Whilst it’s tempting to get on a plane to China to start shaking hands, exchanging business cards and attending Chinese banquets, you will be wasting your time, money and energy until you’ve done some comprehensive market research. China is not one market, it’s many markets, each with different characteristics, opportunities and challenges, and the place you start (even if it doesn’t end up being the place you finish) should only be determined after proper research and an evaluation of different market entry options. From my experience, whilst doing your research, it will be essential for you to focus on the four critical success factors which will form the foundation of your market entry strategy for China.
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