Know-How Exchange : Student Questions

In the Chinese (mainland) market, a lot is based around Guanxi, or relationships. You likely will find that you need to partner with a local firm there to effectively do business, and it is important that you choose one with the appropriate connections.

What Visualworlds said about trade shows and publications is generally true as the appropriate promotion sources. Language will be a barrier, so this is one area that partnering with a local would be instrumental (they act as your local face, and speak the right language).

If you send any press releases or do press tours, there is an added step you must do of passing out red envelopes to the press. Inside will be a small amount of money (often 500 RMB, or about 50 euros each). It is kind of like you are buying product mention in their publication. Is this ethically right or wrong? I don't know. But this is the way it is done there, and if you don't give the envelopes, you won't get mention.

There is a lot of interesting information on Chinese business customs at https://www.executiveplanet.com/business-etiquette/China.html.