Export to China: where should I start?

China is a key market for exporting businesses in the world

Exporting to China can be a lucrative but complex adventure in 2024 (not easy at all)

10-step guide to successfully entering the Chinese market, with a focus on marketing to find a distributor:

1. Analyze Distribution Channels: Study how similar products are being distributed in China. Look at the distribution channels used by your competitors and analyze their effectiveness.
2. Participate in Industry-Specific Trade Shows: Attend trade shows in China that are specific to your industry.
3. Leverage Online Marketplaces: Utilize established Chinese B2B online platforms like baidu B2B Alibaba or marcopolo to connect with potential distributors.
4. Utilize online Resources: Engage with professional agency that offer resources and networking opportunities for finding distributors in China.
5. Employ Strategic Social Media Marketing: Target potential distributors and industry influencers through Chinese social media platforms like WeChat , red etc
6. Offer Incentives: Develop attractive incentive programs for distributors, including discounts, marketing support, and exclusive rights options to encourage them to partner with you.
7. Create Tailored Materials: Develop marketing materials specifically for the Chinese market that resonate with local cultural nuances and business practices.
8. Negotiate : Be prepared to negotiate terms that are favorable yet competitive to attract and retain reliable distributors.
9. Clear Communication : Set up effective, clear communication channels to manage relationships with Chinese distributors, ensuring all parties are aligned.
10. Reputation: Continuously monitor your ereputation, super important to develop your distribution strategy

Each year, the Chinese consumer base is increasing. They are now purchasing more than ever before. China’s consumer market is expected to increase by around 12% each year in US dollars, reaching an estimated $8.4 trillion in 2022. The new wealthier generation spends a lot. They enjoy luxury products, travel, and a glass of imported wine.

The Chinese economy is on the rise

This market has huge potential. Chinese consumers are extremely fond of western brands and the rising demand for imported goods.

An Reuters poll of analysts released Jan. 13 predicted that China’s economy will grow 5.2% by 2022, according to a poll.

At the opening of the annual parliament meeting, in March, the government will reveal a growth goal for 2022.

Zhu stated that he was confident that China’s economy will grow at around 5.5% by 2022. He also said that 5-6% potential economic growth was possible.

China Top importation

A Practical Guide to Exporting Your Products to China in 2026

• Electrical machinery, equipment: US$548.7 billion
• Mineral fuels including oil: $267.6 billion
• Machinery including computers: $192 billion
• Ores, slag, ash: $180 billion
• Optical, technical, medical apparatus: $99.1 billion
• Vehicles: $74 billion
• Plastics, plastic articles: $71 billion
• Copper: $48.5 billion
• Organic chemicals: $45.6 billion
• Oil seeds: $45 billion

China had to be restrained in its monetary and fiscal policies for 2021, Li stated during Friday’s event hosted by China’s State Council Information Office.

China’s cabinet has committed to speeding up the issuance of local government special bonds in order to boost investment. Meanwhile, the finance ministry issued 1.46 trillion Yuan ($230.26 million)in the 2022 advance quote for local special bonds.

Chinese shoppers tend to use the “popularity”, and “total sale” rankings on online shopping platforms to find reliable sellers. These rankings are largely boosted by aggressive internet marketing or word of mouth.

Marketing is key to exporting in China

Chinese customers are passionate about leaving reviews for products they purchase online. Online reviews are a major factor in converting visitors to sales. Online maintenance is key to selling products online in China. You will be able to outperform thousands of other small players on a large online platform like Taobao by having a dedicated customer support and marketing team.

Most businesses find it difficult to manage an international online store in another language. Working with a competent, committed service provider is key to your success. Online retail channels are growing rapidly and are more convenient for businesses to reach the Chinese market.

Work on your E-reputation before pitching distributors

E-reputation is crucial for finding distributors in China due to the high value placed on trust and credibility in the Chinese business environment. Here’s why:

1. Trust Building: A strong online reputation helps establish trust with potential business partners who often rely on online reviews and social media to assess the reliability and quality of foreign businesses.
2. Brand Perception: In the competitive Chinese market, a positive e-reputation differentiates your brand, enhancing its appeal to potential distributors who prefer to work with reputable companies to minimize their risk.
3. Consumer Influence: Distributors are keen on partnering with brands that have a positive image among consumers to ensure the success of their sales efforts. A good e-reputation indicates a favorable consumer perception, making the brand more attractive for distribution.
4. Social Proof: Positive feedback and ratings on social media platforms and online forums act as social proof, reinforcing the brand’s market position and reliability, which are key factors for distributors when choosing to partner with foreign brands.
5. Market Entry and Expansion: A robust e-reputation supports easier market entry and expansion efforts, as distributors are more likely to engage with brands that are viewed favorably in the public eye and by peer networks.

