When you dine out with your friends and families in a famous and popular Chinese restaurant, if you have not made a reservation, you probably need to wait for a long while. Before you get your table, you may have already lost your patience and run out of your conversation topics with your companies. You may feel helpless because there is nothing you can do but sit still and wait for your table. But if you happen to know someone in the restaurant, such as the owner, the manager, a captain, or even a waiter, you may use your social capital or <i>guanxi</i> to jump the line and get a table without the frustrating wait, while other customers waiting in line watch how this happens with envy. In Europe or the US, if a consumer uses the social relations to receive an advantage over other consumers, other consumers are more likely to feel angry than envious. To them, offering privileges to someone in your relational network is an unfair business practice. In China, you cannot connect to Chinese consumers without a nuanced understanding of social relation and how it works in business. According to an old Chinese saying: you can get benefits by knowing important people. Why is this the case? In the next segments, you will learn more about relationship building in China.