New West Brom chief exec Martin Goodman says the club has a massive opportunity to cash in on their growing Chinese profile.
Each Premier League club's revenue is set to rocket this year after the £5.14billion TV deal comes into play, but Goodman says the key lies elsewhere.
He hopes Albion will soon start to benefit from more and more commercial deals in the Far East.
“The art for this business is to grow our non-media income because all the clubs get the media income," he said. “Let's call it around £100m for a mid-table team. The difference is, if a club has got £50m of non-media money they can do far more than a club that's got £30m.
“China is potentially a massive market for us and we are working with the ownership to determine the scale and opportunities that are there."
The former Stoke and Blackburn director has already been to Shanghai on two separate occasions to meet owner Guochuan Lai.
And he confirmed Albion's owner, who bought the club for £175m last summer, is happy with the way this season has gone.
“In the three months I have been here I have been to China twice to visit Mr Lai," he said. “And Mr Lai comes over for a number of games for a meeting when he is here in the UK. The lines of communications are pretty good.
“When I was there ten days ago he was over the moon with the performances of the team and the way things are going."