It was a big year for Australian niche design and construction firm Cockram Projects which in 2010 celebrated its 150th anniversary as well as taking out the top award at the Australia-China Business Awards in Shanghai. Robert Sirgiovanni, Cockram Projects Asia Director, spoke to Sophie Loras about the business’s initial entry into the China market.

Robert Sirgiovanni
Director (Asia) Cockram Projects

Cockram Projects (previously named Hooker Cockram) entered the China market in 1993. Initially we were invited to support one of our repeat clients, a major international pharmaceutical company we had previously worked for in Australia.

Originally, we had an opportunistic view of China but then it quickly became an integral part of the overall company. Our China business represents between 15 percent and 30 percent of our overall business and we currently have 135 staff.

We have had to adapt to the many changes and challenges of China – the Asia financial crisis in the late 1990s was probably the toughest. Driven by market competition and the training and capabilities of our local staff we have successfully localised our operations which today is 90 percent to 95 percent local Chinese.

We started in China in the niche construction and design for best pokies to play pharmaceutical projects but we wanted to change so we were not totally reliant on the clean environment market, which has been languishing over the years due to mergers acquisitions. We also had several past clients in Australia wanting us to support them in China in other industries so over the years we have expanded the business to include: food manufacturing, electronics, light and heavy industrial, education and high level fit-out. We do a lot of general construction projects in Australia so there is no reason we cannot extend our industry market in China.

I would say for us, working in China, the business principles are the same and we proudly have the same company culture in China as in Australia. Many of our clients have commented that their new facility in China is the best one they have globally, as they are able to leapfrog in technology and take advantage of the lower cost in China to make the facilities larger/purpose built with more aesthetic appeal.

Having great people makes it so much easier to do business in China. (It’s never “easy”!). Some local staff have been with us for 15 years and are now key to the leadership of our business. Also, a qualified and keen Aussie manager is as good as any [in China], and the growth of our business is proof of that, with our China General Manager, Greg Mithen. Our long-term strategy is to continue to expand our business to eventually mimic the Australian business. For now, our local Chinese clients are minimal but we see that progressively changing and a good opportunity for us in the future.

*Pictured: Cockram Project’s China team on the Great Wall. ■