china - pathways to gaining market access and building demand - asae ic2012. maria tong
DESCRIPTION
Presentation by Maria Tong MCI Beijing at the ASAE International Conference 2012TRANSCRIPT
2012 Association International Conference
Chinese Government: Pathways to Gaining Market Access & Building Demand
May 2, 2012
Maria Tong
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Agenda
• Importance of building relations with Chinese government
• Function of Chinese government• The recent government’s focus• Means of engagement • Things you must know • Experience sharing from guest panelists
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Importance of building relations with Chinese government
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The evolving role of Chinese government
1949 - 1978 Planned Economy
Planned Economy; Single Public Ownership;
Government Dominant model
1978 – 1992Reform: Goal Exploring
Transition to Market Economy; Encourage private economy and foreign investment;
Government guided & market regulated model
1992 – 2002 Reform: Framework Building
Market Economy goal established Modern limited government model
2002 -Reform: Complete System
Perfect Socialist Economy System; deeper market economic reform with open policy, multi types of economic components
2002 onward: Efficient government model
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Policy maker
Industry Gov
ernm
ent
Public Opinion
Policy Making
Project Approval
Think TanksChinese
Associations
Academic
Institutions
The Government controls the market entrance for foreign investors and the market permission for products as well.
The government is the policy maker and the main driver for law-making and industry development.
The think tanks, associations and academic institutions attached to the government have tremendous impact on business activities and industry development.
Media
International Society
NGO
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The Five Year Plan
• The vision for China national economy and social development
• Each industry develops its own Five Year Plan based on the country’s Five Year Plan
1st. 5 1953~1957
2nd. 51958~1962
3rd. 51966~1970
4th. 51971~1975
5th. 51976~1980
6th. 51981~1985
7th. 51986~1990
8th. 51991~1996
9th. 51996~2000
10th. 52001~2005
11th. 52006~2010
12th 52011~2015
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Influence on your stakeholders
Company
Individual
Partners-Government- Association- Institutions- Academic- Media Suppliers
International
Association
How to influence?• Giving recognition means you are allowed to access to the market• Approve association/public institution for collaboration or refer you to associations
and institutions for partnership• Access to the State Own Enterprises, large private enterprises, academic groups
and individuals working for the above• Drive industry demand by making policy and “government call”• Build your brand awareness through government events
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Trust on government
Source: 2012 Edelman Trust Barometer: Global Deck 8
Expectation for the government
Source: “Managing government relations for the future: McKinsey Global Survey results” Mckinsey Survey Feb, 2011 9
Function of Chinese government
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Chinese government structure
State Council
Ministry/Bureau(e.g. SFDA)
Government Office(e.g.
International Affairs
Department.)
Association(e.g. China
Pharmaceutical
Association)
Public Institution(e.g. CCPIE)
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What does association do in China? • Promote policy• Train industry people• Issue professional certification on behalf of
government• Publish academic journals/publications• Create industry standard• Organize trade shows and meetings• Organize domestic and international exchange• Government research project 12
What does public institutiondo in China?Type of Public Institutions:• Training Centers (e.g. Training Center of SAFEA)
• Foundations (e.g. China International Talents Exchange Foundation)
• Research Institute (e.g. China Academy of Medical Science)
• Media (e.g. China Pharmaceutical News)
• International Exchange/Cooperation Center (e.g. China Center for Pharmaceutical Exchange Center)
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The recent Government’s focus:12th Five Year Plan
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• “Surface” Level Challenges: Housing, healthcare, education, inflation, corruption, and food safety
• Deep Challenges:Growth model -imbalanced, uncoordinated, and unsustainable
• Deeper Challenges:Economic vs. political reform -political reform continues to trail economic reform
Faced with these challenges,China has developed its 12th FYP
The Challenges China is Facing
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Main Content of the 12th. FYP
Theme: Re-balancing Economic Growth
Primary Goal: Improving People’s Livelihoods
GDP Growth at 7- 8%
Domestic Consumption
Oriented
Develop New Industries
Government Administrative
Reform
CPI Lower than 4%
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What we need to know about the Five Year Plan• Fast economic growth is no longer the
goal, increasing domestic need is a new goal
• Growth will rely more on science and technology than on capital, natural resources, and cheap labor.
