In terms of numbers and volume of meat produced, the Chinese beef industry is one of the largest in the world. Development of the industry has only occurred within the last thirty years, and despite extensive cross-breeding programs with imported breeds, performance of Chinese cattle is low, and the industry is still subject to traditional farming methods. This study looks at the Australian-developed genetic evaluation system BREEDPLAN, which is regarded worldwide as one of the best systems for assisting with selection of beef cattle for increased performance by evaluating genetics and identifying superior animals, and asks if BREEDPLAN can be successfully applied to the Chinese beef industry. Issues discussed include the complementarity of BREEDPLAN to existing Chinese breeding programs and the benefits of BREEDPLAN if introduced, as well as opportunities for Australians to provide consultancy services to facilitate introduction. The marketing of Australian genetic material in China, and cross-cultural marketing issues are also considered. Field research was conducted in China using itinerant interviews and observational research, together with unstructured, informal interviews and discussions with Australian beef industry experts. It is found that breed improvement programs in China are controlled by the Ministry of Agriculture, and management practises within the government-run herds make them eminently suitable for the application of BREEDPLAN. The objective measurements of BREEDPLAN would provide observable genetic gain, resulting in increased industry productivity and profitability. In addition, it is found that a need exists within the Chinese beef industry for consultants not only with expertise and knowledge about BREEDPLAN, but also with an understanding of Chinese language and culture, which would be an advantage for dealing with cross-cultural difficulties. Market opportunities for Australian genetic material are considerable, but not unlimited, and further research is required to assess the size of the market. It is recommended that immediate steps be taken to introduce BREEDPLAN to the Chinese beef industry.