shanghai business review january 2009 · 2014-08-15 · shanghai business review january 2009...

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SPONSORED FEATURE

The Ecole hôtelière de Lausanne (EHL) was the first hotel school in the world. It provides university-level training to talented, ambi-tious students aiming for fast-track careers in the hospitality industry. Ecole hôtelière de Lausanne (Switzerland) which was founded in 1893, is the world’s leading educa-tional institution for the international hospitality industry. The train-ing it provides is as relevant today as it was a century ago, and is based on a balance between the arts and the sciences, or between the scientific aspects and the artistic aspects of management. With an enrolment of over 1’700 students from 90 different countries, the School trains future lead-ers, who will be in charge of developing the sector in years to come. Its active and extensive network of 25,000 alumni world-wide includes many of the great names in the world of hotels, and plays an important role in supporting those aiming for an inter-national career. EHL offers three programmes (a Diploma,

A fascinating career in a booming field

a Bachelor and a Master) devised to satisfy the highest standards in hotel management. These courses ensure up-to-date teaching of high level managerial skills, while placing the accent on the strategic dimension of commercial management in the food and

beverage and hotel sectors. Courses in management and strategy are

combined with practical work, projects and the organiza-

tion of events. Constant interaction between EHL and the hospital-ity industry ensures that the academic programmes are al-ways up to date and correspond to current

and future needs. The combination of theory

and practical knowledge permits new graduates to

be operational immediately and therefore provides them with excellent

long-term perspectives for their careers.In addition to hotels as such, the indus-try is vast, varied and dynamic: wellness centres and spas, cruise ships, golf and country clubs, airline catering and confer-ence venues are all closely related to it, and are booming. EHL graduates are typi-cally appointed to positions in marketing,

finance and human resources. The world of hospitality today extends far beyond its traditional field: private banks, hospitals and clinics, humanitarian organizations…must all take into account the wishes of their clients. Indeed, many well-known companies, representing different fields of activity, send their recruiters to the cam-pus of the Ecole hôtelière de Lausanne because they know that today a client orientation - the essence of hospitality - is a vitally important asset.As a source of young talent, EHL also plays host to many events, conferences, and gatherings of different kinds; the School is always happy to make its know-how available to major companies, who appreciate the touch of enthusiasm its stu-dents bring to the service they provide. In their final semester at EHL, students in the Bachelor of Science degree programme are responsible for conducting a real life-consulting project called the Student Business Projects.

For further information, please contact:Ecole hôtelière de Lausanne, Le Chalet-à-Gobet, 1000 Lausanne 25Tél: 021 785 11 11 E-mail: [email protected] hôtelière de Lausanne www.ehl.edu

28 SHANGHAI BUSINESS REVIEW JANUARY 2009 www.sbr.net.cn


COUNTRY FOCUS SWITZERLAND

S

Upbeat Swiss on a RollAt a time when businesses around the globe are contracting, many Swiss firms operating in China are pushing ahead with expansion plans.

By Sheila Wong

WISS COMPANIES OPERATING in China are showing continued confidence in the region despite a global economic slowdown that has

affected production and trade in this export-driven economy. “According to the contacts we’ve had with Swiss companies, they remain positive and confident,” said William Frei, consul general of Switzerland in Shanghai. “Companies are committed to the Chinese market, and China remains a favourite des-tination for Swiss investment.”

There are several examples of this commit-ment, including recently announced plans from Swiss food giant Nestlé to build its sec-ond research centre in China, in Beijing, for Rmb70m. The company is also planning to expand milk production in factories in Inner Mongolia and Qingdao this year.

Agricultural business company, Syngenta, is equally committed, opening the first phase of its new biotech research centre in Beijing in October. The main facilities are due for completion in 2010. The investment for the first five years is expected to reach USD65m. Kaba Holding, the largest Swiss maker of locks and security doors, last month announced plans to boost produc-tion of its digital cylinder locks in China following the acquisition of the final 20 per cent share of its local partner Wah Yuet Group.

Swiss involvement in the Beijing Olympics last year also highlighted the strong business ties between the two countries. Swiss archi-tects Jacques Herzog and Pierre de Meuron were behind the design of China’s iconic National Stadium, also known as the Bird’s Nest. Chemical company Ciba provided the colour for the stadium’s plastic seats. And Schindler provided over 200 elevator and escalator systems to various venues in Beijing, including the stadium, subway and the Olympic Park.

Investment interest is starting to be recip-rocated. In November, the Bank of China

(BOC) became the first Chinese bank to receive regulatory approval to offer banking services to clients in Switzerland. BOC said it plans to open two subsidiaries in Geneva, one for private banking and another for institutional wealth management. According to Switzerland Trade & Investment Promotion, the country’s official direct-investment organisation, Alibaba and Huawei are among the Chinese pioneers making their way to Switzerland.

Trade and Investment The Yangtze River Delta (YRD) region accounts for a significant proportion of

Switzerland in BriefPopulation: 7.58 million

Labour force: 3.95 million

GDP: USD303.2bn

GDP growth: 3.1% (2007)

GDP per capita: USD40,100 (2007)

GDP by sector: 1.5% agriculture34% industry64.5% services

Exports: USD200.1bn

Export commodities: machinery, chemicals, metals, watches, agricultural products

Export partners: Germany (22%), Italy (8.4%), France (8.4%), Austria (4.5%)

Imports: USD187.1bn

Import commodities: machinery, chemicals, vehicles, metals, agricultural products, textiles

Import partners: Germany (27.7%), Italy (10.2%), US (9.4%), France (7.9%), UK (4.3%), Belgium (4.2%)

Stock of FDI at home: USD306.4bn

Stock of FDI abroad: USD605.6bn

Source: CIA Factbook 2008

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Switzerland’s bilateral trade with China: 42 per cent, according to Chinese statistics. Swit-zerland is in the enviable position of having a substantial trade surplus with China, which reached USD1.6bn in the first six months of 2008, up from USD900m in the same period in 2007. Of this, 56 per cent was conducted from Shanghai.

