Dragon News (Nr 4, 2014)

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Member Magazine for the Swedish Chambers of Commerce in Hong Kong and China
No.04
2014
No way back for
the Shanghai FTZ
Even if the Shanghai Free Trade Zone has yet to live up to expectations,
China has given positive signals in terms of carrying out the major
reforms that the country needs in order to move forward.
22
Ulf
Söderström
Expecting
solid growth
in China
24
Ida Collins
Baking from
the heart
28
Jan Carlzon
Leadership
by love

24
10
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Swedish Chamber of Commerce in Hong Kong Swedish Chamber of Commerce in China
CONTENTS No.042014
4
8
38
22
Editorial
Snippets
Chamber news
Cover story:
No way back for the Shanghai FTZ
10
6 Opinion: Claes G Alvstam
22 Executive talk: Ulf Söderström
Feature: Jan Carlzon28
Chamber activities in Shanghai34
24 Young Professional interview:
Ida Collins
32 Chamber activities in Beijing
48 After hours
28
42 New members
50 The chamber and I:
Members view on internet
30 Chamber activities in Hong Kong
Chamber activities in Taipei36
DRAGONNEWS • NO.04/2014 3

Dear Reader,
This issue of Dragon News deals with China’s
future. Will the China Dream have a positive
impact on Swedish businesses operating in
the country? What can be expected to happen
over the next two or three years?
We know all too well the challenges
currently facing foreign companies and
foreign-invested companies in China: open
or hidden barriers to trade, bureaucratic
obstacles, visa issues, IP theft and pirating,
lack of rule of law and enforcement of
arbitration awards and court decisions,
internet and media censorship, investigations
from the NDRC and the IAC of foreign-
invested companies while domestic companies
seem to get off the hook (at least according
to the European Chamber of Commerce),
unreasonable joint-venture partners,
corruption, lack of breathable air, general
pollution of water and soil, lack of food
safety, financing problems, rapidly increasing
salaries and other costs, customs procedures,
lower margins and a general slow-down of
the economy. All these issues are making it
difficult to do business in China, as well as
making it hard for China to integrate with the
globalised economy.
But let’s focus on the bright side and see
if there is good news. The sad condition of
the environment and investment programmes
in the healthcare sector have created huge
EDITORIAL
Clouds – but are there silver linings?
business opportunities for Swedish companies,
which have a good reputation in these areas.
Concerns about food safety situation also
means there are good opportunities in terms
of food and water exports. Meanwhile, the
anti-corruption campaign may well pave
the way for a more level-playing field, more
transparent competition and benefits for
customers and businesses.
The Pilot Free Trade Zone (FTZ) in
Shanghai that was introduced more than a
year ago promised much, but has so far fallen
short of the promises made. The FTZ was felt
by some to be a threat to Hong Kong’s role as
China’s international financial centre, but that
has failed to become an issue, at least in the way
it is presently operating. For this to change, a
radical overhaul of the FTZ would be necessary.
As for Hong Kong, its role is threatened
by the white paper issued before the summer
that stated – more or less – that Hong
Kong is simply another city in China,
while also describing Hong Kong judges as
administrators who should be patriots. The use
of the word “administrator” was later blamed
on a translation error, but no clarification
has been given regarding the use of the word
“patriotic”. If the standards historically set by
many mainland judges were to be adopted in
Hong Kong, the territory’s unique selling point
as a bastion of rule of law would be voided.
Contrast this with the reports from
the Fourth Plenum, which suggest that we
can look forward to a more efficient and
professional – although not independent –
judiciary. Wouldn’t it be ideal if the rest of
China could, rather, learn from the example
of Hong Kong?
The protest movement raises the
question of whether democracy is really
such a threat? It has been claimed that the
poorer segments of Hong Kong’s population
are not ready for it. There are many reasons
such a statement doesn’t hold water. To take
Sweden alone, we have had a system of one
person/one vote for almost 100 years – since
a time when the country was far from being
as developed as it is today – and business is
thriving. Switzerland has an even more direct
democracy, with frequent referendums on very
minor issues, and it has not suffered severely
economically as a result. Both countries have
very little social unrest. Illegal protests and
disturbances can be dealt with efficiently as the
governments have been democratically elected
and have popularly supported mandates rule
together with genuine accountability.
Why not let Hong Kong develop into a
Pilot Free Democracy Zone (FDZ) in China?
China would not have much to fear from
such an experiment, and it would be in line
with most Hongkongers expectations, making
it easier for them to love Hong Kong and love
the country.
Katarina Nilsson
Chairman
Swedish Chamber of
Commerce in China
Ulf Ohrling
Chairman
Swedish Chamber of
Commerce in Hong Kong
4 DRAGONNEWS • NO.04/2014

The 10 member countries of the Association of
Southeast Asian Nations (ASEAN) need to climb
the value chain and to reduce their present
dependence on exports, says Claes G
Alvstam, who analyses the chances
that the ASEAN countries will
reach further agreements
with their neighbours.
TEXT: Claes G Alvstam, claes.alvstam@handels.gu.se
ASEAN:
Yesterday,
today and
tomorrow
Dr Claes G Alvstam holds the Ragnar
and Torsten Söderberg rotating chair in
economic sciences, and is a professor
of international economic geography at
the School of Business, Economics and
Law at the University of Gothenburg,
Sweden. He is also currently Director
of its Centre for International Business
Studies, and has published widely
within the fields of international trade,
foreign direct investment, international
business and economic integration
in Europe and Asia. He has also been
visiting professor at universities in
China, Japan, Malaysia and Thailand.
Income per capita
GDP in Singapore is 22
times greater than in Laos.”
in the years since, and it is clearly possible that a “single ASEAN
market” may be as remote when the organisation celebrates its half-
century jubilee in 2017, as it was when the AEC was first formulated.
What are the biggest political and economic challenges for this
community of 620 million people, with an economy that is 25 per cent
larger than India’s in nominal terms? As usual, the grand geopolitical
picture is complex – a mixture of social differences and economic
and commercial realities. ASEAN’s intra-regional trade during its 47
years of existence has increased from 15 per cent to about 28 per cent.
This modest achievement is even less impressive on consideration that
the lion’s share of this intra-regional trade actually takes place within
the Indonesia-Malaysia-Singapore “triangle”, and that the efforts to
integrate less-developed member states have been far too slow. Vietnam
provides the only example of a higher rate of growth in terms of
foreign trade, but it started out from a lower level.
In the absence of an efficient multilateral trade order – that is
the World Trade Organisation (WTO) – that is able to strike global
deals and promote liberalisation of trade in goods and services, various
regional free trade agreements (FTAs) and broader economic partnership
agreements have mushroomed in the Pacific Asia. ASEAN’s own FTA,
the AFTA, which was introduced almost 25 years ago, has certainly seen
in progress in several areas, but implementation has in general been too
slow, dashing the hopes and exceptions of new members.
Even though it is conventional wisdom that China is increasingly
becoming the region’s chief engine of economic and political power,
it should be seen in relation to the parallel stagnation and decline of
Japan. Given that decline, the People’s Republic of China (PRC) has
been eager to forge closer economic bonds with its regional neighbours
through far-reaching bilateral trade agreements – for example, the
ASEAN-China Free Trade Area (FTA).
In the most recent APEC meeting, President Xi Jinping signalled
that the sprawling areas covered by AFTA and the Pacific (FTAAP)
should be given higher priority. This initiative incorporates almost the
entirety of the Asia-Pacific and is a pipedream, at least in the short
term, but its symbolic significance for Chinas in terms of cementing its
regional dominance should not be underrated.
At the same time, China wants to avoid being
out-manoeuvred by the US-led initiative Trans-
Pacific Partnership (TPP), a trade deal that includes
12 countries, but is reluctant to face the fact it could
feasibly become a reality. The prospects of success for
the TPP are realistically low, but it has nevertheless
already impacted the landscape of free trade areas
in the region. Besides dividing ASEAN, only four
member states – Brunei, Malaysia, Singapore and
Vietnam – have joined the talks. This has led to uncertainty about the
positions of other important regional trading powers, such as South
Korea, Hong Kong, Taiwan and India.
From an ASEAN perspective, long-term strategy for further
economic integration is lacking. Should China be seen as a “threat”
or an “opportunity”? Should the organisation give priority to an
ASEAN+3 (the PRC, Japan and South Korea) and in the longer term
an FTAAP, or would the strategy be better formulated to aim at TPP
membership for the presently excluded member states? An additional
issue is the lack of consensus on the complex territorial conflicts in the
South China Sea. The same applies to Sino-Japanese antagonism over
the Diaoyu/Senkaku islets.
Meanwhile, the major transformation that has undergone
the Asian economies over the past decade is a shift in the terms of
2015The year, when the highly
ambitious project of creating an
ASEAN Economic Community
(AEC) is supposed be launched.
The ASEAN countries consist of Brunei, Cambodia, Indonesia, Laos,
Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam.
This is ASEAN
international trade – from “trade in products” to “trade in tasks”.
That shift has seen production specialise and fragment into complex
global value chains, with increasing added value in the various services
embedded in physical manufacturing.
Another shift of focus has been from conventional tariffs to more
elusive technical trade barriers – rules and regulations regarding
technical harmonisation and standardisation, public procurement,
investment practices and mobility of capital. ASEAN countries need
to climb the value chain and to reduce their present dependence
on exports of semi-manufactured products, and
parts and components for final assembly in China,
while also supporting the development and
internationalisation of its “national champions” so as
to allow them to become globally competitive.
One of ASEAN’s main challenges is facilitating
this process and at the same time reducing the wide
economic gap between its member states – income
per capita GDP in Singapore is 22 times greater than
in Laos, measured in purchasing-power parity terms,
for example. All the above issues will be fixtures in upcoming ASEAN
summit meetings. Their complexity should not be underrated, but it
is also worth bearing in mind that the organisation has managed to
muddle through a half-century of largely peaceful co-existence from a
shaky start in the 1960s.
ASEAN will obviously maintain its important role between larger
powers, but should also be more aware of its own potential, not only
regionally, but also on the global arena. In other words, it may be time
to rediscover this sometimes overlooked part of the world. b
he annual summit meeting of the Association of Southeast
Asian Nations (ASEAN) took place in mid-November,
this time in the recently built capital of Myanmar,
Naypyidaw. The meeting, held in the country formerly
known as Burma, was particularly important in several respects.
For many years, ASEAN has tried to avoid giving the military regime
of Myanmar a too visible role. Even though the “Asian Way” mantra
is usually interpreted as non-interference in internal affairs among the
member states, it has nevertheless been embarrassing to host a member
state that has has flagrantly obstructed human rights and basic democratic
principles. However, since the new leader, Thein Sein, has recently
introduced limited democratic reforms, it has become easier for the other
member states to accommodate Myanmar and meet on its home turf.
The meeting was extraordinary insofar as there is not normally a
US president present. But since it neatly slotted between the APEC
conference in Beijing, and the G20 Summit in Brisbane, Australia, it
gave President Barack Obama a welcome opportunity to make amends
for not attending the gathering of Asian top brass in 2013. Since
ASEAN Summits are organised together with a number of parallel
meetings with “dialogue partners”, they provide the opportunity to
meet with leaders from China, Japan, South Korea and other countries.
This year’s meeting was also particularly important as the “magic”
year of 2015, when the ambitious project of creating an ASEAN
Economic Community (AEC) is planned to come into fruition. Even
though everybody concedes that economic integration – the architecture
for which was laid down on ASEAN’s 40th anniversary in 2007 – is
unlikely to fully materialise in the near future, adhering to the idea is
considered important. Integration has faced many hurdles and setbacks
T
Photo:iStock
6 DRAGONNEWS • NO.04/2014 DRAGONNEWS • NO.04/2014 7