Maintaining a strong e-reputation in China requires active management of online presence, engagement with customers, and addressing any negative feedback promptly to foster a positive brand image.

Cross-border : An entry point to China for foreign companies

Cross-border Chinese retail has never been better. Tmall & Jingdong (JD), the largest player, has a strong infrastructure.

Cross-border eCommerce platforms enable brands to sell online even if they don’t have a physical presence there (which is quite complicated!).

Brands can set up shops on China’s cross-border platforms to make use of Chinese payment methods and the delivery infrastructure provided by many of these platforms. These platforms make it easy for foreign brands to adapt their approach to Chinese eCommerce to the needs of their target market. This is a great way to get started on your China dream.

However, you need to create a marketing strategy to attract qualified traffic to your store and convert this traffic into sales. A strong brand is essential for success. You may be able to get the same exposure as other brands, but your conversion rate will not be high enough.

China E-Commerce has two key points to keep in mind: Traffic Acquisition, and Conversion Rate.

• Tmall: The fastest way to sell and export in China
• Tmall.com is China’s largest online retailer of B2C products.
• This platform offers a large variety of products, including clothing, food, and luxury shoes.

It’s difficult to sell on Tmall for many reasons.

Tmall accepts only brands that are well-known in China. Tmall Global (the trans-border part of Tmall ) targets companies with at least two years of experience and annual sales exceeding 100 million RMB ($33 million).

Tmall Global has also chosen an invitation policy. Merchants can apply for accreditation to the third party (TP) or join the platform. Tmall Global has made it more difficult to set up a store. Tmall Global has just updated its website to target brands that are not well-known in China, and who want to test the market.

You can use the platform to increase traffic and sales by using a variety of marketing tools. You can also get a warehouse service, but you will need a Chinese address.

• You will need the following to open your Tmall business:
• A registered entity outside of China.
• Qualifications in Wholesale and Retail Sales Abroad
• Own the brand/agency.
• Stock the stock you need.
• Tmall’s costs are prohibitive for small players. To be successful, you will need to develop a strategy and determine the cost of your product.

1. Security deposit: 150,000 RMB, EUR 20,554.
2. Technical costs: RMB 35,000 (EUR 4110), and RMB 60,000, (EUR 82214), per annum, depending on the type of store.
3. Commission: 0.5% to 5.5% depending on store type. Alipay fee 1%
4. JD Global: Cross-border eCommerce Solution in China
5. JD is China’s 2nd largest online direct selling platform. It owns and operates seven execution centers and 166 warehouses in 44 different cities.

Foreign brands can import their food, drinks, and footwear directly from other countries, just like Tmall. JD is a dominant player in certain areas, such as consumer electronics and home appliances.

JD also offers its Global system to foreign brands, which allows foreign traders and manufacturers to directly sell to Chinese consumers without having to have a Chinese address.

JD is an alternative to Tmall

JD Worldwide speaks a lot about its logistics networks, such as warehouses and next-day delivery programs. It also talks about its zero-tolerance policy for counterfeit products. This is an important issue in China.

You will need to meet different criteria in order to open your JD business. These criteria are very similar to Tmall’s.

To register for JD global, you need:

• A registered entity outside of China that has a capital greater than 500,000 RMB (EUR 67.908).
• Qualifications in Wholesale and Retail Sales Abroad
• Own the brand/agency you have authorized
• Stock the stock you need.

Franchise in China: a good option to develop fast.

Franchising: This allows suppliers to create a JD store, and then use JD warehouses for their products. JD takes all responsibility for customer service, storage, delivery, and delivery. This is good news for traders!

Business Partner License The seller has the ability to configure the store and complete the package in order to ship the order. JD will manage customer service and issue invoices.
Self Operation Partner A seller can sell on JD. The merchants must manage storage and delivery.

Your distribution strategy in China is important

Consider your distribution strategy carefully and reach out to potential partners. Canadian companies can jump into a Chinese venture without doing their research.

China Distribution: How to Find and Manage Distributors? (Done By expert)

Now I have enough real data to write the article. Let me compile it.

The 2026 market reality: what the data shows

China remains the world’s second-largest import market, a position it has held for 17 consecutive years. In 2025, total imports reached RMB 18.48 trillion (approximately USD 2.58 trillion), according to China Briefing. The cross-border e-commerce channel alone posted 15.5% growth that year, with the import segment of CBEC expanding steadily as Chinese consumers actively seek foreign products. Meanwhile, the government approved provisional lower tariff rates on 935 product categories starting January 2026, covering healthcare, consumer goods, and specialty food, a direct signal that Beijing wants more foreign goods on Chinese shelves, as confirmed by China’s State Council. For any foreign brand considering China, the entry window is open. The question is which door to use.

