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2008/1/11 “2007英国最爱品牌“排名前50中唯一一个酒类品牌 --- Stella ArtoisAs part of Marketing magazine's annual industry review ("2007 - A year in Marketing") they conduct an online consumer panel ranking the nation's favourite brands across a breadth of categories (from FMCG, to electrical goods, retail and IT)
Stella Artois ranks at No.31 in the consumer survey, up from No.34 in 2006 - and the only alcohol brand to rank in the survey's Top 50. 2007年12月,营销界权威杂志“Marketing” 刊登了, 2007年英国人最喜爱品牌排名表, Stella Artois 的品牌排名高于阿迪达斯,索尼爱立信, 惠普,吉百利牛奶,麦当劳,必胜客,肯德基等品牌,荣列所有品牌排名的第 31位 ( 2006年排名第34位).同时Stella Artois也是 唯一一个列入排名前50的酒类品牌,再次夺得了最受欢迎酒类品牌的桂冠.
(哎,我们只能跟各个行业的品牌叫板,实在没办法跟其它的啤酒品牌比--标准太低了,我们把腰弯折了都碰不着他们的头儿)
一下图片是杂志的影印版
2008/1/3 10万人民币的Stella Artois Nobilis® --broke the world’s record of the most expensive beer2007年12月21日,AOL Canada 以 1万5千加元(约合10万人民币)的天价买走了一盒限量发行的6瓶装Stella Artois Nobilis® , 这让Stella Artois 名副其实的成为了世界上最昂贵的啤酒。
此笔收益将会直接受益于WildAid -- 一个抵抗野外生物非法交易的非政府组织。
TORONTO, December 21– This week, AOL Canada bought the special limited edition collection of Stella Artois Nobilis® beer for 15.000 CDN (+/-10.000 €) to celebrate the holidays while the proceeds will benefit WildAid, making it the world’s most expensive six-pack.
Purchaser AOL Canada will use the Nobilis (bottled in magnums) to celebrate the holidays while the proceeds will benefit WildAid, an international non-profit organization dedicated to eliminating illegal wildlife trade. This generous gift caps off a great year for the group since its Canadian debut in June with WildAid ambassador Bo Derek and the launch its first series of public awareness messages featuring movie stars and athletes.
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Launched in November 2007, Stella Artois Nobilis is a delicate, sparkling beer designed to help mark spontaneous celebrations. It is stylish and offers a unique beer experience, perfect for honouring life’s good fortunes with friends and family. Stella Artois Nobilis is brewed by InBev in Leuven, Belgium.
上市于2007年11月,Stella Artois Nobilis 是为节日及庆典特制的一款口感清脆爽朗的高度啤酒。 她的苦感要远低于普通啤酒,同时又有些香槟酒的味道...目前世界上只能在加拿大和乌克兰买到....
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( 当然了,我春节的时候肯定会带回家里2瓶,员工家属还是要享受一些基本待遇的嘛....哈哈 )
2007/12/21 Talking about Choice is an illusion...from Mengting Wang
谢谢王梦婷的精心收集! Quote : http://crystalwongaiesec.spaces.live.com/ Choice is an illusion... 2007/12/19 Miss Belgium07-讽刺--Stella Artois的礼仪小姐摇身变成了“比利时小姐“哎,只有感叹阿.....
知道我工作的人都了解我11月钱忙了个大项目--Stella Artois World Draught Master...就在那个项目的最后的event上,为了撑门面,我们请了些 hot girls 去暖场 ....
结果,没想到啊,其中的一个女孩儿参加了比利时选美,结果,还成了今年的比利时小姐................ 看来我们当时把她放在寒冷的前台接待还是挺正确的,能平衡一下室内外温差...
我的这个项目前前后后竟跟这Miss, 那Miss 碰上了....前些日子我blog 相册里的巨hot女---是个90年代的捷克小姐,她被请去捷克的地区级World Draught Master ...然后我们最后那个event,我们又请了89年的比利时小姐作主持,因为她在比利时的还算个著名的主持人.......再然后,就是这个讽刺的一幕,我们的礼仪小姐,变成了Miss Belgium 2007...
