目的</span>市场,制定清晰而有效的出海战略。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▶▷</span></strong><span style="color: black;">第二,要<span style="color: black;">按照</span>自己的出海战略,来确定进入<span style="color: black;">目的</span>市场的方式。进入<span style="color: black;">每一个</span>市场前,都要充分<span style="color: black;">思虑</span>当地的可接受情况。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▶▷</span></strong><span style="color: black;">第三,出海伊始,<span style="color: black;">咱们</span>就要高度<span style="color: black;">注重</span>企业治理和合规体系。<span style="color: black;">非常多</span>中国企业的习惯是,先不择手段把市场打下来,<span style="color: black;">而后</span>再“洗白上岸”。在国际市场<span style="color: black;">倘若</span>还这么做,就会留下巨大的隐患。合规不关乎挣钱,关乎声誉乃至生死。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▶▷</span></strong><span style="color: black;">第四,<span style="color: black;">咱们</span><span style="color: black;">不可</span>强行把中国模式硬套到国际市场,要承认并尊重文化差异。举个例子,在中国,<span style="color: black;">通常</span>很少有企业会借钱给员工。<span style="color: black;">然则</span>在有些国家,员工有寅吃卯粮的习惯,你就得同意<span style="color: black;">她们</span>预支工资。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▶▷</span></strong><span style="color: black;">第六,中国企业出海,要顺应“<span style="color: black;">全世界</span>资源+中国供应链+本地场景”的规律。中东有一个叫Yalla的在线娱乐平台,在当地只招了150名员工,在杭州却有600人的设计和<span style="color: black;">开发</span>团队。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▶▷</span></strong><span style="color: black;">第七,大企业出海,<span style="color: black;">必定</span>要整合IT资源,要根据业务<span style="color: black;">分部</span>的<span style="color: black;">需要</span>来<span style="color: black;">调节</span>IT团队。IT<span style="color: black;">分部</span>与业务<span style="color: black;">分部</span>要展开密切合作,结合业界趋势,<span style="color: black;">帮忙</span>企业制定有竞争力的业务模式及业务流程。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▶▷</span></strong><span style="color: black;">第八,中国企业出海,要从国内供应链思维,转型为<span style="color: black;">全世界</span>供应链思维。<span style="color: black;">例如</span>说联想电脑,就不<span style="color: black;">必定</span>是Made in China,<span style="color: black;">亦</span>可能来自联想的海外工厂,<span style="color: black;">乃至</span>是友商的代工厂,这就叫“混合制造,<span style="color: black;">全世界</span>交付”。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▶▷</span></strong><span style="color: black;">第九,ESG不仅是必修课,<span style="color: black;">亦</span>是企业竞争力的重要<span style="color: black;">源自</span>。在中国,一家企业大谈经济<span style="color: black;">专题</span>,会被<span style="color: black;">非常多</span><span style="color: black;">媒介</span><span style="color: black;">报告</span>。但海外<span style="color: black;">媒介</span>对这个不感兴趣。而<span style="color: black;">倘若</span>你搞了ESG活动,却很容易<span style="color: black;">得到</span>海外<span style="color: black;">媒介</span>关注。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▶▷</span></strong><span style="color: black;">第十,中企出海,要给别人留出空间,不是卷赢而是助赢。<span style="color: black;">非常多</span>国家并不<span style="color: black;">爱好</span>中国企业的竞争手段。<span style="color: black;">例如</span>为了防止中国企业周末<span style="color: black;">亦</span>不<span style="color: black;">休憩</span>加班,德国有的<span style="color: black;">地区</span>会在周五下班的时候,强制关掉整栋办公楼的电源。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">总而言之,<span style="color: black;">仅有</span>把硬实力和软实力结合起来,<span style="color: black;">才可</span>让出海之路走得更稳、更<span style="color: black;">很久</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://q2.itc.cn/q_70/images03/20240910/9ac2c8a113004a6bba198c114a94fcff.jpeg" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">周瑞 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">法国桥智库(The Bridge Tank)主席</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">《大趋势与中国企业走出去:</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">演讲规避<span style="color: black;">危害</span>的<span style="color: black;">全世界</span>化中<span style="color: black;">拥有</span>影响力的<span style="color: black;">长时间</span>战略》</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">全世界</span>化<span style="color: black;">日前</span>是许多争论的主题,<span style="color: black;">区别</span>的国家对<span style="color: black;">全世界</span>化是自然过程还是<span style="color: black;">危害</span>抑或是两者兼而有之,有<span style="color: black;">区别</span>的看法。