In primo piano

by Virginia Busato

Does your commercial strategy include China?

No Why not? Because it’s far away; because I attended a trade fair without any payoff; because I’ve heard about Chinese people’s reputation and I don’t want to trust them; because I don’t understand their language; because they might copy my product; because approaching China is too complicated without a support, and I don’t know where to start.

China is an extremely demanding challenge for SMEs, but adopting a well structured action plan, tailored for this market and its distinctive features, it becomes possible to act with awareness, optimizing time, energy and money.

Do not found your decisions on suppositions, bias or second-hand information, without verifying the source, its reliability and freshness. Do not improvise your strategy basing on previous experiences in different situations: this approach, in a country like China, can drive to failure even the best business ever.

Virginia Busato is an expert of business consulting, education and cultural intermediation with China. She cooperates with the internationalization branch of Innext, giving support to Italian companies for understanding Chinese’s business etiquette and culture.


Innext contributed to the text providing case studies and useful methodologies in order to conduct effective market researches and find trustworthy commercial partners.