Gartner Research

Adapt to Market Differences to Successfully Launch Global Technology Products in China’s Enterprise Market

Published: 19 April 2019

ID: G00388082

Analyst(s): Tao Wu , Evan Zeng


Global product managers of non-China-based TSPs need to understand local market differences to successfully launch their products in China. Product managers should use this research to adapt global launch plans to local technology adoption phases, market structure and competitive differences.

Table Of Contents
  • Key Challenges



  • Compare the Adoption Phases for Your Targeted Technology in China to Customize Your Global Launch Plan
  • Investigate China’s Market Structure and Develop a Product Segmentation Strategy for Pricing, Sales and Support Models
    • Foreign Versus Chinese Enterprises
    • Chinese Government’s “Secure and Controllable” Initiatives and Their Influence on Chinese Enterprises’ Technology Adoption
    • Vast Differences in Enterprise Capabilities and Support Requirements for Technology Governance, Development and Operation
  • Analyze Local Competitive Difference to Develop Competition and Co-opetition Strategies and Differentiating Value Propositions

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