M E M B E R M AGA Z I N E FO R T H E SW E D I S H C H A M B E RS O F C OMM E RC E I N H O N G KO N G A N D C H I N A

No.012013

China hosts a quarter of the world’s social media users. They aremore active and trust word of mouth more than users in other countries.

Today, social media is an essential part of brand building in China.

The power ofword of mouth

6Jeremy Goldkorn/

Barry van WykHow media can destroy

a brand overnight

20Mats

H OlssonLeading the way for 4G

in Asia

22Nick Marsh

More women in the

boardroom!

6

10

51

ADVERTISERS

APC Logistics page 19, Bamboo page 25, B&B Tools page 55

Business Sweden page 27, Finnair page 2, Environmental Air of Sweden (EAS) page 47

Ericsson page 9, Executive Homes page 53, Geodis Wilson page 43

Handelsbanken page 56, Hellström page 33, Henriksson Consulting page 33

Iggesund Paperboard page 23, IKEA page 15, Johnny’s Photo & Video Supply page 42

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Thank you!

APC Logisticsfor your immense generosity shipping and distributing Dragon News in China, Hong Kong, Asia and Sweden.

Iggesund Paperboardfor being the proud sponsor for the paperboard cover sheet of Dragon News magazine in 2012. Cover printed on Invercote® Creato 220gsm.

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for your generous distribution of Dragon News on SAS flights from Beijing to Scandinavia.

The Swedish Chambers of Commerce in Hong Kong and China

PublisherThe Swedish Chambers of Commercein Hong Kong and ChinaFor advertising inquiries, please contact respective chamber’s o!ceThe opinions expressed in articles in Dragon News are those of the authors and do not necessarily reflect the views of the publisher.

Editorial management, design and printingBamboo Business Communications LtdTel: +852 2838 4553Fax: +852 2873 3329www.bambooinasia.com bamboo@bambooinasia.comArt director: Johnny ChanDesigner: Victor DaiEnglish editor: Chris Taylor

Cover photo: iStockphoto

INQUIRIESSwedish Chamber of Commerce in Hong KongRoom 2503, 25/F, BEA Harbour View Centre56, Gloucester Road, Wanchai, Hong KongTel: +852 2525 0349E-mail: chamber@swedcham.com.hkWeb: www.swedcham.com.hkGeneral Manager: Eva KarlbergFinance & Administration Manager: Maria TornvingInterns: Elin Bornefalk

INQUIRIESSwedish Chamber of Commerce in ChinaRoom 313, Radisson Blu Hotel6A, East Beisanhuan Road, Chaoyang DistrictBeijing 100028, People’s Republic of ChinaTel: +86 10 5922 3388, ext 313Fax: +86 10 6464 1271E-mail: beijing@swedishchamber.com.cnWeb: www.swedishchamber.com.cnGeneral Manager: Yvonne ChenO!ce Manager Beijing: Karin RoosWebmaster & Finance Assistant: Jaycee YangAdministration Assistant: Vika Jiao

Shanghai ContactO!ce Manager Shanghai: Johanna PollnowEvent Coordinator: Emma Gunterberg SachsTel: +86 21 6217 1271Fax: +86 21 6217 0562Mobile: +86 1368 179 7675E-mail: shanghai@swedishchamber.com.cn

CONTENTS No.0120134

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38

40

20

51

Editorial

Snippets

Chamber activities in Shanghai

New members

Dragon News on your tablet

Cover story:The power of word of mouth

10

6 Opinion: Jeremy Goldkorn/Barry van Wyk

20 Executive talk: Mats H Olsson

26 SwedCham’s environmental programme

Young Professional interview: Olov Norlander

30

Chamber activities in Beijing36

22 Feature: More women in the boardrooms

34 Chamber activities in Hong Kong/Taipei

52 After hours

54 The chamber and I: Johanna Almström

DRAGONNEWS 3

Dear Reader,

All of us working to produce Dragon News are concerned that the content and themes of our publication are current and of great value to the reader. !is issue of Dragon News deals with Cyber-China and how business people can make use of it.

China is on the global frontline and many people are studying developments here. Perhaps it is a cultural trait, but it is a truth that news travels fast in China, although not always by o"cially sanctioned sources.

Back in the 1980s, in China’s #rst stum-bling years of opening up, the #rst tool to have far-reaching repercussions was the pager. At that time, #xed telephones were scarce and mostly operated by local neighbourhood com-mittees. !at made it di"cult to call people. !e solution was the pager, which made it possible to send a short message, letting some-one know that you wanted to talk to them. Within a short time, pager services in China grew to include other kinds of information, such as weather forecasts, news briefs, and later stock exchange information.

On this foundation, every technology that made communications more convenient took o$ just as fast as anywhere else in the world.

EDITORIAL

An ever-growing flow of information

Mats HarbornChairman

Swedish Chamber ofCommerce in China

Ulf OhrlingChairman

Swedish Chamber ofCommerce in Hong Kong

!e mobile phone and the SMS service was out #rst, then came the internet, chat services, micro-blogs, and the mobile internet, among other developments.

Even though China is still a developing country, it has become a global online com-munications giant, and even if the internet is not as free as in most other parts of the world, users who want to can #nd ways around the roadblocks.

!e online community is already exercis-ing an in%uence on the course of political developments in this country.

However, there is a contradiction in this ever-growing %ow of information both in China and all over the world: Never before has mankind had access to so much informa-tion, and so quickly, but at the same time never has it been so di"cult to judge the qual-ity of the information. As is the case in other media, rumours risk being treated as truths while the truth is sometimes obstructed.

Newly elected Chinese president Xi Jinping has his own blog, just as President Obama and Carl Bildt do. Follow Xi at: http://weibo.com/xuexifensituan. We are not sure how much time he himself spends on it, though.

Sweden is a leading IT nation. It is home

to interactive newspapers that can be read on tablets, while the internet is free and runs at very high speed. We at the Swedish Chambers of Commerce in Hong Kong and China want to be at the forefront of such developments, so starting from this issue Dragon News is also available in tablet format.

In other news, in April, Mats will resign as chairman of the Swedish Chamber of Com-merce in China after an eight-year tenure. Read his farewell notes in the next issue of Dragon News.

“I will truly miss Mats as co-author of this editorial,” says Ulf. “We have had great fun writing it together. Mats is a wealth of Chinese contemporary history, which is so important when trying to put the rapid development of China into perspective. Our views often come from two very di$erent places, but within a short space of time we see eye to eye on the content of each edito-rial. I do hope the chambers will continue to make good use of Mats’ skills and his great knowledge. !anks a lot, Mats, for making me look better as co-author to this editorial, and all the best wishes.”

To our readers, we wish all of you keep busy, followed by relaxing summer holidays in due time.

Jon

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4 DRAGONNEWS

TEXT: Jeremy Goldkorn, jeremy@danwei.com, and Barry van Wyk, barry@danwei.com

decade ago strategic commu-nications and media relations for many companies in China consisted of cosy government

relations meetings and press conferences where a “transport fee” for journalists ensured a pleasant tone in any news articles about the company or its product. !e situation in 2013 could not be more di$erent.

Today companies are faced with round-the-clock scrutiny by an army of social media users, a commercial media landscape of bloody com-petition that makes scoops and scandals vital to a publication’s success, and an increasingly aggressive and nationalistic state-owned media

A

Case 3: Ajisen. On 21 July, 2011, Ajisen, a fast-food noodle-soup chain, was involved in a food safety scandal that began with a single weibo post claiming that its broth was formu-lated from cheap chemicals. !e allegation went viral on the internet and then received substantial coverage in traditional media. !e a$air ultimately culminated in a 30 per cent slump in Ajisen’s stock price at the Hong Kong Stock Exchange.

How do such media disas-ters happen? It’s worth tak-ing a detailed look at how one scandal that started as an on-line rumour ended up trigger-ing government involvement and causing a company’s share price to take a nose-dive. !is story is typical of the di$erent forces involved in a company, media and internet scandal, and neatly illustrates why it is now meaningless for companies to distinguish between social media and traditional media. Perhaps more compellingly, the story shows how a company’s reputation can be destroyed on the Chinese internet and in the Chinese-language media long before any foreign-language coverage is published.

Case 4: Master Kong. !e company in question is Master Kong, China’s best-loved brand of instant noodles. In 2011, Master Kong ranked second only to Sony in a survey

of the most valued brands in China, as con-ducted by research #rm TNS. Master Kong was founded in Tianjin, China, in 1991 by two brothers from Taiwan, and listed on the Hong Kong Stock Exchange in 1996.

Although the company’s board includes Taiwan-based and Japanese members, Master Kong has always existed and operated only in mainland China. !e company is the leading player in China’s instant noodle restaurant market as well as a producer of drinks and

snacks. In the last few months of 2012, Master Kong ex-perienced a PR crisis when ru-mours linked the company to the wrong side of the Diaoyu Islands dispute.

On 5 September, 2012, the Japanese government an-nounced that it had reached agreement with the Kurihara family, the so-called private owners of three of the #ve

Diaoyu Islands to “nationalise” the uninhabited islands. On 15 September, the biggest anti-Japanese protests since China and Japan nor-malised diplomatic relations in 1972 broke out in cities across China. Over the next couple of days the protests turned violent, with protesters clashing with police, attacking Japanese-made cars, and barricading Japanese restaurants.

In September, rumours began to appear on Sina Weibo saying that Master Kong was owned by Japanese capital and should therefore be boycotted. On 20 September,

sector. Here are just some examples of the way bad news blitzed a company, spread virally on the internet, and was pushed to homes around the nation via traditional media.

Case 1: KFC. In late 2012, Yum Brands, the parent company of KFC and Pizza Hut fast food chains in China, su$ered a public backlash when KFC was enveloped in a food safety scandal that started after a news website reported that some of KFC’s suppliers had used excessive amounts of antibiotics to rear so-called “fast growth” chickens in 45 days. With reports from state broadcaster CCTV (China Central Television) joining millions of

A company’s reputation can be destroyed on the Chinese internet and in the Chinese language media long before

any foreign language coverage is published, writes Jeremy Goldkorn and Barry van Wyk of Danwei.com.

How media can destroy a brand

overnight

“[Master Kong’s] experience serves as a reminder of how damaging and

unpredictable negative press and online rumours can be in the age of social media.”

social media messages of complaint, KFC and Pizza Hut’s sales plummeted in China and the share price of the parent company Yum Brands took a dive on the New York Stock Exchange.

Case 2: Minute Maid. On 16 January, 2012, a user of Chinese social media giant Sina Weibo published a post claiming that the Coca-Cola Company admitted that its Minute Maid fruit drink contained carbendazim, a fungicide banned in the US. A subsequent investigative report by China Finance Net revealed that the post was an orchestrated attack paid for by a competitor and executed by a “black PR #rm”, but not before Minute Maid sales had taken a serious knock.

Master Kong issued a statement denying the speculation. By early October, however, the ownership speculation was eclipsed by a more explosive rumour claiming that the company had donated 300 million yen to Japan for its purchase of the Diaoyu Islands. A short blog post that appeared on 8 October read in part:

“Tear o$ Master Kong’s outer layer, and a sheepskin of Japanese goods appears! It has been revealed online that the company, which calls itself Taiwanese, has actually been bought out by Japan’s Asahi Breweries. With Master Kong’s drinks and noodles visible everywhere on Chinese soil, this grieves us greatly! We are #rmly resolved not to buy anything from Master Kong from now on. Everybody spread this message, let all our compatriots know! Asahi Breweries contributed 300 million yen for Japan to buy the Diaoyu Islands, this trashy company!”

!e rumour spread rapidly across the in-ternet. Four days later, on 12 October, Master Kong’s stock price on the Hong Kong Stock Exchange began a steady decline that would continue into the new year.

Master Kong continued to deny the ru-mours and even sought help from the Chinese government. On 31 October, the spokesper-son of the Taiwan A$airs O"ce of the State Council, a PRC government body, denied that Master Kong was in any way a Japanese brand.

