2014年经济学人 在中国觅食的外国企业家

Foreign entrepreneurs in China

Small is not beautiful

It is hard for small businesses to break into the Chinese market

ENTREPRENEURS do more with less, proclaimed Fiona Woolf this week on a visit to Shanghai. Lady Woolf, the current Lord Mayor of the City of London, was speaking at an academic conference devoted¹ to helping² small and medium enterprises (SMEs) flourish in China. These businesses face all of the same obstacles as big firms trying to enter China but have far fewer resources.

Intellectual-property rights are hard and costly³ to defend. The tangle⁴ of red tape involved in tax, compliance⁵, customs clearance⁶, business registration⁷ and so on can overwhelm small firms. Alexandra Voss of the German Chamber⁸ of Commerce points out that local firms often work overtime⁹ and on weekends during negotiations—and that foreign SMEs with staff shortages and little local knowledge can quickly get overwhelmed.

A bigger snag is that getting China right demands a huge amount of attention from the top brass¹⁰, explains Franklin Yao of Smith Street Solutions, a consulting firm that advises firms keen to enter China. The problem is that the market is enormous, complicated and opaque¹¹. It is also hyper-competitive, thanks to a proliferation of both low-cost locals and deep-pocketed multinational¹² companies.

For intrepid¹³ SMEs still keen to try, help is at hand. All developed countries have trade offices and business chambers¹⁴ devoted to helping smaller firms clear the many hurdles¹⁵. Consultants¹⁶ are also coming up with new ways to connect these firms to unfamiliar¹⁷ customers.

Deb Weidenhamer runs iPai, a trailblazing foreign auction¹⁸ house in China. Her outfit¹⁹ holds dozens of auctions²⁰ a year, run simultaneously²¹ online and at a trendy site in Shanghai, mostly peddling²² excess inventories²³ from distributors of fashionable goods. For 15,000, she will add a foreign SME's product to three of her auctions over several weeks and get user feedback. The result, she says, is that her clients learn quickly and easily if and how much Chinese customers will pay for their novel products and what they think of them.

Another encouraging development for smaller firms is the rise of e-commerce in China. Frank Lavin of Export Now, an e-commerce firm, argues that going directly to online sales lets foreign newcomers build a national brand far more quickly and cheaply than through bricks-and-mortar outlets²⁴. For 17-20% of a firm's Chinese revenues, he will take care of the regulatory filings, product testing, warehousing and so on required for online sales.

Alibaba, a Chinese e-commerce giant that recently went public in America, is explicitly²⁵ courting foreign SMEs. A recent success story involves sales of imported fresh foods on its Tmall portal. Keith Hu of the Northwest Cherry Growers, which represents American farmers of the fruit, explains that selling to China was made even more difficult as the fruit ripens²⁶ only during an eight-week period each year. But a clever collaboration²⁷ with Tmall helped his farmers reach customers even in smaller Chinese cities, boosting sales over fourfold in the past year to over 600 tonnes.

While it is possible to make it, Mr Yao is blunt about the chances: “If your firm doesn't have at least 100m a year in sales, don't bother trying.” Life is hardly a bowl of cherries for most small entrepreneurs trying to enter the Middle Kingdom.

1 devoted   

adj.忠诚的，忠实的，热心的，献身于...的

参考例句：

• He devoted his life to the educational cause of the motherland.他为祖国的教育事业贡献了一生。
• We devoted a lengthy and full discussion to this topic.我们对这个题目进行了长时间的充分讨论。

2 helping   

n.食物的一份&adj.帮助人的，辅助的

参考例句：

• The poor children regularly pony up for a second helping of my hamburger. 那些可怜的孩子们总是要求我把我的汉堡包再给他们一份。
• By doing this, they may at times be helping to restore competition. 这样一来, 他在某些时候,有助于竞争的加强。

3 costly   

adj.昂贵的，价值高的，豪华的

参考例句：

• It must be very costly to keep up a house like this.维修这么一幢房子一定很昂贵。
• This dictionary is very useful,only it is a bit costly.这本词典很有用，左不过贵了些。

4 tangle   

n.纠缠；缠结；混乱；v.(使)缠绕；变乱

参考例句：

• I shouldn't tangle with Peter.He is bigger than me.我不应该与彼特吵架。他的块头比我大。
• If I were you, I wouldn't tangle with them.我要是你，我就不跟他们争吵。

5 compliance   

n.顺从；服从；附和；屈从

参考例句：

• I was surprised by his compliance with these terms.我对他竟然依从了这些条件而感到吃惊。
• She gave up the idea in compliance with his desire.她顺从他的愿望而放弃自己的主意。

6 clearance   

n.净空；许可(证)；清算；清除，清理

参考例句：

• There was a clearance of only ten centimetres between the two walls.两堵墙之间只有十厘米的空隙。
• The ship sailed as soon as it got clearance. 那艘船一办好离港手续立刻启航了。

7 registration   

n.登记，注册，挂号

参考例句：

• Marriage without registration is not recognized by law.法律不承认未登记的婚姻。
• What's your registration number?你挂的是几号？

8 chamber   

n.房间，寝室；会议厅；议院；会所

参考例句：

• For many,the dentist's surgery remains a torture chamber.对许多人来说，牙医的治疗室一直是间受刑室。
• The chamber was ablaze with light.会议厅里灯火辉煌。

9 overtime   

adj.超时的，加班的；adv.加班地

参考例句：

• They are working overtime to finish the work.为了完成任务他们正在加班加点地工作。
• He was paid for the overtime he worked.他领到了加班费。

