China Consulting

The expertise of a Glasgow-based consultant is helping companies in Scotland grow their business in the world's most dynamic economy, China

Crystal Pan, who came to the UK from China in 1999 to study, runs workshops and in-house training courses which tap into the increasing thirst for knowledge on China.

Her specialist ability covers all aspects of Chinese life with particular emphasis on the country's distinctive business and social etiquette. And she also offers lessons in Mandarin and Chinese traditional military strategy among other subjects.

She quickly made her mark in Scotland since her first presentation at a China-Britain Business Council Seminar in 2004. She has also become a regular contributor to BBC broadcast discussions on Chinese affairs.

As a qualified professional interpreter, Crystal has had the privelege to act as the interpreter for the Scottish Government amongst a variety of public bodies and private sector companies when recieveing Chinese VIP, official and business delegations.

Crystal's translation services have covered a wide spectrum of industries ranging from electronics, life sciences, bio-technology, education, finance,arts, politics, whisky to agriculture. Her technical knowledge and experience are complimented by her insights into the cultural nuances of Scotland and China.

Subsequent clients have included  The Royal Bank of Scotland, Scottish Development International, various councils as well as SMEs and colleges across Scotland.

Market opportunities

 
In 2005 she set up her own business, Crystal Pan-China Consulting, in Glasgow. Apart from cultural training, Crystal offers specialised consulting services targeted at businesses and organisations trying to establish a presence in China. She has advised companies entering the market on the optimal strategy and legal entity, be it a representative office, a JV (joint venture), a WFOE (wholly foreign owned enterprise or a FICE (foreign invested commercial enterprise).

If need be, she will deal directly with clients' suppliers in China or use her contacts in the country to act accordingly.

Patient preparation

"China has become much more open and competence based," said Crystal, whose family lives in the Guizhou province in South Western China.

"But you can't use the traditional western model of doing business in China. Over and above the need for a quality product, the biggest hurdle still remains securing access to the key players and developing excellent interpersonal relationships.

"While this can take a long time to achieve, you can be sure that business will follow once a bond of personal trust and respect has been established.

Common outlook

"Scots are suited to doing well in China where hospitality plays such an integral part in the conduct of business."

Crystal, whose partner is Scottish, contrasts Chinese society with her own experience in Scotland. She explained: "I've been very taken by the way that people in Scotland are so amenable to giving incomers like myself the chance to quickly establish ourselves in the local community."

Given her keenness to promote wider bilateral cultural and business links between Scotland and China, organisations have much to gain if they engage her support to help them expand into the Chinese market.

More information

• www.crystalpanchinaconsulting.co.uk