How do you reach one of the largest markets in the world when the government won’t let your company across the border?
U.S. China Directories Inc. gives companies easy access to China’s many opportunities-to “hurdle the Great Wall.” The consulting firm’s indexed directory of American companies helped Federal Express open operations there.
The company, based in Manhattan, has an official partnership with China’s Council for the Promotion of International Trade and the China Chamber of International Commerce, both government agencies. This relationship is significant, according to Midwest Regional Coordinator for the company, Susan John of Massillon.
“China is closing to direct marketers,” John says. “The government has restricted advertising and marketing. But the directory is authorized and distributed by the government and is one of the only ways in, unless a company is already operating there.”
The agency distributes the books to more than 10,000 Chinese manufacturers, import/export agencies and chambers of commerce as a standard business reference.
U.S. China Directories President James Nolt, a former Massillon resident, partnered with Gaofei Yan earlier this year. Yan started the company in 1996 and the first directory was published and distributed in China last fall.
Nolt, a former professor of economics and political science, says the index’s advertisers come in three categories: American exporters of products and services, firms looking to advertise their purchasing agents and those interested in finding joint venture opportunities in the Asian country.
“We receive calls every week from Chinese businesses looking for American partners,” Nolt says. “Because the government controls all publishing, there are no private companies that have the right to publish such a directory as ours. As far as we know, we’re the only agency permitted to do this. It’s a rare privilege but also an opportunity and an inexpensive way to access Chinese clients.”
Ads in the directory range in price from $350 for a listing to $40,000 for a full-page, four-color, front cover ad.
All advertisements are printed both in English and Chinese in the publication. In addition to advertising, the firm offers market research, help with negotiations, advice on Chinese law, translation services and business travel planning.
“We even have consultants who can accompany an American businessperson on a trip to China,” John says. “Sometimes people want to travel with someone who is not only fluent in Chinese but who is also familiar with the culture and business practices.”
A list of the most current opportunities available in China can be found on the company’s Website.
How to reach: U.S. China Directories Inc. (330) 830-9811 or www.uschinadir.com
What if we promise not to hug?
When China “slammed the door on the Avon lady” and several other direct sales companies, the firms were forced to suspend their China operations until a new method of distribution could be developed.
Avon was the first such firm to enter China’s market, investing more than $90 million with 1997 sales reaching $75 million, according to a company representative.
Amway Asia Pacific Ltd. fared a bit better with a $100 million investment in China and sales reaching $178 million.
The ban came after state media linked direct selling and the motivational, revivalist-style sales meetings associated with it to the growth of religious cults, superstition and underworld gang activities “which pose a direct threat” to Communist rule. One official said simply: There was “too much hugging” going on in the meetings.
