The only guide for SMEs that want to distribute in China's B2B markets. Learn about how to find and manage Chinese distributors and what steps you should take when you want to sell and distribute your products in China. This slide share is part of our white-paper on sales & distribution in China. Download your FREE copy here: http://bit.ly/1FHeEQT

1. Selling in the Chinese B2B Market:
It’s not 1.3 billion consumers
It’s 40+ million businesses
presented by Launch Factory 88 (CHC Group)

2. 2Opportunities in the Chinese Market | One country, multiple markets | A Chinese landscape | Selling to Chinese businesses | Case studies | The 5 most common mistakes | About Launch Factory 88
Do you want to distribute in China?
Many companies struggle to successfully distribute in China. With our distribution support platform you can reach your
sales potential in the Chinese market.
Click here to learn more

3. What You Will Learn
Opportunities in the Chinese
market
See where you fit in
One country, multiple markets
Regional differences and why they matter
A Chinese landscape
A crash course in Chinese business culture
The 5 most common mistakes
Learn about what to avoid
Selling to Chinese businesses
Finding the best entry-mode and getting the most
out of your distribution network
About Launch Factory 88
Find out more about us and get in touch
Case studies
Examples from successful B2B companies

4. Snapshot
First insights

5. Opportunities in the Chinese market
China is currently poised to become the world’s largest growth engine both in terms of output and consumption
The world’s biggest consumer market?
• China is poised to become the world’s largest growth
engine both in terms of output and consumption
• China is transitioning from an export-led economy to
a consumption-led economy
• China can no longer be considered as merely a
sourcing location
• China is becoming increasingly important as a
strategic hub for servicing the Asia-pacific region
5Opportunities in the Chinese Market | One country, multiple markets | A Chinese landscape | Selling to Chinese businesses | Case studies | The 5 most common mistakes | About Launch Factory 88

6. Opportunities in the Chinese market
High quality solutions are in demand
• The country’s rapid development has paved the way
for an emerging middle class
• As incomes increase, people are gaining more
purchasing power and are more willing to high
quality products
• China’s ecommerce market has already surpassed
the US
• Increasing demand for high quality foreign products
and solutions
Future growth will come from rural regions
• Foreign companies (particularly B2C) entering
market tend to focus their sales efforts on larger
cities such as Shanghai and Beijing
• Growth in China’s largest cities: ~ 7.5%
• Growth in China’s developing regions
• The developing regions and 2nd and 3rd tier cities
possess many opportunities now and even more for
the future
China is currently poised to become the world’s largest growth engine both in terms of output and consumption
6Opportunities in the Chinese Market | One country, multiple markets | A Chinese landscape | Selling to Chinese businesses | Case studies | The 5 most common mistakes | About Launch Factory 88

7. Opportunities in the Chinese market
A hunger for new knowledge and tech
• To push innovation the government is increasingly
supporting domestic and foreign companies through
subsidies and loosened regulations
• China is still behind developed countries in many
sectors
• The hunger for foreign advanced technologies is
therefore offering foreign companies a new and
relatively untapped market potential
Value is starting to triumph over price
• Increased purchasing power has led to quality
awareness
• Chinese consumers and businesses alike are now
increasingly paying attention to quality and brands
• Many consumer groups are becoming less sensitive
to price
• Foreign brands have a high perceived brand value
and are thus in high demand.
China is currently poised to become the world’s largest growth engine both in terms of output and consumption
7Opportunities in the Chinese Market | One country, multiple markets | A Chinese landscape | Selling to Chinese businesses | Case studies | The 5 most common mistakes | About Launch Factory 88

8. One country, multiple markets
Foreign companies need to understand that China is in no way a uniform and homogenous market
Developed, developing and underdeveloped
• China should be considered as a collection of
individual sub-markets
• China’s rapid economic development started in 1979
in its coastal regions in the East and has only
recently started moving West
• As a result, there are considerable differences in
infrastructure and buying habits in China’s regions
and cities
West: Underdeveloped
Central:Developing
East: DevelopedSource: the Economist
8Opportunities in the Chinese Market | One country, multiple markets | A Chinese landscape | Selling to Chinese businesses | Case studies | The 5 most common mistakes | About Launch Factory 88