• Rebalancing, stability, and people’s livelihood are the 3 keywords.
• Operating costs are climbing, and competition is becoming increasingly intense, especially with SOE.
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Specific Industries impacted
Source: The Economic Impact of China 12th Five-year Plan, Mckinsey Survey 201118
Means of engagement
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Case Study of ISPE China(1)International Society for Pharmaceutical Engineering (ISPE)
Challenges:• Membership was small;• Participation of Chinese volunteers
was not active;• Relationship with the government
need to be developed; Objectives:• Grow membership• Improve relationship with the
government• Understand local market better• Enhance brand awareness 20
Case Study of ISPE China (2)Solutions:• Collaborated with China Center for Pharmaceutical International Exchange
(CCPIE), an institution of SFDA to organize joint Conference and SFDA official to speak
• Invite SFDA and provincial FDA officials to join the complimentary ISPE regulatory membership
• Assist SFDA officials to attend the ISPE Annual Conference in the US• Support Chinese government on translation of new China GMP• Organize Inspector Training Programs for the government inspectors• Expose in the official industry media affiliated to SFDA to promote brand
awareness• Form a Regulatory Committee to monitor policy and build regular
communication with government
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Case Study of ISPE China(3)Outcomes: • Membership increases from less than 100 to around 1000,
nearly 900% within 3 years;• 1/3 of the new members was generated from the Conference• Closer relationship was established with SFDA through the
partnership on the Conference • Contacts (members & potentials) number has grown over
700%;
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Relation building
How to build relations
Policy Monitoro Country’s 5
Year Plano Industry
policyo Media
Newso Industry
Trend
Engagemento Invite to
meetings and speech
o Co-host event
o Partner on Projects
o CSR Campaign
o Road Showo Media
interviewo Position
Paper
Review /Evaluationo Adjust
your plan according to new change
o Evaluate hurdle and success factors
Researcho Govern-
ment Mapping
o Attitude Analysis
o Policy analysis
o
Plano Goalso Who to
focuso How to
accesso What to doo Timeline
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Principal 1: Win-Win China’s Current Priorities
Foreign Associations’ Strengths
Harmonious regional development
Reform and opening-upAdjustments to industry structure
Energy saving & emission reducing
Advanced body of knowledge
International standardization
Win-Win Points
Global networking and insightsSustainable business/finance model
Indigenous innovation
Advanced managerial experience
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Principal 2: Proactive communications• Top to down• You need “local support” to read
government correctly and overcome cultural difference
• Follow foreign affairs procedure• Build personal relations helps
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Principal 3: Establish trust
CSR necessity in China
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Project negotiation & approval
• Annual budget is usually approved in Q3 or early Q4 and can hardly be changed
• Going abroad as government official status is restricted(1~2 times a year)
• Negotiation process is lengthy and complicated
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Things you must know
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Things you must know• Working with government doesn’t necessarily
means business profit, but it will help you enhance influence and allow you access to the market
• Show your attitude of “Contribution” to the Chinese government rather than “long for money”
• Be patient and persistent • Clear about your goal
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Things you must know
• Provide market research data to show your strength
• Finding the right person in the government is important
• Establish local presence • Localize your product (local language/content
with local relevance is a must)
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Things you must know
• Ready to handle administrative affairs• Sign agreement carefully to protect your
benefit• Be flexible
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Panel DiscussionExperience Sharing and Q&A
Guest panelists:Abe Eshkenazi, Chief Executive Officer, APICS
Greta Kotler, Chief Global Development Officer, ASAE
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Contact InformationSpeaker Name (1)Maria TongTitle: Senior Account DirectorOrganization: MCI ChinaPhone: 86-10-52061077Email: [email protected]: www.mci-group.com
Speaker Name (2)Abe EshkenaziTitle: Chief Executive OfficerOrganization: APICS Association for Operations ManagementPhone:773.867.1779Email:[email protected]: www.apics.org
Speaker Name (3) Greta KotlerTitle: Chief Global Development OfficerOrganization: ASAE: the Center for Association LeadershipPhone: 202.326.9506Email: [email protected]: www.asaecenter.org
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