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James McGregor

One billion customers

It's hard to overstate how vital China's economy will become globally in the future. China has already overtaken Britain as the world's fourth-biggest economy and is well on its way to being the largest market, catering to over a billion consumers. To put that in context, China's domestic market has the potential to be larger than the US and EU combined. It's little wonder foreign companies are flocking to gain a foothold in China before the market matures. However, doing business in China is not as straightforward as it first seems. There are no cookie cutter formulas guaranteeing success. Instead, there are insights into how the Chinese conduct business that may help in understanding and working with them. Keep these lessons in mind and you may be able to put together successful deals. The round "billion" figure symbolizes the vast and untapped market, the teeming masses waiting to be turned into customers, the dream of staggering profits for those who arrive first, the hype and hope that has mesmerized foreign traders for centuries.

One billion customers
One billion customers

book.chapter Insight #1 – china is an ancient land with a modern twist.

China's economic transformation is a testament to its ability to embrace free market capitalism while maintaining its ancient cultural foundations. Initiated in the 1980s, the Communist Party's reforms shifted the economy from centralized planning to market-based policies, leveraging the business acumen of ethnic Chinese abroad. This shift has propelled China from an agrarian economy to an industrial and technological powerhouse, achieving nearly double-digit annual growth for decades. Despite its economic liberalization, China remains politically authoritarian, with the Communist Party dominating all aspects of life, from politics to the legal system. This unique hybrid system has led to significant material prosperity but also rising inequality, with coastal cities far outpacing rural areas. Foreign investment and trade have been crucial to China's rise, with its accession to the World Trade Organization in 2001 boosting exports. However, the integration into the global economy has necessitated the adoption of Western legal codes, leading to a thriving commercial legal system, while criminal law remains repressive. The philosophy of "rule by law" strengthens party control, with the Communist Party overseeing the courts and able to override judicial decisions. This pragmatic authoritarianism has fueled China's economic success without political freedoms, but as society becomes more sophisticated, the system's rigidity may prove challenging. The tension between economic liberalization and political control will shape China's future, but its size and dynamism ensure its continued global influence. China's blend of ancient traditions with modern ambitions makes it a complex and fascinating nation.

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