How To Tarnish Your China Image (Or Not)
Just came across a post on China business culture over at the Wu Way Blog that does a nice job setting out some business culture basics. It is entitled, "Five ways to tarnish your company's image in China" (h/t to China Success Stories) and it sets forth the following five ways to hurt your image in China:
1. Open a store at the Great Wall. In light of China's history, its reaction to Starbucks at the Great Wall is "not surprising." The lesson here is that "if a Chinese official gives you the green light to open up at the Great Wall — or any other iconic cultural location in China — think twice."
2. Fudge your Chinese translations. The Wu Way is rightly adamant about the need for good translation:
Companies pay hundreds of thousands of dollars for branding, marketing, design and PR — but some expect to get their marketing materials and corporate identity translated on the cheap by a Chinese student. What’s the harm? A lot." Let’s say you do get a Chinese student to do your translations. If that person has little experience in the business world of your country, they may end up using the wrong terminology.Remember, your marketing materials and corporate identity are communicating for you when you’re not around, like a Chinese sales rep in print. Will yours be wearing sleek Armani or plaid polyester? The choice is yours.
If you have ever laughed at Chinglish (and who hasn't?), think of your badly translated materials as the equivalent.
We get this a lot with our trademarking work. Clients pay us to have their English language trademarks registered in China and then ask us to translate their tradenames into Chinese for registration as well. Though my firm has the Chinese language and cultural knowledge to do a good translation, we have no marketing expertise and we typically suggest the client retain a marketing firm to assist in choosing their Chinese name. Around half the time, they demure, and have us give them their Chinese name. How many companies get their English language name from their lawyers? Why should it be any different in China?
3. Confuse Japan and China. "Some of the sweetest, most gentle Chinese people have surprised me with their poisonous diatribes on Japan. It’s not shocking when you consider that the Japanese occupation from the late 1920s to the 1940s was akin to the Holocaust for Chinese. Yet Westerners continue to conveniently lump together all East Asian cultures. As far as some are concerned, if they look the same, the culture is the same."
"So, take note: samurai, geisha, teppanyaki, sake, kimonos, manga. None of these are Chinese. And they may be to your conversation what the A-bomb was to Hiroshima."
4. All work and no play. US businesspeople are "used to separating business from pleasure. We like to 'get down to business,' so to speak." In China, however, socializing and entertaining is a key part of business:
In China, the meeting is just the beginning. Chinese business partners invite you to elaborate teas, banquets, karaoke parties and even weekend trips to Hong Kong. You get chauffeured around in the utmost luxury. All on your Chinese partners’ tabs.After a few rounds of this, you’re just about ready to put on the breaks the next time you hear an invitation to chifan (eat dinner).
I’ve got news for you. When it comes to doing business in China, all of the above is just par for the course. Some of the most important headway between you and your prospective partner will probably happen while you’re crooning “Edelweiss” (a perennial favorite) together in a karaoke bar.
There’s another reason you shouldn’t miss the socializing. It just might suggest you’re not interested. In China, people put a premium on the relationship. They want to know you and build trust. That kind of connection only happens beyond the office. I’ve heard from many execs that, by spending more leisure time with their Chinese partners, they experienced major breakthroughs in their business relationships.
I know you all have heard this a million times already, but the reason for that is because it is true.
5. Ignore superstition. Superstition matters in China:
Examples of it abound in modern Chinese culture.Consider the upcoming Beijing Olympics in 2008. Now, the number eight is one of the most treasured numbers in China because it sounds similar to the character for making money. China already got lucky hosting the event in ‘08. So guess when the Olympics will begin? August — the eighth month of the year — on the eighth day of the month at exactly 8pm.
After the seven-day Labor Day and National Day holidays, work always resumes on the eighth of the month.
The Chinese national flag is in red and gold, the two most traditionally auspicious colors in Chinese culture.
But the question remains — how could superstition derail your business?
Picture this: your prospective Chinese partner invites you to his daughter’s wedding. It’s a great opportunity to get to know him better through social interaction following the advice above. You’ve heard that giving money is pretty standard, so you take out the nicest white envelope from your suitcase and put in the equivalent of $50 — 400 RMB.Congratulations, you’ve just communicated your death wish for the new couple. White envelopes are only reserved for funerals, and the number four sounds a lot like the character for “death”.
Of course, this is an extreme example. Not all superstition snafus will hurt your reputation. For example, it’s unlikely that Chinese will turn the other way just because you didn’t use auspicious colors or characters in your corporate identity. But just imagine if you did. Chances are your counterparts in China will be impressed that you knew enough to go the extra mile.
