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Interview With "Father Of Chinese Public Relations" Du Meng: This Is A Foreign Brand Must Come To China.

2020/2/18 17:02:00 2

Du Meng

Serge Dumont, photo by Luk Tsz Chun

   Creative people and people outside the fashion circle may have rarely heard of the name "Serge Dumont", but in the past 40 years, he has been the only choice for foreign brands to enter.

Du Meng is acknowledged as the "father of public relations in China" but rarely exposed in the media. In 1980s, he founded China's first independent public relations agency, Interasia, which pioneered crisis management, government affairs and other PR communication services to China, and quickly won many Fortune 500 customers in the world and became the first driver of the field of communication. 8 years later, he sold the company to Edelman international public relations company and was appointed the executive vice president and Asia president of the company.

For a long time, Du Meng has been focusing on improving operational results as a leading concept, benefiting from rich business experience in Asia, Europe and the United States, as well as an open and in-depth international perspective. From 2006 to 2018, he became the global vice-chairman and chairman of the Asia Pacific region of Omnicom Group, the largest advertising communication group in the world. In addition to planning and developing strategies and expanding the scope of business in the Greater China region, he also promoted cooperation with Tsinghua University and named his "news and Communication Institute" teaching building as "Hong Meng Lou". At the same time, he served as a consultant for many business leaders and served as a permanent consultant to several famous institutional committees such as CEIBS.

Looking back on its 30 years of career, it is easy to see that Du Meng has established and managed the company in the challenging and changing market. What is worth mentioning is that he has always been active in public welfare and community services. He sees himself as a global citizen and extends his role from business to philanthropy, especially in health and education. Because he believes that enterprises should not only aim at profit, but social responsibility is an important part of their success.

At present, Du Meng has devoted himself to philanthropy and shifted his focus to investment. With outstanding contributions in business, philanthropy, health, culture and education, he has received recognition from several governments and international organizations (such as the medal of honor), which has won many medals and Honors (such as Sabre's outstanding individual lifetime achievement award in Asia Pacific).

   Vogue Business in China has streamlined and edited this interview so that you can read better.   

   The first ten years: 1980~1990

   Q: Why did you want to come in those days?

   China's development?

   A: Things started at the end of 1970s. At that time, I was a freshman in Sorbonne University in Paris. I was very interested in the United States and traveled there two times. I planned to go to New York to live in the future. Just when a friend invited me to visit Taiwan, China, I went to the right to take a vacation for a few weeks. Later, it turned out that this trip changed my life.

I am very grateful to my country, France, for giving me a good education since I was a child, but this trip has made me realize that the education I have received so far is too centered on Western culture, and I want to be a citizen of the world, and such education is not enough. I know the story of Julius Caesar (Julius Caesar) and Alexander the great, and little is known about the historical events that affect the largest group in the world. Think of it, Asia has 60% of the world's population! Secondly, the knowledge that the school has instilled in me is cliche, and I hardly know about the history and culture of China. One of the five people is Chinese, and China's position in the world will play a decisive role in the future. To know nothing about history is difficult to understand the future.

So I made up my mind to move to Taiwan, China for 3 years, listening, speaking, reading and writing Putonghua from scratch, and studying at the Institute of political science, academia.

The first visit to mainland China was also the end of 1970s. That trip opened my eyes and changed my outlook on the world. "Tourism is prejudice, bigotry and narrow killer. It is impossible to get a broad, comprehensive and benevolent understanding of human beings and everything in the world. This is from Mark Twin's mouth. I agree with him very much.

   Q: You have founded the first independent public relations communication company in China, and it is recognized as the "father of public relations in China". What was the status of China's media, advertising and public relations industry?

   A: In 1980s, I resigned from a well paid company in Paris to establish PR communication company in China. Everyone, including my parents, felt that it was wrong to do so. This road is very common now, many people are doing it, but thirty or forty years ago, most people would not take the Chinese road. Now, in retrospect, some French media also called me Marco Polo in the new era, so I can see how risky it is for them to take this step in their eyes.

Of course, you have to understand their reactions in the context of the times. China's poverty and backwardness in 1980s, foreign policy is far less mature and open now, so doing business in China is totally out of the Western considerations. At that time, Japan was a big hit. I also studied Japanese, but I knew in my heart that China is the most desirable country.

