Circle of Friends – Interview with Carlo Dho
Carlo Dho is an import/export professional specialized in the Asia-Pacific region and an entrepreneur. He deal with both export consultancy for companies interested in expanding into these markets, as well as product sourcing for those wishing to purchase from abroad. He previously hold the role of University Lecturer of Business and Negotiation in China.
Enjoy his story for the column “Circle of Friends”
INTRODUCTION – Personal Relationship with China
How did your experience with China begin? Was it a casual encounter, related to your work, or for pleasure?
My experience with China began back in 2014, when I was still attending the University of Turin, specifically the Master’s Degree program in International Sciences offered by the university. That year, I applied for the Erasmus program, and at the same time, I had to choose a specialization: the Middle East or China. Almost by chance, I opted for the latter. At that point, I also applied for a scholarship that would allow me to study for an academic year at Zhejiang University. Against all odds, I was selected for both Erasmus and the program in China. I chose China: “this is not the time to have second thoughts,” I told myself. I had never been particularly fascinated by the East, as many other Westerners often are. But everything changed when I arrived in the Land of the Dragon… I was swept away by an overwhelming and unexpected love that, for better or worse, would shape the rest of my life. The language, the culture, the sounds, and the flavors of this country captivated me, but even more so, it was China’s ability to challenge everything I had learned in the previous 24 years of my life. After a year, I finished my master’s and decided to stay; I couldn’t have done otherwise.
BUSINESS – Work Experience at Saltway Consulting
Tell us about your experience at Saltway Consulting. What was your role, and what are the main results you achieved over the years?
Let’s start from the beginning. In 2016, together with my closest collaborator, Andrea Abbà, we started a consulting business by taking advantage of the incentives offered by the Shanghai Free Trade Zone. This is how Saltway Consulting was born. The initial goal was to help companies from the province of Cuneo – as we are both from Cuneo – find commercial opportunities in China. We lacked experience and a specialized industry focus, but after a somewhat hectic start, things began to work out. At the same time, I found a job as a Business & Negotiation Lecturer at Zhejiang Yuexiu University, which allowed me to support the consulting work and expand my network of contacts in the country. Over time, we began to identify two main areas of work: product sourcing for Italian SMEs looking to procure goods from China and export development for companies in the agricultural machinery sector (particularly prevalent in the Cuneo region) that were looking to expand their presence in Asian markets, primarily China.Everything was going great; the years flew by, and in the blink of an eye, we found ourselves in 2020: the pandemic hit. Everything changed. I returned to Italy and was stuck outside China, not knowing it would take over two years before I could set foot there again. My world fell apart. The first few months of 2020 were really difficult; we lost clients one after the other, and we were forced to reorganize Saltway, moving the business from Shanghai to Cuneo.
Fortunately, after a particularly challenging period, all the experiences we had gathered over more than five years in China began to bear fruit: the Italian market restarted, and with it, Saltway also bounced back. Long story short, by 2024, we had become a reference point for Italian agricultural machinery manufacturers looking to export to Asian countries, collaborating with the most important manufacturers in the sector nationwide. Today, among our partners in Asia, we are proud to count Fortune 500 companies such as Kubota Corporation (Japan), multinationals like Claas-Chunyu (China), and the Ministry of Agriculture of Heilongjiang Province, just to name three.
It has been a long and challenging journey: China tests you more than any other environment, but it also knows how to reward you just as well
How important is it to know the local culture and language in your business?
It’s essential. In my opinion, China is one of the very few places where knowing the language is still extremely important, even though technological advancements have greatly reduced language barriers. It’s just as important as understanding all the nuances of the local culture, even when dealing with managers or executives. Try speaking to a Chinese person first in English and then in Mandarin, their native language—you’ll discover two different people. It’s easy to see how crucial this can be when doing business in China. Engaging properly with your Chinese counterpart, using the local language and saying “Ganbei” (a toast to drink a cup all in one go, typical of business dinners in the Land of the Dragon) at the right moment, can make the difference between a failed deal and a successful one.
Have you noticed any changes in the last few years since you first arrived, from a business perspective? If so, what have been the most significant?
Interesting question: the technological development of recent years has hit the country like a tidal wave, significantly affecting how we interact with Chinese counterparts at work. If, in 2014, even contacting a Chinese manufacturer could have be complex, today you can do it in minutes with a simple search on Alibaba. Therefore, it becomes crucial to know how to navigate the myriad of actors you encounter, and that’s where the know-how and expertise gained over almost 10 years of working with this country come into play. At the same time, however, there are some “constants” in the Chinese system that have remained unchanged for hundreds, if not thousands, of years. Just think of the concept of “guanxi” (relationships or connections) or the idea of a “harmonious society,” which stand firm against the passage of time. China is constantly changing, yet it’s always the same.
What projects are you focusing on, and what are your future goals?
Saltway has no intention of slowing down. On the Italian side, our goal is certainly to establish ourselves as the go-to reference point for agricultural machinery manufacturers looking to expand into Asian markets. Ideally, when someone asks, “How do we sell our product in China?” the automatic answer would be, “Through Saltway.” On the Asian side, we aim to further strengthen our partnerships, both with companies and importers and with local governments, which are fundamental to the success of our work.
GOING EAST – Why Does Being in China Make Sense for an Italian Company?
Why does it still make sense for an Italian company to focus on the Chinese market?
The Chinese market should not be seen as an Eldorado, a mistake that many Western companies have made and continue to make. It is certainly a country full of countless opportunities, but it also presents equally complex challenges. Regardless of that, not being present in these markets is definitely a significant oversight for an Italian manufacturing company. At Saltway, we are convinced that in several sectors, the most important battles of the next 10 years will be fought in the Far East. My sincere advice is this: explore the opportunities offered by China and Asia, but do so under the guidance of experts who know what they’re doing—whether that’s Saltway or the Galileo Institute.
Interview by Marco Bonaglia