Why fight superstition? Go with the flow — and watch your business reap the benefits.
So true. My cell phone number has two 8s in it and this always impresses. When I want to really pile it on, I mention that both my home phone number and my wife's cell phone end in 8000 and both of my kids' cell phone numbers also have three 8s, including two in a row! I am not exaggerating when I say that when I tell people in China about my family's telephone numbers they start treating me more like a friend. Works every time.
http://www.chinalawblog.com/cgi-bin/mt/mt-t.cgi/2098
» Superstitions still persist, 88% of the time Zhongnanhai
Well, perhaps it's more, but who's counting? The China Law Blog wrote an interesting post about things foreign companies should consider when opening in China, one of them being superstitions. We all know that superstitions exist, even in western count... []
Comments
Good stuff.
For foreign executives, a Chinese culture 101 course (reading) is always a good idea. And speaking a few words of Chinese also aways loosens things up quite a bit. It is the gesture thing--a symbol of your effort to try to communicate in their way.
It works in Texas too. Every time I try to speak my incredibly bad Spanish to people I ran across I always get a bright smile. It is a simple yet important thing.
Posted by: Brad Luo | August 21, 2007 4:33 PM
Fantastic.
So how do you juggle it if you don't drink and smoke?
Posted by: Jonathan | August 21, 2007 6:46 PM
Some good stuff here. While I am a regular reader, I am definitely not a "China hand" so I will throw this out to the group.
I can see the point of #5 about the superstitions. As someone who has never been to China, is this focus on superstition a little patronizing? I dont know, I am asking. Is does not come across as acting superior by honing in on something we in the West would term "superstition"?
Posted by: Derek | August 21, 2007 6:50 PM
Brad --
Great addition and I could not agree more. I have found this to be true in every country in the world, with the exception of France. I lived in France as a kid and I majored in French in college and my accent was so good that when I was in school there as a kid we had a substitute teacher who slapped my hand with a ruler because I could not name some former French president and then apologized when told that I was an American. Yet, they never appreciated it.
Posted by: China Law Blog | August 21, 2007 9:10 PM
Jonathan --
Very good question. Just don't smoke. It is that easy. Drinking is another story. I am a very light drinker and so I just have one or two at the beginning and then fake it from there. I have heard that it is okay to simply say you don't drink, though I would think, unfortunately, this would have some impact on the night.
Posted by: China Law Blog | August 21, 2007 9:22 PM
@Derek:
Superstitions may or may not hold that much sway with 20 and 30 something urbanite yuppies, but they aren't in power yet. Give a really nice clock to an influential person in China and see how fast your business deal dies (ironic since giving the clock is telling your Chinese partner/official host: it is time for you to die.)
But outside of major city centers, superstitions and cultural traditions hold big sway.
Posted by: nanheyangrouchuan | August 21, 2007 10:31 PM
In one of the "singing competitions" on TV, there were a couple of girls on the same show that were called sisi (either si1si1 or si2si2).
Posted by: Jonathan | August 21, 2007 11:33 PM
Personally, I roll my eyes at all that stuff (and can afford to since I'm not in business) but I don't think it's considered patronizing. Example: I just married a Chinese woman, and her mother insisted on six cars for the wedding procession. Why? You can't have one, because it has to be an even number, because we're a pair. Two just isn't enough. Four, of course, is death, so we're left only with six.
I can't vouch for every little tidbit about superstitions that are in China travel books or swear that everyone adheres to all of them, but yeah, they matter. You don't necessarily have to call attention to the fact that you're adhering to them, although many/most Chinese are easily impressed (or act like they are) with any little bit of China knowledge displayed by foreigners.
Posted by: MAC | August 22, 2007 1:36 AM
I laughed at number 3 - has anyone seriously ever done this? But on the other hand I think it's one thing to confuse Japanese things with China (given the Chinese liking for quite a lot of Japanese things), and quite another to confuse Chinese people with Japanese people or China with Japan.
On the same lines you'd probably have to add:
6. Refer to Taiwan as a country or state (something my own firm has constant struggles with the government over)
Posted by: Duncan | August 22, 2007 1:59 AM
Never translate important material. Rewrite it in Chinese. Use a translation as a starting point if you must, but even the best translation reads like a translation. Rewrite. Then have the rewrite proofed by a second native Chinese speaker who is fluent enough in English to compare the translation with the original. His job is to make sure the important information and messages come through and that the desired emotion and nuance is conveyed in an appropriately Chinese way.
