The top ten things to consider before launching your brand in China
As a China-based Integrated Marketing and PR Agency, E3 members Adsmith China have managed the successful transition of many brands into the Chinese market. Drawing on his highly valuable expertise, agency founder Mike Golden, an American living abroad, together with Australian blogger David Ansett of Truly Deeply, have compiled a list of the most important things for businesses to consider when launching a brand into China:
01. Prepare to be persistent and patient. Take your business plan and double or even triple the amount of time.
02. China isn’t that cheap anymore.
03. HR Headaches. Hire the best people you can find. And then be prepared to let them go after major disappointments.
04. Visit China 10 times before starting anything. Talk to as many people as you can.
05. Make sure your business has a Chinese brand name and that you trademark it in China.
06. Be aware that ‘mainland’ China, Taiwan (Mandarin or Standard Chinese) and Hong Kong (Cantonese) use different speech as well as written characters. You will need separate entry strategies for these regions.
07. Be sure to make business cards (preferably with Chinese and a Chinese version of your name) before visiting. Don’t use Google Translate for this (one client showed up with “Black Conquer Death” on his card).
08. Brace yourself for long banquets with potential clients. These may include toasting red wine in shot glasses, long pours of warm beer, and unidentifiable meats. Sucking this up is what ‘culturally sensitive’ means.
09. Keep control of your brand image and marketing collaterals. Keeping your international image is important; the local marketing agency can help make sure the text and photos make sense in Chinese and portray your brand identity and position correctly.
10. Last but not least…don’t be scared off by all this! The market in China is fantastic and Chinese are ready to do business. Huanying! 欢迎！
Whether you are a brand struggling to make headway in the Chinese market, with plans to launch there soon, or are keen to develop our brand with an eye to China in the future, E3 agencies are uniquely positioned to help you achieve those goals.
(And thanks, guys, for the post!)
Filed under: Advertising Management, Cross-cultural, international marketing | 1 Comment