校友故事丨刘德军：在通往成功的"丝绸之路"上

  刘德军

2006级复旦大学-华盛顿大学EMBA

上海丝享荟文化传播有限公司董事长

上海宾格纺织品有限公司董事长

2006年，刘德军(George Liu)正在经营一家出口围巾和领带之类的丝绸饰品的公司——佰利领带服饰有限公司。他1998年创建公司，当时佰利的产品占据了美国三分之一的市场。他的产品也出口欧洲。但是刘德军想要继续扩张他的生意，所以他决定重新回到学校去学习。

In 2006, George Liu,  was running Baili Neck Tie Company, a Chinese exporter of silk accessories such as scarves and neckties. He’d created the company in 1998, and at the time it was estimated that Baili controlled one-third of the American market share. He also exported to Europe. Yet Lius till wanted to expand his business, so he decided to go back to school.

 

“我希望我的公司可以成为国际市场的领导者，”他说。他同时也希望可以学习美国的运营方式以及获得国际视野。当他了解到复旦大学和华盛顿大学的联合EMBA项目时，他就知道那是最适合他的项目。

“I wanted to make my company a leader in the international market,” he says. He also wanted to learn about American management styles and gain an international perspective. When he discovered the joint Executive MBA program at Fudan University and Washington University, he knew it was the program for him.

“我从课程和同学们身上学到了很多关于美国式管理的知识，”他说。美国式的管理机制强调要针对购买，制造和其他商业运行有一个标准的流程。 “而中国强调的更多是关系，较少强调标准化管理。”

“I learned so much from my classmates and the courses about American management,” he says. The American management system emphasized having a standard procedure for purchasing, production and other business operations. In China, Liu says, the emphasis was less on standardization and more on relationships.

“学习美国做事情的方式对我来说非常重要。”刘德军说。事实上，在他毕业之后，它决定要收购一个美国批发商。

“Learning the American way was very important to me,” Liu says. In fact, after graduating, Liu decided to buy an American wholesaler.

“这个批发商是美国市场第三大公司，”刘德军说。“所以我当时觉得那年我可以买下这个公司然后赚大钱。”但是因为有关规定，他最后并没有成功收购那家公司。所以最后他决定要在国内创建他自己的品牌。

“The wholesaler was No. 3 in the American market,” Liu says. “So I thought that year I could buy the company and make big money.” But due to regulations, he was not able to purchase the company. Instead, he decided to create his own brand in China.

 

2010年，刘德军成为了宾格丝绸有限公司的主席，公司沿袭了中国作为丝绸出口大国的传统（中国在过去的几千年历史中都是全世界最大的丝绸制造和出口国），提供根据传统方式制造但是拥有现代设计的丝绸床上用品和饰品。

By 2010, Liu was president of Binger Silk Co., Ltd., a brand that capitalizes on China’s long tradition as a silk exporter (the country has been the top silk producer in the world for thousands of years), by offering traditionally woven silk bedding and accessories but with modern looks.

“在宾格这个平台上，我把中国文化，中国艺术和国际艺术，还有国际时尚联系在了一起，”刘德军说。“现在我们公司在上海运营地非常顺利。这就是我个人的成功故事以及我读EMBA项目的收获。”

“With Binger, I connected Chinese culture, Chinese art and international arts, as well as international fashion,” Liu says. “Now, I’m successfully running my company in Shanghai. This is my success story and what I learned how to do while getting my EMBA.”