Never translate slogans. Ever. Reinvent them for China. They rhythm, cadence and emotional content of slogans are culturally specific and with rare exceptions do not translate. I still get requests from the US to evaluate slogans with American English puns in them and to advise whether they will "work in Chinese". Yes, if by "work" you mean "befuddle people".
@Derek: Don't think of it as superstition, think of it as symbolism. Even a Chinese person who doesn't necessarily feel the number four is "unlucky" may find its inappropriate invocation distasteful.
Posted by: Will | August 22, 2007 4:06 AM
@Jonathan
You learn how to.
Have fun in the KTVs too, even though it's your 3th time there in the same week and you have been in a state of permanent hangover... hey, it's good for business. God it gets annoying as hell.
Remember college? Remember Friday nights at the greek houses? Imagine it never ever ended and you had to go every damned time. Welcome to hell.
Posted by: maimai | August 22, 2007 5:11 AM
Derek,
No! The Chinese people I meet range from atheists to people who give money donations to every Buddhist temple they ever encounter. I've yet to meet one who takes offense to an extra "8" or delight in receiving a white envelope of money at a wedding.
This is just like American superstitions such as saying "bless you" or "knock on wood." Nobody minds the extra margin of safety or the extra deference you show by saying it.
Posted by: astrid | August 22, 2007 5:18 AM
Hi Dan, long-time-no-write. That's a very good set of rules. If one, besides, doesn't smoke nor drink, well, you got all the way to China, so you might as well smoke a cigarette or hit the bottom of a bottle of beer. Isn't that just a good feeling once in a while? So, I've been away for some time, went back to Beijing for eight nights for assisting my father in a conference at the SIPO for he had to train Examiners of the Boards of Appeal on how the Boards work at the EPO. He was teaching in English but he needed some help from me in backing him up on street-hanyu. It was fun, saw friends I had there in 2005 and met very interesting people, amongst them, lawyers and students who are eager to go to Europe (especially Germany!). On Aug 30 I will be attending the 2nd annual EU-China Legal Studies conference in Hamburg. It will last a couple of days and I thought it might be worth it to get to know some of the faculty there and see what they are all talking about. I am anxious to leave! I will go there alone and try my best in achieving and in asking questions. I understand it is also a workshop structured conference. It shall be fun. Please check it out in a moment of spare time and tell me what you think about the programme and the faculty speaking. Sorry I am writing way too much again, but I think I cannot help it all the time. PS _ I don't know why but I stopped receiving your newsletters so I downloaded the RSS reader today and inserted the feed. Hope it works. As for the blog I am sort of running, it's in Italian, for a group of high-school students in Italy. I did it for them so they could write me and ask questions. I might start an English one, for those same "low profile" enquiries. Keep up the great work Dan, and congratulations for the award! Best,
Posted by: Riccardo | August 22, 2007 5:48 AM
Derek:
Dan is right on. The focus on "superstition," i.e. folk beliefs, is not misplaced. From the high-born to the low-born, powerful to powerless, Chinese are steeped in such tradition.
Never give as gifts:
1. a clock - the word in Chinese is "zhong," too similar to "the end" and indicating you might wish someone an untimely (no pun intended) departure from life, or his/her job.
2. a pair of shoes - this indicates you might wish the person to separate from you.
3. an umbrella - the word in Chinese, "san zi" or "yu san", is homophonic ("san") for the word for separation.
The number 9 is good, since the word "forever" is similarly pronounced. My U.S. phone number starts "898", which is allegedly forever lucky, although I am somewhat philosophical about the degree of my luck to date.
Red is the lucky color, so wear it all the time, I mean, all the time. You can't afford to take chances; wear your religious medallions on a red string. But write in black ink; "red numbers" are financial losses in anybody's ledger book.
Posted by: Law Office of Todd L. Platek | August 22, 2007 5:55 AM
Derek --
I disagree. Superstition is prevalant everywhere. I have a number of American clients who will not close a deal on Friday the 13th. I do not think acting according to Chinese superstition is patronizing; I think it is showing cultural sensitivity. Others?
Posted by: China Law Blog | August 22, 2007 7:07 AM
nh --
I agree with you completely (how long has it been since I said that?)
Posted by: China Law Blog | August 22, 2007 7:11 AM
MAC --
Six makes sense.
Posted by: China Law Blog | August 22, 2007 7:12 AM
Duncan --
You are absolutely right about Taiwan. I actually disagree with those who say never discuss politics overseas (I do it all the time), but I completely agree with you that one should never discuss Taiwan unless you believe it to be an inherent part of China.
