As China is taking its path to be the world's second largest economy, the country's 'going abroad' strategy seems to win great eclat more than ever. Guy Wittich is leading the NIFA-China team on the trot to lure investment from China.

By Edison Maweixin

Noonday, on October 21, Guy Wittich wrapped up a string of meetings, winded his way through well-heeled hotel dwellers, headed to the lounge meeting the press- my privilege for this exclusive interview.

With a smile of charisma, a tone of geniality, the perfect chinese-speaking Dutch in the prime of life, was upon his second stay in Qingdao, since he took new post as the direct of the Netherlands Foreign Investment Agency (NIFA) for china last August ending up his twenty years or so in Taiwan.

As an old Chinese hand, his understanding for the two nations' mutual benefits and culture obviously leads to his success at work-the investment from China to Netherland has gained at least 20% growth during his one year at office.

The afternoon seminar aiming to fresh Qingdao entrepreneurs knowlege base about accessing to Euro market was about to be underway.

Among the smothering pressure from the international society vexed over China's export driven economy, Netherlands is an exception.Though it posted a trading deficit of USD $31.5 billion over China in 2009, Nethelands has been cheerfully sending its officials to China to strenghten economic ties between each others.

" We oppose to the protectionism, and we have never too cared about Chinese export." Mr. Wittich furthered on explaination," Because Netherlands is a trading country which is specialized in service industry, such like banking, logistics, distribution and brands, etc. So whether it's about export or import, for us, it just means more business opportunities providing more mores"

Indeed the country boasting favored taxation, high educated workforce and innovation is attracting an increasing number of Chinese investors.The Netherlands is the second country in Europe next to Germany in receiving investments from China in four straight years .

According to NFIA, around 260 companies from China have invested in the Netherlands by mid 2010. Qingdao also has played an important role in that field. Both Haier and Hisense have set up R&D centers respectively in Netherlands and taken a multitude of market shares there.

To achieve a more splendid outcome, NFIA has been put strenuous efforts to help Chinese companies land in Hollands. Except providing a gamut of complimentary consultant services in China, NIFA headquarters will still support Chinese corporations in many ways that they even take irregular calls on foreign companies to help solve the problems they face which are called ' aftersale service' by Guy Wittich.

"What are the most constant barriers Chinese business encounter in Hollands ?" I asked.

"ZhaoRen (To find the right people)"Guy Wittich told me in Chinese.

There several different forms of investment in Hollands and to set up a subsidiary is the most popular one as the liability limited to the subsidiary means low risk to foreign companies compared to a branch that the head office abroad is fully liable for all the obligations of it. Meanwhile a joint venture or owning to its virtue in reducing the relative complexity and huge cost for the Chinese to debut in the global investment arena earns a standing ovation. Thus the real challenge comes to the seeking of the right parter that matches.

"The headquarter of NFIA may provide some information as regards the market networks, still it takes time, even needs to try your fortune." Wittich said.

Though he didn't say, it isn't hard to find that 'Guanxi' (network) is a key player in business no matter what, when and where. A ' how' in turn has always been the most intractable one.

Fortunately after years' struggle, the second echelon of Chinese international investors have learned lessons from some fiascos of their vanguards.

Economic experts remarked earlier that the inexperienced pioneers were inevitably too eager after having taken a dominating position at home from which the egotism easily cramped their capability to analyze the potential risks of excessive extention, besides group conformity also takes a part in many overseas investment failures.

"Now they are turning more cautious and deliberate." Wittich said with a tinge of appreciation. Today's Chinese investors are likely to redouble their efforts to learn the local marketing, laws, and culture even before they set foot on the foreign land. In addition to enhance their finesse to adapt to the shui tu (local circumstance), the new players have developed into a new stage with more advanced soft and hard power.

As a matter of fact, the days when Chinese are only fascinated in the pyrrhic victory of original equipment manufacturing (OEM) are to be down the wind. Beleagured by a forced yuan appreciation, ascending demands for pay rises along with a spate of workers suicides, strikes and walkouts, as well as the government's economic restructuring strategy, traditional OEM business is being through the bitterest transition from the already losing low-cost superiority toward an new era of high efficiency, high-tech and low-carbon.

