Approach marketing in China from the inside-out, or risk being left outside the conversation. 

With government shutdowns of Western internet services dominating the headlines, companies are reminded of the challenges of doing business in China. But it isn't only the Chinese government causing problems for Western companies. Based on recent market research of China's expansive online population, fundamental differences in the profile of Chinese netizens contribute to the difficulties of marketing in that country. Understanding these differences is the first step to a successful strategy.

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