About 50 per cent of all Swiss investment in China also takes place in the YRD area. It amounts to 519 projects with an accu-mulated investment value of USD2.8bn. Of the 31 new projects launched in the first half of 2008, 21 are based in Shanghai, nine in Jiangsu province and one in Zhejiang province.

Research & DevelopmentA number of Swiss companies have not only established R&D centres in China, but are also promoting new products and services specifically for the Chinese market. ABB, a leader in power and automation technologies, hosted a three-day event in Beijing in November to showcase cutting-edge products, systems and solutions. The aim was to engage customers with seminars and workshops to share and discuss future trends. ABB invested USD1.2bn globally in 2007.

Syngenta invests an average of USD800m a year on R&D around the world. It is one of China’s largest foreign investors in the sec-tor with about USD200m invested in its four

William Frei, Consul General of Switzerland in Shanghai Talks Shop. Q: How are trade relations progressing between Switzerland and China? There have been many positive developments in trade over the past year. China is Switzerland’s second largest trading partner in Asia [after Japan] and according to statistics, in the first six months of 2008, we had a trade surplus of USD1.6bn; almost double the previous year.

I would say there’s some differ-ence in our exports to Shanghai compared to those in Jiangsu and Zhejiang provinces. In Shanghai, it’s mostly watches, chemicals and pharmaceuti-cals, and in the two provinces it’s textile machinery, machine tools and the kind of goods that tend to improve productivity.

Q: Switzerland is well known for its clean air and advances in environmental protection. Are there any significant new projects or joint ventures in China? Let me first confirm that Switzerland is strong in this business. In Switzerland, 57 per cent of the country’s electricity needs are pro-duced by hydro-power, half of Switzerland’s domestic waste is recycled and the per capita consumption of organic products is the high-est in the world. We’re also devoting a lot of resources into finding ways to harness solar energy. This year a Swiss solar-powered taxi, which has travelled around the world, stopped in Shanghai. Last month Swiss scientist-adventurer Bertrand Piccard came here to present a project about flying around the world in a solar airplane. Now, we’re de-veloping a ship using solar energy that can sail for 7,000 sea miles.

Today we have around 15 environmental projects in China. There are several Swiss companies that are active in bringing their know-how and technology here. For instance, we’re in discussions with an important city in the Yangtze River Delta about introducing special technology for waste water management.

Q: The service sector is another area of growth. Can you explain Switzerland’s strength in this field? Services are the number-one pillar of our economy. Of course we have the financial services sector, insurance and banks. Banks

are in turmoil, but I would say that through the difficulties and mistakes, they are learning important lessons. I think we’ll see Swiss banking services in China more and more.

Furthermore, co-operation between Shanghai and Swiss financial centres will continue to develop. A month ago, a high-level delegation from Shanghai visited Switzerland on a fact-finding mission as the city seeks to develop as a world financial centre.

In architecture, too, the Swiss have centuries of tradition. We had excellent architects in Rome during the Renaissance, and later in Russia, and now we have architects coming to China. They see here the opportunities for architec-ture not only for new design and creativity, but also because of the need to implement state-of-the-art sustainable construction. Switzerland has long been one of the most popular destinations for Chinese tourists. Year-round travellers and sports enthusiasts enjoy the breathtaking landscape and excel-lent facilities, as well as top-level logistic service. Swiss hospitality is another area of excellence. Over many centuries we have de-veloped know-how and professional services in hospitality, hotels and restaurants. We have many students attending professional schools in Switzerland, and we also have some joint ventures with hospitality training institutions in Shanghai.

Another example is in the area of research. There are more and more companies opening research centres here. Many Swiss engineers and researchers come to work together with their Chinese colleagues.

‘Services are the number-one pillar of our economy.’


Chinese visitors adore Swiss chocolate.


WOFEs, one JV and representative offices across the country.

Swiss pharmaceutical companies are al-ready strengthening their R&D in China, particularly as some estimates suggest that China will be one of the world’s top five pharmaceutical markets by 2010. Novartis already has an R&D centre with 400 scientists and made an initial investment of USD100m for a site that launched in Shanghai in 2007. The company is investigating the use of tra-ditional Chinese medicine in new products. Lonza, meanwhile, has an R&D centre in Guangzhou that is focused on developing ac-tive substances and intermediates for custom chemical manufacturing.

