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CONTENTS
5 China Overview
7 Welcome from Lesley Batchelor OBE, FIEx (Grad) -
Director General, The Institute of Export
9 Foreword from David Godfrey
Chief Executive of UK Export Finance
13 About UK Trade & Investment (UKTI)
15 About the China-Britain Business Council (CBBC)
17 About International Market Advisor (IMA)
19 About this Guide
21 Why China?
29 Download the free Mobile App.
31 Researching the market
37 Gateways into mainland China
59 Choosing the right location in mainland China
69 Sector-specific opportunities in mainland China
81 High-value opportunities in mainland China
87 Free trade zones
105 Establishing the right presence
115 Getting started
131 Marketing
151 Challenges
161 Business culture
177 Selling food to China
185 Resources
189 Useful Links
195 Additional Useful Links
195 Trade Shows
196 Map of China
198 Disclaimer
199 Quick Facts
www.China.DoingBusinessGuide.co.uk 3
China Overview
China is the great economic success story of the past 30 years. Since the reform
and opening-up policy was introduced in 1978, China has changed beyond
recognition. A Soviet-styled planned economy has transformed into a vibrant
market-orientated economy and 600 million people have been lifted out of poverty.
Between 1985 and 2010, 70% of the world population who had been lifted out of
poverty were Chinese. Without China, the global poor population would have risen
by 58 million.
Seizing opportunities
www.China.DoingBusinessGuide.co.uk 5
Helping you develop new
ideas, find ways to drive down
Time to Start
costs and produce sustainable
improvements in your export
business.
Trading with China
Membership supports all
aspects of your international
trade
Leading UK authority on
trading globally
Tailored training to support
your business needs
Expert solutions for
international trade
THE H
AT E
A
RT
ADE
OF INT
TR
L
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ATIONA
www.export.org.uk
Welcome from Lesley Batchelor OBE, FIEx (Grad) -
Director General, The Institute of Export
Preparing for any new market needs consideration. When thinking about a country
like China there are many issues, both cultural and business-linked, that you need
to think through.
Why not contact us and find out how you can join?
www.China.DoingBusinessGuide.co.uk 7
International Property &
Construction Consultants
EST. 1885
ESTABLISHED
IN CHINA
FOR OVER
20 YEARS
Foreword from David Godfrey
Chief Executive of UK Export Finance
I am pleased to welcome readers to this IMA guide to doing business in China,
a country whose phenomenal growth has been a defining feature of the global
economy for many years now.
Of course exporting always carries some risk, and doing business in a large nation
developing as rapidly as China presents its own challenges and uncertainties.
UK Export Finance can help exporters manage the payment risks, complementing
banks and commercial insurers. We also provide a free information service on
export finance and insurance. Other organisations, most notably UK Trade &
Investment, can provide wider support.
The large variety of exports we have supported to China illustrates the scale of the
opportunity. Three recent examples include guaranteeing a loan to purchase Airbus
aircraft; contract bond support for photographic filters; and working capital for the
supply of blackcurrant seeds. UK Export Finance is also playing its role in the
development of London as a centre for Chinese currency business through our
ability to guarantee loans in offshore Renminbi for Chinese buyers of UK goods
and services.
All in all, exciting times, and we look forward to supporting UK exporters with
their exports to China.
David Godfrey
Chief Executive of UK Export Finance
www.gov.uk/government/organisations/uk-export-finance
www.China.DoingBusinessGuide.co.uk 9
CHINA
Doing Business in China
Chinas astonishing GDP growth of about Being exposed to the risk that the
10% a year for 30 years from 1978 firmly buyer cannot (or will not) pay for the
established it as one of the most significant exports for example, if the buyer
markets for UK exports. Although this goes bankrupt
growth rate has now eased to about 7%,
Chinas rising middle class and continued Being asked by the buyer to provide
development of free trade zones mean its a performance bond in return for an
trade outlook remains strong. advance payment. The bond would
need to be provided by the exporters
According to the latest China trade and bank which is likely to ask for cash
export guide from UK Trade & Investment, security, another potential cashflow
top UK exports to the country include restriction
cars, pharmaceuticals, power generating
machinery, metal ores and industrial
machinery. Other sectors identified as Help is at hand
strong opportunities are as diverse as
financial services, fashion, and TV UK exporters can talk to their bank
programme licensing. or approach other specialist financial
organisations to try to secure working
However, trade with China with its high capital, and to insurers or brokers to
levels of state business control and often source insurance against the risk of not
unpredictable legal system does carry a being paid. Where they are unable to
degree of challenge and risk. In 2014 the find all the support they need from these
World Bank ranked China as low as 96th sources, UK Export Finance (UKEF)
in the world for ease of doing business. may be able to help.
In particular, exporting requires careful
financial management, from securing In recent years we have supported
working capital on competitive terms, to UK exports to China in the aerospace,
considering export insurance, or fulfilling medical, scientific equipment, industrial
requirements to obtain performance processing, oil and gas and creative and
bonds. media sectors.
We had a turnover of 4.6 million, so this If you think we might be able to fill a gap,
Chinese contract was significant for us, ask your insurance broker to work through
said Techflow Marine Director Graham our Broker toolkit, which can accessed at
Clark. We didnt want to turn it down, www.gov.uk/uk-export-finance
which has happened with large contracts
in the past. The help from UKEF meant
that we were able to fund the contract,
and use the freed-up funds to look for
other international contracts.
www.China.DoingBusinessGuide.co.uk 11
CHINA
Doing Business in China
Contact UKTI
www.gov.uk/ukti
Email: enquiries@ukti.gsi.gov.uk
www.China.DoingBusinessGuide.co.uk 13
About the China-Britain Business Council (CBBC)
The China-Britain Business Council (CBBC) is the leading organisation helping
UK companies grow and develop their business in China. Their mission is to help
UK companies of all sizes and sectors, whether new entrants or established
operations, access the full potential of the fastest growing market in the world.
The CBBC deliver a range of practical services, including: advice and consultancy,
market research, event management, an overseas market introduction service,
trade missions and exhibitions, and setting up rep offices.
The CBBC have 10 UK offices and 13 offices across key locations in China.
This in-country network provides invaluable local insight, access, and knowledge.
As a partner of UK Trade & Investment (UKTI) the CBBC deliver its business-to-
business services in China.
In 2013 the CBBC handled 5330 enquiries; organised and participated in 400
events across the UK and China, including hosting 92 Chinese inward delegations
in the UK; delivered 199 OMIS reports and 10 large research projects; increased
circulation of CBBC's magazine to 6000 copies per month.
www.China.DoingBusinessGuide.co.uk 15
About International Market Advisor (IMA)
International Market Advisor (IMA) works The guides contents focus on the market
with British and Foreign Government in question, how to approach that market
departments, Embassies, High and the help and support available, and
Commissions and international Chambers include informative market overviews, plus
of Commerce throughout the world. Our details of business opportunities, listings
work helps to identify the most efficient with website links to British and Foreign
ways for British companies to trade with Government support services and essential
and invest in opportunity-rich overseas private sector service-provider profiles.
markets.
Sponsoring a Doing Business Guide
During the last ten years IMA has therefore offers a unique opportunity to
worked with the British Government's positively promote your products and
overseas trade and investment department services to high-profile business leaders,
UK Trade & Investment (UKTI), and has specific exporters, investors and effective
written, designed, produced, launched business travellers who will be actively
and distributed over one million copies of seeking out service providers to assist
more than 100 country-specific print and them in developing their business interests
multi-media based reports, guides and in the targeted markets.
publications, including the internationally-
recognised Doing Business Guide series For more information on IMA
of trade publications. These are composed please visit our website:
of market and industry sector-specific,
multi-format print and digital trade reports, www.DoingBusinessGuides.com
together with some of the internets most
visited international trade websites - all of Contact IMA
which are designed to advise and assist Office address
UK companies looking to trade with and
invest in overseas markets. These reports International Market Advisor
and guides are then distributed free-of- IMA House
charge through the IMA and UKTI global 1 Terrace Road
networks - over 500 distribution outlets in Buxton
total. Further distribution takes place at SK17 6DR
global exhibitions, roadshows, conferences United Kingdom
and trade missions, and IMA receives daily
requests for additional copies of the guides Email
from these networks and from businesses info@ima.uk.com
considering exporting.
General enquiries switchboard
Each of IMAs 'Doing Business Guides is +44 (0) 1298 79562
produced in three formats: a full colour,
glossy, paper-based brochure; a supporting Media enquiries
fully-interactive and updatable multi-media
based website; and the website contents Newsdesk & out of hours
available as a free-of-charge downloadable +44 (0) 1298 79562
smartphone/tablet app.
www.China.DoingBusinessGuide.co.uk 17
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This guide aims to provide an introduction to various aspects involved in doing business
with China, and contains a wealth of information on market intelligence, overviews of
business opportunities, practical guidance on developing a regionalised marketing strategy,
as well as sector briefing, key business considerations and challenges, practical advice
and best practices, and also lists of useful contacts both in the UK and in China. It also
gives a brief overview of both Hong Kong and Taiwan as potential gateways into the
Chinese market. You can access all this and further business information, research
reports and the latest business opportunities on the UKTI and CBBC websites see the
Resources section at the end of the guide.
The main objective of this Doing Business in China Guide is to provide you with basic
knowledge about China; we do not pretend to provide all the answers in the guide, but
novice exporters in particular will find it a useful starting point.
Website (www.China.DoingBusinessGuide.co.uk)
a free downloadable 'mobile device-friendly App
PDF Download (please see the website for more details) and
this full colour hard-copy Brochure
www.China.DoingBusinessGuide.co.uk
Doing Business in China Guide published in the UK by International Market Advisor Ltd.
