Michael Tsai is smiling. He has just made a joke about his schizophrenic mind. “I have a split personality,” says the 43-year-old U.S.-educated Chinese businessman. “I can understand what you think, and I know what they think, too. I can give both of you what you want.”
His smooth brow crinkles, eyes gleaming, and the grin turns to a chuckle. Tsai is not a madman, nor is he a mind reader. The Taipei, Taiwan-born businessman has simply lived two lives — one in the East, the other in the West. Now he is one of many entrepreneurs seeking to make their fortunes by forging
alliances between cross-Pacific companies.
“I’m only going on my intuition,” Tsai says. “The pool industry is a big deal with a lot of opportunities.”
Tsai is ready to take advantage of all of them. Earlier this fall, he launched Bridging China International Ltd., a company he believes will serve as the ultimate liaison between U.S. manufacturers and importers, and their Chinese suppliers.
But in the end, Tsai’s success will rely as much on his ability to recruit clients as it does on the endurance of the pool industry in China.
Changing his vision
Tsai received a degree in physics from the National Cheng-Kung University in Taiwan before moving to the United States in 1988. He obtained a Ph.D. in optical physics at the University of Alabama in Birmingham, studying how to calculate molecular vibrations in the UV spectra.
But rather than accepting one of two job offers to stay in Alabama when he graduated in 1994, Tsai made the “mistake” of going back to Taiwan to teach. Unfortunately, few university positions were available.
As a result, Tsai accepted a position in his family’s business, manufacturing tents and backpacks. For two years, he oversaw production at the company plant in Zhangzhou, China.
In 1996, Tsai left the family business to join Justinus International. For eight years, he helped the Taiwan-based trading company supply goods to various U.S. manufacturers, including several pool equipment makers. Within four years, he was managing the firm’s Shanghai operations.
While at Justinus, Tsai saw a golden opportunity within the pool industry and decided to act. The result was Bridging China.
His new Shanghai-based firm will retain a relationship with Justinus International’s manufacturing arm. “We’re not just buying and sales. We want to help, to provide a vital service,” Tsai says. “We want to be the go-between.”
A three-pronged plan
To accomplish his goals, Tsai will rely on three skills: technical expertise, communication and cultural knowledge.
“Without knowing the Western and Asian cultures at the same time, it is difficult to become a smooth and wide bridge for people to buy from China, and for Chinese vendors to sell to the States.
“Although the Internet and technology make the world a global village, the language problems and cultural differences still create obstacles for overseas purchasing,” Tsai adds.
He’s confident that he can bridge those differences and help individuals and companies on both sides of the Pacific Ocean better understand one another.
“That’s so people won’t feel it’s dangerous or risky doing business in China,” he says.
To succeed, he plans to pursue small to mid-size clients rather than larger organizations: “We would rather work with smaller customers who, due to the limitation of resources, need someone in China who can help them with product manufacturing, cost saving, quality and delivery control, and new product development.”
Tsai believes his organization will grow through word-of-mouth referrals. He’s put together a Web site (www.bridging-china.com), and is busy attending trade shows and advertising in catalogs. When the time is right, he would like to expand into other industries as well, perhaps the rubber parts business.
Meanwhile, Tsai is taking things slowly and picking up whatever ideas he can. “What [Americans] think is right is not necessarily what the Chinese think is right,” he says. “What you think to be the quality standard is not necessarily the standard the Chinese agree upon. It’s a different world.”
It may be different, but Tsai can handle it. After all, this cultural schizophrenic knows the secrets of the East and understands the mind-set of the West.
“We are confident we will succeed,” he says. “It will just take time for customers to know us and use our service.”
“A good friend of mine once said the pool industry is just like a battlefield,” Tsai adds. “I totally agree. The biggest challenge for [us] is surviving.”