Services StrengthSwitzerland’s financial sector is the single most important part of the Swiss economy. It represents about 12 per cent of the country’s GDP, employs five per cent of

Swissnex in ChinaSwissnex Shanghai opened in August last year, adding to a global network of science and technology outposts oper-ated by the Swiss State Secretariat for Education and Research (SER) with as-sistance from the Federal Department of Foreign Affairs. “Why was China selected?” asked Flavia Schlegel, executive director of Swissnex Shanghai. “China has a lot of potential in two respects, one is in education. There are a lot of universities in China. The second is in the market. There is excel-lent collaboration among the different universities,” she said.Schlegel notes that authori t ies on both sides have committed CHF8.8m

(Rmb54m) each until 2011 to finance research projects between Chinese and Swiss institutes. Swissnex has received 170 proposals and is narrowing the field to between 20 to 25 projects. Swissnex also acts as a networking and introductory forum for research organi-sations and businesses. “There’s a need to connect the two sides,” said Schlegel. “Swissnex is the third point of the triangle between private business and institu-tions.” Additionally, a long-term goal is to expand the pool of Chinese people who have studied and worked in Switzerland, and Swiss students and researchers who have worked in China. “These people will be better able to work in both worlds.”


the workforce (about 180,000 people) and generates 15 to 18 per cent of annual tax revenues. The banking sector, compris-ing 330 banks (40 per cent of which are foreign-owned), generates 8.5 per cent of the country’s GDP and employs 130,000 people domestically and 80,000 overseas in subsidiaries and branches.

UBS and Credit Suisse are Switzerland’s largest banks. Together they account for over two-thirds of the balance sheets of all banks in the country. Although they have been hit hard by the sub-prime mortgage crisis, with UBS losing over USD48bn and Credit Suisse about USD10bn, Pierre Mirabaud, chairman of the Swiss Bankers Association, says they have reduced their risks and been able to clean up their balance sheets, thanks, in part, to a government bail out.

Swiss Reinsurance, which is now offering disaster risk financing services in China, has teamed up with Beijing Normal University to establish a comprehensive database to assess natural catastrophe risk in China. The Atlas of Natural Disaster Systems in China includes 500 years worth of information on earthquakes, floods, typhoons, snow and hailstorms, and provides a picture of disaster patterns in China.

With its long tradition in the hospitality industry, Switzerland is also home to a num-ber of world-class training institutions that are attracting a growing number of Chinese students. Ecole Hôtelière de Lausanne was the first hotel school in the world when it was founded in 1893, and today it has over 1,700 students from 90 countries working towards a diploma, or bachelor or masters degrees.

Premium Products As luxury brand retailers see a decrease in earnings in markets like Japan, the United States and Europe, many are looking to China for growth. Richemont Group, the umbrella company for brands like Cartier, Jaeger-LeCoultre and Piaget, opened its first lifestyle centre in Shanghai last November, to great fanfare. The Richemont “villas” house Vacheron Constantin Mansion and Alfred Dunhill in a discrete and exclusive retail environment.

Also in November, the Swatch Group, the world’s largest producer of finished watches, including the Omega, Breguet and Blancpain brands, unveiled plans for the Swatch Art Peace Hotel. The hotel, south of Shanghai’s iconic Peace Hotel, will feature an art gallery and a boutique, and is due to be completed in time for the Shanghai World Expo 2010.

Transportation Swiss International Air Lines has revamped its business-class cabins as it seeks to expand services for its Chinese passengers, improving inflight entertainment and menus along the way. The carrier currently has six direct flights from Shanghai to Zurich each week.

International air and ocean freight forwarder and supply chain management services company Panalpina operates 13 WFOEs in Chi-na and employs 1,500 staff across the country. It offers alternatives to traditional shipping, such as transporting cargo by rail to Urumqi, then transferring to cargo flights to Europe, the Middle East, Africa and the CIS, allowing for faster delivery times than sea-air shipment. The China-Europe rail service is a new option that will be offered to clients in February 2009,


A model of the Swiss Pavilion for the World Expo 2010.

One of the most talked about pavilions planned for the 2010 Shanghai World Expo is Switzerland’s. It has a total budget of CHF24m (Rmb140m), with an estimated CHF8m coming from corporate sponsors such as Holcim, Nestlé, Swiss International Airlines and the Swatch Group. According to Manuel Salchli, director & deputy com-missioner general of the Swiss Pavilion, one of the exhibits will explore sustainable solutions for environmental and social issues that arise from the complex urban-rural dichotomy, thereby touching on a sub-theme of the expo.One of the pavillion’s most notable features will be a chairlift that will carry visitors from urban to rural environments. “Visitors will not only be able to experience a natural piece of Switzerland, but they will also see that sustainability always requires an intact, complete cycle,” said Salchli. Another interesting aspect of the pavilion will be a curtain veil composed of natural and man-made materials. “Part of the cur-tain is covered with resin tiles, some with solar cells, sensors and LEDs programmed to interact with different kinds of energy surrounding the curtain,” said Salchli. As an interactive feature, visitors will be able to trigger responses to the curtain with flashlights or wind. The key message, Salchli said, will be that “Switzerland deals with the rural and urban problem on a daily basis, and has thus developed good solutions that have been proven to work and are therefore sustain-able”. Ground breaking is scheduled for this May, and completion of the building and

exhibition space is ex-pected no later

than April 2010.

Swiss EXPO

Syngenta’s Nantong plant.


Although travel from China to Switzerland was expected to rise after Switzerland joined the Schengen visa alliance in December, the positive effect is expected to be muted by a drop in overall travel due to the global down-turn, according to Grace Gao, market representative with Switzerland Tourism Shanghai (STS). “We believe the positive and negative influences should make the overall figures stable.” Chinese travel to Switzerland has been growing at a steady pace since 1998, when Switzerland became the first Eu-ropean country to open a tourist office in China. In 2004, the country won Ap-proved Destination Status from Beijing, allowing tour groups to visit without special permission. After many years promoting Switzerland to Chinese tourists, Gao notes that the events with the biggest impact are not the many travel and trade shows in China, but instead the trips STS organises for members of the media and travel agents in partnership with Swiss International Airlines and various hotels. “We try to take as many people as possible, sometimes 10 or 20 or even 50, depending on the capacity of our partners,” she said. “We also have a detailed Chinese-language website that was launched five years ago.” The biggest attractions are the natural scenery and shopping, Gao added. Swiss watches, pocket knives and chocolates are among the most popular purchases for Chinese visitors.

