Book a 20-min intro call

Rhenasia Keystone mark

Rhenasia

Illustration of a business meeting between Chinese and European professionals

Founder-led — Senior ownership throughout.

Illustration of a business meeting between Chinese and European professionals

Founder-led — Senior ownership throughout.

Illustration of a business meeting between Chinese and European professionals

Founder-led — Senior ownership throughout.

China GTM & CHANNEL GROWTH

China GTM & CHANNEL GROWTH

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 GTM, localisation, partner and distributor development for European B2B, industrial and technology firms - whether you are entering China or restarting a stalled China business.

Direct support in English, German and Mandarin.

Senior, hands-on China GTM, localisation, partner and distributor development for European B2B, industrial and technology firms - whether you are entering China or restarting a stalled China business.


Direct support in English, German and Mandarin.

Senior, hands-on China GTM, localisation, partner and distributor development for European B2B, industrial and technology firms - whether you are entering China or restarting a stalled China business.

Direct support in English, German and Mandarin.

Book a 20-minute intro call

See how I help ↓

See how I help ↓

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

China no longer rewards
a European playbook applied unchanged.

China no longer rewards
a European playbook applied unchanged.

China no longer rewards
a European playbook applied unchanged.

Local competitors have raised the bar on price, speed, innovation and product relevance, while deeper localisation reshapes how buyers procure.


European firms lose ground when pricing, positioning and decision-making remain anchored at HQ - whether a fresh entry or a stalled business.

Local competitors have raised the bar on price, speed, innovation and product relevance, while deeper localisation reshapes how buyers procure.


European firms lose ground when pricing, positioning and decision-making remain anchored at HQ - whether 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, sales enablement and disciplined follow-through.

An entity, distributor or local hire does not create demand. Growth needs a clear buying case, suitable channels and partners, sales enablement and disciplined follow-through.

How I help

A focused route from decision to traction.

A focused route from decision to traction.

A focused route from decision to traction.

One objective: create qualified opportunities and support growth.


Start with a diagnostic, then choose the support your China business needs: fractional GTM leadership, GTM and localisation, or partner and distributor development.

Abstract lens illustration for the China Growth Diagnostic

Start here

China Growth Diagnostic

For: European firms re-assessing a stalled/shallow market position, or seriously weighing entry

A senior operator's read on where your China growth is blocked: buyer reality, positioning, demand generation, partner & channel fit, and the HQ-local gaps. Leave with priorities and clear next actions. Judgment from someone who's built it, not a research report.

Time: ~2-3 wk.

Fixed fee, creditable toward next engagement

Abstract lens illustration for the China Growth Diagnostic

Start here

China Growth Diagnostic

For: European firms re-assessing a stalled/shallow market position, or seriously weighing entry


A senior operator's read on where your China growth is blocked: buyer reality, positioning, demand generation, partner & channel fit, and the HQ-local gaps. Leave with priorities and clear next actions. Judgment from someone who's built it, not a research report.

Time: ~2-3 wk.

Fixed fee, creditable toward next engagement

Abstract lens illustration for the China Growth Diagnostic

Start here

China Growth Diagnostic

For: European firms re-assessing a stalled/shallow market position, or seriously weighing entry

A senior operator's read on where your China growth is blocked: buyer reality, positioning, demand generation, partner & channel fit, and the HQ-local gaps. Leave with priorities and clear next actions. Judgment from someone who's built it, not a research report.

Time: ~2-3 wk.

Fixed fee, creditable toward next engagement

THEN, ONE OF THREE DELIVERY PATHS

THEN, ONE OF THREE DELIVERY PATHS

Monthly retainer · 3+ mo.

Fractional GTM Lead「RUN」

Senior China GTM ownership without an immediate full-time hire

Hover to view deliverables

FLAGSHIP

Monthly retainer · 3+ mo.

Fractional GTM Lead「RUN」

Senior China GTM ownership without an immediate full-time hire

Tap to view deliverables

FLAGSHIP

Monthly retainer · 3+ mo.

Fractional GTM Lead「RUN」

Senior China GTM ownership without an immediate full-time hire

Tap to view deliverables

FLAGSHIP

Project fee ~6–10 wk.

GTM & Localisation「BUILD」

Build the local buying case & demand system

Hover to view deliverables

Project fee ~6–10 wk.

GTM & Localisation「BUILD」

Build the local buying case & demand system

Tap to view deliverables

Project fee ~6–10 wk.

GTM & Localisation「BUILD」

Build the local buying case & demand system

Tap to view deliverables

Project fee ~8–12 wk.

Partner & Distributor「CONNECT」

Find the right partners. Strengthen existing channels.

Hover to view deliverables

Project fee ~8–12 wk.

Partner & Distributor「CONNECT」

Find the right partners. Strengthen existing channels.

Tap to view deliverables

Project fee ~8–12 wk.

Partner & Distributor「CONNECT」

Find the right partners. Strengthen existing channels.

Tap to view deliverables

SUPPORTING SERVICES · scoped separately

China entity (WFOE) setup:

registration, banking, tax and accounting setup, through to operational readiness.

China supplier search & qualification：

Search, shortlist, qualification and negotiation

Pricing will be confirmed after a short scope call. Legal, tax and regulatory advice is provided by qualified specialists

Pricing will be determined after a short scope call.

