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Are You Ready to Manage the Dragon Project? Procurement Market Entry Export Distribution 北京,上海,广州,深圳,重庆,杭州,南京 Felicia Chang Global Wave Today Project Management Symposium April 28 th , 2010.

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Are You Ready to Manage the Dragon Project?

Procurement Market Entry Export Distribution


Felicia Chang

Global Wave Today

Project Management Symposium

April 28th , 2010


“I suggest they learn everything they can about China because it will permeate every aspect of business in their lifetimes.”

— Jack Welch


From Great Wall to World Expo

Project management in China is evolving

Ancient Project management in China

  • Great Wall
  • Great Canal
  • Forbidden City
  • Modern tools, techniques and methodologies
  • Critical Path Method (CPM)
  • Program Evaluation and Review Techniques (PERT)
  • Graphical Evaluation and Review Techniques (GERT)
  • First application of modern
  • project management
  • Defense
  • Aerospace and science
  • Construction

Great Wall

World Expo


Project Managers Need to Think Globally

Adapt to the special nature of global project management

Keep the following in mind:

  • There are opportunities for Project Managers who know
  • their way around the world
  • International project management requires highly
  • developed skills outside of regular project management
  • Project management is more of art in China
  • Don’t expect to follow the principles and rules of managing
  • projects in the United States

Project Managers Need to Think Globally

You are operating on an international landscape

  • Two most important attributes for international Project Managers:
  • Cultural sensitivity
  • Intellectual curiosity about other people and nations

China is on the Other Side of the World

Distances can complicate a global venture

  • Physical distances
    • Geographical
    • Time zones
  • Psychological distances
    • Cultural
    • Emotional
    • Language

China is on the Other Side of the World

Learn from the experiences of other PMs

  • Key experiences among project managers:
  • Delays
  • Cost overruns
  • No improvement in quality
  • Lack of resources to perform project tasks
  • A simple 3-stage delivery process:
  • Preparation
  • Execution
  • Close-up

What is Your Project ?

Two most common projects in China


Sell products from China to U.S. market


Sell products from U.S. to China market

  • Each type of project presents different challenges and risks
  • What is the best way to manage a project?

Managing a Procurement Project in China

Plan well, evaluate your options and choose wisely

  • Key steps:
  • Identify what must be procured
  • Establish a timeline for purchase
  • Identify potential suppliers and service providers
  • Obtain quotes or bids
  • Choose a supplier and/or service provider
  • Manage the relationship with the supplier and/or service provider
  • Close-out contract

Managing a Procurement Project in China

Critical elements

  • Developing processes that are rigorous yet
  • still flexible
  • Building a team experienced in China projects
  • and familiar with the culture
  • Managing milestone deadlines within budget and
  • managing expectations are key challenges
  • Using collaborative tools and techniques

Managing a Procurement Project in China

Manage processes and expectations intelligently

  • Poorly managed projects are often completed over budget
  • and with significant delays.
  •  Managing the key stakeholders is a critical key to success
  • in China.
  • Western and Chinese stakeholders have different needs
  • and expectations
  • Manage your expectations and unexpected risk

Creating and Managing a Market Entry Project in China

Do some serious business planning

  • Identify your market opportunity and target customer
  • Identify the best sales channel to bring products/service
  • to China market
  • Set up your office and logistics
  • Identify and manage your distributor
  • Create and manage your Internet marketing project
  • Manage your relationship with Chinese consumers
  • and companies

Market Entry Road Map

Chinese Consumer/Company







Engage Local Resource & Building Partnership

Online Marketing

Traditional Marketing




Company Setup

Not plan to set up office

Site Selection


Set up office

Market Entry Analysis/Strategy

Target Customers

Market Overview



Your Company


‘World Manufacturer’ is Becoming a ‘World Consumer Market’

Take advantage of the transformation


World Manufacturers

  • IPO
  • M&A
  • Private entrepreneurship
  • Outbound tourism
  • Outbound investment
  • 3-6 tier city & rural area growth

World Consumer Market


Key China Sectors for U.S. Exporters to Target

Focus on growth markets

  • Education
  • Health & Medical
  • Environmental Protection
  • American Lifestyle
  • Products
  • Luxury Market
  • Entertainment
  • Technology
  • Tourism

China Market is Complex and Fragmented

Broad geographical territory


Project Management is About Managing Culture

Know how people think and make decisions

  • The importance of relationship/save face
  • Pragmatic
  • Decision making
  • Deadlines
  • Value maturity
  • Materialism
  • Dress/act formally
  • Dining and business

* Culture shapes way people think, how they look at the world, the decisions they make and the things they do.


Creating and Managing a Market Entry Project in China

Consider key stakeholders and Chinese culture

  • Key stakeholder management is critical to success
    • Customers
    • Suppliers
    • Distributors
    • Service providers
    • Government officials and approvals
  • Managing a market entry project in China is
  • more of an art than a science

The China Market is Lucrative

and Rewards are Tremendous

  • BUT…
  • It takes special planning and commitment
  • Respect differences
  • Plan well
  • Make a long-term commitment
  • Form the right team
  • Factor in extra time build in your project’s life cycle
  • Actively communicate
  • Set realistic expectations

The Golden Rules of China

By Robert Ma of McDonald’s of China

  • Everything is possible
  • Nothing is easy
  • Western business logic does not apply
  • It is a fun project if there is no deadline
  • You must persist — things will come your way eventually
  • Patience is the essence of success
  • There are no secrets in China
  • “You Don’t Know China” means they disagree
  • “New regulation” means they found a new way to not do something
  • “Internal Regulation” means they are mad at you
  • “Basically, No Problem” Means BIG PROBLEM
  • When you are optimistic, see Rule #2
  • When you are discouraged, see Rule #1

Why is Global Wave Today different?

  • China contacts
  • Market knowledge
  • Lead the process
  • Strong cultural and language knowledge
  • Deep global experience

We bring unique insights...

We transform China’s complexity and ambiguity into clarity


For More information


Felicia Chang

Global Wave Today


[email protected]