… One American entrepreneur in Shanghai is about to put the "Westerner takes on China" model to the test again. Tomorrow, Lucas Englehardt is launching Delivery Hero China, an aggregator site for food delivery services targeted at white-collar workers. Delivery Hero China is the second iteration of Englehardt's food business, which started life as Aimifan before the American sold it to German company Delivery Hero for an undisclosed sum.
Englehardt's approach to China, however, doesn't resemble the "import and adapt" strategy attempted by Google, eBay and friends. "It's nearly impossible to be successful here without speaking the language and having spent some serious time on the ground understanding the local tastes and landscape," says Englehardt, who has spent six years in the country, and longer learning the language. "Of course, foreigners will never understand these as well as locals, but it's been proven that it's definitely possible for foreigners to have success here with a strong local team."
Englehardt, 29, is the only foreigner on his 10-person team.
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