The Swiss Business in China Survey 2025
ISSN-Digital
978-3-03777-916-3
ISBN
978-3-03777-322-2
Type
book
Date Issued
2026-01-16
Editor(s)
Research Team
China Competence Center
Abstract
The Swiss Business in China Survey 2025 provides rich once more findings and insights on the new market environment that Swiss businesses face in China.
Despite the ever more challenging business climate, the 2025 respondents are on average slightly more confident than they were in 2024. This is particularly so when they are asked to view the outlook on a 5-year time horizon. Indeed, we have to go back to the 2014 survey to match the level of confidence seen today if one excludes the outlier optimism of 2021 when China operated under a zero- COVID policy and supplied the rest of the world.
Nonetheless, there are caveats and this annual report identifies the human, financial, and competitive challenges and expectations of Swiss companies active in China. In a new development, this year’s survey also aims to understand the differences in perception between managers responsible for Chinese operations at Head Offices and those running the businesses on the ground.
The 2025 survey results also supplies a variety of key insights, including:
• Long-term confidence is matched by stable investment intentions, with about 50% of respondents identifying China as a top-3 market for investment. This is the case both for managers of subsidiaries and those at headquarters.
• The competitive environment has changed dramatically over the last three years with Chinese companies increasingly competing on quality, technological innovation, and brand recognition.
• With the exception of increasing Chinese pressure to produce locally, Swiss companies describe a more level playing field. They also have more confidence that they can win legal disputes in China.
This report also includes the first systematic study of Chinese enterprises and institutions operating in Switzerland. The Chinese Business in Switzerland 2025 research project mirrors the Swiss Business in China survey and combines a structured questionnaire enriched with in-depth interviews. Key Insights include:
• Switzerland serves as a strategic foothold, not just a profit center.
• “Light capital, strong management” is the right approach for mature markets.
• Cross-cultural, dual-context talent is a critical bottleneck.
Despite the ever more challenging business climate, the 2025 respondents are on average slightly more confident than they were in 2024. This is particularly so when they are asked to view the outlook on a 5-year time horizon. Indeed, we have to go back to the 2014 survey to match the level of confidence seen today if one excludes the outlier optimism of 2021 when China operated under a zero- COVID policy and supplied the rest of the world.
Nonetheless, there are caveats and this annual report identifies the human, financial, and competitive challenges and expectations of Swiss companies active in China. In a new development, this year’s survey also aims to understand the differences in perception between managers responsible for Chinese operations at Head Offices and those running the businesses on the ground.
The 2025 survey results also supplies a variety of key insights, including:
• Long-term confidence is matched by stable investment intentions, with about 50% of respondents identifying China as a top-3 market for investment. This is the case both for managers of subsidiaries and those at headquarters.
• The competitive environment has changed dramatically over the last three years with Chinese companies increasingly competing on quality, technological innovation, and brand recognition.
• With the exception of increasing Chinese pressure to produce locally, Swiss companies describe a more level playing field. They also have more confidence that they can win legal disputes in China.
This report also includes the first systematic study of Chinese enterprises and institutions operating in Switzerland. The Chinese Business in Switzerland 2025 research project mirrors the Swiss Business in China survey and combines a structured questionnaire enriched with in-depth interviews. Key Insights include:
• Switzerland serves as a strategic foothold, not just a profit center.
• “Light capital, strong management” is the right approach for mature markets.
• Cross-cultural, dual-context talent is a critical bottleneck.
Language
English
HSG Classification
contribution to practical use / society
Book title
The Swiss Business in China Survey 2025
Publisher
Seismo Verlag AG
Publisher place
Zurich
Subject(s)
Division(s)
File(s)![Thumbnail Image]()
Name
Swiss-in-China_Survey 2025.pdf
Size
9.67 MB
Format
Adobe PDF
Checksum (MD5)
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