Business location - China
China: Seven Tips for solving the China-Challenge
Tip 2 – Find a clear segment positioning: The right positioning of your own brands is the central factor of every successful China strategy. It does not mean that you have to go for a Matrix Premium segment, mid-segment or a low-segment and for niche providers and general providers. Rather there has to be a discussion process and a decision process based on the market information and customer experience. Here customer orientation should be the main focus. The positioning in China must not be identical with that in the local market. For medium-sized providers with less experience in China it is recommended to work on just one clearly defined part of the customer segment for the launch.