Founder-led — Senior ownership throughout.
Founder-led — Senior ownership throughout.
Founder-led — Senior ownership throughout.
China Market entry & GROWTH ADVISORY
China Market entry & GROWTH ADVISORY
Turn ambition into traction.
Build China growth that holds.
Turn ambition into traction.
Build China growth that holds.
Turn ambition into traction.
Build China growth that holds.
Turn ambition into traction.
Build China growth that holds.
Senior, hands-on China Market Entry, GTM & Localisation, Partner development and Fractional GTM support for European B2B, industrial and tech firms - whether entry, building from scratch or restarting stalled growth.
Founder-led · English · German · Mandarin
Senior, hands-on China Market Entry, GTM & Localisation, Partner development and Fractional GTM support for European B2B, industrial and tech firms - whether entry, building from scratch or restarting stalled growth.
Founder-led · English · German · Mandarin
Senior, hands-on China Market Entry, GTM & Localisation, Partner Development and Fractional GTM support for European B2B, industrial and tech firms - whether entry, building from scratch or restarting stalled growth.
Founder-led · English · German · Mandarin
0→1
0→1
0→1
China GTM and entity
Built hands-on from scratch
400+
400+
400+
New customers
Acquired in China
Six Figure ($)
Six Figure ($)
Six Figure ($)
Marketing-sourced MRR
Built from zero in 3 years
Marketing-sourced MRR Built from zero in 3 years
10 + 10 years
10 + 10 years
10 + 10 years
China commercial roots
European HQ base
Why China growth stalls
European firms rarely lose China on quality but on fit, speed and follow-through.
European firms rarely lose China on quality but on fit, speed and follow-through.
European firms rarely lose China on quality but on fit, speed and follow-through.
European firms rarely lose China on quality but on fit, speed and follow-through.
Chinese competitors increasingly match European quality — and win on price, speed and relevance. European firms lose ground when pricing, positioning and decisions stay anchored at HQ, whether in a fresh entry or a stalled business.
Chinese competitors increasingly match European quality — and win on price, speed and relevance. European firms lose ground when pricing, positioning and decisions stay anchored at HQ, whether in a fresh entry or a stalled business.
Chinese competitors increasingly match European quality — and win on price, speed and relevance. European firms lose ground when pricing, positioning and decisions stay anchored at HQ, whether in a fresh entry or a stalled business.
01
01
COMMERCIAL FIT
COMMERCIAL FIT
OPERATING MODEL
OPERATING MODEL
European premium
≠ China buying case
European premium
≠ China buying case
GTM EXECUTION
GTM EXECUTION
European quality and reputation are no longer enough on their own. The offer must translate into a clear local reason to buy.
02
02
HQ control
≠ China market speed
HQ control
≠ China market speed
When every decision routes back to Europe, weeks disappear. Winning requires clear local decision rights and a shorter feedback loop.
When every decision routes back to Europe, weeks disappear. Winning requires clear local decision rights and a shorter feedback loop.
03
03
China presence
≠ China traction
China presence
≠ China traction
An entity, distributor or local hire does not create demand. Growth needs a clear buying case, suitable channels and partners, and disciplined follow-through.
An entity, distributor or local hire does not create demand. Growth needs a clear buying case, suitable channels and partners, and disciplined follow-through.
How I help
A focused route from China market entry to traction.
A focused route from China market entry to traction.
Start with an assessment, then match the support you need: build GTM and localisation, connect with the right partners and distributors, or run growth with fractional GTM leadership.
One objective: create qualified opportunities and support growth.
Start with a market entry assessment or growth diagnostic, then choose the support you need: build your GTM and localisation, connect with the right partners & distributors, or run growth with fractional GTM leadership.
One objective: create qualified opportunities and support growth.
START HERE
China Entry & Growth Assessment
China Entry & Growth Assessment
China Entry & Growth Assessment
For: Firms considering China entry, or already in China with limited traction or stalled growth.
For: Firms considering China entry, or already in China with limited traction or stalled growth.
For: Firms considering China entry, or already in China with limited traction or stalled growth.
Assess market potential, buyer needs and channel options. Leave with clear priorities, investment trade-offs and a practical next step.
Assess market potential, buyer needs and channel options. Leave with clear priorities, investment trade-offs and a practical next steps.
Assess market potential, buyer needs and channel options. Leave with clear priorities, investment trade-offs and a practical next step.
