Three Rules for a Successful Market Organization in China
(1) Adjust performance and services to the country's local conditions. Two questions need to be answered prior to any market launch: What does the market demand? How should we adjust services to local conditions? Example: a machine mounted as a superstructure on a truck. The machine from Europe is sturdily built, having a service life of ten years. Yet, the product is not marketable in China. The truck is only designed for a service life of five years. So nobody will need a machine lasting twice as long. It's essential to think like the customer – offer only what really provides benefits in China.