10 brass   

n.黄铜；黄铜器，铜管乐器

参考例句：

• Many of the workers play in the factory's brass band.许多工人都在工厂铜管乐队中演奏。
• Brass is formed by the fusion of copper and zinc.黄铜是通过铜和锌的熔合而成的。

11 opaque   

adj.不透光的；不反光的，不传导的；晦涩的

参考例句：

• The windows are of opaque glass.这些窗户装着不透明玻璃。
• Their intentions remained opaque.他们的意图仍然令人费解。

12 multinational   

adj.多国的，多种国籍的；n.多国籍公司，跨国公司

参考例句：

• The firm was taken over by a multinational consulting firm.这家公司被一个跨国咨询公司收购。
• He analyzed the relationship between multinational corporations and under-developed countries.他分析了跨国公司和不发达国家之间的关系。

13 intrepid   

adj.无畏的，刚毅的

参考例句：

• He is not really satisfied with his intrepid action.他没有真正满意他的无畏行动。
• John's intrepid personality made him a good choice for team leader.约翰勇敢的个性适合作领导工作。

14 chambers   

n.房间( chamber的名词复数 )；（议会的）议院；卧室；会议厅

参考例句：

• The body will be removed into one of the cold storage chambers. 尸体将被移到一个冷冻间里。 来自《简明英汉词典》
• Mr Chambers's readable book concentrates on the middle passage: the time Ransome spent in Russia. Chambers先生的这本值得一看的书重点在中间：Ransome在俄国的那几年。 来自互联网

15 hurdles   

n.障碍( hurdle的名词复数 )；跳栏；（供人或马跳跃的）栏架；跨栏赛

参考例句：

• In starting a new company, many hurdles must be crossed. 刚开办一个公司时，必须克服许多障碍。 来自《简明英汉词典》
• There are several hurdles to be got over in this project. 在这项工程中有一些困难要克服。 来自辞典例句

16 consultants   

顾问( consultant的名词复数 )； 高级顾问医生，会诊医生

参考例句：

• a firm of management consultants 管理咨询公司
• There're many consultants in hospital. 医院里有很多会诊医生。

17 unfamiliar   

adj.陌生的，不熟悉的

参考例句：

• I am unfamiliar with the place and the people here.我在这儿人地生疏。
• The man seemed unfamiliar to me.这人很面生。

18 auction   

n.拍卖；拍卖会；vt.拍卖

参考例句：

• They've put the contents of their house up for auction.他们把房子里的东西全都拿去拍卖了。
• They bought a new minibus with the proceeds from the auction.他们用拍卖得来的钱买了一辆新面包车。

19 outfit   

n.（为特殊用途的）全套装备，全套服装

参考例句：

• Jenney bought a new outfit for her daughter's wedding.珍妮为参加女儿的婚礼买了一套新装。
• His father bought a ski outfit for him on his birthday.他父亲在他生日那天给他买了一套滑雪用具。

20 auctions   

n.拍卖，拍卖方式( auction的名词复数 )

参考例句：

• They picked up most of the furniture at auctions in country towns. 他们大部分的家具都是在乡村镇上的拍卖处买的。 来自辞典例句
• Our dealers didn't want these cars, so we had to dump them at auctions. 我们的承销商都不要这些车子，因此我们只好贱价拍卖。 来自辞典例句

21 simultaneously   

adv.同时发生地，同时进行地

参考例句：

• The radar beam can track a number of targets almost simultaneously.雷达波几乎可以同时追着多个目标。
• The Windows allow a computer user to execute multiple programs simultaneously.Windows允许计算机用户同时运行多个程序。

22 peddling   

忙于琐事的，无关紧要的

参考例句：

• He worked as a door-to-door salesman peddling cloths and brushes. 他的工作是上门推销抹布和刷子。
• "If he doesn't like peddling, why doesn't he practice law? "要是他不高兴卖柴火，干吗不当律师呢？

23 inventories   

n.总结( inventory的名词复数 )；细账；存货清单（或财产目录）的编制

参考例句：

• In other cases, such as inventories, inputs and outputs are both continuous. 在另一些情况下，比如存货，其投入和产出都是持续不断的。
• The store must clear its winter inventories by April 1st. 该店必须在4月1日前售清冬季存货。

24 outlets   

n.出口( outlet的名词复数 )；经销店；插座；廉价经销店

参考例句：

• The dumping of foreign cotton blocked outlets for locally grown cotton. 外国棉花的倾销阻滞了当地生产的棉花的销路。 来自《简明英汉词典》
• They must find outlets for their products. 他们必须为自己的产品寻找出路。 来自《现代汉英综合大词典》

25 explicitly   

ad.明确地，显然地

参考例句：

• The plan does not explicitly endorse the private ownership of land. 该计划没有明确地支持土地私有制。
• SARA amended section 113 to provide explicitly for a right to contribution. 《最高基金修正与再授权法案》修正了第123条，清楚地规定了分配权。 来自英汉非文学 - 环境法 - 环境法

26 ripens   

v.成熟，使熟( ripen的第三人称单数 )

参考例句：

• The sun ripens the crops. 太阳使庄稼成熟。 来自《简明英汉词典》
• Then their seed ripens, and soon they turn brown and shrivel up. 随后，它们的种子熟了，不久就变枯萎。 来自辞典例句

27 collaboration   

n.合作，协作；勾结

参考例句：

• The two companies are working in close collaboration each other.这两家公司密切合作。
• He was shot for collaboration with the enemy.他因通敌而被枪毙了。