Today on The Negotiation, we talk with Michael Zakkour, Vice President of Asia and Digital International for Tompkins International, a global consulting firm focused on digital commerce, retail, and consumer products, and also the author of "New Retail: Born in China, Going Global.” Today we discuss why it's so important to deeply understand China's culture, history, philosophy, and language especially with regards to your target market and what new retail is, and why China is leading the global charge.

Michael was a part of the Web 1.0 movement in the mid-90s. After the dot com bubble burst in 2000, he flew to China and became the first foreigner to work for particular a Chinese leather garment manufacturing company. The culture shock he experienced during his time as an employee in the Middle Kingdom led to his foundational belief that “in China, anything is possible but nothing is easy”. And that overcoming challenges of any sort as a foreigner requires adaptation or, in Michael’s words, “cultural dexterity”.

Four core pillars make up what Michael believes is the key to business success in China: culture, philosophy, language, and history. He says that by understanding the cultural context of the individual and collective Chinese consumer through these four factors, you may achieve a predictable brand or corporate success.

Michael proposes additional need-to-knows when it comes to maximizing your brand and corporate identity in China. From the “6 Ds” of understanding your consumer to the difference between e-commerce, digital commerce, and New Retail, our guest unleashes a masterclass into thriving as an entrepreneur in the fast-paced, ever-evolving world of Chinese commerce.