He Liehui: My Home in Africa

By staff reporter LU RUCAI

HE Liehui was 24 in May 2000, the year he went to Africa to start his own business. Now managing director of his own company, the Touchroad International Holdings Group, He has traveled most African countries. Over the past 13 years the original intent of making his fortune has changed to a desire to grow together with Africa.

He Liehui is familiar with the African continent to the extent of being on friendly terms with the leaders of some of its countries.

Among the many honors he has received are the title of Chieftain from the Nigerian government in January 2004, for his contributions towards enhancing the two countries’ economy and trade, and of one of the “Ten Chinese Who Have Deeply Moved the African People” from the Chinese People’s Association for Friendship with Foreign Countries in 2009.

In 2010, his company was named one of the “Ten Chinese Companies That Have Moved Africa.”

Ghana was He’s first African destination. It was there that he started out, selling clothes door-to-door. His company now deals in daily necessities, exploitation of mineral resources, tourism, and media in 20 or more countries in West and Southeast Africa. Before long, He anticipates expanding his operations to include finance and aviation.

He Liehui (right).

“When I first arrived in Africa, all I wanted to do was make money and lead a better life,” He said. “But now I want my company to be respected in Africa, by virtue of creating value and introducing ideas to local communities.”

Around 2,000 or more Chinese companies do business in Africa, 90 percent of them private ones. He Liehui believes the biggest challenge they face is overcoming communication problems in cross-cultural exchanges and international management. Linguistic inadequacies place these companies at a disadvantage.

“Products can be developed and improved, but inability to communicate impedes the development of a company.” He Liehui’s English has improved over the past 13 years to the point where he can converse fluently with locals.

His company no longer employs Chinese administrative staff, having localized itself by taking on local managerial personnel. This move is of inestimable value to exchanges between the two cultures. As He pointed out, “The internationalization of Chinese companies depends more on talented people than capital.”

He believes that Chinese people in Africa should combine the concept of the Chinese dream with considerations of Africa’s needs. To this end, they should regard Africa as their home, and strive to develop and grow together.

In 2008, He Liehui sponsored the Touchroad Africa Investment Summit Forum, the largest non-governmental event in the field of China-Africa economy and trade. Participants in this annual conference include dignitaries from African countries and officials and entrepreneurs from China.

He also established the Africa Center in Shanghai, which encompasses an office for visa applications to African countries, and centers for the promotion of trade and investment, African culture and arts, tourism, and an African Exposition. The center has signed contracts with more than 30 African countries, so setting up a platform for further Sino-African exchanges and cooperation.

In addition to his other laurels, He Liehui is also an executive member of the Chinese-African People’s Friendship Association, consultant at the Chinese Society of African Historical Studies, vice-chairman of the Shanghai Chamber of International Commerce, and honorary tourism ambassador of the Republic of Zimbabwe. His life and work are thus interwoven with Africa.