Tailor Your Products for Local Markets

National brands don’t rule the Chinese marketplace as in much of the West. China is a blend of markets, so getting local in China can have a big payoff.

Make sure the products you intend to sell in China meet the needs and wants of the local market. Conduct appropriate market research to help you tweak your products for China, and don’t neglect the regional variations in your marketing and sales plans. (See Chapter 4 for info on research.)