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Entrepreneurship in China is a complex and ever-changing topic of discussion, yet nonetheless crucial. The niHUB team has taken the time to connect with some of China's foreign CEOs, entrepreneurs, and professionals to get firsthand accounts on exactly what China has to offer for entrepreneurs and what it takes to make it in such an unfamiliar market and culture. niHUB's Entrepreneurs in China will be a weekly series featuring every Wednesday. Without further ado, allow us to introduce you to Gavin Crombie, CEO and founder of Digital Frontier.
Why did you agree to this interview?
Because the respect I hold for Joshua, who invited me to take part. He is a very straight-forward guy and is worth supporting.
What are you wearing? Why?
I’m wearing all black clothes. Today the all blacks (New Zealand’s rugby team, the All Blackshad, will have their new team announced. They are the single most successful team in the history of the sport and deserve to be honored when the new team is announced.
What do you do? Why?
I’m the CEO of a digital marketing / visualization company – Digital Frontier. Why? Because it is challenging and interesting. No two jobs are the same; here I get to work with stellar companies and the end result is visually exciting.
How did you get started in this business?
Nearly twenty years ago I was doing a business consultancy with the architect who design the Sydney Olympic Stadium, and one evening over a glass of wine he casually asked: 『Can you guys source perspective drawings?』 To my shame I answered; 『What are perspective drawings?』 to which he replied: 『Something we pay 5,000 dollars for in Sydney.' Thus, was born an idea that changed the entire architectural visualization industry. We wrote a business plan over the next 9 months and disrupted the entire industry, became the largest company of our type in the world, 31 offices worldwide, 450 staff.
What do people mean to you?
People are the joy of life – wherever you are, whatever you are doing. It is in the interaction with people that every single learning, growth and happiness experience come from. Therefore, there is nothing else in this world apart from people in regard to real life.
What does China mean to you?
China for me represents a unique opportunity to be part of a world changing paradigm. Seeing problem after problem solved (once a determination to act is reached) at an almost dizzying pace, has given me an appreciation of what the world could be if there was unity of purpose and application.
Even though China is a not a utopia by any stretch of the imagination, it does show how there are different ways to approach governance, and that if some (certainly not all) of the more positive attributes of the country were applied to other parts of the developing world, then humanity as a whole could be changed.
You have to be in to win, so being on the ground as these changes were first nascently appearing, and then rushing into being, has been something special. I wanted to experience that change and I look forward to some of the other less appealing parts of the society come under the microscope of attention.
Why did you decide to start a business in China?
I came to learn about doing business in China in 1994 – I loved it and decided to stay and follow the journey, wherever it led. It led to starting, first of all a business consultancy, and then to starting the company we have been running for nearly 20 years.
What's most important about China to you?
China will be the country of the future, in fact it is already recognizable as that – 25 years ago it was not obvious. That means the roots and relationships that are developed now will be the foundation that my grandchildren can use in the coming decades.
What's one thing you have in your home in China that you don't/didn't have in your home in your native country?
A feeling of destiny – in that, being witness to the single biggest transformation of human kind in the history of the world, has been both exhilarating and life-affirming.
What has been your biggest success?
Building Digital Frontier to the largest company of its type in the world.
What has been your biggest failure?
Ploughing 2 million dollars into an ill-advised adventure to set up a film studio and seeing it all disappear down a drain hole of experience.
What's your favorite quote?
Life is mostly froth and bubbles; two things stand like stone. Kindness in anothers trouble; courage in your own.
What's your favorite book?
Churchill: A Life – by Martin Gilbert
What advice would you give to aspiring entrepreneurs, startups, etc. about China?
Keep going. Question everything. Read enriching material every single day. Never give up. Ever. No really, never ever stop.
Explain your China story from 1-10
"Is it okay if I use twelve numbers?"
Arrived February 1994. Put in a concrete box with rats. No furniture the first night. Wondered what the hell I was doing here.
Was hired out to teach a class in my first week and serendipitously had the niece of the General Party Secretary in the private class. Was able to base our business consultancy on that (and subsequent) relationships.
Worked with more than 120 companies, set up 12 JV’s in Sichuan, as a consultant – learned, learned learned.
Started Digital Frontier (which was called idrawfast in those days) in 1999.
Built company to 31 offices by end of 2008, nearly 20M USD turnover.
Made stupid decision in 2008 not to sell / close business on basis of protecting staff business to see company decimated in GFC. Staff reduction from 450 to less than 100.
Set up film studio to try and recover business and lost squillions on that decision.
Wrote a book on doing business in China.
Appointed as New Zealand government trade advisor to companies.
Started getting into experiential marketing and reinventing company in 2015. So far, the only VR/AR company in Chengdu that has made money from experiential marketing.
Wrote another book on doing business in China.
Back in expansion mode again after a long period of finding a new path – roll on 2017/2018.
Photo Source: Forbes
What is your China Dream? Have you achieved it?
Dream was to be part of the excitement of the transformation of China – certainly have achieved that. Future dream is stay, learn, and experience more. China is my home and that’s where I am staying.
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