{"id":64687,"date":"2020-09-30T08:17:00","date_gmt":"2020-09-30T06:17:00","guid":{"rendered":"https:\/\/cms.munich-startup.net\/?p=64687"},"modified":"2024-05-08T11:02:17","modified_gmt":"2024-05-08T09:02:17","slug":"going-global-china","status":"publish","type":"post","link":"https:\/\/cms.munich-startup.net\/en\/64687\/going-global-china\/","title":{"rendered":"Going Global: The path to China requires patience"},"content":{"rendered":"<div class=\"entry-content\">\n<p>The question &quot;Why China?&quot; is usually quickly answered for many startups: The combination of market size, availability of investment capital, and political support for innovation projects makes China an attractive target market, especially for technology scaling. China&#039;s pioneering role in digitalization and the resulting opportunities for startups are also currently being widely discussed. However, it is important to differentiate between digital<\/p>\n\n\n\n<ul><li>B2C markets whose speed and scale are impressive, but which are also characterized by strong local competition and specific Chinese customer requirements and<\/li><li>B2B markets in which technological standards (e.g. in mechanical engineering) are generally still set by Western suppliers.<\/li><\/ul>\n\n\n\n<p>In traditional manufacturing industries such as steel, cement or chemicals, China accounts for about half of global output, so that in many B2B sectors the question is more of \u201chow\u201d than \u201cif\u201d regarding market entry in China.<\/p>\n\n\n\n<p>Crucial before taking the first steps in China is a clear definition of the target market and the requirements for local partners. Due to its size alone, China cannot be viewed as a single market. Many Chinese companies \u2013 and thus potential local partners \u2013 are often well positioned and networked only in certain regions. Another special feature is the role of private and state-owned companies. The <a href=\"\/en\/63013\/startup-start-up-company\/\">Startups<\/a> The expressed desire for a private sector partner to develop the market is often neither feasible nor sensible, particularly in strategic industries such as energy or telecommunications, but also in most process industries.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">China for startups<\/h2>\n\n\n\n<p>Establishing contacts in China is relatively easy for startups these days. Support is available through a variety of competitions, delegation trips, industrial parks, accelerators, and technology scouts. Particularly good examples of this are the TIE\u00b2 International Lab of the UnternehmerTUM and the &quot;4th China (Shenzhen) Innovation &amp; Entrepreneurship International Competition.&quot; It is important for startups to identify the players behind them as early as possible, as well as their strategic, financial, or even political motivations.<\/p>\n\n\n\n<p>Simple letters of intent (MOUs, LOIs) with potential local partners are also quickly signed in China business. It is advisable to formulate as concrete goals, planned milestones, and basic responsibilities as possible at an early stage in order to establish an initial reference point for subsequent negotiations.<\/p>\n\n\n\n<p>Concrete contract negotiations typically begin a time- and resource-intensive process in which even negotiated results are often called into question over numerous iterations. Especially for startups, which typically find themselves in the role of smaller &quot;junior partners,&quot; it is imperative not to lose sight of their own goals and their own technological strength as a negotiating position.<\/p>\n\n\n\n<p>It is also advisable to develop one or more fallback options prior to negotiations. Due to the size of the country and the intense competition among Chinese companies, there are good alternatives for the location or partner in almost every case.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Innovative technologies usually require a lot of explanation<\/h2>\n\n\n\n<p>Just as important as stringent negotiation is supporting implementation &quot;on the ground&quot; in China. Innovative technologies from startups often require considerable explanation to Chinese partners \u2013 especially when you&#039;re no longer talking to Western-trained managers in the finance or M&amp;A departments of large corporations, but rather to those responsible for production or sales in day-to-day operations. In these areas, simple things like English language skills or process documentation are often lacking.<\/p>\n\n\n\n<p>In addition to know-how transfer, training, etc., building personal relationships and a sense of trust is a key objective of regular on-site presence. Building and maintaining these relationships is a core responsibility of startup founders\/CEOs \u2013 both in initiating and implementing collaborative projects.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n\n\n<p>In a nutshell: True &quot;quick wins&quot; are rare for startups in China. Rather, the following factors promise medium- to long-term success:<\/p>\n\n\n\n<ol type=\"1\"><li>Go to China from a position of technological strength rather than financial weakness<\/li><li>Clearly define your market, goals and requirements for the Chinese partner<\/li><li>Try to understand the motivation of the Chinese partner, why they want to cooperate with or invest in a German startup<\/li><li>Cooperate with Chinese companies that have experience in international projects or, even better, have their own presence in Germany\/Europe<\/li><li>Always work with fallback options, especially with regard to locations and partners in China<\/li><li>Builds personal relationships \u2013 especially as a founder\/CEO yourself<\/li><\/ol>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>For many startups, China is an important market for scaling their technologies. However, capitalizing on these opportunities requires intensive preparation and often a lot of patience. True &quot;quick wins&quot; are rare, says guest author Bruno Rudnik. In our &quot;Going Global&quot; series, he shares his experiences and success factors from doing business in China.