2015 International Market Advisor Ltd (unless otherwise stated). All rights reserved.
Contains public sector information licensed under the Open Government Licence v3.0.
19
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Doing Business in China
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Doing Business in China
www.China.DoingBusinessGuide.co.uk 25
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www.China.DoingBusinessGuide.co.uk 27
CHINA
Powered by
CHINA
www.China.DoingBusinessGuide.co.uk 31
CHINA
Doing Business in China
CBBC works closely with UK Trade & The questions listed on the right should
Investment (UKTI), the British Embassy help you to focus your thoughts. Your
in Beijing and the British Consulate- answers to them will highlight areas for
Generals in Shanghai, Chongqing and further research and also suggest a way
Guangzhou. forward that is right for your company.
You may then want to use this as a basis
CBBCs research and consultancy teams for developing a formal China strategy,
span thirteen cities in China and include although this may not be necessary
sector specialists who can help you or appropriate for all companies:
assess opportunities for your business.
Do you wish to buy from China, Would Hong Kong be a safer place
sell to China or both? to start?
www.China.DoingBusinessGuide.co.uk 33
CHINA
Doing Business in China
UKTI, together with its partner the CBBC, assists new and experienced exporters with
information, help and advice on entering the Chinese market.
Training in the requirements for Alerts to the latest and best business
trading overseas. opportunities.
www.China.DoingBusinessGuide.co.uk 35
GATEWAyS INTO MAINLAND CHINA
CHINA
www.China.DoingBusinessGuide.co.uk 37
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Doing Business in China
www.China.DoingBusinessGuide.co.uk 39
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Doing Business in China
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CHINA
Doing Business in China
UK Trade and Investment (UKTI) publish A third runway expansion has been
over 1,000 business opportunities per commissioned, at a cost of over
month across all sectors and over 100 11 billion, to increase capacity beyond
markets. Sign up to receive regular 2030. It is a large scale project with an
business opportunities alerts at: estimated completion date of 2023.
www.businessopportunities.ukti.gov.uk/
home.html?guid=none Project requirements include:
Visit the website of the Treasury Branch reclamation of 650 hectares of land
of the Financial Services and Treasury construction of the third runway and
Bureau for details of government tenders related taxi systems
for goods and services at: development of navigation aids and
www.fstb.gov.hk/tb/en/information-on- airport facilities
government-tender.htm. The site extension of terminal 2
also provides a guide to government development of the midfield freighter
procurement in Hong Kong. apron
new baggage handling systems
UKTI has identified seven High Value Hong Kongs government is currently
Opportunities (HVOs) for British business developing a strategy to tackle
in Hong Kong with opportunities worth environmental issues. This is through
well over 5 billion a year. The UK has the development of schemes for:
had considerable success in the past
principally in design, consulting and landfill expansion
project management. Organic Waste Treatment Facilities
(OWTF)
There is also a strong focus on supply integrated waste management
chain opportunities that exist within these facilities
project life cycles: electric vehicles and their associated
support infrastructure
1. Hong Kong Airport green buildings
Harbour Area Treatment Scheme
Hong Kongs Chek Lap Kok international (HATS)
airport was opened in 1998. However, its
already reaching capacity as the region Contact UKTI Hong Kong at
becomes a major global hub for business, commercial@bcg.org.hk for more
trade and tourism. information on environmental
opportunities.
KTD is a huge and highly complex urban a new museum of visual culture
regeneration development project. Its numerous theatres
being transformed into a green and concert halls
quality environment with major sporting, other performance venues
leisure and tourism facilities. large green space
www.China.DoingBusinessGuide.co.uk 43
CHINA
The bridge will be a six-lane expressway. Contact the UKTI team in Hong Kong
It will: at commercial@bcg.org.hk for more
information on rail opportunities in
bring closer economic ties with the Hong Kong.
Pearl River Delta (PRD) region
allow 24/7 border crossings
Other opportunities
Sector opportunities: Construction,
logistics, engineering, financial services In addition to the seven High Value
Opportunities listed above, there are a
Contact the UKTI team in Hong Kong number of other major projects where
at commercial@bcg.org.hk for more UK businesses could become involved,
information on opportunities relating to including:
the Hong Kong-Zhuhai-Macau bridge.
The Guangzhou-Shenzhen-Hong Kong
7. Transport Express Railway Link part of the high-
speed railway that connects Hong Kong
The Shatin to Central link is a major rail- with Guangzhou. The travel time between
way network extension project consisting the two cities will be reduced to 48
of two sections and the construction of ten minutes upon completion. The Hong Kong
new stations. The East-West line will run section will be completely in tunnel; The
for 11 km between Tai Wan and Hung Tuen Mun Western Bypass and Tuen
Hom. The North-South line will run 6 km Mun-Chek Lap Kok Link a 27.2 km road
between Hung Hom and Hong Kong partly in under-sea tunnels to connect
Island. Hong Kongs airport with the western
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CHINA
Doing Business in China
Most companies find that having a local The most appropriate and effective way
business partner (such as an agent or to enter the Hong Kong market for your
distributor) is the most successful company and its goods/services, will
approach to start exporting successfully to depend on a variety of factors. Your local
Hong Kong. Licensing or franchising may UKTI office can advise you on how to
also be viable options for some products commission a tailored report for your
and services. Throughout the process, specific needs.
personal relationships are considered
very important, so a visit to Hong Kong
early on is highly recommended. You may
find that without visiting the market in
person, you are unable to get very far
in the process.
www.China.DoingBusinessGuide.co.uk 49
CHINA
Doing Business in China
You can get a complete list of licences It is not unusual in Hong Kong for staff to
required from the Business Licence change jobs frequently and in times of eco-
Information Service of the Hong Kong nomic boom it can be difficult to retain staff.
Trade and Industry Department:
https://www.success.tid.gov.hk/tid/eng/blic Getting your Goods to Hong Kong
s/index.jsp Hong Kong has the world's busiest airport
for international cargoes and the world's
Hong Kong Responding to Tenders third busiest container port so it follows
Government tenders are published in that air and sea are the main routes for
the local press and on the Government goods entering Hong Kong. There are
Gazette at: numerous shipping companies that can
www.gld.gov.hk/egazette/?lang=e&agree=0 help with the logistics of getting your
goods to Hong Kong.
UKTI reviews all tenders issued and
publishes those they consider to offer Hong Kong Intellectual Property Rights
opportunities for UK companies, on the The importance and need for protection
UKTI portal under the "Business of intellectual property (IP) has long been
Opportunities" section. Notifications of recognised in Hong Kong, and has been
new opportunities are automatically sent crucial in its development as an
to companies which have registered their international trading centre. Hong Kong
interest under the relevant category. established its first trademark laws in
However, the HK Government will not 1873 one of the worlds oldest laws
consider late tenders. This is a strict of this kind.
rule intended to prevent the possibility
of corruption. Based on the One Country Two Systems
principal, Hong Kongs laws and judicial
Recruiting and Retaining Staff in system, including its regulations relating
Hong Kong to IP, are independent from the Chinese
A large pool of highly educated talent is system. Hong Kongs law is based on the
available in Hong Kong for local employ- Common Law system, and its IP system
ment, many of whom have a high level is similarly based on the UKs IP
of English. An increasing number are also legislation. Hong Kong is also a member
fluent in Mandarin Chinese, helping you of the World Trade Organisation in its own
open the door to opportunities in Mainland right, thus bound by international agree-
China. Employment regulations are ments such as that on Trade-Related
straightforward with details available Aspects of Intellectual Property Rights
from the Labour Department. (TRIPS). The IP laws of Hong Kong are
therefore familiar to UK companies and
There are numerous recruitment comply with international standards.
agencies in Hong Kong, many of them
local branches of well-known international The Hong Kong SAR Government
companies. Another route for recruitment has a dedicated Intellectual Property
is to place an advert in the Saturday Department (IPD: www.ipd.gov.hk)
edition of the South China Morning Post. to handle registrations and concerns.
www.China.DoingBusinessGuide.co.uk 51
Doing Business in China
InvestHK: www.investhk.gov.hk
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Doing Business in China
Taiwan's strategic location is one of Since Taiwan joined the World Trade
its most significant advantages for Organisation in 2002, it has opened
international investors. It is ideally up its domestic market to international
situated adjacent to China and within investment and there are now very few
easy reach of major commercial centres industries that are closed to foreign
and ports in the ASEAN (Association of investors the industries where foreign
South East Asian Nations) region. For investment is restricted mainly focus on
example, the sailing time from Taiwan's agriculture, forestry, fisheries and animal
largest port, Kaohsiung, to five of the husbandry. Talk to UKTI Taiwan for more
largest Asia-Pacific ports (Hong Kong, details.
