How to Win More Business in China

Top Class Event in Melbourne Brings Sisters Together

Pioneering Spirit

The City of Melbourne was the first city in Australia to establish a Sister-City Relationship in China, long before China was popular. The relationship with Tianjin – now one of the four key cities in China – has become a text-book case of how to work with and leverage a Sister-City (or other) partnership as numerous exchanges, business opportunities and growth in understanding have been fostered which have all benefited Melbourne (and Tianjin).

Twenty-five Year Anniversary

Our Case Study deals with the 25^th anniversary of the relationship celebrated in Melbourne in May 2005 (Tianjin hosted the reciprocal event in September 2005). Our focus is on one of the highlights of the anniversary activities – the visit of Tianjin Mayor Dai Xianglong – a very senior figure on China’s political landscape.

Attention to Detail – A Winning Plan

Planning for an event – large or small – must start early. The City of Melbourne commenced planning about a year in advance. The visit involved around 100 Chinese delegates. While the City of Melbourne has a substantial budget for International Affairs, it is the planning, attention to detail and meticulous arrangements that we wish to highlight to any organisations seeking to do business with China, an integral part of which must be hosting visits from Chinese delegations.

During the planning phase, communications went back and forth between relevant officials in Tianjin and organisers in Melbourne, firming up and negotiating key parts of the program, ascertaining the interests (business and cultural) of the delegates, ensuring that the interests of Melbourne’s business and cultural community were represented, sending invitations and at all times dealing in a respectful and considered way. Negotiating the availability of the Mayor proved a complex affair drawing on many good relationships developed over the years to pin him down.

The City of Melbourne developed a comprehensive program with key members of staff responsible for each aspect of it. Itineraries were compiled in detail in English and Chinese with all of the key contact names, protocols and details included. Transport and accommodation arrangements, timing, locations, running sheets, speaker notes were all prepared.

Top Interpreters Equals Top Occasion

For a business lunch with Lord Mayor John So and Mayor Dai Xianglong as guest speakers, the City was conscious of time, and to ensure all delegates had access to the speakers, arranged for simultaneous interpreting – enabling speeches and interpretation to run at the same time.  The alternative, consecutive interpreting, where speaker pauses for the interpreter, doubles the time required for any speech. This was seen as a wise investment ensuring that all present obtained the same information in a short space of time and allowing time for networking too.

Winning Friends and Influence – Gala Dinner at Town Hall

At a Gala Dinner held at the Melbourne Town Hall, an invitation list was carefully compiled, including a Who’s Who of Business in Melbourne and table plans arranged to mix Australians with Chinese. Translated menus highlighted Australia's wonderful produce.  Interpreters sat at key tables to assist in conversation between the two sides. Speeches reflected on the friendship and benefits over 25 years and were all interpreted consecutively; entertainment and a special presentation of football scarves made to a group of Tianjin visitors. The night was colourful and special especially for the Chinese guests.

Getting a Kick at the MCG

A walk on the hallowed MCG turf accompanied by Stephen Gough, CEO, MCC was a highlight. Imagine the face of the Tianjin Mayor lighting up when he looked up to the giant scoreboard and saw a message of welcome in Chinese (of course, this had been prepared earlier). Other events considered of key importance to Melbourne and developed to fulfil mutual city interests included tours of Commonwealth Games sites and Docklands. Tianjin will host some of the Beijing 2008 Olympic activities and is also redeveloping its Hai He (River) and has drawn from Melbourne’s Southbank and Docklands experiences, enabling a number of Melbourne firms to secure work in Tianjin.

Another often overlooked factor is the promotion of activities – in the case of the City of Melbourne - the media and other relevant organisations were briefed, invited and provided with releases about each of the key events. Events were photographed, written up and included on the City’s website.

What to Do to Make it Count

A careful blend of social and business, banquets and tours, site visits and presentations should be incorporated in any visit of Chinese delegates.

Tips and Tricks

• Negotiate the key people to invite; carefully ascertaining the hierarchy
• Learn about the business interests of delegates and endeavour to match them
• Ensure that your interests and areas of synergy are highlighted for prospective business opportunities
• Be punctual at all times
• Make senior managers available to greet/farewell visitors at airport
• Provide transportation for delegation – consider a bus for large groups and limousines for the executives or small groups
• Accompany the delegates at all times
• Welcome banquet/dinner of Chinese style but with Australian ‘specialties’ hosted by the most senior executive; attention to seating plan
• Name tags, place cards, business cards in both languages
• Speeches of welcome, friendship
• Give presentations on areas for prospective cooperation - what you can offer (in Chinese)
• Provide handouts to take away in Chinese
• Exchange of gifts – for leader and each delegate – something uniquely Australian wrapped
• Corporate gifts also welcome for larger groups – eg company hats, pens, etc
• Time for shopping and tour/s - consider Phillip Island Penguins, Healesville Sanctuary, Sovereign Hill, to name a few

Getting the Words Right – the Importance of Quality Translation

The success of the 25-year relationship between Melbourne and Tianjin and many exchanges that take place strongly illustrates the importance of engaging the best interpreters and translators. To do business with China, communications must be in Chinese. It shows a lack of respect to only communicate in English; this will limit any potential business opportunities. Consistency in messages will come from establishing a relationship with the same translators and interpreters.

Engage leading interpreters for events well in advance and provide briefing notes, background information, speeches and itinerary. Expect the delegation to bring their own ‘interpreter’ who may act for the Chinese party – protocol dictates that each interpreter works for his/her side.  The quality of interpreters accompanying delegations is variable, so often the Australian interpreter needs to be forewarned that it may involve both sides of the interaction. The interpreter/s should be present at all times.

The City of Melbourne might have a larger budget and host bigger events than you envisage, nevertheless the key messages: planning and preparation, frequent communications with the other party/ies, attention to detail and a carefully structured program, and employing top quality interpreters and translators at all stages are the key ingredients to a successful visit and successful business with China.

May you get to celebrate 25 years too. We’ll be there to help and toast your success too!