Aalto EE Profile On Top_of_My_Agenda_3_2011

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Cathy Huang encourages you to forget your assumptions about China.

Cathy Huang encourages you to forget your assumptions about China.

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  • 1. On tOp Of my agenda To succeed in China, you need to do your homework, says Cathy Huang, president of CBi China Bridge.
  • 2. On tOp Of my agenda To succeed in China, you need to do your homework, says Cathy Huang, president of CBi China Bridge. Her objective is to help multinational companies understand Chinese customers and to assist Chinese companies in building world-famous brands.
  • 3. mistakes. Foreign companies often fail to consider“ the local culture and consumer behavior.
  • 4. mistakes. Foreign companies often fail to consider“ the local culture and consumer behavior. Too often they simply assume locals are eager to try foreign goods.
  • 5. mistakes. China is a large and versatile country that should“ not be perceived as one entity. There are great differences within China in terms of weather, customs and socio-economic situations.
  • 6. mistakes. China is a large and versatile country that should“ not be perceived as one entity. There are great differences within China in terms of weather, customs and socio-economic situations. Therefore, you should not make any assumptions other than that there is a lot of variation in the services and products Chinese consumers are looking for.
  • 7. ReseaRch. “You need to understand the cultureand the market before you adjustyour business strategy accordingly.
  • 8. ReseaRch. “You need to understand the cultureand the market before you adjustyour business strategy accordingly.Because of the size of China, you needto decide where to go and how to bestapproach the area
  • 9. ReseaRch. “You need to understand the cultureand the market before you adjustyour business strategy accordingly.Because of the size of China, you needto decide where to go and how to bestapproach the area – and then strategically plan for expansion.
  • 10. ReseaRch. “You need to understand the cultureand the market before you adjustyour business strategy accordingly.Because of the size of China, you needto decide where to go and how to bestapproach the area – and then strategically plan for expansion.Be aware of and respect local differences.
  • 11. futuRe. China is a very fast-growing market. The big cities are as global as their“ Western counterparts.
  • 12. futuRe. China is a very fast-growing market. The big cities are as global as their“ Western counterparts. China’s third and fourth tier cities, along with the western part of the country, are still to be evolved, so the business potential is huge.
  • 13. futuRe. China is a very fast-growing market. The big cities are as global as their“ Western counterparts. China’s third and fourth tier cities, along with the western part of the country, are still to be evolved, so the business potential is huge. The Chinese government’s Western development program encourages businesses to “go west,” and in the coming years, it is these areas that have high-growth potential.
  • 14. magazine 3/2011to read the whole magazine for free click here