2–3 weeks · Fixed fee
2–3 weeks · Fixed fee
Fee creditable towards a follow-on engagement
Fee creditable towards a follow-on engagement
Fee creditable towards a follow-on engagement
THEN, ONE OF THREE DELIVERY PATHS
THEN, ONE OF THREE DELIVERY PATHS
THEN, ONE OF THREE DELIVERY PATHS
THEN, ONE OF THREE DELIVERY PATHS
BUILD
GTM & Localisation
Build your China presence and demand-generation system.
Project engagement · 6–10 weeks
View scope & deliverables ↑
BUILD
GTM & Localisation
Build your China presence and demand-generation system.
Project engagement · 6–10 weeks
Tap to view scope & deliverables ↑
BUILD
GTM & Localisation
Build your China presence and demand-generation system.
Project engagement · 6–10 weeks
Tap to view scope & deliverables ↑
BUILD
GTM & Localisation
Build your China presence and demand-generation system.
Project engagement · 6–10 weeks
Tap to view scope & deliverables
CONNECT
Partners and Distributors
Find the right partners. Strengthen existing channels.
Project engagement · 8–12 weeks
View scope & deliverables ↑
CONNECT
Partners and Distributors
Find the right partners. Strengthen existing channels.
Project engagement · 8–12 weeks
Tap to view scope & deliverables ↑
CONNECT
Partners and Distributors
Find the right partners. Strengthen existing channels.
Project engagement · 8–12 weeks
Tap to view scope & deliverables ↑
CONNECT
Partners and Distributors
Find the right partners. Strengthen existing channels.
Project engagement · 8–12 weeks
Tap to view scope & deliverables
FLAGSHIP
RUN
Fractional GTM Lead
Lead China GTM priorities and execution across marketing, sales and partners.
Monthly retainer · 3+ months
View scope & deliverables ↑
FLAGSHIP
RUN
Fractional GTM Lead
Lead China GTM priorities and execution across marketing, sales and partners.
Monthly retainer · 3+ months
Tap to view scope & deliverables ↑
FLAGSHIP
RUN
Fractional GTM Lead
Lead China GTM priorities and execution across marketing, sales and partners.
Monthly retainer · 3+ months
Tap to view scope & deliverables ↑
FLAGSHIP
RUN
Fractional GTM Lead
Lead China GTM priorities and execution across marketing, sales and partners.
Monthly retainer · 3+ months
Tap to view scope & deliverables
SUPPORTING SERVICES · scoped separately
China entity (WFOE) setup:
China entity (WFOE) setup:
Coordination with qualified local legal, tax and banking providers
Coordination with qualified local legal, tax and banking providers
China supplier strategy & qualification：
China supplier strategy & qualification：
Supplier search, assessment, shortlisting and negotiation support
Supplier search, assessment, shortlisting and negotiation support
Fees and timeline will be confirmed after scope.
Pricing will be determined after a short scope call.
Fees and timeline will be confirmed after scope.
How engagements start
Clear scope before commitment.
Clear scope
before commitment.
Clear scope before commitment.
01
01
01
Initial fit call
A focused 20-minute conversation about your China objective, current position, timeline and the main obstacle.
A focused 20-minute conversation about your China objective, current position, timeline and the main obstacle.
02
Recommended scope
Recommended scope
You receive a concise proposal covering the recommended engagement, outputs, timing, responsibilities and fee.
You receive a concise proposal covering the recommended engagement, outputs, timing, responsibilities and fee.
03
Engagement begins
Engagement begins
We work through agreed inputs, milestones and decision points, with direct founder access throughout.
We work through agreed inputs, milestones and decision points, with direct founder access throughout.
Proof across the Europe-to-China corridor.
These cases show the experience behind Rhenasia’s services: building and running China GTM, selecting and activating partners, and aligning HQ priorities with local market needs. They reflect work I led and results I was accountable for.
From small sales presence to a measurable China revenue engine.
A German SaaS firm had tested entering the market through outbound sales — no local marketing, no entity, and no evidence China could scale. The mandate: prove demand before committing infrastructure.A German SaaS firm had tested entering the market through outbound sales — no local marketing, no entity, and no evidence China could scale. The mandate: prove demand before committing infrastructure.