Manila, Shanghai, Tokyo and Singapore)
is just over two days. This makes Taiwan Around 300 UK companies already have
a favoured choice for headquarters in the a significant presence in Taiwan, including
Asia-Pacific region, as well as for R&D BP, HSBC, Standard Chartered Bank,
facilities. Barclays, Arup and Mott Macdonald. UK
retailers have been well-received, with
With direct flights having been introduced fashion labels such as Burberry, Vivienne
in 2008, travellers can now fly on over Westwood, Paul Smith, Dunhill, Aquascutum,
600 flights per week between Taiwan and Ted Baker, Gieves & Hawkes, Oasis and
major cities in China with a journey time French Connection all gaining a foothold
of just one to two hours, and the number in the marketplace. Smaller, specialist UK
of flights is likely to rise. companies have also invested in Taiwan,
including suppliers to the vast semicon-
The continuing liberalisation of links ductor industry and specialist chemical
across the Taiwan Strait means that company, Epichem.
foreign companies are increasingly
choosing Taiwan both as a market in its Taiwan is actively promoting the
own right and as a stepping stone into development of six emerging industries:
China. biotechnology, green energy, culture and
creativity, medicine and healthcare,
Taiwan signed the Economic tourism and high-end agriculture. It is also
Cooperation Framework Agreement focusing on four intelligent industries:
(ECFA) with China in 2010 to reduce smart electric vehicles, smart green
tariffs and commercial barriers between buildings, cloud computing and patent
the two markets. This is expected to commercialisation. There are incentives
boost bilateral trade significantly. available to attract foreign and domestic
investors in these priority sectors. You can
Taiwan's pro-investment policies and find more information on the official Invest
incentives are another major pull for in Taiwan website at
investors. Free competition is encouraged www.investtaiwan.nat.gov.tw/library/
and there are price controls only on basic main_eng_general.jsp
necessities. Qualified foreign companies
can obtain listings on the Taiwan stock
market by listing their shares or issuing
www.China.DoingBusinessGuide.co.uk 55
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Taiwan contacts:
www.China.DoingBusinessGuide.co.uk 57
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The focus of Chinas current Five The manufacturing centre for exports
Year Plan requires greater domestic remains firmly situated in and around
technological development and upgrading Guangzhou and Shenzhen with their
along the value chain. British firms good links to Hong Kong and international
can benefit from this by being better transportation hubs. However, the
integrated into the supply chain of situation is evolving quickly.
multinational enterprises operating in
China or into those of national Chinese For many British companies that have
firms. Likewise, British firms can exploit spotted business opportunities outside of
their expertise and explore new business the major conurbations of China, it will be
models in joint research and development more appropriate for them to build public
projects with Chinese organisations. relations activities with local governments
In the aerospace industry, for example, rather than in Beijing.
Airbus and Rolls-Royce have supply
chain and training centres in Tianjin, Increasingly, professional services
40 minutes south-east of Beijing by companies are following their interna-
high-speed rail, and Rolls-Royce is jointly tional manufacturing clients into regional
developing products with two major cities in China and financial services are
domestic suppliers from Xian and establishing new offices in those cities
Chengdu, the gateways to West China. that are opening specialised exchanges.
Similarly, manufacturers are benefitting
At the same time, Chinese middle to from lower operational costs and
high-end consumers are becoming improving infrastructure into the
increasingly sophisticated and demanding. Chinese hinterland.
China surpassed the USA as the largest
national market for cars with sales of 19.3 In addition to the four major cities of
million units in 2012, of which two-thirds Beijing, Shanghai, Guangzhou and
are foreign marques manufactured by five Shenzhen there are arguably a further
Sino-foreign joint ventures. Baotou, the 270 cities in China with a population in
Inner Mongolian cashmere and mining excess of one million. Across these
city, has the highest number of luxury highly populated cities there are other
cars (including Rolls-Royce and Bentley) factors evident to different degrees.
per capita in China. These include the level of economic and
social development, industry structure
In the past, British businesses have and business environment.
focused their investments and operations
in Beijing, Guangzhou, Shanghai, and As costs in more developed areas
Shenzhen for good reasons. As the continue to rise and markets become
national capital, Beijing will always attract more saturated, businesses are
the public relations operations of foreign increasingly moving inland. The research
firms. Shanghai is the largest commercial company Mintel suggests that with the
centre in China and is home to the worlds recent growth of e-commerce, its now
leading financial and professional service very common for consumers in 2nd and
companies. 3rd-tier cities to purchase on-line and have
their goods delivered the same day.
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Doing Business in China
www.China.DoingBusinessGuide.co.uk 65
CHINA
master planning
architectural design
property management
green building technology
interior design
design for leisure and aged care
air monitoring technology
soil remediation solutions
www.China.DoingBusinessGuide.co.uk 71
International Property &
Construction Consultants
EST. 1885
YEARS OF
130 EXPERIENCE
SPOTLIGHT ON
PARKSIDE
PLAZA
CHINA
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CHINA
Doing Business in China
China has very ambitious plans for China leads the world in renewable
domestic nuclear new build. International energy. It installed 20.7GW of wind
cooperation is not discouraged, but power in 2014, nearly half of the worlds
competing against Chinas lower cost- total. China has ambitious plans for
base makes this difficult. offshore wind, but has struggled to
implement them.
The National Energy Administrations
(NEA) target for nuclear installed capacity The UK signed a Memorandum of
in China is 58GW (gigawatts) by 2020, Understanding (MOU) on offshore wind
with a further 30GW planned. 26 nuclear cooperation with China in September
power reactors are under construction in 2013.
addition to the 22 already in operation.
Opportunities for UK companies include:
Chinese nuclear enterprises are looking
for established partners with whom they feasibility studies and modelling
can work with internationally. front-end engineering and design
environmental assessment and risk
UK companies should: management
offshore substations
establish long-term strategic marine cabling supply and installation
partnerships with Chinese enterprises installations and servicing
collaborate internationally in targeting consultancy and design
overseas markets (including the UK)
secure reciprocal opportunities in Contact patrik.li@fco.gov.uk
Chinas home market as part of this for more information on opportunities
arrangement in the renewables sector.
sell UK experience and expertise in Source: UKTI March 2015
waste management and
decommissioning
Contact patrik.li@fco.gov.uk
for more information on opportunities
in the power generation sector.
Source: UKTI March 2015
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www.export.org.uk
Jaguar Land Rover in China
As a trustworthy, long-term partner and global brand, Jaguar Land Rover is deeply committed
to building a strong presence within local communities. In July 2010, Jaguar Land Rover
established a National Sales Company in China headquartered in Shanghai, in response to
the countrys rapid development. The company currently also has 3 regional offices in China,
located in Beijing, Guangzhou and Chengdu.
Jaguar Land Rover is also dedicated to development process that combines employee
consolidating its existing facilities in China, training and growth, whilst encouraging a work-
which include 3 Training Academies in Beijing, life balance. The companys current employee
Shanghai and Guangzhou. Its infrastructure base in the country has increased to over 400,
includes 3 import locations at ports in Tianjin, more than 90% of whom are Chinese. Its also
Sh a n g h a i a n d Gu a n g zh o u , a n d 5 p a rts a young, innovative team, with 85% of its
distribution centres in Beijing, Guangzhou, employees in China under 40 years old.
Chongqing and Suzhou.
To get closer to customers, Jaguar Land Rover
To offer customers a deeper brand experience is relentlessly enhancing service quality by
and understanding of its products, it has expanding its dealership network across China;
developed 3 Land Rover Experience Centres by the end of 2014, Jaguar Land Rover China
in Beijing, Guangzhou and Huzhou. And had appointed 248 authorised dealers, 179 of
construction on the fourth Experience Centre in which were already in operation, covering more
Chengdu is currently underway. Looking than 100 cities across the country.
forward, Jaguar Land Rover will establish a total
of 7 Land Rover Experience Centres in China. Jaguar Land Rover works together with its
dealers to ensure that all customers experience
Jaguar Land Rover places great importance on an all-round brand experience that they have
its employees and has a comprehensive staff come to expect from such a distinguished
development programme comprised of an marque.
e xcellent performance appraisal and talent
Since establishing its National Sales Company Manufacturing Localisation
in China, Jaguar Land Rover has witnessed To better meet the demands of Chinese
healthy and steady growth. China has become consumers, Jaguar Land Rover established a
Jaguar Land Rovers single largest market joint venture company with Chery Automobile
worldwide, and sales have tripled since 2010. Company Ltd. After receiving formal approval
The company has also maintained double-digit from the Chinese government on November 18,
growth throughout the year thus far. 2012, Jaguar Land Rover and Chery formally
laid the foundation stone for a new manufactur-
Customer First Philosophy ing facility in China. Jaguar Land Rover and
Jaguar Land Rover has a strong Customer Chery have jointly invested RMB 10.9 billion, to
First business philosophy, which regards build a manufacturing facility located at the
customers as an integral part of the way it does Changshu Economic Development Zone. The
business. With the Tailored for China strategy, investment will also include the construction of
it is dedicated to providing Chinese customers an engine production facility and a R&D centre.
with the most advanced products, taking their
demands and preferences as an essential Chery Jaguar Land Rover Changshu plant has
consideration in global product research and been opened on 21st October, which is almost
design. To support the strategy, the company 400,000 square-metres in size. The first model
has an engineering team based in Shanghai that built in this plant was the Range Rover Evoque,
is dedicated to researching and analysing the and the first locally produced Jaguar Land Rover
trends and preferences of Chinese consumers, car has rolled off the production line at the
helping to give the China market a voice in opening ceremony. By 2016, the Changshu
Jaguar Land Rover global product development plant is predicted to build three Jaguar Land
and engineering processes, and incorporating Rover models. Initial annual production capacity
the Chinese markets needs in the design and of the plant will be 130,000 units a year, and we
development of its global products. are aiming for the facility to be the most
sustainable and efficient car factory in China.
At the core of Jaguar Land Rover Chinas For Jaguar Land Rover, this world-class facility
customer service philosophy is a relentless is an important milestone, demonstrating our
desire to raise customer satisfaction. commitment to bringing more locally-produced
vehicles to Chinese customers.
It endeavours to maintain the same quality
service standards consistent with all Jaguar Corporate Social Responsibility
Land Rover operations worldwide. Meanwhile,
its dealerships are equipped with advanced JLR CSR Strategy in China
hardware and world-class training at Training Besides providing customers with world-leading
Academies, helping to ensure that each Jaguar products and services in the China market, CSR
Land Rover dealer offers top-notch maintenance is also one of JLR corporate strategic pillars,
services. The company launched a new Three which is aligned with JLR global CSR strategy.
