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Lead Generation – UK Trade & Investment |
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BACKGROUND |
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- UKTI commissioned a pilot lead generation project in China
- The pilot project focused on B2B sales, identifying and prospecting companies from two regions Shanghai and Chongqing
- It ran from March to July 2005
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PROJECT RESULTS |
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Examples of some companies contacted |
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Company Name |
Company Name |
Sector |
Description of active projects |
上海盛大网络发展有限公司 |
Shanda Networking Co.,Ltd |
Creative Industry |
EHQs; Acquisitions; JVAP in online gaming sector. $220m FDI in US, Japan & Korea in 2003 and 2004. Scandinavia a strong contender. |
成都九芝堂金鼎药业有限公司 |
Chengdu Jiuzhitang Jinding Pharma. |
Life Science |
Technology transfer (inward) and contract manufacturing JV with UK partner for European market. |
中欧国际集团 |
Zhong－ou International Group |
Automotive |
Western Europe distribution center; R & D centers or co-operation projects in GPS equipment, Monitoring system for tire pressure. |
上海文广新闻传媒集团 |
Shanghai Media Group （SMG） |
Creative Industry |
Sales office/European HQ. |
杭州华东医药股份有限公司 |
Hangzhou Hua Dong Medicine |
Life science |
Sales office; JV to produce & market products for Europe; R&D lab/collaboration with University/partner. |
西南合成制药股份有限公司 |
Southwest Synthetic Pharma. Corp. |
Life Science |
R&D lab/collaboration with a university or a business partner; JV partners for contract manufacturing; Seeking VC; Sales office later. |
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Antibody Therapeutics Cons. |
Life Science |
R&D lab/collaboration with a university. Looking at Cambridge Bioscience center (05); JV for marketing, sales & distribution. |
上海岩浆数码技术有限公司 |
Magma Digital Technology Co. |
Creative Industry |
Sales/service office/EHQ; JV with a mobile operator for games; Acquisition targets to gain market share. |
重庆宗申机车工业制造有限公司 |
Chongqing Zongshen Automobile Industry Manufacturing Co., Ltd. |
Automotive |
R & D center |
绿谷(集团)有限公司 |
Green Valley Holding Co,.Ltd |
Life Science |
JV for sales, distribution, marketing, registration and certification; Establishing clinics (100 overseas by 07). |
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Mode of entry (% companies by project type) |
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- Three-quarters of hot leads have a JVAP project for sales, manufacturing, distribution and R&D.
- Nearly half of companies are planning an EHQ or sales offices
- 40% of companies are planning an R&D lab, although they are also considering collaboration.
- The key drivers for investment overseas are:
- global market share
- access to new markets
- exploitation of Chinese technology in overseas markets
- access to knowledge and R&D for the development of new technologies
- IPR protection and registration
- access to foreign capital
- access to raw materials
- Sales offices, acquisitions, University R&D labs, JVs, contract manufacturing and sales partnerships are the main entry modes
- Chinese companies have little knowledge of foreign investment strategies and overseas industry and market conditions. They prefer locations that have advanced technology, are dynamic and which are easy-to-do business in.
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| EXAMPLE OF “COMPANY PROFILE” PROPOSED TO UKTI |
COMPANY PROFILE, ? INTERNATIONAL GROUP, April 13 2006 |
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Approach to the Market |
- Distinctive and seamlessly-developed personal network is a key to our success
- Databases from standard sources are not very useful – bilingual databases are needed
- Government, other organizations and companies are often slow
- A sustained approach and personal relationship building is key
- There is a huge difference in working mentality between companies contacted
- Some are westernised, some are very Chinese and bureaucratic
- Regional differences also require differentiated lead generation methods
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