Two entry routes: CBEC versus traditional distribution

The first decision every exporting brand faces is structural: do you sell through China’s cross-border e-commerce (CBEC) system, or do you appoint a local distributor and enter the domestic market as a registered import?

CBEC is the faster path. Products ship from an overseas warehouse or a Chinese bonded zone directly to the end consumer. Under China’s current CBEC rules, purchases below RMB 5,000 per order (roughly USD 730) and below RMB 26,000 annually qualify for duty-free or reduced tax treatment, with most approved goods taxed at just 70% of standard VAT and tariff rates. The State Council has approved 165 comprehensive CBEC pilot zones across all mainland provinces, providing streamlined customs clearance and pre-clearance of goods in bonded warehouses. Brands can list on Tmall Global, JD Worldwide, or Douyin’s global commerce channel without needing a Chinese business entity, a local product registration, or a domestic import license. Today Tmall Global alone hosts over 46,000 foreign brands from 90 countries, according to GateKaizen’s 2025 CBEC guide.

The traditional distributor model is slower to set up but opens broader channels. A Chinese distributor holds the import permits, handles customs as a general trade import, and distributes products into physical retail, corporate sales, or domestic online stores. Products cleared through general trade can appear on any domestic platform without CBEC-specific restrictions on the product list. The trade-off: local distributors expect exclusive territory rights, they control pricing and retail relationships, and you lose direct visibility over your end customer. For categories like pharmaceuticals, fresh food, and certain cosmetics that require pre-market approval from the National Medical Products Administration (NMPA) or the Ministry of Agriculture, the distributor model is often the only legal path regardless of preference.

Most brands that succeed long-term in China run both channels in parallel. CBEC provides a fast market test and a direct consumer relationship. The distributor model adds physical retail depth and covers regulated categories. Starting with CBEC gives you sales data, consumer reviews, and brand recognition before committing to the higher cost and complexity of full domestic registration.

What Chinese consumers actually buy from abroad, and why

Understanding purchase motivation is not optional. A brand that enters China without this knowledge typically underprices its products, misreads its category, and burns through its launch budget with nothing to show for it.

The data is clear on consumer priorities. According to a NielsenIQ and JD Worldwide white paper, 56% of CBEC shoppers cite product quality and authentic foreign origin as their top purchase driver. Over one-third have increased their import spending in the past year. And over 80% of urban Chinese consumers express an active interest in buying foreign products. This is not a niche segment. It is the mainstream of China’s urban middle class.

The top CBEC import categories by volume break down as follows: beauty and personal care accounts for roughly 28% of imports, food and specialty produce for 15%, pharmaceuticals and health products for 14%, and infant formula and baby products for 13%. These numbers matter because category determines your regulatory path, your platform choice, and your marketing angle.

Ambie, a Japanese headphone brand, entered China through Tmall Global and within one year generated more revenue in China than in its home market. That result is not an anomaly. It reflects a structural dynamic: China has over 1.4 billion people, a rapidly growing middle class, and a cultural premium placed on imported goods as signals of quality and modernity. Brands that position their foreign origin as a feature, not a footnote, consistently outperform brands that try to look local.

The consumer journey in China is also distinctly social. Chinese buyers research products on Xiaohongshu (Little Red Book) before purchasing, watch live-streaming sessions on Douyin or Taobao Live, and read reviews aggregated within the same app where they check out. A foreign brand that lands on Tmall Global without any presence on Xiaohongshu or Douyin is invisible to the exact consumers most likely to convert. Digital visibility must precede, or at least run alongside, the e-commerce listing.

What changed between 2024 and 2026

Several structural shifts have reshaped the China entry playbook since 2024.

First, tariff policy moved in favor of importers. Starting January 2025 and again in January 2026, China applied provisional lower tariffs on 935 product categories. The 2026 plan specifically targeted healthcare, specialty consumer goods, and diagnostic products. This compresses the price gap between foreign imports and domestic alternatives, which means foreign brands no longer need to compete on cost. They can compete on quality and origin.

Second, the CBEC food safety framework tightened. In March 2025, the central government issued guidelines establishing a negative list for food imports via CBEC retail. Products from epidemic-affected regions and goods flagged for food safety risks are now formally excluded from the CBEC channel. This is a compliance risk for food brands that assumed CBEC was a way to skip Chinese food safety review entirely.

Third, platform dynamics shifted toward short video and live commerce. Douyin’s e-commerce arm posted double-digit growth in 2024 and 2025, pulling budget and attention away from Tmall and JD. Brands that entered China pre-2024 and built their presence exclusively around Tmall are now retrofitting a Douyin strategy. New entrants in 2025 and 2026 should treat Douyin as a primary channel from day one, not an afterthought.

