In 2007 the United States economy was down and its people were depressed and pessimistic. But in China, businesses were growing, restaurants were crowded, and people, including Casey Xiao-Morris, were optimistic.
Casey was also restless. Having worked for several companies in the US and China managing their international businesses, and after hearing comments like, “China is just America’s manufacturer” over and over again, Casey wanted to do something to show the world that China was a vibrant, growing market, anxious for high quality goods and Western brands. An entrepreneur at heart, she also wanted to work for herself.
With her unique combination of experience, language, and contacts, and encouraged by her boss, Casey founded Leverage China in 2008. She based the company on a game-changing idea: that she could change the way American companies thought about doing business with China from seeing it as a manufacturer to seeing it as a huge, untapped market.
For decades, U.S. trade with China was limited to importing cheap products. At a time when US businesses were looking abroad for growth opportunities, China wasn’t on anyone’s radar. But Casey, with decades of experience in international business, recognized that China was changing, that there was tremendous growth in the middle and upper classes that would lead to huge demand and lots of opportunity for foreign manufacturers.
Today Leverage China is a leader in helping companies new to China understand the market, avoid costly mistakes, and sell successfully. Leverage China also works with companies already doing business in China to improve their performance and launch new initiatives.
Casey Xiao-Morris, founder and owner of Leverage China, LLC, was born and raised in the beautiful beach city of Dalian, Liaoning Province, China. From a young age, living on a major seaport instilled in her a love of international commerce, which is still her greatest passion. She came to the United States 18 years ago and completed her MBA at California State University shortly thereafter.
Since founding Leverage China in 2008, Casey has used her decades of international business experience to help American companies navigate their expansions into China’s emerging markets. Her tailored approach takes the needs and resources of each business into account, creating unique strategies that have helped a range of companies from small to Fortune 50 corporation.
Casey excels in helping clients close gaps to build strong, lasting partnerships between companies, even across distant borders and varying cultures. Casey focuses her efforts on ensuring that her clients’ market entries are strategic, seamless, successful and fast. Using a network of connections with local distributors and with the help of an effective team based in China, she is in an unmatched position to facilitate your company’s entry into China.
Casey has been a valuable asset to helping us navigate the live shopping business in China. Her insight, relationships and skillset has helped us launch our first successful DIY product in China. She is incredibly detailed, thoughtful and really understands how to take an opportunity and transform into a reality”
– by Robin Behar, Owner of In Clover Marketing
Casey is extremely knowledgeable about international business – how it is done and its opportunities and pitfalls. Her work at Human Touch was extremely high quality and she managed tens of millions of $s of product importation into not only the USA but also 28 other countries. If you are considering exporting or importing, especially to or from the Far East, Casey will help you in both a strategic and practical way”
– by Nicholas Gibbons, Managing Director International Division, Human Touch LLC