On 3 November the plot thickened con-siderably when the mainland Chinese newspa-per China Times published a story outlining the company’s opinions on recent events. A representative from Master Kong revealed in the article that his company had started no-ticing the strange rumours appearing online from 18 September, and that the evidence it had collected pointed to Uni-President, one of the company’s chief competitors in the instant noodle market, as the force behind the ru-mours. For its part, Uni-President denied any involvement when contacted by China Times for a response to Master Kong’s accusations.

On 4 December, the Beijing Times also ran a piece on what it called “unfair competi-tion” in the instant noodle market in China. It noted that the rumours regarding Master Kong were being spread by text message and social media. !e next day, Global Times reported on the story for the #rst time in English.

In the #rst week of January 2013, Master Kong’s stock price #nally arrested the long decline that started in October.

Yet even if Master Kong can now #nally turn the corner from the rumours that have dogged it since September last year, its experi-ence serves as a reminder of how damaging and unpredictable negative press and online rumours can be in the age of social media. bPH

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30%The slump in Ajisen’s stock

price at the Hong Kong Stock Exchange after one single weibo post claiming that its broth was formu-

lated from cheap chemicals.

Jeremy Goldkorn (left) is the founding director and Barry van Wyk is the project manager of Danwei.com, a firm that pro-vides intelligence from the Chinese media and internet to track investments, brands, and issues of concern to companies and financial, government and academic institu-tions. Typical clients are hedge funds and other investors in large cap companies, and multinational corporations with significant operations and reputational issues in China.

DRAGONNEWS 7

“In 2008 when I’m 23, I resigned and come to Shang-hai for a better future, but I can’t get a good job there. There was no way to get more income ex-cept publicise myself, so I became the hottest star in China in 2010 when I’m 25. I came to the USA in the same year … over 300,000 Chinese men asked marry me, but none of them suitable.” Feng Luoyu, aka Sister Feng, one of China’s most well-known, and most hated, bloggers who has some 1.4 million followers on weibo, in her own unique English.

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Cyber attacks from the West■ In February, the US web security firm Mandiant released a much-published report saying that it had traced many global cyber attacks to a crack team of Chinese hackers, sponsored by the People’s Liberation Army, and located in a building in the Pudong New Area of Shanghai.

It was not long before China replied. According to China’s National Computer Network Emergency Response Technical Team Coordina-tion Centre (phew!), 2,194 servers in the US hacked into and controlled about 1.29 million servers in China in the first two months of this year. More than 3,500 Chinese websites were attacked by hackers who were traced back to the US. The websites of more than 85 government agen-cies were breached between September 2012 and February this year. Almost half of these attacks originated from US servers.

Online shopping takes its toll■ Shoppers in China are increasingly buying on-line rather than at stores. A report by JP Morgan has estimated that the gross merchandise value of China’s online shopping market will be equiva-lent to US$436 billion by 2015, accounting for 8.5 per cent of the country’s total retail sales.

Online shopping is now taking its toll on foreign-owned chains. In 2012, the American gi-ant Wal-Mart closed five stores, the British retail chain Tesco shut four and the French Carrefour supermarket chain closed two stores in China, according to the Southern Metropolis Daily.

In 2011, the US-based electronic products retailer Best Buy closed all of its nine stores in China and this year, the German electronics giant Media Markt is expected to close or sell its seven stores in the country, including the gigantic flagship store on Huaihai Road in Shanghai, after huge competition from e-commerce rivals.

Top 10 sites in China ■ These are the leading websites in China, according to tra!c and measured by the web information com-pany Alexa:1. Baidu.com – search engine.2. QQ.com – portal.3. Taobao.com – e-commerce (Taobao Marketplace).4. Sina.com.cn – portal.5. Google.com.hk – search engine.6. 163.com – portal.7. Weibo.com – social networking site (Sina Weibo).8. Sohu.com – portal.9. Soso.com – search engine.10. Hao123.com – portal.

Six types of social media users■ Chinese social media users can be segmented into six groups, based on motivation and behaviour, according to a study by McKinsey & Company.

Social enthusiasts spend a large portion of their time maintaining friendship networks. They account for about 15 per cent of social media users.

Resenders, who account for 15 per cent, actively repost messages, such as jokes, from other sources. Although they do not post original material, they often have large numbers of followers.

Readers generally do not participate but read what oth-ers have posted. They make up about 14 per cent of users.

Opinionated users, also about 14 per cent of partici-pants on social media sites, express their own, often strong, opinions and build large personal followings.

QQ spillovers gain access to social media sites thanks to their use of the QQ instant messaging service owned by Tencent. While this group accounts for 21 per cent of the au-dience for social media, participation by such users is minimal.

Inactives belong to social media sites but do not partici-pate in a meaningful way.

Did you know … ■ … that China Mobile’s 3G platform, TD-SCDMA, is a Chinese home-grown standard that was de-veloped with the aim to compete with Ericsson’s and Nokia’s WCDMA so that the Chinese operator could avoid big royalties? Ericsson has delivered TD-SCDMA systems to China Mobile but only on a small scale. Since there is only one operator in the world that uses this platform it is di!cult for suppliers to invest in research and de-velopment, even if China Mobile is No 1 in the world.

Find out more at: ericsson.com/networkedsociety

When one person connects, their life changes.With everything connected, our world changes.

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8 DRAGONNEWS

June 2011, Tianjin Airlines unveiled an aircraft that had been named “Sina Weibo” after China’s most popular micro-

blogging platform. It was the #rst commercial airplane to be named after a website in China.

Sina Weibo, which is similar to Twit-ter, partnered with Tianjin Airlines for this marketing campaign, as both companies celebrated their second anniversary that year.

In 2011, Sina Weibo had around 140 million users. Today, the number of users at www.weibo.com has grown to more than 500 million, according to the company’s own #gures – about equal to the combined populations of the United States and Brazil. Most of the users are individual but there are also many corporate accounts.

For companies doing business in China, becoming active on Sina Weibo and other so-cial networking sites (SNS) has become an in-creasingly urgent issue. SNS, after all, provides the leverage to give a brand a real boost. But there are also risks – doing the wrong things can quickly damage a brand’s reputation.

IT, including mobile telephones, computers and networks, has played a great part in China’s rapid transi-tion from a poor country mostly populated by farmers to a fast-growing urbanised and industrialised nation that has become the world’s second largest economy.

Today, China is the world’s largest market in terms of internet users, mobile phone users and e-commerce activity. !e country’s internet popula-tion amounted to 564 million by the end of 2012, according to the China Internet Network Information Centre (CINIC).

China, with a population of over 1.3 bil-lion, had 1.1 billion mobile phone users in January this year, according to o"cial data.

Also according to CINIC, some 309 mil-lion Chinese had micro-blog (weibo) accounts at the end of last year. Most of them were oper-ated through mobile phones. !is corresponds to a quarter of the world’s social media users.

Young Chinese were very quick to embrace social media, including blogs, social networking sites, micro-blogs and other online communities.

Social media got a foothold in China in 1994, with online forums and communi-ties, before migrating to instant messaging

in 1998, when the Shenzhen-based media and entertainment giant Tencent Holdings started QQ (www.qq.com), a platform similar to MSN, ICQ and Yahoo Messenger. QQ became China’s largest and most used internet service portal, with its instant mes-saging and chat functions.

A huge number of Chinese websites also started so called bulletin board systems (BBS) to exchange ideas, talk about trends in fashion and technology, and even to form groups for getting discounts on cars and other sought-after items. User review sites, such as Dianping, emerged around 2003.

Millions of bloggers also popped up, almost from nowhere, and some became fa-mous – some infamous – almost overnight. !e word “netizen”, a portmanteau of the English words internet and citizen, started to become widely used in China.

Meanwhile, in 2008-2009 Beijing-based Renren was launched as a Facebook lookalike. Shanghai-based Chinese online media com-pany Sina launched its micro-blogging site, Sina Weibo shortly after. !e location-based player Jiepang appeared in 2010, o$ering

services similar to Foursquare – in other words, helping people #nd restaurants and services wherever they happen to #nd themselves.

YouTube has many simi-lar sites in China, with now merged Youku and Tudou leading the pack.

When it comes to e-commerce, the business-

to-business (B2B) marketplace Alibaba – founded by Jack Ma in Hangzhou in 1999 – is the overwhelming market leader with a huge global presence. It also owns Taobao Marketplace, a popular consumer-to-con-sumer (C2C) online marketplace in China, and the more upscale Taobao Mall.

Consumers in China are increasingly treating stores showrooms, before going home and buying the same products online, saving both time and money.

Transactions at Taobao Marketplace and Taobao Mall were valued at more than 1 tril-lion yuan last year.

“!ere has been a big migration from physical stores to online shopping. Social media play a big role here since the credence given to o"cial channels is low in China. It feels more convincing if thousands of people recommend a certain product on social networking sites,” says Mattias Erlandsson,

managing director for China and Hong Kong at Nepa, a market research company.

Nepa, founded in Sweden in 2006, con-ducts online surveys based on high-quality data and creates market research solutions.

“Nepa was born in the online world, and everything we do is created for online use,” says Erlandsson.

!e company only recently launched in Shanghai, but has already managed to get two big customers: the Shanghai Media Group and the video website Tudou, for which Nepa manages big online panels.

“An average visitor at Tudou spends about one hour on the site while a visitor at the Western equivalent, YouTube, spends around 10 minutes in average,” says Erlandsson.

China’s social media users are not only more active than those of any other country, they also tend to have multiple social media accounts. !ey trust word of mouth more than users in other countries. Since many Chinese are somewhat sceptical of information that comes from formal institutions and author-ity #gures, they disproportionately value the advice of opinion leaders in social networks.

Even if Chinese social media resemble their Western equivalents – Facebook, Twit-ter and YouTube are all blocked in China – many of the leading sites are actually more innovative and advanced than the sites in the West. For example, Chinese Sina Weibo users were able to embed multimedia content more

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The power ofword of mouth

China hosts a quarter of the world’s social media users. They are more active and trust word of mouth

more than users in other countries. Today, social media is an essential part of brand building in China.

TEXT: Jan Hökerberg, Bamboo, jan.hokerberg@bambooinasia.com

The overall theme for this year’s cover stories in Dragon News is the four new modernisations launched in November 2012 by China’s then premier-in-waiting, Li Keqiang. Li announced the party’s four new modernisation goals highlighting Bei-jing's push in the areas of industrialisation, information technology (IT), urbanisation, and agriculture.

In China, the so-called four modernisa-tions were first used by former premier Zhou Enlai in 1963 to strengthen the fields of agriculture, industry, national defence, and science and technology.

And in December 1978 at the Third Plenum of the 11th Central Committee, paramount leader Deng Xiaoping an-nounced an o!cial re-launch of the four modernisations, marking the beginning of the reform era.

In this year’s first issue, Dragon News will look into the IT and, especially, the social media scene in China.

Four new modernisations

564 million

China’s internet population by the end of 2012.

10 DRAGONNEWS DRAGONNEWS 11

than 18 months before Twitter users could do so in the US.Word of mouth is nothing new in China. “If one tells

10, 10 will tell 100,” is an idiom that is said to have origi-nated in the Song Dynasty, which ruled China between the years 960 and 1279.

Many decades ago in the Western world, direct selling emerged as a successful way of selling products to the custom-ers face-to-face. With the internet this word-of-mouth market-ing has moved from a local to a global scale. Today, consumers can easily ask friends on social networking sites for advice.

Foreign-owned companies that are present in China have started to realise the importance of being active on the local social media sites to boost their brands.

It is not an easy task, but what it all comes down to is to listen, be present, participate and engage.

Companies need to #nd out what is said about their brands on the sites by doing searches on a regular basis. !en, they need to open one or several accounts on selected sites to build a community of followers.

