It is important to get involved in the Chinese business culture.
Get it wrong and you can devalue your brand and not get the prices you wished for. Building relationships can be done very easily around the dinner table by giving Face and showing that you relationship is warming.
As a westerner the Chinese will expect you to be well behaved and have good manors especially at the dinner
table. We always think of it like a game with a set of rules. Once you understand the rules doing business in China and doing business with the Chinese is quite straight forward.