Tourism Trends

said Robert Timmerman, regional CEO, Pan-alpina Greater China.

New Year, New Projects Looking to the future, many Swiss compa-nies consider China to be an integral part of their global strategies, especially given current difficulties in traditionally strong markets. Oerlikon, a high-tech production company, secured a contract for a turnkey thin-film solar module production. The deal is significant given that Asia is among the world’s most attractive solar markets.

“Asia is an important market for Clari-ant and China is an important market for everybody,” said Kingson Chow, general manager of Clariant (Shanghai), which

has more than 10 entities operating in the country, involved in production, sales and marketing activities, product development and technical and customer services. “Our operations in China are effective and pro-ductive.”

While much attention is given to busi-ness development between Switzerland and China, cultural exchanges are also an important element of the bilateral ties. “We have a very strong and growing coop-eration with cultural entities in Shanghai,” said Consul General Frei. Following the performance of the Zurich Ballet at the Shanghai International Arts Festival in November, many more such exchanges are expected.

Staff gather for the launch of Swiss International Air Lines’ regular direct flights between Shanghai and Zurich.

In early 2008, SwissCham Shanghai launched the first Swiss CEO/Entrepre-neur of the Year Awards, with Walter Eglin of Prime Alloy winning the inaugural title. “The winner had managed to secure 50 per cent of the world’s market in ballpoint pens within five years,” said Christian Guertler, president of SwissCham Shang-hai. “We launched this award to show that the Swiss are very innovative and active in the Shanghai region, and have a proven track record of success in the market.” To qualify for entry to the awards, nomi-nees must be top-level managers, such as

general managers, presidents, CEOs, en-trepreneurs or owners of Swiss-invested companies, or Swiss nationals working for non-Swiss companies. Each year an independent jury is elected by SwissCham Shanghai’s board of directors. Last year’s panel included Consul General of Switzer-land William Frei, Walter Hungerbühler, partner of Egon Zehnder International, William Keller from Keller Consulting, and Christian Guetler, president of SwissCham Shanghai. The winner for 2009 will be an-nounced at SwissCham’s Chinese New Year Gala dinner this month.

SwissCham – Rewarding Excellence

Mountain views are a major draw.


瑞士简述总人口： 758万劳动力人口： 395万国内生产总值： 3,032亿美元国内生产总值增长率： 3.1%(2007年度)人均国内生产总值： 40,100美元(2007年度)国内生产总值按行业划分： 1.5%来自农业 34%来自工业 64.5%来自服务业出口额： 2,001亿美元出口商品：机械产品、化工产品、金属、手表、农业产品出口国：德国(22%)、意大利(8.4%)、法国(8.4%)、奥地利(4.5%)进口额： 1,871亿美元进口商品：机械产品、化工产品、汽车、金属、农业产品、纺织产品进口国：德国(27.7%)、意大利(10.2%)、美国(9.4%)、法国(7.9%)、英国(4.3%)、比利时(4.2%)外国对瑞士直接投资存量： 3,064亿美元瑞士对外直接投资存量： 6,056亿美元资料来源：《美国中央情报局2008年世界各国概况》

全球经济放缓的局势下，以出口

为主要经济驱动力的中国也在生

产和贸易方面受到不利的影响，

但是在华瑞士企业对于在中国的

发展却继续抱乐观态度。瑞士驻上海领事馆

总领事William Frei透露：“经过接触，我们

了解到瑞士企业依然持积极乐观态度。他们

开发中国市场的决心不变，中国依然是瑞士

投资者的理想选择。”

事实也证明了瑞士企业的这种决心：食品巨

头雀巢公司近期宣布，将在北京建造第二个

研发中心，项目耗资7000万人民币，并计

划于年内扩建其在内蒙古和青岛的奶制品生

产基地；农产品集团先正达也显示出了同等

的决心——位于北京的生物技术研究中心一

期工程于10月开工，主体建筑将于2010年竣工，前五年的投资额将达到6500万美

元；瑞士最大的锁具及防盗门生产商Kaba Holding在收购了中方合作商——华粤集团

最后20%的股份后，于上月宣布了提高数码

锁芯产量的计划。

瑞士企业在去年北京奥运会的筹备工作中的

角色也再次证明了两国紧密的商业联系：

瑞士建筑师Jacques Herzog及和Pierre de Meuron参与了标志性的中国国家体育馆“鸟巢”的设计；体育馆内的塑料座椅的色彩来

自汽巴化工；200多套迅达升降电梯和自动

扶梯系统分布在北京的不同地点：国家体育

馆、地铁、奥林匹克公园等。

瑞士企业的对华投资也得到了中国企业的回

应。去年11月，中国银行成为中国首家被许

可向瑞士境内客户提供服务的银行。中国银

行表示，他们计划在日内瓦设立两家分支机

构，一家经营个人银行业务，一家进行机构

理财业务；瑞士官方直接投资管理机构瑞士

经济促进署透露，阿里巴巴和华为将成为首

批入驻瑞士的中国企业。

贸易与投资

根据中国的统计数据，长江三角洲地区在

瑞士企业看好在华发展在全球经济紧缩的环境下，在中国开展业务的众多瑞士企业却正积极推进各自的扩展计划。

记者 / 黄素萍

中瑞双边贸易中占据了高达��的��。��的��。的��。而��年上�年，瑞士也�得了�人��年上�年，瑞士也�得了�人��年上�年，瑞士也�得了�人��的��美元的对华贸易��其中��来��美元的对华贸易��其中��来�美元的对华贸易��其中��来��来来自于上海），�去年同期的��美元�了��美元�了�美元�了显著的提高。