Anti-corruption Snippets
Did you know …
n … that foreign businesses have come under pressure in China,
where regulators are attempting to level the corporate playing
field by using anti-trust laws against multinational companies?
Chinese authorities have been launching probes of corpora-
tions such as Audi, Mercedes, Microsoft, Qualcomm and others.
The American Chamber of Commerce, the European Cham-
ber of Commerce, and the US-China Business Council have all
publicly expressed frustrations over the Chinese government’s
targeting of particular firms, denying access to legal counsel,
a lack of due process and transparency, and the seemingly
arbitrary imposition of fines and other punishments.
Fraud investigator sentenced to prison
n In August 2014, the British corporate investigator, former
Reuters correspondent and long-time China resident Peter
Humphrey was sentenced by a court in Shanghai to two-and-a-
half years in prison for “illegally obtaining private information” by
violating a new law aimed at curbing corporate investigations.
His American wife Yu Yingzeng got two years in prison. They were
arrested in July 2013 after completing an internal probe for the
pharmaceutical company GlaxoSmithKline (GSK) in China.
GSK has itself been the target of a separate corruption probe
into allegations it paid as much as three billion yuan in bribes to
doctors and officials in China to win sales. In September, GSK was
fined the same amount by a Chinese court.
Humphrey is the founder of the risk management consultancy
“In order to fight against
corruption, a person’s life
and death, personal praise
or blame, do not matter.”
President Xi Jinping explains that he will
combat “armies of corruption” at
the risk of damage to his
reputation, or even his life.
QUOTE
ChinaWhys and has decades of
experience of helping multinational
companies in Asia to cope with
white-collar crime prevention, fraud
investigation and crisis mitigation. He
has also been an appreciated speaker
at seminars arranged by the Swedish
Chamber of Commerce.
The arrests and sentences came
as a surprise to foreign observers
because Humphrey’s activities were
not particularly unusual in China. Most
multinationals employ due diligence
firms to keep tabs on their operations
and partners.
Over the years, Peter Humphrey has
been an appreciated speaker at Swedish
Chamber of Commerce seminars.

Over thousands of years of history, the Chinese
have formed a moral code that has played an
important role in social development and progress.
These traditional virtues still have a great
significance today, so for this year’s issues of
Dragon News, the Swedish Chamber of Commerce
has picked four of the virtues to serve as guiding
stars for the content of the magazine: l (proper
behaviour), xiào (filial piety), rén (benevolence)
and dé (a power that shows the way).
In this issue we have come to dé which in
Chinese philosophy is described as the inner
moral power through which a person may
positively influence others. Our cover story
starts to analyse the Shanghai Free Trade Zone,
which was hyped as a laboratory for economic
reform when it opened a little more than one
year ago. We will take a look at what actually
happened and at other necessary reforms that
China needs to carry out to move forward.
Four Chinese
virtues (4)
Even if the Shanghai Free Trade Zone
has yet to live up to expectations,
China has given positive signals
in terms of carrying out the major
reforms that the country needs in
order to move forward.
Text: Jan Hökerberg, Bamboo, jan.hokerberg@bambooinasia.com
No way back for
the Shanghai FTZ
or many years, the Waigaoqiao
Free Trade Zone (FTZ) in
Shanghai’s Pudong district
was the place to be for foreign
manufacturing companies that wanted to
bring machines and goods in and out of
China with less bureaucratic red tape and
lower customs tariffs than outside the zone.
F
The Waigaoqiao FTZ opened in 1990
and was the first of its kind in China.
It attracted tens of thousands of foreign
companies and offered customs and tax
benefits to manufacturers and traders.
Many Swedish companies were early to
establish themselves in Waigaoqiao, among
them Alfa Laval, Sandvik, SKF, Tetra Pak,
Volvo, and several others.
The Waigaoqiao FTZ incorporated
various functions including free trade, export
processing, logistic warehousing and bonded
commodities.
Many similar zones followed and were
set up all over China.
Designed to be not only a zone for free
trade but also as a testing ground for further
economic reforms, the China (Shanghai)
Pilot Free Trade Zone (Shanghai FTZ) was
inaugurated on 29 September 2013. It covers
an area of almost 29 square kilometres,
and consists of four existing bonded zones:
Waigaoqiao Free Trade Zone, Waigaoqiao
Free Trade Logistics Park, Pudong Airport
Comprehensive Free Trade Zone and
Yangshan Free Trade Port Area.
Beijing’s intention was to create a “mini-
Hong Kong” and reinforce Shanghai’s bid
to become a global financial centre. Beijing
promised to make the yuan convertible in
the zone, implement interest-rate reforms,
give market forces full play – and even allow
access to Facebook and other normally
blocked websites.
“What makes the Shanghai FTZ
different from all the others is that it is a pilot
scheme for other types of reforms, including
financial reforms,” says Fredrik Hähnel,
general manager of SEB in Shanghai.
President Xi Jinping urged local
governments to expand the pilot scheme
of the Shanghai FTZ to other parts of the
country, in a move similar to that of former
paramount leader Deng Xiaoping in 1980,
when he initiated the Shenzhen Special
Economic Zone (SEZ), allowing foreign
firms to use low-cost Chinese labour for
manufacturing there. The SEZ was a huge
success and was copied elsewhere, helping to
turn China into a manufacturing powerhouse
and the world’s second largest economy.
“You should, however, bear in mind that
the Chinese economy looked very different
in the 1980s compared to today and it
was much easier to carry out complicated
reforms,” says Christer Ljungwall, head of
the office of science and innovation at the
Swedish Agency for Growth Policy Analysis
in Beijing. “Today, China’s economy is much

A tip of the iceberg?
The current anti-corruption campaign has gone
far deeper and lasted far longer than anyone
could have imagined.
During a raid on a flat owned by a mainland energy official, Wei
Pengyuan of the powerful economic policy planning agency,
the National Development and Reform Commission (NDRC), the
investigators found more than 200 million yuan stashed in cash.
“It marks the largest amount of money in cash we have seized
from a corrupt official during a single operation since 1949,” said
Xu Jinhui of the Supreme People’s Procuratorate which oversees
the handling of graft cases.
Wei was found to have bought several flats and used one of
them to store the huge piles of cash, according to media reports.
In the first nine months of 2014, China’s top procuratorate
charged 35,633 officials with bribery. Some 80 per cent of cases
involve bribes of more than 50,000 yuan or embezzlement of
over 100,000 yuan.
The procuratorate has also tracked
down 502 corrupt officials that have fled
abroad. Furthermore, there has been a wave
of suicides among highly ranked officials
who may have suspected they stood next
in line to be investigated.
President Xi Jinping’s anti-corruption drive
started almost immediately after his appointment as Communist
Party chief in November 2012. He pledged to net both “tigers and
flies” referring to cadres both from the top to bottom ranks.
Many highly ranked officials have been detained, ensnared in
the current crackdown, among them:
• Zhou Yongkang, the powerful former state internal security
chief, a hardliner who backed the disgraced Bo Xilai and under
whom the domestic-security budget grew bigger than the
defence budget before he retired in 2012.
• Xu Caihou, a general who served as vice-chairman of the
Central Military Commission.
• Li Chuncheng, one of two deputy party secretaries of Sichuan.
Li was the first of at least 18 Sichuan-based politicians and
business executives tied to Zhou who have been detained,
ousted or probed.
• Jiang Jiemin, the former chairman of China National Petroleum,
who had been promoted to head a commission overseeing state-
owned companies. At least 13 oil-related executives have either
been punished or are under investigation.
The best way to combat corruption is
to increase transparency.”
Ulf Ohrling, Mannheimer Swartling
more integrated in all aspects of the global economy which makes it
more difficult to carry out isolated reform experiments by copying a
model that worked 30 years ago.”
The Shanghai FTZ was supposed to be a centre for
experimentation with a reduction or the elimination of restrictions on
foreign investment in China. All activities that were not mentioned
in a so-called “negative list” of restrictions and prohibitions should be
fully open to foreign investment.
However, the first negative list was a disappointment to many
foreign investors, since it included virtually all of the restrictions and
prohibitions on foreign investment set out in the government’s regular
guidelines for foreign investors.
“We analysed the Shanghai FTZ for a handful of clients that were
considering establishing themselves there but in all cases we came
to the conclusion that there were no real reasons for them to do it,”
says Ulf Ohrling, partner at Mannheimer Swartling law firm and
chairman of the Swedish Chamber of Commerce in Hong Kong.
“If they don’t need to be close to ports or airports or to make
use of a free port status, there are, nowadays, so many other viable
alternatives for locating a company in and around Shanghai,” he adds.
So far, some 12,600 companies have registered in the Shanghai
FTZ, but only 14 per cent of them are foreign firms. Analysts believe
that the major reasons many Chinese firms have registered are either
simply to show support for the local government or that they use
35,633The number of Chinese officials
charged with bribery from January to
September 2014.
• Rui Chenggang, a popular CCTV host of a business program,
famous for his nationalist criticism of a Starbucks’ coffee shop’s
presence in Beijing’s Forbidden City.
• Following Wei Pengyuan’s arrest, 11 other NDRC officials
have been detained including the Liu Tienan, the head of the
commission’s energy bureau.
• Add to that the former railway minister Liu Zhijun, who in 2013
was given a suspended death sentence for his part in a corruption
scandal. Liu was the man behind the country’s high-speed rail project.
Some observers see the crackdown as a way for Xi Jinping to
destroy his enemies and consolidate his power. All the same, no
other similar campaign in China has been so far-reaching.
“The anti-corruption campaign has gone far deeper and lasted
far longer than anyone could have imagined,” says Frédéric Cho, a
strategic advisor.
“Former president Jiang Zemin once said that corruption is
the biggest threat to the Communist Party’s continued survival.
The current campaign has become such a
top priority that it may explain why other
reforms, such as the Shanghai FTZ, have
been held up. It is also no coincidence
that the Fourth Plenum [of the Chinese
Communist Party’s 18th Congress] chose
rule of law as a theme at its meeting in
November,” he adds.
“If you want to clean a staircase
thoroughly, you’d better start from the top,” says Ulf Ohrling, a lawyer
and chairman of the Swedish Chamber of Commerce in Hong Kong.
“The best way to combat corruption is to increase
transparency. Studies show that the countries with the greatest
transparency and free media, such as the Nordic countries and
New Zealand, also have the lowest corruption. Unfortunately,
transparency in China has decreased lately – for example, it’s no
longer possible to access the land registry’s information about
real-estate ownership,” says Ohrling.
If Wei, a middle-level deputy director of the NDRC’s coal
department, can enrich himself with 200 million yuan in bribes,
one can easily start to wonder how much dirty money his more
powerful superiors are able to collect.
If his campaign continues at the
same pace, president Xi may soon
realise that what has been achieved
is just the tip of the iceberg. The
question is, what happens then?
The most important
thing about the FTZ is
that it becomes a catalyst, or
a spark, for national reforms,
rather than becoming a
substitute for reforms.”
Fredrik Hähnel, SEB
the zone to speculate in real estate, anticipating that there will be a
future property boom.
One of the foreign-owned companies in the zone is Sweden-
based SKF Group, a leading global supplier of products, solutions
and services within rolling bearings, seals, mechatronics, services
and lubrication systems. In June 2014, it opened the SKF Northeast
Asia Distribution Centre in the zone, integrating trade, logistics and
account settlement.
In 2014, some restrictions were removed from the negative list
and it is now possible for foreign companies to invest in a number
of new businesses, ranging from Chinese green tea to civil airplane
engines, and to use the FTZ as an export-processing zone.
It is also possible for foreign-owned banks to establish themselves
in the zone, as well as for companies in health insurance, healthcare,
The expectation from Chinese politicians and authorities is that
the Shanghai FTZ must be a success.

