Interview with Alexandra Vernière, Director of the Canton branch of Sermag Hong Kong Co, Ltd.

What is your company profile?

Alexandra Vernière - Sermag was created eight years ago, but I took over the company in 2008 with two French partners. We focus on three types of activity: quality control for furniture (the company was founded by a cabinetmaker), window dressing, particularly for major foreign groups such as Max Mara and Guess, and support for SMEs.

How do you help SMEs looking to set up in China?

A. V. - Above all through a very good knowledge of local production. But contrary to what you might think, what we are offering them is not exactly relocation... more a diversification of activities. Producing in China means above all developing related activities and, consequently, added value. It also means focusing on a new market, with demands and needs other than those of the European market.

Are you also helping Chinese companies to set up in France?

A. V. - This aspect of our business is growing, as the number of Chinese companies looking to go international is constantly increasing. And the commercial links between France and China are interesting. For example, we are currently helping a Chinese company that makes coffee tables to sell them in France. This company now wants to produce more upmarket items in France, but sell them in China.