Built China GTM from zero across website, content, SEO, social and trade shows. Developed a strong partner network from scratch with large partners such as WIFFA, JCtrans and OLO for demand generation. Once traction proved, I led the WFOE build through to operational readiness.Built China GTM from zero across website, content, SEO, social and trade shows. Developed a strong partner network from scratch with large partners such as WIFFA, JCtrans and OLO for demand generation. Once traction proved, I led the WFOE build through to operational readiness.
Global system adopted across 50+ subsidiaries— and a China supply base built from zero.
Group HQ's brand standards and content system were not centralised, leaving local execution inconsistent across markets. Global and regional websites were outdated, limiting engagement and GTM efficiency. Key product lines relied on European suppliers at high cost.Group HQ's brand standards and content system were not centralised, leaving local execution inconsistent across markets. Global and regional websites were outdated, limiting engagement and GTM efficiency. Key product lines relied on European suppliers at high cost.
Built the central brand and content system: a new global website, company profile, brand guidelines, video and content style guide and a international project library. Built China supplier partnerships from ground up: search, shortlist, qualifying, negotiation and contracting — 5 product lines, each at ~50% cost reduction.Built the central brand and content system: a new global website, company profile, brand guidelines, video and content style guide and a international project library. Built China supplier partnerships from ground up: search, shortlist, qualifying, negotiation and contracting — 5 product lines, each at ~50% cost reduction.
From the ground up, Selena established our China marketing function — from defining the market entry strategy, setting up the WFOE, to launching digital campaigns. She has built a strong brand presence in China.
Before Europe, a decade leading marketing and commercial growth in China: building brands and demand across distributor, dealer and retail channels — from activating distribution channels at Electrolux, AB InBev to enabling 500+ retail partners at Essilor, to launching products, managing local teams and budgets. I know how Chinese buyers and channels work from the inside, not from HQ.Before Europe, a decade leading marketing and commercial growth in China: building brands and demand across distributor, dealer and retail channels — from activating distribution channels at Electrolux, AB InBev to enabling 500+ retail partners at Essilor, to launching products, managing local teams and budgets. I know how Chinese buyers and channels work from the inside, not from HQ.
Proof across the Europe-to-China corridor.
These cases show the experience behind Rhenasia’s services: building and running China GTM, selecting and activating partners, and aligning HQ priorities with local market needs. They reflect work I led and results I was accountable for.
From small sales presence to a measurable China revenue engine.
A German SaaS firm had tested entering the market through outbound sales — no local marketing, no entity, and no evidence China could scale. The mandate: prove demand before committing infrastructure.A German SaaS firm had tested entering the market through outbound sales — no local marketing, no entity, and no evidence China could scale. The mandate: prove demand before committing infrastructure.
Built China GTM from zero across website, content, SEO, social and trade shows. Developed a strong partner network from scratch with large partners such as WIFFA, JCtrans and OLO for demand generation. Once traction proved, I led the WFOE build through to operational readiness.Built China GTM from zero across website, content, SEO, social and trade shows. Developed a strong partner network from scratch with large partners such as WIFFA, JCtrans and OLO for demand generation. Once traction proved, I led the WFOE build through to operational readiness.
Global system adopted across 50+ subsidiaries— and a China supply base built from zero.
Group HQ's brand standards and content system were not centralised, leaving local execution inconsistent across markets. Global and regional websites were outdated, limiting engagement and GTM efficiency. Key product lines relied on European suppliers at high cost.Group HQ's brand standards and content system were not centralised, leaving local execution inconsistent across markets. Global and regional websites were outdated, limiting engagement and GTM efficiency. Key product lines relied on European suppliers at high cost.
Built the central brand and content system: a new global website, company profile, brand guidelines, video and content style guide and a international project library. Built China supplier partnerships from ground up: search, shortlist, qualifying, negotiation and contracting — 5 product lines, each at ~50% cost reduction.Built the central brand and content system: a new global website, company profile, brand guidelines, video and content style guide and a international project library. Built China supplier partnerships from ground up: search, shortlist, qualifying, negotiation and contracting — 5 product lines, each at ~50% cost reduction.
From the ground up, Selena established our China marketing function — from defining the market entry strategy, setting up the WFOE, to launching digital campaigns. She has built a strong brand presence in China.