<\/p>","protected":false},"author":33,"featured_media":64690,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1091,5637,5638,1083],"tags":[508,4047,628],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Going Global: Der Weg nach China erfordert einen langen Atem - Munich Startup<\/title>\n<meta name=\"description\" content=\"China ist f\u00fcr Startups ein wichtiger Markt zur Skalierung ihrer Technologien. Unser Gastautor teilt Erfahrungen und Erfolgsfaktoren aus dem Chinagesch\u00e4ft.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cms.munich-startup.net\/en\/64687\/going-global-china\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Going Global: Der Weg nach China erfordert einen langen Atem - Munich Startup\" \/>\n<meta property=\"og:description\" content=\"China ist f\u00fcr Startups ein wichtiger Markt zur Skalierung ihrer Technologien. 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Unser Gastautor teilt Erfahrungen und Erfolgsfaktoren aus dem Chinagesch\u00e4ft.","_yoast_wpseo_linkdex":"71","_thumbnail_id":"64690","wbounce_status":"default","_yoast_wpseo_primary_category":"5637","_yoast_wpseo_focuskw_text_input":"","_yoast_wpseo_content_score":"60","ms_image_format":"contentwidth","_ms_image_format":"field_5cb8587572c8b","ms_dachzeile":"","_ms_dachzeile":"field_5cd9b7f365df5","ms_bump_post_date":"","_ms_bump_post_date":"field_5d1341edcf42a","guest_author_name":"Gastbeitrag von Bruno Rudnik","_guest_author_name":"field_5cee78a6016f9","guest_author_image":"64688","_guest_author_image":"field_5cee7914016fb","guest_author_description":"Bruno Rudnik ist Gesch\u00e4ftsf\u00fchrer von SusTech Consult. Er ber\u00e4t europ\u00e4ische Startups und deren Investoren bei der Skalierung und Finanzierung von Umwelttechnologien sowie beim Markteintritt und der Partnersuche in Asien. Dar\u00fcber hinaus ist er ehrenamtlich f\u00fcr die <a href=\"https:\/\/www.dcw-ev.de\/de\/startseite.html\" target=\"_blank\" rel=\"noopener\">Deutsch-Chinesische Wirtschaftsvereinigung (DCW)<\/a> t\u00e4tig. Zum einen als Fachsprecher f\u00fcr Umwelttechnologien und zum anderen als Vorsitzender der DCW-Region S\u00fcdbayern. Die DCW ist seit \u00fcber 30 Jahren der f\u00fchrende Verband in Deutschland f\u00fcr den Ausbau der wirtschaftlichen Beziehungen mit China.\r\n\r\n&nbsp;","_guest_author_description":"field_5cee78dd016fa","ms_post_image_caption":"","_ms_post_image_caption":"","ms_post_image_credit":"","_ms_post_image_credit":"","suppress_startupbox":"","_suppress_startupbox":"","_yoast_wpseo_estimated-reading-time-minutes":"","_wp_old_date":"","_yoast_wpseo_title":"","_yoast_wpseo_wordproof_timestamp":"","footnotes":"","easy_language_simplification_original_id":"","easy_language_source_language":"","easy_language_simplification_language":"","easy_language_api":"","easy_language_prevent_automatic_mode":"","_wp_old_slug":"","_wp_trash_meta_status":"","_wp_trash_meta_time":"","easy_language_simplification_state_changed_from":"","easy_language_de_EL_changed":"","ms_competition_deadline":"","_ms_competition_deadline":"","_wpbitly":"","enclosure":"","_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_meta-robots-nofollow":"","wbounce_template":"","wbounce_title":"","wbounce_text":"","wbounce_cta":"","wbounce_url":"","wbounce_override":"","_yoast_wpseo_opengraph-title":"","_yoast_wpseo_opengraph-description":"","_oembed_7131efca3705e16bd9da2c41df237660":"","_oembed_time_7131efca3705e16bd9da2c41df237660":"","_pprredirect_type":"","_pprredirect_url":"","_yoast_wpseo_opengraph-image":"","_yoast_wpseo_opengraph-image-id":"","_newsletterglue":"","easy_language_text_language":"","_wp_desired_post_slug":"","_relevanssi_noindex_reason":"","_links":{"self":[{"href":"https:\/\/cms.munich-startup.net\/en\/wp-json\/wp\/v2\/posts\/64687"}],"collection":[{"href":"https:\/\/cms.munich-startup.net\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cms.munich-startup.net\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cms.munich-startup.net\/en\/wp-json\/wp\/v2\/users\/33"}],"replies":[{"embeddable":true,"href":"https:\/\/cms.munich-startup.net\/en\/wp-json\/wp\/v2\/comments?post=64687"}],"version-history":[{"count":5,"href":"https:\/\/cms.munich-startup.net\/en\/wp-json\/wp\/v2\/posts\/64687\/revisions"}],"predecessor-version":[{"id":71351,"href":"https:\/\/cms.munich-startup.net\/en\/wp-json\/wp\/v2\/posts\/64687\/revisions\/71351"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cms.munich-startup.net\/en\/wp-json\/wp\/v2\/media\/64690"}],"wp:attachment":[{"href":"https:\/\/cms.munich-startup.net\/en\/wp-json\/wp\/v2\/media?parent=64687"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cms.munich-startup.net\/en\/wp-json\/wp\/v2\/categories?post=64687"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cms.munich-startup.net\/en\/wp-json\/wp\/v2\/tags?post=64687"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}