Doing business in China in 2026 is a concrete opportunity for Italian companies, but it requires more advanced strategies than in the past. When talking about China, it is easy to fall into a now-outdated representation, that of a country that competes primarily through low production costs and large manufacturing volumes. Although the industrial sector continues to represent one of the pillars of the national economy, the China in 2026 it is a profoundly different market compared to the one that many Italian businesses knew ten or fifteen years ago.
A more sophisticated market, oriented towards technological innovation and featuring a rapidly expanding middle class, which requires a structured commercial approach and an increasingly solid local presence.
In recent years, the Chinese government has promoted a profound transformation of its economic model, with the aim of progressively reducing dependence on exports and public investments, while instead favoring the growth of domestic consumption, technological innovation, and high value-added services. Strategic programs such as Made in China 2025, the Dual Circulation Strategy and the 14th Five-Year Plan they accelerated the development of sectors such as semiconductors, robotics, artificial intelligence, electric mobility, biotechnology, and advanced manufacturing, transforming the country into one of the world's leading innovation hubs.
For Italian companies, this change implies a substantial evolution in how they approach the market. Today, competitiveness is no longer played exclusively on price or product quality, but on the ability to offer technologically advanced solutions, high value-added services, and specialized skills that can support the modernization of Chinese industry.
At the same time, the growth in disposable income and the expansion of the middle class have also profoundly changed the consumer market. The Chinese consumer is increasingly informed, digital, attentive to sustainability, and willing to pay a premium price for products that offer quality, safety, design, and reliability. This scenario continues to favor the positioning of Made in Italy, particularly in the following sectors:
In recent years, the Chinese market has become much more competitive. The presence of highly qualified local players, the entry of new international competitors, and the growing evolution of customer expectations require a much more structured approach than simply shipping products from Europe. Doing business in China means first of all investing in building continuous business relationships, understanding the decision-making dynamics of local companies, and consistently monitoring the market. Chinese customers look for reliable partners capable of guaranteeing:
For this reason, after an initial export phase, many companies choose to progressively strengthen their presence through representative offices, local sales staff, branches, or partnerships with qualified Chinese operators. This type of investment makes it possible to increase control over the sales network, improve customer service, and acquire a much deeper understanding of market dynamics.
Another distinctive element concerns the decision-making process. Commercial negotiations in China can take longer compared to other markets, as supplier evaluation is not based exclusively on economic aspects, but also involves reputation, reliability, the ability to guarantee continuity, and the strength of the relationship in the long term. Investing in trust-building therefore represents a strategic element just as much as investing in the product.
When planning a project to business development In China, one of the most common mistakes is focusing attention exclusively on major coastal metropolises such as Shanghai, Beijing, Shenzhen, or Guangzhou. Although these cities are important economic and financial hubs, their level of maturity entails very high competition, significant operating costs, and a well-established presence of international operators.
In recent years, the Chinese government has promoted development policies aimed at rebalancing the country's economic growth, encouraging investment in the inland provinces and so-called tier-two cities. Urban centers such as Chengdu, Chongqing, Hangzhou, Suzhou, Wuhan, Hefei, Nanjing, and Xi'an are recording particularly interesting growth rates thanks to the development of new industrial areas, modern infrastructure, universities of excellence, and hubs dedicated to technological innovation.
For many Italian companies, these cities currently represent extremely interesting markets. The presence of a rapidly expanding industrial fabric, combined with lower competitive saturation compared to large metropolises, makes it possible to position themselves as technological partners in sectors such as:
The choice of the geographical area should always be the result of an in-depth analysis that takes into account:
One of the aspects that most distinguishes the Chinese market from the European one concerns the role that digital tools play throughout the entire purchasing process. In many Western countries, digital mainly represents a communication or lead-generation channel; in China, however, it constitutes the core of the entire relationship between company and customer.
Over the past decade, the country has developed a digital ecosystem that is largely autonomous from major Western platforms. Search engines, social networks, marketplaces, payment systems, and messaging tools follow their own logic and require dedicated strategies. Consequently, replicating marketing activities used in Europe within China rarely yields satisfactory results.
The main platforms to monitor are:
Even in the B2B sector, buyer behavior has profoundly changed. Even before contacting a potential vendor, decision makers gather information online, compare available solutions, consult technical articles, check the company's reputation, and analyze success stories published on digital channels. For this reason, an online presence now represents one of the primary elements through which a company is evaluated by the market. A website translated into Chinese is not enough: it must be designed taking into account local browsing habits, the technical requirements demanded by Chinese search engines, and user expectations.
Localization is not solely about language. Content must be adapted to the informational needs of the Chinese audience, highlighting the elements that the market considers most relevant:
When tackling the Chinese market, regulatory compliance is often perceived as a mere administrative requirement to be completed before product commercialization. In reality, compliance represents one of the strategic elements that can determine the success or failure of an internationalization project.
