HOW TO: Overcome challenges when marketing to China
Successful B2B marketing in China relies on more than a simple translation job, warns Dr Kevin Lin, founder and head of KL Communications.
China is a special challenge for every UK B2B marketer, with not only the obvious language obstacles but also distinct cultural and political issues to overcome. Here is some background information:
• The Communist Party of China rules the country and party secretaries at each level of the government hold the ultimate power.
• Chairmen and CEOs of government-owned companies are party political appointments and many are bureaucrats.