Many companies make mistakes because they focus too much on the coverage of the campaign instead of the quality of the communications, which is the real value of social media.

It is not only the most well known brands, such as Starbucks, Adidas and H&M that are popular on China’s social networking sites. !e US-based kitchen and bathroom

In 2005, two SEB bankers, Lars Millberg and Håkan Aldrin, bought their first Apple computers. They were confused at first because both were formerly PC users, and there were some things that had worked on a PC that didn’t work on a Mac.

“I discovered a forum at a Swedish website where I could ask questions and was astonished to get a reply already within 10 or 15 minutes of posting a question,” says Aldrin, who today is senior vice president at SEB in Hong Kong.

Millberg came up with the idea of putting together a network of financial services professionals on the internet.

The idea was realised in the autumn of 2008 when SEB launched The Benche, an online community for financial professionals among corporations and financial institutions.

The word bank is derived from the Italian word for bench, banca, as in a counter, which emanates from grain mer-chants’ trading back in the Middle Ages.

“In the beginning, we limited the discussions to trade finance, but since 2010 it has been possible to discuss everything to do with transactions, such as cash man-agement and custody,” says Aldrin.

He was working at SEB’s branch in Shanghai when the site was launched. When he moved back to Sweden

in 2009, the bank asked him to work full time on the project, which he then did for one-and-a-half years.

“We got a great response but we also made some mistakes in the beginning,” says Aldrin. “First, we asked the participants to register their full names and their employers, but nobody really wanted to provide that information. We changed our minds, and let the readers call themselves whatever they wanted, and then the site took o".”

Since he was in charge of the community, Aldrin took the name “the Sheri"” when he participated online. Sometimes, he organised gatherings with others in the community by posting on the site that, for example, “The Sheri" will be in Amsterdam [at a certain date and place]. Look out for a guy with a Stetson hat, that’s me …”

The Benche started to become very popular within the financial community as a forum where it was pos-sible to get hold of high-quality information, meet peers and share experiences. The Benche also reported live from financial conferences where people could post questions online and then these questions could be asked for real by Aldrin and his colleagues that were present at the conference.

Social network for financial professionalsA few years ago, the Swedish bank SEB launched an online community for financial pro-fessionals all over the world. Today, the network has some 5,500 registered members.

We were active with a lot of

di"erent things and most of them didn’t cost much.”Håkan Aldrin, aka “the Sheri!”, SEB

After its launch, The Benche got a lot of media attention. The Financial Times wrote a story about it, the Gartner Group conducted an analysis of it, and several financial online media did video interviews with Aldrin.

“We had a lot of fun. We made webcasts, SlideShare presentations, videos on YouTube, started a Facebook site, etc. We invited analysts and had live discussions with them. We were active with a lot of di"erent things and most of them didn’t cost much,” says Aldrin.

It was good publicity for SEB, even though the bank had decided from the start to keep a low profile on the site since the intention was that it should be open for everybody.

Today, The Benche has around 5,500 registered mem-bers coming from Sweden, Germany, the UK, India, the US and many other countries.

products company Kohler, for example, has managed to get a huge number of followers on Sina Weibo, and so has the UK-based condom manufacturer, Durex.

Since more than half of China’s internet users are active on micro-blogs, it can be a good idea to let a Chinese execu-tive from the company write a personal and regular blog.

It is also important to participate in discussions. One way for example, is to let the followers vote. !e company should also have a social media manager who actively par-ticipates in writing blog posts, tweets and chats (see box, Dos and don’ts).

At the strategic communications #rm MSL China in Shanghai, the social media platform represents some 10 to 15 per cent of the company’s turnover.

“It is de#nitely a growing part of our activities,” says Pär Uhlin, general manager. “We analyse what is said

There has been a big migration

from physical stores to online shopping.”Mattias Erlandsson, Nepa

about our clients on social media sites, we plan how to act, we build communities that we engage and manage, and then we also prepare our clients on new issues that could come up and on how to handle the accounts by themselves.”

Over the past years, MSL has built communities for clients in China and other parts of Asia. !e Italian candy company Perfetti Van Melle, which represents brands such as Alpenliebe, a milky caramel to$ee, and the mints Mentos, for example, wanted to market Alpenliebe using social media.

“We created a campaign that was built on kindness as a theme and created a number of o&ine events. To attract consumers to these events, we used Renren, Sina Weibo and Youku,” says Gaurav Mishra, vice president with a focus on social media at MSL Group Asia.

“During the #rst year, the client’s sales increased by 16 per cent. Now, we are on the third year and the community has grown from 55,000 to 600,000 followers and 151,000 kindness stories were shared across Renren and Weibo,” says Wei Wang, digital director at MSL China

Alpenliebe has also become one of the most visited brands at Sina Weibo, after Starbucks and Durex.

In 2011, the Singapore Tourism Board hired MSL to attract more a&uent people in China to go to Singapore. “!e campaign was carried out through social media but with an integration of both online communication and o&ine e$orts for events in mainland China,” says Mishra.

If one tells 10, 10 will tell 100.”

Idiom from the Song Dynasty

“The Sheri!” Håkan Aldrin built the online community The Benche.

Gaurav Mishra of MSL Group Asia created a number of o"ine events for a client and to attract consumers to these events they used social media.

12 DRAGONNEWS DRAGONNEWS 13

It resulted in more than 250 news clip-pings, 150,000 SNS users participated in an interactive game on Kaixin001 and 70,000 followers participated on Sina Weibo.

China’s social media sector is very fragmented and very local. McKinsey & Company concludes in a report that “each social media and e-commerce platform has at least two major local players: in micro-blogging (or weibo), for example, Sina Weibo and Tencent Weibo; in social networking, a number of companies, including Renren and Kaixin.”

!ese players have di$erent strengths, areas of focus, and, often, geographic pri-orities. For marketers, this fragmentation increases the complexity of the social media landscape in China and requires signi#-cant resources and expertise, including a network of partners to help guide the way.

“Competition is evolving quickly – marketers looking for partners should closely monitor development of the sector’s platforms and players,” the report says.

So, if a company plans to create a com-munity on a Chinese social media account, where should it go?

“Our recommendation to companies is to start with Sina Weibo because of its size and also since it is a site that o$ers free data and statistics. It is the centrepiece of Chinese social media today,” says Wang of MSL China.

Listed below are the leading social networking sites in China:

blog”) with 500 million users is largely a mobile phone-focused social network and mass communication platform often lever-aged by celebrities, brands and industry experts through a Twitter-like usage model.

network owned by Tencent Holdings, is bundled with the popular QQ instant mes-

[Sina Weibo] is the

centrepiece of Chinese social media today.” Wei Wang, MSL China

If you represent a company in China and plan to open up an account on Chinese social networking sites, then here is a checklist what you should do and what you should not do.You should:- Carefully select the media where you want to be present.- When you have an account, you should listen, be present, participate and engage.- Check if your customers and competitors are on the same site, then analyse what

they are doing.- Let a native Chinese speaker who is used to social media be responsible.- Keep close attention to the topics that are being discussed.- Use pleasant and friendly content and sometimes arrange contests or games.- Be quick with replies to those who ask important questions.- Communicate with your followers as they are your friends.- Use eye-catching photos and videos.- Be active, only practice can help you stay in advantage.You should not:- Sign up on Sina Weibo without having a strategy for maximising its benefit for you.- Roll out traditional advertising campaigns on the site.- Let someone who has never been active on social media sites be responsible.- Share too many micro-blogs from other sites or people.- Publish too many blogs too often.- Be totally passive for longer periods.- Try to fool your followers because they are probably smart people.- Engage with sensitive political issues or scandals.- Say negative things about your competitors.- Be too preoccupied with the number of followers; the important thing is whether

they are active and influential.Source: www.marketingtochina.com

Dos and don’ts about social media in China

Using social media is a good way

to spread the image of Sweden, and Swedish core values to a broader group than only decision-makers.”Christina Linnarud, Embassy of Sweden

Wei Wang and Pär Uhlin of MSL China have seen

the company’s social media

activities grow in recent years.

14 DRAGONNEWS

saging tools. !is site is similar to MySpace in that it allows users to create their own web pages for posting updates, photos, and videos.

Weibo in terms of functionality and demo-graphics, and has more than 500 million registered users. Tencent Weibo recruits us-ers from its QQ instant-messaging base. Its base lies in third and fourth tier cities, while Sina Weibo has more in%uential users from #rst and second tier cities.

connecting friends from school years. Ren means “people” in Mandarin, and the name Renren suggests people communicating with other people. Like Facebook, it began as a social-networking site exclusively for college students but is now open to a general audi-ence. !e company is listed in the US.

Few companies have defined policies and guidelines for using social media to protect against information disclosure or leakage to outside parties.

“Many companies have clear rules about who in the company that can act as a spokesperson in traditional media, but for social media most companies have no such rules,” says Lars-Åke Severin, chief executive o!cer and founder of the security support firm, PSU, in Beijing.

“Social media are here to stay and what we have seen is just the beginning. There is so much information in the social media and some of the information can be very harmful if it gets into the wrong hands. A competitor could, for example, quite easily put together pieces of information from di"erent people at di"erent sites, as if it were a puzzle,” he says.

It could be very innocent information, such as a teenager saying to a friend that his or her parent has to travel to a certain place for a very important meeting. This means nothing to the teenager, other than that the parent will not be home for a number of days, but for a competitor to the parent’s employer it could mean a lot.

“Companies need to create guidelines for social media,” says Severin. “From a security perspective such guidelines should define what the employees are allowed to com-municate with others on the internet and that this applies to their private life as well.”

Most companies are positive about employees using social media, but they need to establish clear rules for what is ethically and morally right, and also in-form employees about what they are not allowed to do.

When people interact there is always a risk that secrets are revealed to others, such as suppliers, clients, competitors and friends. In today’s world, it is also possible to “hijack” a person’s computer and get access to the contents. Emails that are de-signed to trick the recipient into giving out passwords, or opening attachments that contain viruses and spyware, have become a serious security threat to companies.

Severin recommends top executives to use two laptop computers: one for exter-nal communications, such as searching the internet, sending emails, and another computer for internal use, and which is never connected to the internet, and on which all the important business docu-ments are stored.

He recommends employees use their private email addresses, not the company address, when they communicate on social media. It is also important to know who you actually share information with; whether the person is someone you know, or wheth-er the person even exists in reality.

Companies need guidelines for social mediaPeople need to be more careful about what they disclose on social media, and companies need to create guidelines for what can be said, says security expert Lars-Åke Severin of PSU, who also recommends top executives to use two laptop computers.

Some of the information [on social media] can be very harmful

if it gets into the wrong hands.”Lars-Åke Severin, PSU

kaixin means “happy” in Mandarin – is also a Facebook-like site. !e company started by o$ering online games; it targets white-collar o"ce workers. It has been declining in popularity since Sina Weibo’s breakthrough.

is a fast-growing voicemail-based social networking app, similar to WhatsApp. It reported 300 million registered users in January, not only in China but also in other parts of Asia. Today, many consider WeChat to be hottest social chatting app in China.

popular with special interest groups and communities, and for networking around speci#c topics, with over 100 million users.

trying to be what LinkedIn is in the West,

but faces competition since Sina Weibo al-ready seems to be the site where professionals connect with other professionals.

is said to have some 2 million mainland Chi-nese users, even if the site does not have any China-speci#c functionalities and content.

The Swedish embassy in Beijing has also realised the need to be active on social media. !e embassy has opened an account at Sina Weibo and has hired a person who specialises in working with and following social media.

“Using social media is a good way to spread the image of Sweden and Swedish core values to a broader group than only decision-makers,” says Christina Linnarud, counsellor and head of the political section at the embassy.

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!e o"cial Sweden has used online com-munication for a number of years. A special Chinese-language website, www.sweden.cn, was launched in conjunction with the 2010 Shanghai World Expo.