瑞士在华投资中的大约��来自长江三角��来自长江三角来自长江三角洲地区，��个项目�计投资额达到��个项目�计投资额达到��个项目�计投资额达到��美元。在��年上�年的��个�投资项��年上�年的��个�投资项年上�年的��个�投资项��个�投资项个�投资项目中，��个项目位于上海，�个位于江��个项目位于上海，�个位于江�个项目位于上海，�个位于江��个位于江�个位于江�省，�个在�江省。�个在�江省。个在�江省。

研发是重点

不少瑞士公司不仅在中国兴建研发中心，更全力推广专为中国市场打造的�产品和服务。作为能源与自动化系统的领头羊，ABB公司于去年��月在北京��了为期三公司于去年��月在北京��了为期三��月在北京��了为期三月在北京��了为期三天的研讨会等活动，展示了该公司的尖端产品，系统和解决方案，以鼓励顾客们分享和探讨行业未来的发展趋势。该公司��7年的全球投资额达到��美元。年的全球投资额达到��美元。��美元。�美元。

先正达在全球一年的研发经费达到��美��美�美元。它是中国在农业科技行业最大的外国投资商之一，在中国境内设�四家全资公司，

一家合资公司，以及分布各地的�事处。

�预测显示，��年中国将成为��年中国将成为��年中国将成为��前五位的药品消费市场，瑞士的制药公司更是早已开始扩展在中国的研发力量。诺华制药已�一个配备了��科�家的研��科�家的研�科�家的研发中心，��7年�在上海��投资��美��7年�在上海��投资��美年�在上海��投资��美��美�美元建造�的研发中心。诺华目前正在研发含中药成分的�型药品。龙沙集团在广州的研发中心专注于定制化�品生产中活性成分和介质的开发。

服务优势

瑞士的金融业是瑞士经济中最支柱的产业，占到瑞士��的��。该国��的��的��。该国��的�的��。该国��的��。该国��的��。该国��的��的�的�动力�大约��万人）�事该行业，全年��万人）�事该行业，全年�万人）�事该行业，全年�收占总�收的��到��。银行业��家��到��。银行业��家到��。银行业��家��。银行业��家。银行业��家��家家银行组成��是国外银行），占瑞士全��是国外银行），占瑞士全是国外银行），占瑞士全国��的��。境内�业人�达��万，境��的��。境内�业人�达��万，境的��。境内�业人�达��万，境��。境内�业人�达��万，境。境内�业人�达��万，境��万，境万，境外的分支机构中达�万人次。�万人次。万人次。

瑞士联合银行和瑞士信贷银行是瑞士最大的

两家银行。两家银行占瑞士所�银行总资产

负债表的三分之二以上�重。虽然遭受了次

贷危机的重创�其中联合银行损失480�美

在

国家聚焦瑞士


瑞士的公正独立形象一直给中国人留下深刻的印

象，作为全球最大的第三方检测公司之一，S�S这

家总部位于瑞士的企业，在��年的发展过程中一

直都扮演着这样一个公正、严谨的形象，以其核心

的检验、鉴定、测试和认证服务，帮助全球客户提

高质量，降低风险，提高生产力。��7年，S�S集

团全球销售收入为��7�瑞士法郎，增长��。

��年，当S�S成为首批进入中国的外资检测认

证机构时，在中国还没人知道什么叫第三方检

测认证。上海是S�S在中国的业务中心，设�纺

织、轻工、玩具、食品、石化、工业等多个实

验室。S�S在杭州、广州、深圳、北京、天津、

成都等地拥��多个分支机构，实验室数量超

过��间，�工人数达��多人，是中国境内首

家�得中国合格评定国家认可委�会(CNAS)

ISO�7��认可的第三方合资检验机构，其专业

的检测认证服务涉及�天然材料、矿产、农产

到消费品、工业品、汽车和能源等众多行业，

始终保持着每年��的营业增长速度。

“ 我们在个人、组织和政府间传递信

任，”S�S-CSTC通标标准技术服务�限公司总

裁戚观成先生这样解释S�S在贸易中扮演的角

色，“S�S起到了增强明确性和减少风险的作

用，我们的最终目的是增加各方间的信任，使

政府、企业及个人间成功实现贸易往来。”