Fourth, Chinese domestic brands have become more competitive across almost every category. In beauty, food, and health, local brands now match or exceed foreign brands on packaging quality, formula sophistication, and social media presence. Foreign origin remains a differentiation lever, but it no longer sells itself automatically. Positioning and storytelling matter more than they did in 2020.

Frequently asked questions

Do I need a Chinese company to start selling in China?

No, not if you use the CBEC channel. Cross-border e-commerce allows foreign brands to sell directly to Chinese consumers through platforms like Tmall Global, JD Worldwide, or Douyin’s global store without registering a Chinese legal entity. You ship from a foreign warehouse or store inventory in a Chinese bonded zone. The products are cleared as consumer imports, not domestic general trade, which means fewer pre-market regulatory approvals in most categories. You do need to register the brand on the platform, comply with Chinese labeling rules for CBEC products, and work within the positive product list. If you want to sell through physical retail or domestic Chinese e-commerce (not CBEC), you will need either a WFOE (wholly foreign-owned enterprise) or a local distributor holding the import license. Most brands starting out choose CBEC first, then assess whether the volume justifies setting up a domestic entity.

Which Chinese platform should I start with?

It depends on your category and your marketing budget. Tmall Global is the most established CBEC marketplace and works well for beauty, health, food, and lifestyle brands. It has over 46,000 foreign brands already listed, which means competition is real, but so is consumer trust. JD Worldwide is stronger for electronics, appliances, and products where logistics speed and authenticity guarantees matter most. Douyin’s e-commerce function is the fastest-growing channel and suits brands that can produce short-form video content and afford to run live-streaming sessions, either with their own team or through a local agency. Xiaohongshu (Little Red Book) is not primarily a transaction platform but it drives purchase intent more than any other app in China’s beauty, fashion, and wellness categories. Most brands benefit from having a Xiaohongshu presence for discovery even if the actual sale happens elsewhere. Start with one transaction platform and one content platform. Do not try to be everywhere at once.

How much does it cost to enter the Chinese market?

Costs vary widely depending on the entry model. A CBEC listing on Tmall Global requires a security deposit (typically USD 10,000 to 25,000 depending on category), an annual fee, and a commission on sales (between 2% and 5%). That is the platform cost alone. Add logistics (warehousing in a bonded zone, pick and pack, and last-mile delivery), Chinese-language content creation, and at least a basic digital marketing budget. A realistic minimum for a brand testing CBEC with modest marketing support is USD 30,000 to 50,000 for a six-month pilot. Traditional distributor entry has different cost structures. The distributor covers import logistics and local sales, but you typically fund joint marketing activities and sometimes contribute inventory on consignment. Neither model is free. The key question is not how to spend the minimum, but where to allocate budget for the highest probability of revenue in 12 months.

What are the biggest mistakes foreign brands make when entering China?

Four mistakes come up consistently. First, brands enter with their home-market packaging and no Chinese content, then wonder why conversion rates are low. Chinese consumers want to read the product in their language and understand the ingredients or benefits without guessing. Second, brands skip Xiaohongshu. No content presence means no organic discovery, and paid ads alone do not build the trust that Chinese consumers require before buying a brand they have never heard of. Third, brands appoint a single distributor with an exclusive nationwide contract and then have no leverage or visibility once sales stall. Exclusivity should be limited to a specific region or channel, and only extended once the distributor proves results. Fourth, brands price too low. Importing a premium foreign product and pricing it at parity with domestic alternatives signals to Chinese consumers that the product is not actually premium. Price is a quality signal in China. Set your RRP accordingly and protect it.

How to move forward

The China market is not self-service. Every decision, from platform choice to pricing to distributor selection, has downstream consequences that are hard to reverse once you have made commitments.

Start with a clear category audit: what regulatory path does your product require, CBEC or general trade? Then build your digital presence before you launch transactions. Xiaohongshu content, Baidu search visibility, and a WeChat brand account should be live before your Tmall store opens. On the e-commerce side, work with a specialist Tmall and Taobao agency that manages your store operations, inventory, and campaigns, because platform algorithms in China reward activity and penalize dormant stores. If you need a local distribution partner, use a structured process with clear KPIs. A distributor search service that pre-vets candidates saves months of wasted negotiation with partners who cannot deliver.

The brands that do well in China are not always the biggest. They are the most prepared. If you want to discuss your specific situation and get a clear entry plan, contact the team here.

Marcus Zhan is a China marketing specialist based in Shanghai. He covers digital marketing, consumer trends, and brand strategy for the Chinese market. Connect with him on LinkedIn to discuss your China export strategy.

Sources: China Briefing, China Import-Export 2025 full-year review | State Council of China, 2026 tariff adjustment announcement | GateKaizen, China CBEC 2025 guide | China Briefing, 2026 tariff schedule breakdown | NielsenIQ and JD Worldwide, 2024 white paper on cross-border import consumption trends