七年时间抢滩成功.doc

1、1七年时间抢滩成功高雅国际美容集团总执行长吴世才与其它业者一样,很早就看好中国的美容业市场当世界各国的美容业者纷纷摩拳擦掌,希望能在中国美容界拥有一片天的时候,吴世才也不落人后,早在 90 年代初期,就带领着一批管理层常常往返中国研究当地的美容市场,并在 1993 年与中国北京医科大学联合开办了一所美容培训学院作为试金石“在这期间,我们也不间断地探访当地的美容院,与当地美容界保持良好的关系,并参观了当地无数的美容展”吴世才深信,这些努力累积下来会成为他们全面进军中国的本钱 经过两年的部署与策划,高雅美容在当地的美容界已小有名气,很多中国美容师甚至前往马来西亚参观他们的美容工厂,并与他们分享彼此

2、间的美容心得这些小小的成就,对他们来说,却是很大的鼓舞,让高雅对中国投资之路充满信心,从而奠下了高雅美容在中国设厂的基石1997 年,吴世才认为时机成熟,便以中外联营方式在沈阳开设第一间高雅美容护肤品工厂,并在两年前,把所有中方的股份都买了回来,成为外商独资企业 要在人生地不熟的市场成功抢得一席之地,加倍努力是必须的为了打响产品的名堂,在开始阶段,高雅美容集团做了很多促销活动,同时也不间断地带着产品四处参加相关的展销会“钱虽是2花了不少,但绝对值得,这些钱不能省,也省不了”拥有经济学士学位的吴世才深深了解促销的力量 如今,高雅护肤品在中国已有了一定的知名度,但他谦虚地表示,“虽然算是小有名气,

3、但我们从不敢松懈下来,一直都在部署着以后要走的路” 中国的崛起,让很多像吴世才这样不甘局限于马来西亚市场的企业家,毅然迈开脚步走向国际化,与全球的国际企业在世界最庞大的市场展开一场争夺战然而,有些马国企业在中国的发展并不如想象中的如意:对内,马国投资者必须应对一大堆投资政策的繁文缛节;对外,则需使出浑身解数与早已在当地盘根的跨国企业抢夺市场在这种内忧外患的情况下,根本没有先机可言,一些大马企业因此纷纷打退堂鼓,选择离开这块黄金地对此,吴世才不禁有所感慨:“无可否认,马来西亚商人的确是迟了一步现在的中国日新月异,趁早进入中国投资,虽然相对的风险也越高,但如果你成功在那里部署好一切,有了一定的人脉

4、,当中国经济起飞时,就可以轻易搭上这班列车了” 早起的鸟儿有虫吃,这对欲到中国设厂的商家来说尤其重要,因为投资工厂必须经过一段颇长的过渡时期才有回收,因此趁早立足盘根,才更容易享获经济成长的蛋糕 话虽如此,但吴世才表示,商家千万别为了抢得一席先机,在没有完善的计划前仓促大举进军中国市场,结果一子错,全盘皆输他还发现很多华商往往抱着一种情意结到中国投资,“真正的投资并不是以乡情来作为衡量,做生意一定要讲求利润与成果” 3小心驶得万年船,吴世才希望马来西亚业者在还没进军中国前,不妨花些时间与金钱在市场调查方面,准备完整的市场策略与计划“至于曾经失败的业者,也不是说就此在中国销声匿迹,只要从失败中吸

5、取教训,说不定依然可以走出一条康庄大道” 在中国待的时间长了,吴世才对中国的认识日渐清晰,他认为,中国的政治与政策健全,更对中国领导人很有信心:“看得出他们都是为了国家” Like his counterparts, Woo Ser Chai, CEO of Clara International Beauty Group Sdn. Bhd. favored the beauty industry market in China long ago. He was among the many beauticians all over the world who are eager to pos

6、sess a niche there. Back in the early of 1990s, he led a team of management to China for field study of the local beauty industry market and jointly established a training college for beauticians as a touchstone with Beijing Medical University, China. After two years of planning and arrangement, Cla

7、ra International Beauty Group gained its public praise in the local beauty industry with many Chinese beauticians visiting its beauty products factory in Malaysia and sharing the experiences with each other, which, small achievement as it was, 4greatly encouraged the group to be confident of the inv

8、estment in China and laid a foundation for the establishment of factory in China. 1997 saw that Woo Ser Chai set up the first Clara cosmetic and skincare products manufacturing factory in Shenyang, China in the form of joint venture with Chinese partner when he thought the time was ripe, and acquire

9、d the shares of the Chinese side two years ago to form a solely foreign capital enterprise. Extra efforts are a must to secure a seat in a newly-developed market. To launch the products, Clara did a lot of promotion at the initial stage and attended with the products many exhibitions and trade fairs

10、 held across China. And Woo Ser Chai, with a Bachelor in Economics, knew very well the power of promotion. To date, cosmetic and skincare products made by Clara are a well-known name in China. But he says with modest that he himself cant afford to slacken in his work and has been engaged in the arra

11、ngement for the future development instead. The early bird catches the worm, which is of much importance for the potential businessmen who wish to set up factories in China since the recovery of the cost can be 5achieved after quite a long period and it will be easier for enjoying the cake of econom

12、y growth to find a foothold as early as possible. However, Woo Ser Chai also stated that businesses should refrain from marching to China in full force without an overall and sound plan but just to gain a spot there, which tend to result in a total failure with one error. It is never too cautious to

13、 make full preparations. Woo Ser Chai advises that businessmen from Malaysia may spend time and money to do market researches and prepare full market strategies and plans and that those who failed previously will still be able to find a broad road for their future as long as they can draw lessons from their failure. Staying a long time in China, Woo has an increasingly clear view of China. That China has a sound political system with good policies is his belief and he has faith in the Chinese leadership. (Translated by Zhang Xiaoyan)