By Lee, Jeong-eun
■ Strategy for Entering Chinese Market
Samsung Opens Chinese People's Minds with Social Contribution Activities
"To be loved from Chinese people, and to contribute to Chinese society is Samsung's main aim to achieve its sustainable growth in China."
Chinese market is attractive to Korean firms due to lower prices in marketplaces, 1.3 billion people in domestic market and geographically close access. However, a lot of Korean conglomerates and small businesses had hardships when they just entered the market. Many of them gave up already. One of the reasons is Chinese people don't open their mind towards unfamiliar companies and products.
"Chinese people are unfriendly towards outsiders. Advancing into the Chinese market, it is essential to be familiar to Chinese people," one of Samsung's regional experts said.
Samsung has tried to open Chinese people's mind with sponsoring events and social contribution activities since 1985.
Until today, Samsung is making great contributions on education, social welfare, farming and environment in China.
Samsung established 20 'Schools of Hope' in 16 provinces last year as the project has started since 2005. Also Samsung conducted free cataract surgeries to 6,150 patients for 3 years since 2007.
Moreover, Samsung Group made a donation to the earthquake victims in Schun Province and built 10 schools in partnership with the Red Cross in China. Also Samsung donated 200 computers to the schools and opened a computer class for children.
Samsung's social contribution activities will be continued this year. Samsung will increase the 'Schools of Hope' up to 100, and continue to conduct free cataract surgeries. Also it will establish an institution for the disabled, and build schools for training guide dogs for the deafs in China. To supporting rural area, Samsung going to build fish farms and hog farms.
Samsung Group also actively supports national events in China. It was a good example that Samsung officially sponsored the Beijing Olympics last year. Besides, Samsung built Samsung Digital Fountain ahead of Guangzhou Asian Games in November this year. On 16 April 2010, it supported the opening of the Asian Express Train which travels between Hong Kong and Guangzhou.
Also Samsung is making contributions on Chinese culture. For example, it donated Large Format Display(LFD) system which is one of electronic display systems, to the exhibition hall of the First Emperor's Terracotta Army, one of China's most prized archaeological treasures.
"I guess it will take long time to get closer with Chinese retailers," one of Samsung officials in China said. "But I hope that entering Chinese market will be easier in near future as Samsung becomes a familiar brand to China," he added.
nvcess@ajnews.co.kr
[아주경제 ajnews.co.kr] 무단전재 배포금지
