In China, the sales trajectory for AI solutions is far from the bright path many imagine it to be. The core challenge lies in the fact that AI often becomes a mere “esthetic shell” in the corporate landscape. Companies acquire AI solutions not necessarily to address problems but to fulfill certain “tasks.” For instance, technologies like “digital twins” frequently transform into dazzling showcases, disconnected from the real pain points of businesses. A large manufacturing enterprise that adopted such technology found it ineffective, and the system was eventually shelved.
The reality is that in China, the sale is about services, not just results. Customers are more concerned with tangible benefits than the cutting-edge nature of the solutions. An AI company that attempted to help a retail business reduce inventory waste found the project failing because the client was more interested in monitoring employees.
Customers don’t buy technology; they invest in benefits. They need “capital” to report upwards, not the technology itself. The complex algorithms and long-term ROI models offered by AI companies often miss the mark of what the leadership truly desires.
Transitioning from “selling solutions” to “selling outcomes” is crucial. An AI company that optimized routes for a logistics firm and charged based on results bypassed technical details and found success in its business model.
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In the Chinese market, AI solutions must be “down-to-earth,” directly linked to the customer’s KPIs. The market has a strong aversion to “highfalutin” technology. For example, the widespread adoption of smart dispatch systems in the food delivery industry is due to its direct impact on riders’ incomes and delivery times for businesses.
Here’s a three-step approach to being grounded:
– **Focus on Direct Benefits:** Such as KPI metrics, cost savings, or revenue growth.
– **Simplify Complex Logic:** Hide the technical black box and make the value proposition直观 for the client.
– **Pay for Results:** Reduce the customer’s cost of experimentation and enhance service engagement.
**The Heart of AI Sales in China**
In China, selling AI solutions destined for failure emphasizes “the perfection of process,” whereas the market values “the efficiency of results.” Customers will not pay for technology; they will pay for technologies that create direct value.
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The success of AI in China is not about the technology itself but about its ability to deliver immediate value to the customer. This approach maintains a rigorous, scientific tone, yet it also carries a touch of humanistic coloring, capturing the emotional value needed for the blog post.