2007/12/11 Love ...It is my first time in life to have a sense of meaning of love ... it is not about how romantic it appears to be ; it is not about how well you know each other ; and it is not about how much you feel about yourself in front of her...
It is all about "her-ism" ; It is about YOU as part of HER life ; It is about caring her and her surroundings ; and it is about your willingness to sacrifice yourself to make her happy or a better place... ... it is all about her... ...
2007/11/26 老北京俏皮话儿屎壳郎上汤盘——冒充糖炒栗子 屎壳郎爬进首饰店——冒充黑宝石 屎壳郎上公共汽车——臭到哪儿算一站哪? 屎壳郎爬竹竿儿——臭到哪儿算一节儿呀? 屎壳郎拜把子——臭到一堆儿去啦。 齐天大圣得道——猴儿还是猴儿。 猴儿拿跳蚤——瞎掰 猴儿吃麻花儿——满拧 猴儿戴胡子——一出儿没有。 猴儿吃大蒜——不是滋味。 狗戴嚼子——胡勒 狗拿耗子—多管闲事。 狗咬刺猬——没地方下嘴。 狗掀棉门帘——全凭那张嘴啦。 肉包子打狗——一去不回头。 狗撩帘子——嘴能。 狗咬吕洞宾——不识真人。 王八看绿豆——对了眼儿啦。 王八吃秤砣——铁了心啦。 王八过门槛儿——就瞧您这一翻啦。 王八啃西瓜——滚的滚,爬的爬。 罐里养王八——越养越抽抽儿。 耗子娶媳妇——暗中办事。 老鼠过街——人人喊打。 耗子舔猫鼻子——找死。 猫哭耗子——假慈悲。 耗子尾巴抠骰子——小贫骨头一个。 天下乌鸦——一般黑。 乌鸦落在猪身上——只看见别人黑,看不见自己黑。 属曹操的——疑心太重。 属刘备的——爱哭。 属黄花儿鱼的——溜边儿。 属夜猫子的——晚上精神就来啦。 属算盘子儿的——不拨不动。 属陀螺儿的——不抽不转。 属磨盘的——不推不转。 2007/9/19 www.stellaartois.com Stellla Artois掀起新的网络营销竞争 史来最最具戏剧化,震撼的品牌网站.......... www.stellaartois.com 在9月18日格林尼治时间17:00正式公映.......与此同时,网站的广告也在纽约时代广场的No.1号大屏幕上连续放映24小时 ( 广告内容同下video)..........
Stella Artois创历史的掀起了在网络上的营销竞争.... www.StellaAr tois.com Blurb- La BouteilleAdd to My Profile | More Videos www.StellaArtois.com Blurb - Le Courage 2007/9/16 Stella Artois全球网站"公映"宣传片--史来最震撼的品牌网站
I have also uploaded the following video onto http://www.myspace.com/artoisfamily & http://www.youtube.com/watch?v=EclrkrwPjyA ... 此广告宣传片是为即将在2007年9月18日公布的Stella Artois全球新网站 www.stellaartois.com 特别制作的。 在公司的允许下,我把它放在这片blog中,让大家抢在世界的前头看看..... 有的人 看后会问,这个大片效果的网站跟啤酒有什么关系? ........... 其实这个网站借电影的形式讲述了Stella Artois的600年多年传承下来的经典... 现在,Stella Artois已经不仅仅意味着世界第5大销量的啤酒,她传载了比利时自1366年起的酿酒文化,她象征着一个艺术成分十足的魅力品牌........... 我们传播的是Stella Artois品牌精华,而“啤酒“仅仅是她的最重要的一个载体... .............不多说了,点击下面的“开始键”看看这个网站的震撼力吧......一定要把电脑的音量调到最佳立体声效果! ........................( 视频的右侧是3个户外广告的设计,他们也均取自网站的场景) ( plus,此广告选在我在myspace.com上的新博客 http://www.myspace.com/artoisfamily 或者在YouTube上 http://www.youtube.com/watch?v=EclrkrwPjyA )
Le Courage www.stellaartois.com 2007年9月18日 格林尼治时间17:00全球公映
2007/9/13 Stella Artois "时代"新网站--揭开品牌营销史新的篇章 1下周二, 2007年9月18日,Stella Artois ( 中文被翻译成“时代啤酒” -- 很恶心的翻译,根本就不符合我们的品牌定位! 不知道谁起的,结果大家就都开始叫了...)的 全球官方网站将焕然一新, 这次更新将揭开品牌营销史新的篇章!!!
