China Success - What Many Foreign Brands Gets Wrong?
Over the past month, I’ve had several conversations with foreign brands, large and small, exploring entry into, or growth, in the Chinese consumer market.
What has consistently stood out is a gap in understanding of what it takes to succeed in China these days. It’s an extremely dynamic consumer market, and what worked 10-15 years ago simply won’t work anymore.
China in 2026 is fundamentally a different market to what it was in 2016.
In each discovery call the same recurring themes continue to emerge - “Holruggery”, as we say in Afrikaans:
1. Market presence matters
Having a local presence goes a long way towards success in the China market. Whether that is establishing a team or representative office, having a trusted in-market partner, an agent, or a commitment to frequent China visits for regular on-the-ground engagement.
A local presence builds the relationships and trust needed to succeed. Importers and distributors prefer to deal with someone that is reachable and available, can provide sales support if needed, that understands their market, and can adjust according to new developments.
Take the wine market - in 2016 you could attend a trade fair, meet and appoint a distributor, convince a local restaurant to sell your labels, and go home, do nothing, and expect traction. Today, success requires ongoing engagement, digital visibility, and active relationship management. You need knowledgeable representation, not someone who visits a China-based expo once or twice per annum.
2.Digital is not optional
China is a digital-first market. Discovery, trust, and purchasing happens mostly online. If your brand is not visible, searchable, or being discussed on Chinese platforms, it is effectively invisible.
Relying solely on offline distribution is no longer a growth strategy as it was in 2016. It limits reach, reduces competitiveness in a market built for momentum. Recently, a large consumer brand shared that they are only interested in “finding a good Chinese importer”, not in digital growth strategies.
If your 2026 strategy is based on offline distribution, your wins will come slower and you’re not setting yourself up to win. Unfortunately, there are no shortcuts. I’ve heard this in every conversation - “We’ve tried China, but our agent/importer/China partner has not delivered.”
In short, if you have aspirations to grow your sales here, your brand needs a digital presence, especially if you’re new to the market.
3.China Speed is real
The China market is extremely dynamic. Consumer preferences and trends, platforms, and market forces evolves quickly. It necessitates agile behavior, fast decision-making, and taking new challenges head-on.
I reconnected recently with a prospect with operations in China that first explored e-commerce and social commerce solutions with us in 2025. Nearly a year later, they were “still considering” their digital strategy. As I shared with their leadership team, while careful decision-making and inaction like this might work in the West, it’s commercial suicide in China.
Of course this is not meant as criticism, just a reality check for brands with China ambitions. Are you really ready to enter the market, and do you have a right-fit, locally based partner that fundamentally understands how things work here.
In Summary:
China remains an incredible opportunity, but there are no shortcuts. It requires an in-country presence, longterm commitment, an online presence, adaptability, fast decision-making and a clear understanding of how the market operates today — not how it worked in the past.
My China Link works with brands to:
Build practical China market entry strategies
Provide market insight, research, and competitive analysis
Establish in-market presence and representation
Develop digital and commercial pathways to growth
If you’re exploring China — or rethinking your current approach — feel free to reach out, visit www.mychinalink.com, and schedule a free discovery call.
