Mauro Rubin poses for a photo in his Shenzhen office. Wang Jingli

Wang Jingli

wangjingli0715@163.com

HAVING recognized the vast opportunities in Shenzhen’s biotech industry, Mauro Rubin embarked on a journey from Milan, Italy to the city in 2022. Rubin and his partner established Almatech and Nexus Group SRL, two companies aimed at bridging the gap between European and Chinese markets.

Almatech focuses on the biotech industry, while Nexus concentrates on “deep tech” sectors like AI, semiconductors, and new materials. So far, the two companies have assisted approximately 10 overseas businesses in entering the Chinese market.

Rubin’s passion for his work is evident in his words. “One of the reasons I like doing my job now is that I can meet different people and have a chance to learn new things and new ideas,” he said.

Connecting the dots

Rubin’s diverse background has prepared him for the dynamic and complex world of Chinese business. He taught himself coding out of pure interest at the age of 11. Rubin also served as a soldier for his country. He then joined a study program to learn artificial intelligence (AI). Later, he worked as a code developer for various companies across Europe and the United States.

In 2009, he founded his own company, which provides AI software for machine maintenance. At the invitation of a professor at the University of Milan, he worked part-time as a lecturer, teaching students AI-related knowledge and sharing his work experience.

Rubin’s journey in China started in 2016 when he had the opportunity to work as a visiting professor at Beijing Jiaotong University for an AI and software development program.

After completing the short-term program, Rubin began moving branches of his company to China by setting up two different joint ventures in Xi’an and Ningbo, but unfortunately, they failed.

“At that time, it was really hard for me to operate my business in China because I didn’t know about policies and rules. The culture and market are completely different from the West. So I made a lot of mistakes, but I learned from them, and now my business is operating well,” said Rubin.

Integrating into local

culture

For anyone who aims to achieve business success in a foreign context, Rubin believes it is crucial to understand the local culture.

Rubin discovered that the way Chinese people conduct business is similar to the Italian way. “For example, an Italian will not start a conversation directly with business. Instead, they tend to have a chat over a coffee or wine first and then move to business gradually. I think it is a rather similar situation in China. People might discuss business after enjoying a dinner together,” said Rubin.

Thanks to understanding the importance of localization, the companies Rubin is associated with provide comprehensive services —from resources to networking support.

This is also one of the key advantages that differentiates them from others. “Many big consultancy companies just offer figures and let related people meet with each other, and that’s it. But we are dedicated to providing continuous support and, we want to create success together with our partners,” said Rubin.

Explaining how he became accustomed to Chinese culture, Rubin said, “I started using WeChat, joined a lot of networking WeChat groups, and introduced my business to see if I can find someone who is interested. Now, I have my own WeChat networking groups.”

Shenzhen DNA

In Rubin’s eyes, Shenzhen’s characteristics can be described in three words: open-minded, innovative, and inclusive.

When speaking of the city’s inclusiveness, Rubin mentioned the widely circulated saying, “Once you come to Shenzhen, you are a Shenzhener.” Rubin believes the saying also works well for non-Chinese people like him.

“Everyone seems to open to new ideas. Old street vegetable sellers also used a QR code to get money, but I can’t imagine this in my country where most people still prefer to use cash. I am not saying which way is better, but I am just illustrating how people here are very open-minded,” Rubin said.

This characteristic also contributes to the city’s innovative spirit, which can be seen in dazzling drone performances or drone delivery services.

“I think in the next 10 years, I would definitely stay in Shenzhen,” said Rubin.

Data show that in the first three quarters of this year, Shenzhen added over 6,400 foreign firms.

Rubin mentioned that well-developed infrastructure and facilities, as well as the city’s international atmosphere, will be very attractive to businesses. He listed areas of the city like Longhua, Qianhai, and Hetao as his ideal places for business.

“In my opinion, if the area has well-developed facilities from good restaurants which provide authentic food, convenient transport, and entertainment options, it would be very helpful for overseas companies to relocate employees to work in the city,” said Rubin.