从某种程度上而言,“去<span style="color: black;">危害</span>”与“<span style="color: black;">危害</span>厌恶”<span style="color: black;">区别</span>,<span style="color: black;">由于</span>它是在中欧关系的背景下提出的,<span style="color: black;">因此呢</span>与<span style="color: black;">商场</span><span style="color: black;">行径</span>相比,这更<span style="color: black;">显著</span>是一个政治议题。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">Globalization is currently the subject of much debate, with different countries having different perspectives on whether it is a natural process or a risk… or in fact both. "Risk aversion" is different as de-risking as it has been raised in the context of Sino-European relations, so it is clearly an issue of political vs commercial way to approach business.</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">欧洲的“去<span style="color: black;">危害</span><span style="color: black;">认识</span>”<span style="color: black;">亦</span>影响了美国。为避免极端的脱钩,欧洲的许多<span style="color: black;">机构</span>仍然<span style="color: black;">期盼</span>与中国合作,尽管关于<span style="color: black;">怎样</span>与中国合作仍然存在争论,而在美国,可能有几家<span style="color: black;">机构</span>想要与中国合作,但<span style="color: black;">不可</span>公开地说想与中国合作。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">De-risking philosophy in Europe has also influenced the United States, refraining from more extreme de-coupling; many companies in Europe still want to work with China, even though there is still a debate about what to do with China, whereas in the United States several might want but you cannot openly say that you want to work with China.</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">我观察欧洲和中国<span style="color: black;">已然</span>25年了,我认为欧洲和中国之间的<span style="color: black;">商场</span>合作<span style="color: black;">潜能</span>仍然巨大。<span style="color: black;">倘若</span><span style="color: black;">咱们</span>能够从工业、<span style="color: black;">商场</span>、技术平衡的<span style="color: black;">方向</span>促进合作,<span style="color: black;">倘若</span>能够重新设计正确的投资策略和管理<span style="color: black;">保证</span>政治影响力,<span style="color: black;">咱们</span>仍然有很大的<span style="color: black;">潜能</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">Ive been watching Europe and China for 25 years, and I think theres still a huge potential for business cooperation between Europe and China. If we can promote cooperation from a balanced industrial, commercial, technological point of view, and if one can design the right investment strategies and management to re-assure political leadership, there is still a lot of potential for us.</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">法国行业界的<span style="color: black;">表率</span>或欧洲的行业<span style="color: black;">表率</span>都<span style="color: black;">晓得</span>,<span style="color: black;">她们</span>需要继续在中国市场进行技术测试,<span style="color: black;">她们</span>需要中国用户、中国企业来能够<span style="color: black;">帮忙</span><span style="color: black;">她们</span>更好地<span style="color: black;">研发</span>新<span style="color: black;">制品</span>和新服务,这些多样化的经验至关重要。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">In France (the speaker is French), the representatives of the French industrial sector or the European industrial sector know that they need to continue to test their technologies on the Chinese market, they need Chinese users, Chinese companies to help them better develop new products and new services, and that these different experiences are crucial.</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">那样</span>中国企业出海应该<span style="color: black;">重视</span><span style="color: black;">那些</span>呢?