by Valerie Sartor

Eric Diehl is a slender, energetic man with such poise and grace that he immediately brings to mind the images of Nureyev or Baryshnikov.

But in 1995 this young man first came to China for slightly less graceful employment than ballet: anthropology research assistant.

Mr. Diehl would not ever become a cool full-fledged anthropologist like Barack Obama’s mother (who reportedly wrote an 800-page dissertation on peasant blacksmithing in Java).

One thing he did do right (eventually, among many): stay in Beijing.

“I still haven’t completed my Ph.D. because I like living and working in Beijing too much,” he said with a mischievous grin.

People come to Beijing for a lot of reasons.

Some come because they’re losers back home. Others come for one reason, then stay for another – like hard drinking. Still others ride into the capital on multinational cash cows – these are relatively few people, and they are becoming scarcer as local talent can do an equal or better job for less.

Mr. Diehl falls into none of these categories, but he does prove an important point: hang around long enough, do a decent job at whatever, and you’re sure to be a winner.

Mr. Diehl has been a jack-of-many if not all trades. Knight Ridder intern: check. ESL teacher: check. Metrozine writer: check.

Eventually, he morphed into a top-notch events planner and marketing consultant.

“Originally I started working simply because I was waiting for academic funding,” Mr. Diehl remarked, “but as time passed I just decided to stay here and do work that I really enjoy.”

Nowadays headhunters vie for his favors. With his American background and experience in New York City events planning, his knowledge of the global marketplace, his in-depth cultural acumen honed by anthropological training, and his bilingual abilities, Mr. Diehl has more work than he can handle at times.

“I’m used to the differences regarding the way things are done here,” Mr. Diehl said. “My China perspective has great value to an international company, but
I’ve served domestic clients too. I’ve worked in the lifestyle and entertainment industries on events like fashion shows and film premiers as well as corporate and IT-related events. Huge changes are going on in the way advertising is employed now in China.”

Although Mr. Diehl is not technically in advertising, he has noted many changes, and his views are respected because of his diverse professional background, thanks in no small part to the spirit of Beijing – all-in-one worldliness and China-centricity.

“Back in the 1990’s TV commercials weren’t as sophisticated,” Mr. Diehl said. “And overall product quality has improved drastically: there’s more attention to detail. We’re seeing innovative advertising campaigns that are designed exclusively for the China market, as opposed to simply bringing in an imported ad campaign.”

Mr. Diehl makes the case for arriving in Beijing initially out of wanderlust, but then putting one’s nose close to the terracotta warrior grindstone. After all, this will have to be the career path of the future for most China expats.

Mr. Diehl explained that the multinational players now hire a wide cultural range of experts ranging from Singaporeans to mainland Chinese. This influx of talent - especially Asian talent - has impacted the China expat market significantly.

“It wasn’t too long ago that any foreigner fluent in Chinese could find a job very easily,” Mr. Diehl said, “but times have changed. More overseas Chinese are returning and they’re hardworking, talented native speakers. Now an expat really has to have a comprehensive understanding of the industry he wants to work in as well as excellent bilingual language skills. Cultural experience is also a must.”

Mr. Diehl has all three prerequisites: he’s bilingual, has lived in Beijing for years and is firmly grounded in U.S. and China marketing and events planning. Although he does the same job in both countries each country has different challenges.

“Here in China the need for monitoring is much greater than New York, where I know exactly what I’m getting,” Mr. Diehl said. “[In New York] when I ask a vendor to send five carpenters, for example, I’m going to see five union guys who have their own tools and who work certain hours and whose understanding of the gig as well as work will be just as I assumed. In China it’s not that way at all.

“Plus, in terms of time management there are certain expectations in the Western world that don’t fit China. If there’s a delay, the New York vendor is going to call you hours or days in advance because timelines are adhered to; they’re really critical issues. In New York I spend less energy chasing after people and making sure things are on site. In China I have to be extremely specific regarding my expectations, materials, manpower; everything.”

So, with all the China difficulties, why tough it out in Beijing?

China’s events markets are in the process of maturing and that growth has increased the demand for both qualified people and the corporate and retail events they serve.

Mr. Diehl is so over the Olympics, by the way. That’s just one tiny hot thing happening in a haystack on fire.

When queried about the upcoming Olympics, Mr. Diehl said, “Sure that’s going to be a spectacular show but in my business we want a plan that extends beyond a single event. Take the China car shows, for example: they provide sustainable growth because they happen regularly and are always increasing in size and number.”

Nothing it seems will stop China’s increasingly powerful economic dragon – not even issues as deep-rooted as environmental problems.

“Environmental problems will not stop the China market, which is already the biggest in the world for manufacturing and consumer wares,” Mr. Diehl said. “These problems are part of a learning process and they’ll get solved.”

China even is more successful already than the West gives it credit for.

For instance, China’s auto brand names are more successful than most European and Americans would guess, Mr. Diehl said.

“Americans don’t realize that China is exporting cars and consumer goods to places in Africa and to India,” Mr. Diehl said. “When a company gets a major market share in India that’s a big deal. The world’s markets aren’t always going to be determined by the USA in the future because China’s growth has changed the rules of the game. The USA and the EU are no longer the measure of business success. And the landscape continues to evolve, grow and change, with China taking more and more of the lead. I’m here because Beijing is exciting, my work stimulates me and riding on the tail of this great red dragon is giving me the time of my life.”

It’s also giving him the enviable career of his life.

Editors’ note: Eric Diehl can be reached at ericdiehl@hotmail.com.

    Channel: Movers & Shakers     |