How will the international software developers hold the Chinese market? Firstly, in light of the sound development of Chinese market, nowadays many unrenowned foreign software companies are considering the entry to China. Our latest investigation also shows that companies from North America, Australia and Mexico are asking how to access to Chinese market. Frankly speaking, the Chinese market has both huge potentials and great difficulties. More than 10 years has passed since the overseas software companies entering SAP, and its initial stage is just the investment phase. If a foreign company wants to enter China, it must hold the view of long-term investment. In the second place, Chinese market is undoubtedly different from the overseas ones. At present, Chinese enterprises have seen lots of software systems, so how can you win the clients within the shortest time? And they must comply with China’s national conditions. A lot of work should be done on the localization of the product, management and marketing. Top priority should be given to its chinesization, or doing things in accordance with Chinese modes. Maybe the English version is available in other countries, while the Chinese version is a must in China, and it should conform to Chinese habits. Thirdly, they must have good cooperation with local Chinese companies. Resources used by Chinese companies may not be so internationalized, but they are all or mostly in this market. We contribute the popularity of ERP in China over the past time to the great efforts of many Chinese software companies. Concerning the access of foreign companies to China, my overall feeling is that all industries are welcoming their presence while facing up with the challenges, including the management and consultation industry. The key is that what is the true purpose behind their access? Do they want to sell the products developed with low cost across the globe? Or do they just want to sell the products in Chinese market? I guess that they have seen the huge Chinese market. They have adopted two modes, one is to sell out the products developed in China, and the other is to establish the brands in China, and manufacture and sell the products. For software industry, I think they just want to take the Chinese market. Firstly, their first goal is to take up the Chinese market. I once asked a Mexico company why they came to China. They told me that they are attracted by the huge potentials of Chinese market. Secondly, they have set up research institutes or R & D centers in China. For instance, SAP has brought their best practical experience to China during their initial stage, and now they have incorporated it into part of the globe practices. Large manufacturers want both market and its shares. They cast their eyes on the Chinese market. But how to enter the Chinese market? A commercialized software usually begins its business by establishing its own brand and making use of the cases of their own country or other nations. Another method is to make customizations after entry into the market. I feel the customization is not their advantages presently, since customization requires communication, a good mastery of the knowledge and learning of the markets. Their strong points are to bring in their mature commodities and find out the features of Chinese enterprises that conform to their needs. If he has no mature experience, I here advise him stop it, as it is totally impossible to earn money in China. It does not matter how small the enterprise is, but the successful experience in even small parts would be useful. They have also considered the path of commercialization or customization. The customization is closely related with the enterprise, but it has long term and weak software foundation. During its development, it can hardly teach the clients, who will not understand fully. They just want to have a function, instead of changing constantly. And one unified software can not be applicable to all industries or trades. Can a special orientation be made between them? No matter what I have done, I never feel easy. The key is whether you have a clear knowledge of your specialty. If you boast a strong management and R & D team, we will work out a specific customization for you. To this end, a good customization for Chinese enterprises is very essential, and the competition among the Chinese manufacturers lies on that of the customization. Chinese enterprises must be able to compete with foreign ones in industrial experiences and commercialization, and the most important part is the responding measures. |
