Sun, Dec 27, 2009 - Page 14 News List

Hardcover: US: When outsourcing to China, it’s buyer beware

There’s something rotten in Southern China’s manufacturing belt, but foreign importers are so lazy and bedazzled by the red-carpet treatment that nothing’s being done to fix the problem

By J. Michael Cole  /  STAFF REPORTER

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A handful of noteworthy books have been published in recent years that attempt to weigh the impact of the world’s intoxication with “made in China” products. Financial Times reporter Alexandra Harney’s The China Price, an expose of the human cost associated with China’s competitive advantage, readily comes to mind. More recently, Paul Midler, who for years worked as a consultant and go-between for American importers who descended upon China like sailors to a siren, explores another aspect of the ambiguous relationship — the corporate machinations.

This isn’t to say that Midler’s book, Poorly Made in China, doesn’t have a human element to it. Quite the contrary. Its pages are filled with individuals who truly come to life as they make their first excited steps in China, are courted, get deceived, become disillusioned and, quite often, resignedly do whatever it takes to keep their businesses running. The entire book is human theater, a well-paced and entertaining tale of egos hurt and ridiculous retribution, such as when the author, who perhaps had dug a little too deep, suddenly found it impossible to get a ride back home from the factory.

Despite the many cunning factory chiefs and wide-eyed foreign importers who form the dramatis personae in this book, Poorly Made in China has surprisingly little to say about the fate of the Chinese workers who have made it possible for China’s giant wheel to start turning. We witness a brief, and ultimately pointless, public demonstration, and a handful of workers make the odd appearance, but the focus clearly isn’t on them. Rather, what Midler exposes is the mechanism by which Chinese manufacturers have succeeded in drawing in foreign importers and, equally important, how they made it almost impossible to leave.

In this game, China has many elements playing in its favor. It has a mythical power of attraction, it knows how to unfurl the red carpet to make foreign investors feel like a million dollars, and, a major advantage over its would-be competitors, such as India and Vietnam, it has the infrastructure and adaptability to make manufacturing on a massive scale possible.

Midler’s case studies show us the anatomy of the rise and fall of importers’ relationships with Chinese manufacturers. In the early courting phase, Chinese manufacturers are the epitome of deference and show an incomprehensible (to foreigners) willingness to produce at almost zero-profit, which for obvious reasons proves irresistible to prospective importers. As the relationship matures and the importer becomes over-reliant on the manufacturer, however, small things start happening. Corners are cut. Ingredients are changed without notice. Bottles aren’t properly filled, or the plastic becomes of lesser quality. Shampoo turns into Jell-O.

Guerrilla-like, the manufacturer sallies forth and retreats, making a profit by finding ways to cut on manufacturing costs, oftentimes at the risk of compromising the health of customers (at one point, Midler writes that he’d seen so much to worry about in the skin care products he was monitoring that he stopped using body wash and shampoo altogether). Worryingly, we learn the testing that would ensure product safety is often too costly and is passed on like a hot potato from the manufacturer to the importer, the retailer and, ultimately, to the consumer. On many occasions, the testing is simply not done. Equally disturbing is the fact that manufacturers often keep the list of ingredients secret, even from their clients.

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