Before Europe, a decade leading marketing and commercial growth in China: building brands and demand across distributor, dealer and retail channels — from activating distribution channels at Electrolux, AB InBev to enabling 500+ retail partners at Essilor, to launching products, managing local teams and budgets. I know how Chinese buyers and channels work from the inside, not from HQ.Before Europe, a decade leading marketing and commercial growth in China: building brands and demand across distributor, dealer and retail channels — from activating distribution channels at Electrolux, AB InBev to enabling 500+ retail partners at Essilor, to launching products, managing local teams and budgets. I know how Chinese buyers and channels work from the inside, not from HQ.
Proof across the Europe-to-China corridor.
These cases show the experience behind Rhenasia’s services: building and running China GTM, selecting and activating partners, and aligning HQ priorities with local markets. They reflect work I led and results I was accountable for.
From small sales presence to a measurable China revenue engine.
A German SaaS firm had tested entering the market through outbound sales — no local marketing, no entity, and no evidence China could scale. The mandate: prove demand before committing infrastructure.A German SaaS firm had tested entering the market through outbound sales — no local marketing, no entity, and no evidence China could scale. The mandate: prove demand before committing infrastructure.
Built China GTM from zero across website, content, SEO, social and trade shows. Developed a strong partner network from scratch with large partners such as WIFFA, JCtrans and OLO for demand generation. Once traction proved, I led the WFOE build through to operational readiness.Built China GTM from zero across website, content, SEO, social and trade shows. Developed a strong partner network from scratch with large partners such as WIFFA, JCtrans and OLO for demand generation. Once traction proved, I led the WFOE build through to operational readiness.
Global system adopted across 50+ subsidiaries— and a China supply base built from zero.
Group HQ's brand standards and content system were not centralised, leaving local execution inconsistent across markets. Global and regional websites were outdated, limiting engagement and GTM efficiency. Key product lines relied on European suppliers at high cost.Group HQ's brand standards and content system were not centralised, leaving local execution inconsistent across markets. Global and regional websites were outdated, limiting engagement and GTM efficiency. Key product lines relied on European suppliers at high cost.
Built the central brand and content system: a new global website, company profile, brand guidelines, video and content style guide and a international project library. Built China supplier partnerships from ground up: search, shortlist, qualifying, negotiation and contracting — 5 product lines, each at ~50% cost reduction.Built the central brand and content system: a new global website, company profile, brand guidelines, video and content style guide and a international project library. Built China supplier partnerships from ground up: search, shortlist, qualifying, negotiation and contracting — 5 product lines, each at ~50% cost reduction.
From the ground up, Selena established our China marketing function — from defining the market entry strategy, setting up the WFOE, to launching digital campaigns. She has built a strong brand presence in China.
Before Europe, a decade leading marketing and commercial growth in China: building brands and demand across distributor, dealer and retail channels — from activating distribution channels at Electrolux, AB InBev to enabling 500+ retail partners at Essilor, to launching products, managing local teams and budgets. I know how Chinese buyers and channels work from the inside, not from HQ.Before Europe, a decade leading marketing and commercial growth in China: building brands and demand across distributor, dealer and retail channels — from activating distribution channels at Electrolux, AB InBev to enabling 500+ retail partners at Essilor, to launching products, managing local teams and budgets. I know how Chinese buyers and channels work from the inside, not from HQ.
Founder-led advisory
Founder-led. Senior throughout.
Founder-led.
Senior throughout.
Founder-led. Senior throughout.
Selena (Yanping) Wu. MBA
Selena (Yanping) Wu. MBA
Founder · Principal Consultant
Management Consulting Diploma ·
Native Mandarin · Fluent English · German (C1)
Management Consulting Diploma ·
Native Mandarin·Fluent English·German (C1)
My career spans more than 20 years across China and Europe: a decade operating commercially in China, followed by a decade based in Germany, including roles at European HQ.
My hands-on experience combines China GTM builds, localisation, partner development, and distributor and retailer enablement across industrial B2B, B2B SaaS and international brands.
I work with Chinese teams and partners in Mandarin, and with European HQ in English or German.
Full track record on → LinkedIn
My career spans more than 20 years across China and Europe: a decade in commercial roles in China, followed by a decade based in Germany, including roles at European HQ, across industrial B2B, B2B SaaS and international brands.
My hands-on experience combines China GTM builds, localisation, partner development, and distributor and retailer enablement.
I work with Chinese teams and partners in Mandarin, and with European headquarters in English or German.
Full track record on → LinkedIn
My career spans more than 20 years across China and Europe: a decade operating commercially in China, followed by a decade based in Germany, including roles at European HQ.