“At Sina Weibo we cover activities, seminars, gender-equality issues, etc. When Carl Bildt, the Swedish minister for foreign a$airs, visited Beijing in December last year he gave a one-hour live interview on weibo, where he got questions in Chinese that were translated,” says Linnarud.

!e embassy works actively with the Swe-den Returned Alumni (SRA) network, which was founded in 2010 and has more than 600 members in Beijing, Shanghai, Nanjing,

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Expertise

Sweden is a small country but has cre-ated many large companies that have emerged on the strength of epoch-mak-ing inventions. Sweden is considered in several reports to be the world’s foremost user of information technology. Sweden also has one of the world’s highest rates of internet usage and one of the fastest broadband networks.

People, businesses and public authori-ties in Sweden are among the quickest to adopt new technologies, applications and services, and the country is often used as a test market for new products by technol-ogy companies from other countries.

Last year, a Swedish exhibition that pre-sented some 20 cutting-edge inventions, many of them IT-based, was touring the world including China.

Tobii Technology was one of the exhibitors. The company is a world-leading provider of eye-tracking and eye-control technology, which makes it possible for computers to know exactly where users are looking.

“Our eye-tracking technology has revo-lutionised research in many fields and has enabled communication for thousands of people with special needs,” says Peter Sandberg, general manager at Tobii Elec-tronics Technology in Suzhou.

Tobii is a young company; it was founded in 2001, with the vision of developing its eye-tracking technology to replace the computer mouse. Initially, Tobii’s eye-track-

ing technology was designed as a research tool and as an assistive communication device for people with disabilities.

“There are broad fields of application where you can use eye-tracking technol-ogy,” says Sandberg.

Tobii has released a range of products and solutions that help individuals with speech impairments, for example, or people born with cerebral palsy (CP), communicate by looking at sounds or words on a screen.

“There are many people in China that have disabilities of this kind, and we hope to get access to the Chinese market in

the future. However, China does not yet have a healthcare funding system like in the US and Europe,” says Sandberg.

Another area where Tobii’s eye-tracking systems and software can be used is in analysis and research. The company’s eye trackers are used within the scientific community and in market research, to analyse vision, human behaviour, user experiences and consumer responses.

“For example, eye tracking can be used in test panels to see exactly where the panellists are looking. The eye tracker records what people are looking at and generates a heat map. A panellist may not be 100 per cent correct in written or spoken answers, but the eye doesn’t lie,” says Sandberg.

Tobii also sees a great potential for its products in many areas and in various industries, from baggage scanning at air-ports and hospitals surgeries to gaming.

In 2008, Tobii started production at its fac-tory in Suzhou and the company has around 85 employees in China out of 350 worldwide.

“However, production is today a smaller part of our China business, it has been outsourced to other countries. Instead, we have, over the past one-and-a-half years, increased our research and development, sales and support in China,” says Sandberg.

The eye doesn’t lieSweden is at the forefront of information technology and has cre-ated many advanced companies. Tobii Technology is one of them.

Our eye-tracking

technology has … enabled communication for thousands of people with special needs.”Peter Sandberg, Tobii Technology

Guangdong and Sichuan. Members of the SRA network often serve as “ambassa-dors” for Sweden in China. SRA posts job opportunities at Swedish companies on its website and publishes Swedish study-related information and news on its Sina Weibo account.

In today’s world it is a fact that if you are not on the internet you don’t exist. In the West, Google, Facebook and LinkedIn are sites where employers go to #nd information about potential employ-ees. But being active on the internet also means that you leave footprints that can be misused or falsi#ed. Social media can be a

threat both to individuals and companies.“Social media are, without doubt, here

to stay and will be an even more important communications platform in the future. However, it seems like our normal defence mechanisms are not developed for the society we live in today. Without hesitation, we pub-lish details about ourselves on the internet, details we would never dream of giving away to an unknown person on the street,” says Lars-Åke Severin, chief executive o"cer and founder of the security support company PSU in Beijing (see separate article).

!is is something that companies should also bear in mind when they prepare for entering the social media scene in China. b

18 DRAGONNEWS

by the operators’ head o"ces in Beijing. It meant that most of our customer contacts took place in Beijing, so we needed to rapidly restructure and build a very strong organisa-tion there,” says Olsson.

After long delays, the third generation of mobile phone technology (3G) was #nally rolled out in China in 2009 and included three 3G mobile standards: WCDMA (built on GSM technology and operated by China Unicom), CDMA2000 (based on technol-ogy used in the US and some Asian countries and operated by China Telecom) and TD-SCDMA (the home-grown Chinese standard which is operated by China Mobile).

“China had intended to balance the size and market share between the three operators. China Mobile, which had dominated the 2G market and was considered to be the strongest of the operators, had to shoulder the responsi-bility of introducing TD-SCDMA, a standard that had not been deployed anywhere else in the world. !is journey has involved many challenges for them. But frankly speaking, the telecom reform in China has been successful in that sense that it has created a more even-level playing #eld, especially within 3G,” says Olsson.

China Mobile remains Ericsson’s biggest customer in China, since the company has continued with big investments in 2G equip-ment based on GSM, but China Unicom is today not that far behind.

Today, there is a new technology shift in the industry, with operators and suppliers of-

fter nine years in Beijing as the head of Ericsson Greater China and later Ericsson Northeast Asia, Mats H Olsson has now estab-

lished himself in Hong Kong as head of Erics-son’s Asia-Paci#c operations. It seemed natural as a next step for Olsson since he has spent more than 25 years in the region for Ericsson.

He is also back where his Asian career once started. In 1984, after having joined Eric-sson two-and-a-half years earlier, he was sent to Hong Kong to acquire Ericsson’s distributor there. Later, he also set up a representative of-#ce in Beijing and operations in Indonesia.

It is not a coincidence that Olsson chose to work for Ericsson; he grew up with tel-ephones. He was born not far from Telefon-plan in the south-western part of Stockholm, where Ericsson had its headquarters for 53 years. Most of his family worked at Ericsson.

As head of Asia-Pacific, Olsson is the executive chairman for an organisation that includes three regions: Northeast Asia, Southeast Asia/Oceania and India. He is also a senior vice president and a member of the Ericsson Group’s executive leadership team.

“Hong Kong was the most suitable loca-tion, since it is close to China and Northeast Asia, where we have the bulk of our business. !ere will also be a lot of inbound travel-ling and we wanted to avoid a place associ-ated with comprehensive visa applications. Singapore is a great hub as well, but was not an option since our Southeast Asia region is headquartered there,” says Olsson.

When he started his job in Beijing in 2004, Ericsson had gone through a couple of weak years from a global perspective. But already that year, China became Ericsson’s second larg-est market. He spent the following nine years in Beijing and has seen many changes for the telecommunications industry in China.

“Our customers’ way of handling procure-ment changed from being decentralised to province-level to becoming centralised, with 90 per cent of all procurement being handled

Afering 4G systems for high-speed wireless data communication for mobile phones and other devices. !ere is only one 4G global standard, and it is called LTE, which stands for long-term evolution (LTE). !is LTE standard has two modes: frequency-division duplexing (FDD) and time-division duplexing (TDD).

“Ericsson is committed to both FDD and TDD, and future handsets will support both modes. So far, all big LTE networks in North America, South Korea and Japan are all based on FDD. !e most important TDD develop-ment will probably be the one developed by China Mobile called TD-LTE, which is the same as TDD,” says Olsson.

“For China Mobile in Hong Kong, Erics-son has built the #rst combined FDD and TDD network to be commercially launched,” adds Olsson, who thinks that China will move faster into the 4G world than it did with 3G.

China Mobile and the Ministry of In-dustry and Information Technology (MIIT) have announced that they will build a huge trial network covering 150 cities. “We believe that 4G/LTE licenses will be issued sometimes between the fourth quarter this year and the middle of next year,” says Olsson.

Ericsson has been a global industry leader as a supplier of telecoms equipment for a long time but its position has over the past decade been increasingly challenged by the Chinese competitors, Huawei and ZTE. In 2012, Huawei reported revenues that were even larger than Ericsson’s, but Huawei’s sales of mobile phones were also included.

Mats H Olsson heads Ericsson’s Asia-Pacific organisation from Hong Kong after more than 25 years working for the company in Asia, as the telecoms industry shifts from 3G to 4G. Olsson is optimistic: “No mobile technology has ever grown faster than 4G/LTE.” TEXT: Jan Hökerberg, Bamboo, jan.hokerberg@bambooinasia.com

Leading the way for 4G in Asia-Pacific“It is true that Huawei has established itself as

a global competitor. It is, however, important to understand that we have very di$erent strategies and product portfolios. Huawei has a growing mobile phone business and has become the third largest smart phone supplier in the world. !ey also have a huge #xed-network business, which Ericsson doesn’t have.” says Olsson.

We believe that 4G/LTE licenses [in China] will be issued sometimes

between the fourth quarter this year and the middle of next year.”

We have only seen the beginning of the mobile

broadband development.”

He sees several future growth areas for Ericsson Asia-Paci#c. “We have only seen the beginning of the mobile broadband development, where the devices are used for sending mobile data. It hasn’t really started to happen in China yet, but there has been tremendous growth in South Korea and Japan. All available industry forecasts show that tra"c will grow rapidly over many years from now,” he says.

Ericsson also has a vision called !e Net-worked Society, in which “everyone, everything and everywhere will be connected in real time” and machines can talk to machines. By 2020, the company expects that there will be more than 50 billion connected devices, including cars, refrig-erators and heaters.

Olsson also believes that managed services for operators, like the work Ericsson undertakes in Hong Kong for Hutchison Telecom by managing its IT network, is a future growth area, along with Ericsson’s well-proven operations and business support systems for servicing the customers in operations, maintenance, charging and billing.

New developments in the telecommunications industry sometimes get o$ to a slow start, but when they start to make headway it is often much faster than expected.

Perhaps that is why Olsson is so optimistic about the future.

“!e most successful mobile technology in terms of growth is not GSM or 3G, it is actually 4G/LTE,” he says. “No mobile technology has ever grown faster than 4G/LTE. !e best example is South Korea, where all networks have provided nationwide cover-age since October 2012, and where 30 per cent of the population already had LTE subscriptions at the end of last year. For this year, the #gure is expected to be 60 per cent. It is just amazing!” b

20 DRAGONNEWS DRAGONNEWS 21

The executive search firm Harvey Nash has initiated a programme in Hong Kong to enable more women to become board directors. ‘Hong Kong has a great opportunity to become a board governance hub in Asia,’ says managing director Nick Marsh.TEXT: Jan Hökerberg, jan.hokerberg@bambooinasia.com

he proportion of women on corporate boards is generally much lower in Asia than, for example, in Europe and the United States. While gender-balanced boards are proven to result in greater business success, women are still hugely

underrepresented in boardrooms across the world.“Hong Kong needs to improve and it has a great opportunity to

become a board governance hub in Asia,” says Nick Marsh, managing director at Harvey Nash Ltd in Hong Kong. Earlier this year, he initi-ated a programme with the aim of addressing this imbalance by enabling more board-ready female leaders to rise to the challenge.

T

Corporate governance

More women in the boardrooms!

22 DRAGONNEWS

* The similarity between marketing and planting bamboo was originally conceptualised by George Torok, a marketing expert and co-author of the book .

jan.hokerberg@bambooinasia.com

johan.olausson@bambooinasia.com

Harvey Nash is a global professional recruitment and outsourcing consultancy with 41 o"ces around the world and some 1,500 employees. It was founded in London in 1987. In 2007, the company acquired the leading Swedish executive search #rm called Alumni, which is also strong in leadership services and board improvement programmes. In February 2012, Harvey Nash established an o"ce in Hong Kong.

Five years earlier, Harvey Nash set up a women’s executive network called Inspire, with the idea of bringing senior women together and help them to network. Today, this network has about 4,000 women execu-tive members around the world. “Executive women are outstanding in their job, but tend to put less emphasis on networking. Many have family responsibilities on top of busi-ness responsibilities and not much time to network,” says Marsh.

