18 | Magazine World | April 2007 www.fipp.com
China
INTRODUCTION
Top Tips for Doing Business in China By Jeff Sprafkin
1. Know your partner 3. ‘Guanxi’ – Chinese for 6. Look beyond a single 7. Research pays China is a
Relationship matters connections Government media format complex sea of fast-changing
far more than contract. connections are useful, but As usage habits migrate micro-markets. Local
Understand them, build only paired with operating online and to mobile publishers and media owners
trust with their team and ability, ideally based on a devices, you must build still rely heavily on gut
avoid conflicts. strong record. multi-platform formats/ feeling rather than feedback,
distribution channels into increasing risk.
2. Ongoing team 4. Take a long view of the your product plans and
development Vital in China’s market The patience to partnership agreements. 8. Be flexible So it works at
young labour pool, as media measure progress in years And be vigilant about home, but in China? Be open
experience is thin and rather than quarters is protecting intellectual to modifying format, content,
training is an important important. property across multiple price distribution channels,
job consideration. Ongoing platforms from the start etc. Successful products and
mentorship between home 5. Prepare for leapfrogs, not – register web addresses brands tend to be those that
country management and laggards Consumers are savvy and be explicit about localise quickly.
local teams offers cost- and hungry for leading-edge digital rights.
effective worth both ways. technology, product, formats jsprafkin@media-pacific.com
and fashion – if it’s passé at
home, it won’t do well here.
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P18-19 SPLIT PAGE N AD-corr.indd 2 28/3/07 10:08:21
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