Selling to China by Stanley Chao

Author:Stanley Chao [Chao, Stanley]
Language: eng
Format: epub
ISBN: 9781532052705
Publisher: iUniverse
Published: 2018-08-30T04:00:00+00:00

PART 2

BUILDING YOUR ACTION PLAN

7 Four Key Questions to Ask Before Entering China

My job is to get you to a place where you know enough about China to be able to ask the right questions. Asking the right questions will lead you to success. The Chinese will never tell you point blank all the things you need to know about selling your products in China. This is in part due to deception; they don’t want to give away all the trade secrets. But most of the time they just don’t have the wherewithal to know what you don’t know about China. You may be totally ignorant about things that are obvious to the Chinese, but from their perspective they assume it doesn’t make sense to tell you things you probably already know. Of course, they assume wrongly.

Chart 3 lists the four key questions that SMBs need to ask themselves in order to determine whether a product or service will sell there. You won’t learn to ask these questions in business school, and they don’t apply to other parts of the world. They only work for China, and you would never think to ask these questions since, at this point in time, you still don’t know what you don’t know about China. In fact, you’ll read this chapter and probably won’t understand why I ask these four questions. After all, these queries didn’t play a hand in your earlier successes. But sometime in the near future, after you’ve gone to China, after you’ve failed once or maybe twice, after you finally know what you don’t know, you will realize the importance of these questions.

Try your best to answer these questions even though most of them require some previous knowledge or experience in China. For some, the answers will be intuitive, and no additional research will be necessary. Others may need to seek assistance from China experts, examine competitors’ positions in China, or actually conduct market studies in China, which I will discuss in the next chapter.

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