When Marsh came to Hong Kong, he discovered that there were no programmes in Asia for board governance. He contacted the University of Hong Kong, and they liked the idea to set up such a programme and suggested to give it a female twist, creating an entire course exclusively for women.

So in February this year, the Women’s Di-rectorship Programme was launched as a six-day course – half of it in April and the other half in June – with some 35 participants.

“!is is a unique programme since it is the #rst of its kind in Asia. We will have 16 international business leaders from the likes of General Electric, Schneider Electric, Philips and Fresh#elds Bruckhaus Deringer, to talk about how the role of director needs to be improved, how mergers and acquisitions a$ect the board work and how to deal with commit-tees, etc,” says Marsh.

He was inspired by an initiative in the United Kingdom called !e 30% Club, a group of chairmen and CEOs at leading com-panies and organisations who have publicly committed their support for a voluntary goal

Studies show that there is a real

link between financial performance and balanced boards.”

This is a unique

programme since it is the first of its kind in Asia.”

8.5%On average, only one out

of 12 directors in all public companies in Hong Kong is

a woman.

of 30 per cent representation of women at UK corporate boards.

When the club started three years ago, women had a representation of just 12 per cent on the boards of the FTSE 100 index companies – that is the top 100 companies listed on the London Stock Exchange.

“Today, there has been an increase to 25 per cent. And in the last 12 months, some 40 per cent of all new board member appointments among the UK’s leading com-panies have been women,” says Marsh.

!e 30% Club was also recently launched in Hong Kong by !e Women’s Foun-dation, a Hong Kong-based non-pro#t organisation dedi-cated to the advancement of women. !e 30% Club aims to meet its goal not through quotas, but by inspiring company leaders to appoint more women to directorships, improv-ing the pipeline of women to widen and build the available talent pool, and supporting and encouraging successful women in business.

There is strong interest in this issue at the moment in Hong Kong. !e Hong Kong Exchanges and Clearing Limited (HKEx) has recently announced that it will introduce a new Code Provision in the Corporate Gov-ernance Code to be e$ective on 1 September 2013 requiring every public company to report on their board diversity policy.

“Most companies probably do not have such a policy, but this initiative raises the issue to a much more visible level,” says Marsh.

Hong Kong is lagging behind Europe and the US in this #eld. Almost half of the 48 companies that are included in the Hang Seng index and represent the leading companies on the Hong Kong Stock Exchange have no women at all on their corporate boards.

“And if you look at the executive and non-executive directors of all publicly listed companies in Hong Kong there are only 8.5 per cent women, which means only one wom-an in a group of 12,” says Marsh.

In 2011, the Asian average percentage of women on corporate boards was as low as 6 per cent, while the European average was 17 per cent with Norway topping the list at 35 per cent, according to a study by McKinsey & Company. Hong Kong’s per-formance is actually among the better ones in Asia with Japan and South Korea having only 1 or 2 per cent women representation on the boards.

“!ese studies also show that there is a real connection between #nancial performance and balanced boards,” says Marsh. “A board or management team performs better if there is a mix between men and women in the team, so if you are an investor you should look for companies with a balanced board.”

Some companies defend themselves say-ing that the talent pool of females is not that big. Marsh objects strongly, he #rmly believes that there are plenty of women that want to become board members.

“If half of the employees are women and half of the customers also are women, then a company’s management team and board of directors should better re%ect that, since it will help the company to make better decisions,” he says.

“Men and women have di$erent mind-sets. Even if a woman has, let’s say, 80 per cent of the needed skills, she hesitates, while a man who may only have 50 or 60 per cent of the skills says he can easily become a director. Women need to gain the con#dence to push themselves forward,” says Marsh.

!e ambition of the Women’s Director-ship Programme is to run it twice a year for two years and create a visible pool of 150 talented women at a senior level. !e initial response has been very positive.

!e next step is to export the programme to other parts of Asia – for example to Shang-hai, and also to run a programme for both male and female directors. b

24 DRAGONNEWS

Corporate governance

7 March 23 March 3 May 14 May

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Many environmental activities in Hong Kong■ The environmental committee of the Swedish Chamber of Commerce in Hong Kong has put together a spring programme for 2013 with the objective to continuously contribute in improving the environment in Hong Kong and beyond. The spring programme includes a waste management seminar with Christine Loh, participation in the China Nordic Clean Tech Bridge, a roadside air pollution panel discussion, a beach cleaning at Po Toi and a Waste Management Focus day with a landfill visit in the northeast New Territories.

26 DRAGONNEWS

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ple to pick berries.With the aim of establishing a premium brand on the

Chinese market, selling high-end products made exclusively from wild berries growing in Swedish forests, two young Swedes, Olov Norlander, 27, and Mikael Livas, 25, recently founded the company Wildberries of Sweden. !ey are now living in Beijing, where they are promoting their brand.

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Olov Norlander is marketing healthy products made from

Swedish berries on the Chinese market through the company Wildberries of Sweden.

I am confident we can beat our

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Promoting Swedish berries in China

30 DRAGONNEWS

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Doing business in Sweden?

Lawyers you want on your side

How many monkeys are you carrying tonight?

military service, so I signed up for a Chinese course at Uppsala University, and started to like the language and the culture. In order to learn the language better, I decided to move to China.”

Tell me about your company and your ideas? “!e name of the company is Wildberries of Sweden. We are promoting Swedish products that are made out of wild berries that grow in Swedish forests. After being in China the #rst time, I went back to Sweden and studied busi-ness. But the idea was always on my mind, that there is a huge demand for wild blueber-ries and other natural products in China.”

What about your products?“Initially we will focus on products made from wild blueberries, rather than start with berries that are less known to Chinese con-sumers like lingonberries or cloudberries, even if we also have them in mind for the future. !e Chinese know about blueberries and their health e$ects, so we intend to get into the market with our extremely healthy 100 per cent wild blueberry juice straight from the Swedish forests. !e juice market has a great potential, but there is also sti$ competition. However, I am con#dent we can beat our competitors on quality.”

How come you decided to enter the Chinese market?“Because of its potential. It might be a bit more di"cult with the bureaucracy here, compared to the US perhaps. But it is still cheaper to live here. I also work for my

father’s company which imports industrial products from China to Sweden.”

What makes the Chinese market di"er from the markets in Sweden or the US?“We put a lot of e$ort into looking at conspicuous behaviour when we studied the Chinese market, and discovered that Chinese consumers want to buy expensive stu$ to show o$ and outshine their friends. We be-lieve this is a typical consumption behaviour in emerging markets.”

Do you find anything else challeng-ing, specifically with entering the Chinese market?“I think the hardest part is to #nd the right channel for your products. We are looking for good partners, but it’s all about the right rela-tions with the right people.”

How has the reception of your prod-ucts been so far?“First, we tried big bottles for our juice, but [we realised] it was probably going to take a long time to teach the Chinese consumers to drink blueberry juice from a big bottle. Blueberry juice is not a beverage you quench your thirst with. You have to know about the health e$ects. So we are in the process of redesigning, and will be selling it in smaller bottles, more like an easy to go ‘health-shot’.”

How are brands from Sweden re-ceived in China? “I think it is a very good thing to have a Swedish brand. Our name is Wildberries of

Name: Olov Norlander.Age: 27.Work: Entrepreneur.Lives: In Beijing.Time in China: Three years Best thing about Beijing: The food.Worst thing about Beijing: The air.

Olov Norlander in brief

Sweden, and the information we use in media for example, is very much about Sweden as a country. How clean the air is, the beauty of the landscape, the forests where the berries are growing. Sweden has got a good reputation here, associated with good quality and safety – and in the food market that is everything.”

What di!culties do you face in your day-to-day work here in Beijing?“It’s always the language barrier, but I speak pretty %uent Chinese. Still, even if you live 20 years in China, it’s probably very hard to enter Chinese society. But you can still get pretty far though, and I think the language is the best tool to achieve that.”

What do you enjoy most about your work here? “I certainly enjoy my work here! It’s a new thing for me, but nice to have my own busi-ness. If I get an idea, I don’t have to ask my boss about it; I can just go and try it out and see if it works.”

What do you do when you are not working?“I try to work out, play football and hang out with friends. I love the food culture here in China; love going out for dinner with friends.”

What are our plans for the future?“I hope to stay here long term. I am done with my studies in Sweden and I have my own company here. I really hope that it can develop into something big, but also to help my father in his business and get closer rela-tions with suppliers here in China.”

Do you recommend other students in Sweden to do the same thing as you did, and set up a business here in China?“Yeah, take a chance! It will take one or two years perhaps, but then you will see if there is a potential in it, and you will still have a good time and learn a lot on the journey. Moreover, study Chinese really hard, don’t just learn how to order food. I think language is the key to the society and the market.” b

A brand that connects to Sweden is valuable in China, according to Olov Norlander.

Mikael Livas is Olov Norlander’s partner in Wildberries of Sweden.

32 DRAGONNEWS

Hong Kong & Taipei

■ “Incredible Sweden – Travelling, Food and Pippi Longstocking” was the theme of the Swedish booth at the recent Taipei Interna-tional Book Exhibition (TIBE).

Organised by Swedish Chamber of Commerce Taipei, the Swedish pavilion showcased the natural beauty of Sweden, Swedish cuisine, min-imalistic design and in-depth Swedish culture through a variety of books in Swedish, English and Chinese. The exhibiting books included travel books, historical adventures, cookery books, business books and children’s books.

“This was the first time the Swedish Chamber of Commerce Taipei was part of a big international event. With limited time and resources we did a great job,” says a satisfied Louise Byström, CEO at SwedCham Taipei.

IKEA furnished the booth, and Electrolux provided a co"ee maker and a water kettle – both very important to create a Swedish atmosphere.

The Swedish restaurant Flavors in Taipei, Blue Air, SAS, Handelsbanken and Enspyre all contributed to the booth in various ways.

TIBE is a big and important book event in East Asia, with over half a million visitors this year. Publishers, authors and book enthusiasts from all over the world come to enjoy this week of books, reading events and culture.

Swedish participation at book fair in Taipei

■ Thank you, Vinge law firm, for generously sponsoring the stor-age of SwedCham Hong Kong’s documents in numerous boxes all these years from when the chamber started in 1986. SwedCham HK is immensely grateful, and will keep up with the times from now on and transfer all important documents to electronic format.

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Elias Ek, managing director at Enspyre and a SwedCham member, achieved a lot of inter-est about his book How to start a business in Taiwan. The book was presented to Taiwan’s president, Ma Ying-jeou, at a press conference, who said it could be a good idea for the book to be more widely distributed so as to attract foreign investment to Taiwan.

The SwedCham booth was busy, and visitors stopped by to have a gingerbread biscuit and a chat about Sweden. Young visitors were attracted by the beautiful children books by the author and illustrator Elsa Beskow, and students asked questions about the possibili-ties of studying in Sweden.

“I hope this event can show our members that the chamber can do many di"erent things that one way or the other will benefit them,” says Byström.

Louise Byström of SwedCham Taipei

was satisfied with the event.

Susanne Palm of SwedCham informed visitors about Sweden.

TEXT: Susanne Palm

■ “The New Swedish Model and Opportuni-ties for China” was the title of Peje Emilsson’s much appreciated lunch presentation to a full house on 12 March 2013. The presentation was followed by an extended Q&A session due to engaged participants.

Emilsson, who is executive chairman of the communications consultancy, Kreab Gavin Anderson, pointed out that the specific public-private model that has transformed Sweden’s education system is a model that has immedi-ate applicability for China.

Emilsson leads Kunskapsskolan Educa-tion System AB, one of the world’s leading independent providers of public education, which so far are established in the US, the UK, India and Sweden. He is also chairman of the Stockholm Chamber of Commerce.

