Greater Zurich Area Invest In Special Edition by John Yang

前言 Preface 02 瑞士大苏黎世地区：为中国投资者创造美好未来 The Greater Zurich Area: A Knowledge Hub with a Future for Chinese Companies

封面故事 COVER STORY 04 大苏黎世：投资者在欧洲的桥头堡 Greater Zurich: A European Sweet Spot for Investors 观点 OPINION 12 成功源自持续创新 Success Builds on Constant Innovation

18 软实力很重要—— 中国公司在瑞士的成功投资 Soft Skills Matter – Chinese Companies’ Successful Investment in Switzerland 专访 INTERVIEW 20 皇冠金属贸易公司许奇专访 Interview with Jacky Xu, Crown Metals Trading AG 投资领域 INVESTMENT SECTORS 22 瑞士总部——通往欧洲之门 Swiss Headquarters – Your Gateway to Europe

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前言

瑞士大苏黎世地区

为中国投资者创造美好未来

The Greater Zurich Area A Knowledge Hub with a Future for Chinese Companies

中

国和瑞士的友好关系由来已久，两国之间的商务关系紧密默契。中瑞之间的

long-standing friendship exists

pace and mutual direct investments are

between China and Switzerland,

continuously gaining importance. China

as both countries have a

and Switzerland have overcome the

联系早在上世纪 50 年代就已经开始，

strong interest in intensifying business

economic crisis without lasting damage,

瑞士也是第一个承认中华人民共和国

relations. Connections between China

and both have proven to be a refuge

作为独立国家的西方国家之一。时至

and Switzerland were established in

of economic stability. This stability is an

今日，中国也已成为瑞士公司的主要

1950 when Switzerland was one of

essential prerequisite for innovation and

市场，且增长潜力不可小觑。另一方

the first Western nations to recognize

sustainable economic prosperity.

面，瑞士和大苏黎世地区正逐渐成为

the People's Republic of China as an

中国公司进行欧洲业务的集中管理的

independent country. Today, China is a

The Greater Zurich Area is the business

理想集散地和中心。此外，两国之间

key market for Swiss companies with

center of Switzerland – due to its

的双边贸易增长势头愈发迅猛，互相

enormous growth potential. On the other

strong innovation, unique culture of

之间的投资也持续增长。中国和瑞士

hand, Switzerland and the Greater Zurich

precision and high quality of living. The

都在世界经济危机中得以全身而退，

Area has slowly developed into a hub

economic region surrounding the world-

两国在危机中的表现被认为是经济稳

for Chinese companies conducting their

famous financial metropolis of Zurich

健的最好证明。稳健的经济是创新力

European business from a central and

employs around 1.5 million multilingual

和可持续经济繁荣的必要条件。

ideally structured location. The volume

and international workers in 150,000

of bilateral trade is growing at a fast

companies in industries such as life

Invest In Special Edition

Preface 大苏黎世地区是瑞士的商业中心—— 因为它高度的创新力，有独特的追求卓越精准的文化传统和高质量的生活水平。世界著名的金融大都市苏黎世和它的周边地区雇佣了 150 万名能使用多种语言，拥有国际经验背景的劳动力队伍，这些人在该地区的 15 万家公司任职，涉及行业包括生命科学、清洁能源科技、通讯科技和服务行业。大苏黎世地区能覆盖超过 5 亿人口的欧盟消费者。瑞士和大苏黎世地区也签订了大量的贸易协定，是深入欧洲市场的理想选址地。得益于它的中

sciences, clean tech, high-tech, ICT and

with strategic investors, management

心位置，一流的基础设施和多元文

the service industry. From here, more

friendly regulatory agencies, and leading

化氛围，瑞士更是一个把产品和服

than 500 million customers in the EU

IP protection strategies has resulted in

务进行市场试水的极佳选择。

can be reached. With its numerous trade

an unbeatable market advantage.

agreements, Switzerland and the Greater

创新力和随后的商业化是我们

Zurich Area are ideally integrated in the

Join the growing number of Chinese

地区和国家经济命脉。苏黎世商务

European market. Thanks to the central

companies who have discovered this

区和瑞士从一开始就已把它作为既

location with its first-class infrastructure

formula for success. "Welcome to the

定目标。大苏黎世地区和瑞士现在

and multicultural setting, Switzerland is

Greater Zurich Area!"

的繁荣盛况也要感谢瑞士坚持不懈

furthermore an outstanding test market

的创新精神。

for products and services.

今日世界无处不在的竞争依靠

Innovation and subsequent

的是两点——创新和商业化。能成

commercialization are the engines of

功把它们瑞士模式不仅让公司永远

our regional and national economy. The

领先一步，它也是成功的必备模式。

Zurich business region and Switzerland

瑞士有世界一流的著名高等学府和

recognized this at an early stage. The

研究机构，和具有战略性眼光的投

existing prosperity in the Greater Zurich

资者携手合作，加上瑞士适合营商

Area and Switzerland has only been

的优良政策和世界领先的知识产权

possible thanks to constant innovation.

保护策略，都会让它在市场竞争中处于不败之地。

Today’s competitive world is driven by two things – innovation and

和已经在瑞士取得巨大成功的

commercialization. The ability to integrate

中国企业一起，走向更大的成功！

these processes successfully is crucial

“大苏黎世地区欢迎您！”

for the survival of any business. The

Sonja Wollkopf Walt CEO, Greater Zurich Area AG

Swiss Formula not only keeps companies one-step ahead of the competition, it is a formula for success. Marrying first class, world renowned academic institutions Invest In Special Edition

封面故事

欧洲心脏大苏黎世地区将自己定位为创新与商务的全球领导者。随着最近签署的自由贸易协定，她为那些寻求进入该地区的中国投资者提供了理想基地。 The Greater Zurich Area, at the heart of Europe, has positioned itself as a global leader in innovation and business. With the recent signing of a free-trade agreement, the region provides the ideal base for Chinese investors looking to enter the region.

4 大苏黎世：

投资者在欧洲的桥头堡

Greater Zurich:

A European Sweet Spot for Investors

By Jonathan DeHart

从经商便利性，生活质量到市场进入

等各方面因素。就总体海外生活满意

from ease of doing business to quality

Some 9,300 survey respondents

度方面，汇丰银行最近开展的 HSBC

of life and access to markets must

weighed in on factors from quality of life

外籍开拓者调查就轻松解答了这个方

all be considered. In terms of overall

to financial well-being and prospects for

面的现状。本调查结果是明确的：对

satisfaction with life overseas, the

raising a family in their adopted country.

于那些生活和工作在海外的人士来

recently conducted HSBC Expat Explorer

The alpine nation at the heart of Europe

说，瑞士是最能够被称为像家一样的

survey makes this process easy. And

unequivocally took the top spot when

地方。

its findings are clear: Switzerland is the

the metrics were tallied. Is this really that

就

选择欧洲地区的商务运营基地而言，中国公司应该从何开始？这就必须考虑

Invest In Special Edition

hen it comes to choosing a

highest rated country in the world to be

base of business operations

called home for those living abroad and

in Europe, where does

working overseas.

a Chinese company begin? Factors

Cover Story surprising? After all, Switzerland has

invests 5.5% of GDP, 17% of total public

到金融理财，以及在这个第二故乡养

developed an enviable reputation for its

expenditure in its education system.

家糊口等方面因素进行权衡。各方面

ideal balance between excellence and

It’s no surprise to learn that the nation

指标都显示这个位于欧洲心脏地带的

comfort over the years.

has produced more Nobel laureates

9300 位受访者对从生活质量，

per capita than any other country in the

高山国家当仁不让的坐上头把交椅。

world.

毕竟，瑞士以其多年来在卓越性和舒

Expats are not alone in this assessment.

适性方面实现的完美平衡积累了令人

After running numbers related to 103

称羡的声誉。

countries through a 48-variable system,

The Greater Zurich Area (GZA) is at the

the Global Talent Competitiveness Index

heart of the Swiss success story.

不止一个外国人给出这样的评

2013 concluded that Switzerland was

价。103 个国家的各项数据经由某个

indeed the best place to work worldwide.

