Along with President Xi Jinping’s recent visit to Korea, the hype surrounding Korean companies entering the Chinese market continues to grow. CKGSB Associate Dean and a world-renowned scholar on Strategic Alliance, Professor Teng Bingsheng, said that the Chinese market has experienced significant changes over the years. He pointed out that MNCs will face difficulties in winning the competition with local Chinese companies. Professor Teng said, “MNCs should not be satisfied with their standards. Because China is no longer a cheap consumption market, global companies should apply high standards in China and target customers with high-end products, not low-end ones. They also need to change their strategies to adapt to the new business environment in China. For example, they need to target the fast-rising, middle-class consumers and transform themselves from labor-intensive to technology-intensive companies”.