Sweden’s education system a model for China

From left, Walter Jennings, Charlotte Erkhammar, Peje Emilsson (all from Kreab Gavin Anderson) and Ulf Ohrling (SwedCham HK).

Thank you, Vinge!

STOCKHOLM GOTHENBURG MALMO HELSINGBORG BRUSSELS HONG KONG SHANGHAI

The secret of successAre you considering expanding or starting up your business in Sweden or China? Let Vinge assist you by downloading our apps free of charge. Take advantage of our expertise and many years´ experience.

“Business in Sweden” is designed to help you when you are about to start your business in Sweden. Available on Android market in English and Chinese.

“Vinge China” is designed to help you when you are about to start your business in China. Available on Appstore in English.

Vinge has Swedish lawyers and Chinese legal consultants based in Shanghai, Hong Kong and in Vinge’s o!ces in Sweden. For more than 20 years Vinge has assisted clients in their business activities in China and has advised foreign clients in all matters regarding trade and investments between Sweden and China.

34 DRAGONNEWS

Beijing

■ On Sunday 20 January, the Swedish chamber invited its members to an exclusive antique road show with Björn Gremner’s antique exhibition at Liu Li Chang. Björn Gremner is a leading Scandi-navian dealer for Chinese antiques, porcelain, carpets and works of art, and a regular exhibitor at the leading antique shows in Hong Kong and Beijing. The Swedish public, in particular, knows Gremner as an expert crew member on the fa-mous Antikrundan (Antiques Road Show) on the Swedish television.

Gremner gave us a short history of Chinese porcelain in Europe from the 17th to the 20th cen-turies, and we learned how initially the porcelain

■ On 10 January, seasoned trainers and execu-tive coaches Linda Wang and Birgitta Söder-ström co-led an experiential workshop called “The New Way of Winning: The Heartware and Soulware of Leadership”.

In short, the workshop was about purpose-driven leadership. It launched with a game in which participants were divided into two teams. The game raised important questions about “win-ning” and “losing”, “trust”, and “how to play a win-win game” (taking the losing out of winning). The game certainly generated arguments, disagree-ments, thoughts – and some laughs.

Wang and Söderström then used reflec-tions, experience sharing and visualisation in order for the participants to find, or clarify, their individual signature strengths, and, deep-held values, in order to find their purpose. The participants were encouraged to share their per-sonal thoughts and experiences. The openness of the participants really created a courageous, creative and powerful morning, a great start to the New Year.

Workshop about purpose driven leadership

Antique road show

Linda Wang and Birgitta Söderström taught about winning and learning.

Björn Gremner gave a short history of Chinese porcelain.

■ Some 30 members attended morning seminars called “Short-term Gain, Long-term Pain” on 6 March in Shanghai and 7 March in Beijing. The topic was the very relevant subject of corruption, with China placed at 80 out of 182 countries in Transparency International’s Corruption Perceptions Index.

The speakers were Helén Waxberg, Thomas Lagerqvist and Ulf Ohrling, all from the Mannheimer Swartling law firm, along with Lars-Åke Severin, CEO of the security sup-port company PSU.

Together they discussed the question of whether corruption is in fact a problem. The four speakers had a common agenda about how to minimise the risks of getting involved with corruption and how to act in situations that can lead to being involved with it. The method, they suggested was to prevent, detect and correct. For an organi-sation, it is crucial to identify risks it faces. An example of such a risk may be that a country has a high level of corruption and a business opportunity there is of high value and involves many contracts. Key, the speakers argued, is that it is important that you know who you’re working with and their history.

“You can never outsource a risk,” said Lagerqvist during the Q&A section of the semi-nar. Organisations have much to gain by implementing processes to counter corruption and handle situations in which it can arise seriously. Organisations can avoid corruption with training and monitoring. “Trust is good, but follow-up is better,” argued Severin.

Keeping risks at bay can lead to expenditures – in particular in the form of imple-menting new policies and monitoring – but the cost of a corruption scandal will harm an organisation or a trademark even more, the speakers agreed.

Short-term gain, long-term pain

was used as ballast on ships bringing tea back to Europe. It was not long before people began to take an interest in the porcelain itself. At that time, most of the tea-ware on the European market was made from silver or silver alloys.

Porcelain was cheaper than its metal rivals. But Europeans preferred the blue and white classical Chinese porcelain, while the Qing-era Chinese preferred more colourful decorations you see from that era. Gremner displayed examples of the various styles, including even some of the Emperor´s own porcelain in yellow – a colour exclusively reserved for the Emperor’s use. After the presentation Gremner examined objects brought to the store by the participants.

From left, Lars-Åke Severin, Fredrik Ektander (moderator), Thomas Lagerqvist, Helén Waxberg and Ulf Ohrling.

36 DRAGONNEWS

Shanghai

■ On 29 January, representatives from Swedish com-panies were invited by the Swedish Chamber of Com-merce in Shanghai to the consul-general Viktoria Li’s residence to listen to and discuss corporate social re-sponsibility (CSR) issues in China with Sanna Johnson, who is in charge of Save the Children’s CSR centre in Beijing. The CSR centre provides considerable support and help to companies working with social challenges when it comes to children’s rights in China. The centre has developed practical tools and educational courses to facilitate this.

CSR seminar about children’s rights

■ The newly appointed Swedish customs at-taché, Tuomas Liikavainio, met in Shanghai with representatives from Swedish companies at a breakfast event hosted by the Swedish Chamber of Commerce on 6 February.

The obstacles to importing goods to China were discussed, and the participating members were able to bring up their own issues in regard to im-ports and exports in China. Swedish and Chinese customs have signed a joint action plan, making it possible for Liikavainio to be able to raise issues discussed at this kind of meeting directly with Chinese customs.

Sweden is the first European country to have its own customs attaché to be part of an action plan of this kind. Member companies that were not able to participate on this occasion can contact the Swedish customs attaché through the Swed-ish Chamber of Commerce, on any relevant issues they might have.

Breakfast with the Swedish customs attaché

■ On 17 January in Shanghai and on 26 February in Beijing, Torbjörn Vestberg, a licensed psycholo-gist and a brain researcher, held a presentation of his ground-breaking research, showing that elite football players do not need specific football skills to become successful. Rather, it is a general ability that all people possess that makes the di"erence. What Vestberg found was a strong linear correlation with some of the brain’s executive functions – cog-nitive processes that control other processes in the brain. The better the executive functions the more goals or passes the player will score or make. In this way, it is possible to tell in advance who will have the best ability to become a striker or playmaker.

Vestberg´s study can also be used to tell who can become a good leader. As a leader you also need to make quick and correct decisions, and

Executive functions predict success

Tuomas Liikavainio discusses customs issues at a breakfast event.

Psychologist Torbjörn Vestberg talked about what makes a footballer, or leader, successful.

Representatives from Swedish companies discuss CSR issues.

when doing this you use the brain’s execu-tive functions. In other words, by measuring a person’s executive functions, it is possible to predict his or her ability to handle many vari-ables, and whether he or she has the ability to make quick and correct decisions that are not simply impulsive.

Vestberg concluded that success is very much about having the ability to know how and where to find the most important information, understand how to value the information, make the best decisions based on the information, and then simply execute. The combined name for these decision-making abilities is executive functions. In general, these abilities do not cor-relate with education or IQ.

The next time you recruit sta", you might want to consider using some novel methods and tests, rather than the conventional ones.

www.swegon.com

Studies show that deviations of 5°C regarding the ideal indoor temperature have an enormous effect on people: The work efficiency decreases with up to 30 percent and the accident risk increases with 10 percent. Furthermore, polluted air co-ming into our buildings can become a dangerous hazard for our health and well-being. A well-balanced, energy efficient and modern ventilation system made in Sweden is the solution. Swegon is one of the leading suppliers of clean air and healthy indoor environments. The company is specialized in intelligent and energy efficient ventilation systems with solutions for all needs, put-ting the environment and the people as their first priority. Calculations show that all the systems Swegon delivered in 2011 contributed to a reduction in energy consumption corresponding to

the annual energy production from nearly 360,000 wind turbines. Counted since 1994, all Swegon products and systems contributed to a reduction in energy consumption corresponding driving 2.5 million times around the equator with a car or the annual electricity consumption of 12,200,000 houses. In monetary terms, the total savings since 1994 are up to 37.3 billion CNY. Swegon’s innovative and ground-breaking systems and solutions always aim to achieve a comfortable, energy giving and healthy in-door climate with the lowest possible energy consumption and the lowest possible environmental impact. We create the world’s best indoor climate for people and the environment.

38 DRAGONNEWS

HONG KONG ORDINARY MEMBERS >>>

Stora Enso (HK) LtdRoom 1101, 88 Hing Fat StreetCauseway Bay, Hong KongTel: +852 2187 3400Email: veli-jussi.potka@storaenso.comWeb: www.storaenso.com

ActivitiesStora Enso is the global re-thinker of the paper, biomaterials, wood products and packaging industry. We are constantly rethinking the old and expanding into the new to o"er our customers innovative solutions based on renewable materi-als. The Group has some 30 000 employees in more than 35 countries worldwide, and is a publicly traded company listed in Helsinki and Stockholm. Our customers include publishers, printing houses and paper merchants, as well as the packaging, joinery and construction industries. Stora Enso will focus more on growth markets in China and Latin America, and on fibre-based packaging, plantation-based pulp and selected paper grades.

Chamber representativeVeli-Jussi Potka, SVP, Business Development and M&A, Renewable Packaging Asia

Imagination Asia Ltd32/F, Cambridge House979 King’s RoadQuarry Bay, Hong KongTel: +852 3513 1300Email: matthew.chak@imagination.comWeb: www.imagination.com

ActivitiesLaunched in London in 1968, Imagination is an independent creative communications agency, specialising in creating in-tegrated brand experiences. Imagination has 18 o!ces with over 400 employees around the world, including Stockholm, and the full complement of in-house talent, from event pro-ducers to investor communications, brand consultants to architects, advertising specialists to interior designers, and retail specialists to digital experts. As one of the region’s leading creative agencies, the Imagination Hong Kong O!ce has been established for more than 10 years, success-fully managing numerous of exciting projects with positive results to our clients across Asia-Pacific.

Chamber representativeMatthew Chak, Senior Account Manager

The Hong Kong Hive Ltd21/F, The Phoenix BuildingNo 23 Luard RoadWan Chai, Hong KongTel: +852 3568 6343Email: info@thehive.com.hkWeb: www.thehive.com.hk

ActivitiesThe Hive is a co-worker space designed for those in creative industries. It is located in Wan Chai, has an inspiring design, an open plan work space, a sun terrace and a meeting room, custom-made furniture, high-speed Internet, 24-hour access, flexible memberships and no long term contracts. Each floor plan has been laid out to encourage new connec-tions and creative energy; perfect for creative freelancers, entrepreneurs and dynamic start-ups. The Hive is open 24 hours, with sta" on reception 8am to 8pm weekdays.

Chamber representativeConstant Tedder, Founder

Excella Travel (HK) Ltd20/F, 152 Queen’s Road CentralHong KongTel: +852 2810 7588Fax: +852 2868 4290Email: amrit@excellatravel.comWeb: www.excellatravel.com

ActivitiesFor over 50 years, Excella Travel has been using its deep knowledge and experience of the travel industry to help clients handle all of their travel planning and needs. Finding a good deal may be easy thanks to the Internet, but what’s re-ally important is travelling the way that suits you. Take advan-tage of our full suite of services. From tickets to tours, hotels to conventions, special occasions and honeymoons – we have you covered. We have helped a variety of companies with their travel needs. From multinational corporations to small businesses across a variety of industries, our clients can rely on our multi-lingual sta"’s personal touch and service.