“Recent economic rankings confirm,

48 变量系统进行综合，2013 全球人

Significantly, Switzerland maintains this

undoubtedly, that the Greater Zurich

才竞争力指数显示，瑞士的确是世界

level of excellence sustainably. This

Area is one of the prime business

上最适合工作的地方。值得注意的是，

year, Yale University ranked Switzerland

locations in the world,” Ernst Stocker,

瑞士持续保持了这份卓越。就环境保

the leader of the pack when it comes

Government Councillor and Director of

护而论，今年耶鲁大学将瑞士评为领

to environmental protection. The nation

the Department for Economic Affairs of

头羊，瑞士为其 800 万名得到充分

of 8 million well compensated citizens

the Canton of Zurich tells Invest In.

补偿的公民提交了一份在环境保护工

earned a score of 87.67 out of 100 for

作方面得分为 87.67 的答卷。

its environmental protection efforts.

Felix Sutter, a partner with PwC Switzerland and responsible for Asian

此外，令人惊讶的是，这个举办

Moreover, is it all that shocking that the

business, adds: “The Greater Zurich

年度达沃斯峰会的国家被世界经济论

country which hosts the annual Davos

Area offers even more advantages,

坛评为了最具竞争力国家，这难道全

summit was rated the most competitive

being not only home to numerous

部归功于“她的全面而持久的强势表

globally by the World Economic Forum

leading technological firms but also well

现”？她没有一项高评价是靠运气获

in 2014, thanks to “its continuing strong

connected with the key global economic

得的。去年经济学人智库将瑞士评为

performance across the board”? None

centers via its airport.”

是世界上的最佳出生地，并称瑞士是

of these stellar results are left to chance.

从出生开始就受到祝福的国家。这要

The Swiss, it turns out, are blessed

Bordered by Germany, France, Italy,

从学校开始讲起。瑞士将其国民生产

from birth, according to the Economist

Austria and Lichtenstein, Switzerland’s

总值的 5.5％，占公共支出的 17％投

Intelligence Unit, which rated it the

geographic advantages are unrivalled.

资于教育体系。因此，这个国家诞生

best place to be born in the world last

This makes the landlocked nation a

了高于世界上其他国家的人均诺贝尔

year. This starts in school. Switzerland

cultural melting pot where three cultures

奖得主就不足为奇了。大苏黎世地区（GZA）是瑞士成功故事的中心地带。 “最新的经济排名显示，大苏黎世地区毫无疑问是世界上最主要的商业地区之一，”苏黎世州经济部长兼州长的 Ernst Stocker 对 Invest In 杂志记者说道。

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封面故事 Felix Sutter 是普华永道瑞士（PwC Switzerland）的合作伙伴，并负责亚洲业务，他补充道：“GZA 拥有更多优势，它不仅是中国先进技术公司的大本营，而且通过机场同全球主要经济中心保持良好的联系。” 瑞士同德国、法国、意大利、奥地利和列支敦士登接壤，具备得天独厚的地理优势。由此这个内陆国家成为了一个文化熔炉，三种文化和四种语言给为瑞士社会增添了更多风情，其 23% 的人口为非瑞士籍人员。的确，她声名在外。越来越多追求全球扩张的中国投资者和企业纷纷涌向瑞士。Stocker 说，“越来越多的人——包括越来越多中国公民——

探索着这片迷人区域。自 2010 年以来，在苏黎世过夜的中国游客人数几乎增加了一倍（+97%）。” 这种趋势可能会加速。凭借其自

and four official languages flavor a

form of qualified workers blessed with

society in which 23% of the population is

progressive labor standards (ranked

non-Swiss.

fourth globally in terms of flexibility by the IMD World Competitiveness Yearbook

由的法律制度，利商税法（总部和贸

2013).

易公司的税率为 8~12.5%；普通公

Indeed, the word is out. Increasingly,

司的税率为 14~21%）以及以合格

Chinese investors and companies

工人为主要形式的丰富人才资源和得

seeking to expand globally are flocking to

All of these factors have amounted to

天独厚的先进劳工标准（在灵活性方

Switzerland. According to Stocker, “More

Switzerland’s brilliant recipe for success,

面，2013 IMD 世界竞争力年鉴将其

and more people – including a growing

fostering a business environment that is

列为全球第四），GZA 对于中国投

number of Chinese citizens – explore

uniquely open to the world.

资者的吸引力将进一步增强。所有这

the charming region. Since 2010, the

些因素构成了瑞士获得成功的绝佳配

number of overnight stays of Chinese

“The secret of success is simple,”

方，并创造了这个对全世界开放度极

tourists in Zurich has almost doubled

Stocker says. “Marrying first class,

高的商业环境。

(+97%).”

world renowned academic institutions with strategic investors, management

This trend will likely accelerate. Greater

friendly regulatory agencies, and

表示，“那就是同世界知名的一流学术

Zurich Area's appeal to Chinese

leading IP protection strategies results

机构和战略投资者，以及专业化管理监

investors is further strengthened by its

in unbeatable market advantage which

管机构和先进知识产权保护策略相结

liberal legal system, business-friendly

allows companies to be one-step ahead

合，由此产生无可匹敌的市场优势，使

tax laws — tax rates for HQ's and trade

of the competition.”

公司在竞争中领先一步。”

companies (8.5% - 12.5%), taxes for

“成功的秘诀很简单”， Stocker

这一切似乎还不足以说服中国的潜 Invest In Special Edition

ordinary taxed companies (14% - 21%)

As if all of this is not enough to entice

— and an abundance of talent in the

would-be investors from China to

Cover Story 在投资者考虑搬去瑞士，那么，2013

consider a move to Switzerland, the pot

managers, the conversation often turned

年 7 月，中国和瑞士两国签订的自由贸

was sweetened further in July 2013 with

to the free trade agreement between

易协定（FTA）将使各方面条件更为成

the signing of a free trade agreement

Switzerland and China, which earned

熟。FTA 是北京和欧洲大陆国家签订

(FTA) between Switzerland and China.

much recognition. ‘Switzerland has

的第一个同类协议。该协议的潜在利

Significantly, the FTA was Beijing’s first

negotiated a really good agreement’, is

益是巨大的。

such agreement inked with a nation in

the general consensus.”

continental Europe. The potential benefits

“同中国签署的这个贸易协定为

of this agreement are huge.

In a nutshell, the FTA aims to break down barriers to the smooth flow of

瑞士开启了许多机会，大苏黎世地区将从中获得巨大利益。”Sutter 说。

“The trade agreement with China

goods and services between China

他谈到了他在中国的丰富经历，他在

opens up numerous opportunities for

and Switzerland, while bolstering legal

中国的熟人都对本次协定签署做出了

Switzerland, from which the Greater

security for intellectual property. The

一致好评。

Zurich Area stands to draw substantial

FTA will eliminate tariffs fully or in part for

benefits,” Sutter says. He speaks from

most bilateral trade either immediately

a wealth of experience on the ground

or over a period of time, depending

常和当地的管理人员和企业家接触，

in China, where his own network of

on the good or service. Deepening

“我在北京生活时认识的人……在最

acquaintances has unanimously praised

cooperation further, the FTA is coupled

近与中国管理者的会谈中，我们的谈

the development.

with the recently signed Agreement

在频繁去往中国期间，他说他经

on Labour and Employment, which is

话内容经常转移到中国和瑞士的自由贸易协定上，这个协议获得了大家的

On his frequent trips to China, he says

meant to ensure that labour standards

认可。‘瑞士谈了一个很好的协议’，

that he mingles with local managers,

will not be compromised in a bid for

这是大家的共识。”

entrepreneurs and “people whom I know

profit nor disregarded for the purpose of

from the time I spent living in Beijing…

protectionism.

