| | | M.R.: Ni hao ma? O.U.: Hen hao. M.R. Talk to me about the inauguration O.U. It was a very interesting day where we met many friends. I have been working in China for many years. Many official Institutions and relevant people showed up, among them: Jose Mari Aldekoa ( President of the MCC ), Jesús Mari Otaegi ( President Executive of the MCC ) Rafael Barrenchea (Vicepresident of the MCC and President of the Danobat Group), Javier Sotil (Vice president of the MCC), Germán Lorenzo ( Director of Asia MCC), Javier Mezquita ( Commercial Attache of the Spanish Embassy), Javier Ortueta (Director of A.F.M.) and Nacho Artamendi (Director of the Engineering School of Tianjin), as well as many important customers, agents and Chinese Co-operators. M.R.: You are well supported! O.U.: One of our strong points in China is the Group and we act as a group. We centralise all the activities of the different Danobat companies through Danobat Beijing. Further more, our situation of sharing a building with the MCC, allows us to work back to back with them and prof i t all the generated synergies. M.R.: Tell me the formula of the success O.U. : With no doubt it is the team. Our strategy from the beginning is based on human resources; we have invested in our people and have created a team based on trust and loyalty. We are a small family. Looking at the market, our goal is to obtain the general satisfaction of our customers, Commercial strategy is focussed on service: - Technical personnel to advise the customer on the defi nition of the machine, the ancillary equipment, the process, etc. This is very important in Chinese companies, if they lack the know-how of a process; they need to be taught how to do it, their operators trained, maintenance contracts, etc. - Support in the political/institutional relations. - Carry out the acceptance trials in Danobat together with the Spanish engineers. - Carry out the commissioning and acceptance trials in China together with the factory engineers. | | important for the Group. In 2008 we are going to open a commercial office in Shanghai to give a better response to the customers in that area. M.R.: Where are you going to spend Christmas this year? At home or in China? O.U.: I spend approximately six month per year in China. This year I hope to be at home. Last year I was negotiating in Beijing. M.R.: I guess the beginning was not easy for you. O.U.: When I fi rst came in 1997 I understood that the culture was very different and I had to make a big effort to adapt myself. At that time I had to do fire fighting work on different projects. This has enriched me and has helped me to develop a more efficient work ethic M.R.: Chai chie O.U. : Xie xie. | | |
| | | - Full after sales service during the guarantee period and afterwards. Our strategy has resulted in more than 400 machines being installed with 23 people to serve the customers and supported by local technicians with more than 10 years of experience. M.R.: What is the working method in China? Is the "approach" different? O.U.: The key is to work according to the "Chinese way" There is not another possibility. You need to get involved in the Chinese market, understand how they think, how they decide. The language is not so important, what really matters is to understand the Chinese mentality. M.R.: What is the difference between a Chinese company and a European company established in China? O.U.: Up to five years ago we mainly worked for State Owned Enterprises (SOE). Today, many sectors have still not been privatised. The railways, the defence industry, the power generation, aerospace, and the transport sectors require technical solutions for their applications and they are our target groups. In these types of companies we work for the Chinese customers according to the Chinese style. Obviously all political-commercial relationships and the contacts with the institutions are of paramount importance but above all, the personal relationship ("guanxi" in Chinese) is important. In the past five years, together with the "boom" of the foreign investment in China, we are also working with the joint ventures (JV) and 100% foreign owned companies (WFOE). The work has to be done combining two different ways; the decision is taken in Europe or America but the contacts are established in China. M.R.: Could we know what your objectives are for 2008? O.U.: Sure. We want to increase our sales level. In the past three years we have experienced a 10% increase per year and our forecast for the years to come are along that line. At present the Chinese market represents 14% of the total turn over of the Group. Our target is to become more and more | | |