Mr. Guy Wittich believe it is the undergoing revamping that helps the new round of Chinese investments to get up steam. When I quoated the lacklustre data of USD$1.3million investment from Qingdao to Nethelands up to Sep30,2009, according to Qingdao Financial Daily, Wittich told me that he do have faith in its long term growth as they all have shown great momentum from the beginning.

He pointed out that most chinese investments in Hollands center in the areas like chemical, manufacturing, new energy, instead of the mining industries in other countries. As a result, the amount of capital funds may be not quite eye-catching, but the benefits generated are yet considerable that they create a lot of job opportunities, speed up technology advancing and facilitate environmental protection.

As I expressed concern over the social security of Nethelands due to its tolerate attitude toward marijuana and prostitute, Wittich disarmed me with his insight about cross-culture once again." I see it's just Hollands, people there enjoy their freedom more than anywhere else, therefore business goes like duck in water, and we love it." He just reminded me that China is not all that adorable either, but it's just China, and we love it.

纪为德――去荷兰的桥

随着中国成为世界第二大经济地的步伐日益迈进，“走出去”战略在国际上受到前所未有的欢迎。为此荷兰外商投资促进局(NIFA)中国首席执行官纪为德先生正带领他的团队马不停蹄地为吸引中资入荷孜孜耕耘。

特约记者　马伟新

10月21日十一点半，纪先生刚刚结束上午紧张的筹备会议，穿过人流熙攘的酒店前厅，来到大堂憩廊，面会媒介——鄙人的独家专访。

2009年纪先生结束在台湾二十年的生活，来到上海执掌NIFA中国。他流利的台味国语，富有领袖气质的优雅笑容，平和的语调，一见面便给人留下深刻的印象。

作为一个中国通，他对两国互惠友好与文化沟通的理解显然有助于其工作——一年之内中国对荷兰投资额已上涨20%。下午即将举行的座谈会旨在推介荷兰投资环境，探讨中国企业进入欧洲市场战略。尽管中国对荷一直贸易顺差很大，荷兰却并无睚眦，一直积极促进中方出口投资。为此纪先生解释道，“我们反对贸易保护，不担心中国出口荷兰。因为我们是贸易大国，不管出口进口，都代表更多的生意。”

的确荷兰优惠的税收证词，高素质人才以及创新能力正吸引越来越多中国企业投资。青岛的海尔，海信都分别在荷兰建立了研发中心，在当地发展势头良好。纪先生还介绍说NFIA还十分注重“售后服务”，企业在荷落户后，NFIA荷兰总部还会定期拜访，提供咨询协助其解决新问题。对于中国企业投资所遇到的最大问题，纪先生说“就是找人”。在荷兰投资，设立子公司相对设立办事处来说，要免去很多风险，因为子公司独立承担法律责任，不会给国内的母公司带去麻烦。而以合资形式建立子公司，又可以帮助企业尽快适应“水土”，降低投资成本，因此成为最受欢迎的形式。问题就在于如何寻找合适的合作伙伴。“这需要下功夫，甚至有时得靠运气。”他说。因此建立关系，营销网络应当是中企投资国外的头等大事。

中国企业在经历第一轮海外投资热的失败经验后已经变得成熟谨慎。他们更注重调研，逐步同步增进自己的硬实力和软实力。

随着人民币升值，劳动力成本上涨，超薄利润的贴牌生产被迫开始逐步退出历史舞台。中国的发展模式转型是痛苦的，也是充满希望的。正是这样的转变，依靠自主品牌和专利科技的第二轮投资者才在荷兰站稳脚步拓展前进。青岛目前在荷的投资资金数额虽然不是很大，但是质量却很高，并且他们在提供就业机会，促进科技进步和环保方面的作用更加可贵，纪先生相信他们会逐步在那里取得长远的发展和成功。

因为荷兰有宽松的法律环境，在促进经济快速发展的同时不免滋生一些社会治安问题。纪先生对此说到，“我只能说这就是荷兰。人们享受充分的自由，尽管不能事事如意，我们还是热爱这样的生活，何况荷兰这样的法律优势对经济发展至关重要。”如果换个立场上想问题，有些偏见、芥蒂或许就能烟消云散。中国同样也不是没有缺点，我们一样热爱中国。

纪先生就像一座沟通两国经济往来的桥梁，增进彼此的福祉。