Greater Zurich Area Invest In Special Edition

前言 Preface02 瑞士大苏黎世地区：为中国投

资者创造美好未来The GreaTer Zurich area: a KnowledGe hub wiTh a FuTure For chinese companies

封面故事 cOVer STOrY04 大苏黎世：投资者在欧洲的桥

头堡GreaTer Zurich: a european sweeT spoT For invesTors

观点 OPINION12 成功源自持续创新 success builds on

consTanT innovaTion

18 软实力很重要—— 中国公司在瑞士的成功投资 soFT sKills maTTer – chinese companies’ successFul invesTmenT

in swiTZerland

专访 INTerVIeW20 皇冠金属贸易公司许奇专访 inTerview wiTh JacKy

Xu, crown meTals TradinG aG

投资领域 INVeSTMeNT SecTOrS

22 瑞士总部——通往欧洲之门 swiss headquarTers – your GaTeway To

europe

0412

22

Produced By: Sponsored By:

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Invest In specIal edItIon

前言

The Greater Zurich AreaA Knowledge Hub with a Future for Chinese Companies

A long-standing friendship exists

between China and Switzerland,

as both countries have a

strong interest in intensifying business

relations. Connections between China

and Switzerland were established in

1950 when Switzerland was one of

the first Western nations to recognize

the People's Republic of China as an

independent country. Today, China is a

key market for Swiss companies with

enormous growth potential. On the other

hand, Switzerland and the Greater Zurich

Area has slowly developed into a hub

for Chinese companies conducting their

European business from a central and

ideally structured location. The volume

of bilateral trade is growing at a fast

瑞士大苏黎世地区为中国投资者创造美好未来

中国和瑞士的友好关系由来

已久，两国之间的商务关

系紧密默契。中瑞之间的

联系早在上世纪 50 年代就已经开始，

瑞士也是第一个承认中华人民共和国

作为独立国家的西方国家之一。时至

今日，中国也已成为瑞士公司的主要

市场，且增长潜力不可小觑。另一方

面，瑞士和大苏黎世地区正逐渐成为

中国公司进行欧洲业务的集中管理的

理想集散地和中心。此外，两国之间

的双边贸易增长势头愈发迅猛，互相

之间的投资也持续增长。中国和瑞士

都在世界经济危机中得以全身而退，

两国在危机中的表现被认为是经济稳

健的最好证明。稳健的经济是创新力

和可持续经济繁荣的必要条件。

pace and mutual direct investments are

continuously gaining importance. China

and Switzerland have overcome the

economic crisis without lasting damage,

and both have proven to be a refuge

of economic stability. This stability is an

essential prerequisite for innovation and

sustainable economic prosperity.

The Greater Zurich Area is the business

center of Switzerland – due to its

strong innovation, unique culture of

precision and high quality of living. The

economic region surrounding the world-

famous financial metropolis of Zurich

employs around 1.5 million multilingual

and international workers in 150,000

companies in industries such as life

3


Preface

大苏黎世地区是瑞士的商业中

心——因为它高度的创新力，有独

特的追求卓越精准的文化传统和高

质量的生活水平。世界著名的金融

大都市苏黎世和它的周边地区雇佣

了 150 万名能使用多种语言，拥有

国际经验背景的劳动力队伍，这些

人在该地区的 15 万家公司任职，涉

及行业包括生命科学、清洁能源科

技、通讯科技和服务行业。大苏黎

世地区能覆盖超过 5 亿人口的欧盟

消费者。瑞士和大苏黎世地区也签

订了大量的贸易协定，是深入欧洲

市场的理想选址地。得益于它的中

心位置，一流的基础设施和多元文

化氛围，瑞士更是一个把产品和服

务进行市场试水的极佳选择。

创新力和随后的商业化是我们

地区和国家经济命脉。苏黎世商务

区和瑞士从一开始就已把它作为既

定目标。大苏黎世地区和瑞士现在

的繁荣盛况也要感谢瑞士坚持不懈

的创新精神。

今日世界无处不在的竞争依靠

的是两点——创新和商业化。能成

功把它们瑞士模式不仅让公司永远

领先一步，它也是成功的必备模式。

瑞士有世界一流的著名高等学府和

研究机构，和具有战略性眼光的投

资者携手合作，加上瑞士适合营商

的优良政策和世界领先的知识产权

保护策略，都会让它在市场竞争中

处于不败之地。

和已经在瑞士取得巨大成功的

中国企业一起，走向更大的成功！

“大苏黎世地区欢迎您！”

sciences, clean tech, high-tech, ICT and

the service industry. From here, more

than 500 million customers in the EU

can be reached. With its numerous trade

agreements, Switzerland and the Greater

Zurich Area are ideally integrated in the

European market. Thanks to the central

location with its first-class infrastructure

and multicultural setting, Switzerland is

furthermore an outstanding test market

for products and services.

Innovation and subsequent

commercialization are the engines of

our regional and national economy. The

Zurich business region and Switzerland

recognized this at an early stage. The

existing prosperity in the Greater Zurich

Area and Switzerland has only been

possible thanks to constant innovation.

Today’s competitive world is driven

by two things – innovation and

commercialization. The ability to integrate

these processes successfully is crucial

for the survival of any business. The

Swiss Formula not only keeps companies

one-step ahead of the competition, it is a

formula for success. Marrying first class,

world renowned academic institutions

Sonja Wollkopf WaltCEO, Greater Zurich Area AG

with strategic investors, management

friendly regulatory agencies, and leading

IP protection strategies has resulted in

an unbeatable market advantage.

Join the growing number of Chinese

companies who have discovered this

formula for success. "Welcome to the

Greater Zurich Area!"

封面故事

4


欧洲心脏大苏黎世地区将自己定位为创新与商务的全球领导者。随着最近签署的自由贸易协定，她为那些寻求进入该地区的中国投资者提供了理想基地。

就选择欧洲地区的商务运营

基地而言，中国公司应该

从何开始？这就必须考虑

从经商便利性，生活质量到市场进入

等各方面因素。就总体海外生活满意

度方面，汇丰银行最近开展的 HSBC

外籍开拓者调查就轻松解答了这个方

面的现状。本调查结果是明确的：对

于那些生活和工作在海外的人士来

说，瑞士是最能够被称为像家一样的

地方。

The Greater Zurich Area, at the heart of Europe, has positioned itself as a global leader in innovation and business. With the recent signing of a free-trade agreement, the region provides the ideal base for Chinese investors looking to enter the region.

When it comes to choosing a

base of business operations

in Europe, where does

a Chinese company begin? Factors

from ease of doing business to quality

of life and access to markets must

all be considered. In terms of overall

satisfaction with life overseas, the

recently conducted HSBC Expat Explorer

survey makes this process easy. And

its findings are clear: Switzerland is the

highest rated country in the world to be

called home for those living abroad and

working overseas.

Some 9,300 survey respondents

weighed in on factors from quality of life

to financial well-being and prospects for

raising a family in their adopted country.

The alpine nation at the heart of Europe

unequivocally took the top spot when

the metrics were tallied. Is this really that

大苏黎世：投资者在欧洲的桥头堡Greater Zurich: A European Sweet Spot for Investors

By Jonathan DeHart

Cover Story

5


surprising? After all, Switzerland has

developed an enviable reputation for its

ideal balance between excellence and

comfort over the years.

Expats are not alone in this assessment.

After running numbers related to 103

countries through a 48-variable system,

the Global Talent Competitiveness Index

2013 concluded that Switzerland was

indeed the best place to work worldwide.

Significantly, Switzerland maintains this

level of excellence sustainably. This

year, Yale University ranked Switzerland

the leader of the pack when it comes

to environmental protection. The nation

of 8 million well compensated citizens

earned a score of 87.67 out of 100 for

its environmental protection efforts.

Moreover, is it all that shocking that the

country which hosts the annual Davos

summit was rated the most competitive

globally by the World Economic Forum

in 2014, thanks to “its continuing strong

performance across the board”? None

of these stellar results are left to chance.

The Swiss, it turns out, are blessed

from birth, according to the Economist

Intelligence Unit, which rated it the

best place to be born in the world last

year. This starts in school. Switzerland

invests 5.5% of GDP, 17% of total public

expenditure in its education system.

It’s no surprise to learn that the nation

has produced more Nobel laureates

per capita than any other country in the

world.

The Greater Zurich Area (GZA) is at the

heart of the Swiss success story.

