The purpose of the article is to gain a better understanding of SME (small to medium enterprise) in China and learn about their understanding of business consulting and whom they currently refer to when it comes to solving business related problems. An online survey was shared via platform and received 206 responses. We can show that most SME owners are not familiar with the concept of “consulting”, while the younger generation resorts to modern channels (WeChat) to gain access to information helping them to steer their business. Unlocking the full potential of this vast market will require new methods, patience and education of the potential clients. There is a chance for foreign consulting firms (except in the public sector) that will require new ways of approaching clients and new forms of delivering “knowledge”.