“我的偶像是陳歐”“東盟合作人”的中國印記

□ 文/姚博海

By Henry J. Schumacher

“我的偶像是陳歐”“東盟合作人”的中國印記

□ 文/姚博海

馬來西亞Hermo公司，將中國聚美優(yōu)品作為模仿對(duì)象

“我的偶像是中國的陳歐”馬來西亞Hermo公司創(chuàng)始人Ian Chua絲毫不掩蓋他對(duì)陳歐的崇拜。盡管聚美優(yōu)品遭遇了公司史上最嚴(yán)重的信任危機(jī)，但在東盟，這位入選福布斯亞洲《30位30歲以下創(chuàng)業(yè)者》的80后正在試圖締造另一家聚美優(yōu)品。

在東盟，和Ian Chua相似的創(chuàng)業(yè)者還有很多。馬云、馬化騰等中國式創(chuàng)業(yè)人物正在成為這個(gè)地區(qū)創(chuàng)業(yè)者心目中的偶像。他們當(dāng)中你可以發(fā)現(xiàn)許多熟悉的商業(yè)模式：東盟版的去哪兒、今日頭條、淘世界、美團(tuán)網(wǎng)……伴隨著東盟經(jīng)濟(jì)共同體的成立，固有的傳統(tǒng)經(jīng)濟(jì)模式的籬笆正在被拆除，當(dāng)移動(dòng)互聯(lián)網(wǎng)這個(gè)新生事物開始沖擊這個(gè)夾在中國與印度之間被“遺忘”的市場(chǎng)時(shí)，淘金者們資本盛宴才剛剛開啟。

5.6億人的“第一次”

夾在中國與印度中間，讓東盟常常被掩蓋在中國與印度崛起的光芒之下。當(dāng)中國的互聯(lián)網(wǎng)開創(chuàng)者們開始在華爾街講述他們的夢(mèng)想，印度軟件工程師們開始“統(tǒng)治”IT世界時(shí)，東盟大部分人還沒有使用過電腦。

“東盟很多年輕人沒有電腦，第一臺(tái)電腦就是手機(jī)。很多企業(yè)沒有互聯(lián)網(wǎng)網(wǎng)站，給商業(yè)計(jì)劃書時(shí)就是一個(gè)手機(jī)端展示?！备瓯趧?chuàng)投（GOBI）創(chuàng)始合伙人及管理合伙人曹嘉泰介紹。這是似曾相識(shí)的一幕，在柳傳志（聯(lián)想集團(tuán)創(chuàng)始人）最初創(chuàng)業(yè)的過程中，家用電腦代理是聯(lián)想的主要業(yè)務(wù)，因?yàn)榇蟛糠种袊四X海中的電腦還是躺在庫房里笨重的機(jī)器。

對(duì)于像曹嘉泰這樣的風(fēng)險(xiǎn)投資者來說，這是最好的冒險(xiǎn)樂園。市場(chǎng)的空白就是最大的機(jī)會(huì)。如同2002年他創(chuàng)立戈壁創(chuàng)投一樣，在中國的互聯(lián)網(wǎng)紅利中先后投資了華視傳媒、Camera360、途牛等項(xiàng)目?，F(xiàn)在，戈壁的東盟基金正在復(fù)制當(dāng)年中國的軌跡。

2010年，曹嘉泰成立了戈壁的第一支東南亞基金，同時(shí)他也將家遷到了馬來西亞。對(duì)于喜歡上海菜的他來說，除了要適應(yīng)混搭風(fēng)格的印度菜和娘惹菜外，更為重要的是如何能夠在一片“處女地”的東盟尋找到機(jī)會(huì)。

東盟對(duì)于中國企業(yè)的重要性不言而喻?！巴九？偸杖氲?5%來自于東盟；Camera360超過5億用戶中，1/3的用戶是在東盟，印尼有5000萬用戶，馬來西亞有1500萬用戶。馬來西亞總?cè)丝谑?000萬，也就是說，每兩個(gè)馬來西亞人中就有一個(gè)Camera360用戶”曹嘉泰介紹。

在拓展東盟市場(chǎng)的6年時(shí)間里，曹嘉泰的收獲頗豐。投資的22家公司中，包括了O2O（線上+線下）、時(shí)尚、電商、在線旅游、企業(yè)服務(wù)、新媒體、移動(dòng)互聯(lián)網(wǎng)等各個(gè)領(lǐng)域。在其最早一期基金投資的8個(gè)項(xiàng)目中，3個(gè)完成退出，平均IRR（內(nèi)部收益率）達(dá)到了68%。對(duì)于大多數(shù)VC（風(fēng)險(xiǎn)投資）而言，這是一個(gè)夢(mèng)寐以求的回報(bào)。