My hands-on experience combines China GTM builds, localisation, partner development, and distributor and retailer enablement across industrial B2B, B2B SaaS and international brands.
I work with Chinese teams and partners in Mandarin, and with European HQ in English or German.
Full track record on → LinkedIn
WHY RHENASIA
The partner
who stays.
The partner who stays.
The partner who stays.
The partner who stays.
One corridor. Two directions.
One corridor. Two directions.
Rhenasia joins Rhenus, the Latin name for the Rhine, with Asia. The name reflects a corridor of trade, trust and growth between Europe and China.
Rhenasia joins Rhenus, the Latin name for the Rhine, with Asia. The name reflects a corridor of trade, trust and growth between Europe and China.
Rhenasia joins Rhenus, the Latin name for the Rhine, with Asia. The name reflects a corridor of trade, trust and growth between Europe and China.
Growth across that corridor takes local understanding, trusted relationships and sustained work beyond market entry. My approach is built around that continuity.
Growth across that corridor takes local understanding, trusted relationships and sustained work beyond market entry. My approach is built around that continuity.
Growth across that corridor takes local understanding, trusted relationships and sustained work beyond market entry. My approach is built around that continuity.
Direct founder involvement
You work directly with me, from market decisions through implementation.
Direct founder involvement
You work directly with me, from market decisions through implementation.
Direct founder involvement
You work directly with me, from market decisions through implementation.
Focused attention
A limited number of engagements ensures senior, hands-on support.
Focused attention
A limited number of engagements ensures senior, hands-on support.
Focused attention
A limited number of engagements ensures senior, hands-on support.
Specialists, coordinated
I coordinate additional specialists where the work requires them.
Specialists, coordinated
I coordinate additional specialists where the work requires them.
Specialists, coordinated
I coordinate additional specialists where the work requires them.
EUROPE → CHINA
You are here
CHINA → GERMANY ↗
Explore services in Chinese
QUESTIONS you might ask
How much of your experience transfers to our sector?
My experience spans industrial B2B, SaaS, and China distributor and retail channels. The transferable strengths are understanding Chinese buyers, setting market priorities, positioning and localisation, building demand, aligning HQ, local marketing and sales, and finding, assessing and enabling partners. Your sector’s technical requirements, buying process and channel structure need their own assessment. We review these with your team before agreeing the scope.
You're based in Hamburg. How do you execute in China and stay close to the market?
At Container xChange, I recruited, trained and managed a three-person China team from Hamburg, coordinating local partners and execution. For each engagement, we agree which tasks require local presence, who delivers them and the cost. I stay close to the market through direct Mandarin communication with buyers, partners and your team, and regular reviews of sales progress.
We already have a China team or distributor. What do you add?
I bring an independent assessment of where growth is getting stuck, using buyer feedback, channel coverage and sales progress. Are you reaching the right buyers? Is the offer convincing? Are partners equipped to sell and opportunities followed through? With your team, we turn the findings into clear actions—improving demand generation, sales support or partner coverage—with agreed responsibilities and measures of progress.
What happens if you become unavailable or we bring the work in-house?
We agree continuity and handover arrangements before starting, including who covers time-critical work if I’m unavailable. Plans, assets and reporting are kept in your systems, with access under your control and work documented throughout. If you bring delivery in-house, the transition includes current priorities, open actions and clear ownership.
How do we measure progress with a long B2B sales cycle?
Revenue remains the goal. We track earlier evidence suited to the engagement: qualified buyer or partner conversations, sales-accepted opportunities and progression through your sales process. We agree qualification criteria, follow-up responsibilities and review points upfront, then use the evidence to adjust priorities and decide where to continue investing.
Start with the decision in front of you
What's blocking your China growth —
or your move into it?
Let's map the next step.
What's blocking your China growth — or your move into it?
Let's map the next step.
What's blocking your China growth —
or your move into it?
Let's map the next step.
What's blocking your China growth — or your move into it?
Let's map the next step.
Bring your current priority. In 20 minutes, we’ll clarify the challenge, discuss the next step and assess whether I can help — not a sales pitch.
Bring your current priority. In 20 minutes, we’ll clarify the challenge, discuss the next step and assess whether I can help — not a sales pitch.
Bring your current priority. In 20 minutes, we’ll clarify the challenge, discuss the next step and assess whether I can help — not a sales pitch.
Book a 20-minute intro call