20年前,Stella Artois 是全球第一个利用电影短片的拍摄手法/效果 制作电视广告....紧接着其他的品牌开始陆续效仿........所以在2006年初的时候, 全球总部作出了一个新的决定,计划打破一切的常规,制作一个史无前例的网站.......历时13个月的建造,新的baby诞生!
下周二开始,无论你走在伦敦的主要街道上,还是在纽约的时代广场,还是New York Times, USA Today等“小报”上,都会看到关于这个网站的消息........
得到了特许,我可以从这周6开始在我的blog上播放新网站的广告宣传片, oh yeah....... 能得到这特许还要感谢我多年来一直摒弃的百度:)
(我也没想到我的 blog 在 baidu 搜索 “ Stella Artois ” 中被排到了第一个搜索结果.....感谢百度的搜索方式--按照更新顺序,而不是相关度连接, haha )
2007/8/22 我爱伦敦 再不更新就对不起这个blog的存在了......
7月和8月简直就是我的伦敦月 ... 来回来去的在于伦敦-布鲁塞尔 间折腾 ... 但是直到上周,彻彻底底在英格兰呆了9天后,我才感觉到伦敦的魅力...
很多中国人不喜欢伦敦因为人太多,或者说亚洲人/中国人太多...但是我恰恰觉得这是让我感到舒服的地方... 我觉得在伦敦很是有在北京的感觉 ---这种经历自从去年7月后我就再也没感受过!...最最典型的,就是伦敦的中国菜!巨地道!!! ... 不过要是想吃水煮鱼,火锅这样的菜,那就要付出点金钱的代价 (水煮鱼基本上 20磅,火锅 25磅/人 -------....但是“千金难买当时快“, 赫赫 --yeah,我能自造成语了!)
再有,伦敦人简直时尚的不行了!!! 他们有很多人是那种另类的/前沿的时尚,就是根本不care别人怎么看,自己喜欢就成; 另外很多人的品位很好,搭配得当,就连上班族得装束都会让你觉得 赞! 这一点,巴黎根本就比不上伦敦.... 我觉得很多巴黎人基本上都是靠穿名牌来吊着自己,无聊! (据说纽约也只是有的地区是这样,但是伦敦基本上是全民时尚-----当然有些夸张啦) ...至于比利时,那简直就是落后10年的穿着....
三有, 在伦敦的地铁里感受上下班,太让我觉得北京的感觉的了! (在新加坡从来没感觉到这一点,可能是因为新加坡的地铁比北京好吧,呵呵...不,是因为新加坡的气氛没北京文化氛围浓!)
四有,我终于明白为什么外地人到北京后埋怨北京话听不懂了。。以前我还想,都是普通话,怎么可能会听不懂呢?!就算是公车售票的也只是连音严重罢了... 但是这几次在伦敦的经验让我明白了外地人在北京的感受,我的妈妈呀,那个口音 + 俏皮话 ( 就如同北京话的“蹶乙巴管儿=水龙头”)!!! ( 不过,我很吃惊的是,我,我, 我,居然现在可以说出英国腔了, 而且可以很连续的成篇地说 .... 而且也突然发现,并不是因为北京话有儿化音,所以发美音就容易; 其实从中文转成英国音才自然,因为基本上说话都不是很张嘴 ....总之我这么觉得)
五有,伦敦绝对不缺乏历史的魅力。虽然这一点比不上巴黎,但是结合着伦敦商业+文化,伦敦的优势又明显突出了!
六,人: 虽然英国人跟美国人一样的假, 有时候拿着那个劲儿也挺累,但是我觉得不怎么关我的事儿...........至少现在这么觉得...
