Win the Chinese
Consumer, Platform by Platform
A market-intelligence expedition for export managers and international brands. Sit with the category managers of Alibaba, JD.com, Douyin, Xiaohongshu and Baidu, the people moving your category right now.
Our last consumer & e-commerce expedition, by the numbers
For brands that sell,
or want to sell, to China
Practical market intelligence over theory, from the people on the front line of category growth on China's biggest platforms.
Who it's for
Export managers, international FMCG, food & beverage and lifestyle brands, and trade agencies selling to Chinese consumers or preparing to.
The typical ask
Direct access to the category managers and ecosystem leaders of Alibaba, JD.com, Douyin, Xiaohongshu and Baidu, and up-to-date insight into consumer behaviour, algorithms and competitors in your category.
The goal
A sharper China strategy built on first-hand market intelligence, realistic marketing budgets, and local partners who can execute it.
The platforms and retailers
behind your category
Meetings are matched to your category. Platforms, retailers and institutions our consumer delegations work with:
B2C & B2B category managers
Category & brand account managers
International brand accounts
Brand accounts & KOL community
Search, SEO & AI marketing
Local services & delivery platform
WeChat ecosystem & mini-programs
New-retail supermarkets
Wholesale & imported food
Institutional support for exporters
Spain Food Nation Summit
Food & beverage trade fair
A sample route & sessions
Beijing → Yangtze River Delta. Platform headquarters, institutional support and an FMCG incubator. This is an example from a past expedition. Every bespoke route is designed around your own agenda.
Beijing
- BeijingCompany visit: JD.com (Jingdong)
- BeijingCompany visit: Baidu headquarters
- BeijingCompany visit: Douyin (TikTok) headquarters
Yangtze River Delta
- ShanghaiCompany visit: Xiaohongshu (RedNote)
- HangzhouCompany visit: Alibaba
- ShanghaiInstitutional visit: New Zealand Trade and Enterprise
- ShanghaiFMCG incubator visit
Signature moments
Inside the ecosystem, not in front of it.
Inside the e-commerce giants
Category-level sessions at JD.com, Alibaba, Douyin, Xiaohongshu and Baidu: trends, competitors and what the algorithms reward.
Brands who've done it
Industry summits and panels where food and FMCG exporters share what works in China, from pricing to platform choice.
Partners to act on it
Institutional briefings and introductions to accounting, HR, recruitment and marketing partners, so your strategy can be executed.
How are Chinese platforms reshaping consumer behaviour faster than international brands can adapt?
China cannot be understood remotely. Expeditions compress years of fragmented learning into days of direct operational insight.
Strategic outcomes
Updated channel intelligence
- Consumer trends and competitor performance on Alibaba (Tmall) and JD.com B2C & B2B
- How Baidu's algorithms work and what good SEO requires
- Realistic budgets for Xiaohongshu KOL campaigns and Douyin marketing
- Trends across Chinese social platforms: Xiaohongshu and Douyin
Institutional partners
- Meetings with other FMCG brands from the ANZ region
- Their success stories, pain points and local partner networks
- Institutional support available in China for NZ brands
- Introductions to accounting, HR / recruitment and marketing partners
E-commerce key contacts
- 7 platform decision-makers met in your category
- Direct lines to category, brand-account and KOL community managers
- First-hand market feedback to shape the next years of strategy
On the ground with
previous delegations
Real moments from recent Gate Kaizen delegations. Tap any photo to view it full screen.
Built around your agenda
Strategic brief
We map your objectives, target sectors, companies and the decisions the trip has to inform.
Tailored agenda
We pre-screen and schedule the companies, decision-makers, factories and partners that match your brief.
On the ground
Senior bilingual guides, technical interpreters and all logistics handled, so your team can focus on the meetings.
Follow-through
Verified contacts, structured takeaways and introductions to keep the relationships moving afterwards.
Designed for
- Export & international sales managers
- FMCG and food & beverage brands
- Trade agencies and export councils
- Brand owners already selling cross-border
What is included
- Accommodation (4★ hotels, with breakfast)
- Domestic transport (high-speed trains, flights, vans)
- Corporate visits & official briefings
- Senior bilingual guides, technical & situational interpreters
- Meetings, workshops, and B2B matchmaking
- Welcome & closing dinners + scheduled meals
- Visa invitation letter & on-arrival assistance
- Travel insurance coverage, SIM & communications
- International flights
- Personal extra meals and expenses
- Visa costs (when applicable)
Explore other use cases
Selected use cases. See how four bespoke expeditions were built: the client’s ask, the route and sessions, and the goal behind each programme.
Download Use Cases (PDF)
Alberto Díaz
Founder & Expedition LeadWith years of on-the-ground expertise in the Chinese business ecosystem, Alberto opens doors rather than just planning itineraries. Every bespoke expedition is built personally around the client’s strategic agenda.
Connect on LinkedIn →Institutional & B2B partnerships
Partner with Gate Kaizen to offer high-value, co-branded learning expeditions to your members.
Frequently asked questions
Yes. Delegations meet category managers and brand account teams at Alibaba (Tmall), JD.com, Douyin (ByteDance) and Xiaohongshu (RED), and can add Baidu, Meituan, Tencent and retailers such as Hema and Metro China. Meetings are matched to your category.
Both. It is built for export managers and brands selling to Chinese consumers or preparing to, including brand owners already selling cross-border.
Yes. Industry summits and panels let food and FMCG exporters share what works in China, from pricing to platform choice, and you meet other brands about their success stories and local partner networks.
Yes. Expeditions include institutional briefings and introductions to accounting, HR, recruitment and marketing partners, so your strategy can be executed. Gate Kaizen’s China services can also support you after the trip.
A typical route covers Beijing (JD.com, Baidu, Douyin), Shanghai (Xiaohongshu, institutions, FMCG incubator) and Hangzhou (Alibaba, Tmall). Every route is designed around your agenda.
Verified contacts, structured takeaways and introductions to keep the relationships moving after the expedition.
Let’s design your expedition
Answer a few quick questions and our team will come back to you with a first route proposal for your group.
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