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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.