2. Don't get your name wrong; make the translation appropriate for your brand.
3. Don't ignore the mass market.
4. Don't support too many brands.
5. Don't enter China with a low-end brand in a bottom-up approach.
6. Don't hurry to go national.
7. Don't give control, especially over marketing, to your joint-venture partner.
8. Don't impose global values on your Chinese marketing strategy.
9. Don't become too Chinese.
10. Don't ignore local insights.