China Business School For Australian Companies & Entrepreneurs

For those who see the huge potential of selling into the China market but don't know where to start, China Business School is the program for you.

China Business School gives you a step-by-step process for selling into the Chinese market that's perfect for your business - even if that Chinese markets is here in Australia!  It's six months of immersion that will teach you how to sell 10X more goods, services and IP to China than you ever thought possible.  There are two tracks - one for property professionals and one for small- and medium-sized businesses selling products and services. 


China Business School Overview

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China Business School gives you a step-by-step process for selling into the Chinese market that's perfect for your business - even if that Chinese markets is here in Australia!  It's six months of immersion that will teach you how to sell 10X more services to China than you ever thought possible.  

TWO TRACKS

China Business School has two tracks - Small & Medium Sized Business Track (which encompasses food, health, tourism, and services) and Property Track.  We'll teach you:

  • How to identify which Chinese customers to go after.  Are you focused on Chinese companies or individuals?  Chinese groups here in Australia, or consumers in China itself?  We'll show you how identify the segment that makes sense for you.
  • Which value drivers are most attractive to Chinese to customers.  For instance, are they motivated more by price or quality?  
  • How to market to your chosen segment.  There are a large number of both online and offline channels and platforms - some here in Australia, some in China - for marketing to your audience.  We'll show you how to navigate among them.
  • How to make the actual sale, and then deliver the goods or services to you customer.  Will you sell through a Chinese e-commerce platform, or will you deliver your products and services directly?  We'll teach you what options are available.
  • How to deal with basic support issues, like getting paid.  For instance, we'll help you understand the importance of Alipay, UnionPay and other payment options.

We'll give you the tools to answer these questions with confidence, and put your best foot forward when trying to break into a Chinese market.

  • A clear, simple strategy for entering the China market in three easy steps – (1) create a winning offering, (2) get your message out there, and (3) leverage the right channels to sell and deliver your products, services or IP
  • How to find your Chinese market
  • How to keep up with the fast-changing demands of Chinese businesses and consumers
  • What has worked for others like Swisse, Blackmore’s and Weetbix in entering the China market
  • How to overcome language and cultural barriers when selling to Chinese customers
  • The online tools and platforms that can help accelerate your entrance into the China market
  • Which Chinese social media channels are best for you marketing your products and services
  • How to identify, evaluate and establish a relationship with potential Chinese partners, both in Australia and in China
  • How to deal with legal and tax issues related to taking your business into the Chinese market
  • How to deal with payments, money transfers, setting up a China-friendly website, and other daunting administrative requirements


How does it work?

This is a six month program with limited spots (only 10 per class).  There are four intakes per year – January, April, July and October.  Each participant gets:

  • 3 two day workshops (1 per quarter)
  • 6 one-on-one mentoring sessions with Australia's leading China expert, CT Johnson
  • China Business Toolkit – crammed with resources to help you with everything from identifying a Chinese market to making sure you get paid once you’ve sold something
  • Access to CT’s personal network of Chinese businesses, consultants, investors and decision-makers – exclusive to those in the program
  • 1 ticket to all of CT’s public China-related events during the duration of the program
  • 1 signed copy of CT’s book, “Riding The Dragon”
  • CT’s recommended reads – receive the book of the month, every month, for 6 months
  • Monthly accountability – exclusive to those in the program
  • An opportunity to continue at an advanced level at the end of the program


WHAT WILL YOU LEARN?

  • A clear, simple strategy for entering the China market in three easy steps – (1) create a winning offering, (2) get your message out there, and (3) leverage the right channels to sell and deliver your products, services or IP
  • How to find your Chinese market
  • How to keep up with the fast-changing demands of Chinese businesses and consumers
  • What has worked for others like Swisse, Blackmore’s and Weetbix in entering the China market
  • How to overcome language and cultural barriers when selling to Chinese customers
  • The online tools and platforms that can help accelerate your entrance into the China market
  • Which Chinese social media channels are best for you marketing your products
  • How to identify, evaluate and establish a relationship with potential Chinese partners, both in Australia and in China
  • How to deal with legal and tax issues related to taking your business into the Chinese market
  • How to deal with payments, money transfers, setting up a China-friendly website, and other daunting administrative requirements

The Revenue Ladder

One of the things that's most daunting to Aussie businesses wanting to enter the Chinese market is that it's so big.  As markets go, it's an elephant.  And how do you eat an elephant?  One bite at a time, of course.