“Recent economic rankings confirm,

undoubtedly, that the Greater Zurich

Area is one of the prime business

locations in the world,” Ernst Stocker,

Government Councillor and Director of

the Department for Economic Affairs of

the Canton of Zurich tells Invest In.

Felix Sutter, a partner with PwC

Switzerland and responsible for Asian

business, adds: “The Greater Zurich

Area offers even more advantages,

being not only home to numerous

leading technological firms but also well

connected with the key global economic

centers via its airport.”

Bordered by Germany, France, Italy,

Austria and Lichtenstein, Switzerland’s

geographic advantages are unrivalled.

This makes the landlocked nation a

cultural melting pot where three cultures

9300 位受访者对从生活质量，

到金融理财，以及在这个第二故乡养

家糊口等方面因素进行权衡。各方面

指标都显示这个位于欧洲心脏地带的

高山国家当仁不让的坐上头把交椅。

毕竟，瑞士以其多年来在卓越性和舒

适性方面实现的完美平衡积累了令人

称羡的声誉。

不止一个外国人给出这样的评

价。103 个国家的各项数据经由某个

48 变量系统进行综合，2013 全球人

才竞争力指数显示，瑞士的确是世界

上最适合工作的地方。值得注意的是，

瑞士持续保持了这份卓越。就环境保

护而论，今年耶鲁大学将瑞士评为领

头羊，瑞士为其 800 万名得到充分

补偿的公民提交了一份在环境保护工

作方面得分为 87.67 的答卷。

此外，令人惊讶的是，这个举办

年度达沃斯峰会的国家被世界经济论

坛评为了最具竞争力国家，这难道全

部归功于“她的全面而持久的强势表

现”？她没有一项高评价是靠运气获

得的。去年经济学人智库将瑞士评为

是世界上的最佳出生地，并称瑞士是

从出生开始就受到祝福的国家。这要

从学校开始讲起。瑞士将其国民生产

总值的 5.5％，占公共支出的 17％投

资于教育体系。因此，这个国家诞生

了高于世界上其他国家的人均诺贝尔

奖得主就不足为奇了。

大苏黎世地区（GZA）是瑞士成

功故事的中心地带。

“最新的经济排名显示，大苏黎

世地区毫无疑问是世界上最主要的商

业地区之一，”苏黎世州经济部长兼

州长的 Ernst Stocker 对 Invest In 杂

志记者说道。

封面故事

6


and four official languages flavor a

society in which 23% of the population is

non-Swiss.

Indeed, the word is out. Increasingly,

Chinese investors and companies

seeking to expand globally are flocking to

Switzerland. According to Stocker, “More

and more people – including a growing

number of Chinese citizens – explore

the charming region. Since 2010, the

number of overnight stays of Chinese

tourists in Zurich has almost doubled

(+97%).”

This trend will likely accelerate. Greater

Zurich Area's appeal to Chinese

investors is further strengthened by its

liberal legal system, business-friendly

tax laws — tax rates for HQ's and trade

companies (8.5% - 12.5%), taxes for

ordinary taxed companies (14% - 21%)

— and an abundance of talent in the

form of qualified workers blessed with

progressive labor standards (ranked

fourth globally in terms of flexibility by the

IMD World Competitiveness Yearbook

2013).

All of these factors have amounted to

Switzerland’s brilliant recipe for success,

fostering a business environment that is

uniquely open to the world.

“The secret of success is simple,”

Stocker says. “Marrying first class,

world renowned academic institutions

with strategic investors, management

friendly regulatory agencies, and

leading IP protection strategies results

in unbeatable market advantage which

allows companies to be one-step ahead

of the competition.”

As if all of this is not enough to entice

would-be investors from China to

Felix Sutter 是普华永道瑞士

（PwC Switzerland）的合作伙伴，

并负责亚洲业务，他补充道：“GZA

拥有更多优势，它不仅是中国先进技

术公司的大本营，而且通过机场同全

球主要经济中心保持良好的联系。”

瑞士同德国、法国、意大利、奥

地利和列支敦士登接壤，具备得天独

厚的地理优势。由此这个内陆国家成

为了一个文化熔炉，三种文化和四种

语言给为瑞士社会增添了更多风情，

其 23% 的人口为非瑞士籍人员。

的确，她声名在外。越来越多追

求全球扩张的中国投资者和企业纷纷

涌向瑞士。Stocker 说，“越来越多

的人——包括越来越多中国公民——

探索着这片迷人区域。自 2010 年以

来，在苏黎世过夜的中国游客人数几

乎增加了一倍（+97%）。”

这种趋势可能会加速。凭借其自

由的法律制度，利商税法（总部和贸

易公司的税率为 8~12.5%；普通公

司的税率为 14~21%）以及以合格

工人为主要形式的丰富人才资源和得

天独厚的先进劳工标准（在灵活性方

面，2013 IMD 世界竞争力年鉴将其

列为全球第四），GZA 对于中国投

资者的吸引力将进一步增强。所有这

些因素构成了瑞士获得成功的绝佳配

方，并创造了这个对全世界开放度极

高的商业环境。

“成功的秘诀很简单”， Stocker

表示，“那就是同世界知名的一流学术

机构和战略投资者，以及专业化管理监

管机构和先进知识产权保护策略相结

合，由此产生无可匹敌的市场优势，使

公司在竞争中领先一步。”

这一切似乎还不足以说服中国的潜

Cover Story

7


consider a move to Switzerland, the pot

was sweetened further in July 2013 with

the signing of a free trade agreement

(FTA) between Switzerland and China.

Significantly, the FTA was Beijing’s first

such agreement inked with a nation in

continental Europe. The potential benefits

of this agreement are huge.

“The trade agreement with China

opens up numerous opportunities for

Switzerland, from which the Greater

Zurich Area stands to draw substantial

benefits,” Sutter says. He speaks from

a wealth of experience on the ground

in China, where his own network of

acquaintances has unanimously praised

the development.

On his frequent trips to China, he says

that he mingles with local managers,

entrepreneurs and “people whom I know

from the time I spent living in Beijing…

During recent meetings with Chinese

managers, the conversation often turned

to the free trade agreement between

Switzerland and China, which earned

much recognition. ‘Switzerland has

negotiated a really good agreement’, is

the general consensus.”

In a nutshell, the FTA aims to break

down barriers to the smooth flow of

goods and services between China

and Switzerland, while bolstering legal

security for intellectual property. The

FTA will eliminate tariffs fully or in part for

most bilateral trade either immediately

or over a period of time, depending

on the good or service. Deepening

cooperation further, the FTA is coupled

with the recently signed Agreement

on Labour and Employment, which is

meant to ensure that labour standards

will not be compromised in a bid for

profit nor disregarded for the purpose of

protectionism.

在投资者考虑搬去瑞士，那么，2013

年 7 月，中国和瑞士两国签订的自由贸

易协定（FTA）将使各方面条件更为成

熟。FTA 是北京和欧洲大陆国家签订

的第一个同类协议。该协议的潜在利

益是巨大的。

“同中国签署的这个贸易协定为

瑞士开启了许多机会，大苏黎世地区

将从中获得巨大利益。”Sutter 说。

他谈到了他在中国的丰富经历，他在

中国的熟人都对本次协定签署做出了

一致好评。

在频繁去往中国期间，他说他经

常和当地的管理人员和企业家接触，

“我在北京生活时认识的人……在最

近与中国管理者的会谈中，我们的谈

话内容经常转移到中国和瑞士的自由

贸易协定上，这个协议获得了大家的

认可。‘瑞士谈了一个很好的协议’，

这是大家的共识。”

概括来说，FTA 的目的在于打破

壁垒，实现中国和瑞士之间货物和服

务的畅通，同时为知识产权提供法律

保障。FTA 将立即或在一段时间内全

部或部分消除双边贸易中大部分的关

税，具体取决于产品或服务。为了进

一步深化合作，在 FTA 的基础上，最

近又签署了劳工和就业协议，旨在保

证劳工标准不会因追求利润而受到影

响，或因贸易保护主义而受到忽视。

这些协议意味着中国和瑞士全面加

强了双方之间的经济关系。随着中国成

为世界第二大经济体，并成为瑞士的主

要贸易伙伴，这项协议的签署是一个巨

大的进步。中国购买自瑞士的工业产

品数量超过了任何其它亚洲国家，排

名世界第三，仅次于欧盟和美国。仅

在 2013 年，瑞士发往中国的货物就占

了全部出口额（共计 87 亿瑞士法郎）

Government Councillor and Director

of the Department for Economic Affairs

Canton of Zurich

Partner, Risk Assurance Services, Head Asia Desk

PricewaterhouseCoopers AG

Zurich, Switzerland

Ernst StockerFelix Sutter

封面故事

8


These agreements amount to stronger

economic ties across the board for

China and Switzerland. With China now

the world’s second largest economy,

as well as a key trading partner for

Switzerland, this is a monumental step

forward. China buys more industrial

products from Switzerland than any Asian

country and third worldwide, following the

EU and US. In 2013 alone, Switzerland

sent 4.1% of all its exported goods (valued

at CHF 8.7 billion) to China, and imported

CHF 11.4 billion worth of goods (6.1% of

all imports) from China.