10個(gè)市場(chǎng)的合縱連橫

高額回報(bào)同樣伴隨著巨大的挑戰(zhàn)。如果只是簡(jiǎn)單地將中國或者印度市場(chǎng)的投資經(jīng)驗(yàn)照搬到東盟，那么冒險(xiǎn)家們的投資可能會(huì)血本無歸?？此凭薮蟮氖袌?chǎng)其實(shí)被分割為10個(gè)不同的個(gè)體：東盟不同國家擁有不同的宗教，泰國佛教，菲律賓天主教，印尼、馬來西亞以伊斯蘭教為主。不同的宗教，不同的人種，不同的法律規(guī)則，也有著不同的新機(jī)會(huì)。

Tripfez是一家基于穆斯林旅游的網(wǎng)站，他們的模式類似于中國的“去哪兒”網(wǎng)，為穆斯林客戶們提供旅游服務(wù)。曹嘉泰介紹，全球旅游產(chǎn)業(yè)目前每年有萬億美元的消費(fèi)需求，但其中穆斯林只占據(jù)消費(fèi)比例的4.8%?！澳滤沽秩丝谡嫉绞澜绲?/4，但服務(wù)于穆斯林的產(chǎn)品，尤其是互聯(lián)網(wǎng)產(chǎn)品很少，這給了像Tripfez這樣的公司機(jī)會(huì)，穆斯林旅游市場(chǎng)幾乎是一個(gè)零競(jìng)爭(zhēng)的藍(lán)海行業(yè)?！?/p>

各家VC們也都在摸索自己的適應(yīng)法則。投資與整合分散在各國的龍頭企業(yè)是東盟投資者們青睞的一種辦法。馬來西亞的Hermo公司是一家專注于女性化妝品的電商，創(chuàng)始人Ian Chua于2012年從游戲代理起家，隨后發(fā)現(xiàn)東盟女性消費(fèi)需求巨大，轉(zhuǎn)而開始做女性電商，并將聚美優(yōu)品作為模仿的對(duì)象。

與Hermo類似的還有印尼女性電商Orami、新加坡/馬來西亞兩地女性電商N(yùn)uren、新加坡時(shí)尚電商Zarola。由于東盟本地多元化，很容易受到外部文化的影響，比如80年代東盟受到日本文化影響，近期則是韓國與中國文化影響。這其中，女性消費(fèi)增長迅速，除了韓國的化妝品還有中國的日用品。

基于這種判斷，戈壁創(chuàng)投東南亞基金分別投資了Hermo和Orami兩家公司，希望未來將這些公司整合為一家能夠覆蓋整個(gè)東盟市場(chǎng)的巨頭型公司。

資本“灌溉”創(chuàng)業(yè)種子

2016年3月，戈壁創(chuàng)投宣布成立了第二只東南亞基金。其合作伙伴正是當(dāng)?shù)氐鸟R來西亞風(fēng)險(xiǎn)投資管理有限公司（MAVCAP）。雙方聯(lián)合成立1500萬美元的超級(jí)種子基金，其主要投資方向?yàn)闁|盟市場(chǎng)的種子期企業(yè)。

在中國，1500萬美元可能只夠一個(gè)項(xiàng)目的早期融資。但在東南亞這筆錢可以分散到許多項(xiàng)目中。目前，新基金已在馬來西亞、印度尼西亞和越南完成了五項(xiàng)投資，分別是婚慶和育兒電子商務(wù)網(wǎng)站Nuren、餐廳預(yù)定服務(wù)平臺(tái)Offpeak、按需服務(wù)平臺(tái)RecomN、旅游眾包網(wǎng)站Triip，以及青年實(shí)踐與活動(dòng)對(duì)接平臺(tái)YouthsToday。2016年12月，GOBI與MAVCAP的合作又取得了新進(jìn)展。

在資本的推動(dòng)下，越來越多的東盟年輕人開始加入到創(chuàng)業(yè)大軍中。一個(gè)非常有意思的現(xiàn)象是，東南亞的創(chuàng)業(yè)者大多在35歲以下，很少有傳統(tǒng)行業(yè)轉(zhuǎn)型創(chuàng)業(yè)的人。