shipping, telecommunications, education, travel agencies and
human resources.
In July, the South China Morning Post reported that 10
foreign banks had set up subsidiaries in the FTZ but none of
them had received the key permits that would allow them to take
advantage of the liberalisation offered.
The Swedish bank SEB has not established itself in the FTZ
and Hähnel does not see any need today, since the bank can help
its clients in the zone from its existing Shanghai branch.
“However, if we could get access to international capital
markets for funding and could use that in China, then we
might reconsider. Getting access to China’s capital market for
investment banking and wealth management products could also
be interesting but that we already have through our Hong Kong
branch actually,” he says.
Handelsbanken’s head of Greater China, Mikael Westerback,
is of the same opinion: “We made a study and came to the
conclusion that it would be too early for us to establish a branch
in the zone. We are guided by our clients’ requests and, today,
there is no real demand from them that we
should be there,” he says.
Even if the FTZ hasn’t lived up to the
expectations after the much hyped launch a
bit more than a year ago, it is still too early
to count it out.
“The expectations were high that the
FTZ would lead to big changes quickly
and that hasn’t happened. However, we have seen several smaller
changes in this reform package. It has been easier to set up a
company within the zone and the administrative regulations within,
for example, logistics have been simplified,” says Westerback.
As general manager of SEB’s Shanghai branch – the seventh
largest of around 60 foreign bank branches in Shanghai and one
of the fastest growing – Hähnel finds himself in a position where
he regularly meets with highly ranked Chinese officials and
representatives from China’s central bank (the People’s Bank of
China) and the financial supervisory authority (China Banking
Regulatory Commission).
“Very often, when they discuss the Shanghai FTZ, my impression
is that they see no way back,” says Hähnel, who is also vice chairman
of the European chambers’ banking group. “The expectation of
politicians and authorities is that the FTZ must be a success.
“Officials in Shanghai are frustrated because they cannot carry
out necessary reforms faster to make Shanghai a modern financial
centre. They want to speed up the reforms of capital markets and
make the Chinese currency more convertible, but decisions about
reforms of this kind are taken in Beijing. The Shanghai FTZ
STOCKHOLM GOTHENBURG MALMO HELSINGBORG BRUSSELS HONG KONG SHANGHAI
Vinge opened its office in Hong Kong as early as 1985. In 1999, Vinge became the
first Swedish and Scandinavian law firm to obtain a licence to open an office in China,
located in Shanghai. Vinge has led the way and assisted clients in Sweden-China related
trade and investment matters for more than 20 years. Practice makes perfect.
Experience leads to excellence
becomes their chance to act outside the normal framework and
they can afford to think outside the box,” says Hähnel.
“The most important thing about the FTZ is that it becomes
a catalyst, or a spark, for national reforms, rather than becoming
a substitute for reforms,” he adds.
Hähnel does not agree with the idea that nothing has
happened during the FTZ’s first year. “Within the financial
industry, important things have actually happened. So called
cross-border cash pooling, which is used to transfer money in
and out of China freely, is now allowed within the zone, and that
is an important issue for many companies. But it is correct that
investment banking is not yet allowed and there is no access to
the capital markets,” he says.
“The idea of the Shanghai Free Trade Zone is very hopeful, but
in China there is always a certain distance from words to action,”
says Frédéric Cho, a former executive advisor at Handelsbanken
Capital Markets who has lived for 18 years in cities such as Beijing,
Shanghai, Wuxi, Taipei and Hong Kong. Since May 2014, Cho has
been running his own strategic consultancy,
advising clients on investments in Asia and
the Nordic countries.
“But I’m convinced that there’s a strong
will in the government, not least of Premier Li
Keqiang, to carry out this experiment and open
new similar zones in more cities,” he adds.
China’s central bank governor Zhou
Xiaochuan has said that China is likely
to have fully liberalised interest rates within two years, but the
timetable will depend on economic circumstances at home and
abroad. This process of deregulation will reportedly start in the
Shanghai FTZ.
On the first anniversary of the FTZ, Premier Li announced
that an international gold trading platform would be established
in the Shanghai FTZ, which was the first concrete liberalisation
by China’s financial authorities since the inauguration of the zone.
There are plans that other commodities trading platforms will follow.
“China is both a major producer and consumer of
commodities and should have great potential for developing these
types of platforms,” says Westerback.
Another initiative is the Shanghai-Hong Kong Stock
Connect, which is a pilot programme that links the stock markets
in Shanghai and Hong Kong and allows cross trading. Under the
programme – also called the “through-train scheme” – investors
in Hong Kong and mainland China are able to trade and settle
shares listed on the other market via the exchange and clearing
house in their home market.
12,600The number of companies that have
registered in the Shanghai FTZ – just 14
per cent of them foreign-invested firms.
We came to the conclusion that
it would be too early for us to
establish a branch in the zone.”
Mikael Westerback, Handelsbanken

The programme was much delayed which was regarded
as a way for the Beijing government to signal its displeasure
at developments in Hong Kong and, significantly, in early
November – after more than a month of the Occupy movement
in Hong Kong – Xi Jinping gave the visiting Hong Kong leader
Leung Chun-ying a go-ahead for the scheme, perhaps as a gift for
staying loyal through this turbulent time of Hong Kong.
Initially, the Shanghai FTZ was described as a threat to Hong
Kong as a major financial centre.
“But the real worry is probably not so much that Shanghai
will become the new Hong Kong; it’s more the opposite – that
Hong Kong could become more like Shanghai,” says Ohrling.
At the end of September, tens of thousands of students, and later
other groups loosely affiliated with an organisation called Occupy
Central, launched a protest against Hong Kong’s government,
occupying certain streets in central
Hong Kong. The protesters
demanded real democracy and
free elections in 2017, when
Hong Kong’s new leader will be
selected, and they also called on
the current chief executive, Leung
Chun-ying, to resign.
This, mostly peaceful, but
illegal, mass movement went
on week after week, leading
to a polarisation between the
protesters and various pro-
establishment groups in the city.
But it is not only the
students that have protested
against what they see as the
central government’s strong influence on Hong Kong’s future.
In July, some 850 lawyers took to the streets in protest
against a white paper by China’s State Council that declared
that patriotism, or “loving the country”, was a basic political
requirement for all Hong Kong administrators, including judges
and judicial personnel.
The city’s large legal and financial industries have thrived
in part because of the consistency and predictability of the legal
system, which lawyers now perceive to be under threat.
“Hong Kong has an exceptional position with its rule of law.
To ensure rule of law you need to have an independent judiciary
and to also include human rights principles. This is not the case
in mainland China. Even though ‘rule of law’ was a theme for the
recently held Fourth Plenum, they regard it very differently and
probably mean law and order and are aiming at creating more
efficiency in the application of the law,” says Ohrling, who has
worked as a Swedish lawyer in China for more than a decade.
Making the Chinese currency fully convertible and
implementing interest-rate reforms have been two important
long-term goals of the Shanghai FTZ concept. Nevertheless,
convertibility itself is not the key issue, some argue.
“China’s currency is already convertible outside China through
the offshore CNH market,” says Hähnel. “The big reform will be
when the RMB is convertible under the capital account between
onshore and offshore; that is between inside and outside China.
“You cannot make a currency fully convertible unless there is
a big and well-functioning capital market, which will still take a
long time, many years. China’s bond market will be many times
bigger than it is today. Corporations will increasingly use the
bond market for financing and local governments will redirect
their funding from the bank
sector to the capital market,”
he says.
“If the RMB would
become fully convertible in
the zone, with free interest
rate-setting, then we would
have a situation similar to
the one in Hong Kong today,
with a limitation on capital
movements to the rest of
China. So the big reform will
be when the regulations that
are in place in the Shanghai
FTZ also apply to other parts
of China,” says Westerback.
China has, however, already given several positive signals on
the issue of carrying out the major reforms needed to continue to
move forward.
In November 2013, the Third Plenum of the Chinese
Communist Party’s 18th
Congress, under an ambitious agenda,
concluded that market forces should play a decisive role in the
future economy. Other decisions included major initiatives
such as a relaxation of the one-child policy, the elimination
of the repressive “re-education through labour” camps, and
a host of reforms to the taxation and state-owned enterprise
(SOE) systems.
“One year later, China has delivered more than they promised
at the Third Plenum,“ says Cho. “It’s been suggested that, from
2016, parents will be allowed to have two children. The leaders
have found ways to increase the flows of capital to and from
My opinion is that we will see
significant reform proposals
regarding SOEs in the first half of 2015.”
Christer Ljungwall, Swedish Agency for Growth Policy Analysis
For more than two months,
some central areas of
Hong Kong have been
occupied by protesters.