Swiss goods regularly going to China

include machines and instruments, watches,

chemicals and pharmaceuticals; while goods

such as machinery, textiles and clothing,

watch making and chemical products

flow heavily from China to Switzerland. A

large number of Swiss service providers

operate in China and vice versa.

“Today, China is by far the most important

trading partner for Switzerland in Asia

while Switzerland is China’s seventh

largest trade partner and the sixth

largest source of foreign investment in

的 4.1%, 同时，瑞士也从中国进口了

价值 114 亿瑞士法郎的货物（占总进

口额的 6.1%）。

瑞士频繁销往中国的产品包括机

器和仪器，钟表，化学品和药品；而

如机械，纺织品和服装，钟表制造和

化工产品等大量产品又从中国销往瑞

士。大量瑞士服务提供商在中国经营，

反之亦然。

“中国是迄今为止瑞士在亚洲最

重要的贸易伙伴，同时瑞士是中国的

第七大贸易伙伴及来自欧洲的第六

大外资来源地，”Stocker 说道。

除了中国和瑞士市场接轨带来的

明显好处，Sutter 指出，“中国人不

仅仅将瑞士视为一个销售区域，而是

将其看作一个国内生产总值超过 17

万亿美元的欧洲市场。多亏了双边协

定的签署，瑞士在欧洲的坚实地位为

中国提供了一个通向 30 多个国家的

理想桥头堡。”

近期对 FTA 的关注造成了这样

的印象，中国和瑞士之间的商务合作

是比较新的发展，事实上，两个国家

之间的商务往来已经有数世纪的历

史。

“中国和瑞士之间的良好的商

务合作关系可以追溯到 17 世纪中叶，

并在最近得到了快速发展，”Stocker

说。“瑞士是最早同中华人民共和国

签订商业协议的国家之一。”

过去建立的大量商业联系为今天

的繁忙往来奠定了基础。“作为大苏

黎世地区中心的苏黎世州多年来一直

同中国保持着亲密的友谊，”Stocker

继续说。“近年来，苏黎世地区同重

庆和广东省建立了合作关系并在许多

Europe,” Stocker says.

Aside from the obvious benefits of

granting two-way access to the Chinese

and Swiss markets, Sutters notes that

“China's eyes are not so much set on

Switzerland as a sales region, but on the

European market with a GDP in excess

of USD 17 trillion. Thanks to the bilateral

agreement, Switzerland's firm base within

Europe provides China with the ideal

bridgehead to more than 30 countries.”

While recent attention to the FTA

creates the impression that business

collaboration between China and

Switzerland is a recent development,

the two nations in fact have been

engaged in commerce for centuries.

“The excellent business relationship

between China and Switzerland

goes back to the mid-17th century

and recently developed at a rapid

pace,” Stocker says. “Switzerland

was one the first countries to enter

into commercial agreements with the

People’s Republic of China.”

Cover Story

9


领域开展了合作。合作协议包括加强

经济和科技方面的合作关系。”

瑞士 FinkRen 股份有限公司执行

合伙人任榜英 Ren Bangying 说：“20

多年前，瑞士公司开始在中国投资。

大部分的努力都证明是成功的，无论

是对瑞士公司而言，还是对他们的中

国生意伙伴而言。”

具体而言，GZA 是诸多产业集群

的大本营，例如清洁可持续技术、高

科技、IT、生命科学、精密产品和机械、

电气和金属加工业（MEM）。当然，

她还是瑞士传统产业的中心，如医药、

奢侈品、银行业和金融业。当然，还

有巧克力和手表。

关于本国工业，还有一个需要注

意的重要事情。瑞士人非常谦虚，R.

James Breiding 为其新书《瑞士投资

的透明度》的出版接受了 KPMG 的采

访，其间，他谈到了这一点。这就解

释了为什么瑞士将大量国家实力隐藏

在大家的视线之下。许多公司的广告

宣传比不上瑞士的标志性特产—巧克

力和手表，但他们仍旧很成功，例如

B2B 公司（ABB、豪瑞、西卡、GF

乔治费歇尔、德迅和迅达）以及一些

同大品牌有关联的产品销售和服务公

司，例如香料和香精，Breiding解释道。

A good deal of relationship building

in the past laid the foundation for the

buzz being felt today. “The Canton of

Zurich, the center of the Greater Zurich

Area, has maintained for years a close

friendship with China,” Stocker continues.

“In recent years, Zurich established

partnerships and engaged cooperation in

numerous aspects with the provinces

of Chongqing and Guangdong. The

cooperation agreements include

the strengthening of economic and

scientific relations.”

Ren Bangying, Managing Partner of

FinkRen GmBh, Switzerland, says: “More

than 20 years ago, Swiss companies

started to invest in China. Most of these

endeavors have proven to be successful,

for both the Swiss companies and their

Chinese business partners.”

Specifically, the Greater Zurich Area is

home to a number of industry clusters,

from clean and sustainable technologies

to high-tech, IT, life sciences, precisions

goods and the mechanical, electrical

and metalworking industry (MEM). It

is, of course, also a hub for industries

classically associated with Switzerland

such as pharmaceuticals, luxury goods,

banking and finance. And yes, chocolate

and watches.

There is one important matter to note

about industry in the nation. The Swiss

are humble, according to R. James

Breiding who was speaking in an

interview with KPMG for its publication

Clarity on Investment in Switzerland. This

accounts for why much of the country's

strength is hidden from plain sight. Less

advertised than its signature items like

chocolates and watches are a large

number of successful B2B companies

(ABB, Holcim, Sika, Georg Fischer,

Kühne & Nagel, Schidler) and companies

selling goods and services attached

to other bigger brand names, such as

fragrances or flavors, Breiding explains.

All told, whether B2B or in the spotlight,

some 1,000 multinationals are operating

in Switzerland today and account for

10% of the nation’s GDP. Some of the

heavy hitters with HQs in the alpine state

include Siemens, Unilever, Johnson &

Johnson, Dow Chemical and Google

(whose staffs are called “Zooglers”

in GZA, which they rate as the most

desirable place to work among the

company’s many global hubs). Swiss

封面故事

10


总而言之，无论是 B2B，还是

那些在聚光灯下的产业，今天在瑞

士经营的跨国公司有 1000 多家，占

全国 GDP 的 10%。总部设在这个高

山国家的重量级公司包括西门子、

联合利华、强生、陶氏化学和谷歌

（大苏黎世地区的谷歌员工被称为

“Zooglers”, 他们将这里评为是本

公司诸多全球中心中最令人向往的工

作地点）。瑞士跨国公司占了国内生

产总值的 25%，其中包括像雀巢、

罗氏公司、苏黎世保险、嘉能可国际

那样的巨头公司。

瑞士产业范围如此之广，无怪乎

许多中国企业迫切地想在此地安营扎

寨。Stocker 列出了选择 GZA 作为其

欧洲基地的中国企业，包括天合光能，

晶科能源，英利，纷美包装和华为。

从建立总部，寻找当地合作伙伴，到

通过兼并和收购实现成长，经由瑞士

走向欧洲的路有很多条。

“最初我们考虑了卢森堡、荷兰

和爱尔兰，”徐说。“但是，由于瑞

士较高的人身安全水平，高效的政府

和在世界范围内的声誉，我们最终选

择了瑞士。到目前为止，我们在瑞士

非常愉快，我们公司甚至同德国大众

实现了巨大的合作突破。”

对于还没有走进 GZA 但有此意

向的中国企业来说，要从哪里开始

呢？瑞士法律专家认同一件事：有意

在该地区建立基地的中国投资者或公

司必须做好功课和充分的准备。由于

缺乏相关国际经验，中国企业在欧洲

开店需要面临与众不同的挑战。

从了解税收政策到决定注册什么

形式的公司，充分准备是一剂良药，

是决定其能够在欧洲成功投资的重

要因素。任榜英说，“在欧洲开展

multinationals make up for another 25%

of national GDP and include giants such

as Nestle, Roche, Zurich Insurance and

Glencore. . .

