The dilemma of Chinese startups going global • ZebethMedia
One day in 2020, I published an article about a Chinese hardware maker which would have otherwise been a typical funding story. Instead, I got a complaint from its PR asking me to remove all mentions of “China” from the piece. The startup wanted to be called “American” on the basis of its having a small office in California. I declined, insisting on our duty to uncover relevant facts for readers. I never heard from the company again. That turned out to be just the beginning of a trend in my interaction with Chinese startups that are expanding abroad. “We don’t want to be seen as Chinese,” many of them tell me. My attitude has over time gone from disappointment at companies’ lack of respect for journalistic independence to a growing concern that my portrayal of them might unfairly prejudice their growth. By putting the Chinese label on them, these firms might lose business partners, get stricter oversight by app stores, and receive more scrutiny from local regulators. What used to be a no-brainer geographic categorization of a company — “it is Chinese/based in China” — has become politically charged. Five years ago, a Chinese firm would be boasting its “successful entry into Europe” as a Chinese firm. These days, with rising tensions between China and the West, many globalizing Chinese companies choose to bury their origin. They worry that their links to home — however it is defined — can be viewed as a national security threat to the foreign market they serve. “We are going from longing China to longing Chinese, like Eric Yuan.” As startups build increasingly distributed teams, it’s also become harder to put a geographic pin on them. The world’s largest crypto exchange Binance, which started out in China, famously doesn’t have a headquarters. “If you look at companies such as Tiktok, Binance, Grab…these startups all started from day one with a global market in mind and built with teams located in multiple jurisdictions. It is really difficult to label them as from a certain country” said Ron Cao, who’s an early investor in Pinduoduo and founder of Sky9 Capital, an early-stage VC with a presence in China, Singapore, and the U.S. But Chinese startups aren’t just concealing their origin. Many of them are in effect moving legally and operationally to distance themselves from their homeland to reassure foreign authorities that they aren’t beholden to Beijing. The upside of decoupling is companies end up investing more in localization, which is always conducive to overseas expansion. But in the process, they also risk losing some of the advantages of being Chinese. The journey of becoming less “Chinese” is long and complicated, and the extent to which companies choose to reduce their ties to home is playing out differently across sectors and the stage of their business. But there’s one overarching sentiment shared by the dozen entrepreneurs I spoke to: They have never felt more confident about competing with international rivals, thanks to the talent and knowledge they have accumulated at home. But they are also increasingly daunted by — and weary of the geopolitical uncertainty they face in the process. Decoupling from home U.S.-China relations sharply deteriorated under former President Trump’s reign from 2017 to 2021, and President Biden seems to be staying the course, taking a firm stance on China with a sweeping chip ban. Having seen how U.S. sanctions have kneecapped Huawei’s supply chains and the spate of regulatory scrutiny on TikTok in the West, startups fear that they might be the next to get caught between the two superpowers. Companies play down their Chinese association as a result. In the past, startups might get a pass by simply claiming they are Singapore or San Francisco-based without actually having a meaningful operation in those places. Shein, for example, used to bill itself as being “founded in L.A.” when in reality it started out in Nanjing and Guangzhou as a typical Chinese e-commerce exporter leveraging the country’s robust supply chains. But scrutiny by foreign politicians and the press are driving Chinese firms to ramp up their overseas footprint, especially when they reach a critical size. Recently, Shein announced plans to open major warehouses in North America. The company has moved most of its assets to Singapore and made the island nation — which is widely regarded as politically neutral — its headquarters. Sky Xu, the founder and CEO of Shein, is also reportedly seeking Singaporean citizenship. Several entrepreneurs told me that top VC firms in China now provide passport shopping as part of their post-investment service for founders targeting overseas markets in response to a new rule on offshore IPOs: last December, China’s securities authority proposed that a company, regardless of where it’s incorporated, must go through a filing process with the Chinese government if its main management mostly consists of Chinese nationals or executives who live in China, and whose main business operation is in China. “If you look at companies such as Tiktok, Binance, Grab…these startups all started from day one with a global market in mind and built with teams located in multiple jurisdictions. It is really difficult to label them as from a certain country.” Getting the overseas legal setup is just the first step. The greater challenge lies in winning the trust of local regulators and customers. The founder of a productivity app that is targeting the U.S. market told me that “everything we use at work is non-Chinese,” so all of its data, internally or those of its end users, are kept offshore. Rather than ByteDance’s Lark and Alibaba’s Dingtalk, the startup uses Notion and Slack for internal communication, AWS for data hosting, and Stripe for payments. The company was founded in Shenzhen but is in the process of setting up a Singaporean company to be its holding entity. For enterprise software providers, the need to localize is even more pressing. While consumer app developers might gain traction without having to leave their China office, as they can