Market Entry

Our client, a successful European manufacturer of high-end office furniture, a family-owned SME already operating in several countries, was considering to enter the Chinese market and was looking for both strategic and practical advice.

Asia Waypoint researched our client´s specific niche market in China, confirming their assumption that the local market had reached a sufficient stage of diversification to be ready for their products. We delivered a detailed report answering very specific questions raised by our client, including regional market segmentation, the number and purchasing power of potential clients, positioning and pricing options, competition and China-specific sales channels.

In a second project phase, Asia Waypoint gave practical recommendations for locations of sales offices and manufacturing sites, helped to arrange the registration of a WOFE (Wholly Owned Foreign Enterprise) and introduced trustworthy HR agents to help our client with hiring key managers for their operations in China.