#45: How To Niche Down Your Business, Attend Trade Shows, and Build Supplier Relationships with Matt Kowalak

Matt Kowalak from the China Opportunity Podcast has been in Shenzhen, China the past nine years in the product manufacturing, sourcing, and quality control business. His business High Cappin is currently in the process of niching down their target market from general product sourcing to focusing on men’s specialty apparel. In this episode, we discuss the process of narrowing down your customer base, turning away business that doesn’t fit the long-term business vision, how to make the most out of trade shows, learning how to sell, and building relationships with your overseas suppliers in China.

Topics Discussed:

  • 04:30 – How High Cappin decided to niche down
  • 07:30 – Why a broad customer base results in a lack of focus
  • 10:30 – How to niche down your business based on domain expertise
  • 13:00 – Declining to work with clients that don’t align with your vision
  • 16:00 – How niching down builds a competitive advantage
  • 17:00 – How to approach people at trade shows and events
  • 18:00 – Value of attending trade shows to build relationships
  • 20:00 – Learning how to sell when your back is against the wall
  • 21:30 – How to strategically approach potential customers at trade shows
  • 26:30 – Benefits of being honest with and realistic with your supplier
  • 31:30 – Difference in business culture and relationship building
  • 35:30 – Common misconceptions of doing business in China


Mentions in the Episode:

Episode Length: 41:03


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  1. yeah buddy some of my favorite people! looking forward to taking a walk and listening today.

  2. Great episode guys!
    Terry, you with E-commerce, and Matt with manufacturing & sourcing cover two of the biggest legs that support a profitable physical product business.
    Thanks, looking forward to more episodes like this.

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