10 keys to success in China

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1. Don't take your global CEO to dinner on the Bund in Shanghai; the pricey locale gives an inflated idea of what Chinese consumers can afford.

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.
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