..........7月我还在抱怨总是去那里开会,现在我不会了... 我要每次都去伦敦的china town吃!!! 如果明年老板真的给我那3个选择的话,我决不犹豫的会选择去伦敦!.............. 目前为止,这是除了北京外我最愿意安身的地方!! (至于美国,早已经失去当年的兴趣了,连英文口音我都打算改成英格兰的了! )
2007/7/28 Stella Artois的经典1. " Napaleon didn't invade Belgium for its land"
-- Perfection Has Its Price, Stella Artois
“拿破仑没有因为领土而侵略的比利时。”
-- 完美需要它的代价 ,Stella Artois
2. "But we didn't lose our brewery recipe or principles when Napaleon invaded Belgium ... Just a few customers"
-- Perfection Has Its Price, Stella Artois
“但是在拿破仑侵略比利时的时候,我们没有丢掉酿造配方和原则...只是丢失了一些客户”
--完美需要它的代价 ,Stella Artois
3. "It's not for the people I thought. In fact, it's not even for me; it's for the me I want to be"
-- Perfection Has Its Price, Stella Artois
“它不是为了我印象中的人。事实上,它甚至不是为了我自己...它是为了我想念已久的未来的我”
--完美需要它的代价 ,Stella Artois
4. "That's why Belgium isn't famous for wine"
-- Perfection Has Its Price, Stella Artois
“之所以利时不因红酒而扬名...”
--Stella Artois,完美需要它的代价
5. "It is not what you spend. It's what you get it return...Expensive, until you try it"
-- Perfection Has Its Price, Stella Artois
“不要在于你花了什么,而在于你所得到的回报 ... 昂贵,直到你去尝试”
--完美需要它的代价 ,Stella Artois
2007/7/16 飘了整整一年...看看日历,今天已是7月15号。挺值得纪念的日子...去年的这个时候我应该正兴致勃勃地坐在去巴黎的飞机上...
过去的一年对我来说似乎超级的忙长. 可能一是因为在一年内我在亚欧2大陆飘来飘去的缘故,二来很有可能是在新加坡的日子太郁闷+漫长了...
不过坦诚地说,每个居住过的地方还都有留念的东西:
1. 德国的乡下景色 + 我的好邻居;
2. 新加坡的牛油螃蟹 + 几个坦诚地新加坡朋友(Andrew Ong,Andrew Liew, Yieh Siang, Qiuyan, Doreen, Peter & my beer buddy Jason Eldridge);
再不过,最最想的还是北京!
- 最最最最想的就是我的家人 !不知道从什么时候起到现在,我每天都梦见和家里面的人在一块儿,那感觉无比的温馨!!
- 其次也很想哥们儿姐们儿们 ... 我就不点名了,我想谁你们心里肯定知道!哈哈
- 还有:爷爷做的炸酱面, 奶奶做的馅儿包子 !!!
cao,真tmd是想家了!!!!
收获? ............. ?
职业发展的收获且不说。我觉得这一年的经历让我感受最最强烈的就是 : 趁年轻一定要做自己喜欢的事儿!太多地顾虑后果,您回头就找后悔药儿去吧! .......
倘若我当时因为求稳定而留在北京UPS做管理培训生, 没有去德国的那家小公司做实习,我不可能有机会最后落脚到比利时做 InBev“看家品牌”的全球营销 ....... 我觉得起起落落得生活才有意思,至少对于我这种性格的人来说是这样的....再者,我也总是对自己说,连24还不到,怕什么啊?!
遗憾 !
-离家人太远,没什么机会陪(甚至见)父母和爷爷奶奶,家人团聚也更是不用说..哎;
-我怎么还单身呢?!?!?!?!?!?!?!?!?!?!?!?!?!?! ............................
展望后几年 ?
- 工作上基本上会稳定跟挑战共存。稳定是因为终于不用再考虑换公司的问题了,InBev这庞大的机构足够让我呆几年的...但是挑战也不是没有,这公司人员的内部流动可以用“神速“来形容,基本上每1-2年就会有大的提升/变迁机会,所以这种快节奏也让我歇不下来...
- 生活上: 嗯................得好好想想!
(另外,有谁帮我做媒人吗?呵呵....)
