Invest In Greater Zurich Area Special Edition
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Transcript of Invest In Greater Zurich Area 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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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
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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
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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
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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
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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
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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
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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
Invest In specIal edItIon
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
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Invest In specIal edItIon
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
Invest In specIal edItIon
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
Invest In specIal edItIon
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
Invest In specIal edItIon
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
Invest In specIal edItIon
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
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Invest In specIal edItIon
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
Invest In specIal edItIon
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
Invest In specIal edItIon
Interview
18
Invest In specIal edItIon
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
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Invest In specIal edItIon
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.”
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Invest In specIal edItIon
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
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Invest In specIal edItIon
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。
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Invest In specIal edItIon
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
Invest In specIal edItIon
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
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Invest In specIal edItIon
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
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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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Invest In specIal edItIon
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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投 资 领 域