Dispatches From China

Flexibility is key to retail success in China

If you have a product or service and you want to get into the China market, one of your biggest challenges will be distribution. Even though the media plays up the problems with intellectual property, fakes and copycats, the truth is China’s markets are immature.

Brand recognition, quality and value norms have not been established. But because the canvas is unfinished, it also offers the ability to fill existing needs and create new categories.

Great ideas for products and services often fall flat because businesses underestimate delivery. Do not assume your distribution options are the same in China as in the United States.

China is only in the beginning stages of its development, so thinking you can sell your idea to a big box chain and be done with it are probably not in the cards. China has 118 cities with 1 million or more people in them, but disposable income and access to chain department stores in these cities is not a given.

Read more in the latest edition of BizTimes Milwaukee.

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