China Market Entry for European Companies · Fractional VP of Sales
Tired of China strategies that look great on paper but fall flat on the ground?
You know China is too important to ignore — and too different to copy-paste. I help European founders, CEOs, and Heads of Sales in B2B, FMCG, and CPG move past translated decks and fragmented efforts with true China localisation, a clear GTM framework, and practical WeChat, e-commerce, and Douyin execution that builds real pipeline. With 10+ years on the ground in Greater China, I bridge your headquarters and local team so your China strategy actually works — and keeps working.
- 10+
- Years in Greater China
- B2B · FMCG · CPG
- Sector focus
- HK · 中国
- Based in Hong Kong
Sectors served across Greater China
The challenge
"We've tried China before — and it didn't work." Here's why it usually doesn't.
If a previous China push burned time and budget, you're not alone. Most European companies don't fail because China is impossible — they fail because a translated European playbook was pasted onto a fundamentally different market, then handed to a team that couldn't realistically execute it.
Add the pressure of shifting regulations, IP and data rules, and geopolitical noise, and it's easy to freeze. Meanwhile, HQ and the local team drift apart: language and cultural gaps distort what's actually happening on the ground, GTM plans arrive too vague or too complex, and local teams — often engineers or sourcing specialists rather than sellers — are left to figure it out on their own.
On top of all that, few leaders know how to turn WeChat, Chinese e-commerce, and Douyin into a real pipeline engine rather than a branding experiment. The result: slow traction, uncertain ROI, and quiet doubt about whether China can ever deliver sustainable growth. It can — with the right approach.
How I help
Your Fractional VP of Sales for Greater China — on the ground, aligned with HQ.
Think of me as a Fractional VP of Sales focused exclusively on Greater China — senior-level strategy and hands-on execution, without the cost, risk, or ramp-up of a full-time hire. You get someone who has already made the mistakes, absorbed the lessons, and knows what actually moves the needle here.
Everything starts with true China localisation: adapting your offer, positioning, and sales motion to how Chinese buyers actually decide — not a translated European deck. From there, I turn broad ambitions into a concise GTM framework your local team can own, and I sit in the middle of the HQ–China relationship so nothing gets lost in translation, culturally or commercially. Regulatory, compliance, and geopolitical shifts are read for you in plain language, so you can make confident decisions.
On the pipeline side, you get practical guidance on WeChat (including Mini Programs), the Chinese e-commerce ecosystem, and Douyin — used to generate qualified demand, not vanity metrics. That combination of on-the-ground insight, HQ alignment, and digital execution is what separates specialised fractional support from generalist consultants or a premature senior hire. Based in Hong Kong. Working in English, Cantonese, and Mandarin.
Services
Ways we can work together.
Choose the level of support that fits where you are. Every engagement is built around clear objectives, honest checkpoints, and measurable progress — no open-ended retainers.
- 01
Strategy Intensive
4–6 week engagementA focused engagement to establish a strong foundation. Includes assessment of current localisation gaps and team setup, development of a clear localised GTM strategy tailored for Greater China, a partner and digital ecosystem framework (WeChat, e-commerce, Douyin), sales process adaptation for non-sales local teams, and a practical execution roadmap.
OutcomeA concise, actionable Greater China sales strategy that aligns local execution with headquarters goals and accelerates decision-making.
- 02
Ongoing Advisory Retainer
Monthly or quarterlyA monthly or quarterly partnership for sustained progress. Includes regular strategy calls, real-time guidance on on-the-ground developments, GTM refinement and localisation, local team coaching and enablement, pipeline development through digital ecosystems, and improved communication between headquarters and your China team.
OutcomeConsistent forward momentum, stronger local team performance, better pipeline quality, and reduced disconnect between field reality and management expectations.
- 03
Project-Based Support
Typically 6–12 weeksTargeted work on specific priorities. Includes localised GTM development, digital ecosystem integration for pipeline, sales process design for non-sales teams, or bridging headquarters-local alignment on a defined initiative.
OutcomeCompleted deliverables that deliver immediate traction and build internal capability.
Results & proof
Real outcomes in a tough market.
A selection of engagements across distribution, retail, regulatory, and capital — proof that a clear plan and on-the-ground execution still deliver in today's China.
- 01
Served as Company Director for an international brokerage firm, managing local government and tax bureau liaison and leading a complete, orderly market exit from China.
- 02
Secured a Guangzhou importer and distributor for an Australian premium beverage brand, enabling general trade entry across China plus trade-fair presence at CIIE and Guangzhou Food 2 China.
- 03
Refined pricing and packaging for an Australian wellness brand’s apple cider vinegar product, ran a successful premium supermarket retail trial, and appointed a China importer and distributor.