Frankly speaking, I never dreamed that China would grow so fast. In a short span of 40 years, China has completed the process of urbanization and industrialization, and the western countries can take two centuries. When I first set foot in China, I could often see four wheels or donkey cars in big cities, and the environment was hard to beat.

I try my best to use the most advanced equipment. We have the earliest facsimile machines and mobile phones in China. However, after the completion of the operation, we found that the urban public construction could not keep up with them and had to be settled separately. When there is no computer, we will replace it with a giant typewriter. We must invite another full-time staff to help us, because only he knows how to operate the machine. It may take a few days to make an overseas call through the operator, but there is still a rare line in that age.

In the service industry, talent is the most important, but it is not easy to find. You can't expect the headhunter to help you find it, because there is no headhunter at all. You can't dig people from your opponent, because your opponent has not yet appeared. You have to learn to tap core talents in government agencies, and to find potential talents in Bole. For example, they do not have to speak fluent English. Anyway, we will arrange a lot of training after entering the office.

Another problem is that there is no office space in Beijing. Almost all foreign companies have arranged their offices in Beijing Hotel or The National Hotel. I want a place that is different from a hotel, a place that is more closely related to Chinese culture. I looked at many places, and finally listened to the advice of local officials, and chose a Chinese courtyard with a pond in the Xuanwu park.

In general, the nature of the industry was quite different then. Now everyone is making every effort to use all kinds of feasible channels to increase sales. But in those days, no one knew the most famous brand in China. We should enhance brand awareness and brand awareness, and encourage consumers to try something they have never tried, such as chocolate, KFC and so on. At the same time, we should also use the "luxury language" cautiously because the middle class lifestyle will be disgusted.

   Q: What milestones did you achieve during this period?

   Success?

   A: There are many examples. That's the age when all international brand companies are thinking of entering China.

Helping Vidal Sassoon enter the Chinese market is a very impressive project. It is one of the first high-end brands to enter China. Vidal Sassoon and his wife came to China several times for this purpose. I invited them to dinner at home. After that, he wrote a note in my visitor, saying that the future could be expected.

   Q: How was the domestic fashion industry?

   A: Most of us were wearing gray suits, but we soon saw a big bang.

The earliest foreign fashion brand is Pierre Cardin (Pierre Cardin). He is a pioneer, and his partner in China, Song Huaigui, is an extraordinary legendary woman. At that time, we often met in the French restaurant Maxim s s of Pierre.

Montagut (Montagut) also entered China at that time. It is a mid-range French brand, but in China it is positioned as high-end brand. In my mind, the first fashion show (at least one of the first ones) was launched by the brand. Montagut has been very successful, proving that in a given market condition, the right position is everything.

Serge Dumont was shown on Beijing street in 80s.

Photo source: Serge Dumont

PHILPS Nanjing Yangtze River Bridge lighting ceremony.

Photo source: Serge Dumont.

   Second ten years: 1990~2000

   Q: You have planned many fashion events, including Fendi the Great Wall show and Louis Vuitton antique car long distance race. How did you do that? What role do these big events play in Chinese fashion circles?

   A: Over the years, we have planned many exquisite historical activities. In 2004, the first clocks and wonders Asia watch exhibition was held in China. All brands, including Cartier, Piaget and Vacheron Constantin, have held a joint event for the first time in the Forbidden City.

At the end of 1990s, Louis Vuitton held the first antique car long distance race in the industry. Louis Vuitton really has a vision. At that time, he thought of holding such a large event in China. It is not easy to do this activity, because everyone, including local government officials, is doing this for the first time.

As for the Fendi the Great Wall show, then CEO Michael Burke then found me and discussed this bold idea. Everyone says it can't be done. I think so, but he insists on doing it. We all like this idea very much. So we have arranged a team composed of agents, consultants and suppliers to do this activity. One night before the event, I prepared a dinner in Beijing's home. I invited Karl Lagerfeld, Bernard and H e l ne Arnault couples, Michael Burke, Sidney Toledano, and Burke to attend. The project was extremely complicated, but we did it. It was a memorable occasion.

   Q: What milestone has been achieved at the same time?

   Success?

   A: When people talk about China first, they think of the economy, but I think the story behind the economic growth and the huge cultural changes are more noteworthy.

