CHAPTER 28HOW AND WHY WE SUCCEEDED IN CHINA
Expanding into international markets is always a challenging endeavour, and entering the uniquely complex Chinese market presented even greater complications. The disparities in language, culture, customs and values created a series of formidable hurdles we had to overcome. We needed to change the way we worked quickly. Fortunately, our team were always up for a challenge.
I can also say quite proudly that the seeds of our China strategy were planted many moons earlier when Michael, Stephen and I would meet for breakfast, and plot and plan and dream about what this business could be. We always thought global, even back then, when we had no reason to believe that any of our dreams or plans would come true. What we did have was a deep passion to make something amazing and a commitment to launch it onto the world stage.
If you want to expand into China, you can take a leaf out of our flywheel playbook to help you do it. Of course, we were at a certain time and location that enabled us to leverage the winds of technological change. Those opportunities will be different for you today, just as the technology available today is different, but here is how we used the flywheel to do it.
How we used the flywheel to launch into China
We used our marketing flywheel to launch into China with great success. This case study documents the eight-step process we followed to achieve that success. Key to this was targeting the local Chinese community, ...