伴隨著智能手機(jī)終端的普及，越來越多的東南亞年輕人的生活與互聯(lián)網(wǎng)相結(jié)合，盡管在他們的手機(jī)中出現(xiàn)更多的是類似于WhatsApp、Facebook這樣國外的APP，但本地的創(chuàng)業(yè)者們正在借助資本的力量開始嘗試分享這片“藍(lán)?！笔袌?chǎng)。

上文提到的Offpeak，類似于中國的大眾點(diǎn)評(píng)。它的四個(gè)合伙人此前分別來自于汽車零售、五金、教育和互聯(lián)網(wǎng)行業(yè)。多元化的團(tuán)隊(duì)組成也表明東南亞的創(chuàng)業(yè)者們正在尋求線下與線上、傳統(tǒng)行業(yè)與互聯(lián)網(wǎng)對(duì)接的可能。他們?cè)谠缙陧?xiàng)目上線后，拿到馬來西亞政府創(chuàng)業(yè)扶持基金的20萬林吉特后，又獲得了戈壁創(chuàng)投的80萬美元投資。

越來越多像戈壁這樣的VC加入到東盟新興的互聯(lián)網(wǎng)創(chuàng)業(yè)大潮中，讓年輕的創(chuàng)業(yè)者們迎來了最好的創(chuàng)業(yè)機(jī)會(huì)。Triip.me創(chuàng)始人Ha Lam說：“在越南，創(chuàng)業(yè)是一件非常困難的事情，中小企業(yè)申請(qǐng)貸款非常困難，如果沒有戈壁的投資，我的早期資金可能早已不夠維持創(chuàng)業(yè)”。

16.4%的GDP與90%的嘗試

除了創(chuàng)業(yè)者，為了在中國與印度之間的中間帶里找到新的突破口，東盟各國政府在吸引更多投資者上可謂不遺余力。

MDeC（馬來西亞多媒體發(fā)展局）是馬來西亞政府主導(dǎo)的科技服務(wù)型平臺(tái)。它致力于通過各類支持措施，在2020年前將馬來西亞打造成電子商務(wù)的區(qū)域中心。在馬來西亞，MDeC有超過40家機(jī)構(gòu)網(wǎng)點(diǎn)，其主要職責(zé)就是幫助國外企業(yè)在馬來西亞進(jìn)行投資。

這有點(diǎn)類似于中國改革開放時(shí)的吸引外資。MDeC并不直接提供資金，而是包括知識(shí)產(chǎn)權(quán)申請(qǐng)幫助、關(guān)稅、企業(yè)貸款等一系列服務(wù)性工作。MDeC為國外企業(yè)提供的政策非常優(yōu)惠，比如，外資企業(yè)可以在本地投資百分百控股（僅限IT公司），可以免除多年關(guān)稅等。

據(jù)MDeC負(fù)責(zé)人Najat Ahmad Marzuki介紹，享有以上的權(quán)益必須入駐MDeC旗下MSC Malaysia平臺(tái)，到2016年已經(jīng)有229家企業(yè)入駐，其中亞洲公司占到8%。包括了像華為、中興通訊、清華同方共54家中國大陸企業(yè)。

值得關(guān)注的是，數(shù)據(jù)顯示馬來西亞的 ICT（信息和通信技術(shù)）產(chǎn)業(yè)對(duì)GDP的貢獻(xiàn)為 16.4%，且大部分來自MDeC認(rèn)證的企業(yè)，其中約90%為中小型企業(yè)。和中國相似的經(jīng)濟(jì)變革正在東盟發(fā)生。

·摘自《投資界》

ASEAN Integration at the End of 2016

By Henry J. Schumacher

The launch of the ASEAN Economic Community (AEC) in December 2015 was a milestone for ASEAN economic integration, which is, however, an ongoing process. The AEC includes 10 of the fastest-growing economies globally, with an average growth rate of over 5 percent in the past years, and as a group represents the seventh-largest economy globally. High GDP growth in ASEAN member states, combined with a dynamic demographic and increasingly skilled work force, currently renders ASEAN one of the most attractive investment and trade destinations for European business. The change in investment trends seen in the past years, with many manufacturers closing down operations in China and relocating to ASEAN, is evidence of the increasing opportunities the region has to offer.