Guarantees programme in September 2013, For Chinese children and youth are the future of
going beyond requirements of the government the country, focusing on the development and
regulation, to increase customer satisfaction and wellbeing of the next generation is key to the
loyalty in China. sustainable development of China, there-
fore JLR has focused our CSR programmes
Jaguar Land Rover also initiates 360-degree particularly on youth in China.
staff competitions for service advisors,
technicians, and parts technicians all of which
help guarantee high quality customer service.
With the goal of inspiring the dreams of our
future, the Jaguar Land Rover China Children &
Youth Dream Fund, jointly initiated by Jaguar
Land Rover China (JLR China) and the China
Soong Ching Ling Foundation (CSCLF),
was officially launched on 28th May, 2014 at the
Great Hall of the People in Beijing. Through the
fund, Jaguar Land Rover China will support the
growth and development of children and youth
in four areas, namely Sports for All, Road Safety,
Children & Youth Development, and Social
Care. Funded by a donation of RMB 50 million
over three years, programmes under these
pillars will be dedicated to creating healthy living
and educational environments for the next The first journey was to Yunnan, where JLR
generation, helping them realise their dreams. offered eye screening for more than 30,000
students, and has been providing corrective
2014 CSR Programmes in China surgery and treatment for 600 students, eye-
glasses for 3,000 children in need, as well as
Jaguar China Youth Football Development local doctor trainings and equipment donation to
Initiative 4 local hospitals.
The Jaguar Football Public Open Day is an
important part of The Jaguar China Youth Foot- Disaster Relief Efforts
ball Development Initiative, and the first Following a magnitude 7.0 earthquake that
programme launched after the Dream Fund rocked Ya'an in Sichuan province on 20th April
establishment. The Jaguar Football public open 2013, Jaguar Land Rover China immediately
day has launched in Shanghai on 14th July, and donated RMB 3 million to support disaster relief
in Beijing On 25th October. It aims to provide the and restoration. Alongside its dealer partner
public with free access to football fields in Shanxi Shunchi Lujie Automobile Sales Co., Ltd,
Beijing, Shanghai, Guangzhou and Chengdu, to it donated RMB 4 million to the quake-affected
encourage their participation in the sport. The area in Yaan to rebuild schools in the region and
S i n o -U K fo o tb a l l a n d cu l tu re e xch a n g e help local students return to their studies
p ro gramme also sent a group of 56 students to and regain a normal life. On 27th August 2014,
th e U K fo r fo o tb a l l tra i n i n g a n d cu l tu ra l Jaguar Land Rover revisited their Yaan Hope
e x change, where theyve shared skills and School and undertook teaching activities with
experience with British youth, and also have had classes of the schools students.
the opportunity to interact with David Beckham,
brand ambassador of Jaguar. On 5th August, 2014, Jaguar Land Rover China
announced that it will be immediately donating
Land Rover Never Stop Caring RMB 5 million to support the post-disaster relief
Journey for Vision Programme effort to assist residents of the Zhaotong region
As an extension of Land Rover Never Stop of Yunnan province who were struck by earth-
Discovering campaign, Land Rover Never Stop quake on 3 rd August. Bob Grace, Regional
Caring programme will offer free screening and President of JLR Greater China, said that JLR
medical treatment to children with eye impair- in China stands shoulder to shoulder with
ment in remote areas in China. As well as the affected people of Yunnan and supports the
providing screening, trainings and equipment work of all those working to restore the area
donations will be offered to local hospitals. back to normal.
HIGH-vALUE OppORTUNITIES IN MAINLAND CHINA
CHINA
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Further information
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The pace of economic and currency liberalisation is picking up in China.
According to Barclays it is time to unleash the dragon and debunk some
of the myths about doing business in the worlds largest consumer market.
*Lines are open Monday to Friday, 8am to 6pm. To maintain a quality service we may monitor or record phone calls.
Calls to 0800 numbers are free if made from a UK landline. Local mobile call charges will apply.
Barclays is a trading name of Barclays Bank PLC and its subsidiaries. Barclays Bank PLC is authorised by the
Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation
Authority (Financial Services Register No. 122702). Registered in England. Registered number is 1026167 with
registered office at 1 Churchill Place, London E14 5HP.
CHINA
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Qianhai is the only place on the mainland Enjoying a geographical advantage, the
connected to Macau by bridge, and it Fujian FTP is designed to strengthen the
can be expected to continue to foster economic relationship between the main-
economic links with the island. Nansha land and Taiwan following the signing of
has an existing development zone, and the Economic Cooperation Framework
the local government has a stated Agreement (ECFA) in 2010. Although the
ambition to attract more investment Taiwan administration has faced some
in manufacturing, trading, education, internal issues with the 2013 Cross-Strait
logistics and tourism. Service Trade Agreement, the original
ECFA has in fact generated a substantial
On 18th December 2014, a new agree- amount of cross-straits trade, a reflection
ment was signed under CEPA for the of the privileged status of Taiwanese on
liberalisation of trade services between the mainland.
Guangdong and Hong Kong, which was
due to come into force on 1st March Pilot programmes will focus on outbound
2015. Guangdong will open 153 sub- investment to Taiwan in trading, aero-
sectors 95.6% of its trade services space, finance, tourism and agriculture.
to Hong Kong. A negative list has been Moreover, new policies are expected with
introduced in the agreement to make it a view to the building of a key port on the
more open than CEPA. Maritime Silk Route, which would facilitate
trade and services with other ASEAN
countries
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The following information in this section is The Waigaoqiao Free Trade Zone is
highlights from the CBBC report: China about 25 km from Shanghais CBD.
(Shanghai) Pilot Free Trade Zone. From Waigaoqiao Free Trade Zone
it takes about 45 minutes to drive to
A copy of the full report can be Pudong Airport, whereas Yangshan Free
downloaded from the CBBC website at: Trade Port Areas is about 90 minutes
www.cbbc.org away.
Waigaoqiao Free Trade Zone The stated direction for new policies in
Waigaoqiao Bonded Logistics Park the FTZ can generally be grouped into
Yangshan Free Trade Port Area four categories:
Pudong Airport Free Trade Zone
i. Expanding the finance sector
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These include:
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By the end of June 2014, a large number Limited Liability Partnerships will be
of foreign and domestic financial allowed for companies with more than
institutions had already set up their one year experience, and stable
commercial presence in the FTZ. Data operations
from the FTZ Management Committee
shows that there were already 1,859 ii. Wholly foreign-owned banks
Asset Management Companies, 436
Financial Leasing Companies and Special In the FTZ, foreign financial institutions
Purpose Vehicles, 113 Equity Investment are permitted to establish wholly foreign-
Companies, and 70 Licensed Financial owned banks, or joint ventures with
Institutions. qualified private capital.
By the end of June 2014 there were 31 iii. Restricted licence banks
domestic or foreign banks operating in the
FTZ, including foreign institutions HSBC, Restricted licence banks (banks working
Standard Chartered, Citi Bank, DBS, ANZ primarily in wholesale banking) are to
and Deutsche Bank. be allowed in the FTZ on a trial basis.
Detailed implementation rules and
For additional financial innovation case regulations are currently awaiting release,
studies, please refer to the FTZ website: after which we will know more about how
www.china-shftz.gov.cn/jrcx_index.aspx to substantiate this opportunity.
Outside the FTZ there are a number Qualified Chinese banks in the FTZ are
of restrictions on accountancy firms, allowed to open a Free Trade Account for
including firms being prohibited from financing, investment and other cross-
opening up branches in the city where border transactions separated from
their headquarters are located, and onshore transactions.
from opening more than one branch
in a single city. v. Financial leasing companies
For the FTZ however, the Ministry of Financial leasing companies are allowed
Finance announced that the following to provide a wider range of services and
types of accounting firms will be allowed better utilise offshore funds to establish
to establish branch offices in the FTZ SPVs for carrying out single-ship and
and use Shanghai PFTZ in their branch single-aircraft leasing businesses.
office names.
All secured operational capital and i. Marine design (luxury cruise ships
professionals must be appropriate to & yachts)
the scale of their business
Foreign investors are allowed to establish
The minimum registered capital is wholly foreign-owned companies in the
RMB 1 million FTZ, in contrast to elsewhere in China
where they can only operate as joint
Foreign companies must have ventures. Finnish ship design company
secured business premises, ALMACO has already registered as the
equipment, technical solutions and first foreign design company in the FTZ.
regulations in place to protect the
security of information. The facilities ii. Engineering design
and equipment of the service must
also be located inside the FTZ Qualification requirements for foreign
Both the companys major investors invested engineering companies
and senior management team must registered in the FTZ have been relaxed.
have no record of violating Chinese
telecommunication administration and Artwork Trading Services
management regulations in the last
three years Businesses such as art dealers and
auctioneers can take advantage of the
The following areas of telecoms are still FTZs bonded goods function. The FTZ
prohibited or heavily restricted for foreign also offers preferential legislation and
firms in the FTZ as they are outside: facilities for artwork storage, exhibition
and trading which companies can also
Other telecommunication services utilise.
including voice calling
By not needing to pay large amounts of
Radio stations, television stations, customs duties and deposits during the
channels, transmission and coverage period of exhibition, art dealers can enjoy
networks a reduced financial risk. International
auction houses or art dealers can take
Provision of news websites and online this opportunity to enter the China and
audio and video East Asia markets via the FTZ.