概括来说，FTA 的目的在于打破

During recent meetings with Chinese

壁垒，实现中国和瑞士之间货物和服务的畅通，同时为知识产权提供法律保障。FTA 将立即或在一段时间内全部或部分消除双边贸易中大部分的关税，具体取决于产品或服务。为了进一步深化合作，在 FTA 的基础上，最近又签署了劳工和就业协议，旨在保证劳工标准不会因追求利润而受到影响，或因贸易保护主义而受到忽视。这些协议意味着中国和瑞士全面加强了双方之间的经济关系。随着中国成为世界第二大经济体，并成为瑞士的主要贸易伙伴，这项协议的签署是一个巨大的进步。中国购买自瑞士的工业产品数量超过了任何其它亚洲国家，排名世界第三，仅次于欧盟和美国。仅在 2013 年，瑞士发往中国的货物就占了全部出口额（共计 87 亿瑞士法郎）

Felix Sutter

Ernst Stocker

Partner, Risk Assurance Services, Head Asia Desk

Government Councillor and Director

PricewaterhouseCoopers AG

of the Department for Economic Affairs

Zurich, Switzerland

Canton of Zurich

Invest In Special Edition

封面故事的 4.1%, 同时，瑞士也从中国进口了价值 114 亿瑞士法郎的货物（占总进口额的 6.1%）。瑞士频繁销往中国的产品包括机器和仪器，钟表，化学品和药品；而如机械，纺织品和服装，钟表制造和化工产品等大量产品又从中国销往瑞士。大量瑞士服务提供商在中国经营，反之亦然。 “中国是迄今为止瑞士在亚洲最重要的贸易伙伴，同时瑞士是中国的第七大贸易伙伴及来自欧洲的第六大外资来源地，”Stocker 说道。

These agreements amount to stronger

Europe,” Stocker says.

economic ties across the board for China and Switzerland. With China now

Aside from the obvious benefits of

明显好处，Sutter 指出，“中国人不

the world’s second largest economy,

granting two-way access to the Chinese

仅仅将瑞士视为一个销售区域，而是

as well as a key trading partner for

and Swiss markets, Sutters notes that

将其看作一个国内生产总值超过 17

Switzerland, this is a monumental step

“China's eyes are not so much set on

万亿美元的欧洲市场。多亏了双边协

forward. China buys more industrial

Switzerland as a sales region, but on the

定的签署，瑞士在欧洲的坚实地位为

products from Switzerland than any Asian

European market with a GDP in excess

中国提供了一个通向 30 多个国家的

country and third worldwide, following the

of USD 17 trillion. Thanks to the bilateral

理想桥头堡。”

EU and US. In 2013 alone, Switzerland

agreement, Switzerland's firm base within

sent 4.1% of all its exported goods (valued

Europe provides China with the ideal

近期对 FTA 的关注造成了这样

at CHF 8.7 billion) to China, and imported

bridgehead to more than 30 countries.”

的印象，中国和瑞士之间的商务合作

CHF 11.4 billion worth of goods (6.1% of

是比较新的发展，事实上，两个国家

all imports) from China.

除了中国和瑞士市场接轨带来的

While recent attention to the FTA creates the impression that business

之间的商务往来已经有数世纪的历 Swiss goods regularly going to China

collaboration between China and

include machines and instruments, watches,

Switzerland is a recent development,

chemicals and pharmaceuticals; while goods

the two nations in fact have been

务合作关系可以追溯到 17 世纪中叶，

such as machinery, textiles and clothing,

engaged in commerce for centuries.

并在最近得到了快速发展，”Stocker

watch making and chemical products

说。“瑞士是最早同中华人民共和国

flow heavily from China to Switzerland. A

“The excellent business relationship

签订商业协议的国家之一。”

large number of Swiss service providers

between China and Switzerland

operate in China and vice versa.

goes back to the mid-17th century

史。 “中国和瑞士之间的良好的商

and recently developed at a rapid

过去建立的大量商业联系为今天的繁忙往来奠定了基础。“作为大苏

“Today, China is by far the most important

pace,” Stocker says. “Switzerland

黎世地区中心的苏黎世州多年来一直

trading partner for Switzerland in Asia

was one the first countries to enter

同中国保持着亲密的友谊，”Stocker

while Switzerland is China’s seventh

into commercial agreements with the

继续说。“近年来，苏黎世地区同重

largest trade partner and the sixth

People’s Republic of China.”

庆和广东省建立了合作关系并在许多

largest source of foreign investment in

Invest In Special Edition

Cover Story 领域开展了合作。合作协议包括加强

A good deal of relationship building

banking and finance. And yes, chocolate

经济和科技方面的合作关系。”

in the past laid the foundation for the

and watches.

buzz being felt today. “The Canton of

瑞士 FinkRen 股份有限公司执行

Zurich, the center of the Greater Zurich

There is one important matter to note

合伙人任榜英 Ren Bangying 说：“20

Area, has maintained for years a close

about industry in the nation. The Swiss

多年前，瑞士公司开始在中国投资。

friendship with China,” Stocker continues.

are humble, according to R. James

大部分的努力都证明是成功的，无论

“In recent years, Zurich established

Breiding who was speaking in an

是对瑞士公司而言，还是对他们的中

partnerships and engaged cooperation in

interview with KPMG for its publication

国生意伙伴而言。”

numerous aspects with the provinces

Clarity on Investment in Switzerland. This

of Chongqing and Guangdong. The

accounts for why much of the country's

cooperation agreements include

strength is hidden from plain sight. Less

的大本营，例如清洁可持续技术、高

the strengthening of economic and

advertised than its signature items like

科技、IT、生命科学、精密产品和机械、

scientific relations.”

chocolates and watches are a large

具体而言，GZA 是诸多产业集群

number of successful B2B companies

电气和金属加工业（MEM）。当然，她还是瑞士传统产业的中心，如医药、

Ren Bangying, Managing Partner of

(ABB, Holcim, Sika, Georg Fischer,

奢侈品、银行业和金融业。当然，还

FinkRen GmBh, Switzerland, says: “More

Kühne & Nagel, Schidler) and companies

有巧克力和手表。

than 20 years ago, Swiss companies

selling goods and services attached

started to invest in China. Most of these

to other bigger brand names, such as

endeavors have proven to be successful,

fragrances or flavors, Breiding explains.

关于本国工业，还有一个需要注意的重要事情。瑞士人非常谦虚，R.

for both the Swiss companies and their

James Breiding 为其新书《瑞士投资

Chinese business partners.”

All told, whether B2B or in the spotlight, some 1,000 multinationals are operating

的透明度》的出版接受了 KPMG 的采访，其间，他谈到了这一点。这就解

Specifically, the Greater Zurich Area is

in Switzerland today and account for

释了为什么瑞士将大量国家实力隐藏

home to a number of industry clusters,

10% of the nation’s GDP. Some of the

在大家的视线之下。许多公司的广告

from clean and sustainable technologies

heavy hitters with HQs in the alpine state

宣传比不上瑞士的标志性特产—巧克

to high-tech, IT, life sciences, precisions

include Siemens, Unilever, Johnson &

力和手表，但他们仍旧很成功，例如

goods and the mechanical, electrical

Johnson, Dow Chemical and Google

B2B 公司（ABB、豪瑞、西卡、GF

and metalworking industry (MEM). It

(whose staffs are called “Zooglers”

乔治费歇尔、德迅和迅达）以及一些

is, of course, also a hub for industries

in GZA, which they rate as the most

同大品牌有关联的产品销售和服务公

classically associated with Switzerland

desirable place to work among the

司，例如香料和香精，Breiding 解释道。

such as pharmaceuticals, luxury goods,

company’s many global hubs). Swiss

Invest In Special Edition

封面故事总而言之，无论是 B2B，还是那些在聚光灯下的产业，今天在瑞士经营的跨国公司有 1000 多家，占全国 GDP 的 10%。总部设在这个高山国家的重量级公司包括西门子、联合利华、强生、陶氏化学和谷歌（大苏黎世地区的谷歌员工被称为 “Zooglers”, 他们将这里评为是本公司诸多全球中心中最令人向往的工作地点）。瑞士跨国公司占了国内生产总值的 25%，其中包括像雀巢、罗氏公司、苏黎世保险、嘉能可国际那样的巨头公司。瑞士产业范围如此之广，无怪乎许多中国企业迫切地想在此地安营扎寨。Stocker 列出了选择 GZA 作为其欧洲基地的中国企业，包括天合光能，

晶科能源，英利，纷美包装和华为。从建立总部，寻找当地合作伙伴，到通过兼并和收购实现成长，经由瑞士走向欧洲的路有很多条。 “最初我们考虑了卢森堡、荷兰和爱尔兰，”徐说。“但是，由于瑞士较高的人身安全水平，高效的政府和在世界范围内的声誉，我们最终选

multinationals make up for another 25%

“Initially, we considered Luxembourg, the

择了瑞士。到目前为止，我们在瑞士

of national GDP and include giants such

Netherlands and Ireland,” Xu says. “But

非常愉快，我们公司甚至同德国大众

as Nestle, Roche, Zurich Insurance and

finally we decided to chooce Switzerland,

实现了巨大的合作突破。”

Glencore. . .

due to its high level of human safety, the efficiency of its government and

对于还没有走进 GZA 但有此意

With such a broad scope, it is no

its worldwide reputation. So far I am

向的中国企业来说，要从哪里开始

surprise that a number of Chinese firms

happy with our stay in Switzerland,

呢？瑞士法律专家认同一件事：有意

have eagerly set up shop in the region.

and the company has even had a

在该地区建立基地的中国投资者或公

Stocker lists Trina Solar, Jinko Solar,

big breakthrough with Volkswagen in

司必须做好功课和充分的准备。由于

Yingli, Greatview Aseptic Packaging and

Germany.”