</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">So what should Chinese companies be aware of when they go overseas?</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">首要</span>,当前的海外发展方式必须越来越多地从贸易转向投资。例如,<span style="color: black;">倘若</span>你去欧洲,你应该想<span style="color: black;">作为</span>一家非常欧洲的<span style="color: black;">机构</span>,带着你的投资并在那里建工厂。直接购买<span style="color: black;">机构</span>或工厂可能是<span style="color: black;">处理</span><span style="color: black;">方法</span>,但<span style="color: black;">亦</span>可能会<span style="color: black;">导致</span>不必要的问题。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">First, the current way of going overseas must increasingly shift from trade to investment. For example, if you go to Europe, you should want to become a very European company, bring your investment and build a factory there. Going directly to buy a company or a factory can be a solution on paper but might attract unwanted issues.</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">第二,利用中国的国家战略和已有的<span style="color: black;">优良</span>资源。<span style="color: black;">倘若</span>一家<span style="color: black;">机构</span><span style="color: black;">位置于</span>厦门,则必须有海上业务资源,这<span style="color: black;">寓意</span>着要利用积极的国家战略,例如海上“一带一路”。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">Second, take advantage of the Chinese national strategy and the advantageous resources that are already available. If a company is based in Xiamen, there must be resources un the sea business which implies to take advantage of proactive national strategies, such as the Maritime Belt and Road.</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">第三,为当地做出贡献。<span style="color: black;">日前</span>,欧盟深受其绿色议程和<span style="color: black;">关联</span>政策的推动,这些政策被认为非常重要。<span style="color: black;">倘若</span>中国投资进入欧盟,证明其对绿色发展及其<span style="color: black;">目的</span>做出了贡献,那便能利用这一<span style="color: black;">优良</span>并打开合作之门。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">Third, contribute to local issues. At present, the European Union is very driven by its green agenda, and related policies which are perceived as very important. If Chinese investment comes to the EU it is advisable to demonstrate it contributed to green development and its objectives, building there on your own domestic advantages and opening doors for cooperation.</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">第四,你必须<span style="color: black;">认识</span>法规,<span style="color: black;">认识</span>监管<span style="color: black;">公司</span>,并找到<span style="color: black;">能够</span><span style="color: black;">一起</span>参与的合作伙伴。在美国有游说行业,在欧洲<span style="color: black;">亦</span>有公共事务行业。一旦你<span style="color: black;">作为</span>欧洲<span style="color: black;">机构</span>的一员,就<span style="color: black;">能够</span>为监管辩论做出贡献,并且<span style="color: black;">再也不</span>只是个外人,你<span style="color: black;">能够</span><span style="color: black;">保卫</span>对欧洲经济竞争力的贡献。更重要的是,你需要向你<span style="color: black;">将来</span>的欧洲同行和合作伙伴学习。<span style="color: black;">倘若</span>你<span style="color: black;">无</span>法律法规<span style="color: black;">认识</span>,就很难融入当地……以及理解<span style="color: black;">她们</span>在Green Deal中的理念。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">Fourth, you have to learn the regulations and understand the regulators and find partners to co-engage with. In the United States there is a lobbying industry, and also in Europe there’s a public affairs industry; contributing to the regulatory debate is fine as soon as you’’ve become one of the European companies, and is not longer an external influence as you will defend a contribution to the European economy competitiveness. Go and learn from this industry, but more importantly so from your future European peers and partners; its very difficult to win there if you dont have a sense of laws and regulations… and their philosophy in the green deal.