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However, there are some drawbacks to Can they benefit from actively promoting
this approach. Employing a third party your interests (is it a win-win)?
results in an additional cost to your
products and you may also lose some Do they also represent any competing
control and visibility over sales/ marketing. companies/products?
It also has implications for intellectual
property rights protection, increasing the Can you communicate effectively with
risk of your product being copied or your counterpart?
counterfeited.
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However, it is usually more difficult to alter This is the least complicated method for
a business structure once a legal entity is a foreign firm to have a legal presence
incorporated or established, so it is vitally in China and was, at one time, the first
important to seek professional advice on choice for foreign companies with little
your investment structure during the early experience in the country.
stages of planning. You must fully under-
stand your intended business activities However, due to the limited operational
in China (for the short and long term), scope mentioned above, WFOEs are
whether they are practicable, any legal typically a better option for entrants
and sector barriers to entry, and in turn seeking to develop their business in
what the suitable vehicle is for you. the long term in China.
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Our differences are our strengths
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The Chinese Government classifies the Not all Chinese standards are aligned
market for foreign investment or entry into with established international standards.
three categories: encouraged, restricted It is important to check the Chinese laws,
and prohibited. The ability of a foreign regulations, standards and certification
company to operate in China varies in requirements that apply to your area of
line with these, so in some sectors it is business.
possible to set up a 100% foreign-owned
company, but in others entry is possible For some types of product, manufacturers
only through a local partner, and in some must obtain a China Compulsory
it is not possible at all. With some Certification (CCC) mark before you
professions, for example legal, it is can export to or sell in the China market.
possible to enter the market, but The CCC mark is a compulsory quality
operation is severely restricted. and safety mark.
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China customs uses a valuation database Once a business presence has been
that lists the values of various imports achieved, companies often report
based on international market prices, numerous obstacles to successfully
foreign market prices and domestic implementing their business plan,
prices. Importers values are normally including factors such as protracted
accepted, but if they are out of line with lead times from suppliers, supply chain
the valuation database there may be a management and quality control issues,
recalculation. administrative delays which result in
longer lead times for client organisations,
You can find more about import tariffs in the management of risk, problems
the EU Commission Market Access Data- with obtaining finance, banking system
base at: www.madb.europa.eu/madb/ inefficiencies, and infrastructure
indexPubli.htm deficiencies.
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There are different levels of due diligence The local AIC bureau is the Chinese
that are appropriate for different situations. equivalent of the UKs Companies
If your sole interest is in exporting, the House. All companies in China are
best proof of a Chinese companys ability legally required to register with their
to pay is whether it is able to raise a letter AIC bureau at the municipal level to
of credit from the bank. If so, you do not obtain their business licence.
need to check the companys financial
standing as the bank will have already You will have more security if you know
done so. At the end of 2008 Chinas credit who the legally responsible person is,
database contained the personal records so find out who you are dealing with.
of 640 million individuals and 14.47 If problems occur, it will be much easier
million companies and is the largest to address issues with the legally
credit information pool in the world. The responsible person, rather than a
database includes loan, credit card use, middle man, who may go missing
insurance and bill payment information when problems arise.
of individuals and companies and is used
by financial institutions in China to make The shareholders of the company are
personal credit checks on loan applicants responsible for that amount of liability
and carry out due diligence on registered listed as registered capital on the
Chinese companies. companys business licence. You can
check whether or not the registered
One simple piece of due diligence capital has been paid up by using a
you can conduct is to get a copy of firm of accountants to get a Capital
a companys business licence which Verification Report.
will tell you the following:
If you want to establish a business
The legal representative of the relationship that goes beyond exporting,
company you will need to carry out further research.
The name and address of the A thorough evaluation of your potential
company partner may be time-consuming and
The amount of registered capital expensive, but doing so will greatly
which is also its limited liability reduce the risk of serious problems in
The type of company the future. However, it is not enough to
The business scope obtain a copy of a companys accounts,
The date it was established and the as they may not be accurate.
period of its business licence
Accounts are unlikely to be audited to the
You should check that the information standards routinely expected in the UK,
contained in the business licence and companies may have different sets of
matches what you already know and if it accounts for different audiences, so it is
doesnt then find out why. If you want to advisable to use such data in conjunction
verify the information externally you can with information obtained elsewhere.
do so through the State Administration
of Industry and Commerce (SAIC).
Candidates with the requisite skills Ensure that you hire staff at the right
and experience will be in demand level for the role: A recent MBA
and command high salaries. If you graduate returning from overseas
are not prepared to offer appropriate may not have the experience to
remuneration, you will have great navigate the complexities of setting
difficulty hiring people with these skills. up a company in China without
Many employees will leave their current seeking professional advice, and they
companies for ones that are offering may not have the capabilities to
better remuneration packages. develop business at a senior level.
You will need to determine what you Carry out due diligence: To ensure
are willing to pay at the beginning of the that the staff you are hiring are right
recruitment process. It is important to note for your company, it is essential to
that salaries in China have increased over ensure thorough due diligence in
the last few years and will continue to do recruitment, especially for senior
so. It would be advisable to conduct some managers, including conducting
market research to get a clear idea of personal background checks and
appropriate salary levels for the positions checking all references before
you wish to fill so that you can make an offering them the position.
offer that is in line with current market
rates. Offer appropriate compensation:
Once you have found the right staff
When you are recruiting in China make you will need to give them good
sure that you carry out all the normal reason to stay with your company.
steps that you would if recruiting in the You will need to provide sufficient
UK: compensation to ensure that you
recruit and retain the best employees.
Ensure that candidates technical and Offering employees the opportunity to
linguistic capabilities match their train overseas is also very attractive
claims: It is essential to hire staff with at all levels, although make sure that
the right language skills. Common in return for providing such training
mistakes include hiring Chinese staff they make a commitment to stay with
from outside mainland China who your company. In addition, be sure to
do not speak Mandarin to the level invest in the mentoring of Chinese
required, or alternatively hiring staff management-level talent; this can be
whose business English is not done by giving them experience of
sufficiently fluent for their role. working around the organisation and
grooming them for global corporate
positions. A clearly defined career
progression route is also attractive
and will help to retain staff.
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The Measures state that employers must The only situation in which foreigners
undertake social insurance registration will be able to avoid making contributions
for foreign employees within 30 days of is where they meet the requirements
applying for their employment permits. specified in bilateral or multilateral
Failure to conduct registration and agreements, of which there are currently
payment for social insurance may mean only two (Germany and Korea). Even
employers are subject to financial these agreements only allow citizens of
penalties. these countries to opt out under certain
circumstances.
Social Security Law
The changes will add extra costs to all There is still a lot that remains unclear,
businesses employing foreigners as they and there are some outstanding issues
are now required to make contributions that still need to be clarified:
on their behalf. This will hit schools
and SMEs that hire a large amount of Pension: How to reclaim the lump
foreigners particularly hard, and may sum? In the event of death how will
result in employers turning away from payment to a relative be organised?
hiring foreign workers. There is, however,
a cap for the amount of contributions Medical insurance: At which clinics
made, based on three times the local can medical insurance be claimed
average salary. Although, this is not International sections of domestic
universal and the city of Dalian has hospitals or international clinics?
already removed this cap (which could
mean that employers have to pay up Maternity insurance: Foreign women
to 37% of an entire monthly salary are not restricted to having one baby.
paid to their foreign employees). Can they use the policy multiple times
or just with their first-born?
Foreign employees are also required to
make contributions and despite the cap Unemployment insurance: If a
this is still a substantial cost for lower-paid foreigner loses their job, they are not
foreign workers. allowed to reside in China, thus they
cannot take advantage of this
Although the new tax requiring insurance.
foreign workers to pay social security
contributions is currently in effect,
the system for registration and
implementation of the tax is not yet fully
operational, and some businesses have
not yet been able to register foreigners
with their relevant social security bureaux
or make payments.
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There are two forms of interpreting. Getting the best out of your interpreter
Consecutive interpreting means you
speak and then your interpreter speaks; Hiring a well-briefed professional
this is the usual form for meetings, interpreter is the best policy. Though
discussions and negotiations. this is likely to be expensive, it will be
money well spent.
Simultaneous interpreting involves the
immediate translation of your words as The Chinese will usually, but not always,
you speak them. This requires special provide one interpreter for their side. It
equipment and can be expensive. It is is advisable to have your own interpreter
generally used only for large seminars available to assist with discussions,
and conferences. Interpreting is a skill when possible. One interpreter working
requiring professional training. Bear in for both sides may become tired and start
mind that just because someone is fluent missing the meaning or detail of what
in English and Chinese it does not is being said.
necessarily mean that they will make
a good interpreter. Chinese partners often spring interpreting
on junior staff who have studied English
If you are giving a speech or presentation, but are neither experienced at interpreting
remember that the need to interpret nor pre-briefed on the topic of the
everything will cut your speaking time meeting. With your own interpreter, you
approximately in half (unless using should also have some feedback after-
simultaneous interpreting). It is essential wards on the nuances behind what was
to make sure that the interpreter can cope said (and just as importantly not said)
with any technical or specialist terms in during the meeting.
the presentation.
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1992
563
PE
REITs
2008
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There is a rich pool of talent in the huge Customer service and after-sales support
number of Chinese students graduating One of the core USPs for many UK and
from British universities, who are keen other Western companies is the provision
to have internships or short-term employ- of high quality customer service and after-
ment in the UK before returning to China. sales support to clients in their domestic
These students can also be recruited market.
through specialist recruitment agencies.
