Sam Michael | Pollution and Air Purification in China, & How to Nurture Strong Business Relationships in Asia

Topics Discussed and Key Points:

● Recent and potential developments in the Chinese business world

● Air quality and pollution in China

● Key mistakes that Western organizations make when they take on projects in China

● How foreigners can nurture strong business relationships in China

● How businesses in China can manage their relationship with the government

● Why it is important to be on the ground in the country when doing business in China

● AtmosAir Solutions’ target customer

● How AtmosAir Solutions’ sales funnel in China differs from that of America

● How negotiations take place between two parties in China

Episode Summary:

Today on The Negotiation, we speak with Sam Michael, Executive Director for the China market at AtmosAir Solutions, a leading air purification technology brand from the United States. Sam made his foray into China in 2008 working in real estate, both with Asia's largest industrial developer and one of Europe's most successful luxury outlet developers. He was brought onboard AtmosAir Solutions’ Shanghai office as Executive Director of Sales and Operations in 2015.

Since arriving in China a little over a decade ago, Sam has watched the world of commerce change drastically. In response to the explosion of eCommerce solutions, malls and physical retail stores have put more focus on creating experiences for consumers. Hence the rise of F&B in and around retail establishments in China.

Alongside this, there has also been increasing interest in the health and wellness space, including air quality—most especially for ex-pats. Sam does not see this trend slowing down in a post-pandemic world, especially since even China’s industrial sector has finally begun to prioritize air quality.

For Western companies seeking to do business in China, the number one consideration is localization, which can be done by finding a reliable local partner, or even a Western China expert like Sam himself, who can work alongside the organization on their strategy. By extension—and as it always has been—it helps to forge strong business partnerships, the old-fashioned, face-to-face way, in the China market.

Key Quotes:

“If I want the thing, then I’ll just buy the thing online. But people need a place to spend their time. [...] So, it’s nice to have these retail centers where the focus of their tenants has been less and less about the products that you’re going to buy and more about the experiences that you’re going to have with them.”