What is Intercultural Competence? Intuitively speaking, the chicken that is fried all over the world should be sweet or salty, which type of ** is more popular with the locals, how to advertise, what color and composition are more popular, how much should the competent department give for tea, which shampoo is more popular...All involve cross-cultural concepts.
If you take it for granted before, and you won't pay attention to the links that will not cause problems, they may all change their flavor and ferment and give you an unexpected surprise.
In the more than 20 years since China's accession to the WTO, the first round of going overseas has been investment and commodity going overseas, and the business scope is simple and clear: state-owned enterprises are engaged in infrastructure construction, and private enterprises are engaged in wholesale and retail, all of which rely on simple and crude sales and cost-effective sales to make money.
With the intensification of competition, the previous trick can no longer be eaten all over the world. What is needed now is to go overseas in an all-round way with market capabilities, business models, first-class chains, funds, and team operation experience. This is no longer the first generation of people who go to sea, and enterprises can cope with it. In the era of simplicity and rudeness, what you want is to work hard and be a reckless hero. Now it depends on professional ability, especially comprehensive professional ability.
What is comprehensive professional competence? You said that I want to open the X product market in X country, and I will dig Chinese professional marketing managers, store managers, and import and export managers, so is building a team comprehensive, professional?
It can be said that if these personnel have one or two years of overseas living experience, they can generally be regarded as passing. Because at least on the most critical issue of interculturality, there is already a basic understanding.
**In the previous overseas home appliance business, the store manager of Gome and the general manager of Toshiba Yunnan Company were recruited. It happened that the number of local employees went from 25 to 5 on the first day of training. Why? The intensity of the training, the length of the break, the translation, the understanding of the concepts, the mutual communication, the way the Chinese management speaks...
Further, what are the preferences of the local market, what are the similarities and differences between the price, function, appearance, marketing methods and the local Chinese market, how to conduct the survey, and how to set the weighted revision coefficient of the survey...To be able to do these things well, how many companies and how many people in China do you think have the ability to do this?
These are all soft powers for going to sea.
When Chinese enterprises go overseas and want to hang up, it is basically not because they fail to see the general trend clearly, and basically fail in the practical details.
Even if the outstanding head enterprises in the industry can achieve 90 points in each link in China, counting the transnational and cross-cultural differences, even if they can achieve 80% of the domestic effect after going overseas, it will only reach 72 points.
The key thing is that it is composed of multiple links, and according to the five links, 72% of the 5th power is only 19 points. If this level can still be done, it must be surpassed by Yang every day.
At present, the products of Chinese enterprises go to sea, and there are two things that are far beyond the imagination of ordinary people: the strength of industrial capacity is far beyond the imagination of ordinary people; The ability to market across cultures is far weaker than most people think.
As long as we can clearly understand the difficulties on the way to the sea, do our homework and prepare in place, and solve these difficulties, the global market is in the ascendant, and Chinese enterprises will eventually be able to make great achievements.
There are not many people in China who have the concept of intercultural competence before, and even fewer can do it well. This is the innate advantage of a radiation center with many cross-border ethnic groups. This is also the consideration of the state to position Yunnan as a radiation center.
In the past, China's overseas e-commerce was able to achieve gratifying results, and it was necessary to be able to understand two points: first, survivor bias, and first, it will be successful. The number of overseas e-commerce projects that I know of has reached double digits. The intensification of the e-commerce industry far exceeds that of the manufacturing industry, and the more the head of success is showy, the more fertile the ground under your feet, the more the bones of your peers.
Second, e-commerce minimizes the impact of local links and local factors, with fewer links, more standardized management, and lower fixed costs. On the one hand, the low-cost advantage of China's manufacturing industry can be better played, and the decision-making and response implementation are faster, which is like the Mongolian army 800 years ago in strength and speed, so it can quickly open up the situation.
On the other hand, in operation, the probability of e-commerce encountering the local national competent authority to ask for tea fees is much smaller, and there is no need to spend time and energy to judge whether it is appropriate for the local manager to reimburse the expenses without vouchers. If the situation is really not ideal, it is easier to get out, and it is cheaper to escape faster.
All things considered,If Chinese enterprises want to go overseas, it is better to rely on the e-commerce platform instead of going to the e-commerce platform; Instead of relying on e-commerce platforms, it is better to avoid e-commerce platforms.
The competition on the platform is large, the investment is large, the risk is large, the dependent platform has no bargaining power, and the treatment can be slightly better during the rapid expansion period of the platform.
The fast and guaranteed advantages of e-commerce going overseas that you can enjoy can also be enjoyed by other peers. Anyone who can enjoy the advantages is not called an advantage. But all the experts who can enjoy the advantages can be directly characterized as bricks.
For example, in China, cross-border e-commerce, in Yunnan, location and climate, in South Korea, kimchi, and in New Zealand, sheep herding. If you want to achieve something in going overseas or any other business trend, the key is your core competitiveness relative to your peers.
Focus on your own professional field, spend a certain amount of time and cost, and humbly complement your cross-cultural market capabilities, and if you can do this, you can go to overseas markets, whether you are on e-commerce or not, the probability of success will be higher than most peers.
ThisThe indispensable cross-cultural ability of enterprises going overseas is the obvious competitiveness of the relatively weak manufacturing industries in Yunnan and Guangxi, and the scarcity is higher than the manufacturing capacity。It should be used well, which can have a similar effect as the e-commerce platform and drive the local development by leaps and bounds.