9. One country, multiple markets
Foreign companies need to understand that China is in no way a uniform and homogenous market
“China is as wide as its periphery. Few can
represent the thoughts and feelings of 1.3
billion people and 56 ethnicities in one
statement.”
Bob Tan
“We sell our highest quality flowers in China’s
rich coastal regions and our low quality
flowers in China’s less developed Western
regions.”
Nic Pannekeet, Van der Berg
Focus on a selection of sub-segments
• Recognise regional differences, determine
attractiveness of areas
• Bear in mind local tastes, purchasing power, and
infrastructure
9Opportunities in the Chinese Market | One country, multiple markets | A Chinese landscape | Selling to Chinese businesses | Case studies | The 5 most common mistakes | About Launch Factory 88

10. One country, multiple markets
Foreign companies need to understand that China is in no way a uniform and homogenous market
Opportunities inland
• Most foreign B2C companies drawn initially to
China’s richer coastal cities
• Industrial B2B companies are often drawn to 2nd/3rd
tier cities, because of cheaper labour and land
• Coastal cities have higher incomes and purchasing
power
• 2nd/3rd tier cities often offer attractive incentives to
attract foreign direct investment
B2B businesses scattered far and wide
• China’s has industrial clusters spread throughout the
country
• Clusters focused on specific industries
• Examples: Beijing focuses on IT, Guangzhou on
automobiles, Jiangsu on bio medicine, etc.
10Opportunities in the Chinese Market | One country, multiple markets | A Chinese landscape | Selling to Chinese businesses | Case studies | The 5 most common mistakes | About Launch Factory 88

11. A Chinese landscape
China’s business culture and what negotiation tactics you will probably be faced with when doing business here
Learn a bit about Chinese culture
To avoid misunderstandings, make doing business in
China easier and improve your results.
But don’t stress too much…
Business is business and in the end the mutual goal is
to reach a satisfactory deal for all parties involved
• The media often gives a mistaken or negative
impression of Chinese business culture
• Chinese business culture is not mysterious or
impenetrable for foreigners
• You will still need to apply the same business
principles in China that led to your success
elsewhere in the world
11Opportunities in the Chinese Market | One country, multiple markets | A Chinese landscape | Selling to Chinese businesses | Case studies | The 5 most common mistakes | About Launch Factory 88

12. A Chinese landscape
China’s business culture and what negotiation tactics you will probably be faced with when doing business here
Guanxi = personal network
• Having a network is important and often crucial in
business (regardless of location)
• China lacks a strong institutional system which
makes guanxi important
• However, do not let anyone tell you that having
guanxi is a crucial element when doing business in
China
• Your business’ success is still dependent on
your management practices, product, service,
quality, and competition and not merely guanxi!
• Guanxi is slowing losing its importance in urban
regions
Importance of guanxi often overemphasised
“In rural areas guanxi tends to carry more
weight than, for instance, in Shanghai or
Beijing. But even in these cities, it’s starting
to lose its once dominant position.”
Gijsbert de Bruin, CEO of CHC Group
12Opportunities in the Chinese Market | One country, multiple markets | A Chinese landscape | Selling to Chinese businesses | Case studies | The 5 most common mistakes | About Launch Factory 88

13. A Chinese landscape
China’s business culture and what negotiation tactics you will probably be faced with when doing business here
The importance of localisation
• Successfully targeting local consumers and
businesses involves adjusting your product to
local market conditions
• Many a company has failed in the Chinese market
by failing to understand the importance of
localisation
• Localizing your operations also involves modifying
your marketing and promotional strategies to cater to
local preferences
• Examples: modification of brand name, brand
colours, market positioning
Chinese negotiation tactics
• You don’t need to purchase 5 books on Chinese
negotiation tactics
• However, It is an advantage to learn about some
common negotiation tactics in China
• It’s therefore wise to talk to experienced negotiators
to understand common pitfalls
• As with everything, make sure to have your contract
in writing and that it’s signed and sealed.
13Opportunities in the Chinese Market | One country, multiple markets | A Chinese landscape | Selling to Chinese businesses | Case studies | The 5 most common mistakes | About Launch Factory 88