</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">第五,关注当地<span style="color: black;">媒介</span>并<span style="color: black;">认识</span><span style="color: black;">媒介</span><span style="color: black;">招数</span>:<span style="color: black;">亦</span>许你的<span style="color: black;">奋斗</span>并不总是立即被看到,中国企业的问题<span style="color: black;">亦</span>经常面临被夸大的局面;但<span style="color: black;">倘若</span>你投资的是ESG,是欧洲可<span style="color: black;">连续</span>发展战略里的一部分,<span style="color: black;">那样</span>你将收获鲜花与掌声。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">Fifth, pay attention to the local media, but understand the media routine: maybe your efforts are not always seen immediately, issues with Chinese companies may become overblown; invest in ESG instead and in this (and European CSRD) achieve a pattern of a hundred flowers.</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">第六,先和企业做生意,即B2B,<span style="color: black;">而后</span>再<span style="color: black;">思虑</span><span style="color: black;">地区</span>政府是B2G,随后是消费者B2C。B2B模式相对<span style="color: black;">来讲</span>更加安全,<span style="color: black;">无</span><span style="color: black;">媒介</span>问题<span style="color: black;">或</span>政治问题,<span style="color: black;">而后</span>做B2G,和当地的合作伙伴<span style="color: black;">一块</span>服务于政府<span style="color: black;">分部</span>。<span style="color: black;">因为</span><span style="color: black;">地区</span>政府<span style="color: black;">亦</span>在区域层面上想要<span style="color: black;">提高</span>当地居民的生活水平,<span style="color: black;">因此呢</span>创新且尊重 ESG 的<span style="color: black;">机构</span>将始终有机会为<span style="color: black;">她们</span>服务。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">Sixth, do business with enterprises first? as B2B, then consider the local government as B2G and B2C later. The B2B model is relatively more secure, there are no media issues or political issues, and then do B2G, but with local partners to serve the government departments. Because the local government is also competing at the regional level for advances for its people, innovative and ESG respectful companies will always have the opportunity to serve them.</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">企业家<span style="color: black;">表率</span></span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">彭家荣 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">美讯创始人兼CEO</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">《中企海外品牌传播赋能:</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">经过</span>“5R合一”的<span style="color: black;">办法</span>论演讲来实现海外本土化传播效果》</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">倘若</span>中国企业想在海外“从0到1”,要先交<span style="color: black;">伴侣</span>,从一杯咖啡<span style="color: black;">起始</span>。<span style="color: black;">无</span>信任,就<span style="color: black;">无</span>销路。</span><strong style="color: blue;"><span style="color: black;">极致的<span style="color: black;">制品</span>和价格占50%,友谊占<span style="color: black;">另一</span>50%。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">有一家卖肉夹馍的企业,几年前在多伦多开了<span style="color: black;">第1</span>家店,<span style="color: black;">目的</span>是让本地白人吃肉夹馍。<span style="color: black;">她们</span>的打法是捐60份肉夹馍给当地的一家慈善<span style="color: black;">公司</span>,<span style="color: black;">经过</span>慈善<span style="color: black;">公司</span>得到本地<span style="color: black;">媒介</span>的支持,最后<span style="color: black;">媒介</span>联系上一名议员,他很乐意地到店里卖肉夹馍,借机宣传自己,最后还发了一封感谢信,企业<span style="color: black;">亦</span><span style="color: black;">得到</span>了背书。