China is one of the world’s fastest-growing economies, with rising fortunes making it a cost-effective opportunity for any ingenious business looking to expand. Recent studies by China Internet Watch disclose that the purchasing power of Chinese consumers will rise to about $6.5 trillion by 2020.
中国是世界上发展最快的经济体之一，财富的不断增长使它成为一个任何寻求扩张的创新企业的高性价比机会。 《中国互联网观察》最近的研究表明，到2020年，中国消费者的购买力将增至约6.5万亿美元。
Yet the complex business environment, rapidly changing landscape, language barriers, local competition, and bureaucratic nightmare are hurdles that make entry into the market a herculean task. Foreigners often approach it with doubt and fear. Gaining a foothold in this market requires understanding, commitment, and a unique market strategy.
然而，复杂的商业环境，瞬息万变的周遭，语言障碍，本地竞争以及官僚的噩梦是使进入市场成为一项艰巨任务的障碍。 外国人常常带着怀疑和恐惧来对待它。 要在这个市场中立足，就需要理解，认可和独特的市场策略。
Our aim is to ease your first step into this complex market by breaking down the process into strategies that will get you started right away.
我们的目标是通过将流程分解为可立即开始的战略，让你轻松踏入这个复杂市场的第一步。
1. Identify the local ecosystem.
认清当地生态经济系统
China’s market is distinct, unlike others; it is neither uniform nor homogeneous. The industry landscape varies in province GDP and level of education and lifestyle. Different local dialects used alongside mandarin, increase the chance of misunderstanding.
与其他国家不同，中国的市场与众不同。 它既不均匀也不同性。 行业概况因省内GDP和教育水平及生活方式而异。 与普通话一起使用的各地方言也增加了误解的机会。
Navigating the language and cultural barriers requires the use of simplified Chinese Hanzi (汉字) to leverage local platforms, tailor-make products, and services to fit different consumers in this unique ecosystem.
克服语言和文化障碍，需要使用简体中文汉字来利用本地平台，量身定制的产品和服务，以在这个独特的生态系统中适应不同的消费者。
Some cities like Shanghai, Guangzhou, Tianjin, and Fujian have free trade zones and the coastal cities have ports, though, tier 2 cities such as Hangzhou, Suzhou, and Chongqing are easier to enter than the main hubs.
上海，广州，天津和福建等一些城市设有自由贸易区，沿海城市设有港口，但杭州，苏州和重庆等二线城市比主要枢纽更容易进入。
Companies in China take different forms:
● Wholly Owned Foreign Enterprises (WFOE)
● Joint Venture (JV) partnership with a local
● Representative Office
● Franchise
● Transfer technology.
中国有不同形式的公司：
●外商独资企业
●与当地的合资企业（JV）伙伴关系
●代表处
●特许经营权
●转让技术。
2. Build a brand reputation, visibility, and trust.
建立品牌声誉，知名度和信任度。
Chinese consume products from brands they know and trust; here appearance is everything, put your brand in front of your target to build trust and visibility; use local platforms to attract customers instead of going after them. Your brand has to be visible, you have to be visible, presence is key. Be at social events, organize dinners and meetups; learn how to drink tea, sponsor causes; be out there!
中国人从他们了解和信任的品牌消费产品；外观就是一切，将您的品牌放在目标面前，以建立信任和知名度；使用本地平台吸引客户，而不是去追随他们。您的品牌必须可见，你必须可见，存在就是关键。参加社交活动，组织晚餐和聚会；学习如何喝茶，赞助事业；总之，到外面去！
Start small by testing your concept, cut risk by beginning with a minimal viable product (MVP) then expand. Focus on the return on your investment (ROI) until you can adapt your marketing strategy to fit consumer demand and leave room for technical setbacks.
从测试你的概念开始，从最小可行产品（MVP）开始降低风险，然后扩展。关注你的投资回报率（ROI），直到你能调整你的营销策略以适应消费者的需求，并为技术障碍留出空间。
3. Leverage online media and marketing.
利用网络媒体和电子营销
Digital marketing should be your ultimate weapon, China has 550 million smartphones and a 65% internet penetration rate. WeChat, Facebook equal, has 877 million daily users. WeChat provides access to an e-wallet service, online stores, pay per click ads and SEO tools you can use to generate traffic. You have other effective instruments like Youku (the Chinese YouTube), Baidu replacing Google, Weibo, Taobao, Tmall and QQ at your fingertips.
电子营销应该是您的终极武器，中国拥有5.5亿部智能手机，互联网普及率达到65％。 与Facebook相当的微信每天有8.77亿用户。 微信提供对电子钱包服务，在线商店，按点击付费广告和SEO工具的访问，您可以使用这些工具来产生流量。 您还有其他有效的工具，例如优酷（中文YouTube），百度可替代Google，微博，淘宝，天猫和QQ。
4. Be flexible and adapt fast.
弹性灵活、快速适应。
The market is fast-paced and ever-changing. New government regulations, restrictions, and policies pop up every day. Flexibility and open-mindedness are mandatory. Act fast, keep up, be active and develop what the locals call guanxi (關係), networks and connections to increase your chances of success.
市场节奏日新月异。每天都会出现新的政府法规，限制和政策。灵活性和开放性是必要的。 快速行动，保持精力充沛，保持活跃，并发展当地人所谓的关系，人脉和联系，以增加成功的机会。
Find a local partner to limit barriers and focus on consumer experience. Gather feedback, engage your niche to chat in forums, leave comments and memorable reviews.
寻找本地合作伙伴以减少障碍并关注消费者体验。收集反馈，引导适合你的小众在论坛上交流，发表评论和留下深刻的评述。
5. Hire qualified staff.
雇佣合格的员工
Use locals to navigate limitations; create a team of people who understand the language and culture. Pay close attention to trust-worthiness, it goes a long way in China. Due diligence is a must. Carry out background checks, watch local businesses of the same niche to operate and adapt your market strategy.
利用当地人来克服局限性；建立一个理解语言和文化的团队。高度重视信任的价值，在中国就会有着长足的发展。尽职调查是必须的。进行背景调查，观察同一细分市场的本地企业，以运营和调整您的市场战略。
In conclusion, an in-depth understanding of how to manage these 5 areas is the solution to conquering the giant which is the Chinese market.
综上所述，深入了解如何处理这5个领域，是征服中国市场这一巨大难题的解决之道。
We recommend you collaborate with a local consultancy, especially at the beginning. Seeking the right business support and advice is vital. If you’d like to get more information on consulting in China, you can join our email list at Sterling_q@outlook.com
我们建议您与当地的咨询公司合作，尤其是在开始的时候。寻求正确的商业支持和建议至关重要。如果您想了解更多有关在中国咨询的信息，可以通过Sterling_q@outlook.com联系我们。
Feel free to contact us for more details and any questions you may have.
请随时与我们联系以获取更多详细信息和您可能遇到的任何问题。
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