Breaking into a Chinese market is like digging for gold - riches are there for the taking, but you have to dig to get it.  We break the journey down into levels - you can think of these as different amounts of gold you find when you're digging.  The idea is to start small, with something achievable, and then build as your knowledge and confidence grow.

The first level is Flake, where the goal for new businesses is to sell twice what you're now selling to Chinese tourists.  If you're not selling anything to Chinese tourists right now, the goal is to start selling something.  Getting to this first step requires commitment, because it's happening at the point where things are most confusing and when it's easiest to get discouraged.  Subsequent steps require different focus, but all are achievable.

 

CBS Revenue Ladder.png

The Model

One of the key tools we use to make entering the China market accessible is that we follow a model that allows you to organise your activities and break them down into smaller tasks.  

Niche - There's no such thing a "a China market."  Instead, there are many, many market niches.  We help you understand how to identify and go after a market niche that suits your offering.

Message - Before someone can buy your product or service, they have to know about it.  In order for them to decide to buy, they have to understand your value proposition.  We work with you to approach the Chinese market with messages that resonates, through channels they use.

Offering - One of the biggest mistakes Western brands make is that they fail to tweak their offering to meet Chinese tastes and buying habits.  We give you a way to ensure you don't fall into this trap.

Delivery - Whatever you sell has to be delivered, and that means delivery channels.  E-commerce platforms and supply chain service providers can make this a LOT easier for you.  We help you decide among the various options.

Support - Receiving payments, transferring money, staying on the right side of regulations in both Australia and China - these issues can sometimes seem impenetrable and overwhelming.  We work to make it simple, so you can focus on your business instead of paperwork.


Quarterly Two-Day Workshops

hese workshops are the cornerstone of the program, and over 6 months you'll share the journey with a group of peers on the same journey.  In each workshop we:

  • Review. Look at what we accomplished and what we didn’t over worked over the last 90 days and share our learnings and our successes.
  • Develop. We’ll spend some time developing your offering, reviewing it and getting mentoring on making it rock in the Chinese market.
  • Market. We’ll go to work on creating a marketing plan that gets your product known in the Chinese market place.
  • Deliver. We’ll work on delivery - how are you going to get your product, service or IP into the hands of Chinese customers and, most importantly, how are you going to get paid for that.
  • Celebrate. Each quarter we celebrate the different breakthroughs you’ve achieved. This creates a culture of success, and gives us space to share the victories we can’t share anywhere else.
  • Learn. Each workshop we’ll bring in specialists in digital marketing, e-commerce, Chinese social media, Chinese law, and others whose message will help accelerate your journey. We’ll also teach some of the finer distinctions and nuances of the methodology.
  • Plan. We spend some time creating a detailed, customized plan for your business over the next 90 days so you leave knowing exactly what you need to do.
  • Mentor. There is space for open mentoring at the front of the room through hot-seats, and one-on-one mentoring from CT
  • Connect. There are lots of informal opportunities to connect socially with other students, the faculty and the presenters, many of whom will have answers to exactly the problems you’re facing at any given time.

Mentoring

As part of the China Business School program, you will have six one-on-one mentoring sessions with CT, giving you the chance to navigate the complexities unique to your China business.  China Business School emphasizes taking practical, concrete actions to move your business forward, and CT helps you get over, through or around issues that are blocking your forward progress.  These sessions provide clarity and focus between quarterly meetings, to keep you on track and moving up the revenue ladder.

Accountability

Accountability is a key component of the China Business School program, and there’s a lot of evidence out there that shows how it helps, why it reduces the amount of willpower needed to get something done and increases the chances of a project’s success.  I’m sure you’ve had the same experience – goals are just harder to achieve when no one else expects you to deliver.

And we see this all the time with China market entry projects – people fall in love with the idea that “if I only capture 1% of the China market, I’ll be rich,” but then they get bogged down in the details and stop moving forward.  Accountability is something that a lot of entrepreneurs crave, and that they miss in the crush of other demands on their time and attention.