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">因此</span>企业出海,<span style="color: black;">能够</span>少花钱<span style="color: black;">乃至</span>不花钱,前提是你<span style="color: black;">晓得</span>当地人到底关心什么,<span style="color: black;">能够</span>结合自己最<span style="color: black;">善于</span>的<span style="color: black;">优良</span>,无论To B还是To C,拓展业务先要<span style="color: black;">思虑</span>能<span style="color: black;">帮忙</span>到本地市场,找到<span style="color: black;">持有</span>本地资源的伙伴,<span style="color: black;">这般</span>当地人才会<span style="color: black;">爱好</span>你。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">“站在巨膀上”战略是<span style="color: black;">经过</span><span style="color: black;">伴侣</span>关系实现的,你帮慈善<span style="color: black;">公司</span>,<span style="color: black;">她们</span><span style="color: black;">亦</span>会想帮你,这<span style="color: black;">便是</span>“喝咖啡交<span style="color: black;">伴侣</span>”。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">因此</span>企业出海,最重要的是<span style="color: black;">怎样</span>让客户在海外信任<span style="color: black;">咱们</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">To B业务的推进和成功,99%取决于信任,我<span style="color: black;">通常</span>不<span style="color: black;">意见</span>做To B业务的客户把预算花在推广上。</span><strong style="color: blue;"><span style="color: black;">在海外,不要做网红营销,不要发任何<span style="color: black;">媒介</span>,你要做的是直接给客户打<span style="color: black;">tel</span>;在海外,你要去拜访<span style="color: black;">她们</span>,请<span style="color: black;">她们</span>吃饭。<span style="color: black;">倘若</span>聊得好,他的下一步<span style="color: black;">通常</span>会上Google搜索你或企业的名字。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">因此</span>最关键的<span style="color: black;">第1</span>步,是<span style="color: black;">她们</span>能搜到你的领英、<span style="color: black;">机构</span>的领英、个人的网站等,<span style="color: black;">况且</span>语言语法都<span style="color: black;">无</span>问题,给他留下不错的<span style="color: black;">第1</span>印象。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">第二步,要有第三方的<span style="color: black;">评估</span>。自吹自擂,没人会信。<span style="color: black;">倘若</span>有一个优秀的第三方或知名人士说你很<span style="color: black;">可靠</span>,<span style="color: black;">大众</span>应该认识你一下,感觉就完全不<span style="color: black;">同样</span>。<span style="color: black;">因此</span>在企业层面,中国出海企业<span style="color: black;">倘若</span>在网站上吹嘘自己是头部企业,没人会信,<span style="color: black;">咱们</span>需要一个第三方的背书,它<span style="color: black;">能够</span>是一个奖项、一份表彰,<span style="color: black;">亦</span>可能是一家<span style="color: black;">媒介</span>的正面<span style="color: black;">报告</span>或一名专家的<span style="color: black;">举荐</span>。自己要先穿好衣服,即管理好品牌的形象,又要让第三方说<span style="color: black;">咱们</span>好。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">第三步,练自己的兵,本地的<span style="color: black;">营销</span>团队要培训好。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">倘若</span>面对的是To C客户,我<span style="color: black;">意见</span>把20%的预算花在培养信任方面,先将自己的品牌、形象、语言等“内容”做到极致的本土化,剩下80%的预算才用于<span style="color: black;">提高</span>知名度(<span style="color: black;">宣传</span>)。To C业务的<span style="color: black;">基本</span>还是信任,<span style="color: black;">倘若</span><span style="color: black;">无</span>把信任问题<span style="color: black;">处理</span>好,你越推广自己的品牌,品牌越是会变得不<span style="color: black;">可靠</span>,<span style="color: black;">由于</span>你在推广一个不受信任的形象。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">其实<span style="color: black;">咱们</span>大部分企业不需要花<span style="color: black;">海量</span>的时间拓展海外资源。<span style="color: black;">非常多</span>企业找上门时会问我两个问题:<span style="color: black;">第1</span>你的<span style="color: black;">媒介</span>关系怎么样,第二是海外资源怎么样。任何宣<span style="color: black;">叫作</span>有海外资源的<span style="color: black;">公司</span>多半在忽悠你,海外资源在网上随处可见,不管是<span style="color: black;">媒介</span>、投资人还是合作伙伴、慈善<span style="color: black;">公司</span>,关键是联系到后,<span style="color: black;">怎么样</span>呈现自己,<span style="color: black;">创立</span><span style="color: black;">怎么样</span>的关系。找到资源容易,说服<span style="color: black;">她们</span>实则更难。