However, due to the geographic scale
You may also wish to take up the of the Chinese mainland it is difficult for
challenge of learning Chinese yourself companies to deliver high-quality on-site
even having a basic level of communication support. For those companies that do
will create a positive impression and will want to deliver after-sales service in
have the added benefit of making your China, one of the key solutions is to
trips to China more enjoyable. invest in training and management of
partners in China to ensure that your
However, even if you do attain a business is represented in a way that
reasonable level of fluency (which can reflects your brand values and also
take over two years with dedicated study), ensures the appropriate levels of
an interpreter or a Chinese-speaking services for your customers.
member of staff is still an essential in
business meetings.
Developing a business development
strategy
A note on numbers
Outlined on the next page are some of
Large numbers are particularly tricky and the key considerations and questions to
often interpreted wrongly, sometimes ask before developing a market entry or
leading to a mistake between millions and business development strategy for China.
billions. For example, 10 million translates CBBC can help you at every step learning
into Chinese as 1,000 ten thousands; about and targeting these middle-income
100 million has its own character as consumers in China.
and 1,000 million or one billion translates
as ten times 100 million, or . There
is plenty of scope for confusion. Get
numbers written down in Arabic numerals.
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2. Price
China has traditionally been a very
price-sensitive market and this is still
the case especially in the less affluent
regional cities. However, the growth of
the more affluent and aspirational middle
classes has created opportunities in niche
1. Partnerships markets where international companies
Both UK SMEs and large corporates can deliver premium products at a higher
that have been successful in China have price. Chinese consumers will accept
created long-term win-win relationships higher prices for trustworthy brands and
with local companies that have allowed high quality products.
them to understand the market better,
create a channel to customers and While pricing must reflect the quality and
gain the government and business attractiveness of any companys products,
relationships that are an important part it must also be attractive to Chinese
of creating open access to the market. consumers. As in all market pricing it will
be set based upon the perceived value
specific to the customers in that market.
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Some brands have done very well by Both Business-to-Consumer (B2C) and
using these platforms, and if these tools Consumer-to-Consumer (C2C) transactions
are utilised effectively, they can be a have seen a very recent and substantial
low-cost alternative to traditional advertising. jump in transaction volume, with B2C
e-tailing only maturing more recently.
Social media is an important tool when
a UK business promotes its products in Government Policy
China, and there are several reasons why In August 2013, the central government
even SMEs should consider embracing announced Broadband China, a new
social media in their marketing: strategic policy for increasing public
use of the internet. The main aims are
Cost efficiency: Registering a social to facilitate the construction of a new
media account costs nothing, but internet infrastructure, popularise online
companies can use it to respond to applications, enhance service innovation
consumers directly, promote products and assist in the coordination of
and build up a community. internet-related industries.
Traditional enterprises have increased Due to the rise of the online B2C sector,
their online operations the total number of individual online C2C
shops has declined by 27.8%. This trend
The increase of online customers suggests that customers are becoming
increasingly concerned about quality and
As an internet-based industry, Chinese service and have higher expectations for
B2C companies have spent a lot of the online shopping experience.
resources in supply chain management
and they are also experienced in In the online C2C retail market, Taobao
front-end services. remains the strongest player, claiming
95.1% of the entire C2C market, leaving
Currently, price war remains the core only 4.7% to PaiPai.com and 0.2% to
competition model at this primary stage of Eachnet.com.
development in the Chinese B2C market.
However, in the future, the competition Business-to-Business (B2B) Sector
will focus on providing differentiated As of 2013, the value of Chinas B2B
products and services, not just pricing. e-commerce market transactions reached
approx. RMB 3.4 trillion (345 billion),
According to a 2012 survey of online an increase of 15% YoY. Among those
shoppers by Bain Analysis, an increasing B2B e-commerce service providers,
number of consumers are motivated to Alibaba.com continues to rank first
shop online by convenience and product in terms of revenue. According to
variety, rather than pricing. e-commerce specialists EBRun, Alibaba
has 43% of the market share, followed
Online-to-Offline (O2O) by MySteel.com, GlobalSources.com.cn,
Brick-and-mortar retailers are now HC360.com and Made-in-China.com.
developing strategies to direct shoppers
from the physical store into the online Mobile e-commerce
store and vice versa. According to a Chinese internet has witnessed a very
recent speech by Dr Yuanyue, founder of recent rapid increase in mobile
the Horizon Research Consultancy Group e-commerce. Chinas state media outlet
for durable consumer goods, Chinese Xinhua stated that in 2013 the size of
consumers prefer to compare the range, Chinas mobile e-commerce market
brands and product features online but reached RMB 53 billion (app. 5.4 billion),
eventually purchase the item in person. an increase of 44.1% YoY. As this statistic
This is especially in cases where high indicates, the momentum of this market
reliability and after-sales services are remains strong.
required.
Exporting great
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t: +44(0)1733 404 400 e: institute@export.org.uk
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In the Chinese market, mobile registration and taxation information in
e-commerce is focused on retail, order to open a seller account. The actual
entertainment and personal finance operational cost of running such an online
needs. Compared with the other online store in China is often higher than
services, the data flow of mobile expected.
e-commerce contains more private
data and its business models are closer Another option is to set up a dedicated
to the inelastic demands of individuals. e-commerce access point for Chinese
target customers, which is physically
According to CNIT-Researchs report hosted outside of China (for example,
published in August 2013, the number Google chose Hong Kong to host its
of mobile e-commerce users in China at server clusters for Chinese visitors).
that time was as high as 370 million. This For British SMEs, hosting Chinese
figure had increased dramatically since content in the Asia-Pacific region means
2009, when there were just 36 million Chinese customers could get a faster
users. CNIT-Research estimated that connection, which is very important
users of mobile e-commerce will have in the e-commerce market. The latest
reached 500 million by the end of 2014*. cloud-based hosting services provide
reliable solutions at affordable prices.
The roll-out of 4G networks, with higher
connection speeds, combined with more Before entering the Chinese e-commerce
consumers switching to smart phones, market, it is important to understand
will further stimulate the growth of frequently changing government
mobile e-commerce. regulations and the local business
landscape. CBBC recommends UK
(* Although not necessarily all users of companies visit China to meet local
mobile e-commerce, in February 2015 partners and potential supporting staff.
there were about 1.29 billion mobile
users registered in China.) A good local partner can act as a sensor
of industrial trends and as a guide
Getting Access to Chinas Online to building business relationships.
Consumers In addition, the success of e-commerce
For British businesses trying to access activities is heavily dependent on pre-sale
the Chinese e-commerce market, the first consultation and post-sale support
step is to work out a practical and reliable services. A local partner would be in
e-commerce strategy. In the past, the only the best position to handle these issues.
way to directly handle the online shopping
demand from China was to establish
an online store in Chinese e-commerce
platforms, meaning that domestic
business registration and tax reporting
were essential.
www.China.DoingBusinessGuide.co.uk 145
Top 10 Tips for Chinese E-Commerce
Also UKTIs e-Exporting Programme can help you reach Chinese consumers through
e-marketplaces. See: www.gov.uk/e-exporting
Great
Communication www.ipa.co.uk
CHINA
www.China.DoingBusinessGuide.co.uk 151
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Doing Business in China
The Chinese market can be more complex need for patience to build up trust
for uninitiated companies than other and networks
international markets. The challenges of
a huge market with a different business significant time difference
culture and language are compounded
by a controlled currency and relative weather extremes across the country
newness of international trading in and high levels of pollution in certain
modern China. urban centres
monitor the market for possible The Foreign and Commonwealth Office
infringements (FCO) and UKIPO fund a number of
cooperation projects on important IP
China uses a first-to-file system for topics in China. These include online
trademarks. You may lose legal protection IP infringement, copyright enforcement,
if a similar mark has already been protection of geographical indications,
registered within China. Therefore, you IP in technology transfer and collaborative
must register your trademarks in China research, and facilitating exchanges
before entering the market. between IP judiciaries.
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Doing Business in China
IP attachs provide a focal point in host Small transactions, such as the use of
countries for supporting UK businesses ATMs and credit cards, are straightforward,
with IP related issues, promoting UK but the controlled currency means that
Government interests and working with you need to be more careful in setting
local IP agencies. Attachs help to build up contracts and investing in the market.
relations with governments of host Company dividends may only be paid
countries to understand and actively annually, following audit of accounts by
engage with IP policy makers. an approved accountancy firm.
Agree and stipulate how agency Open Account and Bills for Collection
payments are to be handled. are other payment methods commonly
used between UK exporters and Chinese
Ensure the contract is fully under- importers when a trustworthy relationship
stood and agreed with the Chinese between the two parties has been
organisation. The contract should be developed. Major exports and those
accurately translated and both requiring long-term finance will require
versions signed. specialist payment and financing.
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Doing Business in China
In the case of equipment imports, You should ensure you take the
Chinese companies often insert a clause necessary steps to comply with the
in the contract withholding a portion of the requirements of the UK Bribery Act. See:
payment normally 5 to 10% of the total www.gov.uk/government/publications/
contract value which will be paid only bribery-act-2010-guidance, where you
when the equipment is installed and can download the Bribery Act 2010
commissioned. This retention sum guidance.
tends to become a permanent rebate,
so beware of allowing too high a figure.
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Doing Business in China
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L
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CHINA
www.China.DoingBusinessGuide.co.uk 161
CHINA
Doing Business in China
www.China.DoingBusinessGuide.co.uk 163
The role of the State Stick to safe subjects such as
hobbies, family, your hometown,
It is easy to underestimate the role that the Chinese landscape and Chinese
the State continues to play in Chinese culture. The Chinese often ask
business. Despite the rapid expansion of apparently intrusive questions about
the private sector, many large Chinese your age, income or marital status.
businesses in strategic sectors remain These questions are not meant to
state-owned and, in addition, apparently offend, but if you dont want to
private firms also often turn out to have an answer, remain polite and give an
element of state control. The state factor unspecific response.
can have a significant influence on the
way a company does business, so you Avoid talking politics unless you know
should make yourself aware of the wider the person very well. Chinese people
political (in both the small and large are more nervous having political
p senses of the word) milieu that your debates openly. In any case, do not
Chinese partner or customer operates in. criticise China or Chinese leaders.