对各类贸易法规法�的深入了解和前瞻剖

析、出色的实验室能力，以及大量专业的检

测人才，�S�S始终能保持其在检测认证领域

的核心竞争力。在中国，�S�S颁发的ISO认

证证书就高达��，��多张；S�S研发的针对

欧盟RoHS法规的测试服务，在中国占领超过

7��的市场份额；S�S出具的检测报告则为大

量的“中国制造”产品提供了走出国门的通行

证，帮助数以千计的中国企业取得国际买家的

信任。

��7年，在玩具召回风波中，S�S帮助众多中

国玩具出口企业分析召回案�的原�，并为其

制定应对方案，合力将优质合规的产品送入市

场，将召回事件带来的损失降到最低，更为中

国产品和中国制造注入公信力。

在“三聚氰胺”奶粉事件中，S�S位于上海、天

津和广州的食品实验室因其出色的检测能力成

为首批�得国家认可的检测“三聚氰胺”的机

构之一。S�S还与上海市徐汇区政府共同设立了

快速应对食品安全危机和公共检测服务平台，

可为上海及华东地区提供准确、快速的食品检

测服务。

近年来，S�S不断加大在能源、生命科�等

可持续发展领域的投入，积极开发节能减

�、环保、汽车等服务，帮助中国企业以可

持续的方式实现经济发展。“我们将把‘财

务成功’导向的战略，改变为‘以可持续

发展’为导向的战略，尊重环境和自然资

源，”戚观成表示，“我们将不遗余力地投

资于专业检测人才的培养，继续增加在培训

和人力发展方面的投资。赢得人才，就是赢

得市场”

在个人、组织和政府间传递信任 -全球第三方检测认证巨头SGS的致胜之道

SPONSORED FEATURE

Switzerland is a country world renowned for quality and integrity and it’s also where the headquarter of SGS, the world’s lead-ing inspection, verification, testing and certification company is located. In 2007, SGS Group's global sales revenue reached CHF4.37bn (USD4.06bn), a 14.4 per cent increase from 2006. Founded in 1878, now with over 53,000 employees, SGS operates a network of over 1,000 offices and labora-tories around the world.

Back in 1991, when third-party testing and certification was still a relatively unknown to the Chinese people, SGS entered the China market, focusing on textile, hardgoods, toys, foodstuff, petrochemical and industrial sectors. Nowadays, SGS has more than 40 branch offices located in cities including Shanghai, Beijing, Guangzhou, Shenzhen, Tianjin and Chengdu, with 50 laboratories and 6,000 staff in mainland China. SGS is recognised under ISO17020 of the China National Accreditation Service for Confor-

mity Assessment. SGS' inspection, verifica-tion, testing and certification services cover a wide range of business sectors from raw materials, minerals, agricultural products to consumer goods, industrial products, auto-mobiles, energy, and so on. The company enjoys a healthy 30% of yearly turnover increase.

“We deliver trust among individuals, organisations and governments,” said Helmut Chik, COO of SGS-CSTC, when asked about the role SGS plays in business practice. “SGS plays an important part in enhancing clarity and reducing risks. Our goal is to facilitate trade by increasing the mutual trust among individuals, organisa-tions and governments.”

SGS possesses an in-depth knowledge on the latest legislative and regula-tory development, with its talented and professional inspection and testing teams enabling it to preserve a core competitive edge in inspection, verification, testing and

certification sector. SGS’ report is a great facilitator for domestic Chinese enterprises to gain international buyers’ confidence in their products.

In the toy recall crisis in 2007, SGS assisted many China toy manufacturers in guaran-teeing the quality of the goods they shipped overseas, helping to improve the creditability of Chinese products and the “Made in China” brand. In the recent contaminated milk pow-der crisis, SGS food laboratory in Shanghai, Tianjin and Guangzhou were among the first batch of melamine detecting institutions autho-rised by the Chinese Government.

SGS is steadily increasing its investment in sustainable solution projects, for example energy saving, environmental protection and emission reduction services in order to help Chinese enterprises to achieve greater sustainable development. “We are commit-ted to switching our strategy from “financial success” oriented to “sustainable develop-ment” oriented,” according to Helmut Chik.


SGS: Delivering Trust -TheWorld’sLeadingInspection,Verification,Testingand CertificationCompany

�0 SHANGHAI BUSINESS REVIEW JANUARY 2009 www.sbr.net.cn

元以上，信贷银行损失100�美元��），

但是瑞士银行协会会长Pierre Mirabaud表示，�于政府救援起到了一定的作用，两家

银行的风险已经降低，账面也已平衡。

瑞士再保险公司在为中国提供灾害保险业务的基础上，与北京师范大�合作建立了一个全面测算中国自然灾害风险的数据库。这套中国境内自然灾害系统地图集包含了�关地震、洪水、台风、雪灾、冰雹等灾害的��多年的经验数据，提供了中��多年的经验数据，提供了中多年的经验数据，提供了中国境内灾害特性的全局图。

瑞士的酒店管理业源远流长，云集了诸多��顶尖的酒店管理培训机构，吸引着越来越多的中国�生。洛桑酒店管理�院是��上第一家酒店管理�校，建于��年。��，来自��个国家的�7��多位年。��，来自��个国家的�7��多位��个国家的�7��多位个国家的�7��多位�7��多位多位�生在那里攻读�士、硕士或专业文凭。

奢侈品

随着日本、美国和欧洲地区的奢侈品销量走

低，许多零售商开始把目光瞄准中国。旗下

拥�诸�卡地亚、积家、�亚乔等奢侈品牌

的厉峰集团于去年11月在上海开设了首家时

尚生活方式中心，大�成功。“别墅”内的江

诗丹顿之家及登喜路品牌为顾客们呈现了独

立而�独特的零售环境。

同样在��月，��最大的�表集团��月，��最大的�表集团��月，��最大的�表集团��旗下品牌包括欧米茄、宝玑、宝珀等）宣布将建造��艺术和平饭店。该酒店位于上海标志性的和平饭店以南，内设艺术品展厅和精品店，预期于��年��前竣工。��年��前竣工。年��前竣工。

