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We offer Go-to-Market Strategy for Tech Companies Expanding to China

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Set objective with us:

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Establish a competitive, compliant, and scalable market presence in China by localizing offerings, building strategic partnerships, and navigating regulatory frameworks effectively.

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1. Market Understanding & Readiness

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a. Market Research

  • Identify regional demand trends (e.g., AI, IoT, SaaS, cybersecurity, cloud infrastructure)

  • Assess the competitive landscape: local tech giants (e.g., Alibaba Cloud, Huawei, Tencent) and foreign players

  • Understand local buyer behavior, especially enterprise/government procurement cycles

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b. Regulatory Compliance

  • Comply with China’s cybersecurity laws, data localization, ICP license, and cross-border data transfer regulations

  • Determine if joint venture (JV) or Wholly Foreign-Owned Enterprise (WFOE) is needed

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2. Product & Offering Localization

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a. Localization

  • Translate and culturally adapt user interfaces, documentation, and support

  • Localize hosting (e.g., through a Chinese cloud provider or joint venture) if data residency is required

  • Align pricing with local economic conditions and buying models (subscription vs. perpetual)

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b. Use Case Adaptation

  • Prioritize solutions that meet current Chinese business priorities: industrial automation, digital finance, government tech, etc.

  • Highlight benefits like efficiency, security, and compliance—not just innovation

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3. Channel & Partnership Strategy

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a. Channel Partners

  • Establish relationships with local system integrators (SIs), managed service providers (MSPs), and VARs

  • Leverage relationships with state-owned enterprises (SOEs) or government-backed incubators

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b. Strategic Alliances

  • Form alliances with cloud providers (e.g., Tencent Cloud, Huawei Cloud) or telecom players (e.g., China Telecom)

  • Consider working with local distributors who understand procurement dynamics

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c. OEM or White-Label Opportunities

  • Enable Chinese partners to embed or resell your technology under their brand

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4. Customer Acquisition Strategy

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a. Digital Presence

  • Launch a .cn website hosted locally with Baidu SEO optimization

  • Create Mandarin-language marketing and educational content (case studies, white papers)

 

b. Demand Generation

  • Run WeChat campaigns, Douyin (TikTok CN) ads, and industry webinars

  • Participate in Chinese tech trade shows (e.g., China Hi-Tech Fair, World Internet Conference)

 

c. Account-Based Marketing (ABM)

  • Identify and engage target enterprise accounts using local data providers and ABM platforms

  • Use SDRs or agencies who speak Mandarin and understand B2B sales etiquette

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5. Sales & Support Infrastructure

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a. Sales Team

  • Build a local sales team or partner with experienced sales agencies in Tier 1 cities (Beijing, Shanghai, Shenzhen)

  • Train on Guanxi-based selling (relationship-first) and local negotiation practices

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b. Customer Success & Support

  • Provide Mandarin-language support (chat, email, phone)

  • Establish a WeChat support channel

  • Hire a local CSM team for enterprise clients

 

6. Pricing & Packaging Strategy

  • Adapt pricing models to local expectations: flexible terms, installment plans, and usage-based pricing

  • Consider tiered packaging for SOEs, SMEs, and local startups

  • Offer “China First” launch incentives or government-subsidized bundles

 

7. KPIs & Metrics

 

GoalMetric

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Market PenetrationNumber of active customers or partners in China

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Brand AwarenessBaidu search visibility, WeChat followers, webinar attendees

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Pipeline GrowthNumber and value of leads from Chinese prospects

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Customer RetentionNPS, renewal rates, local support satisfaction

 

Regulatory ProgressNumber of local licenses obtained or compliance milestones met

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8. Execution Timeline (First 12 Months)

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PhaseFocus

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Month 1–3 Market research, compliance checks, legal entity setup

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Month 4–6 Local partnerships, product localization, Chinese website

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Month 7–9 Launch digital campaigns, local sales hiring, early pilot customers

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Month 10–12 Scale demand gen, customer support, evaluate channel expansion

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