Why Not a Chinese Firm?

On first look, it may seem like an advantage to work with Chinese firms to gain ground in China: local support is indeed an invaluable asset. On closer consideration, however, working with local entities usually means handing control of your branding decisions over to Chinese distributors and agents.

Instead, maintain power over your brand and claim your inherent edge as a foreign business in China. Seek out an international marketing firm that offers local expertise combined with global savvy—the best of both worlds. The global perspective is relatively new to Chinese firms, which operated until recently in isolation—particularly from the West. An international firm is more likely to possess a Western, border-free respect for "brand" so will work harder to protect yours. It will also be better equipped to identify opportunities to develop new markets for your offering in China, even if your products or services are unfamiliar there. For instance, it may see how to adapt a US company's product for success in China while adhering to the client's global brand guidelines.

As a Western company, you have more to gain in the China market by partnering with the right international firm. You increase your chance for success with their better understanding of your brand's value, the way you work and the full potential of your offering in the China market.