With such a broad scope, it is no

surprise that a number of Chinese firms

have eagerly set up shop in the region.

Stocker lists Trina Solar, Jinko Solar,

Yingli, Greatview Aseptic Packaging and

Huawei among the Chinese firms that

have chosen the Greater Zurich Area for

their European base. From setting up

HQs to seeking out local partners and

pursuing growth through mergers and

acquisitions, the paths to Europe via

Switzerland are many.

“Initially, we considered Luxembourg, the

Netherlands and Ireland,” Xu says. “But

finally we decided to chooce Switzerland,

due to its high level of human safety,

the efficiency of its government and

its worldwide reputation. So far I am

happy with our stay in Switzerland,

and the company has even had a

big breakthrough with Volkswagen in

Germany.”

For Chinese companies that have not

yet made the leap to GZA but would

like to, the main question is: Where do

we begin? Swiss legal experts agree

on one thing: Chinese investors or firms

interested in establishing a base in the

Cover Story

11


任何投资之前，都需要一个明确的

战略。”经营一家欧洲公司所涉及

到的细节——和在中国经营公司是

非常不同的——这是必须要面对的

困难，任榜英补充道。

虽然有当地专家的帮忙，再加

上一点学习时间，就能够辨别这样

的后勤问题，但是还需要更为重要

的深层次准备，而且这种准备更加

微妙。任榜英解释说，在欧洲实现

腾飞的中国公司和栽跟头的公司之

间的区别可归结为一点：软实力。

来自皇冠金属的徐先生也表达

这种观点。“在 GZA 工作顺风顺水，

并没有遇到任何严重到足以称之为

挑战的事情，”徐说。“瑞士朋友

都非常热情友好。我的家人和我很

享受这里的生活。尤其是在苏黎世

和楚格地区，那里有一个巨大的外

籍人士社区。但是语言始终是我的

一个障碍。我建议有兴趣来瑞士的

投资者在决定来之前先学习一下欧

洲文化。”

虽然不可否认文化差异的存在，

但是中国和瑞士的共同点要比人们想

象的要多，至少在一个关键领域是如

此，这也是在两种文化下生活和做

生意必需的核心软实力：社交网络

的力量。

“同爱尔兰、英国和美国这样

的竞争者相比，瑞士有一个额外的

优点”，Sutter 表示。“同中国开

展贸易时，‘关系’扮演着非常重

要的角色，也就是人脉关系。在中

国度过的这段时间里，我发现在这

方面瑞士同中国的区别不大。我们

也发展人际关系，并争取在互相尊

重的基础上开展贸易往来。”

region must do their homework and be

prepared. Chinese companies face a

unique set of challenges when setting up

business in Europe due to their relative

lack of international experience.

From understanding taxes to deciding

what legal form to register a company

under, a healthy dose of preparation is

the most important factor for determining

whether an investment in Europe

succeeds, according to Ren. “A clear

strategy is needed before making any

investment in Europe.” The details of

running a European company – a very

different matter from running one in

China – is another obstacle that must be

faced, Ren adds.

While such logistical concerns can

be addressed with the help of on-

the-ground experts and a bit of

classroom time, there is deeper layer

of preparation that is equally important,

yet more subtle. Ren explains that

the difference between Chinese

companies that take off versus those

that crash and burn in Europe often

comes down to one thing: soft skills.

Xu of Crown Metals echoes this

sentiment. “Working in the GZA is so

smooth, and does not pose anything big

enough to call it a challenge,” Xu says.

“The people in Switzerland are warm

and friendly. My family and I are really

enjoying life here. Especially in Zurich

and the Zug area, where there is a huge

community of expats... But language is

always a barrier for me. I would suggest

for investors interested in moving to

Switzerland to study up on European

cultures before they decide to move.”

While a cultural gap undeniably exists,

China and Switzerland share more in

common than one may suspect, at least

in one key area, itself a core soft skill

that makes life and business tick in both

cultures: the power of social networks.

“Compared with competitors like Ireland,

the UK and the US, Switzerland has

one additional advantage,” Sutter says.

“When trading with China, a lot of

importance is attributed to guanxi, the

network of personal connections. During

the time I spent in China, I discovered

that in this respect we Swiss are not

too different from the Chinese. We too

foster personal relationships and seek to

engage in dealings with one another that

are based on respect.”

12


观点

Success Builds on Constant InnovationBalz Hösly 博士是著名的策略法律顾

问和公司管理方面的执业专家。他也

是多个公司策略发展方面机构的董

事会主席。作为 SBA 遗产法的认证

专家，他在公司传承和私人客户的

国际遗产规划方面也颇有见地。Balz

Hösly 博士也在生活娱乐业和电子商

务，以及公众管理和公众私人合作伙

伴（PPP）的商业模式方面有所专长。

Dr. Balz Hösly is a renowned practitioner in strategic legal advice and corporate governance. He is chairman and member of several boards of directors and well versed in strategic corporate development issues. As a Certified Specialist SBA Inheritance Law he is expert in corporate succession and in international inheritance and estate planning for private clients. Balz Hoesly also focuses on live entertainment and e-commerce as well as on public governance and business models for public private partnerships (PPP).

瑞士国家虽小，但其拥有一个

强大的经济中心——大苏

黎世地区，该地区位于瑞

士中心位置。国际上将该中心视为全

球最为成功的经济区之一——同时也

是生活质量最高的区域之一。这些事

实不是源自与生俱来的惠赐或是简单

的巧合。瑞士和大苏黎世地区坚持持

续创新之路存在相对直接的原因即：

从本质上而言，这与历史、地区的本

成功源自持续创新

Switzerland is a small country with a

strong economic center – the Greater

Zurich Area – at its heart. This center

is internationally respected as one of

the most successful economic regions

worldwide – and simultaneously as one

of the regions with the highest quality of

life as well. Neither of these facts was

a natural gift or a simple coincidence.

There are relatively straightforward

reasons why Switzerland and the Greater

Zurich Area have trodden the path to

permanent innovation: they essentially

have to do with history, the nature of the

region and Switzerland itself.

Countries, regions and their local

entrepreneurs do not develop innovative

businesses because it is an obvious path

to financial success. However, those

Dr. Balz HöslyChairman of the Board, Greater Zurich Area AG

Balz Hösly 博士大苏黎世区经济发展署董事会主席

13


Opinion

Innovation is the oil in the engine of our regional and national economy. The Zurich business region and Switzerland recognized the significance of innovation at an early stage. The welfare and prosperity of the Greater Zurich Area and Switzerland only exists today thanks to constant innovation.

若将我们的区域和国家经济喻为发动机，则创新即是

该发动机的机油。苏黎世商业区和瑞士在早期即意识

到创新的重要性。大苏黎世地区及瑞士的福利和繁荣

归功于且仅能归功于持续创新。

质及瑞士本身有关。

国家、地区及当地的企业家不会

因为创新是通往财政成功的明显选择

而发展创新性业务。然而，那些没有

替代物的商业会自动变革创新，从而

达到行事创新。瑞士和大苏黎世地区

一直是这种情况。在这个国家，用来

出口且容易赚钱的商品是不存在的。

另外，它们也没有足够的农业产品，

可以有潜力征服世界市场，创造充分

的国家繁荣。最后但同样重要的一点

是，该国家和大苏黎世地区是如此

who have no alternative automatically

become innovative, and consequently

act innovatively. That has always been

the case for Switzerland and the Greater

Zurich Area. In this country, commodities

that could be exploited and exported for

good money do not exist. In addition,

there are no sufficient cultivatable

products with the potential of conquering

the world market and creating sufficient

national prosperity. And last but not

least, the country and the Greater Zurich

Area are so small that even their “human

potential” is only just big enough to keep

the domestic economy going – but too

small to create the economic power to

which Switzerland has worked its way

up. The Swiss represent only 0.1 % of

the global population – but the list of

the 500 largest companies in the world

includes 12 Swiss companies. This fact

alone emphasizes the significance of

research and development – and, by

extension, innovation – in Switzerland,

and its ability to supply the international

market with high quality Swiss services

and products. The availability of a highly

innovative and productive workforce

is also a major reason why the Zurich

business area and Switzerland can

maintain their top rank in innovation

– even with very strong international

competition.