This knowledge will give you a greater Do not refer to Hong Kong as if it was
understanding of where the Chinese side still run by another administration or
is coming from. Taiwan or Tibet as separate entities.
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Doing Business in China
It is a good idea to bring along small Business meetings start on time and
gifts for your hosts (souvenirs from your it is good practice to arrive at the
region, pens, ties, or a memento of your location early. Formal introductions
company). Wrap them in a colour are standard and it is usual to be
traditionally regarded as lucky, such as introduced to the most senior person
gold or red. It is not customary to open first, followed by the rest of the group
presents in front of the giver, unless in descending order of seniority.
encouraged to do so.
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Doing Business in China
There may be people from several Chinese green tea is normally offered
organisations present at the business at business meetings. This is usually
meeting. If it is not immediately served boiling hot in a porcelain mug
apparent who is the most senior with a lid. To avoid the tea leaves,
person in the room, it is a good idea which will sink eventually, blow them
to try to discover this by asking about out of the way or push them out of the
the relative roles of those present in way with the lid. The cup will be
the organisation and then to address refilled periodically, but there is no
remarks to that person. Another need to take more than a couple
pointer is that the person opposite of sips.
you at the meeting table will normally
be the most senior Chinese person
present. Presentations
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Doing Business in China
An effective Chinese colleague will often Perversely, they often do not accord
be able to analyse body language at mainland Chinese or Hong Kong repre-
meetings, work out who in the other sentatives the same status as a foreigner.
negotiating team holds real power (not The ideal sales team, therefore, is often a
always the boss), and help smooth out Chinese to take care of the working level
any inadvertent wrinkles. contacts and a foreigner to do honour to
the higher echelons.
Using friendship to extract concessions Make sure that you get professional legal
Once both sides have met, the advice from someone who understands
Chinese side may remind the the law (and the language) under which
foreigners that true friends would the contract was written.
reach an agreement of maximum
mutual benefit. Make sure that the Be patient It is generally believed in
benefit is genuinely mutual and not China that Westerners are always in a
just one-way. hurry, and the Chinese party may try
to get you to sign an agreement
Showing anger Despite the before you have had adequate time to
Confucian aversion to displays of review the details. Possibly consider
anger, the Chinese side may put on having an Open Return flight.
a display of calculated anger to put
pressure on the foreign party, who Contracts Chinese and Westerners
may be afraid of losing the contract. often approach a deal from opposite
ends. To a Westerner, starting with a
Attrition Chinese negotiators are standard contract, altering it to fit the
patient and can stretch out different circumstances, and signing
discussions in order to wear their the revised version, seems straight-
interlocutors down. Excessive forward. Commercial law is ingrained
hospitality the evening before in our thinking, but traditionally,
discussions can be another variation commercial law scarcely existed
on this theme. in China and certainly indicated bad
faith. The early appearance of a
Counterplay draft legal contract was seen as
Here are some useful tactics that may inappropriate or, more likely,
help foreign negotiators dealing with the irrelevant, because it carried no sense
Chinese: of commitment. The business clauses
might form a useful agenda, but
Be absolutely prepared At least one obligations came from relationships,
member of the foreign team must not pieces of paper.
have a thorough knowledge of every
aspect of the business deal. Be Nowadays, business contracts are
prepared to give a lengthy and accepted as the norm. But returning
detailed presentation, taking care not home with a signed piece of paper is not
to release sensitive technological the end of the matter. It is not unknown for
information before you reach full the Chinese side to view a contract as a
agreement. snapshot of an agreement that was made
at a particular time, and under particular
Be willing to cut your losses and go circumstances. Further concessions may
home Let the Chinese side know then be requested a difficult prospect for
that failure to agree is an acceptable the Westerner who has shaved his margin
alternative to making a bad deal. down to the bone.
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Doing Business in China
The UK visa service has been The Chinese take the concept of being
complimented by major Chinese investors host (and you being in the role of a guest)
such as Huawei for its efficiency. Biometric very seriously. Companies doing business
data (fingerprints and photographs) is in China are often treated to a wide range
now required for all visa applications of assistance, including hotels, transport,
and this can be done at Visa Application meals and evening entertainment.
Centres across China. Full details on the
visa application process can be found at: Chinese companies can often lean on
www.vfs-uk-cn.com an extensive network of relationships
to provide these without incurring direct
While the majority of visas are granted, costs, or at a substantial discount.
some common problems arise which may
prevent or delay the granting of visas to Inviting the Chinese side for a return
the UK. Some Chinese companies may visit to your company in the UK will
rely on local agents for advice, rather than demonstrate your intent to reciprocate
the Embassy website (www.uk.cn). The the hospitality of the Chinese side, and
quality of these agents varies and they will also strengthen the relationship.
are often more of a hindrance than a However, when they are visiting the UK
help; recommend your visitors use official Chinese companies expect the same
channels. On top of this, assistants or assistance, and most UK companies do
secretaries may miss or incorrectly enter not have the budget to handle two weeks
vital information, so forms should be of all-in travel for contacts they have
checked personally by the applicant. never done business with and are not
sure they ever will do business with.
If assistants or colleagues are also
applying, a cover letter to the visa section Therefore, it is best to be cautious about
explaining that the applications are linked the extent to which hospitality is expected.
can help. Finally, visitors should allow
plenty of time for their application, Dont be rude, but do take the trouble
especially if they require several visas to explain that things are different in the
to visit multiple destinations. UK. However, showing you care is not
expensive. Making sure your visitors are
greeted at the airport and making an effort
to see them off when they leave is seen
as basic hospitality in China. Organising
some sightseeing or shopping for your
guests and treating them to a meal in a
good Chinese restaurant will also be well
received.
Source UKTI
www.China.DoingBusinessGuide.co.uk 173
Zhonglun W&D Law Firm
About Foreign Investments
Zhonglun W&D Law Firm is a large-scale, Zhonglun W&D Law Firm has been
comprehensive law firm with approxi- continuously dedicated to facilitate
mately five hundred lawyers and legal business endeavors in China. Since our
employees; we are based in Beijing, and establishment in 1992, we have ventured
co-function with seventeen branch offices and thrived in bridging the legal gap
in major cities in Greater China, Europe between foreign investors and Chinese
and Middle East. We provide legal business opportunities. With our expertise
services in Chinese, English, French, and professional integrity, we serve to
Korean, Japanese and Arabic. introduce foreign capital to local business
from a legal perspective, to further our
Our practice ranges from traditional areas clients understanding of the investment
like corporate finance, capital market, environment in China, and most importantly,
real estate and construction, intellectual to facilitate the legal procedure of cross-
property and informational technology, border business transactions on our
international investment and trade, clients stead.
litigation and arbitration, to emerging
areas such as private equity, growth The firm manages equity transfer and
enterprises market and real estate acquisition, legal procedures for joint
investment trusts. venture company projects; and conducts
legal due diligence, structured investment
Our professional team strives to provide design, and legal documents drafting for
qualitied and effective legal solutions to foreign clients launched on the Chinese
clients ranging from multi-national market. In 2013, we consulted Capitaland
companies, governmental institutions, Retail Investment on state-owned assets
foreign embassies and consulates, to transfer and foreign investment acquisition
rising SMEs and start-ups. We practice regarding its acquisition project in China;
with the highest standard in the industry, the deal concerned over two hundred
and aim to build enduring business million yuan.
relationship with our clients.
We provide legal consultation, and
litigation and arbitration services to secure
the business well-being for our foreign
clients, particularly with laws concerning
financial institutions and intellectual
property. Our clients range from leading
commercial and investment banks like
Barclays, NatWest, RBS and J. P. Morgan,
to business enterprises, individuals and
NGOs like Victoria Secret, Lotte Group,
J. K. Rowling, and WSPA.
Zhonglun W&D Law Firm has devoted its Should you inquire further information
professional and research resources to please do not hesitate to contact:
promote foreign investment in China. We
organize, and invite our business partners Mr. Zheng (Bill) Li
from abroad to attend discussion panels, Senior Partner, Lawyer
forums and speeches to keep abreast Zhonglun W&D Law Firm
with current affairs in the area. We have
also established a Foreign Investment Address:
and M&A Practice Committee among our 19th Floor,
twenty-six special committees to further Golden Tower,
streamline our service in foreign No. 1 Xibahe Road
investments. This committee consists Chaoyang District,
of partners and lawyers who received Beijing, China 100028
education and credentials from legal
institutions overseas, and are well Cell: 13911768721
experienced in foreign investment and Tel: +86-10-6440 2232
M&A practice. Our clients benefit from Direct Line: +86-10-6440 2893
our enduring partnership with regulatory Fax: +86-10-6440 2915
authorities and intermediary organs, as Email: lizheng@zlwd.com
well as our cross-sector specialty in Web: www.zhonglunwende.com
foreign exchange, finance and taxation.
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CHINA
Doing Business in China
Why China?
First things first Market readiness You get an approved label to be attached
to the product and also details on the time
Market readiness is vital if you are to scales involved and the associated costs.
succeed and is, initially, based around You are then ensured that your product
compliance issues. These appear to meets all the requirements, meaning that
be highly complex and ever changing. it can be easily imported.
