如何在中国打造商业杂志

    你管理《财富》（中文版）这15年里，非中国籍的企业高管对中国的态度发生了怎样的变化？

    1996年，我们推出《财富》（中文版）时，一些西方大型企业的高层管理者已经认识到，中国是一个重要的增长市场；但是，更多人仍然没有完全意识到这一点。在这期间，中国发生了翻天覆地的变化。现在，大多数大型跨国企业都一致认为，要想在全球市场获得持续成功，必须抢占中国市场。

    现在，在中国出版财经杂志、推出财经网站和应用程序，最大的困难是什么？

    中国财经杂志领域的竞争已经非常激烈。1996年，我们推出《财富》（中文版）的时候，中国只有三家财经杂志。现在已经有了数百家，许多财经杂志都有多种传播渠道，包括纸质印刷、在线网站、应用程序和活动。中国的财经杂志市场十分拥挤混乱，因此，必须拥有强大的品牌，同时坚持不懈地专注于自己的使命、身份和价值观，并通过多种渠道网络提供内容。尽管竞争激烈，但是我仍然非常乐观。

    中国高层管理者是否像一部分西方高管一样，也热衷于追求媒体的关注？

    虽然有些例外，但是大多数中国高管都比较低调。

    展望未来15年，中国的商业格局会如何演变？中国会涌现更多的全球知名品牌吗？中国会加大知识产权的保护吗？

    格局将会发生巨大的变化。目前，财富和现代化的基础设施正迅速向中国内陆和西部地区的三线、四线和五线城市扩展。中国的对外投资将大于外国对华直接投资。随着中国逐渐摆脱对低端产品出口的依赖，中国将会出现更多更好的国际品牌，

    知识产权保护已经在高科技领域取得了良好的进展，并将持续改善。中国加强知识产权保护并非出于国外的压力，而是由于本土增长的需要。在中国，跨国企业和中国本土企业的专利诉讼胜诉率不相上下，而且高于欧洲和美国的专利诉讼平均胜诉率。电影和娱乐产业知识产权保护环境的形成还需要更长的时间。但是，中国国内的需求也将推动这个领域的改善。

    未来15年，读者们将通过什么方式阅读《财富》（中文版）？

    我深信，纸媒将继续存在，并且仍将是非常有效力的传播媒介；但是同时，《财富》（中文版）也将登上日益扩大的平台，服务不同层次的读者，满足他们的需求和品味。

    How have non-Chinese executives' attitudes about China changed during your 15-year run?

    When we launched in 1996, there were some large Western companies whose top management had identified China as an important growth market, but many more were still struggling to understand it. There has been a sea change in the interim, with a majority of larger international companies now considering China to be a market where they must prevail in order to have sustainable success on a global basis.

    What is hardest about publishing a business magazine, website and app in China today?

    The business magazine segment has become hypercompetitive. When we launched in 1996, there were only three business magazines in China. Now there are hundreds, many with multiple delivery channels in print, online, apps and events. It's crowded and cluttered out there, so it's essential to have a strong brand and remain relentlessly focused on your mission, identity and values, while delivering through a multi-channel network. I remain very optimistic, despite the static.

    Do Chinese executives court media attention the way some western executives do?

    Most prefer a low profile, although there are a few exceptions to this.

    Looking ahead 15 years, what will the Chinese business landscape look like? Will there be more global brands? Will there be more IP protections?

    The landscape will be dramatically different. The affluence and modern infrastructure is already moving quickly out to 3rd, 4th, and 5th tier cities in the interior and western parts of China. China's outbound investment will be a bigger story than inbound foreign direct investment into China. China will develop more and better global brands, as she graduates from reliance on low-end exports.

    IP protection is already making good progress in high-tech sectors, and it will continue to do so not because of foreign pressure but home-grown needs. The win rate for multinational patent litigation in China is comparable to that of Chinese companies, and higher than the averages in Europe and the U.S. The movie and entertainment sectors' IP environment will take much longer, but improvements will also be driven by domestic demands.

    Fifteen years from now how will your customers read Fortune China?

    I am convinced that print will still exist and remain a very viable delivery medium, but it will be among a growing range of platforms suiting the needs and tastes of a wide spectrum of consumers.