交通

为了能够给中国乘客提供更好的服务，瑞士国际航空公司已将飞机的商务舱进行了翻�，增加娱乐设施，提高便餐的质量。目前，瑞士航空开设了每周六班上海直飞�黎�的航班。

国际货运和物流集团泛亚班拿在中国建�

13家全资公司，拥�1500��工。该集团

能提供特别的运输方式选择，��将货物

�铁路运输到乌鲁木齐，然后再转移到飞往

欧洲、中东、非洲、独联体国家的航班，这

样会�传统的海空运输节省时间。泛亚班拿

大中华区首席执行官Robert Timmerman透露，2009年2月集团还将推出中欧铁路运输

服务供客户选择。

新年新计划

放眼未来，许多瑞士公司都把中国视为全球战略的一个组成部分，特别是在金融危机迫使传统的强势市场遭遇困境的当下更是�此。高科技产品公司欧瑞康揽�了一项薄膜型太阳能模块生产的交钥匙工程合同。鉴于亚洲是全球太阳能产品最具潜力

的市场之一，这一合约的意义非同小可。

克莱恩化工�上海）�限公司总经理Kingson Chow透露：“亚洲是克莱恩的重要市场，中国是��上各个公司的重要市场。我们在中国的业务卓�成效。”克莱恩在中国拥�10多个经营实体，涉及生产，销售及市场营销，产品开发，技术服务，客户服务。

服务业是我们经济发展的第一支柱产业。

采访瑞士驻上海总领事William Frei先生

问题：瑞士与中国的贸易

关系有哪些进展？

在过去几年里，瑞士与中国

的贸易关系有着许多积极

的进展。中国是瑞士在亚

洲的第二大贸易伙伴��

于日本�，��，�，��，，��，

2008年上�年，我们��年上�年，我们��

160��的贸易��，几��的贸易��，几

乎是去年同期的两倍。

我们向上海出口的产品与

我们向江苏省、浙江省出

口的产品略有不同。我们

向上海主要出口手表、化

工产品和医药产品，而向其他两省，主

要出口那些能够提高生产力的产品，像

是纺织机械、机床产品等。

问题：瑞士以其洁净的空气和先进的环

境保护措施而闻名世界。瑞士在中国有

没有重要的新项目或是合资项目计划？

首先，我还是要再肯定一点，瑞士的确

在这方面做得十分出色。在瑞士，国家

57%的电力需求通过水力发电满足，瑞

士国内一�的废弃物都被回收利用，瑞

士人均有机产品消费量也是世界最高的。

同时我们也一直致力于研究将太阳能转化

为燃料的方法。今年一辆瑞士太阳能动力

出租车进行�全球旅行，途中还在上海停

靠。上个月瑞士的科学探险家Bertrand Piccard先生来到上海，介绍他�划使用

太阳能飞机进行环球飞行的项目。�在，

我们正在研制一艘船，它可以利用太阳能

航行7,000海里。

目前我们在中国拥有1��环�项目。一1��环�项目。一�环�项目。一

些瑞士的公司也积极地带来他们的私密

技术和科技。比如，我们正在为引进一

项专门的污水�理技术，与长江三角洲

的一座重要城市进行谈判。

问题：服务业是瑞士国内

生产总值中的另一增长领

域。您能描述一下瑞士在

这一领域的优势么？

服务业是瑞士经济的头号

支柱产业。当然我们也拥

有自己的金融服务业、�

险业和银行业。银行业�

在�于一片混乱中，但

我想说通过困难和失误之

后，他们会从中吸取教

训。我相信今后瑞士的银

行服务将越来越多的出�

在中国。此外，上海和瑞

士金融中心之间的合作将

继续发展。因为上海也试图将城市发展

为国际金融中心，所以一个月前上海的

高层领导代表团对瑞士进行�考察。

瑞士的建筑学也有悠久的历史，文艺复

兴时期在罗马有瑞士出色的建筑师，随

后是在俄国，�在我们的建筑师来到中

国，他们在这里发�建筑学新的发展机

会，不��在设�和创意方面，还因为

中国有使用维持生态平衡的尖端建筑技

术的需要。

瑞士一直以来都是最受中国游客欢迎

的目的地之一。每年游客和体育运动

爱好者尽情饱览瑞士壮丽的风景，体

验出色的设施和高水准的物流服务。

瑞士的酒店餐饮业也十分出色。几个

世纪以来，我们不断提高在宾馆、酒

店和餐厅所需的专业知识和服务。在

瑞士有很多学生参加此类的职业培

训，同时，我们在上海也成立�合资

酒店管理培训学校。

调查科研是另外一个典型�例。有越来

越多的瑞士公司在中国设立研发中心。

许多瑞士的工程师和研究员都来到中

国，同中国的同事一起工作。

在关注中瑞两国商业发展的同时，两国的文化交流也是双边关系的重要组成部分。William Frei总领事表示：“我们和上海的文化机构建立了密切并不断发展的合作关系。”以�黎�芭蕾舞团在上海国际艺术中心的表演为开端，更多的文化交流将陆续上演。