Chamber representativeAmrit Sethi, Director

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Shop No.65, 1/F, Admiralty Centre, 18 Harcourt Road, Hong KongTel: 852-2877-2227 Fax: 852-2877-2120

Mobile: 9051-9499 E-mail: johnnysphoto@live.hk

Opening Hour: Mon – Sat 9:00am – 7:00pm Sunday 2:00pm – 6:00pm

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KPMG8/F, Prince’s Building10 Chater RoadCentral, Hong KongTel: +852 2555 6022Email: enquiries.hk@kpmg.comWeb: www.kpmg.com/cn

ActivitiesKPMG is a global network of professional firms providing audit, tax and advisory services, with an industry focus. We use our expertise and insight to cut through complexity and deliver informed perspectives and clear solutions that our clients and stakeholders value. KPMG China has around 9,000 profes-sionals working in 13 o!ces: Beijing, Shanghai, Shenyang, Nanjing, Hangzhou, Fuzhou, Xiamen, Qingdao, Guangzhou, Shenzhen, Chengdu, Hong Kong SAR and Macau SAR. Our client focus, commitment to excellence, global mindset and consistent delivery have helped us build trusted relationships, which are at the core of our business and reputation.

Chamber representativeMark Kemper, Partner

Hellström Advokatbyrå KBPO Box 7305SE-103 90 StockholmSwedenTel: +46 8 22 09 00Web: hellstromlaw.com

Email: thomas.macdowall@hellstromlaw.com

ActivitiesLawyers you want on your side – this is our motto. We o"er a business-integrated law service that adds value by know-how, experienced and engaged lawyers, taking our clients’ business forward. We provide cost e!cient, relevant and accurate advice. We take pride in providing fast innovative and to-the-point legal solutions. We have set our minds to always be a leading business law firm in Scandinavia, with industry know-how, close client engagement and an interna-tional client base. Our working formula is very simple. Our clients expect engagement and results. We commit and we deliver. We are sure you want us on your side.

Chamber representativeThomas MacDowall, Senior Counsel

HONG KONG OVERSEAS MEMBERS >>>

Gaia Leadership AB12/F, Sail TowerNo 266, Hankou RoadShanghai 200002 PR ChinaTel: +86 186 0210 1421 (Jan Boström), +86 155 0210 8421 (Karla Sahlin)Email: jan.bostrom@gaialeadership.se, karla.sahlin@gaialeadership.seWeb: www.gaialeadership.se, www.gaialeadership.com

ActivitiesSince we launched in 1998, we have, in partnership with our customers, created outstanding results for organisa-tions and individuals. We have supported thousands of leading managers to create a Gaia Business Culture, in the trade, in the industry and in the public sector. A business culture with a leadership that focuses on interaction within the organisation and with the market, for growth and sustainable results. We have 30 senior consultants with extensive experience in top management positions and in leadership. Our assignments involve business development, management team development, individual coaching, and leadership training. We work with customers all over the world; in China, Sweden, and other countries in Europe and in North America.

Chamber representativesJan Boström, Chairman of the BoardKarla Sahlin, Senior Leadership Adviser

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Shop No.65, 1/F, Admiralty Centre, 18 Harcourt Road, Hong KongTel: 852-2877-2227 Fax: 852-2877-2120

Mobile: 9051-9499 E-mail: johnnysphoto@live.hk

Opening Hour: Mon – Sat 9:00am – 7:00pm Sunday 2:00pm – 6:00pm

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42 DRAGONNEWS

HONG KONG INDIVIDUAL MEMBERS >>>

Tanja SobkoEmail: tanja.sobko@cuhk.edu.hkTel: +852 5181 6160

Hatt et SönerSkeppargatan 8SE-114 52 StockholmSwedenTel: +46 709 77 90 90Email: andreas@hatt-soner.comWeb: www.hatt-soner.com

ActivitiesHatt et Söner is a champagne house with the global ambi-tion of producing champagne of the utmost quality. The vineyard spans several hectares of the famous Mont Aimé terrain and is located in the top-rated champagne village of Bergères-les-Vertus in Côte des Blancs. Only grapes from 95 per cent Premier Cru to 100 per cent Grand Cru are used in the production of the champagne. Hatt et Söner o"ers several di"erent types of champagne, each of which repre-sents a perfect composition of viniculture, precision, design and quality. All this contributes to the production of some of the most delicious champagnes in the world.

Chamber representativeAndreas Wadensten, Partner

Morgan PerssonEmail: morganpn@hotmail.comTel: +852 9258 2253

Jan SkoglundEmail: jan.skoglund@live.comTel: +852 9170 9558

Emma CosmoEmail: emmaviktoria.cosmo@gmail.comTel: +852 5180 1044

Petter SternbyEmail: psternby@gmail.comTel: +852 9680 3001

CHINA ORDINARY MEMBERS >>>

Dui’A COMmunication Loft 1 East, I-Culture ParkNo 29 Baiziwan RoadChaoyang DistrictBeijing 100022Tel: +86 10 6776 4102Fax: +86 10 6776 4102Web: www.duiacom.cn

ActivitiesCreative strategy and media relationship; Nordic design & lifestyle; brand market entry consultant service; design and operate creative event; marketing material (VI, promotional video and PR material) production service.

Chamber representativeYanling DuanEmail: yanling0909@gmail.comMobile: +86 138 0104 0321

44 DRAGONNEWS

Carlsberg SverigeBryggerivägen 10SE-161 86 StockholmSwedenCNF Trade Co., Ltd. Ningbo Free Trade Zone1/F, Imported Food Area Building No 5, Xing Ye Yi Road, Ningbo Free Trade ZoneZhejiang Province 315800Tel: +86 574 8699 5119Web: www.cnfood2010.cn.alibaba.com

ActivitiesFood and beverage. Our company is agent of Carlsberg Swe-den in China. The main products are Pripps Blå, Falcon and Carnegie Porter.

Chamber representativesZhou Yang, Sales ManagerEmail: china999@hotmail.comMobile: +86 187 5894 9459Cathy Chen, Sales ManagerEmail: cathy-ego@hotmail.comMobile: +86 188 5791 8965

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CLC Projects LtdSuite 2202, Tung Chiu Commercial CentreNo 193, Lockhart Road, Wan ChaiHong KongWeb: www.clcprojects.com

ActivitiesCLC Projects Ltd is a network of project freight forwarders established in Hong Kong. Currently we have 67 members worldwide, and with one member in each country we have an exclusive network. Customers can entrust their global shipments to us and our members.

Chamber representativeBo H DrewsenEmail: bo.drewsen@clcprojects.comMobile: +852 5100 0759

Beijing Solutions LtdRoom 801, Unit 2, No 72 BuildingYang Zhuang Nan Li, Tongzhou DistrictBeijing 101121

ActivitiesWe o"er trade and distribution, consulting and e-commerce services. We work with import/export, marketing and sales and development of web-based software.

Chamber representativesFredrik YderströmEmail: beijingsportsplus@gmail.com Mobile: +86 135 2192 0038Daniel WesterbergEmail: daniel_westerberg_1979@hotmail.comMobile: +86 139 1174 8851

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FjällrävenB-707, Jianwai SOHONo 39, East 3rd Ring Middle Road, Chaoyang DistrictBeijing 100022Tel: +86 10 5900 9392Fax: +86 10 5869 9566Email: marcus.solberg@#allraven.se Web: www.#allraven.cn

ActivitiesFjällräven is a Swedish outdoor clothing and equipment company that was founded in Örnsköldsvik, Sweden, in 1960, and which today is a multinational company with outlets worldwide. In 2008, Fjällräven entered the Chinese market and today has 15 stores – four of which are situated in the western districts of Beijing – as well as a network of resellers throughout China: from Urumqi in the west, to Heilongjiang in the north, to Yunnan in the south. Fjäll-räven’s aim in China is to grow with the market and – just as in other countries, including Sweden – encourage and make it easier for people to access the outdoors and to lead an outdoor lifestyle.

Chamber representativeMarcus Solberg, Deputy General Manager, ChinaEmail: marcus.solberg@fenixoutdoor.se Mobile: +86 150 0066 3068

High school and Middle school

Come and visit SSHL

During the summer

Clean Healthy Air 24/7

= Life insurance and Higher Performance

At Home ��Kindergarten/School/High School/University • At Work

SWEDEN HQ Environmental Air of Sweden AB. Mr Göran Hertzberg, M D, Ph: 0046 761 048 350, Mail: info@easab.com

www.easab.com

EAS Beijing Office, China, Mr Shangyou Dong, Manager, Ph: 0086 10 85322147,Cell: 0086 135 2199 5330, Mail: shangyou.dong@easab.com

46 DRAGONNEWS

Småland’s China Support O!ce 12/F, Sail TowerNo 266, Hankou RoadHuangpu DistrictShanghai 200001Tel: +86 21 5228 0293Fax: +86 21 6267 5980Web: www.smalandshanghai.com

ActivitiesAs the first governmental agency at regional level in Swe-den that has opened its own representative o!ce in China, we represent two provinces and one state university in the region of Småland in Sweden. These are Kalmar province, Kronoberg province and Linnaeus University, respectively. We actively support and assist Swedish companies in establishing business relations with or in China, as well as to promote Linnaeus University as a popular destination for overseas studies among Chinese college students.

Chamber representativeZhi Wang, DirectorEmail: zhi.wang@r$l.seMobile: +86 134 7241 0475

Gambro Medical Sales (Shanghai) Co, Ltd23/F, Unit A, The Headquarters Building No 168, Xizang Road (M)Shanghai 200001Tel: +86 21 2322 1888Fax: +86 21 6350 6053Web: www.gambro.com

ActivitiesGambro is a global medical technology company and a leader in developing, manufacturing and supplying products and therapies for kidney and liver dialysis, myeloma kidney therapy and other extracorporeal therapies for chronic and acute patients. For decades, Gambro has been first to mar-ket with many ground-breaking innovations. By designing and delivering solutions to dialysis clinics and intensive care units, Gambro o"ers not just improved treatment quality, but also improved e!ciency. Gambro was founded in 1964 and has today 7,500 employees, 13 production facilities in nine countries and sales in more than 100 countries.

Chamber representativeErik Trock-JansenEmail: erik.trock-jansen@gambro.comMobile: +86 138 1627 2379

Grow HR14D, East Tower, East Ocean CenterNo 588, Yan’an RoadShanghai 200021Tel: +86 21 5307 9790Web: www.growhr.com

ActivitiesGrow HR is a Shanghai-based human capital consulting firm specialising in executive search and consulting services in Greater China and East Asia. We have a dedicated team of local and international consultants whose backgrounds and work experiences span North America, Europe and Asia. Our core business is identifying and assessing outstanding talents and recruiting them into leadership roles.

Chamber representativeMette LegerEmail: mette.leger@growhr.comMobile: +86 159 2136 5040

Viab Precision (Suzhou) Co, LtdRoom 3001-3004, Block 3 No 21, Heshung Road, Suzhou Industrial ParkSuzhou, Jiangsu Province 215122Tel: +86 512 6706 7986Fax: +86 512 6706 7983Web: www.varnamo-industri.se

ActivitiesA member of Värnamo Industri and belonging to Xano Group, Viab Sweden is one of Scandinavia’s leading manufacturers of precision-turned components. Viab is TS16949/ISO14001 certified and supplies parts to all industries in Northern Eu-rope. Viab produces precision components short lead-times and high flexibility. Viab Precison Suzhou was established as a business hub in 2012.

Chamber representativeJerry Hultquist, General ManagerEmail: jerry@viabprec.comMobile: +86 180 1558 5808

Suite 2909 China Resources Building, No.26 Harbour Road, Wanchai, Hong Kong. Email: johnbarclay@primasia.hk [+852 3588 0000] / winniechan@primasia.hk [+852 3588 0012]

General Line: +852 2882-2088 Fax: +852 2975-8042 www.primasia.hk

MANDARIN STAR PRIMASIA CORPORATE SERVICES LIMITED

Swedish founded – 24 years in Hong Kong

48 DRAGONNEWS

SXL Group Room 2103, Dongbo MansionNo 168, Shangwen RoadHuangpu DistrictShanghai 200010 Tel: +86 21 6372 0100Web: www.sxlgroup.com

ActivitiesManaged by an international team of dedicated profession-als, SXL Group is spearheading a student-consulting model in China. Working with talented students from top universi-ties in China, coupled with our versatile in-house project managers, SXL Group is able to deliver valuable projects that have flexibility and price/quality ratio for a wide spec-trum of areas. We support companies with market research, competitor analysis, benchmark studies, market entry strat-egies, and much more.