缺乏相关国际经验，中国企业在欧洲

Huawei among the Chinese firms that

开店需要面临与众不同的挑战。

have chosen the Greater Zurich Area for

For Chinese companies that have not

their European base. From setting up

yet made the leap to GZA but would

从了解税收政策到决定注册什么

HQs to seeking out local partners and

like to, the main question is: Where do

形式的公司，充分准备是一剂良药，

pursuing growth through mergers and

we begin? Swiss legal experts agree

是决定其能够在欧洲成功投资的重

acquisitions, the paths to Europe via

on one thing: Chinese investors or firms

要因素。任榜英说，“在欧洲开展

Switzerland are many.

interested in establishing a base in the

Invest In Special Edition

Cover Story 任何投资之前，都需要一个明确的

region must do their homework and be

While a cultural gap undeniably exists,

战略。”经营一家欧洲公司所涉及

prepared. Chinese companies face a

China and Switzerland share more in

到的细节——和在中国经营公司是

unique set of challenges when setting up

common than one may suspect, at least

非常不同的——这是必须要面对的

business in Europe due to their relative

in one key area, itself a core soft skill

困难，任榜英补充道。

lack of international experience.

that makes life and business tick in both cultures: the power of social networks.

虽然有当地专家的帮忙，再加

From understanding taxes to deciding

上一点学习时间，就能够辨别这样

what legal form to register a company

“Compared with competitors like Ireland,

的后勤问题，但是还需要更为重要

under, a healthy dose of preparation is

the UK and the US, Switzerland has

的深层次准备，而且这种准备更加

the most important factor for determining

one additional advantage,” Sutter says.

微妙。任榜英解释说，在欧洲实现

whether an investment in Europe

“When trading with China, a lot of

腾飞的中国公司和栽跟头的公司之

succeeds, according to Ren. “A clear

importance is attributed to guanxi, the

间的区别可归结为一点：软实力。

strategy is needed before making any

network of personal connections. During

investment in Europe.” The details of

the time I spent in China, I discovered

running a European company – a very

that in this respect we Swiss are not

这种观点。“在 GZA 工作顺风顺水，

different matter from running one in

too different from the Chinese. We too

并没有遇到任何严重到足以称之为

China – is another obstacle that must be

foster personal relationships and seek to

挑战的事情，”徐说。“瑞士朋友

faced, Ren adds.

engage in dealings with one another that

来自皇冠金属的徐先生也表达

are based on respect.”

都非常热情友好。我的家人和我很享受这里的生活。尤其是在苏黎世

While such logistical concerns can

和楚格地区，那里有一个巨大的外

be addressed with the help of on-

籍人士社区。但是语言始终是我的

the-ground experts and a bit of

一个障碍。我建议有兴趣来瑞士的

classroom time, there is deeper layer

投资者在决定来之前先学习一下欧

of preparation that is equally important,

洲文化。”

yet more subtle. Ren explains that the difference between Chinese

虽然不可否认文化差异的存在，

companies that take off versus those

但是中国和瑞士的共同点要比人们想

that crash and burn in Europe often

象的要多，至少在一个关键领域是如

comes down to one thing: soft skills.

此，这也是在两种文化下生活和做生意必需的核心软实力：社交网络

Xu of Crown Metals echoes this

的力量。

sentiment. “Working in the GZA is so smooth, and does not pose anything big

“ 同爱尔兰、英国和美国这样

enough to call it a challenge,” Xu says.

的竞争者相比，瑞士有一个额外的

“The people in Switzerland are warm

优点”，Sutter 表示。“ 同中国开

and friendly. My family and I are really

展贸易时，‘关系’扮演着非常重

enjoying life here. Especially in Zurich

要的角色，也就是人脉关系。在中

and the Zug area, where there is a huge

国度过的这段时间里，我发现在这

community of expats... But language is

方面瑞士同中国的区别不大。我们

always a barrier for me. I would suggest

也发展人际关系，并争取在互相尊

for investors interested in moving to

重的基础上开展贸易往来。”

Switzerland to study up on European cultures before they decide to move.” Invest In Special Edition

观点

成功源自持续创新 Success Builds on Constant Innovation Balz Hösly 博士是著名的策略法律顾问和公司管理方面的执业专家。他也是多个公司策略发展方面机构的董事会主席。作为 SBA 遗产法的认证专家，他在公司传承和私人客户的国际遗产规划方面也颇有见地。Balz Hösly 博士也在生活娱乐业和电子商务，以及公众管理和公众私人合作伙伴（PPP）的商业模式方面有所专长。 Dr. Balz Hösly is a renowned practitioner in strategic legal advice and corporate governance. He is chairman and member of several boards of directors and well versed in strategic corporate development issues. As a Certified Specialist SBA Inheritance Law he is expert in corporate succession and in international inheritance and estate planning for private clients. Balz Hoesly also focuses on live entertainment and e-commerce as well as on public governance and business models for public private partnerships (PPP).

Balz Hösly 博士大苏黎世区经济发展署董事会主席

Dr. Balz Hösly Chairman of the Board, Greater Zurich Area AG

士国家虽小，但其拥有一个

瑞

Switzerland is a small country with a

reasons why Switzerland and the Greater

强大的经济中心 —— 大苏

strong economic center – the Greater

Zurich Area have trodden the path to

黎世地区，该地区位于瑞

Zurich Area – at its heart. This center

permanent innovation: they essentially

士中心位置。国际上将该中心视为全

is internationally respected as one of

have to do with history, the nature of the

球最为成功的经济区之一——同时也

the most successful economic regions

region and Switzerland itself.

是生活质量最高的区域之一。这些事

worldwide – and simultaneously as one

实不是源自与生俱来的惠赐或是简单

of the regions with the highest quality of

Countries, regions and their local

的巧合。瑞士和大苏黎世地区坚持持

life as well. Neither of these facts was

entrepreneurs do not develop innovative

续创新之路存在相对直接的原因即：

a natural gift or a simple coincidence.

businesses because it is an obvious path

从本质上而言，这与历史、地区的本

There are relatively straightforward

to financial success. However, those

Invest In Special Edition

Opinion potential” is only just big enough to keep the domestic economy going – but too small to create the economic power to

若将我们的区域和国家经济喻为发动机，则创新即是

which Switzerland has worked its way

该发动机的机油。苏黎世商业区和瑞士在早期即意识

up. The Swiss represent only 0.1 % of

到创新的重要性。大苏黎世地区及瑞士的福利和繁荣归功于且仅能归功于持续创新。 Innovation is the oil in the engine of our regional and national economy. The Zurich business region and Switzerland recognized the significance of innovation at an early stage. The welfare and prosperity of the Greater Zurich Area and Switzerland only exists today thanks to constant innovation.

the global population – but the list of the 500 largest companies in the world includes 12 Swiss companies. This fact alone emphasizes the significance of research and development – and, by extension, innovation – in Switzerland, and its ability to supply the international market with high quality Swiss services and products. The availability of a highly innovative and productive workforce is also a major reason why the Zurich business area and Switzerland can maintain their top rank in innovation – even with very strong international competition. China and Switzerland: Partners for Innovation What China achieved in only a few decades, has taken Switzerland 120 years to achieve: raising the country from a basic industrial level to an international provider of world-class products and services, which are competitive by

质及瑞士本身有关。国家、地区及当地的企业家不会

who have no alternative automatically

global standards. Chinese and Swiss

become innovative, and consequently

technology and engineering can thus be

act innovatively. That has always been

sold in the world’s key markets.

