Alumni Industry Series | Raymond Lam (IBBA 2016): The strategic mind behind mainland businesses’ global ascent via social media

For many corporations aiming to expand into overseas markets, unfamiliarity with local business cultures often leads to challenges and missteps along the way. As the business director for Mid-Market in Greater China Region at Meta, Raymond Lam (IBBA 2016) assumes the role of a strategic “advisor”, leveraging market and industry data to support mainland Chinese enterprises in venturing abroad. “I’m not helping them go from zero to one, but from one to 100. The challenges are greater, but so is the sense of fulfilment,” he says.

 

Embarking on start-ups after graduation: Experiencing the highs and lows

During his third year at university, Raymond took an entrepreneurship course that gave him the opportunity to interview Mr Coils Lam Wai-chun, the founder of 759 Store, and develop business proposals for his company. This impactful experience not only offered him valuable insights into the demanding nature of entrepreneurial endeavours but also sparked his ambition to become an entrepreneur himself.

After graduation, he connected with a fellow MBA alumnus who invited him to join a digital marketing agency. This collaboration eventually led to Raymond becoming a co-founder of the new venture. The hands-on entrepreneurial experience allowed him to grapple with the intricacies of business challenges, and equipped him with the expertise he now applies in helping small and medium enterprises (SMEs) overcome obstacles and thrive.

 

Harnessing data to help SMEs expand overseas

The majority of Raymond’s clientele consists of SME owners from mainland China eager to expand their footprint in international markets. However, their lack of familiarity with local market dynamics and cultural nuances often presents significant hurdles. Harnessing the power of his company’s vast data resources, Raymond analyses trends and consumption patterns across regions, countries, and industries to identify untapped opportunities, devise holistic operational strategies, and help clients avoid unnecessary missteps.

Raymond observes that consumption habits and social media usage vary significantly across markets. In Southeast Asia, for example, local merchants primarily rely on e-commerce platforms for sales, with minimal use of standalone websites. In contrast, in the United States, official websites and e-commerce platforms such as Amazon are the two dominant sales channels. Meanwhile, in Europe, where localisation is highly valued, businesses entering the market must not only adapt their language offerings but also establish localised customer service teams and curate region-specific social media content.

 

With extensive entrepreneurial experience, Raymond deeply understands the challenges entrepreneurs face and excels at empowering clients to overcome obstacles and drive growth.

In addition to the business environment, festive occasions and tax seasons significantly impact consumption patterns. Raymond highlights the Middle East as an example, where extensive shopping is curtailed during Ramadan. Consequently, most merchants conduct major sales campaigns in the lead-up to the holy month, comparable in scale to Mainland China’s Double 11 shopping festival. He also assisted a wig company in analysing the African American market in the United States, discovering that during the tax refund season in March and April, this demographic shows a remarkable willingness to spend. Launching promotional discounts during this period proves highly effective in driving business growth.

 

Providing guidance to revive mainland enterprises

The risks and challenges of entrepreneurship often provoke feelings of anxiety and uncertainty. As an SME “advisor”, Raymond not only provides strategic counsel but also serves as a source of emotional support. He recounts working with a client, a senior entrepreneur in his 60s, who struggled with a custom doll business that had shown little progress more than a year after its launch. The immense pressure left the client burdened with guilt, knowing his staff were willing to work without pay to sustain the company. The emotional strain even led to moments where he and his employees embraced each other in tears.

This heartfelt story struck a chord with Raymond, reminding him of the adversities he faced during his own entrepreneurial journey. Beyond offering emotional solace, he helped the client reassess and analyse the business’s circumstances. Raymond identified an overdependence on a single sales channel and proposed introducing group discounts on additional e-commerce platforms to attract bulk purchases from overseas companies as corporate gifts. He also conducted a meticulous review of manpower allocation, production workflows, and the design and content of the company’s website. These strategic adjustments ultimately enabled the client to weather the storm, achieving a six- to sevenfold increase in business within one to two years.

“With my dozens of clients, I feel like I’m embarking on their entrepreneurial journeys alongside them. Witnessing how my experience and expertise help their businesses grow and improve performance brings me the greatest sense of fulfilment and accomplishment,” Raymond shares enthusiastically.

 

IBBA third-year student Stella Kwok Hoi-ching (left), who also attends the interview, seizes the opportunity to gain insights from Raymond (right).

 

Raymond expresses profound gratitude for the abundant resources, unique opportunities, and expansive alumni network offered by CUHK Business School, which have been instrumental in advancing his career. He particularly encourages recent graduates to actively engage in business networking events to connect with professionals across diverse industries and gain wisdom from seasoned mentors. “It’s natural to feel uncertain after graduation, but listening to others’ experiences can often illuminate answers to many of the questions you carry,” he remarks.

CUHK Business School alumni are everywhere, transcending geographical and industrial boundaries. To explore more inspiring alumni stories, please click HERE.