14. A Chinese landscape
China’s business culture and what negotiation tactics you will probably be faced with when doing business here
How important are contracts in China?
• China’s legal system is not as developed as in the
West
• Contracts may not be seen as legal, binding
obligations
• Chinese contracts are fluid and subject to change
• Despite this, contracts are still a must
• The judicial system is improving day by day
• Solid contract will assist you in court and during
disputes
• Be wary of companies that are not fond of
contracts
Compete as a local company
• Have a local team to support key stakeholders
• Prepare a China-specific strategy
• Emphasise superior quality, tech, and service when
marketing
• Localise manufacturing or assembly to become
more competitive
14Opportunities in the Chinese Market | One country, multiple markets | A Chinese landscape | Selling to Chinese businesses | Case studies | The 5 most common mistakes | About Launch Factory 88

15. A Chinese landscape
China’s business culture and what negotiation tactics you will probably be faced with when doing business here
Avoiding IP infringement when manufacturing
• Work with a network of secure and trusted suppliers
• Ensure that no single party has access to the final
product
• Assemble the final product in a separate secure
location
• Consider importing advanced components from
outside of China
Handle your IP rights in China, for China
• Handling IPR is the first thing to do before
entering China
• Do not rely on managing it from abroad
• The Madrid Protocol is not sufficient protection
• A local law office will be able to assist you in this
matter.
Recommendation: Even if you are not considering entering the market at
this point, it would be wise to register your IP rights in China for the future.
It’s relatively cheap and it will save you many headaches and potential
problems when you are ready to make the step.
15Opportunities in the Chinese Market | One country, multiple markets | A Chinese landscape | Selling to Chinese businesses | Case studies | The 5 most common mistakes | About Launch Factory 88

16. A Chinese landscape
China’s business culture and what negotiation tactics you will probably be faced with when doing business here
“We usually assemble our clients’ final products within our own secured assembly
facilities and consequently decrease the risk of suppliers attempting to copy the product.
If your product possesses highly advanced technologies, you can also consider
outsourcing basic component manufacturing to China and importing your advanced
components.”
Gijsbert de Bruin, CEO of CHC Group
16Opportunities in the Chinese Market | One country, multiple markets | A Chinese landscape | Selling to Chinese businesses | Case studies | The 5 most common mistakes | About Launch Factory 88

17. Selling to Chinese businesses
Learn the basics about selling in China
Are there any restrictions for your industry?
• Some industries in China are restricted in some way.
Most are not
• See China’s foreign investment industrial catalogue
for more information
17Opportunities in the Chinese Market | One country, multiple markets | A Chinese landscape | Selling to Chinese businesses | Case studies | The 5 most common mistakes | About Launch Factory 88

18. Selling to Chinese businesses
Learn the basics about selling in China
Do your products fit the market?
Does your product fit with Chinese market
requirements?
Is there a need for your products in the
market?
Or can you adjust your product to the local
market?
How easily can your products be copied?
If your products can be easily copied you
will lose your competitive advantage to low-
cost domestic competitors, unless you are
able to leverage your foreign brand name
successfully
Can you compete with domestic
competitors?
Strong local competition is hard to beat
unless you possess more advanced
technologies or a strong brand
Can you offer advanced technologies that
are in demand?
China is constantly seeking advanced
technologies to upgrade their working
methods and system
01
02
03
04
18Opportunities in the Chinese Market | One country, multiple markets | A Chinese landscape | Selling to Chinese businesses | Case studies | The 5 most common mistakes | About Launch Factory 88

19. Selling to Chinese businesses
Learn the basics about selling in China
19Opportunities in the Chinese Market | One country, multiple markets | A Chinese landscape | Selling to Chinese businesses | Case studies | The 5 most common mistakes | About Launch Factory 88
Most common entry modes
• Distributors
• Agents
• Representative office
• Joint venture
• Wholly foreign owned company
Using distributors
• Most common is to begin by working with distributors.
You don’t need a legal entity in China if you only
want to sell through distributors.
• Using distributors avoids long incubation and
significant investment
• If first few years of sales show are promising, then
many open their sales offices
• Be careful with relying only on your distributors
to gauge your potential in the market
• Foreign companies face challenges when using
distributors in China

