「志在創業– 設計與創意工業」2009課程 - Hong Kong Design Centre

Choosing Customer Strategically
挑 選 客 戶 有 策 略
“Running a company requires you to take full responsibility
in charting the courses and picking the right clients without
leaving decisions to fate and heaven’s will.”
「 你 要 令 公 司 運 作 , 便 有 責 任 去 計 劃 所 有 的 路 , 選 擇 合 適 的 客 戶 ,
而 不 是 聽 天 由 命 , 望 天 打 卦 。」
Tommy Li, Creative Director of Tommy Li Design Workshop Ltd
李 永 銓 設 計 有 限 公 司 創 作 總 監 — 李 永 銓
The design industry depends on a star system in which
people struggle to make any headway. Tommy Li, a
renowned brand designer, understands this very well.
Since he started his business over twenty years ago, he
has always picked his clients strategically, ensuring his
stardom. Recognising PRC market as the future, he has
spent the past eight years reading hundreds of books
on China, simply to equip himself with the necessary
knowledge to win over reputable clients.
“Your choice of client will determine your design style. I
am very clear about what kind of clients to take on and
through whom my name can be promoted,” said Tommy,
who has always looked for clients that can help develop
his business. He will do two-year projection on trends,
staying on the cutting edge so as to be the one who can
always reap the first benefits.
Anticipating a boom in the Hong Kong telecom industry
many years ago, Tommy prepared well in advance and
succeeded in engaging projects with One-2-Free and
1010. Seeing the rapid rise in IT worldwide, he also
sought collaboration with tom.com and i-cable. From
2000 to 2003 when Hong Kong underwent an economic
downturn, Tommy took on infrastructure accounts such as
the MTR and West Railway, knowing that was where the
government would place its priority in job creation. He
understands after the financial tsunami, the retail industry
will first rebound. His company should be prepared for
such market turnaround. “You are not only doing design.
You run a company. As the company commander, you
are responsible for charting all its courses. Don’t leave the
decision up to fate or heaven’s will. You cannot count on
luck to get your clients,” said Tommy.
Tommy Li chooses his clients using
“portfolio diversification” and
“quality over quantity”
strategies. Currently,
his clients are
scattered
throughout
Hong Kong, Mainland, Italy and Japan. Every
client has been carefully selected. For instance,
he is now the Asia Pacific region consultant for
three top Italian fashion brands.
Although Tommy is a renowned designer, he is
still very cautious in pursuing the PRC market.
“The more I know about the PRC market, the
more frightened I am. Because the history
and culture of each province is so different.
Beijing and Shanghai are like two different
worlds. I have spent eight years in renewing my
understanding of China. I have read about 500
books on China, all sharing one single purpose,
to learn her history,” he said.
Why so serious about it Because to get the
best mainland clients, you first have to know
how to “chat”. Tommy commented that dining
out with mainland clients can last for a few
hours due to the chat. Beijing’s clients mostly
talk about history, Shanghai clients enjoy
political gossips and clients from Hunan love
to talk about Mao. If you cannot join in the
conversation, you will become “Sanpei” (three
types of companionship-eat, drink and listen),
which is hopeless in pursuing business. To
develop common topics with mainland clients,
Tommy has to keep up with his readings and
build up his knowledge.
“Knowledge and information rule. Don’t assume
every Mainlander loves cigarettes, alcohol,
and karaoke. The new generation of Chinese
CEOs has received advanced education and
has plenty of insights to offer. I once had a
dinner with clients from Beijing, among them
were three CEOs who during three hours of
conversation had their topics centered only
on readings and reviews. It’s amazing. We
better equip ourselves before entering the PRC
market,” said Tommy.
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