About China Sage

In January 2003, China Sage Consultants was founded with a simple but powerful idea:
There must be a better way for Western SMEs to sell and build business in China.

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That idea had been brewing in the mind of our founder, Chris Wingo, ever since China expat assignment from 1997 to 2002. Leading China and Asia-Pacific sales and business development for W. L. Gore & Associates, Inc.’s Gore-Tex® branded environmental products, Chris managed a 30-person team spread from China to India. While the work set records and was deeply rewarding, it also exposed the harsh realities of doing business in China—culture clashes, protectionism, graft, and the constant balancing act between moving too slowly (and missing opportunities) or too quickly (and landing in trouble).

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He also saw firsthand how other Western companies struggled—often falling short of goals or being disrupted by unscrupulous employees or partners—because they lacked on-the-ground expertise and a trusted local presence. By 2003, Chris turned that hard-earned experience into a solution: a practical, hands-on approach that would help western SMEs not only to succeed in China but also to avoid costly missteps and thrive.

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That solution became China Sage Consultants and our flagship China Sales Incubator program—an end-to-end market entry and sales development platform that has since helped more than 35 Western SMEs take their first steps in China, generating millions in export sales while preparing them for a long-term, sustainable presence.

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Our Growth and Expansion

We established our wholly foreign-owned enterprise in Shanghai in 2004—China Sage Consultants (Shanghai) Co., Ltd. / 赛麒商务咨询（上海）有限公司—starting with just three employees. Over the years, we’ve grown to offices in Shanghai and California, with a combined team, give or take depending on project load, of around 20 professionals.

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Since inception, we have:

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• Executed more than 35 multiyear market entry and sales development projects

• Completed hundreds of other consulting, recruiting, and sourcing assignments

• Generated tens of millions of dollars in sales for clients across industries

 

In 2018, we set up American Sage LLC as an extension of China Sage, expanding our geographic reach to the broader Indo-Pacific region. While China remains our core expertise, our clients now benefit from our insights and network in markets including Japan, South Korea, Vietnam, Malaysia, Singapore, India, and beyond.

 

What We Do

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We are a sales and market development partner for Western SMEs who want to succeed in China and the Indo-Pacific—without the high cost, risk, and delays of building operations from scratch.

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Our services include:

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• Turnkey Sales & Marketing Support – From initial market validation to full pipeline management, all marketing activities management including social media, tradeshows, and other events

• China Sales Incubator Program – Your dedicated, fully managed sales presence in China for a fraction of the cost of setting up independently

• Distributor Development – Identification, vetting, onboarding, and ongoing management

• Personnel Recruiting – Sales, technical, and management hires with proven screening processes

• Project Management & Sourcing – On-the-ground oversight to ensure results and accountability

• Strategic Consulting – Tailored market entry, pricing, and positioning strategies

 

Why Work with China Sage
 

Clients choose us because:

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• Proven Track Record – Operating since 2003 with extensive first-hand experience selling both B2B and B2C in China

• Cost-Effective Execution – Your own sales team plus proven management oversight for less than one-third the cost of a single expatriate manager

• Deep Expertise – Our two founding partners have over 40 years of combined China sales and management experience not to mention the experience of our senior consultants

• Strong Network – A broad and trusted network of partners, distributors, and resources throughout China

• Bilingual, Bicultural Team – International American and Chinese consultants make communication seamless and alignment easy

• Risk Management – Highly attuned to ethics, intellectual property protection, employee loyalty, and transparency

• Commitment to Clients – We work diligently, fairly, and transparently, with excellent references from past projects

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Our Leadership

Chris Wingo – Managing Director & Founder

 

Southern California native; on the ground in China since 1997. Founded China Sage to give Western SMEs a better way to succeed in China. Has generated millions in export sales for clients through the China Sales Incubator program. Served as Chairperson for AmCham Shanghai’s Small Business Committee and Advisory Board member for its SME Center. Holds a BSME and MBA from California State University Fullerton. Fluent in Mandarin at a business level, with deep cultural understanding. He now splits his time between Shanghai and the U.S. 

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Anita Yuan – Managing Partner & Co-Founder
Based in Shanghai; experienced in finance, accounting, market strategy, marketing, recruiting, and sales in international environments. Holds CPA, Registered Tax Agent, and financial audit certifications, with a BS in International Finance and Accounting from Shanghai University. She has become highly skilled with new market development for clients, especially in the wellness and technical sectores. Past roles with Deloitte-Touche Tohmatsu, W.L. Gore & Associates, Trident Media Technology, and China Sage. Expert in China legal affairs, HR issues, and commercial investment analysis.

 

Contact us today to learn how China Sage can put your business on the path to success in China and the Indo-Pacific.

We’ve done it for dozens of companies—now we’re ready to do it for yours.