20. Selling to Chinese businesses
Learn the basics about selling in China
20Opportunities in the Chinese Market | One country, multiple markets | A Chinese landscape | Selling to Chinese businesses | Case studies | The 5 most common mistakes | About Launch Factory 88
Finding your distributors
Trade fairs
• There are an increasing number of high quality
trade fairs in China
• Make sure to adequately protect intellectual
property before attending
Chambers of Commerce
• Host industry-related events and trade missions
• May be able to assist in the distributor search
• Organize events and trade missions
• Advice given may not be industry-specific
Finding your distributors
Service Providers
• Find distributors and perform due diligence
• Often have extensive distributor databases and local
expertise
• But, work with a service provider with specialist
knowledge of your industry

21. Selling to Chinese businesses
Learn the basics about selling in China
21Opportunities in the Chinese Market | One country, multiple markets | A Chinese landscape | Selling to Chinese businesses | Case studies | The 5 most common mistakes | About Launch Factory 88
Selecting your distributors
• Do not work with one exclusive distributor, to
avoid transferring too much power and leverage
• Work with a web of regional distributors who are
each well grounded in their respective local
markets
• Ensure to conduct thorough due diligence on
all your future partners in China
• The largest distributor not necessarily the best,
servicing too many clients and commanding too
much leverage
Characteristics of Chinese distributors
• Many distributors in China are unsophisticated, often
battling with high overhead costs and poor inventory
control
• Local distributors tend to focus mainly on price.
Your product’s real selling points will often be
overlooked if not managed properly
• Chinese distributors are known to favor the company
that offers the highest commission

22. Selling to Chinese businesses
Learn the basics about selling in China
22Opportunities in the Chinese Market | One country, multiple markets | A Chinese landscape | Selling to Chinese businesses | Case studies | The 5 most common mistakes | About Launch Factory 88
Distributors need local support
• Provide continuous training, support and
management on the ground to avoid common
mishaps and reach your sales potential in China
• Essential if you want full control of your brand and
direction
• Constant management and supervision offers
increased IPR protection
• Benefit from first hand information and
communication by having a presence in China
Don’t work with one exclusive distributor
• The Chinese market is fragmented and working
with merely one distributor can thus limit your
reach
• It is practically impossible to cover the entire country
working with only one distributor (some distributors
claim ”nationwide coverage”)
• Many distributors will demand exclusive rights to
your products
• China is still developing its distribution networks so
you cannot rely on achieving the same efficiency
demanded in more developed markets

23. 23Opportunities in the Chinese Market | One country, multiple markets | A Chinese landscape | Selling to Chinese businesses | Case studies | The 5 most common mistakes | About Launch Factory 88
Do you want to distribute in China?
Many companies struggle to successfully distribute in China. With our distribution support platform you can reach your
sales potential in the Chinese market.
Click here to learn more

24. Selling to Chinese businesses
Learn the basics about selling in China
24Opportunities in the Chinese Market | One country, multiple markets | A Chinese landscape | Selling to Chinese businesses | Case studies | The 5 most common mistakes | About Launch Factory 88
Having a local presence has many advantages
• Help train, manage and support your distributors
• Maintain relationships with key clients and stakeholders
• Improve your distributors and upgrade their working methods
• Enable you to exercise more control over your brand image,
marketing, promotion stakeholders and IPR
• Access essential market information first-hand
• Signifies your longterm commitment to China and provides
credibility and security to your customers
“Lots of companies have trouble
understanding the Chinese market. And it’s
no surprise why: they’re not physically
there, only their distributors are. Your own
office enables you to gain control and
receive real-time market information that
will help your business. ”
Nik Pannekeet, CEO Van der Berg

25. 25
20+ pages of valuable insights:
 Everything you need to know about the Chinese B2B market
 A 101 on Chinese business culture
 How to find the best entry-method for your company
 Insights from successful foreign B2B companies in China
 The 5 most common mistakes and how to avoid them
… and more!
25Opportunities in the Chinese Market | One country, multiple markets | The Chinese landscape | Selling to Chinese businesses | Case studies | The 5 most common mistakes | About Launch Factory 88
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