2007/6/21 Jude Law(裘德洛) 和Stella Artois英国的狗崽队也挺厉害的,明星去街边超市买酒都不放过/////
这组照片是某个娱乐杂志在6月12号在伦敦街头拍的, Jude Law捧着2箱Stella Artois从超市出来往他的车里走............
Stella Artois在英国的销量和品牌知名度,哎, 简直太没得说了...
照片如下...........
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........................(真应该请Jude Law和Brad Pitt 一起拍部SA的电影, 看在他们这么忠实Stella的份上)............... 2007/6/16 布拉德-皮特Brad Pitt这样无声无息地给我们做了形象代言。谢谢昂!这几天连续接到好几个国家品牌部打来的电话, 询问2周前新上映的 Ocean's Thirteen (十三罗汉)是不是我们总部赞助的 ..............可惜啊,我们今年把钱都砸给了"金球奖" 和"法国嘎那电影节" ,哪儿有精力理会什么大片阿......
不过,那个Ocean's Thirteen (十三罗汉)的导演和制片也太给我们面子了, 愣是让 Brad Pitt (布拉德-皮特)和George Clooney(乔治-克鲁尼) 拿着我们的Stella Artois啤酒聊天聊了几分钟,就连牌子的logo都清清楚楚..(经刚才的亲自考证,只有几分钟而已,根本没有他们说得那么长拉)!!! ...//////哎,可能导演和制片是受共产主义教育长大的,缺少商业足够的敏感度,呵呵....这种事情真是百年不遇, 我们一分钱不用花,反而有人替我们投资做宣传 ... (不过话又说回来了,要是拿起他的啤酒拍摄,也真配不上他们俩在戏里、外的身份...算他们有眼... 再不过,实事求是地说,Stella Artois在美国和加拿大都是超级的高端啤酒品牌,而那部片子所呈现的全是各类产品中的高端品牌, 所以,我们实际上还是互占便宜的:)
出于人道主义关怀,还是要谢谢Brad Pitt............呵呵.....
........
(虽然这酒已经存在了600多年,也是全球第5大啤酒品牌,但还没在中国大陆登陆,可惜时机还不成熟...也可能这牌子在比利时以外都太“嗷嗷”贵了,很多国家定价都是一小瓶330毫升卖10美元左右,即便是超市价格也要3美元左右----这个不是暴利阿,这啤酒的原料本来就很稀少+昂贵)
2007/5/31 5月2件刻骨铭心的事情...好久都没来料理空间了,实在是没什么时间,下了班就忙party,周末又忙出游... 不过今天看了看日历,惊了,还有3天就2个月了, 太快了............
时间有限,简单倒叙下2件刻骨铭心的事情吧:
5月27,28 -- 又一次阿姆斯特丹
这次虽然和朋友一起去的,但是没去吃space-cake,因为大家都把目标转向了Red Light District.... 哈哈...... 那里实在是太过瘾了!太多好玩的事儿了:
1. 很多2等的Live Show 剧院的“销售”不仅仅会说简单的中文,而且“精通”中国的腐败文化。这些荷兰人见到亚洲模样的游客走过就会说出让你回味无穷的话: “来吧,来吧... ... 可以开发票!!!!!!!!!!!!!” ..... 我听后都要不行了...那可是阿姆斯特丹啊,不是新加坡、曼谷!!! .........我都不敢想象到底有多少中国的政府官员、国企领导在这里消费过.....
2.唯一一家好的Sex Live Show 剧院:门票30欧,门外的队总是会有100米........可能很多人只是知道脱衣服表演,没什么人敢相信现场的sex live show....但是,这样的表演确确实实存在于阿姆斯特丹、纽约、拉斯韦加斯 ! 我看的那场总共有3对couple, 第一对是黑人;第二对是一黑一白;第三对是白人.........这样的表演不等同于porn ! 里面的喜剧色彩还是蛮浓的, 也掺杂一些肢体艺术气息.....太难望了!!!
5月25日,全球CEO和其他高层搬到了我们楼层,我是说,我的旁边
以前我还以为我们公司只有CEO有单独的办公室,直到上周我才了解,总部的所有的人全部没有单独的办公室....
