专访北大汇丰商学院朱兆一：中东市场存在少量泡沫但具有长期潜力，中企精耕细作方能立足

Core Insights - Chinese companies are entering a mature phase of overseas expansion, with the Middle East emerging as a key market. The phrase "if you don't go abroad, you will be eliminated" reflects the reality for many Chinese enterprises [1][3] - PwC's survey indicates that Saudi Arabia and the UAE are the top investment destinations for Chinese companies in the Middle East, attracting 84% and 79% of respondents, respectively [1][3] Stage of Overseas Expansion - The overseas expansion of Chinese companies can be divided into three stages: 1. Resource-based expansion (1990s to around 2010) focused on acquiring minerals and oil to meet domestic needs 2. Asset acquisition (represented by companies like Wanda, Alibaba, and Tencent) aimed at acquiring high-tech companies in Europe and the US, but with limited impact on global capacity layout 3. Capacity output and localized operation, driven by domestic capacity saturation and increased enterprise maturity, with Southeast Asia, the Middle East, and Central Asia as the main battlegrounds [4] Characteristics of Key Middle Eastern Markets - The Gulf Cooperation Council (GCC) countries, particularly the UAE, Saudi Arabia, Kuwait, and Qatar, account for over 95% of the Arab Peninsula's economic output. Each has unique characteristics suitable for different types of Chinese enterprises [5] - For instance, Kuwait has lagging infrastructure, making it suitable for construction and engineering firms, while the UAE is known for its high openness and favorable policies for technology and e-commerce companies [5] Changes in Chinese Companies' Approach - Post-pandemic, there has been a shift from large state-owned enterprises targeting massive projects to a rise in localized entrepreneurship, with some companies establishing headquarters in Dubai and maintaining operational teams locally [7][8] Impact on Local Ecosystem - Chinese companies are contributing positively to the local ecosystem in the UAE by diversifying and internationalizing the economy, transferring technology, and forming stable partnerships with local teams [8] Essential Traits for Success in the Middle East - Successful Chinese companies in the Middle East share three key traits: 1. Reliable local partners familiar with regulations and resource connections 2. A well-structured team combining Chinese core members, local labor, and capital 3. Thorough localization efforts, including in-depth market research and product customization [10] Market Dynamics and Competition - Many sectors in the Middle East are becoming competitive ("red ocean"), and companies are advised to explore opportunities in neighboring countries like Oman and Kuwait rather than solely focusing on the UAE [11] - The complexity of the Middle Eastern market, including hidden rules and high customization requirements, presents challenges for Chinese companies, which must rely on product strength and operational efficiency to compete [12]