因为创新是通往财政成功的明显选择

the case for Switzerland and the Greater

而发展创新性业务。然而，那些没有

Zurich Area. In this country, commodities

For collaboration in industry and science,

替代物的商业会自动变革创新，从而

that could be exploited and exported for

Chinese and Swiss companies can

达到行事创新。瑞士和大苏黎世地区

good money do not exist. In addition,

meet at every level to jointly exchange

一直是这种情况。在这个国家，用来

there are no sufficient cultivatable

technology and also to develop

出口且容易赚钱的商品是不存在的。

products with the potential of conquering

technology further. One example of

另外，它们也没有足够的农业产品，

the world market and creating sufficient

intensified research and technology-

可以有潜力征服世界市场，创造充分

national prosperity. And last but not

based collaboration between Switzerland

的国家繁荣。最后但同样重要的一点

least, the country and the Greater Zurich

and China is the Sino-Swiss Science

是，该国家和大苏黎世地区是如此

Area are so small that even their “human

and Technology Cooperation (SSSTC). Invest In Special Edition

观点之小，以至于它们“人类潜能”勉强可用以维持当地经济的发展——但要以瑞士的方式创造经济实力还是远远不够的。瑞士人口仅占世界的 0.1%，但世界 500 强中，瑞士公司有 12 家。这一事实本身强调了在瑞士通过拓展创新进行研究和发展的重要性，并着重指出其以高质量瑞士服务和产品供应国际市场的能力。高创新性和生产性生产力的可用性也是苏黎世商务区和瑞士能够在激烈的国际竞争中保持其创新性位列前茅的主要原因。中国和瑞士：创新伙伴中国在短短几十年便实现了瑞士 120 年间所达成的成就：将国家

从基础工业水平提升到符合国际标准具有国际竞争性的世界一流产品和服务的国际供应商。中国和瑞士的技术和工程因此可在世界主要市场上进行销售。对于工业和科学合作，瑞士和中国公司可从各层面满足交换技术的要求，且可更进一步发展技术。以增强研究和技术为基础的中瑞合作其中的一个例子是中瑞科技合作（SSSTC）。该项目设立于 2003 年，在瑞士教育与研究国务秘书处（SER）及中国科技部签署了谅解备忘录（MoU）之后。近 200 合作项目在 SSSTC 第一阶段即已获奖，其中的一些项目目前仍在继续。两国拥有强大完备的信息技术和精密技术：机械、机床、传感器，光电子，测量 / 控制 / 测试以及能够创造尖端工具和流程的计算机科学。在瑞士，尤其是在大苏黎世地区存在许多小型生物制药公司，它们拥有巨大的潜力，可与中国的创 Invest In Special Edition

Switzerland 瑞士

64.78

UK 英国

62.37

Sweden 瑞典

62.29

Finland 芬兰

60.67

Netherlands 荷兰

60.59

USA 美国

60.09

Singapore 新加坡 Denmark 丹麦

59.24 57.52

Luxembourg 卢森堡 Hongkong 香港

56.86 56.82

Ireland 爱尔兰

56.67

Canada 加拿大

56.13

Germany 德国

56.02 50

2014 年全球创新指数

Global Innovation Index, 2014

Opinion 新伙伴合作。大型制药公司就是其中一例。瑞士期望能够保护其创新型企业所创造的知识产权：因此该国的专利流程非常直接，专利能够得到很好的保护，而专利、品牌及许可收入的税收也很优惠。最后但同样重要的一点是，瑞士的金融业充满活力，能够为瑞士、中国或中瑞合作设立在瑞士的创新和国际项目提供银行、私募股权投资和风险投资。中国与瑞士：关税取消之外的合作中国是瑞士第三大贸易合作伙伴。这使得与中国签署得自由贸

The program was established in 2003

well protected, and income streams

易协定（FTA）的作用尤为显著，

after the signing of a Memorandum of

from patents, brands and licenses are

该 FTA 于 2014 年 7 月 1 日生效。

Understanding (MoU) between the then

taxed favorably. Last but not least, there

FTA 不仅能够促进双方货物及服务

Swiss State Secretariat for Education

is a vibrant financial sector with banks,

的市场准入，增进知识产权保护及

and Research (SER) and the Chinese

private equity firms and venture capital

双方普遍经济关系的法律保护，同

Ministry of Science and Technology

available for innovative and international

时也能够通过促进科学、技术、研

(MOST). Almost 200 collaborative

projects set up by Swiss, Chinese or

究、教育及文化领域的合作使双方

projects have been awarded in the first

Chinese-Swiss partnerships.

与关税取消相关之外的领域合作走

phase of the SSSTC, and some are still

得更远。与其他未与中国签订 FTA

ongoing.

的国家相比，FTA 为瑞士提供了竞争优势。

Both countries are strong in information and precision technologies in all its forms: machinery, machine tools, sensors, photonics, measurement/ control/testing, and computer science that enables the creation of cuttingedge tools and processes. Switzerland – and particularly the Greater Zurich Area - host numerous smaller pharma and biotechnology companies with

China and Switzerland: Partners for Trade Beyond Tariff Dismantling China is Switzerland’s third largest trading partner. That makes the free trade agreement (FTA) with the People’s Republic of China, which entered into effort on 1 July 2014, all the more significant. The FTA not only improves mutual market access for goods and services, enhances legal security for the protection of intellectual property rights and bilateral economic relations in

huge potential for collaborating with

general, but also goes far beyond tariff-

innovative partners from China; Big

dismantling by fostering cooperation

Pharma is just one example. Switzerland

in fields including science, technology,

is eager to look after the intellectual

research, education andculture. The

property created by its innovative

FTA gives Switzerland a competitive

enterprises: the country's patenting

advantage over countries, which do not

process is straightforward, patents are

have a FTA with China. Invest In Special Edition

观点

中瑞自由贸易协定

瑞士公司如何获益 HOW SWISS COMPANIES WILL BENEFIT 继欧盟和美国之后，中国是瑞士的第三大合作伙伴。这使得与中国签署得自由贸易协定（FTA）的作用尤为显著，该FTA于2014年7月1日生效。除了与欧盟的EFTA公约及自由贸易协定之外，瑞士目前与欧盟之外的38个合作伙伴签署了28个自由贸易协定。

瑞士向中国出口占其出口总额的 4.1％（瑞士法郎87亿），瑞士从中国进口占其进口总额的6.1％（瑞士法郎114亿） 4 .1% (CHF 8.7 billion) of all Switzerland’s exports go to China, 6.1% (CHF 11.4 billion) of all imports into Switzerland come from China

After the EU and the United States, China is Switzerland’s third-largest trading partner. That makes the free trade agreement (FTA) with the People’s Republic, which entered into force on 1 July 2014, all the more significant. In addition to the EFTA Convention and the free trade agreement with the European Union, Switzerland now has a network of 28 free trade agreements with 38 partners outside the EU.

继欧盟和美国之后，中国是瑞士出口全球产品的第三大进口国 After the EU and the USA, China is the third-largest importer of Swiss export products worldwide 在欧洲，只有瑞士和冰岛与中国签订了自由贸易协定 In Europe, only Switzerland and Iceland have concluded FTAs with China

FTA最大储蓄潜能（按部门计）——假设使用率为100% 货物价值（以瑞士法郎计） Value of goods in CHF

部门 SECTOR

平均关税

2015年最大的潜在节税机会（以瑞士法郎计）

Average tariff

Max. savings potential in CHF 2015

2028

1 金属，机械 Metals, machinery

2,619,648,940

2 手表，设备 Watches, instruments 3 化学品，药品 Chemicals, pharmaceuticals

2,264,348,819 2,261,226,740

7% 9% 5%

50,036,782 50,072,707 39,954,494

4 非金属矿物，玻璃 Non-metallic minerals, glass 5 其他 Other

779,057,642

9,030,157

107,422,633 47,103,327

154,009,179

10%

3,831,318

14,726,041

6 塑料，橡胶 Plastics, rubber

117,722,597

3,341,090

9,661,257

7 汽车 Vehicles

84,474,583

2,075,538

5,365,261

8 纺织 Textiles 9 加工的农产品 Processed agricultural products

83,321,007

14%

4,788,254

11,942,063

57,623,775 30,522,537

15% 5%

2,488,880 188,043

7,199,007 774,540

14,353,647

17%

506,233

2,378,957

166,313,496

558,454,082

10 木材 Wood 11 农产品 Agricultural products

8,466,309,466 *

总计 Total

单个产品或产品组的降税将在若干年间分阶段遵循（至2028）。 Tariff reduction for individual products or product groups will follow in stages over a number of years (up to 2028). *3亿瑞士法郎 - 无明细可提供 * CHF 0.3 billion – no breakdown available

151,908,455 199,972,542

至2028年，558百万瑞士法郎的节余相当于沙夫豪森州的GDP CHF 558 million in savings by 2028 is almost as much as the GDP of the Canton of Schaffhausen

来源：2014 年瑞士全球企业 Source: Switzerland Global Enterprise 2014 Invest In Special Edition

Interview

Invest In Special Edition

观点

软实力很重要——中国公司在瑞士的成功投资 Soft Skills Matter – Chinese Companies’ Successful Investment in Switzerland

0 多年前，瑞士公司开始在中

and this represents an even bigger

国投资。由于要在不同文化背

challenge. Why? Most Swiss companies

景的新市场取得成功是一个巨

may not have known China 20 years

大挑战，这些公司都依赖于专家的支

ago, but they did have lots of operational

持。大部分的努力都证明是成功的，

experience in doing business abroad.