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">程东方 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">厦门建发股份有限<span style="color: black;">机构</span>总经理</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">《供应链出海的三七法则》</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">建发<span style="color: black;">重点</span>是踩准了以下三个出海节点,把握了时代机遇。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▶▷<span style="color: black;">第1</span>,“下南洋”的出海基因。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">福建在地理上是“八山一水一分田”,古代的福建人为了谋生,把眼光放到了南边广阔的大海之上,下南洋寻找出路。<span style="color: black;">咱们</span><span style="color: black;">亦</span>不例外,建发股份最初出海,<span style="color: black;">亦</span>是瞄准了“南洋”这个圈子,在这有老华侨的帮衬与引荐,<span style="color: black;">大众</span><span style="color: black;">能够</span>用乡音“闽南话”无<span style="color: black;">阻碍</span>交流,建发快速融入了东南亚<span style="color: black;">商场</span>圈。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▶▷第二,出海的决心。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">近年来,中国企业在国际市场上面临一系列挑战,出口面临前所未有的压力。<span style="color: black;">咱们</span>一度<span style="color: black;">亦</span>产生了动摇:<span style="color: black;">是不是</span>应该回归国内市场以求<span style="color: black;">存活</span>?</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">然则</span><span style="color: black;">咱们</span>还是带着退无可退、壮士断腕的决心,于变局中求<span style="color: black;">存活</span>,建发股份坚定扎守在国际市场,<span style="color: black;">最后</span>抓住了中国产能出海的机会,迎来国际化发展的春天。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▶▷第三,梦想是要有的,但行动要脚踏实地。</span></strong><span style="color: black;">建发股份的出海<span style="color: black;">亦</span>有自己的迭代更新、小步快跑。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">首要</span>,是<span style="color: black;">帮忙</span>中国的<span style="color: black;">优秀</span><span style="color: black;">制品</span>出海,从低附加值的钢坯半制成品、鞋服等,到高附加值的光伏组件、新能源车等,依托中国这个世界生产中心做好出口;</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">其二,是为出海的中国企业,尤其是生产型企业<span style="color: black;">供给</span>供应链服务,这是<span style="color: black;">咱们</span><span style="color: black;">善于</span>的<span style="color: black;">行业</span>;</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">其三,是<span style="color: black;">步行到</span>资源端,围绕海外的矿山、钢厂、纸厂等资源开展业务;</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">其四,是发挥<span style="color: black;">咱们</span>数字化的<span style="color: black;">优良</span>,<span style="color: black;">加强</span>海外当地的供应链运营效率。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">在供应链企业出海中,<span style="color: black;">咱们</span><span style="color: black;">亦</span>总结归纳了三个出海原则。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▶▷<span style="color: black;">首要</span>,是“坚定地<span style="color: black;">全世界</span>化”。</span></strong><span style="color: black;">在出海业务开展的这些年,<span style="color: black;">咱们</span>遭遇过传<span style="color: black;">患病</span>疫情、地震、战乱还有数不尽的<span style="color: black;">各样</span>贸易<span style="color: black;">守护</span>、反倾销调查的阻碍等,<span style="color: black;">然则</span><span style="color: black;">咱们</span>并<span style="color: black;">无</span>被这些现实的困难所阻挠,业务规模反而成倍增长,<span style="color: black;">咱们</span>的国际贸易额从2016年的70.5亿美元增长到2023年的438亿美元,<span style="color: black;">提高</span>了6倍。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▶▷第二个原则,“<span style="color: black;">全世界</span>化的核心是专业化”。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">建发股份经过4次五年战略规划与组织架构<span style="color: black;">调节</span>,<span style="color: black;">最后</span>形成<span style="color: black;">此刻</span>的钢铁、浆纸、汽车、农<span style="color: black;">制品</span>、消费品、矿产、能化、新兴行业等“7+1”的新型现代化专业集团架构,每一个专业集团<span style="color: black;">安身</span>国际国内两个市场、两种资源,围绕“科技、金融”双赋能,“投资、物流”双支持战略,<span style="color: black;">创立</span>各自独特的、行业性的专业化<span style="color: black;">优良</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▶▷第三个原则,<span style="color: black;">咱们</span>认为“最好的<span style="color: black;">全世界</span>化<span style="color: black;">便是</span>本土化”。