As for number three, I have two stories. One, I had a client many many years ago who fired an employee who he had sent over to China for QC. The reason he gave me for the firing was that the employee kept referring to the Chinese as "f--king Japs." I didn't push him for more. Many years ago I went to a party the day I returned from Koreea and there was one guy there who kept telling me China/Chinese stories he had heard and it was absolutely clear to me he did not know the difference between China, Japan, and Korea. It was all just a sea of yellow to him.
I have had some great discussions on Japan with some of the Chinese lawyers with whom we work in China and I guess my #3 would be that one must be sensitive to China's history with Japan.
Posted by: China Law Blog | August 22, 2007 7:19 AM
Will --
Great stuff.
What you say applies a thousand fold with contracts. Most of the time we actually prefer our clients' contracts with their Chinese counterparts to be in Chinese, with an English translation of the contract used only to provide assistance to our client. We almost always hate contracts with both the Chinese and English language versions being the official ones. That generally only makes sense if you want confusion and you want attorneys to make a lot more money once something goes wrong. If the contract is in just English, then you are likely to find yourself at the mercy of a Chinese court translator if you ever need to sue there.
I love your explaining it as symbolism and I will even make a confession (just between you and me): I am probably more superstious/impressed with symbolism now than 25 years ago. As an example, I like the number 8 (hence that number being in every one of my family's cell phones) and I avoid the number 4. I'm betting the same is true for you as well.
Posted by: China Law Blog | August 22, 2007 7:27 AM
Maimai --
A while ago I did a post (or was it a comment) bragging about all the tricks I have learned at Chinese KTV joints and Korean room salons and Russian nightclubs for getting through the night barely drinking. Your harkening back to college reminded me of one of my favorite tricks: lead the drinking game. If you are up there leading the game, it makes sense that you yourself would not be participating at that time and by the time it comes time for you to drink, well nobody is in a condition to notice then either.
Posted by: China Law Blog | August 22, 2007 7:30 AM
Maimai/Jonathon --
I have an inherent ability for avoiding drink at karaoke bars. I am one of the world's worst singers. Ever. So people assume that to be as bad as I am, I have to be drunk. My quick willingness to make a complete fool of myself will completely sober also allows me to escape the alcohol.
Posted by: China Law Blog | August 22, 2007 7:32 AM
Astrid --
Great observations. I like your use of the word deference and your analogizing China's superstitions to "bless you" and "knock on wood," both of which I always use also
Posted by: China Law Blog | August 22, 2007 7:33 AM
Riccardo --
Good to have you back. Don't know how we lost you on the emails, but I can assure you heads will roll on that one. I am going to stop paying feedblitz until they get it right. Wait a second, it's free anyway. Oh well.
Can you send me a link to that Hamburg conference? Our German lawyer is heading to Germany next week and it is even possible she can put this on her itinerary. I am sure she would like nothing more than to do that during her vacation.
Posted by: China Law Blog | August 22, 2007 7:39 AM
It sounds so easy to do, but when you are not the boss and the boss claims that spot upon entry, yep... screwed again.
Some of the people we meet with, yea, it's a situation of "gan or die".
The best way out I have found has been to have a girlfriend. Let her know you hate this stuff but have to go from time to time. Once it hits 11, have her call you and yell something at you. Regardless of what client you are with, this is an instant get out of jail free card.
Posted by: maimai | August 22, 2007 2:00 PM
Hi Dan, Todd, Riccardo, Astrid, Derek, Brad (and others), great comments! Cheers, Michael (China Success Stories)
Posted by: Michael | August 22, 2007 2:53 PM
The drinking and smoking thing is simple. Tell them you don't drink or smoke. If they push you on it, say you have a weak liver.
Posted by: Chip | August 22, 2007 6:42 PM
Maimai --
But does that not create its own perceptions?
Posted by: China Law Blog | August 22, 2007 6:49 PM
Chip --
Sure.
Posted by: China Law Blog | August 22, 2007 6:52 PM
Yep, it does. But this is a strategy for getting out of the "special" KTVs. Clients and the business contacts who love going to those places go there for one reason... they suck at relationships and most wish they had one. KTVs are the McDonald's for relationships for these guys. I picked this tactic up after seeing countless times the "maybe girlfriend" give a call and they rush off in hopes of a real relationship.
They call you whipped, but secretly envy you because you have what they probably never will (frequently and for free).
Business is business, but you have to maintain your moral standards and integrity if you have any left after being here for a while.
Most of these people have either no relationship at all, a very cold one requiring much gift-buying to make up for the fooling-around, or they have a meaningless (and somewhat disturbing) one. I can safely say that I want none of these fates to be in store for me.
Posted by: maimai | August 22, 2007 9:23 PM