无论是对瑞士公司而言，还是对他们

Yet, for most Chinese companies, this

的中国生意伙伴而言。

is not the case. In many cases, they are only now making their very first investments abroad, and learning about

如今，越来越多的中国公司打

算到欧洲去投资。这个挑战甚至更

the differences between Chinese and

为巨大。为什么呢？大多数瑞士公

European business culture.

司在 20 年前也许还不了解中国，可他们确实拥有在海外做生意的丰富

FinkRen has worked with many successful

实践经验。然而，对大多数中国企

Chinese companies. These companies

业来说，情况却不是这样。在许多

have the financial capability to invest in Europe, a market that they perceive as a

情况下，他们眼下还是第一次在海外投资，才开始了解中国和欧洲之间的商业文化差异。丰瑞曾与许多成功的中国企业携手合作。这些中国企业有足够的

任榜英 / 执行合伙人

瑞士丰瑞股份有限公司

Ren Bangying

safe and stable place for their investments. Europe represents a big market for Chinese products and services, and also

Managing Director

offers access to well-qualified people and

FinkRen GmbH, Switzerland

advanced technology.

经济实力在欧洲投资，他们认为欧洲是较为安全和稳定的投资市场。

More than 20 years ago, Swiss

The strategies of these companies vary.

欧洲是一个巨大的中国产品和服务

companies started to invest in China.

Some want to develop in the international

的市场，企业在这里也能够获得优

Given the enormous challenge of

market, improve communication with

秀的人才和先进的技术。这些公司

being successful in a new market with

international customers, or improve

的策略各不相同。有的想开拓国际

a different culture, these companies

global after-sales service; others want

市场，加强与国际客户的沟通，或

relied on the support of experts. Most

to gain access to advanced technical

完善全球售后服务，其他公司则想

of these endeavors have proven to be

knowhow, or set up a remote logistics

要获得先进的技术知识，或建立远

successful, for both Swiss companies

base. In any case, their presence in

程物流基地。不管怎样，进入欧洲

and their Chinese business partners.

Europe will help Chinese companies to improve their competitiveness, both in

市场将有助于中国公司提高他们在中国和全球的竞争力，一些中国企

Today, more and more Chinese

China and worldwide. Some Chinese

业已经在欧洲建立相当大的机构。

companies plan to invest in Europe,

companies already run quite big

Invest In Special Edition

Opinion 其中有些企业非常成功，而有些又并非如此。是什么让他们如此不同？成功的企业都懂得软技能的重要性。这里举两个例子，Lyric Robots 有限公司是广东一家私营企业，是中国定制装配自动化的前 5 名供应商之一。他们希望自己的产品能在国际市场上成为自动化设备的首选。 Lyric Robots 已经聘请丰瑞帮助其在西欧与强大的市场参与者建立合作关系。这种合作使 Lyric 能够逐步学习欧洲业务的特点，并通过各个

organizations in Europe. Some of them

then, Kiekert has experienced rapid

地区（如大苏黎世地区）的国际化

are very successful, others not. What

growth both in sales and profits globally.

人才而受益。Lyric 不仅可以在西欧

makes the difference? The successful

Kiekert has developed into the sales and

扩大业务，也可以在欧洲其他国家

companies have understood the

production bases of Lingyun Group in

扩大业务。

importance of soft skills.

Germany, USA, Czech Republic, Mexico and Russia. And through this investment,

另一个例子是河北省凌云工业

One such example is Lyric Robots Ltd., a

Lingyun Group has reached a new

集团。凌云集团是中国汽车供应行

privately owned company in Guangdong

milestone with more than 10 billion CNY

业的龙头企业。2012 年，该企业收

Province and one of the top five suppliers

in revenue.

购了活跃于国际市场的德国凯毅德

of customized assembly automation

公司。从此凯毅德实现了全球范围

within China. The company wants its

If we look at the experience gained over

内销售和利润的快速增长并发展成

products to become the preferred

the last few years, being well-prepared is

为了凌云集团在德国、美国、捷克、

choice for automation equipment in

the most important factor for successfully

墨西哥和俄罗斯的销售和生产基地。

international markets. Lyric has hired

investing in Europe. A clear strategy is

通过此次投资，凌云集团收获了超

FinkRen to support them in establishing

needed. Secondly, investors need to

过 100 亿人民币的收入，从而实现

a partnership with a strong player in

learn how to run a European company;

了新的里程碑式发展。

Western Europe. Such a partnership will

their company will not succeed if it is run

allow Lyric to learn the characteristics

like a Chinese company. Developing the

of business in Europe step-by-step,

necessary soft skills and understanding

就会发现，良好的准备是在欧洲成

and to benefit from international talent in

European business culture are key

功投资的最关键因素。在欧洲做任

areas such as the Greater Zurich Area.

elements to success. And for this,

何投资之前，都需要一个清晰的战

From here, Lyric will succeed not only in

Chinese investors should seek advice

略。然后，投资者需要知道如何经

expanding their business within Western

from experts. As we say in China: “If

营欧洲公司。如果中国投资者还当

Europe, but the rest of Europe too.

you do not know the road ahead, ask

如果我们回顾过去几年的经验，

它是中国公司来运行肯定是行不通

someone who has traveled it.”

的。发展必要的软技能，了解欧洲

Another example is Lingyun Industrial

的商业文化是成功的关键要素。对

Group in Hebei Province. Lingyun Group

于这一点，中国投资者应当寻求专

is a leading company in the Chinese

家意见。就像中国人经常说的那样，

automotive supply industry. In 2012,

“如果你不知道前面的路，问问那

it acquired the internationally active

些已经走过的人”。

German company, Kiekert Ltd. Since Invest In Special Edition

专访

皇冠金属贸易公司董事总经理许奇专访 Interview with Jacky Xu, Managing Director of Crown Metals Trading AG 许奇任职皇冠金属贸易公司的董事总经理，并持有“曼西大学”（Massy University）新西兰惠灵顿校区的信息管理和系统开发学士学位。许奇现主要负责欧洲市场的业务开发和拓展工作，其客户包括著名的车企大众、宝马和蒂森克虏伯等。许奇有丰富的跨国公司管理经验，具有全球视野。 Jacky Xu is Managing Director of Crown Metals Trading AG and holds a Bachelor's Degree at Massey University in Wellington Campus of New Zealand, majoring in Communication Management and System Development.

Jacky is in charge of developing and expanding the Europe market. His customers include VW, BMW, and Thyssen Krupp, just to name a few. Jacky has excellent multi-national company experience and is also a manager of global vision.

许奇皇冠金属贸易公司的董事总经理

1. 请问您的公司在瑞士大苏黎世地区（GZA）从事什么业务，您至今感觉如何？皇冠金属是从事非铁金属贸易的公司。迄今为止我对生活在瑞士感到非常开心，公司也在德国和大众的合作中得到突破，获益匪浅。 2. 在生活方式（生活质量）方面来说，您从开始在 GZA 生活到现在为止的感想是什么？瑞士人非常友好和热情。因此对我和我的家人来说，我们很享受在瑞士的生活。而且我的儿子开始在幼儿园上学，他和同学们的相处也非常友好。重点要提一下苏黎世和苏格州地区，这里有非常大的外国人社区；因此在这里生活是毫无困难的。 Invest In Special Edition

Jacky Xu Managing Director of Crown Metals Trading AG

1. What kind of business is your company doing in the Greater Zurich Area (GZA)? In business terms, how has the experience been so far? Crown Metals is dealing with Non-Ferrum metal trading. So far I am happy with my stay in Switzerland and also the company has a big breakthrough with Volkswagen in Germany. 2. What have the positive aspects been in terms of lifestyle (quality of life) since moving to/starting operations in GZA? The people in Switzerland are warm and nice. My family and I are really enjoying the life in Switzerland. Also my son started to attend the nursery school and he feels very good with his classmates. Especially in Zurich and Zug area, where there is huge community of expats, therefore, there is no difficulty in living here.

