Entering the Chinese market requires a well-planned strategy. Western companies typically choose one (or both) of two main pathways: online e-commerce entry or offline B2B distribution entry. Below is a mini guide outlining the key steps, advantages, and challenges of each approach. E-Commerce Entry Pathway Entering via e-commerce means launching your brand on China’s booming online marketplaces and reaching consumers digitally. Key requirements and considerations include: Launching on Major Marketplaces: Establish an online storefront on leading Chinese e-commerce platforms. Top choices are Tmall Global (Alibaba’s platform for cross-border sales) and JD Worldwide (JD.com’s international platform), which give foreign brands direct access to China’s…

Douyin (TikTok’s Chinese counterpart) has evolved from a short-video app into one of the world’s most sophisticated marketing ecosystems. In 2025, it stands at the heart of China’s consumer internet, blending entertainment, shopping, and data-driven advertising. For any brand aiming to sell in China, mastering Douyin ads is now a strategic necessity rather than an experiment. This article explains how international marketers can design high-impact Douyin campaigns that combine creative storytelling, precise targeting, and cultural understanding to sell in Douyin’s dynamic digital marketplace. The 2025 Douyin Landscape By early 2025, Douyin reports over 700 million daily active users and around 1 billion…

Entering the Chinese market offers enormous potential, but many foreign brands stumble by underestimating the unique challenges of selling in China. Companies eager to sell in China often assume what worked elsewhere will work in the Chinese market, a costly error. To succeed, brands must navigate cultural nuances, complex regulations, and a fast-paced digital landscape. Below we outline the top seven mistakes foreign brands make when trying to establish themselves in China, and how to avoid these pitfalls. Mistake 1: Skipping Thorough Market Research and Planning One of the biggest errors is diving into China without sufficient market research. Brands may rely…

China’s e-commerce market in 2025 is a titan, accounting for nearly half of the world’s online retail transactions. It’s more than just big, it’s unique. China integrates online shopping with social media in a way that blurs the line between commerce and community. Consumers discover and buy products through interactive content, influencers, and super-apps, making online shopping an experience as much as a transaction. This vibrant ecosystem, coupled with a booming cross-border e-commerce market, has made China a golden gateway for global brands seeking to reach Chinese consumers. For international brands in China, a critical strategic decision is choosing the right…

Tmall (天猫) has become a premier gateway for international brands to reach Chinese consumers, offering access to a massive user base and a reputation for quality and authenticity. As of 2023, Tmall boasted over 877 million monthly users in China, a staggering market that medium-sized and large companies cannot ignore. However, figuring out how to sell on Tmall successfully is challenging: competition is fierce, consumer expectations are high, and the platform’s ecosystem is complex. To thrive on Tmall, brands need a strategic, data-driven approach to optimize their store for maximum visibility and conversion. In this article, we provide a step-by-step guide…

China’s market is vast but brand protection there is notoriously challenging. The country’s trademark system operates on a strict “first-to-file” basis, whoever registers a mark first gets the rights. This means that foreign brands must register their trademark in China early or risk losing control of their own name. In practice, many international companies have found local squatters registering their marks or facing counterfeiters selling knock-offs. Without a registered mark, a foreign brand could be shut out of key channels, confusing consumers and damaging reputation. In short, proactive brand protection is not optional but essential for successful Chinese market entry. The…

China’s cross-border e-commerce (CBEC) market is massive and still growing. In 2023, China’s CBEC import-export value hit about RMB 2.38 trillion (US$331 billion). Roughly 188 million Chinese consumers (about 80% of urban shoppers) now buy imported goods online, making CBEC “a major sales channel for foreign brands targeting Chinese buyers”. These trends mean China accounted for nearly half of global e-commerce sales by 2023. To fuel this growth, the government offers incentives: for example, under China’s CBEC retail import scheme most orders below ¥5,000 (~US$730) are duty-free. However, succeeding in this market requires more than low prices.  Chinese customers demand premium service, studies show…

China is no longer just the world’s factory, it’s now one of the world’s most dynamic consumer markets. As global trade patterns shift (particularly after the April 2025 U.S. tariffs on Chinese goods), many international businesses are rethinking their go-to-market strategies. For brands looking to diversify revenue and reach new audiences, selling directly to Chinese consumers through Tmall is an increasingly compelling move. Whether you’re a growing DTC brand or an established player with international ambitions, Tmall Global offers a relatively low-barrier path into China’s digital ecosystem. But success requires more than just opening a storefront; you’ll need a strategic…

Digital payments dominate everyday life in China, and foreign sellers who aim to tap this market must adapt. Chinese consumers overwhelmingly prefer paying in RMB via local platforms and rarely have international credit cards. In fact, Visa/Mastercard are rare in China, as nearly everyone uses Alipay or WeChat Pay on their phones. For a foreign merchant, this means offering these familiar payment methods and understanding how to settle funds in RMB. Adopting China-friendly payment gateways like Alipay and WeChat Pay will reduce friction at checkout, boosting trust and conversion among Chinese customers. This article explains what foreign sellers need to know…

Expanding into China’s massive online retail market requires navigating complex cross-border logistics. Cross-border e-commerce (CBEC) has become a major channel for foreign brands to reach Chinese consumers, aided by streamlined customs procedures and tax incentives. A critical strategic decision for international sellers is choosing the right fulfillment model – typically either using a bonded warehouse in China or shipping orders directly from overseas to customers. Each model comes with distinct advantages and considerations affecting delivery speed, cost, customs compliance, and overall supply chain optimization. In this deep dive, we explain what bonded warehousing and direct international shipping entail, analyze their strategic…