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Engage your Chinese Consumers Better

Chinese ex wife awarded salary

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Greetings as we roll into week 2 of March. Today we will continue the trend we began last month by deviating slightly from what we usually publish. However, as in last month, it does have deeper significance and possible ramifications for foreign businesses in China.

Let’s clarify. By and large, most European organisations in China do maintain the same standards and responsibilities to those in heir home country. Nevertheless, there are a few scoundrel here who see the lax enforcement of China’s laws and the blatant disregard of same by their competitors as an excuse and justification to follow suit.

China’s social, moral and to some extent, legal laws and rulings are based on Buddhism and the idea of filial respect. Generally favouring age and gender, specifically male gender. This has tended to tilt the balance of power away from females and the younger generation. More recently with China’s economic growth, toward rich, older males.We see this is the workforce, especially the tech sector with its infamous 9 9 6 work ethic or culture.

Meaning employees are expected to work form 9 to 9, 6 days a week for what is only just a basic salary. Often much longer in some firms with an even odd weekend regime where employees work every second weekend. In most cases, these are young people, often fresh out of school with little power of resistance but needing money to support families back home. What the military call “cannon fodder.” Recent deaths at Pinduadua has brought this into sharp public and Gvt focus.

The other area often abused is marriage where again, women are socially conditioned to suffer in silence. In the case of divorce, often it is the ex husband who has the upper hand.
Last year, China passed its new Civil Code law. A piece of legislation designed, among other things, to clarify and enforce some grey areas of law. In particular, those relating to individuals and society. It is against this backdrop, in particular marriage and divorce, today’s article is set. Although actual details are scant, we can guess, perhaps the husband was trying to use his influence, position to reduce any responsibility for his ex wife’s future.

In a nutshell, this article looks at a particular divorce case where we might guess a husband was attempting to minimise his responsibilities to his ex wife and her future support. His wife sued under the new Social Code legislation package result in the Chinese court ordering the man to pay his ex-wife $7,700 for housework in landmark divorce case.

The story in depth is covered by  Nectar Gan, in this piece from CNN.

If you have questions regarding your or your companies responsibilities under the new Social Code we suggest you contact a qualified lawyer for professional advice. For other matters relating your brand or business in China, drop Everlyne a line, or WeChat her for instant engagement.

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But please, be aware of local (China) time when calling from overseas. Despite rumours to the contrary, Everlyne is human, not a bot, she does eat, drink and sleep – sometimes.

Whatever your question re Chinese Business, Marketing Tech or Social Media, she will know the answer, or know someone who does! A brief intro below;

Introducing Everlyne YU


In 2003 Everlyne Yu co-founded WPBeijing Marketing Studio with Englishman Peter Bic, now known as Bic Brands.

She began Uengager, as a SaaS MarTech company focused on customer engagement in 2017.

Hello, Nihao, I’m Everlyne

I love to talk about and help people understand the amazing ways MarTech and SaaS can work to strengthen your business engagement with Chinese consumers.
I know you have questions or want to talk about your brand or business in China so please, drop me a line opposite. If you prefer live chat, call and talk to me live, in person direct.


Everlyne is also a key note speaker, lecturer and KOL on MarTech in China. She is CEO of Uengager, business development officer for Bicyu.

Everlyne hs been privileged to work with a variety of international organisations, from VW, Cushman Wakefield, Sodexo, Bristol Myers Squibb to local Chinese firms such as Midea, and OK Order.

If you’re looking for guidance, tips, advice on any aspect of starting or growing a business in China or training, coaching your existing China marketing team for excellence, be sure to check out Uengager. Home page and base for Everlyne Yu. Read her short bio – opposite left – or contact her direct – below – for a free, heart to heart chat.

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A selection of Bicyu clients since 2003


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