- 04
Advised a specialty coffee startup on capital raising, introduced investors, refined the pitch deck, and supported negotiation of commercial leasing at Shenzhen Bay luxury and premium mall.
Client feedback
Trusted by European teams operating in China.
“The structured approach to localisation and distribution gave us a clear path into general trade. From first importer conversations to trade-fair execution, the progress was tangible.”
Australian premium beverage brand
Market Entry & Distribution
Insights
Field notes from Greater China.
Practical perspectives on China market entry, localisation, and digital pipeline — written for European leaders who want signal over noise, and playbooks that survive contact with the market.
- Jul 2026Substack →True Localisation vs Translation: Why Copy-Paste Strategies Fail in Greater China
How differences in buyer behaviour and decision-making require more than language adaptation for effective sales results.
- Jul 2026Substack →Bridging the On-the-Ground vs Headquarters Gap in China Operations
Practical ways to improve information flow, reduce misunderstandings, and align European leadership with local realities.
- Jul 2026Medium →Creating Clear GTM Strategies That Non-Sales China Teams Can Execute
Frameworks and approaches tailored for local teams with engineering or sourcing backgrounds.
- Jul 2026Substack →Using WeChat, E-commerce, and Douyin to Build Qualified Pipeline in China
Actionable guidance for B2B and CPG companies on leveraging the dominant digital ecosystems effectively.
How it works
A clear path from first call to measurable China traction.
Discovery Call
A focused 30–45 minute conversation to understand your Greater China goals, current localisation challenges, team composition, GTM clarity needs, and digital ecosystem usage.
Customised Proposal
I prepare a tailored engagement plan with clear objectives around localisation, GTM refinement, team enablement, and pipeline development.
Onboarding & Kickoff
We align on priorities, review existing strategies and team context, and begin addressing the headquarters-local gap immediately.
Execution & Ongoing Collaboration
Regular touchpoints, real-time guidance on on-the-ground developments, GTM and localisation refinement, and measurable progress toward sustainable revenue traction.
Investment
Priced against outcomes, not hours.
In a market where ROI is under real scrutiny, engagements are scoped so the value is obvious from the start. Options range from focused project work to ongoing advisory retainers, with pricing discussed openly during discovery — no inflated day rates, no surprise scope creep.
The fastest way to find the right structure — and the associated investment — for your situation is a short, confidential strategy call.
FAQ
Straight answers before you book.
What is a Fractional VP of Sales for Greater China and how does it differ from a full-time hire or general consultant?
It provides senior-level, China-specialised strategy and execution support on a flexible basis. This model excels at true localisation, bridging headquarters and local teams, and addressing specific challenges like non-sales team enablement — often more effectively and cost-efficiently than a premature full-time hire or broad generalist advice.
Why is true localisation more important than translation for China sales success?
Buyer behaviour, decision-making processes, relationship dynamics, and team capabilities differ significantly from European markets. Translation or copy-paste approaches frequently fail to resonate or execute well locally.
How do you help with GTM strategy and non-sales local teams?
I refine GTM strategies into clear, concise frameworks and adapt sales processes so they are understandable and executable by local teams that may primarily have engineering or sourcing backgrounds.
Can you help with WeChat, e-commerce, and Douyin for pipeline building?
Yes. I provide practical, context-specific guidance on using these ecosystems to generate qualified pipeline rather than just awareness.
How quickly can I expect results from working together?
Improved strategy clarity, better team alignment, and initial localisation adjustments often appear within the first few weeks. Meaningful commercial progress, such as stronger pipeline or partner traction, typically builds over 2–6 months depending on your starting point.
What types of companies do you typically work with?
European B2B, FMCG, and CPG companies led by founders, CEOs, or Heads of Sales who recognise the importance of Greater China and need specialised support to localise effectively and manage cross-border execution.
How long are typical engagements?
Strategy Intensives last 4–6 weeks. Ongoing retainers are structured monthly or quarterly. Project work is scoped to the specific initiative, often 6–12 weeks.
What information will I need to share?
Relevant details about your current China strategy, GTM materials, local team structure, and any existing challenges with localisation, communication, or pipeline. All discussions remain confidential.
Book
China is too important to leave to guesswork, translation, or fragmented efforts.
If you're ready to trade copy-paste tactics for true localisation, a clear GTM framework, and a pipeline built on WeChat, e-commerce, and Douyin — with HQ and your local team finally pulling in the same direction — the next step is a single 30-minute conversation. Confidential, no pitch, no obligation.
- Response time
- Within 24h, Mon–Fri
- Based in
- Hong Kong
- Languages
- EN · 粵語 · 普通話
- Focus
- Greater China only