Therefore, the integration and facilitation of intra-ASEAN movement of goods and people that the AEC envisions and the subsequent interconnection of 10 highgrowth, high-potential markets is seen as a unique chance for business to capitalize on the opportunities that a fast-growing market of approximately 630 million people has to offer. Similarly, there is much to be gained by national economies within ASEAN from increased intra-ASEAN trade and investment, including intensified economic growth, employment generation and the creation of regional value chains. Taking into consideration that only 24 percent of trade registered by ASEAN memberstates is currently intra-ASEAN, there is much scope for developing intra-ASEAN business and setting up regional hubs that can serve the ASEAN market. European Union (EU)-ASEAN Trade and Investment relations are already well established. ASEAN is the EU’s thirdlargest trade partner outside of Europe and the EU is ASEAN’s second-largest trading partner after China. Therefore, the EU business community in Europe and in the Philippines recognizes the great benef ts and importance of further integrating the region and intensifying cross-border trade and investment both within ASEAN borders and between ASEAN and the EU. Taking into consideration that the Philippines will be chairing ASEAN in 2017, we believe it is an excellent opportunity for thePhilippines to lead the way toward further ASEAN economic integration.

Trade facilitation

While almost all products in the region are now traded tariff-free, or with a tariff in the range of 0 percent to 5 percent, nontariff barriers to trade still remain an important impediment to intra-ASEAN trade for many products. Therefore, it is important that nontariff barriers, especially the Rules of Origin, product standards and testing, are addressed through deeper harmonization between member-states. We strongly support the alignment of regulatory processes and the adoption of Mutual Recognition Agreements with other ASEAN member-states on standards and testing for key industries, such as health care, food and beverage and automotive. The cosmetics sector stands as a best practice for the harmonization of standards in the above-mentioned sectors. Specifically, ASEAN standards were adopted and implemented in the Philippines through the adoption of the Association of Southeast Asian Nations Harmonized Cosmetic Regulatory Scheme and ASEAN Common Technical Documents [Food and Drug Administration (FDA) Administrative Order (AO) 2005-0015] and the “Implementation of the ASEAN Harmonized Cosmetic Regulatory Scheme and ASEAN Common Technical Documents” (FDA AO 2005-0025).

In focus: Automotive sector

The automotive sector, including vehicles and parts, currently incurs major non-tariff barriers in the Philippines and the region, due to the lack of alignment in product standards. We strongly recommend to the Philippines to grasp the opportunity as ASEAN chair in 2017 to fully align national standards and the approval process to the United Nations Economic Commission for Europe (UNECE) regulations (currently, while the Department of Trade and Industry-Bureau of Product Standards has harmonized certain PNS standards to UNECE vehicle regulations, there remain vehicle parts for which standards have not yet been harmonized). The Philippines should lead the way for the adoption of a mutual recognition agreement in automotive standards across ASEAN in support of establishing common recognition of standards that are aligned to UNECE standards. It is worth noting that certain ASEAN member-states already recognize UNECE standards for automotive parts.

Implement an ASEAN Single Window

Rapid implementation of a fully functional ASEAN Single Window will increase cross-border, intra-ASEAN trade, and ultimately contribute to economic growth and regional integration. Imperative to the Philippines’s participation in an ASEAN Single Window is first the establishment of a comprehensive, dynamic, online National Single Window.

Ease existing customs procedures across ASEAN to ease intra-ASEAN trade

There are numerous operational and procedural obstacles within Customs procedures across ASEAN memberstates that handicap intra-ASEAN trade. We believe that as chair of ASEAN, the Philippines should drive intra-ASEAN coordination on Customs procedures to reduce operational bottlenecks, such as the acceleration of the implementation of the ASEAN Customs Transit system and the adoption of electronic data interchange for customs declaration and clearance. The recent enactment of the CMTA in the Philippines includes best practices, in line with the WTO Trade Facilitation Agreement and WCO Revised Kyoto Protocol, which could be adopted across ASEAN in support of trade facilitation.

Protect IPR and clamp down on illicit trade

The single market offers increased opportunities for intra-ASEAN trade in illicit and counterfeit goods. The institutionalization of cooperation across ASEAN member-states to protect IPR is thus an important element to the success of the AEC in facilitating intra-ASEAN trade and investment.

Implement regional harmonization of standards and regulations

In addition to the benefits on trade facilitation, the mutual recognition and adoption of common standards and regulations across ASEAN is important for investment facilitation. The development and strengthening of regional value chains is dependent on common standards between countries. The ASEAN Harmonized Cosmetic Regulatory Scheme should serve as a best practice.

Ease long-term investment constraints

ASEAN member-states need to collectively address investors’ concerns by agreeing on measures in support of long-term intra-ASEAN investments. One option could be to build upon the agreement reached by Singapore, Malaysia and Thailand to facilitate more cross-border fund-raising, crossborder product distribution, crossborder investment and to facilitate market access by intermediaries.

· Source: www.businessmirror.com.ph