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">有些</span>做快消品的大型<span style="color: black;">跨境</span><span style="color: black;">机构</span>,<span style="color: black;">初期</span>在中国市场的打法还是用的“<span style="color: black;">宣传</span>带<span style="color: black;">营销</span>”模式,<span style="color: black;">忽略</span>了中国市场<span style="color: black;">营销</span><span style="color: black;">途径</span>的特殊性,最后<span style="color: black;">亦</span>是不得不作出<span style="color: black;">调节</span>,将整合经销商和强化终端市场置于<span style="color: black;">尤其</span>重要的地位。不单是C端业务,在供应链运营这类B端业务中,<span style="color: black;">亦</span>非常需要关注“本土化之道”,深入地去理解和适应<span style="color: black;">区别</span>国家和地区的市场、资源和人才环境。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">以上的三大原则,我认为是每一个出海企业的核心关注点:要有“<span style="color: black;">全世界</span>化”的信念感,不在<span style="color: black;">繁杂</span>环境中迷失方向;要有“专业化”的能力傍身,在<span style="color: black;">全世界</span>化竞争中找到组织价值;要有“本地化”的展业思维,因地制宜地<span style="color: black;">处理</span><span style="color: black;">阻碍</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">阎海思 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">中国银行总行<span style="color: black;">机构</span>金融部副总经理</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">《中国银行<span style="color: black;">全世界</span>化高质量金融服务支持企业出海》</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">全世界</span>化是中国银行的历史基因和鲜明特点。近年来,中国银行加强了<span style="color: black;">全世界</span>服务网络的建设,<span style="color: black;">咱们</span>覆盖境外64个国家和地区,是<span style="color: black;">全世界</span>布局最广的中资银行。在<span style="color: black;">全世界</span>银行界,<span style="color: black;">咱们</span>服务的国家地区<span style="color: black;">亦</span>名列前茅。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">近10年来,<span style="color: black;">咱们</span>积极参与共建“一带一路”,截<span style="color: black;">迄今</span>年6月末,<span style="color: black;">咱们</span>在共建“一带一路”国家累计跟进<span style="color: black;">机构</span>授信项目超过1100个,累计授信支持超过3410亿美元,在四大行中位居首位。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">除了<span style="color: black;">全世界</span>化以外,综合化<span style="color: black;">亦</span>是中国银行的另一大特点。中国银行旗下<span style="color: black;">持有</span>中银国际、中银证券、中银投、中银基金、中银资产、中银航空租赁等众多综合经营子<span style="color: black;">机构</span>,可为企业<span style="color: black;">全世界</span>发展<span style="color: black;">供给</span>多元化、商投行一体化的金融服务。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">在当前市场竞争激烈的<span style="color: black;">状况</span>下,审慎稳妥地在本行业开展跨境并购,是企业成长的必经之路,<span style="color: black;">作为</span>适合众多企业<span style="color: black;">选取</span>的发展方式。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">按照</span>中国银行服务的数百个并购案例来看,<span style="color: black;">咱们</span>观察到企业在市场下行<span style="color: black;">周期</span>,就企业端而言,跨境并购的成功应具备的关键要素有:</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">一是企业要有<span style="color: black;">长时间</span>规划,投资要有耐心;</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">二是应注重上下游产业链和<span style="color: black;">区别</span>板块之间的协同;</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">三是要保持理性,避免过热投资和过快扩张,收购价格<span style="color: black;">非常</span>关键;</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">四是应<span style="color: black;">选择</span>经验丰富的顾问、金融<span style="color: black;">公司</span>、<span style="color: black;">中间商</span><span style="color: black;">公司</span>合作。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">中国银行正在打造“一点接入,<span style="color: black;">全世界</span>响应”的<span style="color: black;">全世界</span>服务体系,全力支持中国企业扬帆出海。</span></span><a style="color: black;"><span style="color: black;">返回<span style="color: black;">外链论坛: http://www.fok120.com</span>,查看<span style="color: black;">更加多</span></span></a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">责任编辑:网友投稿</span></p>
在遇到你之前,我对人世间是否有真正的圣人是怀疑的。
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