The west is forever chasing the golden goose with 1.4Billion in population, the reality is that it seldom delivers and partnerships fall by the way side. Whilst CardieX retain their IP, I am not sure that's how it ends up, simply look at the carcus of companies that have been the victim of IP theft from Chinese companies like Cisco from Huawei. Companies should be cautious when dealing with China due to the fact most companies are owned by the state (i.e. CCP) and that they often introduce punishing measures to suit their internal needs, just look to our wine, coal, barley industries.
I simply believe there is many opportunities for partnerships and sales outside the China sphere...imho
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