In the past, Chinese people had fewer opportunities to contact western countries and their cultures. Now people are beginning to engage in western music, classical or popular, and Disney or Sesame Street's cartoon characters. We even saw the birth of local pop culture.

People's mindset is changing. I saw Venus in 1990s, when I was a famous male dancer. After a few years, I became the most popular choreographer and dancer. She was one of the first Chinese to undergo transsexual surgery in the mid 1990s, breaking numerous taboos and stereotypes.

In 1990, Interasia was in the office of Xuanwu Park in Beijing.

Photo source: Serge Dumont

A car marked with M&M logo. Photo source: Serge Dumont

Louis Vuitton antique car long distance race

Louis Vuitton antique car long haul Poster

2007 Fendi Beijing the Great Wall grand show.  

Photo source: ChinaFotoPress / Newscom

   Third ten years: 2000~2010

   Q: From 2006 to 2018, you were the vice president and chairman of Asia Pacific region of Omnicom Group macro Alliance group. Why did you join the group? What did you do during that time?

   A: I have been an entrepreneur in my whole life and have managed many large organizations. The reason why I choose to join is because the group like Hong Meng has attracted me.

Hong Meng is the largest us holding group in the field of marketing, advertising, media and communication services. The group has BBDO, DDB, TBWA, FleishmanHillard, Ketchum, Interbrand, PHD and OMD and other well-known brands in the industry. Here, I can observe the industry from different angles, and get a deeper understanding of the rules and characteristics of the industry, including various business models and changing customer needs, all of which will help me accumulate expertise in this industry.

It can be said that Hong Meng is an excellent platform for me to understand how this industry has succeeded in the past and discern the opportunities for success in the future.

   Q: During the Grand Alliance Group, Your greatest achievement What is it?

   A: I think it is more reasonable for this problem to be decided by others, but I want to say: This is a "human industry". In the end, you have to focus on those areas that will directly affect business managers and customers and help them get to a higher level. If I want to pick an achievement, it is the most rewarding thing for me to bring the University of Hong Kong to Asia.

When a company has a huge volume of $15 billion, employing over 70 thousand employees, managing hundreds of agents, dozens of brands and serving thousands of customers worldwide, one of the key problems you face is how to encourage employees to work together to produce a beautiful answer to customers, which is by no means a single person.

This is the purpose of the Hong Meng University. Hong Meng University started a course at Babson College in Boston, and taught by Harvard University professors about leadership. In China, we work with Shanghai China Europe management school. Students come from different parts of the country to learn leadership skills and case studies every year to understand how to solve problems in reality.

The influence of Hong Meng university may be greater than anything else I do, and it will affect more people in the future. In this regard, its value is more valuable than the success of the new business and the core manager's hiring or takeover agreements, though all projects are important.

Another thing that touched me deeply was the first thing I did after I founded the Hong Meng University in 2006. I named the teaching building of Tsinghua University journalism and Communication Institute "Hong Meng Lou". I always believe in the power of education, so I am glad to be able to contribute to the cause of education.

   Q: What was the fashion industry in China at that time?

   A: In those days, all mainstream fashion brands entered China. I have the privilege of serving many brands in China. Many designers participated in the first visit to China, including Giorgio Armani, Tiffany Elsa Peretti, Karl Lagerfeld and so on.

I was also honored to be an honorary representative of China at the Federation of French boutique industries. I deeply realized that these outstanding fashions are part of the French heritage. I have unlimited respect for them from the bottom of my heart.

In 2004, Mr. Armani visited Beijing.

Photo source: Serge Dumont

In 2003, Bernard Arnault and Serge Dumont.

Photo source: Serge Dumont

2007 Fendi Beijing the Great Wall before the big show including Bernard Arnault and Karl Lagerfeld private dinner.

Photo source: Serge Dumont

2007 Fendi Beijing the Great Wall before the big show including Bernard Arnault and Karl Lagerfeld private dinner.

Photo source: Serge Dumont

Former French President Giscard d'Estaing awarded the medal of honor to Serge Dumont. Photo source: Serge Dumont

In 2004, the "watch and miracle" Asia Summit watch exhibition was held in the Forbidden City of Beijing. Photo source: Serge Dumont

Serge Dumont as the United Nations AIDS ambassador.

