Selling to the Public Sector

Selling to the Chinese Public Sector –  Overview
In her presentation, Luka Lu, Managing Partner, Capital Associates in Beijing, gave an overview of the Chinese public sector. She underscored the importance of knowing who in the government is responsible for one’s sector and of staying in close contact with the decision-makers in the relevant governmental authorities. To be updated on the public biddings, she recommended that one becomes a member of the relevant industry association, keeps being informed about new government policies and regulations and monitors public announcements in newspapers.

Selling to the Public Sector in China – The Case of Coloplast A/S in China
In his presentation, Bjørn Christ, Senior Vice President, Coloplast A/S, told the participants how Coloplast handle their sales to the public sector in China. The sale to hospitals happens both through direct sale and through regional tenders. To improve their reputation and increase the chances of direct sales, Coloplast is also working with three different types of indirect sale methods: an education program for doctors and nurses, the establishment of an “Access to health” fund and lobbying.

Selling to the Public Sector in China – The Case of Vestas A/S in China
Troels Beltoft, Senior Project Manager, Vestas Wind Systems A/S, made a presentation that gave an account of the factors one needs to consider to differentiate one’s company from one’s top MNC competitors and be successful in one’s attempt to sell to the public sector in China. The first and most important factor is to be perceived as supporting and contributing to China’s overall development goals and objectives. It is important to realise that China principally sees foreign multinational companies as instruments of its own development.
Secondly, one needs to approach the Chinese public sector with the right attitude – cooperative, humble and constructive.
The third factor is the factor that one might think is the most important: one’s products, one’s history of innovation, one’s corporate culture and values, one’s CEO and country management’s reputation. These are all important factors of corporate reputation, but if the first two factors are not present, the chances of successfully selling to the Chinese public sector will not be great.

Chinese Stimulus Packages and Their Potential Implications for Danish Companies
Thomas Højlund Christensen, Sales & Marketing Director, Trade Council of Denmark, Beijing, China, gave a presentation on the Chinese stimulus packages. Measured in the percentage of GDP, the Chinese packages are the biggest in the world (15 percent). One of the aims of the packages is to raise domestic consumption, especially in the building and construction sector, the energy and environment sector and the healthcare sector. It is therefore in these sectors that Danish companies can benefit most from the stimulus packages.

Our members can access the four presentations from our Knowledge Base (folder “Core Activities” -> “Sales to Governmental Customers in China”).
If you have forgotten your user name and/or password for the Knowledge Base, please send us an e-mail.