Happy Home, Happy Business: ‘It Will Take More Than a Virus to Make Me Quit’

At the best of times, running a business is an uphill battle, an endless struggle to innovate ideas that put you ahead of the competition and continually turn a profit. In a post-COVID-19 world however, those challenges have not only grown in scale, but morphed into something entirely unrecognizable. In this series, we talk to expat-entrepreneurs and find out what they’re doing to remain successful in business, and happy at home.

I am as much of a sweet tooth as the next man. My particular weakness has always been well-baked cookies. So when I discovered Comptoirs de France, I felt as though my life in Beijing was that much more complete. In fact, I am such a fan of their delicious confections, that it influenced my choice of apartment, choosing to move closer to one of the store’s outlets.

But a few days ago, an article in our sister publication, The Beijinger, explained just how hard hit this particular business has been by COVID-19, pushed to the brink of closing. But Benjamin Devos, owner of Comtpoirs De France and father of two, still has hope.

We spoke with Devos to find out why it will take more than this crisis to see him abandon his business and the city he loves.

Benjamin Devos

How long have you and your family been in China and what made you decide to move this far East?

We arrived in Beijing 14 years ago, as my wife was working for an Olympic Committee sponsor.

What do you do and how long have you been in business?

In 2006 I created the company Comptoirs de France Bakery. Today we have 15 bakeries in Beijing, Tianjin and Shanghai, and we deliver to many hotels and restaurants as well.

What were you and your family’s initial reactions when COVID-19 first hit the news?

I thought, “It is going to be bad for business”.

What were your expectations as far as the virus and its effect on daily life and business in Beijing?

For the daily life we had to stay at home and do home-schooling. It was fun for a few days, but definitely not easy. However, for the business, it was a disaster right away with no traffic in the shops and any hotels, restaurants and airline orders.

What has been the reality for you and your family?

We tried to keep a normal schedule, and tried to make the best out of this situation. The positive part was that my kids, my wife and I got a chance to spend a lot of time together and we had a lot of fun, something that we can very seldom do.

How has your business been affected by the current situation?

It has been seriously affected. We lost more than 70% of our turnover. We do remain positive and hope the situation will go back to normal soon.

What form of support have you received from the expat community here in Beijing, for both your family’s and business’s well-being?

I am honestly so very grateful. The support of friends, family and the community is huge. They all want to help, and some friends of CDF even organized a fundraising campaign on Gofundme.com to try to help. Amazing friends!

Do you believe the current situation will permanently change the face of business in Beijing?

The situation has made all of us become more creative, and has made us explore different ways that we had not thought of before. However overall, I don’t think it will change that much in my line of work. People still need to eat. As for other businesses there could be some adjustments and new adaptations to technology. I do find a big lesson in all of this, and it is that we all will try to spend more time with our families.

Moving forward, what are some of the plans you have set in place for your business to ensure it is not adversely affected by such an unexpected situation?

E-commerce and delivery. These two words are the keys to survive this situation. We are now able to deliver on the same day and in both languages in Beijing, while we are sending orders to other cities as well.

Has the current situation deterred you from continuing to be a part of the business landscape in Beijing or are you here to stay?

After all these years, it will take more than a virus to make me quit!!

What advice would you give to other business owners in Beijing at this time?

Negotiate your rent, try to cut your fixed charges (but avoid firing people), delaying payment in cash is key, and use all the help that the Chinese government is putting together. And don’t forget your fans, they are a pillar of your company.

How can other expat families show their support for expat business owners in Beijing?

Many of them are coming to the shops or ordering online at CDF, we trust they will continue doing so. I also would like to ask us all to support local businesses as much as possible, such as some of the other French restaurants such as O’steak, Café de la Poste, Bistro 108, Hulu and Flo.

Any words of encouragement or hope for the international community as a whole in Beijing?

I am certain that this challenge will make all of us stronger. Stronger in our family ties, stronger in our relationships with our friends and with our community. Now that things are much more controlled, don’t wait and stay at home, go outside and enjoy. We only live once!

Photos: Courtesy of Benjamin Devos