On November 17-18, 2017, the 4^th Meeting of China Outbound Forum was held in Sanya of Hainan Province, which was jointly hosted by Center for China and Globalization (CCG), China Association for International Economic Cooperation in the Ministry of Commerce (CAFIEC) and Sanya Municipal Government. During the meeting, 13 sub-forums were organized that focused on economic globalization and globalization of China’s enterprises. More than 100 participants, including the Chinese and overseas politicians, famous outbound entrepreneurs and international business scholars shared their wisdom in the event. Themed on “facilitating outbound process of enterprises and developing an open economy of higher level”, VP Jing Tian of SANPOWER was invited to the event and to participate in sub-forums to share SANPOWER experience in outbound process.

CCG Executive Secretary General Li Weifeng granted the award of Top 50 Outbound Chinese Enterprises for 2017 to Jing Tian

At the same time, the Forum also released the 2017 Report on Chinese Enterprises’ Globalization, which was recently finished by CCG. SANPOWER also won the title of Top 50 Outbound Chinese Enterprises for 2017. On behalf of SANPOWER, Jing Tian received the award, which is designed to reward China’s enterprises that have made outstanding performance in expanding globally and in building global influence. HUAWEI is also one of the award winners.

As the participant in the parallel forums, Jing Tian discussed with scholars and entrepreneurs from the Chinese Academy of Governance, National Center for Strategy Studies, HUAWEI, FAZHENG Group and LAUREATE International Universities’ on “brand, PR and HR – upgrading Chinese enterprises’ globalization strategy.” 

 

Jing Tian said brands have endogenous and exogenous power. No brand power can be presented if there is no unique corporate culture, mission or value. Many companies use mammoth resources in brand packaging. When focusing on brand promotion, they should rely on the core of corporate culture, which is crucial for their success. In this regard, SANPOWER has inherited the quality corporate value and cultural connotations, continuing to improve its international brand image in the fields of new retails and new health.

When China’s enterprises go outbound, they have to concentrate on brand building in the local market, developing and using well local HR, and ensuring the local HR works closely with those coming from China. SANPOWER started to spread its footprint globally in 2013. In just four or five years, SANPOWER has become one of the largest Chinese employers in the UK and Israel. A large number of local elites and professionals work for SANPOWER. More than 40,000 overseas employees recognize the culture of SANPOWER as their Chinese employer, stimulating their sustainable innovation and initiative, thus ensuring the international competitiveness of SANPOWER. In this process, SANPOWER brand, both internally and externally, keeps improving its reputation and building wonderful credit. By making continuous efforts in overseas development and expansion, it has built a path of positive development ranging from M&A, management, operation, brand, tangible and intangible development, accumulating experience of how private enterprises in China can make overseas development and expansion.

Jing Tian believes the endogenous force decides the soft power of an enterprise. After making M&A, SANPOWER has taken its late-mover advantage to realize rapid development. “After acquiring an overseas company, we are ready to respect local culture and rules, and actively build the all-new incentive mechanism so that the 40,000 overseas employees will produce sense of recognizing SANPOWER, accept the Chinese culture and China’s corporate management model. Only by both setting up rules and bringing in the corporate philosophy can we ensure steady growth of our business.”

After the discussions, Jing Tian was invited to a close-door session to offer proposals and ideas. The session, chaired by Mr. Long Yongtu, CCG Chairman and Former Deputy Minister of Commerce of China, was attended by representatives of famous enterprises of China that have gone out, government officials, scholars and others. It was designed to provide orientation and identify opportunities for Chinese enterprises to make overseas investments in the following five years while listening to proposals and ideas and sharing international experience of those famous going-out enterprises of China before reporting to relevant government departments. Jing Tian mentioned that SANPOWER, this year, acquired Dendreon, a US company specialized in bio-medicine and pharmacy. It is a purchase of original intellectual property right. At present, SANPOWER is making arduous efforts to bring Provenge, the core product of Dendreon, into China’s market. By purchasing the original medicine of US, the China’s enterprise hopes the Chinese people can use the best medicines as soon as possible.

First held in 2014, the Meeting of China Outbound Forum has been held for three sessions. The 4^th Meeting of China Outbound Forum, focusing on current situation and future trend of outbound investments made by China’s enterprises, studies new orientation proposed at the 19^th National Congress of CPC and reviews great achievements made by China’s enterprises in the past five years. It also discusses about how to make sure overseas investments can help China’ economy secure upgrading and high-end development in the open environment of globalization. At the same time, it studies the world economic growth, cross-border investment trend and reverse globalization trend to ensure new development of overseas investments.