As soon as you begin to look at regulation
it quickly becomes apparent that the food Obviously going through the regulatory
industry requires a dependable intermediary compliance carries a significant cost,
to interpret Chinas complex regulations, but should be viewed as an essential
registration projects and ultimately remove investment, simply because nowadays
the regulatory barriers preventing enter- serious Chinese dealers will no longer
prises accessing China's markets. A recent take the risk of placing even sample orders
BCC review showed that for SMEs one if this has not been done. Any effort you
of the biggest barriers export trade is put into selling into the market without
regulation but it doesnt have to be compliance could easily be a waste of
that way. time and money.
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Doing Business in China
Here is part of a typical compliance menu showing some of the many (but not all) steps that
need to be dealt with for various food types, as you can see this can be quite complex. Many
of these documents will actually already be familiar to you as they apply to exports in general:
Prepackaged foods for Original label and translated version, Chinese label, copies of
first-time import the business license of importers, distributors or agents listed
in the label, relevant evidentiary materials for the awards,
certificates, legal producing area, geographical indication,
special ingredients contained in the product, etc. that are
emphasised in the label, conformance evidentiary materials
for the nutritional ingredients content marked on the label
Prepackaged foods not Certificate of label filing, label samples both in English
imported for the first time and Chinese (it will be deemed as first-time import
without the certificate of label filing.)
Dairy products imported for The testing report listed in food safety national standard
the first time
Dairy products not imported Copies of the testing report of first-time import, and the
for the first time testing report of the items required by AQSIQ
Prepackaged edible vegetable Testing report of the items required in relevant food safety
oil imported for the first time national standard
Prepackaged edible vegetable Copies of the testing report of first-time import, and the
oil not imported for the first time testing report of the items after importer risk analysis and
designated by inspection and quarantine institutions
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Doing Business in China
In addition to compliance and labelling, it Just like the EU the various regions
is a good idea to register your trademark/ of China have their own identity and
brand in China. Whilst many companies requirements and as such you will need
assume that their trademark is registered to develop a dealer network. Having your
worldwide, it needs to be specifically own office in China is a great help, but
registered in the Chinese market. It is also ultimately your success in the market will
a good idea to have a Chinese version of depend on the strength of your dealer
your trademark/brand. network. There are few if any dealers
who can truly cover the whole of China
In China the Government operates a first no matter what they may say. The vast
to file system which means that anyone majority will cover their home city,
can file a trademark and then, if it happens (remember many Chinese cities have
to be yours, can block you from using it in populations running into millions of
China. The cost of registering is modest people). Some will cover their home
compared with the cost of trying to buy province, but few will really have the
your trademark back from anyone who ability to cover China as a whole.
has beaten you to it.
Also you need to consider if you will
That all said, there is a kudos attached to actually Do China. Having a single dealer
maintaining the product identity as being in say, Guangzhou, is no more doing
from the UK, simply because in China, UK China than having a single dealer in, say,
products are seen as being of high quality Paris means that you are doing Europe.
and are safe. As a result they can The best and most economic approach is
command a premium price. to find a good place to start and then once
that region is developed and you have
some brand identity, you can then start
Routes to Market to expand. This is where having an under-
standing of the various regions is helpful.
So you have a product that has been We based ourselves in Guangzhou (Canton)
approved and has a Chinese label and a and believe it makes the ideal stepping-off
registered brand Congratulations, you point for your China adventure.
are market ready! Now you need to look
at developing a distribution network and
creating brand awareness. Why Guangzhou?
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Doing Business in China
Food exhibitions are a good place to start in China there is a food exhibition somewhere
every week, and so you need to take a strategic approach. In Guangzhou, we recommend
the Food and Hospitality World Exhibition (FHW) which takes place in September each year.
FHW is in fact, an international franchise and operates shows throughout the BRICS countries.
Anderen Ltd offer a fully managed package which includes space, stand-building, provision
of trained interpreters, translation of literature and event management. They can also help to
bring samples into the show, even if they are not yet compliant, through a legitimate exclusion
system, making it as easy as possible to exhibit.
New for this year is the Food2China web portal (www.food2china.com).The internet is now a
vital tool for engaging with both B2B and B2C in China. Trade on the internet in China is growing
at a phenomenal rate, you simply have to have an internet presence, ideally in Chinese.
UK Export Finance is the UKs export credit agency, serving UK companies of all sizes.
We help by providing insurance to exporters and guarantees to banks to share the risks of
providing export finance. In addition, we can make loans to overseas buyers of goods and
services from the UK.
In the past five years, we have provided: UK Export Finance is the operating
name of the Export Credits Guarantee
14 billion worth of support for UK Department (ECGD).
exports;
For more information and to arrange
direct support for more than 300 a free consultation with an Export
customers supported directly, with Finance Adviser, visit:
many thousands more benefiting www.gov.uk/making-exports-happen
through export supply chains;
New business enquiries:
nearly 2000 individual guarantees, Telephone: +44 (0)20 7271 8010
loans or insurance policies. Email: customer.service@ukef.gsi.gov.uk
www.China.DoingBusinessGuide.co.uk 185
CHINA
CBBC East
C/O 3rd Floor CBBC North East
Portland House C/O 3rd Floor
Bressenden Place Portland House
London Bressenden Place
SW1E 5BH London SW1E 5BH
Tel: +44 (0)178 731 0245 Tel: +44 (0)1484 325 320
Fax: +44 (0)20 7802 2029
CBBC Wales
CBBC West Midlands C/O South Wales Chamber of Commerce
C/O 3rd Floor Orion Suite
Portland House Enterprise Way
Bressenden Place Newport NP20 2AQ
London Tel: +44 (0)1633 242 724
SW1E 5BH Email: wales@cbbc.org
Tel: +44(0)1788 570 929
CBBC Scotland - Edinburgh
CBBC East Midlands C/O Edinburgh Centre for Carbon Innovation
The International Trade Centre High School Yards
Innovation House Edinburgh EH1 1LZ
Riverside Park Tel: +44 (0)7931 880 934
Raynesway
Derby DE21 7BF CBBC Scotland - Glasgow
Tel: +44 (0)845 052 4001 1st Floor
Fax: +44 (0)20 7802 2029 30 George Square
Glasgow G2 1EQ
CBBC North West - Manchester Tel: +44 (0)141 204 8322
Churchgate House Fax: +44 (0)141 204 8354
56 Oxford Street
Manchester M60 7HJ
Tel: +44 (0) 161 237 4247
www.China.DoingBusinessGuide.co.uk 187
CHINA
www.China.DoingBusinessGuide.co.uk 189
CHINA
Doing Business in China
VFS Global:
www.vfsglobal.co.uk/china
British Chamber of Commerce in Hong British Trade & Cultural Office, Taiwan:
Kong: www.britcham.com https://www.gov.uk/government/world/
taiwan
Hong Kong Business Licence Information
Service, Trade and Industry Department: Invest in Taiwan:
www.success.tid.gov.hk/tid/eng/blics/inde investtaiwan.nat.gov.tw/library/main_
x.jsp eng_general.jsp
Hong Kong Centre for Food Safety: British Chamber of Commerce in Taiwan
www.cfs.gov.hk/eindex.html (BCCT): www.bcctaipei.com
www.China.DoingBusinessGuide.co.uk 191
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Doing Business in China
www.China.DoingBusinessGuide.co.uk 193
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Doing Business in China
www.China.DoingBusinessGuide.co.uk 195
CHINA - PROVINCES
AND MAJOR CITES
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CHINA
Disclaimer
Whereas every effort has been made to No liability is accepted by IMA, IOE, UKEF,
ensure that the information given in this CBBC, UKTI, the FCO or BIS for any loss
Guide is accurate, neither International or damage (whether consequential or
Market Advisor (IMA), Institute of Export otherwise) which may arise out of or in
(IOE), UK Export Finance (UKEF), the connection with the report. No warranty is
China-Britain Business Council (CBBC) given, or responsibility accepted as to the
or UK Trade & Investment (UKTI), nor its standing of any individual, firm, company
parent Departments, the Department for or other organisation mentioned.
Business, Innovation & Skills (BIS) or the
Foreign & Commonwealth Office (FCO), A range of UK Government support is
accept liability for any errors, omissions or available from a portfolio of initiatives
misleading statements and no warranty is called 'Solutions for Business'.
given or responsibility accepted as to the
standing of any individual, firm, company The "solutions" are available to qualifying
or other organisation mentioned. businesses and cover everything from
investment and grants through to specialist
The purpose of the Doing Business advice, collaborations and partnerships.
Guides, prepared by International Market
Advisor (IMA) is to provide information to Contains public sector information
help recipients form their own judgments licensed under the Open Government
about making business decisions as to Licence v3.0.
whether to invest or operate in a particular
country.
Jaguar Land Rover is a British car manufacturer built around two iconic automotive brands:
Jaguar, the producer of globally celebrated high performance vehicles, and Land Rover, the
legendary maker of world famous premium SUVs. In their 80-year and 67-year histories,
Jaguar and Land Rover have been renowned for their stunning design, cutting-edge technology
and breath-taking performance.
As the UK's largest automotive employer, Jaguar Land Rover has a world-class team and
employs almost 32,000 people globally. In addition, it supports 210,000 people through the
supply chain, dealer network and wider economy. Globally, the company supplies its vehicles
through nearly 2,500 franchised dealers; almost 53,000 employees.
As a trustworthy, long-term partner and global brand, Jaguar Land Rover is deeply committed
to building a strong presence within local communities. In July 2010, Jaguar Land Rover
established a National Sales Company in China headquartered in Shanghai, in response to
the countrys rapid development. The company currently also has 3 regional offices in China,
located in Beijing, Guangzhou and Chengdu.
www.jaguarlandrover.com/gl/en/