Photo source: Serge Dumont

   Fourth ten years: 2010~2020 And the future

   Q: 12 years later, why did you leave? Hong Meng group?

   A: There are two main reasons. One is that my inner spirit of entrepreneurship has never ceased. I have always been on pins and needles to go back to the world of entrepreneurship and explore different ways of doing things. Second, I want to spend more time in charity.

Sir Winston Churchill once said, "we live by what we get. We create life by giving. " Time is our most precious thing. It is limited. We must give priority to it and use it wisely.

   Q: What challenges do Chinese media, advertising and communications industries face today?

   A: I will not focus on the two words of "challenge", because no matter what you do, there will always be challenges. I think the key is "opportunity". Over the past 40 years, China's gross domestic product has surged from US $300 billion to US $140000, making it the largest consumer market in the world. This is a digital technology leading market, the earliest implementation of mobile payment technology. Chinese consumers embraced the digital lifestyle, giving birth to new giants such as Alibaba, Tencent, Jingdong and Baidu. This creates countless opportunities for the communications industry. It's the chance for me to set up a public relations company in China. Last year, the Chinese public relations industry was worth about 62 billion yuan. 40 years ago, there was no advertising industry in China. But now China has become the second largest advertising market in the world. The recent slowdown in China's economy is a fact, but I believe China will continue to bring surprises to the whole world.

Public relations is an industry that constantly reinvent itself. This is universally acceptable. Taking into account the speed of China's development, this truth is even more true in China. Opportunities exist in this industry.

   Q: Sustainable development and fashion are also facing. What are the challenges?

   A: The fashion industry is one of the largest, most dynamic and influential industries on the planet. It generates more than 115000 billion yuan a year, but it is also one of the most polluted industries in the world. Fashion has the ability to play a key role in guiding people to the future of sustainable development. Luckily, the companies are in action.

The fashion agreement published during the G-7 meeting is commendable. Kai Yun Group Chairman and Fran C ois-Henri Pinault said that French President Emmanuel Mucklow has arranged for the brand to join the "alliance". At present, more than 32 companies and about 150 brands have joined. According to him, the agreement revolves around scientific goals in three areas, namely global warming, Biodiversity Restoration and marine protection, in other words, the reduction of disposable plastics. Former Unilever CEO Paul Polman and its team are actively responding.

Such initiatives prove that industry leaders are working together and acting, and the impact is extremely far-reaching, and the result is that they can not get it alone. We have only one planet. As the global population is getting richer, we must start thinking about how to consume more environmentally friendly.

   Q: You mentioned just now that you want to invest more time in philanthropy and investment activities. Can you share with us your specific plans?

   A: Long before China realized the seriousness of AIDS, I organized the first celebrity AIDS dance in China. This is a shy topic, but in order to raise people's awareness of prevention and raise funds, I am determined to overcome this complex challenge. Finally, with the support of the United Nations, the AIDS research foundation, the European Union, the China Center for Disease Control and prevention and the Bailey Martin foundation, the event was finally held successfully. China has already gone through a long way to fight AIDS.

During the outbreak of SARS, I was a consultant to the WHO and the Beijing municipal government. After the end of the epidemic, I realized that some top students were able to participate in the challenges of major communications. Therefore, I worked with the China Youth Development Foundation and the United Nations AIDS programme to create scholarships for Tsinghua University students and provide opportunities for internships in three offices in Geneva, Bangkok and Beijing.

At that time, I was also a special representative of the United Nations AIDS programme. Dr. Peter Piot, the executive director of the Department, is much more experienced than I am. He told me that reporters and correspondents could save more lives than doctors in the face of AIDS. I never looked at the public relations industry from this angle. At that moment, I was deeply touched. Since then, I have constantly reminded myself to strive to fulfill the great expectations of the world on us.

I am lucky enough to witness and even have the privilege to take part in a very unique era in China. I am convinced that the world is heading in a positive direction. I look forward to the next chapter of history. The future must be more interesting!

Serge Dumont and Michelle Yeoh. Photo source: Serge Dumont

In 2018, the Serge Dumont foundation was a charity project in Yunnan, China. Photo source: Serge Dumont

Serge Dumont attended the world economic forum.

Photo source: Serge Dumont

Author: Bao Yimin

Source: Vogue Business Author: Bao Yimin

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