China and Switzerland: Partners for Innovation

What China achieved in only a few

decades, has taken Switzerland 120

years to achieve: raising the country from

a basic industrial level to an international

provider of world-class products and

services, which are competitive by

global standards. Chinese and Swiss

technology and engineering can thus be

sold in the world’s key markets.

For collaboration in industry and science,

Chinese and Swiss companies can

meet at every level to jointly exchange

technology and also to develop

technology further. One example of

intensified research and technology-

based collaboration between Switzerland

and China is the Sino-Swiss Science

and Technology Cooperation (SSSTC).

14


观点

之小，以至于它们“人类潜能”勉强

可用以维持当地经济的发展——但

要以瑞士的方式创造经济实力还是

远远不够的。瑞士人口仅占世界的

0.1%，但世界 500 强中，瑞士公司

有 12 家。这一事实本身强调了在瑞

士通过拓展创新进行研究和发展的

重要性，并着重指出其以高质量瑞

士服务和产品供应国际市场的能力。

高创新性和生产性生产力的可用性

也是苏黎世商务区和瑞士能够在激

烈的国际竞争中保持其创新性位列

前茅的主要原因。

中国和瑞士：创新伙伴

中国在短短几十年便实现了瑞

士 120 年间所达成的成就：将国家

从基础工业水平提升到符合国际标

准具有国际竞争性的世界一流产品

和服务的国际供应商。中国和瑞士

的技术和工程因此可在世界主要市

场上进行销售。

对于工业和科学合作，瑞士和

中国公司可从各层面满足交换技术

的要求，且可更进一步发展技术。

以增强研究和技术为基础的中瑞合

作其中的一个例子是中瑞科技合作

（SSSTC）。该项目设立于 2003

年，在瑞士教育与研究国务秘书处

（SER）及中国科技部签署了谅解

备忘录（MoU）之后。近 200 合作

项目在 SSSTC 第一阶段即已获奖，

其中的一些项目目前仍在继续。

两国拥有强大完备的信息技术

和精密技术：机械、机床、传感器，

光电子，测量 / 控制 / 测试以及能

够创造尖端工具和流程的计算机科

学。在瑞士，尤其是在大苏黎世地

区存在许多小型生物制药公司，它

们拥有巨大的潜力，可与中国的创

Switzerland64.78

62.37

62.29

60.67

60.59

60.09

59.24

57.52

56.86

56.82

56.67

56.13

56.02

50 52 54 56 58 60 62 64 66

UK

Sweden

Finland

Netherlands

USA

Singapore

Denmark

Luxembourg

Hongkong

Ireland

Canada

Germany

Global Innovation Index, 2014

瑞士

英国

瑞典

芬兰

荷兰

美国

新加坡

丹麦

卢森堡

香港

爱尔兰

加拿大

德国

2014 年全球创新指数

15


Opinion

The program was established in 2003

after the signing of a Memorandum of

Understanding (MoU) between the then

Swiss State Secretariat for Education

and Research (SER) and the Chinese

Ministry of Science and Technology

(MOST). Almost 200 collaborative

projects have been awarded in the first

phase of the SSSTC, and some are still

ongoing.

Both countries are strong in information

and precision technologies in all its

forms: machinery, machine tools,

sensors, photonics, measurement/

control/testing, and computer science

that enables the creation of cutting-

edge tools and processes. Switzerland

– and particularly the Greater Zurich

Area - host numerous smaller pharma

and biotechnology companies with

huge potential for collaborating with

innovative partners from China; Big

Pharma is just one example. Switzerland

is eager to look after the intellectual

property created by its innovative

enterprises: the country's patenting

process is straightforward, patents are

well protected, and income streams

from patents, brands and licenses are

taxed favorably. Last but not least, there

is a vibrant financial sector with banks,

private equity firms and venture capital

available for innovative and international

projects set up by Swiss, Chinese or

Chinese-Swiss partnerships.

China and Switzerland: Partners for

Trade Beyond Tariff Dismantling

China is Switzerland’s third largest

trading partner. That makes the free

trade agreement (FTA) with the People’s

Republic of China, which entered into

effort on 1 July 2014, all the more

significant. The FTA not only improves

mutual market access for goods and

services, enhances legal security for

the protection of intellectual property

rights and bilateral economic relations in

general, but also goes far beyond tariff-

dismantling by fostering cooperation

in fields including science, technology,

research, education andculture. The

FTA gives Switzerland a competitive

advantage over countries, which do not

have a FTA with China.

新伙伴合作。大型制药公司就是其

中一例。瑞士期望能够保护其创新

型企业所创造的知识产权：因此该

国的专利流程非常直接，专利能够

得到很好的保护，而专利、品牌

及许可收入的税收也很优惠。最

后但同样重要的一点是，瑞士的

金融业充满活力，能够为瑞士、

中国或中瑞合作设立在瑞士的创

新和国际项目提供银行、私募股

权投资和风险投资。

中国与瑞士：关税取消之外的合作

中国是瑞士第三大贸易合作伙

伴。这使得与中国签署得自由贸

易协定（FTA）的作用尤为显著，

该 FTA 于 2014 年 7 月 1 日生效。

FTA 不仅能够促进双方货物及服务

的市场准入，增进知识产权保护及

双方普遍经济关系的法律保护，同

时也能够通过促进科学、技术、研

究、教育及文化领域的合作使双方

与关税取消相关之外的领域合作走

得更远。与其他未与中国签订 FTA

的国家相比，FTA 为瑞士提供了竞

争优势。

16


观点

Source: Switzerland Global Enterprise 2014

来源：2014 年瑞士全球企业

HOW SWISS COMPANIES WILL BENEFIT

After the EU and the United States, China is Switzerland’s third-largest trading partner. That makes the free trade agreement (FTA) with the People’s Republic, which entered into force on 1 July 2014, all the more significant. In addition to the EFTA Convention and the free trade agreement with the European Union, Switzerland now has a network of 28 free trade agreements with 38 partners outside the EU.

Max. savings potential in CHF 2015

50,036,78250,072,707 39,954,494

9,030,157

3,831,318

3,341,090

2,075,538

4,788,254

2,488,880188,043

506,233

166,313,496

Average tariff

7%9%5%

6%

10%

8%

7%

14%

15%5%

17%

7%

Value of goodsin CHF

2,619,648,940

2,264,348,819 2,261,226,740

779,057,642

154,009,179

117,722,597

84,474,583

83,321,007

57,623,77530,522,537

14,353,647

8,466,309,466 *

2028

151,908,455199,972,542107,422,633

47,103,327

14,726,041

9,661,257

5,365,261

11,942,063

7,199,007774,540

2,378,957

558,454,082

Tariff reduction for individual products or product groups will follow in stages over a number of years (up to 2028).

* CHF 0.3 billion – no breakdown available

SECTOR

1

2 手表，设备 Watches, instruments 3 化学品，药品 Chemicals, pharmaceuticals

4 非金属矿物，玻璃 Non-metallic minerals, glass

5 其他 Other 6 塑料，橡胶 Plastics, rubber

7 汽车 Vehicles 8 纺织 Textiles

9 加工的农产品 Processed agricultural products 10 木材 Wood

11 农产品 Agricultural products

总计 Total

中瑞自由贸易协定

瑞士公司如何获益

继欧盟和美国之后，中国是瑞士的第三大合作伙伴。这使得与中国签署得自由贸易协定（FTA）的作用尤为显著，该FTA于2014年7月1日生效。除了与欧盟的EFTA公约及自由贸易协定之外，瑞士目前与欧盟之外的38个合作伙伴签署了28个自由贸易协定。

瑞士向中国出口占其出口总额的4.1％（瑞士法郎87亿），瑞士从中国进口占其进口总额的6.1％（瑞士法郎114亿）4 .1% (CHF 8.7 billion) of all Switzerland’s exports go to China, 6.1% (CHF 11.4 billion) of all imports into Switzerland come from China

继欧盟和美国之后，中国是瑞士出口全球产品的第三大进口国After the EU and the USA, China is the third-largest importer of Swiss export products worldwide

在欧洲，只有瑞士和冰岛与中国签订了自由贸易协定In Europe, only Switzerland and Iceland have concluded FTAs with China

部门货物价值（以瑞士法郎计）

FTA最大储蓄潜能（按部门计）——假设使用率为100%

平均关税 2015年最大的潜在节税机会（以瑞士法郎计）

金属，机械 Metals, machinery

单个产品或产品组的降税将在若干年间分阶段遵循（至2028）。

*3亿瑞士法郎 - 无明细可提供

至2028年，558百万瑞士法郎的节余相当于沙夫豪森州的GDPCHF 558 million in savings by 2028 is almost as much as theGDP of the Canton ofSchaffhausen

17


Interview

18


观点

Soft Skills Matter – Chinese Companies’ Successful Investment in Switzerland

软实力很重要——中国公司在瑞士的成功投资

More than 20 years ago, Swiss

companies started to invest in China.