In recent years, China has progressively strengthened its regulatory framework, introducing increasingly strict rules regarding:
At the same time, the authorities have stepped up customs controls and compliance checks on imported goods. For Italian companies, this means that project planning cannot be limited to commercial aspects: even before identifying distributors or launching marketing activities, it is essential to verify whether the product is subject to specific certifications, authorizations, or registrations required by Chinese regulations.
Depending on the industry, different regulatory requirements may apply:
Digitization has also introduced new areas of focus. Two regulations in particular impose specific obligations on companies operating in the country:
Every year, numerous Italian companies start commercial activities in China with very high expectations, attracted by the size of the market and the potential of local demand. However, not all of them manage to transform early opportunities into a stable and profitable presence. In most cases, the difficulties do not depend on product quality or the competitiveness of the offering, but rather on the approach with which the internationalization journey is tackled.
The most common difficulties concern four critical areas:
Building an effective commercial presence requires continuity, investment, and planning that takes into account the time needed to develop relationships, gain brand awareness, and understand market dynamics. Companies that abandon the project after a few months because they do not achieve immediate results rarely manage to capture the country's true potential.
Relying exclusively on the first available distributor, without adequate selection and due diligence, can jeopardize the development of the entire project. It is essential to identify partners who have:
Many companies invest in participating in international trade shows but fail to follow up with a structured local marketing strategy, digital presence, or lead generation efforts. At the same time, international expansion requires cross-functional expertise and ongoing management of commercial, logistical, and regulatory activities. To be successful, it is therefore essential to:
Building an effective presence requires a clear roadmap, in which each phase of the project is supported by measurable objectives and a progressive consolidation of activities. In most cases, the journey begins with a’in-depth analysis of the market and the competition, continues with the identification of the most promising segments and the selection of qualified partners, to then evolve towards an increasingly structured commercial presence.
Throughout this process, it is essential to constantly monitor performance using key indicators such as the number of qualified leads generated, the conversion rate of sales opportunities, the average order value, growth in international revenue, and the level of customer loyalty. These KPIs allow you to assess the effectiveness of the initiatives undertaken and adapt your strategy to market changes.
As their revenue grows, many companies choose to further strengthen their presence by opening a sales office, the hiring of local staff hello incorporation of a subsidiary company. These decisions should not be driven solely by revenue growth, but by a comprehensive assessment of growth potential, the level of service required by customers, and medium- to long-term objectives.
In a complex and highly competitive context like China, success is rarely the result of isolated initiatives. On the contrary, it stems from the ability to build a coherent strategy supported by data, expertise, and a deep understanding of local dynamics. It is precisely this approach that enables Italian companies to do business successfully in China, turning the market’s complexity into a concrete opportunity for international growth.
Method, localization, and strategic vision are the true critical success factors today. To concretely support companies in a growth path towards the Chinese market, the group Bonfiglioli Consulting has developed the program China Experience, an immersive initiative that combines Visit local industrial excellences, Meetings with Chinese managers and entrepreneurs and strategic training moments guided by market experts.
The path is designed to offer a direct and concrete view of how companies operate in China today, allowing participants to understand competitive logic on the ground, Organizational models and innovation dynamics. A high-value opportunity for those who want to accelerate their market understanding and quickly translate it into more informed operational decisions.
👉 Access the China Experience and turn China into a concrete business opportunity
We start with an in-depth analysis of the market and competition, then identify the most promising segments and select qualified local partners. In parallel, we build a digital presence on Chinese platforms such as Baidu, WeChat, and Douyin. The journey is guided by measurable goals and KPIs, not isolated initiatives.
It depends on the sector. Many products require China Compulsory Certification (CCC) or must comply with GB Standards (Guobiao) regarding safety, quality, and performance. Medical, food, cosmetics, and chemical industries often require preventive registrations or dedicated authorization procedures. For personal data, the Personal Information Protection Law (PIPL) and the Data Security Law apply.
Second-tier cities like Chengdu, Chongqing, Hangzhou, Suzhou, Wuhan, Hefei, Nanjing, and Xi’an offer excellent opportunities. They have expanding industrial areas, modern infrastructure, universities and technology hubs, with less competition and lower costs than coastal metropolises. They are attractive for automation, components, machinery, and environmental technologies.
The main ones are Baidu as a search engine, WeChat for messaging, content marketing and payments, Douyin for video marketing and brand awareness, Zhihu for technical insights and vertical portals for B2B lead generation. A website translated into Chinese is not enough: it must be designed according to local navigation and the requirements of Chinese search engines.
The selection must include proper due diligence, verification of the existing sales network and its consistency with the company’s sector. The partner must have specific market expertise and share the company’s growth goals. Relying on the first available distributor is one of the most common mistakes and can compromise the entire project.
It makes sense when an overall assessment indicates potential for development, the level of service required by customers, and medium- to long-term goals that justify the investment. Just growing the turnover is not enough. Options include a sales office, local staff, or a controlled company, which increase control over the sales network and improve service.
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