China – New Normal

China – New Normal

Hello, greetings again from Shunyi, Thursday 13 May. As a back drop, lets recall that Aim2D was created to provide better data and insight into China for international marketers thinking of setting up business here. Consequently, naturally, most of our readership is business orientated. Most, not all. For example one of our followers is Change Therapy, run by Steve, in Edinburgh, Scotland, a practising Psychotherapist, using his Psychology and Counselling background to promote Wellbeing in the Community. One of his posts inspired this article.

Actually, it was more one of the comments to his post that fired us up. Now, as a psychologist, Steve’s target and style is obviously different to ours. Facebook style – hearts and roses, pithy sayings, kittens, puppies doesn’t fit with us. Nor Steve actually. We both take a realistic attitude to our work. Not that Aim2D is against animals. Heck like most businesses, we have a feline mascot. But again, she is not the touchy feelly, roll over stroke my tummy kitty. She is the daughter of a wild cat, rescued from the China jungle. She will as soon take your finger of than lick you lovingly. So, we are setting the scene for normality, or normalcy.

Steve recently ran an article, based around a quotation from the Irish playwright Samuel Beckett, “Ever tried. Ever failed. No matter. Try again. Fail again. Fail better.” and how these words helped his friend stay motivated and continue to practice her paintings. That quotation struck a chord with us, as it is also symbolic, if you will, of doing business in China. We would probably fall back on the crusty, rather tired metaphor that China is a marathon, not a sprint. If you come here half hearted, expecting China to fall at your feet you will lose your shirt. You need to be committed, for the long haul, prepared to fail, get up, listen, learn and do it again. But better.

Now, don’t know about you, but for us, one of the best parts of any article is the comments, or feedback. What others have to say is often as enlightening and educational as what the original author wrote. So, with the afore mentioned piece by Steve one reader commented;

Thank you for sharing, being on the Autism spectrum means I constantly fail at trying to be normal…


And it made us think. Normal? What is normal and why would anyone want to be normal? Let’s digress a mile or 3 here. Covid, the great pandemic seems also to be the worlds great panacea. It has been blamed for almost everything that is wrong with our society. Just last week, a stabbing at a local NZ supermarket is blamed on Covid. Well actually a general uptick in racism, violence, sexism etc is blamed on Covid.

Like us, you are probably tired of popups on websites or emails from brands, organisations etc, apologising for their poor service, lack of response etc. It is all because of Covid you see. What a convenience. Most of these issues; from society to brands have been with us for a long, long time. We just didn’t know how, who or what to blame for them until now. And marketers being what they are are quick to coin, yet another, buzz word or catchphrase: The New Normal. Wow!

Talk abut papering over the cracks! Ok, we have had what seems to be our little rant. Hopefully you can see it as more than that. Let’s cut to the chase. Finally. If you are thinking of bringing your business model to China, or starting a new one here, forget normal. Forget New Normal. Forget everything you read in the mass media. Forget everything you think you know. Likely as not you know nothing.

Come here and challenge yourself – dare to be different, be unique, Be special. Listen, make mistakes, learn and go forward. Stronger. Put aside your old, tired, boring normal thinking and practices. Forget New Normal. That is just an excuse for more of the same old same old rubbish we have been serving and living with for centuries.

Thanks for reading our China news, marketing, tech and social media article – we hope it was useful, relative, informative, valuable.
We would be honoured if you subscribed to our content.

Not Useful?
Then perhaps you may like to chat directly and personally with Everlyne?

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;


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

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

Bicyu client logo bar
A selection of Bicyu clients since 2003


Follow Uengager on Wechat

Note: App is in Chinese and needs WeChat account to access.

WeChat QR Code


Take Tea with Everlyne


Covid’s persistence means this address is not always available.
But Beijing has many tea shops or cafes where we can still meet and chat

B1 XlabBuilding 1, TusPark B, Tsinghua Science Park

No.1 East Zhongguancun Road,Beijing, Haidian District 100084China

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