The holiday season is the best gift there could be for your brand’s marketing efforts…
China is a hotbed of innovation and there is an abundance of opportunities for foreign startups in the PRC. This is in no small part down to the sheer size of the country, with a population of around 1.4 billion. This is also due to the Chinese government’s favorable policies toward innovation. However, as we all know, it’s been a tough time economically for any business, big or small, over the last few years of the COVID pandemic – wherever you are in the world.
China is ‘opening up’ again, with its zero-Covid policy being abandoned in December 2022. Nevertheless, it can be difficult to work out how to launch your startup in China. The country has a complex consumer landscape, so you need to get the right strategies in place. As the PRC finally breaks free from its Covid restrictions, what startup strategies should you think about in order to reach your customers in 2023?
Decide on your Chinese legal structure: the WFOE
The first step for any foreign entrepreneur looking to launch a startup in China is to decide upon your legal structure. The most popular option is the Wholly Foreign-Owned Enterprise (WFOE). This structure allows 100 percent foreign ownership and gives businesses access to all Chinese markets, without having local partners or shareholders. It also provides tax benefits such as lower corporate income tax rates than those imposed by other legal structures. However, this structure does require a substantial capital investment upfront. It can take up to six months for approval from relevant government authorities before operations can begin.
The Joint Venture In China
Another option is a Joint Venture (JV). A JV involves one or more foreign investors partnering with one or more Chinese legal entities to form a business venture. The advantages of this structure include easier access to certain restricted industries, as well as potential cost savings due to sharing resources between partners. However, it requires strong communication between all involved parties since decisions must be made jointly rather than unilaterally by one partner alone. Therefore, a good grasp of Chinese, or at least a Chinese partner who can speak good English, would be crucial in order for this option to be viable.
A third option is establishing a Representative Office (RO), which has fewer restrictions than WFOEs/JVs but cannot directly engage in any commercial activities. Although no registered capital is required, no profits can be generated through its operation either. Therefore, ROs are generally used mainly just for research or marketing purposes, or for feasibility studies while looking to explore the Chinese market. ROs can later be turned into WFOEs or JVs, but firstly, they must be shut down, and it can be a costly and lengthy process to switch over, taking up to 18 months.
But if none of these solutions is appropriate for your startup, then setting up branches locally might also make sense. It really depends on how established your organisation already is abroad – note though that even here some restrictions will apply regarding operational activities allowed. Consult a professional beforehand if considering this route.
Business opportunities to consider
As we’ve already mentioned, China is an increasingly attractive destination for foreign startups looking to expand their business. So what opportunities should you consider taking advantage of if you want to set up a startup in China?
For starters, China has one of the most vibrant startup ecosystems in the world. There are plenty of incubators and accelerators that can provide valuable resources such as mentorship, funding, office space, legal advice and more. This makes it easier for startups to get off on a strong footing when entering this new market.
Furthermore, Chinese consumers are increasingly tech-savvy and open-minded towards innovation—making them ideal customers for disruptive products or services with global potential like artificial intelligence (AI) or e-commerce platforms. For example, mobile payments took off in China before pretty much anywhere else.
Another opportunity for startups is the opening up again of the country after the pandemic. The Chinese government has long placed innovation at the core of its economic plans, but it is taking extra measures to incentivize startups in the post-pandemic era. These include tax incentives, financial assistance, and subsidies for research and development.
All things considered; whether it is cost savings (due to economies of scale), or access to Asia Pacific markets – starting up in China can present big advantages, making it an extremely attractive option for aspiring entrepreneurs worldwide. However, there are also challenges to consider.
Challenges to consider in China
For starters, setting up a foreign startup in China requires an immense amount of paperwork and bureaucracy due to its complex regulatory environment. Foreign companies must obtain approval from various government agencies before they can even begin operating within Chinese borders— a process that could take months or years depending on the company’s size and scope of operations.
You should also consider that businesses may also need special permits or licenses if they plan on selling certain goods or services within China’s borders, as well as other restrictions such as limits on foreign ownership stake sizes for certain types of industries like banking/finance.
There is also another challenge: cultural differences between Western countries and China itself, which could lead to miscommunication issues between both parties when dealing with things such as customer service expectations or product designs tailored specifically towards Chinese consumers’ needs & wants.
This is why your foreign startup looking into entering this marketplace should invest time into researching & learning about how best to approach your target audience so their products/services have a better chance at succeeding here than elsewhere.
Ultimately, however, while some might consider instability caused by economic tensions between China and other countries as yet another hurdle preventing them from taking advantage of all opportunities available here, savvy entrepreneurs will recognize these factors merely present additional risks but also great potential rewards if done right.
How to find the right partners for your China startup
Many foreign entrepreneurs find that partnering with Chinese companies can open up new opportunities and help them expand their business into one of the world’s largest markets. But how do you ensure you choose the right partner for your venture?
You need to understand what type of company would be best for your needs. Do you need a manufacturing or logistics provider, an investor, or someone who can provide marketing and distribution support? Knowing this ahead of time will help narrow down potential partners quickly so that you don’t waste valuable resources on those who won’t fit your criteria.
Your Three Main Steps
Take some time to research each potential partner thoroughly before making any commitments. Check out their track record in terms of customer satisfaction and success stories from other startups they have worked with before yours—this information is invaluable when deciding if they’re worth investing in long-term relationships with them or not. Additionally, look into whether they have experience working internationally since this could affect how well prepared they are for adapting processes across different cultures as needed during collaboration efforts.
This one is pretty important- make sure both sides feel comfortable communicating openly about expectations upfront so there isn’t any confusion throughout partnership negotiations either way afterward – especially when it comes to financial arrangements between parties involved. This should also include setting clear goals regarding timelines/deadlines along with measurable outcomes expected at certain intervals too. All these factors should be discussed prior to entering agreements just like any other professional relationship would entail.
Finally – don’t forget: trust is key here so always go by gut instinct as well after doing due diligence beforehand. If something doesn’t seem quite ‘right’ then trust your intuition to really investigate if the partner is right for you!
As you’ll have gathered by now, the topic of startup strategies to reach your customers in China is a HUGE one. That’s why we’re splitting this topic in two – so stay tuned for part two of how to launch a China. We’ll look at adapting your product or service to the market, researching your target market, and marketing and advertising your startup. If you have any questions in the meantime, drop us an email here.