Given the enormous challenge of

being successful in a new market with

a different culture, these companies

relied on the support of experts. Most

of these endeavors have proven to be

successful, for both Swiss companies

and their Chinese business partners.

Today, more and more Chinese

companies plan to invest in Europe,

20 多年前，瑞士公司开始在中

国投资。由于要在不同文化背

景的新市场取得成功是一个巨

大挑战，这些公司都依赖于专家的支

持。大部分的努力都证明是成功的，

无论是对瑞士公司而言，还是对他们

的中国生意伙伴而言。

如今，越来越多的中国公司打

算到欧洲去投资。这个挑战甚至更

为巨大。为什么呢？大多数瑞士公

司在 20 年前也许还不了解中国，可

他们确实拥有在海外做生意的丰富

实践经验。然而，对大多数中国企

业来说，情况却不是这样。在许多

情况下，他们眼下还是第一次在海

外投资，才开始了解中国和欧洲之

间的商业文化差异。

丰瑞曾与许多成功的中国企业

携手合作。这些中国企业有足够的

经济实力在欧洲投资，他们认为欧

洲是较为安全和稳定的投资市场。

欧洲是一个巨大的中国产品和服务

的市场，企业在这里也能够获得优

秀的人才和先进的技术。这些公司

的策略各不相同。有的想开拓国际

市场，加强与国际客户的沟通，或

完善全球售后服务，其他公司则想

要获得先进的技术知识，或建立远

程物流基地。不管怎样，进入欧洲

市场将有助于中国公司提高他们在

中国和全球的竞争力，一些中国企

业已经在欧洲建立相当大的机构。

and this represents an even bigger

challenge. Why? Most Swiss companies

may not have known China 20 years

ago, but they did have lots of operational

experience in doing business abroad.

Yet, for most Chinese companies, this

is not the case. In many cases, they

are only now making their very first

investments abroad, and learning about

the differences between Chinese and

European business culture.

FinkRen has worked with many successful

Chinese companies. These companies

have the financial capability to invest in

Europe, a market that they perceive as a

safe and stable place for their investments.

Europe represents a big market for

Chinese products and services, and also

offers access to well-qualified people and

advanced technology.

The strategies of these companies vary.

Some want to develop in the international

market, improve communication with

international customers, or improve

global after-sales service; others want

to gain access to advanced technical

knowhow, or set up a remote logistics

base. In any case, their presence in

Europe will help Chinese companies to

improve their competitiveness, both in

China and worldwide. Some Chinese

companies already run quite big

Ren BangyingManaging Director

FinkRen GmbH, Switzerland

任榜英 / 执行合伙人瑞士丰瑞股份有限公司

19


Opinion

其中有些企业非常成功，而有些又

并非如此。是什么让他们如此不同？

成功的企业都懂得软技能的重要性。

这里举两个例子，Lyric Robots

有限公司是广东一家私营企业，是

中国定制装配自动化的前 5 名供应

商之一。他们希望自己的产品能在

国际市场上成为自动化设备的首选。

Lyric Robots 已经聘请丰瑞帮助其

在西欧与强大的市场参与者建立合

作关系。这种合作使 Lyric 能够逐步

学习欧洲业务的特点，并通过各个

地区（如大苏黎世地区）的国际化

人才而受益。Lyric 不仅可以在西欧

扩大业务，也可以在欧洲其他国家

扩大业务。

另一个例子是河北省凌云工业

集团。凌云集团是中国汽车供应行

业的龙头企业。2012 年，该企业收

购了活跃于国际市场的德国凯毅德

公司。从此凯毅德实现了全球范围

内销售和利润的快速增长并发展成

为了凌云集团在德国、美国、捷克、

墨西哥和俄罗斯的销售和生产基地。

通过此次投资，凌云集团收获了超

过 100 亿人民币的收入，从而实现

了新的里程碑式发展。

如果我们回顾过去几年的经验，

就会发现，良好的准备是在欧洲成

功投资的最关键因素。在欧洲做任

何投资之前，都需要一个清晰的战

略。然后，投资者需要知道如何经

营欧洲公司。如果中国投资者还当

它是中国公司来运行肯定是行不通

的。发展必要的软技能，了解欧洲

的商业文化是成功的关键要素。对

于这一点，中国投资者应当寻求专

家意见。就像中国人经常说的那样，

“如果你不知道前面的路，问问那

些已经走过的人”。

organizations in Europe. Some of them

are very successful, others not. What

makes the difference? The successful

companies have understood the

importance of soft skills.

One such example is Lyric Robots Ltd., a

privately owned company in Guangdong

Province and one of the top five suppliers

of customized assembly automation

within China. The company wants its

products to become the preferred

choice for automation equipment in

international markets. Lyric has hired

FinkRen to support them in establishing

a partnership with a strong player in

Western Europe. Such a partnership will

allow Lyric to learn the characteristics

of business in Europe step-by-step,

and to benefit from international talent in

areas such as the Greater Zurich Area.

From here, Lyric will succeed not only in

expanding their business within Western

Europe, but the rest of Europe too.

Another example is Lingyun Industrial

Group in Hebei Province. Lingyun Group

is a leading company in the Chinese

automotive supply industry. In 2012,

it acquired the internationally active

German company, Kiekert Ltd. Since

then, Kiekert has experienced rapid

growth both in sales and profits globally.

Kiekert has developed into the sales and

production bases of Lingyun Group in

Germany, USA, Czech Republic, Mexico

and Russia. And through this investment,

Lingyun Group has reached a new

milestone with more than 10 billion CNY

in revenue.

If we look at the experience gained over

the last few years, being well-prepared is

the most important factor for successfully

investing in Europe. A clear strategy is

needed. Secondly, investors need to

learn how to run a European company;

their company will not succeed if it is run

like a Chinese company. Developing the

necessary soft skills and understanding

European business culture are key

elements to success. And for this,

Chinese investors should seek advice

from experts. As we say in China: “If

you do not know the road ahead, ask

someone who has traveled it.”

20


专访

1. What kind of business is your company doing in the Greater Zurich Area (GZA)? In business terms, how has the experience been so far?

Crown Metals is dealing with Non-Ferrum metal trading. So far I am happy with my stay in Switzerland and also the company has a big breakthrough with Volkswagen in Germany.

2. What have the positive aspects been in terms of lifestyle (quality of life) since moving to/starting operations in GZA?

The people in Switzerland are warm and nice. My family and I are really enjoying the life in Switzerland. Also my son started to attend the nursery school and he feels very good with his classmates. Especially in Zurich and Zug area, where there is huge community of expats, therefore, there is no difficulty in living here.

1. 请问您的公司在瑞士大苏黎世地区（GZA）从事什么

业务，您至今感觉如何？

皇冠金属是从事非铁金属贸易的公司。迄今为止我对生

活在瑞士感到非常开心，公司也在德国和大众的合作中

得到突破，获益匪浅。

2. 在生活方式（生活质量）方面来说，您从开始在 GZA

生活到现在为止的感想是什么？

瑞士人非常友好和热情。因此对我和我的家人来说，我

们很享受在瑞士的生活。而且我的儿子开始在幼儿园上

学，他和同学们的相处也非常友好。重点要提一下苏黎

世和苏格州地区，这里有非常大的外国人社区；因此在

这里生活是毫无困难的。

许奇任职皇冠金属贸易公司的董事总经理，并持有“曼西

大学”（Massy University）新西兰惠灵顿校区的信息管

理和系统开发学士学位。

许奇现主要负责欧洲市场的业务开发和拓展工作，其客户

包括著名的车企大众、宝马和蒂森克虏伯等。许奇有丰富

的跨国公司管理经验，具有全球视野。

Jacky Xu is Managing Director of Crown Metals Trading AG and holds a Bachelor's Degree at Massey University in Wellington Campus of New Zealand, majoring in Communication Management and System Development.

