European businesses have a timely opportunity amid US-China trade tensions, as Chinese companies seek to diversify their partnerships. Europe is viewed as a stable alternative and EU firms can distinguish themselves by emphasising reliability, quality, and shared values – particularly sustainability, which appeals to Chinese stakeholders. As a result, many Western businesses will be attempting to source from or enter the Chinese market. Some will flourish, but many will falter, not for lack of quality products or investment, but because they misunderstand the fundamental nature of doing business with and in China.
Successful business relationships in China require adaptability, patience, and a deep understanding of their culture and values.
These are my insights and top tips for successfully doing business with China.
Relationships first, business second
In China, business isn’t sealed in boardrooms, it’s often solidified over dinner, karaoke, and a few rounds of Baijiu (our potent national spirit). This ritual isn’t just for fun; it’s a cultural cue that trust is being built. Don’t underestimate the power of these social moments; they’re as crucial as the commercial conversations.
When visiting clients or prospective businesses and partners in China, always build in time for these connections. It’s during these moments, sharing meals, experiencing local culture, that real relationships form.
Quality varies – Know your factory
Not all factories are created equal. Big doesn’t always mean better. Larger manufacturers may chase volume and overlook the nuanced needs of startups or sustainability-focused brands. We’ve often found that smaller, agile factories are more willing to innovate, meet sustainability standards, and build long-term partnerships.
Go local to go far
Having a physical presence or a trusted local agent on the ground is a game-changer. Whether it’s sourcing, auditing, or managing production, locals know the landscape and can solve problems in real-time, saving you time, money, and countless WeChat messages.
We’ve established a dedicated team supporting our international partners in China. They’re not just a support function, they’re our company’s eyes, ears, and hands on the ground. Their responsibilities include sourcing, quality assurance, factory audits, and managing supplier relationships to ensure compliance with our sustainability and ethical standards.
Precision in communication
Misunderstandings are common, not due to language alone but also cultural context. Be clear, visual, and repetitive if needed. Diagrams, videos, and real samples go a long way. Assume nothing, confirm everything.
Our most successful partnerships involve detailed specifications and regular video conferences rather than relying solely on written instructions. This approach prevents the miscommunications that plague cross-cultural business relationships.
Patience pays off
Western businesses can be tempted to rush things. In China, it’s about playing the long game. It may take time to get things moving, but once momentum builds, things scale quickly, and partnerships can last decades. Successful business with China requires persistence and long-term vision.
The European opportunity in changing times
The current trade tensions between the US and China present a golden window for European businesses. Chinese companies and suppliers are actively looking to rebalance their global customer base, and Europe is seen as a neutral, stable alternative. EU businesses can position themselves as dependable, high-quality, and values-driven partners, especially around sustainability, which resonates strongly with modern Chinese stakeholders.
With the US market becoming tougher for Chinese exports, EU companies are gaining more attention, flexibility, and support from suppliers. That means better pricing, faster turnaround times, and more openness to collaboration.
The path to successful business with China isn’t about quick wins or shortcuts, it’s about building flexible, resilient relationships that, like bamboo, can withstand market changes and grow stronger over time.
Environmental excellence
While China offers a wealth of business opportunities, companies must exercise heightened due diligence on sustainability practices. The key is rigorous verification rather than assumptions.
When sourcing from Chinese manufacturers, demand comprehensive sustainability credentials. Our approach illustrates what’s possible: all our factories are FSC and BSCI audited, and we’ve conducted thorough life cycle assessments (LCA).
The results speak for themselves. Despite manufacturing and shipping from China, our products maintain a carbon footprint 48.4% below industry averages. Across the majority of environmental indicators we track, we’ve achieved savings ranging from 35% to 99% compared to conventional alternatives. Success requires unwavering commitment to verification and continuous improvement.
One planet, one supply chain – The interconnected imperative
Whether we’re based in Asia, the USA, or Europe, we share one interconnected planet – and our business decisions ripple across borders. In this global context, supply chains shouldn’t be judged solely by distance but by impact. Slow-moving boats may take time, but they are far less carbon-intensive than air freight. The focus should shift from simply “local” to “sustainable.”
Rather than fixating on proximity, we need to prioritise long-lasting, high-quality, responsibly made products. A well-made item that travels far but lasts long can have a smaller environmental footprint than a local item that quickly ends up in landfill.
True sustainability means thinking beyond borders – it’s about circularity, durability, and choosing partners who align with these values, wherever they are.
