I would say that China is doing something that all the major powers do, which is that it is trying to change international opinion to suit its interests. However, most of the major western powers use public diplomacy, while China, thinking like Sun Tzu, one of the great Chinese strategists, is trying to win without fighting. That means that China is using much more subtle means, given that it obviously does not attract a consensus in a large segment of western opinion. This is obviously a question that should be examined further.
However, I believe that the West is starting under a handicap in addressing the China question. For example, the discussion of the Chinese threat in recent years in the West has essentially revolved around issues relating to nuisance power or persuasive power.