周四开始挪动我们楼层的桌子,为CEO和他的EB团队让地方,因为他们想坐到营销和市场团队的周围.....可是,谁承想,到最后的最后,我那个倒霉的桌子被摆到了CEO和EB大桌子的旁边。。。。。。。。。。。把我这个愁的!~ ~~~无语了我.............不过还好总裁基本上都不在办公室,座位空如虚设...哈哈
Note :底下附载的是阿姆斯特丹红灯区的照片...第一个就是鼎鼎有名的sex live show剧院, 就是不能开发票的那个:) 哈哈
2007/4/9 一周综述...1. 由于专机签证的问题,上周4没能走,在新加坡又多呆了几天... 所以,4月2日才到比利时...
2. 鲁汶这个小城市比我想象的要丑,本以为会和不来梅一样的美+干净,可惜没想到这个历史名城居然如此一般...
3. 3号上班,签合同...庆幸的是45%的工资税种包含了养老金和医疗保险...
4. 公司的环境,正如我上篇所讲,很让我觉得舒服....现在不仅有一帮幽默到极点的同事和老板,还有随时免费的啤酒、饮料+健身房+浴室.............这样的工作环境,能有人不喜欢吗?
5.工作的内容: 老板跟我进一步澄清了工作内容,除了要协调一个长达7个月全球的营销项目外,我会主要被融进英国和爱尔兰的营销项目中,所以,要频繁奔波于几个城市间...,...对我来讲,兴奋是肯定,但是要学的东西实在太多了!!! 没想到在营销和品牌运作方面,自己的知识欠缺那么多..应该说,我在这方面的知识储备,对于作一个品牌的全球营销来说,几乎为0, 更别提经验了................................所以,现在很是希望1天有27个小时阿...
6.Party:
(1) 终于摆脱了一瓶啤酒6欧元的新加坡的夜生活! 鲁汶的历史和我效力的Stella Artois啤酒共度了700多年的历史,所以,啤酒的价钱就像可乐一样的便宜--2.2-3.2欧元........爽阿.....当然啦,我的最爱还是“伏特加+红牛“ ----没有比这个更完美的搭配了......
(2) 周六和朋友出去玩,2段史来最经典的对话发生在了一个从加拿大来得“活宝”身上 (照片在下):
--对话1: 加拿大 “活宝” & 未知比利时女孩
比利时女孩 : do you speak English?
加拿大 “活宝”:Yea I do, I'm from Canada.
比利时女孩 : So are you a virgin ?
加拿大 “活宝”---无言以对,瞪眼傻看了半天,离去//
--对话1: 加拿大 “活宝” & club保安
Club保安: You guys can come in, but he(the 加拿大 “活宝” ) cannot.
加拿大 “活宝”---无言以对,瞪眼傻看保安
大家: why ?
Club保安: Because he looks so fucked up...(也难怪,他一直穿着Fcuk牌子的衣服。。。)
加拿大 “活宝”------ 无言以对,瞪眼傻看了半天,离去
大家: 整晚互相重复上述2各对话n次......... 2007/3/18 Retaining Your Chinese Talent (保留住你的中国员工)公司让我离职前写篇关于中国的文章,于是,我就借题扩展了一下去年8月份为一家德国公司做的关于“留职率”得调查报告,一不小心写了1500字...费了这么大劲,不放到自己的空间里太可惜了,所以,还是传上来.....如果今后有谁到国外工作,想了解如果在中国保住人才的政策,希望这篇拙见能起到抛砖引玉的作用。。(这是我大学班主任--平姐教的写论文客道话,终于用上了,哈哈)
不过,说实话,我这篇文章也算是对我们公司没能留住我这个中国人的一个讽刺吧(当然不是说我是什么人才啦,只是作为一个中国人而已)....赫赫......北京有句比较自傲的口头禅:跟我玩儿,您嫩了点儿!!! 这里我想说,“跟中国人玩儿,丫欧美人嫩了点儿”
Before leaving my current German comany in Singapore, the management asked me to write something about China...I came up with the idea of talking about retention strategies in China. ..... Hopefully it would be helpful to better understand Chinese employees' general expectation towards their employers and some confusing yet operational suggestions on retention strategy in China
References : China CEO
Retaining Your Chinese Talent By LIU, Shuo
18th March 2007 Human resources issues have been pervasive problems for most Europe based companies in China. Among the HR problems, the most prevalent one is nothing more severe than RETENTION. Those who have worked in China would have unanimous agreement that there is an incredibly capable workforce in mainland China. However, at the same time, it has been always a curious topic to discuss and figure out why do Chinese white-collar frequently change their jobs and what possible strategies companies could use to prevent such tremendous loss. A Different World The most common scenario is that Chinese white-collars stay two or three years with prestigious MNCs to add the name of those well-respected company to their CV, then look for a “better-packaging” jobs. Some 40% annually turnover rate in mainland China confused European headquarters. They have never predicted that the new growing China is even different from other Chinese territories--Hong Kong and Taiwan. China is not a country but a different world. Employees' Loyalty Is No Better than the Extremely Low Consumers' Loyalty Generically speaking, it is likely that Chinese people’s extremely low consuming loyalty could, in some way, indicate their loyalty towards foreign employers. It is particularly true that in consuming product industry, whenever there is new trend/design/product/ in every named market, Chinese people would simply like to compete to be the first triers. Explanations to “Product Loyalty” seem to have never appeared in their philosophy bible. Plus, demonstrating the capability of