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China and they have started to privatise, or partly privatise, SOEs.
Corporations such as Sinopec and State Grid have brought in
private owners in some of their subsidiaries,” he says.
“If these changes mean that SOE privileges and benefits are
going to be gradually removed, it’s a very positive signal since
China needs to provide a more level playing field. This will serve
both Chinese domestic private enterprises as well as foreign
invested companies,” says Ohrling.
Hähnel is convinced that there is more to come, and argues
that such change is urgent:
“Capital allocation is a term to measure how much economic
growth is created by banks lending. Before the global financial
crisis in 2008-2009, one RMB in lending gave one RMB in
growth, but now you need five RMB in lending to generate
one RMB in growth. Consequently, the capital allocation has
become substantially less efficient. One reason is that much of the
banks lending still is directed to SOEs and non-profitable local
investment projects. This is something the government wants to
change,” says Hähnel.
Ljungwall at the Swedish Agency for Growth Policy Analysis
regards it as positive that the Chinese leaders have started to deal
with corporate governance issues for the SOEs.
“What we’re seeing now are reforms that aim to fine tune
SOEs that are regarded as core enterprises in the economy. SOEs
that don’t qualify will be privatised. For SOEs that do qualify,
the government will take measures to increase productivity and
efficiency, carrying out reforms that separate ownership from day-
to-day decision-making. My opinion is that we will see significant
reform proposals regarding SOEs in the first half of 2015,” says
Ljungwall.
Meanwhile, Chinese industry faces huge domestic issues.
Due to the three-decade long one-child policy, the workforce is
both ageing and shrinking. At the same time, wages are increasing,
making Chinese enterprises less competitive. Many multinational
companies have already moved out of China and found less
expensive suppliers in Bangladesh and Vietnam.
China’s focus on economic growth has led to overcapacity
in almost every sector and average productivity is very low. A
consolidation reform which means merging companies and
shutting down unprofitable businesses is necessary.
“In 2008, when China injected four trillion yuan into its
stimulus package to cope with the global financial crisis, much of
the money went into the wrong pockets. SOEs that had started to
The real worry is
probably not so much
about whether Shanghai will
become the new Hong Kong;
it’s more the opposite.”
Ulf Ohrling, Mannheimer Swartling

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scale down suddenly became more powerful. Too much money
was invested in property and projects without any financial
capacity,” says Cho.
“SOEs need to be exposed to competition in a much more
direct way than today,” says Ohrling. ‘SOEs benefit through
barriers to trade and a large number of hidden subsidies, such as
cheap land, electricity and water and beneficial loans.”
China’s state-owned banks tend to prefer to lend to SOEs,
rather than funding millions of job-creating private companies.
As a consequence, many private entrepreneurs have to rely on
unofficial moneylenders for their financing.
China’s so-called shadow banking sector has become the
world’s third largest after the US and the UK, according to a
report by the mainland’s Financial Stability Board. The board
estimated that the “grey” market outside the regular banking
system amounted to US$2.7 trillion at the end of 2013.
Corruption is also widespread in the SOEs as the current
anti-corruption crackdown, initiated by Xi Jinping, has shown.
Even the Shanghai FTZ’s top official, Dai Haibo, has been
detained for suspected graft.
The anti-corruption campaign raises the question as to
whether the top officials that have been netted are merely scraps
on the surface – or whether they are part of a more substantive
and deeper problem (see separate article).
In his first weeks of power, Xi Jinping launched a new
doctrine called “China’s dream”, evoking its American equivalent
and harking to a “great revival of the Chinese nation”.
However, the question still remains if his dream can be
fulfilled and if the Xi-Li government will have the political muscle
to push necessary reforms past entrenched resistance by the SOEs,
tycoons, local government officials and other interest groups
whose comfortable positions would be threatened by change. b
When China injected four trillion yuan
into its stimulus package in 2008 to
cope with the global financial crisis, much of
the money went into the wrong pockets.”
Frédéric Cho, strategic advisor
Bamboo Business Communications Ltd (Hong Kong) +852 2838 4553
Bamboo Business Consulting (Shanghai) Co, Ltd +86 21 6472 9173
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Growing incomes among
Chinese consumers combined
with an ageing population and
the potential lifting of the
one-child policy are all positive
factors in SCA’s plan to
expand in the Chinese hygiene
products market, according
to SCA’s Asia-Pacific head Ulf
Söderström.
quick look at some statistics
shows why SCA’s Asia-Pacific
president Ulf Söderström can
allow himself to be optimistic
about the future of the company he is heading.
“China is the second largest tissue market
in the world. However, the annual consumption
of tissue per capita in China is only 3.5 kg,
compared to 15 kg in Western Europe and 22
kg in North America, so there is enormous
potential in the Chinese market,” says
Söderström, who adds: “The industry in China
is also not yet consolidated, and the four leading
players have only 35-40 per cent of the market
compared to 70-80 per cent in the West.”
Söderström joined SCA, a global hygiene
and forest products company, in 2009 as
senior vice president for business strategy and
development. Two years later, he moved to
Shanghai, where he is responsible for Asian
markets east of India.
He has settled in the city
together with his wife Karin,
who works as a volunteer for a
charity organisation, Stepping
Stones, teaching English
to migrant children. Their
children, Tom and Lisa, have
finished school and have both
moved to London. Söderström
is also active in the Swedish
Chamber of Commerce, where
he is chairman of the Shanghai Chapter.
Söderström, who turns 50 in December,
grew up in Stockholm, where he studied
economics and took a Master of Business
Administration at the Stockholm School of
Economics. His background includes positions
as communications and investor relations
(IR) manager, first at a Swedish-American oil
and gas company called Forcenergy, where
he worked for 10 years. Between 1997 and
2001, he undertook a similar role at Scania,
working at the global bus- and truck-maker’s
headquarters in Sweden.
Before joining SCA, he also spent eight
years at the Swedish metals company Boliden,
where he moved from being responsible for
communications and IR to becoming the head
of the company’s global sales organisation.
“The common denominator in my last
three companies is that they were all going
through the process of big changes,” says
Söderström. “Scania had just been listed on the
SCA’s experience is that you need
to be No 1 or No 2 in a market to
gain good profitability.”
stock market when I joined, then Volvo stepped
in as a part owner, and later the company got
Volkswagen as new owner. Boliden was in
bad shape when I joined and went through a
total ‘renovation’ and is today a well-managed
company. SCA had started a journey away
from paper and packaging into becoming a
leading hygiene products company within the
fast-moving consumer goods segment.”
In China, SCA has joined forces with Vinda,
the second largest tissue producer in China
with 8,000 employees, nine factories and over
300,000 points of sales countrywide. SCA is
the majority shareholder of the Chinese listed
company and has incorporated its China
hygiene business into Vinda. Leading tissue
brands in China consist of Vinda toilet tissue,
kitchen rolls, facial tissues and handkerchiefs,
Tempo pocket and box handkerchiefs and
Tork away-from-home professional hygiene
solutions. In the personal care
sector, SCA’s global brands
in China include TENA
incontinence care products,
Libero baby diapers and
Libresse feminine care.
Söderström believes that
Vinda, which was founded
in Jiangmen City in Guang-
dong Province, and SCA are a
perfect fit.
“Vinda has a large distribution network,
efficient manufacturing and knowledge about
China. SCA has the innovation skills and
knows how to build premium brands,” he says.
Vinda is an established tissue brand in
China and Tempo handkerchiefs have a 70
per cent market share in Hong Kong, but
SCA’s other brands have so far a relatively
small market share in China. Söderström is
confident that Vinda’s robust distribution
channels will help to increase the presence of
SCA products on shelves in Chinese stores.
“SCA’s experience is that you need to
be No 1 or No 2 in a market to gain good
profitability. We believe we have a good
chance of achieving that in China within
multiple categories and target segments in the
Chinese hygiene market,” he says.
Analysts expect that 60 per cent of the
growth in the global hygiene products market
will come from Asia and 80 per cent of that
growth will come from China.
A
With growing incomes, Chinese
consumers will look for more premium
tissue and personal care products. An ageing
population will also increase demand for
incontinence products. Furthermore, the
current softening and potential lifting of the
one-child policy in China could mean a strong
birth rate increase and, as a consequence,
increase the sales of baby diapers. b
Expecting solid growth in China
3.5kg
The annual consumption
of tissues per capita in
China – an amount that is
considerably lower than in
the western world.
Text: Jan Hökerberg, Bamboo, jan.hokerberg@bambooinasia.com
To strengthen awareness of the SCA
corporate brand, in connection with
its numerous customer and consumer
brands, SCA chose to participate with
a female squad in sailing’s toughest
event, the Volvo Ocean Race. The race
got underway in Alicante, Spain, on 11
October, and finishes in Gothenburg,
Sweden, in June 2015. It is the race’s
first female team entry in 12 years.
Ulf Söderström explains the
company’s decision to compete with
a female team: “About 80 per cent of
those who buy our products are women
and they are also leading consumers
of hygiene products. They make the
decisions about what brand to buy and
they educate the children in hygiene
issues. So women are extremely
important for SCA.”
The 13 women in the crew – 11
on the boat and two in back-up – were
selected from 250 applicants and have
been training and preparing for two
years’ time. On average, they have added
15 kg of muscles to get ready for this
tough nine-month, round-the-world
offshore marathon.
Team SCA and the other six entries
in the race will make a port call at Sanya,
Hainan Island, at the end of January. You
can follow the team at www.teamsca.com
and, in Chinese, www.weibo.com/scachina.
No ordinary women

