Orient Group - Case Study
From the Asialink Business China Country Starter Pack
Speaking the local language is a huge advantage, according to Orient Group's Australian managing director Christopher Neil.
Speaking the local language – whether a few words of Mandarin or simply understanding the Chinese way of doing business – is a huge advantage for foreigners trying to move into the Chinese market, according to Orient Group's Australian managing director Christopher Neil.
"I've listened to so many speeches here in China and someone gets up on stage and even if they say 'nihao' or a few words in Chinese the audience loves it," Neil says. "They love that someone's making an effort, it doesn’t matter if they make a mistake as long as they're giving it a go. They really respect that."
Orient Group helps foreign organisations entering the Chinese market, conducting due diligence, facilitating partnerships, and also working with Chinese companies operating overseas. Its International Properties Luxury Lifestyle division offers property investment and immigration services to Chinese buyers.
"Australia has a very good image in the Chinese market, a very clean, green, organic image."
Neil is a 20-year veteran of the Chinese business world and says Australians entering the market need to seek good advice, team up with the right people, and take it slow. "We have a problem in the West of trying to get down to business too quickly. It's important to get to know the people you're doing business with, get to know their family and understand what motivates them. If you don't understand them you're just trying to sell them something, and you have to have something pretty damn good for them to buy because there are so many competing products in the market.
"You have to respect China and the Chinese, it's one of most important things, you have to be very humble in your approach, and you have to be patient. It can take some time to get an understanding of the market and trust from the market, to build your brand up.
"Australia has a very good image in the Chinese market, a very clean, green, organic image so you have to market that and trade on that Brand Australia that we have."
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