国家聚焦瑞士

��SHANGHAI BUSINESS REVIEW JANUARY 2009 www.sbr.net.cn

2010世博会瑞士展馆的鸟瞰图。

瑞士展馆是2010年上海世博会人们谈

论最多的展馆之一。总预算为2400万瑞士法郎，其中大约有800万瑞士法郎

来自企业赞助，包括瑞士霍尔希姆公司

(Holcim)、雀巢集团(Nestlé)、瑞士航

空公司(Swiss International Airlines)和斯沃琪集团(Swatch Group)。��瑞

士展馆总监兼副政府总代表 Manuel Salchli先生所说，瑞士展馆的一个展

区，将对复杂的城乡二�结构所引起的

环境和社会问题进行研究，探索针对该

问题可持续发展的解决方案，由此迎合

世博会的子主题。

展馆中最值得注意的特色之一就是通过

乘坐缆车，可将参观者从城市环境带

进乡村环境中。“通过乘坐缆车，参观

者不�可以领略瑞士的自然风光，还能

让他们认识到可持续发展总是需要一个

完整不受破坏的循环过程，”Salchli先生说，另一个值得注意的地方是，展馆

将由天然材料和人工材料制成的帷幕围

起。“帷幕一部分覆盖�树脂片，另一

部分覆盖�太阳能电池、传感器和程序

化发光二极管，这些�件会与帷幕周围

不同类型的能源产生交互作用。”参观

者可以利用手电或风效，通过这些交互

功能，引发帷幕的反应。

最主要的是，“瑞士每天都在为城市和

乡村问题寻找解决的出路，因此在这个

过程中，研究出�不少切�可行，同时

还可维持生态平衡的解决方案。”瑞士

展馆将在今年�月动工，建筑和展馆建

设预�将在2010年四月底之前竣工。

世博会

瑞士商会2008年初，瑞士商会上海分会举办�第一届“瑞士年度首席执行官/企业家”颁奖晚会，

Prime Alloy公司的Walter Eglin先生获得此项殊荣。“获奖者在五年的时间里成功取

得世界圆珠笔市场50%的市场份额，” 瑞士商会上海分会主席Christian Guertler先生

说，“我们颁发这个奖项，目的是为�展示在上海的瑞士人是十分具有创新精神和活

力的，而且市场上已经具有良好的历史记录。”

符合要求的被提名者来自公司高层管理人员，包括总经理、总裁、首席执行官、企业

家或是瑞士投资公司的所有者，还有在非瑞士企业工作的瑞士人。独立评审委员会由

瑞士商会上海分会董事会成员选举产生。去年的评审小组成员包括瑞士驻上海总领事

William Frei先生，�康先达国际咨询公司(Egon Zehnder International)合伙人Walter Hungerbühler先生，Keller Consulting公司的William Keller先生，以及瑞士商会上海

分会主席Christian Guetler先生。此奖项的2008年度获奖者将于本月的瑞士商会中国

春节慈善晚宴上揭晓。

旅游虽然瑞士在12月加入申�签证联盟后，预�会有更多的中国游客到瑞士旅游，但这

种正面的影响效果预�也会随全球经济衰退造成游客总量的下降趋势而减弱。瑞士

政府旅游局上海办事�的市场代表Grace Gao女士说，“我们相信这些正面的和

负面的影响会使总体游客�量�持稳定。”

从1998年以来中国游客到瑞士旅游的人�逐年稳步增长，当时瑞士是第一

个在中国设立旅游办事�的欧洲国家。2004年瑞士在北京获得“被批准的

旅游目的地国家”资格，获此资格后中国旅游团不需要再经过特殊许可，

便可到瑞士旅游。

经过多年向中国游客推出的关于到瑞士旅游的宣传后，Grace解释道，影响力最

大的并不是中国众多的旅游和贸易展览会，而是瑞士政府旅游局上海办事�组织的各

种旅行，这些旅行主要是针对与瑞士航空公司及各大酒店有合作关系的媒体和旅行社

会员们开展的。“每�我们都尽可能的多带一些人，有时10人、20人，有时甚至达到

50人，这取决于我们合作伙伴的能力，”她说。“我们在五年前推出�详细介绍瑞士

的中文网站。”对中国游客来说，瑞士最大的吸引力在于优�的自然风光和无穷的购

物机会。瑞士手表、瑞士军刀和巧克力都是最受中国游客欢迎的商品。

上海瑞士科学中心于去年8月成立，成为全球科学技术网络前沿阵地的新生派。该中

心由瑞士联邦政府教育及科研委员会负责运作，并受到瑞士联邦外交部的大力支持。

“为什么选择中国？”上海瑞士科学中心执行总监Flavia Schlegel女士问道，“中国在两

个方面存在巨大的潜力，一个是在教育方面，中国有许多大学。另一个就是市场，不

同大学之间有着良好的合作关系，”她解释说。

Schlegel女士提到中瑞两国承诺到2011年各自提供880万瑞士法郎资金，支持中瑞大学

合作研究项目的开展。瑞士科学中心已经收到170份提议，�在正在做进一步筛选，

将范围缩小到20至25个项目。

同时，瑞士科学中心也起到�促进研究组织和企业之间相互沟通和�解的平台作

用。“十分有必要将这两个部分连接起来，”Schlegel女士说。“瑞士科学中心是连接

私人企业和学校三角形的第三点。”另外，我们的长期目标是扩大在瑞士学习和工作

的中国人�量，以及让更多的瑞士学生和研究员到中国工作。“这些人应该能更加适

应这两个国家的不同环境，进行工作。”

瑞士科学中心

�� SHANGHAI BUSINESS REVIEW JANUARY 2009 www.sbr.net.cn

shanghai business review january 2009 · 2014-08-15 · shanghai business review january 2009...

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