When you want to scale-up to China, where do you start? Do you want to sell your product in China, or do you also want to produce it in China?
So, you are basically looking for a customer/channel/partner for sales on one hand, and possibly also a partner for production and logistics on the other hand.

Given the cost structures in Europe, products produced in Europe may have a price tag that is conidered too high for the Chinese market. Sometimes however it is viewed as positive that your product is made "in Europe". There is high appreciation in China for well made products from Europe. However, this seems almost proprietary for the well known brands. So, producing at lower cost in China is something that most scale-ups to China consider.

When looking for a production partner, one is typically tempted to find a company that is experienced in producing products like yours. Then there is a dilemma. When you ask for a quote, you need to supply relevant information in order to enable the factory to give you a quote. This is where most IP is compromised. There are bad and worse experiences.

To avoid any problems, we typically do not work with factories that can produce products similar to yours.

We also make solid contracts regarding IP and branding, and we strongly advise you to get your own legal support to evaluate these contracts.