very attractive, as it is large and growing very fast, particularly in the mid-market
fierce competition to overcome. In other words, the Chinese mid-market has an extreme
duality of opportunities and challenges.
lions of consumers into the middle class and this in turn
will drive the demand of industrial products in the B2B
However, many companies find it very difficult to move down-
ward to this market segment, with lower prices and margins, but
also much higher volume. Almost by default, Danish products
and services tend to target the more niche-like premium and
high-end segments of the market.
shown how it's possible to achieve a profitable and sustainable
position in the Chinese mid-market. However, Danish SME's
still have difficulties truly exploiting the unique and histori-
cal business opportunities that the Chinese market presents.
Instead, SME's tend to invest their resources in the more
familiar Western markets missing out on the opportunity to
grow in emerging markets, even though developed markets are
stagnating or in decline. This is worrisome for the individual
companies, but it is also critical to the Danish society because
segments of one particular industry in China as seen from a Danish B2B company. Danish companies from several different
B2B industries confirm that the figures are typical.