Beijing, the Swedish word fika (coffee break) has
been taken to a higher level thanks to the Swedish
entrepreneur, designer and baker Ida Collins. In 2012,
she started her home-based bakery as a hobby on the
side. It has now grown into Fat Bunny Bakery, a full time baking
studio with orders coming in on a daily basis.
Her cakes have even been transported to other cities in China by
train and two cakes have been sent by air to the famous Canadian-
Chinese-Vietnamese actress and restaurateur Christy Chung,
currently residing in Shanghai, who is also a frequent customer of the
bakery whenever she is visiting Beijing.
Recently, Fat Bunny Bakery has also been getting a lot of media
attention and recognition for its innovative take on edible art. The
bakery has received the Beijinger Award for Best Custom Cakes, The
Text: Malin Teeling, malin@swedishchamber.com.cn
Beijing-based entrepreneur Ida Collins designs her cakes and
cupcakes as a way of self-expression. She hopes to develop her
home-based Fat Bunny Bakery into a baking powerhouse.
In
Baking from the heart
Putting your heart
and soul into a
cake is really what makes
the difference from other
bakeries that have adjusted
to mass production.”
Organizational Improvement
Procurement & Supply Chain Management
Growth & Expansion
Delivering Value for
Scandinavian Companies
Across Asia

Wow Factor award from Time Out Beijing as
well as being mentioned in both Beijingkids
Magazine and City Weekend.
Collins has been baking cakes,
cupcakes, buns and cookies for as long as she
can remember. She explains that her mother
and grandmother are partly responsible
and she associates them with her earliest
memories of baking.
When she was just a girl she would
sometimes pretend to be sick so that she
could stay at home to bake and experiment
with different techniques and flavours.
Today, she can create a sponge base in her
sleep, but what really gives her a sugar rush is
creativity and being able to integrate art into
otherwise fairly standard food.
“When you share a cake, it is usually for
a special occasion and a time for celebration.
This should be reflected in everything at the
event – food is not an exception,” she says.
Anything
less than
the best just
won’t do.
To those of you struggling to find buttermilk in China, make your own! Add a tablespoon
of lemon juice or white vinegar to 200 millilitres of full-fat milk. Mix and let it sit for a few
minutes before adding to the cake batter. Not only is this super easy, it will also taste so
much better!
Buy a scale to measure your ingredients. Unlike cooking, which allows you to estimate
and improvise, baking is an art of precision. Once you find the perfect recipe for sponges/
fillings/butter creams/toppings, make sure you write down the exact measurements.
If you want to know more about Ida Collins and the Fat Bunny Bakery, or if you need
some inspiration in your own kitchen, visit her website (www.fatbunnybakery.com),
Facebook and Instagram.
Ida’s baking tips
In 2008, Collins came to China as an
exchange student from the University of
Lund and found herself overwhelmed with
excitement living in the concrete jungle of
Beijing. The exchange semester extended into
a year.
After only a few months back in the
hometown of Nynäshamn in Sweden, Collins
felt a strong urge to return to Beijing and
decided to move to China on a tourist visa.
She spent the first month living at a hostel
and it wasn’t until she got a job as an English
teacher that the managed to move into a
more homely environment, still sharing the
apartment with other young dreamers.
Baking was a favourite pastime and
a form of therapy to Collins, making it
possible to spend countless hours working
on the design of her cakes and cupcakes as
a way of self-expression. Truth told, Collins
herself does not eat cake at all; it is rather the
process of making cake that really interests
her. Of course, she nibbles at her experiments
with innovative ideas, but when it comes to
treating herself, she would much rather skip
dessert and order a beer.
Today, Collins lives together with her
husband and runs the Fat Bunny Bakery
from their small and traditional Chinese-
style kitchen, where everything is made from
scratch and tailored to the specific needs of
the customer. Those include “grown-up”
flavours, such as rich and dark chocolate,
salted caramel, and even a Guinness-glazed
sponge cake.
For children, gentler flavours are
recommended and the overall appearance
is the main challenge. The most popular
birthday cakes feature Frozen, Angry Birds
and Lego themes.
Over the holiday season, Collins
strongly recommends her luscious
gingerbread cake with cranberry filling
perfectly complemented by a maple-
cinnamon butter cream.
When it comes to larger orders, Collins
sometimes spends up to five hours just
kneading the marshmallow fondant to
perfection, which on one occasion resulted in
a sprained wrist.
“Putting your heart and soul into a cake
is really what makes the difference from
other bakeries that have adjusted to mass
production,” she says.
She is a perfectionist. If she can’t
truly pinpoint precisely what a customer
wants, she will turn down the cake order.
Her customers are mainly westerners but
Chinese are also finding her mouth-watering
masterpieces a must-have for themed parties.
Typical Chinese desserts are less sweet
than their western counterparts, which is a
challenge for Collins. Making desserts the
traditional Chinese way with a green tea
flavour and red beans is not ideal because
it is not a flavour that she is familiar with,
making it impossible to say if she has nailed
it or not.
The bakery is her life project, so she needs
to be able to take pride in everything that
she makes. “Anything less than the best just
won’t do, and I still haven’t had one single
complaint or a disappointed customer,” she
says knocking on the wooden table.
A huge challenge of baking in Beijing
is the availability of ingredients. “Essentials
such as flour and dairy products that are of
the same flavour and quality standards I’m
used to working with are very difficult to
locate in Chinese markets,” she says.
As a costly result, Collins has been forced
to buy most of her inventory from April
Gourmet, a grocery store in Beijing. Her
small kitchen cannot hold more than a few
days inventory, which also throws buying in
bulk out the window. On the plus side, this
ensures that the ingredients are always fresh
but at a cost. Collins dreams of a bigger and
more functional kitchen, where she hopes to
further develop this home-based bakery into
a baking powerhouse, still holding on to her
value of baking from the heart. b

The leader
As head of SAS, Jan Carlzon pioneered leadership by focusing
on people, not aircraft. His book Moments of Truth has been
inspiring leaders the world over three decades.
Text: Jan Hökerberg, Bamboo, jan.hokerberg@bambooinasia.com Photo: SAS
June 2014, when the Swedish leadership magazine
Chef ranked the most important moments in Swedish
management history, the publication of Jan Carlzon’s
Moments of Truth (Riv pyramiderna in Swedish) in 1985
took the undisputed No 1 spot.
The book, which has been published in 22 countries, has inspired
leaders worldwide for three decades, and even though the first edition
was published 29 years ago, Carlzon still collects substantial royalties
every year.
In 1981, Carlzon became chief executive officer (CEO) of Scandinavian
Airlines System (SAS) after having successfully turned around a Swedish
tour operator, Vingresor, and a domestic airline, Linjeflyg.
At that time, SAS was facing financial difficulties and was ranked as one
of Europe’s worst airlines when it came to on-time arrivals and departures.
Carlzon quickly managed to turn SAS into a successful airline
through customer-driven strategic leadership. In the years ahead, SAS
was elected the world’s best airline on several occasions, while also
becoming a global leader in terms of profitability and punctuality.
“One of the first things I said to the staff was, ‘We used to fly
airplanes, now we have to learn how to fly people,’” Carlzon recalled
when he visited Hong Kong in October for a breakfast seminar
arranged by the Swedish Chamber of Commerce.
What Carlzon promoted through his leadership and his book
has been described as a paradigm shift in
terms of how to lead people and
focus on the customer.
“To run a business or an
organisation, the primary assignment
must always be to maximise the
customer benefit,” he says.
In
“Norwegian has been successful on shorter
flights but could face problems since they introduced
intercontinental flights, which is a totally different
business,” he says.
After heading SAS for a record 12 years, Carlzon
resigned in 1993. Since then, he has worked as an “angel
investor”, helping small- and medium-sized companies to
turn their businesses around.
“Together with the former chief financial officer at
SAS, Anders Claesson, in 1995, I assisted the private
equity companies Nordic Capital and KF Invest to acquire the tour
operator Fritidsresor and the airline Transwede. We restructured the
businesses and were able to sell them two years later for 10 times more
than the acquisition price. It was one of the best deals that Nordic
Capital ever had done,” says Carlzon.
He also joined a private-equity company called Ledstiernan,
which invested in a large number of mainly smaller information
technology (IT) companies. However, shortly after the company had
listed on the stock market, the IT bubble burst.
“It was like having bought a big box of poor vintage wine. You
have to keep it for many, many years before it matures,” says Carlzon.
He is the chairman of Mentor, a non-government organisation
founded by Sweden’s Queen Silvia in 1994 that focuses on drug-abuse
prevention and helps young people improve their lives.
At the age of 73, Carlzon is still a sought-after speaker – and is
happy to accept the invitations. “I know I have a message that is both
good and important. I understand that it is still very relevant today to
talk about the shift from an industrial society in which machines were
the focus to a service society in which people are the focus,” he says. b
We used to
fly airplanes,
now we have to learn
how to fly people.”
… SAS today: “[CEO] Rickard Gustafson does a good job, but SAS
probably has to focus on what segment they should be in. It is a
difficult situation. To focus only on the low-end market would be
a big step for SAS, but if they go for the high-end segment there’s
no certainty that the market is there for them.”
… general cost-cuts: “It’s something a company should avoid
because you cut both the profitable and the non-profitable areas.”
... the rapid development of China: “By being centralised and
regulated, China has embraced communist capitalism. But they
will come to a point when capitalism tends to take over. Then
it will be dangerous, look at Russia where all the capital assets
were taken over by a small minority.”
Jan Carlzon on …
Leadership by love
When he arrived at SAS, Carlzon realised that full-
paying passengers were put together in the cabin with
everyone who had bought heavily discounted tickets.
So he dropped First Class on all European routes and
instead introduced EuroClass for those who had paid full-
fare economy prices. These passengers received separate
counters and lounge access, more legroom, free drinks and
upgraded meals. SAS became “the businessman’s airline”.
“We didn’t introduce business class as many still
believe today. What we did was to raise the quality of
service in economy class without raising the ticket price
and then we divided economy class in two sections,” says Carlzon.
“This wasn’t, however, popular among our competitors and, for
example, Air France blocked airports in France so we couldn’t land.
That was fantastically good PR for us ...”
Carlzon also introduced special seminars, dubbed “charm
schools”, for the airline’s 11,000 employees, with the aim of improving
customer service.
It was a leadership style that was highly appreciated by most
employees. “All of us are controlled by love and fear. Some people think
that if people get afraid they will perform better. I know it’s wrong.
You need to show people respect, trust and love – that’s the only way to
achieve long-term development and profitability. Leadership by love is
to make people do something they are proud of,” he says.
In the 1980s and early 1990s, the airline market was still regulated.
Carlzon could foresee that there would be a number of mergers and
acquisitions. His mission was to make SAS – at that time the fourth
largest airline in Europe after Lufthansa, British Airways and Air
France – “one of five in 1995”. A merger between SAS, KLM, Swissair
and Austrian Airlines was very close to becoming a done deal but
finally unravelled in 1993.
“Swissair went bankrupt, Austrian was bought by Lufthansa and
KLM was taken over by Air France. SAS is actually, together with
Finnair, one of the few airlines that have survived,” says Carlzon.
In 1997, when SAS entered an alliance with Lufthansa, four years
after Carlzon and SAS had parted ways, the EuroClass concept was
scrapped and business class introduced.
“That was a big mistake; they created a product that very
few could use,” says Carlzon. “We introduced EuroClass since
Scandinavian businessmen and women are normally not allowed
by their employers to fly business class in Europe – only on
intercontinental flights.”
Today, the market is deregulated and competition is strong, with
many low-cost carriers pressing prices. Carlzon believes that the
budget pioneer Ryanair can be one of the survivors because “they
speak the low-cost, low-price language” throughout all their offerings.
22The number of
countries in which
Jan Carlzon’s book
Moments of Truth
has been published.
Carlzon together with the Swedish
boxing champion Ingemar Johansson.
SAS celebrates being awarded Airline
of the Year in 1983.
Jan Carlzon is signing
books after his seminar
in Hong Kong.
Jan Carlzon outside
SAS’ former head
office in Solna where
he worked until 1993.

