Purpose The purpose of this paper is to frame an empirical model with the priority of implementing soft critical successful factors (CSFs) of total quality management (TQM) in Chinese manufacturing companies. Design/methodology/approach In total, 23 hypotheses regarding the relationships among TQM factors and business results have been developed through literature review and are tested using the structural equation modelling (SEM). The data used in this study are collected from 228 manufacturing companies in the central area of China. Findings Of the 23 hypotheses, 11 were statistically significant, and according to the empirical results a conceptual framework complying to Chinese condition is constructed and discussed in the finding parts to group soft CSFs of TQM into different levels of importance. Research limitations/implications Researchers can use the framework to further study soft CSFs of TQM in detail, and extend it to explore their impact mechanism for a clearer and deeper understanding of the TQM. Practical implications The empirical framework for soft CSFs of TQM provides a new perspective for managers to implement the soft CSFs and optimise the quality management system of their manufacturing companies. Originality/value This research uses multiple, distinct indicators for each soft factor to test an elaborate SEM model of the relationships among them, according to the empirical results constructs a holistic framework classifying the importance level of soft CSFs of TQM, which is novel and subjected with Chinese condition and manufacturing characteristics.