3. Set yourself up to win in your market before fighting the competitive battle.

Chinese companies often enter Europe assuming it is a homogenous, single market and that Chinese products (which may sell well in China) are equally suited to all European countries.

They enter a competitive battle without knowing where the greatest source of value and customers with the greatest potential are to be found within Europe, and which competitors offer the most significant threat.

Half the competitive battle is identifying early on these value sources and competitor threats, through market research, analysis and insight, and then developing a marketing strategy to engage in the competitive battle. CEMS 360° provides the research for Chinese companies that minimises business risks and maximises value opportunities. We use the market research to build a strategy that leverages company and product strengths through focused targeting of markets and customers.
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