Hong Kong
n On 19 November, Sam Gellman, head of Asia expansion at
Uber, held a much appreciated presentation at a SwedCham
Hong Kong After Work seminar. Since 2009, the San
Francisco-based ride-sharing company has expanded to more
than 100 cities worldwide and is currently valued at more
than US$17 billion.
What made the seminar especially interesting was the fact
that Hong Kong has become the fastest growing market for
Uber outside of the US within just a few months of launching
in the territory. Gellman stressed that even though the public
transportation in Hong Kong is great, and there are plenty
of taxis on the streets, there is still an unmet demand for
transportation – we have all seen the long taxi lines on
Friday nights.
Three main success factors emphasised during the
seminar included
• Flexibility - Adjusting rates in real time based on, for
instance, weather conditions and peak hours.
• Safety – Passenger ratings keep track of the Uber drivers’
performance. Future passengers will see the overall rating,
and if it gets too low, the driver will be excluded
from the system.
• Convenience – Having the credit card
registered to your Uber account means there
is no need to deal with cash or cards to
pay for the ride. Simply step out of the
car and go on with your day.
Hong Kong a fast growing market for Uber
Cleaning the “adopted” Big Wave Bay beach
n On 16 November, SwedCham performed a site action at its very “own” beach in Big
Wave Bay, near Shek O on Hong Kong Island. Within the framework of the WWF for
Nature’s Coastal Watch programme, SwedCham has “adopted” Big Wave Bay until 2016.
The Coastal Watch programme, which brings volunteers from local organisations
and businesses together with scientists and activists, aims to use scientifically sound
methodologies to study, protect and provide year-round monitoring for ecologically
valuable habitats in Hong Kong.
Said SwedCham Coastal Watch coordinator Kristian Odebjer: “We are very happy to
partner with an organisation like the WWF as we strengthen SwedCham´s commitment
to Hong Kong´s unique natural environment.”
Congratulations
K-FAB Scandinavia!
n K-FAB Scandinavia, a SwedCham HK member
company, exhibited at the Jinhan Fair in China for
the first time this year. The company focuses
specifically on selling Scandinavian style and
design, and its exhibition was a great success.
K-FAB Scandinavia won the award for best
booth display. Congratulations from SwedCham HK!
The booth was developed specifically for
this exhibition and was designed by Felix Lin and
Eacher Li from Hakuna Matata Design för alla AB.
Tommy Granström, CEO of K-FAB Scandinavia,
among the exhibited lamps.
Sam Gellman of Uber has
seen Hong Kong becoming
the fastest growing
market outside the US.

Beijing
The path to the top
n At a seminar in Beijing, the World Bank’s senior
economist Karlis Smits analysed China’s way forward
following the Third Plenum of the 18th Congress of
the Chinese Communist Party in 2013, which saw the
announcement of 115 new reforms aimed at promoting
economic growth.
“With the current economic slowdown from previous
growth plans, the government has recognised the
advantage of shifting towards quality instead of quantity
growth, which means a shift to a more efficient and
inclusive growth. This kind of growth will allow for job
creation, with a deepening division of labour and higher
living standards which in turn will broaden the middle class
and further support consumption growth,” Smits said.
Environmentally sustainable growth will be achieved
through transitioning from industrial focused sectors to
service sectors. The prosperity of a whole new sector in
services will create highly skilled jobs and further open up
for new potential high value added industries and services.
“The aim of the new strategy,” he said, “is to inflict
thinking and innovating independently, which will
result in the Chinese demanding better lifestyles as
well as amenities. The shift is also set to shrink the
environmental setbacks in consequence from past
growth strategies.”
This period of transission will also inflict a time of
instability within some sectors. “For example,” Smits said,
“the Chinese residential real estate market is currently
undergoing a turbulent era. In 2013, Chinese property
prices were increasing significantly compared to the
global average, which was supported by the Chinese
credit growth. This triggered property development
throughout the nation to such an extent that eventually
the growth led to a mismatch in supply/demand causing
a shortage of affordable units in highly dense areas while
oversupplying in areas with low population growth. A
further weakening in the residential real estate could
significantly reduce economic activity and a sharp
slowdown in other investments.”
Both President Xi and Premier Li are keen to
promote growth, as it supports employment and
social stability and in turn encourages an environment
to nurture structural reforms and changing Chinas
growth model. “A faultless implementation of the new
strategies can mean long-term prosperity to China, yet
the downsize risk remains,” was Smits’ conclusion.
n Jan Boström, founder of Gaia Leadership, conducted a workshop called “The
Path to the Top” on 20 October in which he presented some advice on how to
become successful in western companies in China.
“Be close to the headquarters, take on international assignments,
responsibilities and projects, and put together a challenging yet realistic
strategic plan,” he said. “If you don’t know where you are going, how will you
know when you have arrived?”
“In many cases you will have multiple ‘tops’. Most likely you will already have
experienced a couple of tops in your life. This means that by the time you have
reached one top, you will have gained enough altitude to see another one that
was not visible to you before,” he said.
The case for quality
The Great Firewall of China
n On October 21, the consultant and organisation builder Jørn Knutsen, who has
spent the last 14 years in China, held a seminar about the internet challenges
in China that are caused by the Chinese authorities’ wish to limit non-approved
information from the outside world into China.
“Just as the Ming Dynasty built a gigantic wall to protect their empire, the
government has now made an even stronger Great Firewall of China. The aim
with this is to uphold the constitution and the laws of China,” said Knutsen.
“It’s not strange that a country wants to prevent the direct distribution
of illegal content to its citizens. China, like many other countries, including
Sweden, actively blocks illegal activity on the internet such as child
pornography, weapons trading and the drug business to protect its citizens.
This kind of information may not pass through the Great Firewall of China,
which is understandable. But China goes beyond that to block any/all activity
that could potentially pose as a threat to the country.”
With 1.4 billion inhabitants – 800 million of them internet users – China
maintains that the internet needs to be monitored in order to be one unified country.
“Having a VPN is not illegal and many companies use them to
communicate securely with their home offices,” said Knutsen. “However, using
a VPN to spread undesirable information within China is illegal. It is important
to maintain a neutral online opinion
of China. Of course, online dissent
exists but it is largely controlled,
and even though the dissent may
target corruption at local levels, it
does not attack the top leadership
of China.”
Knutsen concluded, “We can
expect the internet in general to
become more expensive to use as
well as more closely supervised in
the future.”
Karlis Smits
believes that the
government’s new
strategies can
mean long-term
prosperity for China.
Jørn Knutsen says that most countries
block illegal activities on the internet.
Gaia Leadership’s Jan
Boström (middle) is
happy to help people
to make a career.
SCA supports the only all-female crew, Team SCA, in the world’s toughest offshore
race – the Volvo Ocean Race.
We want to inspire people to live their lives to the fullest and to follow their dreams.
Follow the team, follow the dream, on www.teamsca.com
SCA is a leading global hygiene and forest products company with brands such as TENA, Tork, Libero, Libresse, Tempo and Vinda.
@ 爱生雅中国
11 women, 1 dream