affording the trendy would be an incomparably satisfaction to fulfill most of Chinese people’s amour-propre. The similar mentality would better explain the reasons they change their jobs. As long as those changes could bring them additional benefits to allow them to feel proud of, either financial attraction or spiritual appeal will work. They may move from a Fortune 500 company to a Fortune 100 one; from a supervisor position in company X to a project manager position in the same sized company Y; or, simply from a 550 Euros/month payment job to a 600 Euros/month one. However, what is surprisingly scaring, those better offers may simple be the fundamental motivation. For lots more cases, Chinese people may change jobs: § when they lost promotion opportunities; § when they cannot foresee a PERFECT future career development; § when they feel bored of the same work after a while;
§ when the company is stuck in crises; § when they feel insecure caused of one-year contract system.
It happens in all possible ways. Nowadays, Chinese people always dissatisfied with their current situation and never slow down the speed to seek better opportunities. They are not only seeking for financial success, but also for social status fulfillment. Thus, the so-called quick solution--high salary/bonus, is definitely not enough to settle down Chinese talents.
Retaining Chinese Talent -- International HR Principles Combined with Local-Appealing Strategic Retention System
Although brand-new could be a coverall word to describe China, the existing international standard HR principles in hiring, training, and promoting is still a key advantage to start an effective retention system. Yet facing the culture fact that Chinese talent have : 1) high expectation/ambition in career development; 2) hunger for learning and self-capacity building; sensitivity of ‘lose face’; 3) desires of social status; 4) importance of employer-employee “Guanxi (means and emotional connection and personal relationship)” , a localized strategic retention system would be necessarily important to decrease the turnover rate.
Localized Strategy 1: Recruit Younger Talent
In China, a depressing challenge is that most of professionals aged 40-plus are lack of English-language ability, which forces foreign employers shift their focus onto hiring younger generations of 20-30 into higher positions than is the corporate standard elsewhere in the world. Nevertheless, it is not always negative thing in China to have younger crowd in the organization, as they are much more eager and have energy to learn; plus their wants to show-off will never let their expatriate executives down.
Localized Strategy 2: More Hands-on & Career Development Trainings (Especially Overseas Trainings)
Hands-on training is the initial debut to make your young, aggressive Chinese feel comfortable and confident with staying in your organization, since most of them are junior and lack of professional experience than seniors. Additionally, the word “delegation” in China has double meanings—“what to do” and “how to do it”; Chinese young professionals without international experience are so much used to the style of being told of both big pictures and detailed instructions.
As mentioned before, Chinese employees are incredibly hungry for learning and development, and they place a higher value on company sponsored training than anywhere else in the world. Thus, one of the most effective solutions to stop turnover is to constantly and systematically offer professional trainings, especially overseas trainings, since Europe based companies definitely enjoy a distinct advantage to offer opportunities for international professional exposure.