Legal, tax and regulatory advice is provided by qualified specialists

Pricing will be confirmed after a short scope call. Legal, tax and regulatory advice is provided by qualified specialists

Legal, tax and regulatory advice is provided by qualified specialists

Discuss your China priorities →

Discuss your China priorities →

↓ Download the one-pager (PDF)

↓ Download the one-pager (PDF)

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.

SELECTED EXPERIENCE

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.

B2B SAAS SCALE-UP · CHINA GTM, PARTNERS & ENTITY 0→1

From a small sales presence to a measurable China revenue engine.

THE CHALLENGE

A German SaaS firm had a small outbound sales team in China — no local marketing, no entity, and no evidence China could scale. The mandate: prove demand before committing infrastructure.A German SaaS firm had a small outbound sales team in China — no local marketing, no entity, and no evidence China could scale. The mandate: prove demand before committing infrastructure.

WHAT I DID

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.

Your path will differ. The questions won't. I will help you answer: where real demand comes from, which channels and partners convert, and when infrastructure is worth committing to.Your path will differ. The questions won't. I will help you answer: where real demand comes from, which channels and partners convert, and when infrastructure is worth committing to.
0→1
GTM and entity build
400+
New customers
Six-figure ($)
Marketing-sourced MRR built from zero in 3 years
~15%
Partner ecosystem contribution to MRR
Read the full case study (PDF) →
GLOBAL INDUSTRIAL GROUP · HQ-TO-LOCAL · PARTNER DEVELOPMENT

Global system adopted across 50+ subsidiaries— and a China supply base built from zero.

THE CHALLENGE

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.

WHAT I DID

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.

The same discipline I now apply to close your HQ and Local gaps, and find the right partner and distributor network that help your business to grow in China.The same discipline I now apply to close your HQ and Local gaps, and find the right partner and distributor network that help your business to grow in China.
50+
Subsidiaries adopting
+168%
Traffic from global website rebuild
5+
qualified supplier contracted
~50%
Sourcing cost cut
“

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.

Christian Roeloffs
Founder & CEO · Container xChange
TEN YEARS INSIDE 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 — 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 — launching products, managing local teams and budgets. I know how Chinese buyers and channels work from the inside, not from HQ.

Results delivered in-house at Container xChange (B2B SaaS, 2022–2025) and Ardex Group (industrial B2B, 2016–2018).
SELECTED EXPERIENCE

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.

B2B SAAS SCALE-UP · CHINA GTM, PARTNERS & ENTITY 0→1

From a small sales presence to a measurable China revenue engine.

THE CHALLENGE

A German SaaS firm had a small outbound sales team in China — no local marketing, no entity, and no evidence China could scale. The mandate: prove demand before committing infrastructure.A German SaaS firm had a small outbound sales team in China — no local marketing, no entity, and no evidence China could scale. The mandate: prove demand before committing infrastructure.

WHAT I DID

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.

Your path will differ. The questions won't. I will help you answer: where real demand comes from, which channels and partners convert, and when infrastructure is worth committing to.Your path will differ. The questions won't. I will help you answer: where real demand comes from, which channels and partners convert, and when infrastructure is worth committing to.
0→1
GTM and entity build
400+
New customers
Six-figure ($)
Marketing-sourced MRR built from zero in 3 years
~15%
Partner ecosystem contribution to MRR
Download the full case study (PDF) →
GLOBAL INDUSTRIAL GROUP · HQ-TO-LOCAL · PARTNER DEVELOPMENT

Global system adopted across 50+ subsidiaries— and a China supply base built from zero.

THE CHALLENGE

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.

WHAT I DID

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.

The same discipline I now apply to close your HQ and Local gaps, and find the right partner and distributor network that help your business to grow in China.The same discipline I now apply to close your HQ and Local gaps, and find the right partner and distributor network that help your business to grow in China.
50+
Subsidiaries adopting
+168%
Traffic from global website rebuild
5+
qualified supplier contracted
~50%
Sourcing cost cut
“

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.

Christian Roeloffs
Founder & CEO · Container xChange
TEN YEARS INSIDE 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 — 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 — launching products, managing local teams and budgets. I know how Chinese buyers and channels work from the inside, not from HQ.

Results delivered in-house at Container xChange (B2B SaaS, 2022–2025) and Ardex Group (industrial B2B, 2016–2018).
Portrait of Selena Wu, founder and lead adviser at Rhenasia

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

Rhenasia is deliberately founder-led. You work directly with me throughout. I take on a limited number of engagements at a time. Specialists are brought in where the engagement requires under my direct coordination.


Rhenasia is built for companies that need senior, embedded support - not a report that disappears into a drawer.

Rhenasia is deliberately founder-led. You work directly with me throughout. I take on a limited number of engagements at a time. Specialists are brought in where the engagement requires under my direct coordination.


Rhenasia is built for companies that need senior, embedded support - not a report that disappears into a drawer.

ONE CORRIDOR, TWO DIRECTIONS

Rhenasia helps European B2B companies grow in China and Chinese industrial and technology firms grow in Germany.

EUROPE → CHINA · You are here

For Chinese companies entering Germany →

BEFORE WE SPEAK

Questions before we speak

Questions before we speak

Questions before we speak

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.

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

selena.wu@rhenasia.com · Hamburg, Germany

➡️ LinkedIn