Shanghai
From left: Bengt E Johansson (Swedish CSR ambassador), John Morrison (Institute for
Human Rights and Business), Leyla Ertur (H&M), Mark Hodge (Global Business Initiative on
Human Rights) and Malin Oud (Tracktwo).
We are catalysts of evolutionary
development ... customer by
customer, order by order. Every
customer is unique and our role
is to make their logistics more
efficient in every way, every day.
www.apclogistics.com
Driven
n Internationally renowned experts discussed good practices and
challenges regarding a human rights agenda using the United
Nations Guiding Principles as framework at a workshop on 30
October at the Four Seasons Hotel in Shanghai.
The experts represented the Global Business Initiative on
Human Rights, the Institute for Human Rights and Business,
Tracktwo – a consulting firm specialised in responsible business
and sustainable development – and the Swedish government.
The workshop served as an opportunity for business
executives to exchange practices, challenges and plans regarding
sustainable business and social impacts with experts in this field.
Business and human rights
in theory and action
n At a seminar on 23 October in Shanghai about “Sustainability and CSR
Beyond Compliance”, the sustainability directors of three of the biggest
Swedish companies, IKEA, SCA and H&M presented what they do to go
beyond compliance.
H&M’s Veronique Rochet explained how the company runs many
programmes to improve their suppliers’ ability to be compliant with the
law, and more importantly, to go beyond the law towards best practice in
environmental protection, management practices and working conditions.
Helen Fu of IKEA made it clear how the company integrates
sustainability through the whole value chain, starting from the product
design through purchasing and production to the finished products, and
even including end-customers. Wesley Chiu, of SCA, a leading hygiene
products and forest company, discussed how traditional tree planting is
used as a corporate social responsibility (CSR) activity in an innovative way.
Going beyond compliance
n On 27 October, the Swedish chamber arranged a business event
in Suzhou on the theme “The Fight Against Corruption in China”.
Peter Idsäter, resident partner at Mannheimer Swartling,
and Lars-Åke Severin, CEO at PSU, discussed the current anti-
corruption campaign in China and its implications for business and
business conduct. They have many years of practice in advising
Corruption issues discussed in Suzhou
From left: Wesley Chiu
(SCA), Veronique Rochet
(H&M), Helene Loberg (IKEA
IMS Wholesale) and Helen
Fu (IKEA Trading China).
A big crowd gathers in Suzhou to hear more
about the fight against corruption.
clients and shared their experiences with real life examples.
Topics covered were, for example, how to prevent corruption, how to
address problems related to corruption and bribery, how to relate to the
Chinese anti-corruption authorities, and how to learn from others’ mistakes.
The delicate subject attracted a lot of participants working at Nordic
companies in the Suzhou area.

Taipei
The inaugural Sweden Day event, arranged by the Swedish Chamber of
Commerce in Taipei in association with Business Sweden, was held on
12 November in a beautiful old red brick house at the Huashan Cultural
Park in Taipei. The event was part of the 30th
anniversary celebration of
the Taiwan-Sweden Joint Business Council (JBC).
The event showcased products, innovations and technologies from
Swedish companies with sustainability as an overall theme.
More than 420 guests attended, invited by participants from Taiwan’s
business community and VIP guests from the Taiwan-Sweden JBC.
The JBC delegation was headed by state secretary Erik Bromander
from Sweden’s Ministry for Enterprise, Energy and Communications, who
led a group of over 20 Swedish business leaders. Vice minister Shen Jong-
chin of Taiwan’s Ministry of Economic Affairs led the evening delegation.
Companies such as Atlas Copco, Electrolux, Ericsson, Flavors (a
Swedish restaurant in Taipei), Handelsbanken, IKEA, Scania, SKF and
Volvo presented a number of their products and solutions, which
attracted great interest from the guests and VIPs.
Outside the building, buses from Scania and Volvo lined up showing
how comfortable bus travel can be today. IKEA displayed a selection
of dining room furniture, while Electrolux presented some of its latest
products, for example the Ergorapido vacuum cleaners that were used
to clean the carpets before the event started.
Ericsson presented its technology Connected Print, which uses
printed electronics, mobile broadband and the connectivity of the
human body to bring consumers a world of information with just a touch.
When a printed electronic ID is touched, the natural connectivity of the
body conducts the ID signal through to a mobile device in the other
hand. The device then follows the link contained in the ID and downloads
the relevant content: a web page, a service, an image or a video.
Handelsbanken were present to give financial advice to the guests
and SKF demonstrated its latest machinery bearings technology,
showing how to keep machinery rotating smoothly.
Atlas Copco displayed one of their latest air compressors, which
was actually running to demonstrate how quiet operating machinery
can be today. The company used some of the air for blowing balloons
to create a Dala horse – originally a traditional Swedish carved,
painted wooden horse statuette – which attracted plenty of interest.
The company then donated the horse to the Chang Gung Children’s
Hospital and also gave the children there some other balloon animals
and toys to brighten up their day.
The food, hosted by IKEA and Flavors restaurant, included poached
salmon, meatballs and a host of other Swedish delicacies and was well
appreciated by the guests. The drinks were supplied with great thanks
to Joel Benge, from Awbevs, who offered a selection of beers and
Swedish cider, which helped to make the evening very enjoyable.
This was the first Sweden Day held in Taiwan and the chamber is
looking forward to arranging this event on an annual base and hopes
to see more companies becoming involved and displaying products,
technology and services from Swedish companies for the Taiwan market.
Block C5, Suhong Industrial Square, 81 Suhong West Road Phone: +86 152 5009 5190
SIP, 215021 Suzhou, P.R. China Phone: +86 189 3459 9953
usz@unimer.se, www.unimer.cn
Rubber Products
Plastic Products
Flexible hoses
Assembly
Sweden Day a great success
More than 420 guests attended the first Sweden
Day in Taipei, where Swedish companies were
showcasing their products and technologies.
1. Sweden’s state secretary Erik Bromander.
2. Business Sweden’s chief representative
Henrik Persson greets director-general
Zhang Ming-zhong of the Ministry of
Foreign Affairs.
3. Swedish student Anna Blixt with a visitor.
4. Flavors, the only Swedish restaurant in
Taipei, organised the buffet.
5. Atlas Copco created a Swedish Dala
horse by using balloons.
1 2 3
4 5

Irena Busic appointed new GM
n The board of directors of the Swedish Chamber of Commerce in China have
appointed Irena Busic as the new general manager. She will assume office in the
beginning of January 2015.
“The Swedish Chamber of Commerce in China has grown considerably in recent
years and it’s going to be interesting, educative and a lot of fun to be involved in
further developing the chamber,” says Busic.
She is currently communications director at Stora Enso in Guangxi in southern
China, and has extensive experience in business and communications, having
previously worked as a PR consultant, head of media relations at the entrepreneurial
organisation Företagarna, head of information at the pension insurance company
AMF and press secretary/political advisor to former Foreign Minister Carl Bildt.
“It’s a pleasure to welcome Irena as the new executive director of the Swedish
Chamber of Commerce in China. We were looking for someone with experience in
advocacy, communication and leadership and we feel confident in our decision. Irena
also contributes with her wide network of contacts and China experience,” says the
chamber’s chairman Katarina Nilsson.
n The Swedish Chamber of Commerce in China has recently
developed a platform to facilitate business networks as a part of its
offerings. The aim is to promote experience sharing on various levels
and issues or professional roles. The networks are confidential and
run by a member who is experienced and passionate about a certain
topic such as human resources, corporate social responsibility or
holding the position of CEO, CFO or likewise.
The first to get up and running is Businet, a network for Swedish-
speaking women leaders in Shanghai. The network was founded in
Paris in 1995. Marie Sommar, regional communications manager for
Asia at Alfa Laval, and Malin Emilson, managing director at Stitch &
Cobblers, were both active members of that network.
They reconnected in Shanghai in 2012 and decided to launch
Businet here, a move that has been much appreciated by Swedish-
speaking women leaders. The network, which now consists of around
40 women, meets once a month to listen to a relevant speaker,
hold discussions and supportively share experiences. Many fruitful
business connections have also been tied during the meetings.
“More and more women are coming to Shanghai to work, so we
thought that there was a need for a network with other women in
the same situation,” says Sommar. “Businet in Paris was very useful
to me and also provided me with a social platform and I wanted to do
the same for the women in Shanghai.”
Emilson adds, “It’s great to have someone to call that has faced
the same challenges as you are facing.”
To become a member you have to be recommended and will
first be invited to a meeting as a guest. All members should actively
engage with others present. As Emilson puts it, the network is only
as good as the members make it. You can connect with Businet
Shanghai on LinkedIn.
The Swedish chamber urges members who want to start their
own chamber business network to contact us. We will help you
to get started and help facilitate the network. In Beijing, please
contact karin@swedishchamber.com.cn, in Shanghai, emma@
swedishchamber.com.cn.
Five-year visa to Sweden
n Non-Swedish citizens who have visited relatives and friends
in Sweden on a frequent basis over the past couple of years,
may now apply for a multiple-entry visa that can be valid for up
to five years. The decision to grant a visa for period longer than
one year is made only after careful review of the applicant’s
travel history and reasons for travelling to Sweden.
Irena Busic starts her
new job in January 2015.
Network and experience sharing
Malin Emilson (left) and
Marie Sommar have started a
business network for Swedish
female leaders in Shanghai.

We feel at home in the Chinese market and want you to feel the same. It’s a large and
fastgrowing market. As a result, more and more Scandinavian companies need banking
solutions, such as cash management, financing in local and foreign currencies, trade
finance and treasury solutions in China.
We’ll help you – bringing our 20 years of experience of business in China. If you have
the opportunity, please visit us in Shanghai where we’ve been located since 2001.
Swedish banking in China
Swedbank Shanghai
Citigroup Tower 601,
33 Huayuanshiqiao Rd.
Shanghai, China
+ 86 21 386 126 00
Josefine M. Mosse
josefine@executivehomes.hk
C
M
Y
CM
MY
CY
CMY
K
Dragon_News_2013.pdf114-2-27下午5:49
n Anders Johansson is the new priest at the Church of Sweden Abroad, serving the
Swedish community in China and Hong Kong.
“Together with my wife Kerstin and our youngest daughter Hanna, I moved to Hong
Kong in September. Over the past 20 years we have been living in Kalmar, a beautiful city
on the east coast of Sweden. In Kalmar, I have served as student chaplain, as a parish priest
and for the past eight years as senior chaplain in the Kalmar Cathedral,” says Johansson.
In June, it was decided that he and Kerstin were going to work in China and Hong Kong.
Their predecessors, Lennart and Lis Hamark, moved back to Sweden this summer.
“As senior chaplain of the Church of Sweden Abroad, I will hold regular Swedish
services, confirmation classes, baptismals, counselling and so on. I will be visiting Beijing
and Shanghai once a month to meet with the Swedes living there,” he says.
“Being a Swedish priest abroad is, like in Sweden, to take part in the daily life and share
both times of need and plenty. I am looking forward to meeting you all,” says Johansson.
For more information please visit www.svenskakyrkan.se/hongkong.
Welcome Anna!
Warm congratulations to Anna Reibring, who has
received the first Uppsala University Scholarship at
the Swedish Chamber of Commerce in Hong Kong.
Anna will start in January 2015, and stay
until December 2015. Apart from working at the
chamber, she will also work to further develop the
Uppsala University Alumni Association in the region.
Anna has a creative and entrepreneurial
background, always positive to explore new
possibilities. She will graduate from the
university’s Bachelor programme in Business and
Economics with a major in International Business
and Marketing, before the end of this year.
We are very happy to welcome Anna to our
team, and look forward to her arrival.
The SwedCham HK team
New Swedish priest
in China and Hong Kong
Anders Johansson looks
forward to serving Swedes in
Hong Kong and China.
Anna Reibring
will join
SwedCham
Hong Kong in
January on a
scholarship.

