I attended a lunch today, around the theme of Chinese investment into the UK.
It was graciously organised by Douglas Clark, director at RSM Tenon. RSM Tenon bills itself as “one of the most progressive and entrepreneurial professional services firms in the UK today”. The lunch brought together a loose coalition of individuals interested in advising Chinese firms investing in the UK. These individuals network on a semi-regular basis and Douglas has done a fine job of nurturing a sociable and interesting group.
A lot of the conversation at the lunch centred around how to capture the China “outbound investment” market.
NB: for me, viz-a-viz China, “outbound investment” means Chinese investing in foreign countries and “inbound investment” means foreigners investing into China.
The China outbound investment market for the UK is definitely attractive. At the lunch, the figures quoted by Courtney Fingar, the editor of fdi magazine, an offshoot of the FT Group, were promising (a 900% increase in 2007, a blip in 2008 and upwards since then). Ms Fingar also took us through some noteworthy statisics on Chinese investment in the UK, suggesting that technology-intensive industries are a particular target of Chinese investors (consistent with their apparent desire for acquiring cutting-edge IP rights).
All that said, the China outbound investment market is a reasonably tricky one to tap right now for advisers based in the UK.
My experience is that, at the top end, Chinese firms will appoint premier global advisers such as Goldman Sachs, Deutsche Bank, KPMG, PricewaterhouseCoopers and UK “Magic Circle” or US “White Shoe” law firms. Not unlike any other top-end corporation in any other part of the world. But, in the smaller to medium-end, they will go with people with whom they have direct connections, relying on “word of mouth” referrals. Many times, those connections will be Chinese nationals who have moved to the UK.
I don’t see that this differs much from the approach that foreign investors adopted when investing into China initially. So, let’s look back on the history of that over the last few years. At first, there was a reluctance for such “foreigners” to deal directly with local Chinese advisors, because the cultural gap was perceived as too big. Also, and I will say this based on what I heard at the time, the perception was that there was not sufficient knowledge within Chinese advisory firms as to what foreign companies wanted or needed.
Time passed however, and things changed dramatically. Many foreign investors hired local Chinese advisors with more than satisfactory results. In fact, some comments I have heard are to the effect that, since these are the guys who know China, why not hire them directly and save costs without hiring a foreign intermediary?
Admittedly, I have an interest in maintaining the appeal of foreign advisors continuing to advise foreign investors into China. I am one.
But I don’t fool myself that we can continue to do so without offering something that a local Chinese firm can’t. I describe my services as being a chain in a link, someone who understands China from the perspective of a foreigner and has years of experience and empathy dealing with foreign investors into China. Some clients feel they would like – and indeed need – that link. But I assume not all feel the same way.
So from the perspective of trying to appeal to Chinese investors into the UK, well, prospective advisers could perhaps put themselves in their shoes, with the understanding gained from the years of advising on inbound investment into China. Many Chinese investors initially would like to deal with familiar faces and be able to conduct meetings in their own language, so they seek out Chinese nationals who have experience setting up investments in China. Yet in time, Chinese investors will discern names they can trust who are not necessarily Chinese and as they grow in sophistication towards another culture.
If you want to draw comparisons between both types of investments (inbound vs. outbound), the major shift towards using purely “foreign” advisors on “foreign” deals may be some time away for Chinese firms. However now is a good idea to start capitalising on it and positioning for it, in much the same way that Chinese advisers did so with regards to foreign investments into China.
Therefore, the main message I have to those seeking to UK advisers wishing to capitalise on the Chinese outbound investment market is :
- secure someone Chinese to assist or spearhead marketing for you and make sure they stay on the deal team;
- ensure you maintain someone local to do the necessary liaison with government etc;
- to build the bridge in the meantime, until we evolve towards Chinese firms becoming familiar with UK advisers, liaise closely with Chinese nationals working in the UK (or your relevant jurisdiction) who can act as a link in the chain and provide you with referrals;
- if you are not full-service, team up, just as Douglas Clark has done with his networking group of international advisers.
The bottom line is that we have seen it before, just going the other way. We should not ignore the lessons that arose for foreign advisory businesses when it came to foreign inbound investment into China.
And if we have learned anything, then all advisers should be modifying our China “inbound investment” businesses (being more specific about what we offer) whilst expanding our China “outbound investment” businesses.