Chamber representativesGustav ÅströmEmail: gustav.astrom@sxlgroup.comMobile: +86 158 0086 2274Ola KällqvistEmail: ola.kallqvist@sxlgroup.comMobile: +86 136 0171 4708

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Wildberries of Sweden HB Centralvägen 63cSE-79146, Falun SwedenWeb: www.wildberriesofsweden.com

ActivitiesWildberries of Sweden aims to establish a premium brand on the Chinese market by selling high-end products made ex-clusively from wild berries growing in Swedish forests. With a young and fresh approach, Wildberries of Sweden targets so-phisticated Chinese food-lovers. By entering the market with well-known products, such as jam and juice, brand aware-ness can be created, makig it possible to introduce further products. Wildberries of Sweden is a new company based in Beijing and founded by Olov Norlander and Mikael Livas.

Chamber representativesOlov NorlanderManager of Operations – China and Co-founderEmail: olov@wildberriesofsweden.comMobile: +86 186 1280 1930Mikael LivasManager of Operations – Sweden and Co-founderEmail: mikael@wildberriesofsweden.com Mobile: +86 183 1143 4835

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CHINA ASSOCIATE MEMBERS >>>

Eric HesslerNo 25, XituCheng Road, Haidian DistrictBeijing 100088Mobile: +86 182 1018 4536Email: cehessler@yahoo.com

Fredrik BlomqvistHotel ManagerNo 500, Weihai Road, Jing’an DistrictShanghai 200041Mobile: +86 138 1896 5823Tel: +86 21 6256 8888Email: fredrik.blomqvist@fourseasons.com

Oskar SundbergRoom 2502, Unit 8, Huili Garden45 Zhi Nong, 822 Nong, Changshou RoadShanghai 200060Mobile: +86 150 2679 6372Email: oskar.sundberg@hotmail.com

Sigrid Horn af Åminne57-101, Lane Bridge No 9, Lai Guang Ying East Road, Chaoyang DistrictBeijing 100102Mobile: +86 139 1184 3438Email: sigrid.horn@ovi.com

■ Starting from this issue, the Swedish Chambers of Commerce in Hong Kong and China will publish a tablet edition of Dragon News, which is being launched during spring as apps for both iPad on Apple’s AppStore and for Android on Google Play.

“Sweden is in the forefront of information technology (IT) develop-ment, so it is natural that two chambers that are representing Sweden in Greater China should have an app like this to create more interactivity with our readers and attract more advertisers,” say the chambers’ chair-men, Ulf Ohrling and Mats Harborn.

Dragon News on your tablet

■ The Swedish Chamber of Commerce in China warmly welcomes Johan Tren-nestam. Johan will do an internship at the Beijing o!ce. The internship is a component in finalising his Master ‘s in Public Administration at the University of Gothenburg.

Johan is looking forward learning more about the chamber’s work in China and getting to know Chinese business culture. Johan started his internship this spring and will stay until June 2013.

Welcome, Johan!

50 DRAGONNEWS DRAGONNEWS 51

A F T E R H O U RS

■ BarsMicrobreweries in BeijingWant a di"erent bar experience? Visit some of Beijing´s new microbreweries for a beer tasting.

Even if you are not a beer drinker, you will probably find a visit to the Great Leap Brewery or the Slow Boat Brewery a lot of fun, not only due to the friendly sta" but also the convivial atmosphere. Pop in and try a beer or spend a long evening trying as many of the 12 di"erent brews you can without falling down.Great Leap BreweryAddress: Doujiao Hutong No 6, Dongcheng District, Beijing.Phone: +86 10 5717 1399Web: www.greatleapbrewing.comSlow Boat Brewery TaproomAddress: Dongcheng Qu, Dongsi Batiao No 56-2, Beijing, near Zhangzizhonglu metro station.Phone: +86 10 6538 5537Web: www.slowboatbrewery.com

■ RestaurantsOrganic restaurant in Hong KongThe organic food craze is taking Hong Kong by storm, with more and more restaurants seeking to serve quality organic food. One restaurant that is proud to be part of this trend, serving eco-friendly food, is recent arrival, the charming Wild Grass, which is part-owned by Swedish culinary connois-seur Kristo"er Luczak, vice president for food and beverage at Melco Crown Entertainment.

The wooden interior gives the place a tranquil cottage-like feel with mismatched yet beautiful furniture. Another detail not to be missed is the unique pieces of art that are showcased in the restaurant – a result of a collaboration with prominent art galleries around Hong Kong. Address: 1/F, 4-8 Arbuthnot Road, Central, Hong KongPhone: +852 2810 1189

■ SportsFootball league in BeijingSign up now for the Spring 2013 season of the Etihad Airways Club Football, five-a-side League, Beijing’s biggest year-round five-a-side league! The league is open to men’s amateur and corporate teams of all levels. Matches consist of two halves of 15 minutes, with a five-minute break for half-time. They are held on the artificial pitches at Side Park and Chaoyang Park, in the evenings from Tuesday to Thursday.

Read more at www.clubfootball.com.cn/cms5.

■ MusicSwedish jazz in Hong Kong and China Two of Sweden’s most promising jazz artists, Magnus Lindgren (saxophone) and Erik Söderlind (guitar) gave three concerts in Hong Kong as part of a four-city tour. The concerts were sponsored by the Consulate General of Sweden in Hong Kong.

In addition to performing in Guangzhou, Shenzhen and Macau the two musicians gave master classes as well as a TV recording at RTHK in Hong Kong. Magnus and Eric are part of Nordic Light Quartet a new jazz project initiated by Rickard Malmsten, a Hong Kong based jazz musician.

O u r w o r l d i s l o g i s t i c s

Kasper Svane KristensenSales Manager Hong Kong & China

+86 139 1609 7764kskr@scangl.comwww.scangl.com

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12926-SGL- Textil annonce.indd 1 05/03/13 08.10

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■ BooksSwedish snaps song book Singing is an essential part of Swedish culture. Take all the drinking songs sung at parties, such as the midsummer celebrations, crayfish parties and Christmas dinners. Singing creates happiness and a sense of belonging.

In China, singing is also close to everyone’s hearts, as anyone who has been to a karaoke evening knows. To get the singing going at parties song lyrics are often distributed at the table. Sometimes booklets of lyrics are pro-duced, and this is exactly what the Swedish chamber is about to start doing.

The Swedish Chamber of Commerce in China cordially invites all members and sta" to bring us specially written songs, or clever translations of existing songs into Chinese, which will become the joint treasure of the chamber for use at our parties. We hope that the songbook can become an asset for Swed-ish companies in China for customer dinners, sta" events and private gatherings.

Let your creativity and inspiration flow! Look at old songbooks and sit down with friends and sta" and come up with new classics. Please send an email with you contribution to info@swedishchamber.com.cn.

When we have enough submissions, the first songbook will be printed. As songs are added, new editions will be printed. For each edition that is sold, the proceeds will be donated to charity. All proceeds from the first songbook will go to the charity Change for Life.

The Swedish Chamber of Commerce

SNAPS SONG BOOK

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ohanna Almström is the general manager of Tiandi Rong-tong, a company that o$ers foreign companies consult-ing services, to help grow their presence in China. !e company acts as a bridge between Sweden and China and

the other way around. Furthermore, they also o$er o"ce space, o"ce services and human resources (HR) management.

When did your company become a member of the Swedish chamber and why? “In 2009, as soon as all paperwork was done and as we were established as a formal company, we became members of the Swedish chamber. We didn’t hesitate, since in our view we had a lot to gain by signing a membership and de#nitely nothing to lose. !rough the chamber we quickly got a good network, and our company logo could be seen in the directory and on the chamber’s web page.”

What is member value for you?“!rough the chamber, we give Tiandi Rongtong a face and the possi-bility to be seen in connection with activities arranged by the chamber. !e photo with all participants together with Crown Princess Victoria and Prince Daniel, which was taken at the chamber event when the couple was visiting Beijing is one good example. By having that picture on the wall at our o"ce, our customers make the conclusion our com-pany is important and a company they want to make business with.”

In what way has the Swedish chamber and its network been of value in your work? “!e chamber has a broad and varied spectrum of activities, always with important and interesting subjects, and always presented in an easy to understand context that keep us updated about what’s going on in China.

“Since our company is small, and I am the only full-time Swedish employee, the Swedish chamber’s network is very important for me,

and I feel I am always welcome to call or visit the chamber and give my view of things and engage in good dialogue.”

For the future, how do you think the chamber can develop and bring more value to the members? “I would like to see more of the di$erent kinds of companies that are members of the chamber. It would be interesting to have member-to-member presentations with companies from di$erent areas. We see many smaller, innovative companies establishing in China, and these kinds of presentations will give them an opportunity to communicate what they do and also share and exchange knowledge. In the long run, this will help Swedish companies do business with each other.

“I would also like to see bigger projects to promote Sweden and Swedish companies in which the Swedish embassy, the Swedish cham-ber and Business Sweden cooperate, preferably every year.”

What has been your favourite experience in the chamber so far?“!e possibility to mingle with and meet the Swedish king at the Gala Dinner in 2010. and meeting Crown Princess Victoria and Prince Daniel. !is was an opportunity that our company would not have had in Sweden, and it is something we could not arrange by ourselves. We invited high-level Chinese and Korean guests to the Gala Dinner with the king and they were very impressed by it.”

What do you think about Dragon News?“In my opinion, the best Dragon News was the Chinese issue produced for the Shanghai Expo 2010. I would like to see articles in Chinese, in the regular editions.

“A Dragon News in Chinese should give us added value since we could also use it as promotion material for our Chinese customers. I would also like to see more interviews with women and smaller, up-coming companies. But as a whole I think Dragon News is good.” b

T H E C H A M B E R A N D I

Looking for bigger projects

J

Johanna Almström of Tiandi Rongtong says she has had the good luck to be part of the Swedish chamber, but she wants the chamber to look for bigger projects together with the embassy and Business Sweden.

Swedish Chamber of Commerce in Hong KongDIRECTORS OF THE BOARDUlf Ohrling, Chairman [Mannheimer Swartling]Carl Christensson [Skandinaviska Enskilda Banken]Eva Henriksson [Henriksson Consulting]Dan Lindwall [Handelsbanken]Sta!an Löfgren [ScanAsia Consulting]Gunnar Mansfeld, Treasurer [Troy Solutions]Laurence McDonald [Ericsson]Kristian Odebjer [Advokatfirman Odebjer Fohlin]Per Ågren [APC Asia Pacific Cargo]

Swedish Chamber of Commerce in ChinaDIRECTORS OF THE BOARDMats Harborn, Chairman [Scania]Katarina Nilsson, Vice Chairman [Advokatfirman Vinge]Fredrik Ektander, Vice Chairman [SEB]Erik Ek, Treasurer [Swedbank]Yvonne Chen [GM, Swedish Chamber of Commerce in China]Birgitta Ed [Springtime]Karine Hirn [East Capital]Daniel Karlsson [Asia Perspective]Tom Nygren [Ericsson]Martin Pei [SSAB]Lars-Åke Severin [PSU]Thomas Sörensson [B&B Tools]Sara Wramner [Associate member]

Meeting Crown Princess Victoria

and Prince Daniel was an opportunity that our company would not have had in Sweden.”

Teng Tools ShanghaiTel +86 21 546 511 55 Email: jacob.sandelin@bbtools.cnwww.tengtools.com

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54 DRAGONNEWS