HONG KONG ORDINARY MEMBERS >>>
Axis Communications Ltd
Unit 1904-07, 19/F
Chevalier Commercial Centre
8 Wang Hoi Road
Kowloon Bay, Hong Kong
Tel: +852 2511 3001
Fax: +852 2511 3208
Web: www.axis.com
About us
Axis offers intelligent security solutions that enable a smarter,
safer world. As the global market leader in network video,
Axis is driving the industry by continually launching innovative
network products based on an open platform – delivering high
value to customers through a global partner network.
Axis has long-term relationships with partners and
provides them with knowledge and ground-breaking network
products in existing and new markets.
Chamber representative
Chris Cheung, General Manager Hong Kong
Clean Air Hong Kong Limited
Unit 2801 New Trend Centre
704 Prince Edward Road East
Kowloon, Hong Kong
Tel: +852 2345 8801
Email: info@cleanairhk.com
Web: www.cleanairhk.com
About us
Clean Air HK Limited is the exclusive distributor of Blueair in
Hong Kong and Macau.
At Blueair, we believe that clean air is a human right.
We are an innovative company with an exclusive focus:
designing and manufacturing the best air-purification
systems available today. Blueair’s award-winning air purifiers
are for people who don’t want to compromise on health,
design or function. Our products help relieve the discomfort
of allergy and asthma symptoms and can enhance
respiratory health and well being for anyone. Blueair’s
performance is proven effective, and we provide information
with integrity so consumers can make informed choices.
Patrick Ng, Director
Eight Partnership Ltd
17/F The Hennessy
256 Hennessy Road
Wan Chai, Hong Kong
Tel: +852 2892 1322
Email: partner@eightpartnership.com
Web: www.eightpartnership.com
About us
Eight is one of Asia’s most-awarded independent brand
experience firms. Established in 1993 by Norwegian brothers
Bjorn and Chris Fjelddahl, Eight delivers brand strategy,
design and communications for companies such as Apple,
Blackstone, Cathay Pacific, Dyson, HSBC, Starbucks, Tishman-
Speyer, The Economist and others. Driven by a strong
Scandinavian creative ethos and often introduced as one of
Asia’s most influential firms in its field, Eight has been referred
to as “the silver bullet” for big branding issues facing CEOs.
Chamber representatives
Bjorn Fjelddahl, Partner
Chris Fjelddahl, Partner
2
1
2
1
The International Montessori School
Stanley Campus
Phase III, Ma Hang Estate
Stanley, Hong Kong
Tel: +852 2566 7196
Fax: +852 3006 2950
Email: admin.st@montessori.edu.hk
About us
At the International Montessori School (IMS), we share the
aspiration of every parent: we want a life of intelligence and
independence for our children, enjoyed with self-reflection,
a multicultural mind set, and purposeful engagement in the
world. Which is why, across our four campuses on Hong Kong
Island, IMS is dedicated to nurturing and inspiring children
through bilingualism, individualised program, and Montessori
Learning, with a focus on independence, freedom within
limits, and respect for a child’s psychological, physical and
social development.
Karin Ann, School Founder and Principal
Anne Sawyer, School Founder and Administrator
2
1
2
1
Malin Design Ltd
Tel: +852 5329 6288
Email: malin.designltd@gmail.com
Web: www.malinohlsson.com
About us
Malin Ohlsson is a Hong Kong-based Swedish silversmith and
jewellery designer. Having trained both in Sweden and the
UK, Malin is a master craftsman and has exhibited her work
both in Europe and around Asia. Malin Ohlsson’s work ranges
from conceptual yet wearable jewellery collections through
to statement objet d’art. Malin Ohlsson also works close
to her private clients, creating special commissioned work.
Everything is handmade by Malin herself.
Malin Ohlsson, Founder/Director
MIQ Logistics Hong Kong Ltd
Unit 4313-4318, Level 43
Tower 1, Metroplaza
223 Hing Fong Road
Kwai Fong, N.T., Hong Kong
Tel: +852 2410 6900
Email: asia.raterequest@miq.com
Web: www.miq.com
About us
With 24 owned-and-operated offices across 11 countries/
regions within Asia, MIQ Logistics has the in-country expertise,
relationships and systems to give customers reliability
and control over their supply chains, whether goods are in
inventory or in transit. Our portfolio includes comprehensive
transportation, distribution and global services, as well as an
extensive list of specialised capabilities.
Strong relationships with airlines and ocean carriers
ensure we can find transportation capacity for you,
regardless of the destination or transit speed.
Fredrik Nyberg, Director, Network Development Asia
Vein
Vein Lee Gardens
Shop 301-302, Lee Gardens One
33 Hysan Avenue
Causeway Bay
Hong Kong
Tel: +852 2528 4988
Web: www.bvein.com
Vein on the Yard
2 St Francis Yard
Wan Chai
Hong Kong
Tel: +852 2804 1038
About us
Vein is a retail concept inspired by the passion for the
understated beauty of Nordic and Scandinavian style.
Designers and brand names, both new and cherished,
curated from Sweden, Denmark and Finland, form the core
of our women’s offerings. All are handpicked – chosen for a
distinctive cut, a unique print, an edgy detail, or exclusive
materials – all hallmarks of modern classics.
Vein believes anything that is rare or difficult to come by
constitutes new form of luxury. Not only in a material sense,
but as it relates to qualities from grace, taste and peace of
mind. Vein is here to provide those rare finds.
Melinda Wong, Founder & Director
VOID Watches Ltd
Unit 1204, Hollywood Centre
233 Hollywood Road
Sheung Wan, Hong Kong
Tel: +852 2857 6687
Email: info@voidwatches.com
Web: www.voidwatches.com
About us
VOID Watches was originally launched in 2008 by Swedish
designer David Ericsson. What started as a side project to a
career in design and engineering turned into a full-time job
and eventually a small company. Our watches not only tell
time, they also tell the story of turning ideas into reality.
We want our watches to inspire, not only by how they look
but also by what they represent; the drive to always create
and always improve. Simplicity is at the core of our design
philosophy, a philosophy strongly rooted in our Swedish
heritage. We prefer simple shapes and use materials that
are best suited for the purpose. We pay attention to the
details and we never compromise on quality.
David Ericsson, Founder/Designer

CHINA COMPANY MEMBERS >>>
Biogaia
Room 2101, Xin Cheng Mansion
167 Jiangning Road
Jing’an District
Shanghai 200041
Tel: +86 186 0177 2634
Web: www.biogaia.com
About us
Selling Swedish probiotics with lactobacillus reuteri for
adults and infants in China. Lactobacillus reuteri is also used
in Nestlé’s baby formula in China.
Sebastian Nummelin, Key Account Manager
Email: sen@biogaia.se
Mobile: +86 186 0177 2634
Oriflame Services Hongkong Limited
Unit 620, Level 6
28 Hennessy Road
Admiralty
Hong Kong
Tel: +852 3951 9755
Email: holly.qu@oriflame.cn
Web: www.oriflame.com
About us
Founded in 1967 by two brothers and a friend, Oriflame is
now an international beauty company selling direct in more
than 60 countries around the world. Its wide portfolio of
Swedish, nature-inspired, innovative beauty products are
marketed through a sales force of approximately three
million independent Oriflame Consultants, who together
create annual sales of around €1.5 billion. Oriflame offers
the leading business opportunity for people who want to
start making money on day one and work towards fulfilling
their personal dreams and ambitions through its unique
business opportunity concept – Make Money Today and
Fulfil Your Dreams Tomorrow™.
Dan Thomas Ekberg
Senior Vice President Global Business Area Africa, Middle
East and Asia, Head of Greater China and Head of APAC
LeanNova Automotive Engineering
Shanghai Ltd
Room 2506, Guson Center Soho2
388 Zhongjiang Road
Shanghai 200062
Tel: +86 186 2171 0075
Web: www.leannova.se
About us
Automotive design and engineering with office in Shanghai.
Fredric Aldelind, COO
Email: fredrik.aldelind@leannova.se
Mobile: +86 186 2171 0075
Tomas Camén, CEO
Email: Tomas.camen@leannova.se
Mobile: +86 137 6446 7805
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YueHan (Shanghai) Trading Co, Ltd
Room 2101, Xin Cheng Mansion
167 Jiangning Road
Jing’an District
Shanghai 200041
Tel: +86 21 6258 7424
+86 21 6258 7435
Web: www.yuehantrading.com
About us
Our business is helping overseas brands to operate and
to sell in China, through online and offline retail channels.
The business model is based on a complete set of services
within fulfilment and sales. The company has two business
areas: The Enabler – a Chinese business support service,
and The Operator – a trading and fulfilment service for
overseas brands that wants to sell their products on the
Chinese market via online and offline retail channels. The
service scope is within consumer products (FMCG) such
as fashion and accessories, shoes and bags, baby and
children’s products, safety and health products, interior
decoration, etc.
Johan Aledal
Email: johan.aledal@yuehantrading.com
Mobile: +86 135 8579 9100
Johan Wikander
Email: johan.wikander@yuehantrading.com
Mobile: +86 159 2199 0294
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