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…

In China, live stream e-commerce has exploded from a novelty into a revolutionary, multibillion-dollar force that is fundamentally reshaping the retail industry. This is not just a passing trend; it’s a mainstream phenomenon, with an overwhelming majority of China’s population having purchased goods via a live stream. This boom is fueled by a combination of tech-savvy consumers, a vibrant social culture, and the seamless integration of entertainment and shopping. For global brands and marketers, China’s live commerce revolution is impossible to ignore. It’s not just about the staggering scale, a market that surpassed $600 billion in 2023, but about the glimpse…

China’s Generation Z (born mid-1990s to 2010) is swiftly reshaping the luxury and fashion landscape.  Digital natives by upbringing, these young consumers demand a very different approach to Gen Z luxury China.  With a growing share of spending – Bain & Company projects China’s Gen Z will account for 20% of global luxury growth through 2025 – foreign brands cannot rely on status‐quo tactics.  Instead, they must craft luxury branding in China around Gen Z’s core values: authenticity, personalization, and social purpose.  This means moving beyond logo‐driven campaigns toward compelling storytelling on the platforms Gen Z inhabits.  In practice, brands…

As we step into 2025, Western businesses seeking opportunities in China can no longer ignore Rednote, also known as Xiaohongshu (小红书) or “Little Red Book.” With over 300 million active users, mostly young, affluent, and trend-driven consumers, Rednote offers an unparalleled gateway to China’s lucrative market. Unlike traditional e-commerce platforms like Tmall or JD.com, which are primarily transactional, Rednote combines the influence of social media with e-commerce capabilities, creating a uniquely powerful selling environment. The platform’s ecosystem is built on trust and authenticity. Users don’t come to Rednote to shop; they come for inspiration, product reviews, tutorials, and to discover new…