Interview

21 3. 您 / 或您的公司是否等考虑过其它地方的选址？如果是，是什么让您最终决定进驻瑞士大苏黎世地区（GZA）的？是的，一开始我们曾考虑卢森堡、荷兰和爱尔兰。但是我们最终决定选择瑞士，是基于以下几个原因： · 治安状况（人身安全） · 每年的罢工日期 · 政府工作效率 · 世界范围内的良好声誉 4. 从您开始在瑞士大苏黎世地区（GZA）工作以来您面临的最大挑战是什么？您会怎样建议其他来到此地的中国投资者 / 公司来处理这些挑战？老实说，在瑞士大苏黎世地区（GZA）工作真的是如沐春风，没有什么能称得上挑战的东西，家人和我都非常享受在瑞士的生活，但是语言仍是一个比较大的隔阂。

3. Did you/your company consider other locations? If so, what ultimately led to the choice of GZA? Yes, from the beginning, we considered Luxemburg, Netherland and Ireland. But finally we decided to chooce Switzerland, due to:

· · · ·

Human safety Strike date / year Government work efficiency Worldwide reputation

4. What have some of the biggest challenges been since starting to work in GZA? How would recommend other Chinese investors/companies handle these challenges if they make a similar move to GZA? Frankly speaking, working in the GZA is so smooth, and does not pose anything big enough to call it a challenge. My family and I are really enjoying life here. But language is always a barrier for me. I would suggest for investors interested in moving to Switzerland to study up on European cultures before they decide to move.

要我提建议的话，我认为投资者在决定来到瑞士之前，应该多学习一下欧洲的文化。

Invest In Special Edition

投资领域

1 世纪的首个十年见证了瑞士成为全球跨国公司国际和区域总部的首选之一。跨国

公司将瑞士作为其基地管理业务，同时还在瑞士设立共享服务中心和生产点，这一趋势日益增长。瑞士拥有创新枢纽的盛誉，因此越来越多的研发中心也开始建立在瑞士。目前，该国已成为许多世界 500 强，中小型公司以及各行业领域创业型公司通往欧洲的大门。中国和瑞士最近签署了自由贸易协定（FTA），该协定将在 2014 年 7 月 1 日生效，

瑞士总部 — 通往欧洲之门 Swiss Headquarters – Your Gateway to Europe

这将极大地推动这一趋势的发展。 “这不仅仅是一项 FTA——这是一扇大门，” 普华永道（PwC）在其编纂的一份报告中宣称（普华永

道国际有限公司为其子公司的运营提供保障）。2014 年 5 月在毕马威（KPMG）网站上发表的一篇文章也表达了同一观点：“加上 2012 年 10 月生效的瑞士 ——香港新双重征税协定，瑞士现在成为中国大陆或香港公司总部位置的首选，是它们通往欧洲的理想大门。” 中瑞两国建立 FTA 是获益之选，其中一个主要原因是它与欧盟之间的联系，据以 Esther Kessler，苏黎世大学应用科学院国际商业的高级讲师说道。瑞士本身不是欧盟成员国，但作为欧盟最强大的经济体之一——连续六年位列全球最具竞争力经济体之一——它对欧盟成员国具有强大的影响力，与欧洲大陆密不可分。瑞士和欧盟间达成得一系列双边协定界定了双方的关系；通过瑞士联邦所采用的各种欧盟法律条例使得瑞士能够参与到欧盟的单一市场。中瑞 FTA 对欧盟成员国而言是非常强烈的信号，使得他们进一步提高与中国的贸易合作及对中国的投资，Kessler 说。 Invest In Special Edition

By Claire van den Heever

Investment Sectors

he first decade of the twenty-

1st July 2014, is only expected to fuel

first century has seen Switzerland

this trend.

become one of the world’s top

locations for housing the international and

“It’s not just any FTA – it’s a gateway,”

regional headquarters of multinational

declared a report compiled by PwC, the

companies from around the world.

umbrella under which the member firms

Along with using Switzerland as a base

of PricewaterhouseCoopers International

from which to manage their operations,

Limited operate. A May 2014 article

multinational firms are also showing a

on KPMG’s website indicated it held

growing trend towards setting up shared

the same view: “Together with the new

service centers and manufacturing

Double Tax Treaty between Hong Kong

sites here. Because of the reputation

and Switzerland that entered into force

as an innovation hub, more and more

in October 2012, Switzerland is now a

centers for research and development

top headquarter location for Chinese

(R&D) are being established within

or Hong Kong companies as an ideal

Switzerland as well. Today, the country

gateway to Europe.”

is a gateway to Europe for many Fortune 500 companies, small-and-midsized

One of the primary factors that makes

companies, as well as start-ups from

China’s establishment of the FTA with

virtually every industry sector. China and

Switzerland a good choice is its links

Switzerland’s recently implemented free

with the European Union (EU), according

trade agreement, which took effect on

to Esther Kessler, a senior lecturer in the Invest In Special Edition

投资领域 department of international business at

not only has the know-how, it also sets

设点存在几个原因。根据瑞士美

Zurich University of Applied Sciences.

the standard.” Switzerland provides an

国商会和波士顿咨询集团联合进

Switzerland itself is not a member of the

advantageous business environment

行的一项研究指出，“ 当谈到吸

EU, but as one of Europe’s strongest

for multinational companies and, in turn,

引跨国公司，瑞士不仅拥有诀窍，

economies – and with a ranking of the

multinational companies make significant

还设立标准。” 瑞士为跨国公司

world’s most competitive economy for

contributions to the Swiss economy.

提供优势商业环境，反之，跨国

the sixth year in a row – it has plenty of

It is nothing if not a win-win situation.

公司为瑞士经济做出重要贡献：

influence on EU member states, and

“Underlying these mutual benefits,” the

这是一个双赢的局面。“ 在这些

within the continent as a whole. A series

report continues, “is a shared focus on

双赢背后，”该报告继续指出，“双

of bilateral treaties frames the relationship

R&D and innovation.”

方共享的焦点是研发和创新。”

between Switzerland and the EU, and

瑞士吸引跨国公司在本国成功

the adopting of various provisions of

In an interview about the increasing

European Union law by the Swiss

number of foreign multinationals

制造——瑞士成功背后不为人知的

Confederation allows Switzerland to

relocating to Switzerland, author of

故事》一书的作者。在对其进行的

participate in the Union's single market.

Swiss Made – The Untold Story behind

一次访谈中，当谈到外国跨国公司

The China-Switzerland FTA sends a very

Switzerland’s Success, R. James

落户瑞士数量益增时，他解释道：

strong signal to EU countries to further

Breiding explains: “Google employees

“谷歌雇员最近将苏黎世选为该

increase trade and investment with

recently elected Zurich as the most

公司最具有吸引力的分公司目的

China, says Kessler.

attractive destination network of the

R. James Breiding 是《瑞士

company and their local employees are

地，苏黎世当地的雇员也被昵称为‘Zooglers’。瑞士的各个城

There are several reasons that

fondly called ‘Zooglers’. Swiss cities

市因其生活质量——知识型产业关

Switzerland has been successful in

are frequently at the top of international

键标准在国际上频频位列前茅。

attracting multinational companies.

rankings for quality of life – critical

According to a joint study conducted

criterion for knowledge-based industries.”