Confucius’s philosophy of “to always reciprocate bestowed benefaction (‘zhi en tu bao’ in Chinese)” has been continuously demonstrated as a unchangeable cultural behavior by Chinese people for thousands of years. When they feel the company is taking seriously about their growth and career development in the company, they will naturally become loyal.
Localized Strategy 3: Advancing Their Career in a Faster Pace A primary reason for frequent job-hopping in China is that those demanding young professionals think their career is advancing slowly in the previous company. They expect to be trained and developed. It is the very reason for them to look for opportunities in foreign companies, which also have a reputation for promoting personnel faster than do Chinese ones. However, as long as they found out their new foreign employers could not help them grow, they would soon step their feet out and search for new employers.
If managing their expectation down to a realistic level is the primarily task, creating practically challenging platform to develop their potential should be followed right afterwards. It is the fast economic growth in the past two decades that shaped Chinese young generation a mentality of “thinking big and doing things big”. It should not be a surprise to acknowledge that those 20-30 aged inexperienced professionals are so much/only interested in doing big projects. No doubt it is not happening all the time in any organizations at all sizes. However, as long as such opportunity is created, please do not let it be an “expatriates only” project and be confident to delegate it to your Chinese employees. They are capable enough to have it done wonderfully well.
Localized Strategy 4: Handling “Guanxi (connection,relationship)” With and Among Your Staff
Whoever does business in China would rank “Guanxi” to be the No.1 theory to learn. Yet it may take years to understand how to handle “Guanxi” well with all stakeholders. It would be an incredible threat to the turnover rate by simply ignoring the Guanxi with your Chinese staff and among them.
Chinese people’s understanding of their workplace definitely differentiates from Europeans. They see it more like the “Guanxi” with a temporary family. They expect to receive similar emotional connection from their employer as they devoted before by voluntarily overtime hard-working and nearly 100% dedication. But remember, their definition of “employer” is more referring to their direct superiors. Not like Europeans or Americans, who stays with the job because they like the company culture or the job assignment. Besides the same factor as Europeans and Americans, the additionally vital reason or motivation to keep a Chinese working hard and staying long in a company has a lot to do with personal relationship with their superiors. That is why in many a case you would see the whole team or department will leave the company together with their Chinese team leaders. Therefore, to avoid the connection vacuum and balance influences of junior Chinese management, the expatriate senior management should contribute more emotional investment to both your junior Chinese management and ground level talented employees.
In China, it is a culturally acceptable manner to measure themselves in comparison with others, which is a confusing ‘Guanxi’ among your Chinese employees. If you are the HR responsible and plan to promote some star employee, watch out others around him/her. When someone is promoted in a team, while other key players who entered the company at the same time and made a close contribution as he/she did, you will most probably lose some of them. They have no patience to wait for your systematic promotion plan. They would see it as loss of face for not being promoted, which represents certain social status that Chinese people seek for besides money. Thus, to handle this “Guanxi” diplomatically, you should once promote, do it simultaneously. It does not necessarily mean that HR must create new position and restructure the organization. However, considering your standardized organizational structure, it can be done by giving new job titles in upgraded Chinese while remaining English titles the same, which will effectively fulfill their expectation on catching up with others and the so-called social status. 2007/3/9 递交了辞职信...心有愧疚,但是,也就这样吧没办法....比利时那里不容我多耽搁一天,让我签证下来后必须马上走,所以,我不得不提早辞职,感觉的确很对不住这家公司....因为,我走后,这个办公室就要空一阵子,直到老板回来,或者新的实习生到来.......不过也没有办法,这种情况下,肯定是个人发展为重啊.....
订好了3月29号的机票...说实话,虽然总是抱怨新加坡这不好拿不好,但是,想起要离开的时候,还是有些怀念........不知道将来会不会再受命运的摆弄,在被调到新加坡,按照我未来老板的话说,亚洲任何国家都有可能,根据具体条件而定.......所以,对我来说,印度、韩国、日本都没有中国、香港和新加坡的机会大。。。。而中国目前还没有我工作的Stella Artois这个品牌.........不过这事儿还早着呢..... |
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