Operating in China

For Western companies in China

Enter, reassess, and scale. Strategy, training, and hands-on execution.

Into Europe

For Chinese companies abroad

Win the hard Western markets, where trust decides.

Clarity on China's logic.Confidence in cross‑cultural execution.

I help Chinese and German companies cross the divide between two business cultures, and turn the distance into trust.

Book an intro call China–Germany Cultural Guide

Services

Two parts of the practice.

Strategy read from the inside. Operations delivered across the gap. Both shaped by a decade of working between Chinese and European business cultures.

Ink-wash scene: the Shanghai skyline and a red bridge above the surface, tea tables and a negotiation below it

Part I · Strategy

Chinese Market Strategy.

Strategic clarity grounded in cultural reality.

The thinking that helps European leaders ask the right questions about China, and act on the answers. Diagnosis, research, cultural reading, and ongoing counsel.

A red robotic arm finishing a chair on a line that runs from design sketches to a shipping container, between Chinese and European skylines

Part II · Operations

Cross-Cultural Operations.

Hands-on execution across the gap.

From factory floor to platform feed: running the work, not just advising it. Cultural fluency on both sides of the table, so misunderstandings stop turning into delayed launches and lost deals.

Portrait of Lily Wang

About

Understanding China. Enabling better decisions.

I help organizations navigate China and Europe through clearer market understanding, cross-cultural communication and practical insight into how business actually gets done.

01Experience

West–China Digital Marketing since 2014
Independent Consultant since 2018
Agency & In-house Experience in Shanghai
Projects across Europe, China, Singapore and America

02Education

China · Germany · Italy
MBA, International Business
Degree in Marketing

03Expertise

Market Intelligence & Expansion
Cross-Cultural Strategy
Brand Localization
Project Management
Intercultural Training

04Lens

Open knowledge project China–Germany Cross-Cultural Business Logic An open knowledge project on cross-cultural business collaboration. Read the guide

Connect with me on LinkedIn

10+: years connecting China with the world
300+: cross-border projects
100+: global brands, luxury to tech

Open knowledge project, built from business practice.

Cross-cultural guide

China–Germany Cross-Cultural Business Logic

Cross-cultural frameworks, business cases, and practical advice on how Chinese and German teams work together.

Written by Lily Wang, Annette Morheng, Bernd-Uwe Stucken, Eva Tarabichi and Timo Schmitz.

Working Together

From first call to real outcomes.

A clear path through the engagement, so there’s no guessing about what happens next.

i

First conversation

30 minutes, no obligation. A read on your situation and whether we’re a fit.

ii

Scope & proposal

Define the work, timeline, and engagement shape. Clear deliverables, clear terms.

iii

Engagement starts

Kickoff, with trusted network collaborators looped in when projects need specialized depth.

iv

Delivery & iteration

Regular checkpoints. Adjust as the work unfolds and what’s needed becomes clearer.

Two ways to work together

Pick what fits your situation. You can move between them as things change.

Project-Based

A focused piece of work. A workshop, an advisory engagement, a market-entry plan, a specific build. Scope and deliverables agreed up front.

Scope a project

Monthly Partnership

Your long-term partner. Month to month: supplier and communication support, coordination, localization, or ongoing China operations.

Start a conversation

Let’s Talk

Every good project starts with a conversation.

Whether you’re considering China for the first time or rethinking your current approach, the first conversation is on me.

Prefer email? Write to mail@lily-wang.com