这些优势，与新的 FTA 结合

by the Swiss-American Chamber of

在一起，吸引了更多跨国公司在

Commerce and the Boston Consulting

These advantages, in combination with

瑞士设立办公场所或总部，尤其

Group, “When it comes to attracting

the new FTA, has made setting up

是中国公司。毕马威对 FTA 的一

multinational companies, Switzerland

offices or headquarters in Switzerland a

些影响作出澄清如下：“ 自由贸易协定签署之后，中国工业产品现存的瑞士关税将会取消。同样地，瑞士对中国工业出口的大部分产品也会享有部分或全额关税豁免。 FTA 同时也包含了农业和食品产品的关税优惠。” 有权享有这些关税优惠的产品必须原产自瑞士或中国。一般而言，这取决于产品的具体类型。瑞士或中国生产商需确保这些产品包含高达 40% 至 70% 的本国成分，或至少使用了所规定生产流程的其中之一。这些细节对确保 FTA Invest In Special Edition

Investment Sectors 提供两国认可的公平贸易领域非常重要。中国长久以来便是瑞士重要的合作伙伴。FTA 更进一步促进这种贸易关系，并拓展了双方的贸易联系。毕马威 2014 年 5 月的一篇文章报道：“中国是瑞士在亚洲的最大工业产品贸易伙伴，而瑞士则是中国的第七大贸易伙伴及在欧洲的第六大外资来源地。” 普华永道的报告解释了如下情况即通过改变公司在采购和制造方面的价值链，从而可满足 FTA 准入国的各项处理规定，进而可显著节省关税。通过这样做，该报告继续解释，“ 中瑞 FTA 更进一步充分解锁三边贸易机会。

great deal more appealing for Chinese

to go a step further and expand their

这拓宽了对中国和瑞士的市场准

companies in particular. KPMG clarifies

commercial ties. KPMG’s May 2014

入以及各自的 FT A 网。 ”

some of the implications of the FTA:

article reports, “China is Switzerland’s

“With the Free Trade Agreement, existing

largest trade partner for industrial

Swiss tariffs on Chinese industrial

products in Asia, while Switzerland is

所包含的国家遍布全球，从印度

products will be abolished. Likewise, the

China’s seventh largest trade partner

到冰岛，再到柬埔寨和加拿大，

vast majority of Switzerland’s industrial

and the sixth largest source of foreign

该网络使得大量全球市场触手可

exports to China will enjoy full or partial

investment in Europe.”

及。当然，在完成商业和价值链

tariff dismantling. The FTA also includes

变革之前，需要进行仔细规划和

tariff benefits for agricultural and food

PwC’s report explains that by changing

深度分析，但若处理得当，它们

products.”

your company’s value chain – in terms

瑞士和中国的三边 FTA 网络

of sourcing or manufacturing – to meet

会呈现出巨大的商业潜力。这也高度彰显了“ 为价值链中的每个

The products that are entitled to these

the processing regulations laid out in the

因素选择‘ 正确位置 ’的重要性，

preferential duties must originate from

applicable FTA of the gateway country,

包括位于欧洲和亚洲的全球或区

either Switzerland or China. Generally

significant duty savings can be achieved.

域总部，”普华永道的报告分析道。

speaking – and depending on the

In doing so, the report continues, “the

中国和瑞士 FTA 的冲击无疑是巨

specific type of product – Swiss and

China-Switzerland FTA further unlocks

大的： “ FTA 所有的一切通过为

Chinese producers will need to ensure

ample opportunities for trilateral trade.

跨境贸易建立自由贸易入口重铸

that products contain 40 to 70 percent

It widens your market access to China

了国际贸易格局。”

local content, or that one of several

and Switzerland and their respective FTA

stipulated manufacturing processes has

networks.”

除 FTA 这一巨大网络的明显

taken place. Such details are important

潜在优势之外，因双重征税协定

in order to ensure that the FTA provides a

Switzerland and China’s trilateral FTA

（ DTA ）的存在，瑞士对跨国企

regulated playing field that is recognized

networks include countries all over

业在欧洲建立总部也极具吸引力。

by both countries. China has been an

the world, from India to Iceland, and

DTA 的建立是为了避免对公司及

important trading partner for Switzerland

Cambodia to Canada, allowinga large

个人在两国的收入进行双重征税，

for some time, and the FTA enables it

number of global markets to be within

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投资领域例如在瑞士具有总部或分支的中国公司。它们也协助跨境经济交易更为顺畅同时更具成本效益。瑞士与 90 个国家签订了 DTA，这使得效率低下及成本昂贵的征税流程成为过去。事实上，国家极具竞争性的税率是其自身独有的优势。根据毕马威 2014 年 8 月对瑞士作为投资目的地的报道中指出，瑞士的中心位置，具有高度竞争性的商业环境及优惠的税收体系，这些是吸引国际公司至该国落户的主要原因。“ 极具竞争性的公司税收及适用的赋税优惠期通常即代表了商业的显著诱因。另外，瑞士税务机关以合作性及业务导向

性而闻名，其税务裁定可在几周内即可获得，这使得公司可在其

reach. Naturally, careful planning and

avoid double taxation of corporations

投资前即可确定其课征方式。”

in-depth analysis is required before

and individuals generating income in two

该报告澄清道。

implementing business and value

countries, such as Chinese firms with

chain transformations, but if done

headquarters or branches in Switzerland.

properly, they present huge potential

They also assist in making cross-

分为 26 个不同的行政区，这相当

for businesses. This also highlights

border economic transactions smoother

于在联邦体系下美国的州。公司

“the importance of selecting the ‘right’

and more cost effective. Switzerland

税的实施以行政区为基础，各不

location for each element in the value

has DTAs with 90 countries, making

相同。事实上，与其他包含瑞士

chain, including your global and regional

inefficient and costly taxation procedures

主要城市（如伯尔尼和日内瓦）

headquarters in Europe and Asia,” PwC’s

a thing of the past.

的区相比，苏黎世州的公司税更

report emphasizes. The impact of China

低，这也是大苏黎世地区（包含

and Switzerland’s FTA is nothing short

Indeed, the country’s competitive

了大部分的苏黎世州）比其他地

of immense. “All in all the FTA recasts

taxation rates are a draw card in their

方能够更快吸引中国投资。同时，

the international trade landscape by

own right. According to an August 2014

它也被誉为苏黎世欧洲大都市区

establishing a free trade gateway for

report by KPMG regarding Switzerland

（ E M R Z） , 它也是欧洲经济实力

cross-border trade.”

as a destination for investment, its central

瑞士从地理上及政治上可有序

最强的地区，同时也是瑞士的经济中心。

location, highly competitive business In addition to the obvious potential

environment, and favourable tax

advantages of such a vast FTA network,

regime are all responsible for attracting

Switzerland is an appealing location for

international corporations to the country.

establishing European headquarters

“The competitive corporate taxation as

根据瑞士美国商会和波士顿咨询

because of the number of double

well as available tax holidays generally

集团进行的一项联合研究指出。哈

taxation agreements (DTAs) it has

represents significant incentives for

罗斯是世界闻名的高端百货商店，

negotiated. DTAs are established to

businesses. Furthermore, the Swiss tax

瑞士成为跨国公司商业选址的 “哈罗斯（英国哈罗斯百货商店）”，

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Investment Sectors authorities are known to be cooperative

as the European Metropolitan Region

and business orientated and tax rulings

of Zurich (EMRZ), it is one of Europe’s

can be obtained within weeks, providing

economically strongest areas, and

corporations with certainty on the tax

Switzerland’s economic hub.

treatment prior to their investment,” the report clarifies.

Switzerland has become the "Harrods" of business locations for

The country is geographically and

multinational companies, according

politically organised into 26 different

to a joint study conducted by

cantons, which are the equivalent of

the Swiss-American Chamber of

states within a federal system such as

Commerce and the Boston Consulting

the United States. Corporation taxes

Group. The world famous upscale

are also implemented on a canton by

department store makes for a flattering

canton basis. The fact that the Greater

– but apt – metaphor. Harrods

Zurich Area offers lower corporate tax

represents “a standard against which

这一比喻带有褒义，非常恰切。

rates than other cantons containing

countries interested in attracting

哈罗斯代表了“ 国家对吸引外资

major Swiss cities (such as Bern

foreign investment and developing

和发展其自身商业措施的标准”，

and Geneva) is one reason that the

businesses measure themselves,”

该报告解释道。而且，随着时光

Greater Zurich Area – which includes

the report explains. And, if the

的流逝，若哈罗斯的完美声誉及

most of the Canton of Zurich – is

store’s flawless reputation and global

其全球成功即是其拥有的所有，

quickly attracting Chinese investment

success are anything to go by, this is

那对瑞士而言，这仅是它的开始。

across several sectors. Also known

only the beginning for Switzerland.

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投资领域

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