With the China Business School program, each week you’ll get a reminder from CT about your specific deliverables, and a request to be updated on their status.  If you’re stuck, CT will suggest setting up a mentoring session to nut out a solution.  If you’ve just gotten busy with other things, CT will gently remind you to re-focus on your deliverables. 

 


Deliverables

Ok - lets get down to brass tacks. This program is about doing the work. Doing great work, worthy work, and the right work, but none the less there is work to be done. And there is some stuff you need to deliver over the 6 months.

Throughout the half-year you will:

  • Identify your market.  One of the biggest mistakes Aussie businesses make is thinking that Chinese buyers are all the same or, worse, that they have the same motivations as Aussie buyers.  Identifying which Chinese buyers you’re going after is key to developing a successful China business.
  • Tailor your offering.  Different markets require different offerings.  A 2016 study by the marketing firm China Skinny found that although Chinese consumers were willing to pay 20% more for Australian milk, Aussie products sold for 38% less than Chinese ones, mostly because Chinese firms had offerings more in line with local tastes.  Making the necessary adjustments to your offering can be the difference between success and failure with Chinese consumers.
  • Create a message and a marketing strategy.  Marketing messages need to be culture-specific and we’ll help you develop one that works for Chinese tourists.  You’ll also learn about Chinese social media platforms and other ways of getting your message out to the market.

Property & Real Estate Track

The Property & Real Estate Track focuses on the unique needs of property professionals wanting to sell to domestic and offshore Chinese buyers.  We'll teach you:

  • How to identify which Chinese property buyers to go after.  Are you focused on middle class buyers with children going to school in Australia?  Are you focused on ultra-high net worth individuals looking for luxury properties?  We'll show you how identify the segment that makes sense for you.
  • Which value drivers are most important to your Chinese buyers.  For instance, do you understand the impact of flight schedules?  Or the location of the nearest Asian grocery store?
  • How to market to your chosen segment.  There are a large number of both online and offline channels and platforms - some here in Australia, some in China - for marketing to your audience - we'll show you how to navigate among them.
  • How to find financing for your FIRB buyers.  Most Chinese buyers only have two options for paying for Aussie real estate - transfer money from China or get a loan from an Australian lender.  Both of these paths have challenges.  We'll teach you what options are available.
  • Cultural basics that can make a big difference in how much you'll get for your stock.  For instance, we'll teach you why "eight is great, but four makes you poor."  

We'll give you the tools to answer these questions with confidence, and put your best foot forward when going after Chinese property buyers.


Small & Medium Sized Business Track

The fundamental challenge for small and medium sized enterprises is that China is a tough market to enter successfully.  Chinese consumers already face a bewildering range of choices of where to spend their money - far more than we do here in Australia.  We'll teach you:

  • How to identify a segment of the Chinese market where you can be competitive.  Australia has a great reputation for clean, green, high-quality products, as well as innovative, price-competitive services.  But in a population of 1.3 billion people, you have to pick your spots or you'll spend all your time chasing your tail.  We'll show you how to find Chinese consumers who want what you have to sell.
  • What's most likely to appeal to Chinese buyers.  For instance, should you try to compete on price or quality?  Which is a better Single's Day gift, diapers or chocolates?  
  • What are the best marketing channels for your offering.  If Facebook advertising works with Aussies, will it work with the Chinese?  What's the difference between WeChat and Weibo?  
  • How to deal with basic logistics and infrastructure.  Do you need to have a company registered in China?  What's a daigou?  What's the least expensive way to ship things to China?  Will your Aussie website even load in China?  

We'll help you find your Chinese market and give you a step by step way of addressing that growing market.


YOUR INVESTMENT

We offer two payment options:

One payment of $9,999+GST for this extraordinary 6 month program

OR

Two payments of $5,499+GST each

For any Australian company or entrepreneur wanting to enter the Chinese market, this is literally the best investment you'll ever make.  Instead of finding a new problem to overcome, a new cost to pay and a new delay to contend with at each turn, you'll KNOW - up front - what needs to be done to enter the Chinese market and make a success of it.


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