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GLOBAL SPEAK yet to catch on. At that point, some people even check out of the hotel! Interestingly, even though China is the home of Traditional Chinese Medicine (TCM), Chinese people would not consider receiving these particular services in a spa—services that we would regard as "spa wellness treatments" in the U.S.—but will go to a TCM hospital or doctor for such treatments. Products are of great interest to the Chinese spa consumer, but not Chinese brands. Status-seeking Chinese consumers will look for high-end Western, and now Korean, brands. In fact, spa directors in China report that clients regularly come in and buy 10 or 15 bottles of a product they like, so they can share with their family. However, the regulatory status for products is a moving target, and it can take from 18 months to three years to get a product approved for distribution in China—only to have regulations change without notice and leave manufacturers left to start all over again. Antiaging and detoxification are the big concerns in this rapidly industrialized giant, especially as worry and awareness grow about the effects of pollution. The middle-class Chinese female will purchase a series of facials and/or body treatments to assist with both aging and weight loss. As in the U.S., men are more likely to receive basic massages. Organic and healthoriented products are also growing in popularity, and the Chinese client is increasingly turning to the latest supplements and nutritional aides. ADVICE FOR THE WESTERNER There are many factors to consider if you want to open a spa in China —way too many to list here (see "Resources", below, for leads to t Facilitates Vasodilation t Boosts Molecular Singling Agent Nitro Oxide (NO) t Improves Firmness in Neck, Chin, & Jaw Line Area t Reduces Sagging and Adds Youthful Look t No Pthalates, Silicones, Parabens, Sulfates, Dyes or Fragrances H C For more information call us toll free at 800.951.7005 or visit halecosmeceuticals.com dayspamagazine.com/freeinfo • Use FreeInfo #33 72 DAYSPA | JANUARY 2014 more information). It isn't the easiest proposition, and even companies that have been operating there for 10 or 15 years struggle. By and large the spa industry isn't well regarded by the majority of Chinese. In fact, many women who work in it don't let their loved ones know, and this only serves to further cripple the much-needed therapist supply chain. A note about your spa's name and logo: As an ancient culture, China presents many minefields in the form of word associations and phonics. Your business's name may not translate well to Mandarin, for instance, or even the sound of the word may carry a bad connotation. In addition, sequences of numbers have special meanings, as well as some single numerals. So do your research and test that name, logo and tagline beforehand! If you're up for the challenge, there is some fertile ground for future spa success there. The industry continues to grow rapidly in spite of its built-in difficulties, and the indomitable Chinese spirit has shown time and again the ability to overcome obstacles, grow and thrive. Lisa Starr (lstarr@wynnebusiness.com) is a business consultant for Wynne Business and a spa management trainer/educator. RESOURCES Asian Century Institute, asiancenturyinstitute.com Due Diligence in China: Beyond the Checklists by Kwek Ping Yong (Wiley, 2013) Living, Working & Doing Business in China by Leo Lacey (Survival Books, 2013) O'Malley's Irish Pub, Shanghai: An Entrepreneur's Guide to Doing Business in China by Rob Young (AuthorHouse, 2013) SpaChina Magazine, spachina.com World Business Culture, worldbusinessculture.com