Jacky is in charge of developing and expanding the Europe market. His customers include VW, BMW, and Thyssen Krupp, just to name a few. Jacky has excellent multi-national company experience and is also a manager of global vision.

皇冠金属贸易公司董事总经理许奇专访 Interview with Jacky Xu, Managing Director of Crown Metals Trading AG

Jacky XuManaging Director of Crown Metals Trading AG

许奇皇冠金属贸易公司的董事总经理

21


Interview

3. Did you/your company consider other locations? If so, what ultimately led to the choice of GZA?

Yes, from the beginning, we considered Luxemburg, Netherland and Ireland. But finally we decided to chooce Switzerland, due to:

· Human safety· Strike date / year· Government work efficiency· Worldwide reputation 4. What have some of the biggest challenges been since starting to work in GZA? How would recommend other Chinese investors/companies handle these challenges if they make a similar move to GZA?

Frankly speaking, working in the GZA is so smooth, and does not pose anything big enough to call it a challenge. My family and I are really enjoying life here. But language is always a barrier for me.

I would suggest for investors interested in moving to Switzerland to study up on European cultures before they decide to move.

3. 您 / 或您的公司是否等考虑过其它地方的选址？如果

是，是什么让您最终决定进驻瑞士大苏黎世地区（GZA）

的？

是的，一开始我们曾考虑卢森堡、荷兰和爱尔兰。但是

我们最终决定选择瑞士，是基于以下几个原因：

· 治安状况（人身安全）

· 每年的罢工日期

· 政府工作效率

· 世界范围内的良好声誉

4. 从您开始在瑞士大苏黎世地区（GZA）工作以来您面

临的最大挑战是什么？您会怎样建议其他来到此地的中

国投资者 / 公司来处理这些挑战？

老实说，在瑞士大苏黎世地区（GZA）工作真的是如沐

春风，没有什么能称得上挑战的东西，家人和我都非常

享受在瑞士的生活，但是语言仍是一个比较大的隔阂。

要我提建议的话，我认为投资者在决定来到瑞士之前，

应该多学习一下欧洲的文化。

22


投资领域

瑞士总部 —通往欧洲之门

21 世纪的首个十年见证了瑞

士成为全球跨国公司国际和

区域总部的首选之一。跨国

公司将瑞士作为其基地管理业务，

同时还在瑞士设立共享服务中心和

生产点，这一趋势日益增长。瑞士

拥有创新枢纽的盛誉，因此越来越

多的研发中心也开始建立在瑞士。

目前，该国已成为许多世界 500 强，

中小型公司以及各行业领域创业型

公司通往欧洲的大门。中国和瑞士

最近签署了自由贸易协定（FTA），

该协定将在 2014 年 7 月 1 日生效，

这将极大地推动这一趋势的发展。

“这不仅仅是一项 FTA——这是

一扇大门，”普华永道（PwC）在

其编纂的一份报告中宣称（普华永

道国际有限公司为其子公司的运营

提供保障）。2014 年 5 月在毕马

威（KPMG）网站上发表的一篇文

章也表达了同一观点：“加上 2012

年 10 月生效的瑞士——香港新双

重征税协定，瑞士现在成为中国大

陆或香港公司总部位置的首选，是

它们通往欧洲的理想大门。”

中瑞两国建立 FTA 是获益之选，

其中一个主要原因是它与欧盟之间的

联系，据以 Esther Kessler，苏黎世

大学应用科学院国际商业的高级讲师

说道。瑞士本身不是欧盟成员国，但

作为欧盟最强大的经济体之一——连

续六年位列全球最具竞争力经济体之

一——它对欧盟成员国具有强大的影

响力，与欧洲大陆密不可分。瑞士和

欧盟间达成得一系列双边协定界定了

双方的关系；通过瑞士联邦所采用的

各种欧盟法律条例使得瑞士能够参与

到欧盟的单一市场。中瑞 FTA 对欧

盟成员国而言是非常强烈的信号，

使得他们进一步提高与中国的贸易

合作及对中国的投资，Kessler 说。

Swiss Headquarters – Your Gateway to Europe

By Claire van den Heever

23


Investment Sectors

Swiss Headquarters – Your Gateway to Europe

The first decade of the twenty-

first century has seen Switzerland

become one of the world’s top

locations for housing the international and

regional headquarters of multinational

companies from around the world.

Along with using Switzerland as a base

from which to manage their operations,

multinational firms are also showing a

growing trend towards setting up shared

service centers and manufacturing

sites here. Because of the reputation

as an innovation hub, more and more

centers for research and development

(R&D) are being established within

Switzerland as well. Today, the country

is a gateway to Europe for many Fortune

500 companies, small-and-midsized

companies, as well as start-ups from

virtually every industry sector. China and

Switzerland’s recently implemented free

trade agreement, which took effect on

1st July 2014, is only expected to fuel

this trend.

“It’s not just any FTA – it’s a gateway,”

declared a report compiled by PwC, the

umbrella under which the member firms

of PricewaterhouseCoopers International

Limited operate. A May 2014 article

on KPMG’s website indicated it held

the same view: “Together with the new

Double Tax Treaty between Hong Kong

and Switzerland that entered into force

in October 2012, Switzerland is now a

top headquarter location for Chinese

or Hong Kong companies as an ideal

gateway to Europe.”

One of the primary factors that makes

China’s establishment of the FTA with

Switzerland a good choice is its links

with the European Union (EU), according

to Esther Kessler, a senior lecturer in the

24


投资领域

瑞士吸引跨国公司在本国成功

设点存在几个原因。根据瑞士美

国商会和波士顿咨询集团联合进

行的一项研究指出，“ 当谈到吸

引跨国公司，瑞士不仅拥有诀窍，

还设立标准。” 瑞士为跨国公司

提供优势商业环境，反之，跨国

公司为瑞士经济做出重要贡献：

这是一个双赢的局面。“ 在这些

双赢背后，”该报告继续指出，“双

方共享的焦点是研发和创新。”

R. James Breiding 是《瑞士

制造——瑞士成功背后不为人知的

故事》一书的作者。在对其进行的

一次访谈中，当谈到外国跨国公司

落户瑞士数量益增时，他解释道：

“ 谷歌雇员最近将苏黎世选为该

公司最具有吸引力的分公司目的

地，苏黎世当地的雇员也被昵称

为‘Zooglers’。瑞士的各个城

市因其生活质量——知识型产业关

键标准在国际上频频位列前茅。

这些优势，与新的 FTA 结合

在一起，吸引了更多跨国公司在

瑞士设立办公场所或总部，尤其

是中国公司。毕马威对 FTA 的一

些影响作出澄清如下：“ 自由贸

易协定签署之后，中国工业产品现

存的瑞士关税将会取消。同样地，

瑞士对中国工业出口的大部分产

品也会享有部分或全额关税豁免。

FTA 同时也包含了农业和食品产

品的关税优惠。”

有权享有这些关税优惠的产品

必须原产自瑞士或中国。一般而

言，这取决于产品的具体类型。瑞

士或中国生产商需确保这些产品

包含高达 40% 至 70% 的本国成

分，或至少使用了所规定生产流程

的其中之一。这些细节对确保 FTA

department of international business at

Zurich University of Applied Sciences.

Switzerland itself is not a member of the

EU, but as one of Europe’s strongest

economies – and with a ranking of the

world’s most competitive economy for

the sixth year in a row – it has plenty of

influence on EU member states, and

within the continent as a whole. A series

of bilateral treaties frames the relationship

between Switzerland and the EU, and

the adopting of various provisions of

European Union law by the Swiss

Confederation allows Switzerland to

participate in the Union's single market.

The China-Switzerland FTA sends a very

strong signal to EU countries to further

increase trade and investment with

China, says Kessler.

There are several reasons that

Switzerland has been successful in

attracting multinational companies.

According to a joint study conducted

by the Swiss-American Chamber of

Commerce and the Boston Consulting

Group, “When it comes to attracting

multinational companies, Switzerland

not only has the know-how, it also sets

the standard.” Switzerland provides an

advantageous business environment

for multinational companies and, in turn,

multinational companies make significant

contributions to the Swiss economy.

It is nothing if not a win-win situation.

“Underlying these mutual benefits,” the

report continues, “is a shared focus on

R&D and innovation.”

