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"Sierra Asia delivers. For us in China, they brought access, built bridges, developed commanding positions and accelerated accomplishment in China... and we have been working successfully in China for over a decade.""
Patrick Jenevein
Tang Energy Group

"Lee guided us through the ins and outs of the Chinese business and entertainment world, allowing us to avoid many of the common mistakes newcomers to China make."
Robert Nederlander
Jr. President
Nederlander Worldwide Entertainment

"I am particularly impressed with Paula's ability to connect with senior Chinese clients. Her proven track record in adapting and excelling in new business environments and her abilities to understand, appreciate and leverage unique cultural intricacies and nuances will be of particular value to her clients."
Charles Li
JP Morgan, China

"Lee Sands was essential to our efforts to establish the first sanctioned Cooperative Joint Venture in the highly sensitive youth culture oriented music business in China. The depth of his cultural awareness, linguistic skills and familiarity with Chinese Government personnel and process were the practical key to our success in our market entry strategy."
John Dolan
Former Senior Vice President of Business Development
Sony Music

Lee's "tenacity and street smarts win raves from U.S. business."
Business Week

Lee was commended for "developing a negotiating strategy for persuading China to drop a range of restrictions on foreign companies, and to phase out protection for state-run industries."
The New York Times

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New to China

For new entrants to China, we are experts at analyzing the market and developing strategies for market penetration. We know first-hand how things work in China and keep a close eye on changes in the country's business environment, regulatory structure and political landscape. Sierra Asia uses this knowledge base to create positioning and development strategies that will best introduce clients' products or services, and works with clients to implement those strategies.

Our Services

Strategic Alliances
The surest way to succeed in China is by allying our clients with local entities, be they government agencies, customers, suppliers, joint ventures or business partners. We help devise alliance strategies, identify appropriate partners, negotiate agreements and serve as liaisons between the parties until a solid bond of trust is established. We use our China relationships, developed over more than four decades, to provide insights and access not available to others and to propose creative structures for our clients.

Most recently, we brokered an alliance between a new high technology company and a government-backed technical school, in which the school provides skilled programmers and other support to the company at an attractive cost.

Government Relations
To ensure that foreign ventures and projects succeed In China, it is critical to build relationships and create trust among all concerned. Sierra Asia works with clients to identify those key players in government and institutions who help shape official opinion. We then work with our clients to devise strategies for creating strong and binding relationships with these people and becoming valued participants in the Chinese community. We then leverage our China network to help clients obtain approvals and support.

For example, our consultants conducted a campaign that enabled a Fortune 100 company, considering an acquisition in China, to create relationships with the local, provincial and national government officials who would have influence over their prospective transaction. In addition, we successfully represented the company in addressing certain trade issues with the government.

Sierra Asia can also assist with intellectual property rights protection.

Board Briefings
The boards of directors of companies seeking entry into China need to quickly move up the learning curve so they know what to expect there. Sierra Asia assists with this process by advising boards of directors about the political and regulatory structure in China, the "ins and outs" of the specific market for their products or services, and the overall economic dynamics. Our senior executives also ensure the boards fully comprehend the risk factors associated with China entry and help them understand the "dos and don'ts" of conducting business in China and the "best practices" for success.

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Contact Information

McLean, USA
1420 Beverly Road
Suite 300
McLean, VA, 22101

Beijing, China
Qijiayuan Diplomatic Compound, Suite 7-1-22
9 Jianwai Rd., Chaoyang District
China 100600