In an interview about the increasing

number of foreign multinationals

relocating to Switzerland, author of

Swiss Made – The Untold Story behind

Switzerland’s Success, R. James

Breiding explains: “Google employees

recently elected Zurich as the most

attractive destination network of the

company and their local employees are

fondly called ‘Zooglers’. Swiss cities

are frequently at the top of international

rankings for quality of life – critical

criterion for knowledge-based industries.”

These advantages, in combination with

the new FTA, has made setting up

offices or headquarters in Switzerland a

25


Investment Sectors

提供两国认可的公平贸易领域非

常重要。中国长久以来便是瑞士重

要的合作伙伴。FTA 更进一步促

进这种贸易关系，并拓展了双方的

贸易联系。毕马威 2014 年 5 月的

一篇文章报道：“中国是瑞士在亚

洲的最大工业产品贸易伙伴，而

瑞士则是中国的第七大贸易伙伴

及在欧洲的第六大外资来源地。”

普华永道的报告解释了如下

情况即通过改变公司在采购和

制造方面的价值链，从而可满足

FTA 准入国的各项处理规定，进

而可显著节省关税。通过这样做，

该报告继续解释，“ 中瑞 FTA 更

进一步充分解锁三边贸易机会。

这拓宽了对中国和瑞士的市场准

入以及各自的 FTA 网。”

瑞士和中国的三边 FTA 网络

所包含的国家遍布全球，从印度

到冰岛，再到柬埔寨和加拿大，

该网络使得大量全球市场触手可

及。当然，在完成商业和价值链

变革之前，需要进行仔细规划和

深度分析，但若处理得当，它们

会呈现出巨大的商业潜力。这也

高度彰显了“ 为价值链中的每个

因素选择‘正确位置’的重要性，

包括位于欧洲和亚洲的全球或区

域总部，”普华永道的报告分析道。

中国和瑞士 FTA 的冲击无疑是巨

大的：“FTA 所有的一切通过为

跨境贸易建立自由贸易入口重铸

了国际贸易格局。”

除 FTA 这一巨大网络的明显

潜在优势之外，因双重征税协定

（DTA）的存在，瑞士对跨国企

业在欧洲建立总部也极具吸引力。

DTA 的建立是为了避免对公司及

个人在两国的收入进行双重征税，

great deal more appealing for Chinese

companies in particular. KPMG clarifies

some of the implications of the FTA:

“With the Free Trade Agreement, existing

Swiss tariffs on Chinese industrial

products will be abolished. Likewise, the

vast majority of Switzerland’s industrial

exports to China will enjoy full or partial

tariff dismantling. The FTA also includes

tariff benefits for agricultural and food

products.”

The products that are entitled to these

preferential duties must originate from

either Switzerland or China. Generally

speaking – and depending on the

specific type of product – Swiss and

Chinese producers will need to ensure

that products contain 40 to 70 percent

local content, or that one of several

stipulated manufacturing processes has

taken place. Such details are important

in order to ensure that the FTA provides a

regulated playing field that is recognized

by both countries. China has been an

important trading partner for Switzerland

for some time, and the FTA enables it

to go a step further and expand their

commercial ties. KPMG’s May 2014

article reports, “China is Switzerland’s

largest trade partner for industrial

products in Asia, while Switzerland is

China’s seventh largest trade partner

and the sixth largest source of foreign

investment in Europe.”

PwC’s report explains that by changing

your company’s value chain – in terms

of sourcing or manufacturing – to meet

the processing regulations laid out in the

applicable FTA of the gateway country,

significant duty savings can be achieved.

In doing so, the report continues, “the

China-Switzerland FTA further unlocks

ample opportunities for trilateral trade.

It widens your market access to China

and Switzerland and their respective FTA

networks.”

Switzerland and China’s trilateral FTA

networks include countries all over

the world, from India to Iceland, and

Cambodia to Canada, allowinga large

number of global markets to be within

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投资领域

例如在瑞士具有总部或分支的中

国公司。它们也协助跨境经济交

易更为顺畅同时更具成本效益。

瑞士与 90 个国家签订了 DTA，

这使得效率低下及成本昂贵的征

税流程成为过去。

事实上，国家极具竞争性的税

率是其自身独有的优势。根据毕

马威 2014 年 8 月对瑞士作为投

资目的地的报道中指出，瑞士的

中心位置，具有高度竞争性的商

业环境及优惠的税收体系，这些

是吸引国际公司至该国落户的主

要原因。“ 极具竞争性的公司税

收及适用的赋税优惠期通常即代

表了商业的显著诱因。另外，瑞

士税务机关以合作性及业务导向

性而闻名，其税务裁定可在几周

内即可获得，这使得公司可在其

投资前即可确定其课征方式。”

该报告澄清道。

瑞士从地理上及政治上可有序

分为 26 个不同的行政区，这相当

于在联邦体系下美国的州。公司

税的实施以行政区为基础，各不

相同。事实上，与其他包含瑞士

主要城市（如伯尔尼和日内瓦）

的区相比，苏黎世州的公司税更

低，这也是大苏黎世地区（包含

了大部分的苏黎世州）比其他地

方能够更快吸引中国投资。同时，

它也被誉为苏黎世欧洲大都市区

（EMRZ）, 它也是欧洲经济实力

最强的地区，同时也是瑞士的经

济中心。

瑞士成为跨国公司商业选址的

“哈罗斯（英国哈罗斯百货商店）”，

根据瑞士美国商会和波士顿咨询

集团进行的一项联合研究指出。哈

罗斯是世界闻名的高端百货商店，

reach. Naturally, careful planning and

in-depth analysis is required before

implementing business and value

chain transformations, but if done

properly, they present huge potential

for businesses. This also highlights

“the importance of selecting the ‘right’

location for each element in the value

chain, including your global and regional

headquarters in Europe and Asia,” PwC’s

report emphasizes. The impact of China

and Switzerland’s FTA is nothing short

of immense. “All in all the FTA recasts

the international trade landscape by

establishing a free trade gateway for

cross-border trade.”

In addition to the obvious potential

advantages of such a vast FTA network,

Switzerland is an appealing location for

establishing European headquarters

because of the number of double

taxation agreements (DTAs) it has

negotiated. DTAs are established to

avoid double taxation of corporations

and individuals generating income in two

countries, such as Chinese firms with

headquarters or branches in Switzerland.

They also assist in making cross-

border economic transactions smoother

and more cost effective. Switzerland

has DTAs with 90 countries, making

inefficient and costly taxation procedures

a thing of the past.

Indeed, the country’s competitive

taxation rates are a draw card in their

own right. According to an August 2014

report by KPMG regarding Switzerland

as a destination for investment, its central

location, highly competitive business

environment, and favourable tax

regime are all responsible for attracting

international corporations to the country.

“The competitive corporate taxation as

well as available tax holidays generally

represents significant incentives for

businesses. Furthermore, the Swiss tax

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Investment Sectors

这一比喻带有褒义，非常恰切。

哈罗斯代表了“ 国家对吸引外资

和发展其自身商业措施的标准”，

该报告解释道。而且，随着时光

的流逝，若哈罗斯的完美声誉及

其全球成功即是其拥有的所有，

那对瑞士而言，这仅是它的开始。

authorities are known to be cooperative

and business orientated and tax rulings

can be obtained within weeks, providing

corporations with certainty on the tax

treatment prior to their investment,” the

report clarifies.

The country is geographically and

politically organised into 26 different

cantons, which are the equivalent of

states within a federal system such as

the United States. Corporation taxes

are also implemented on a canton by

canton basis. The fact that the Greater

Zurich Area offers lower corporate tax

rates than other cantons containing

major Swiss cities (such as Bern

and Geneva) is one reason that the

Greater Zurich Area – which includes

most of the Canton of Zurich – is

quickly attracting Chinese investment

across several sectors. Also known

as the European Metropolitan Region

of Zurich (EMRZ), it is one of Europe’s

economically strongest areas, and

Switzerland’s economic hub.

Switzerland has become the

"Harrods" of business locations for

multinational companies, according

to a joint study conducted by

the Swiss-American Chamber of

Commerce and the Boston Consulting

Group. The world famous upscale

department store makes for a flattering

– but apt – metaphor. Harrods

represents “a standard against which

countries interested in attracting

foreign investment and developing

businesses measure themselves,”

the report explains. And, if the

store’s flawless reputation and global

success are anything to go by, this is

only the beginning for Switzerland.

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Greater Zurich Area Invest In Special Edition

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