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Sales to China

Quintessence of distribution strategy.

“I have the system of pipes, all you have to do is give me good water.”

Product = water

A verbatim quote, a simply formulated expectation of a Chinese distributor in terms of being able to access numerous distribution channels in China with a good product.

Right away we must apologise.
On this site you won’t find any fluff about how great China is and how effortless selling there can be.

We won't sugarcoat it, because it's better for everyone. If the change of mentality is too painful for you, feel free to visit other sites.

We know how to sell to China because we’ve gone through many cases. We know the taste of triumph, but also the taste of failure and having to explain yourself to a client. We prefer the former.

What counts: product, secondly - product and thirdly product - produkt

,,If your product is good, you don’t need to search for me, I will come to you.”

THE WORDS OF A CHINESE CUSTOMER. THE ESSENCE OF PRODUCT STRATEGY.

When offering a product to a Chinese partner, remember that it is the Chinese partner who has to conclude that you have a good product worthy of interest. It doesn't matter what you think about your product, what matters is what the Chinese entrepreneur recognises.

To launch a product, you actually have to sell it twice.. Complicated? Let us explain.
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When a distributor decides to take your product to China, they will analyse it holistically and assess the chances of a good deal. Typically, after receiving samples, they will discuss the full range with their network of customers to decide whether or not to go ahead with distribution. The first sale is achieved when he says 'yes'.

Jeśli stwierdzi, że masz dobry produkt, rozpoczną się negocjacje. Jeśli podpiszesz umowę, możesz uznać, że symbolicznie “sprzedałeś” produkt po raz pierwszy.

The second sale is when the product gets into the hands of the end customer. The condition in which it arrives, how it is received, or if there are any problems, determines whether the distributor will repeat the order.

Based on our experience, we have taken the view that the third delivery is the first success on the market. A good start to a long market journey.

Good product

The most important thing is the product, understood as a holistic whole, which constitutes an attractive market value of the offer

product itself
01
PRODUCT
BRAND VALUE
02
COMPANY
LEGACY
03
PACKAGING
04
MARKETING
IN CHINA
05
QUALITY OF
COLLABORATION
06
01. product itself
02. PRODUCT BRAND VALUE
03. COMPANY LEGACY
04. PACKAGING
05. MARKETING IN CHINA
06. QUALITY OF COLLABORATION

If your offering meets most of these criteria, you have a go§od chance of success in China.

Do you need advice on any of these aspects?

Are you aware of and accepting of China's differences, and have you given up moralising to the Chinese in the style of "and in our Europe".

Do you state
you have a good
PROduct?

You have excellent control over the production process and the quality of the product, during the post-production phase and throughout the shelf life / period of use.

You have developed
already
concept
of cooperation
with the Chinese?

Are you ready
to sell it to China?

Are you interested
in having representation
branch office in China?

Are you looking
for support
or tips?

Did you know that selling to China is a difficult, multi-year, budget-intensive project, not an afternoon idea to make targets because you're short of your quarterly bonus?

Or do you have another need? Let us know!

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Three main sales channels for imported products

MODEL OF IMPORT
Traditional Import

  • Product crosses the Chinese customs border in a traditional manner.

  • Product is stored in a warehouse within mainland China.

  • Product must meet Chinese product standards to be approved for sale.

  • Product must have a Chinese label.

CROSS-BORDER (CBEC)

  • Cross-border trade: the product is stored in a cross-border warehouse.

  • Consumer product does not need to meet Chinese product standards to be approved for sale.

  • Product does not require a Chinese label. Moreover, the original label does not even need to be in English (it can be in Polish, Hungarian, or any other language).

SALES MODEL
B2B Offline or Online
B2C Offline or Online
Exclusively B2C and Online Only

  • Sales are exclusively B2C between a supplier outside mainland China and a Chinese consumer. Sales are conducted through special CBEC platforms, e.g., Tmall Global, JD.

Read articles from the category: SALES

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WOFE incorporation
Recruitment
Import from China
Website development
your company in social media
representative office in China
FAQ

Frequently asked questions

Not finding the answer to your questions? Contact us.

CHECK MORE
How to Find Clients in China the Easiest Way?
Do Chinese Still Need Imported Products?
Why Is It Important to Adapt Products to Chinese Market?
What Is the Biggest Challenge in Exporting to China?
Why Do Chinese Partners Expect High Operational Efficiency?
What Mistakes Do Manufacturers Most Often Make in Business with Chinese Importers?

product itself

For a product to have a chance in the market, it has to be good in itself . It has to have all the rational aspects that will create demand in China. This is a very profound concept. A product simply has to be tailored to the target market: to consumer habits, to the sales channel, or even to the climate. The evaluation of a product can be both subjective and objective.

Let's take a chocolate bar as an example. First, it must taste good. Taste and culinary sensations are subjective, although certain assumptions can be made about a given product in advance. For example, its size, calorie density ("heaviness") or sweetness may be higher if sold in the northern, Siberian regions of China, while the same format and flavour may be unacceptable to customers in the warmer southern parts of China, where heavy, calorie-rich and overly sweet foods may not be approved. A similar situation applies to a box of biscuits.

These same products also have characteristics that can be objectively assessed. For example, the temperature resistance of chocolate, the durability of biscuits during transport, or the resistance to moisture from producer to consumer are such qualities. These are not up for debate. If a product cannot maintain its parameters under typical market conditions (delivery methods, climatic conditions), it is not suitable for sale.

  • good product is one that is tailored to the market

  • when designing a product, the cultural context must be considered

  • in China, due to the country’s size, expectations for the same product can vary across different regions

  • It cannot be assumed that a product that performs well in Europe will automatically be a hit in China.

The quality of the product itself is usually tested at the distributor prospection stage. An ambitious manufacturer should be very open to critical feedback, even if it may bruise their ego - especially if the product has already performed well in many markets or has been a bestseller in their portfolio. None of this matters if the Chinese customer does not see the value of the product in itself. Unless the market accepts it, a good product has no chance in business.

In summary, a good product is one whose taste, performance, technical parameters and stability over time, together with features that satisfy the expectations of the Chinese customer, have a chance in the market - provided it has the other qualities described on this page.

PRODUCT BRAND VALUE

The Chinese, especially the rapidly growing middle class, have always preferred products from well-known brands. Initially, they chose mainly foreign brands, refining all the visual elements of the product until Chinese brands became viable competitors. The reason was clear from the start - branded products were far superior to local quality.

A branded product is a guarantee of quality. Its visual appeal acts as a magnet for consumers. The ability to interact in a world of expensive products satisfies the need to belong to a group of successful consumers. This has to be seen in a cultural context - in China, social status is extremely important. But there is more to the power of branding than the social dimension. It is also the certainty that the product has been tested in many markets, especially in the most developed countries. And that means the product has been chosen by generations of discerning customers in other countries.

Strong branding is also a guarantee of quality, which is particularly important for Chinese consumers, who value proven brands. They are extremely sensitive to poor quality, and no wonder. For years, their local manufacturers have been selling low-quality products at home and abroad without proper branding - hence the need to experience quality. In addition, we must not forget that a company that cares about the brand, for obvious reasons, also cares about the quality of the product. Otherwise, there would be no point in investing in very expensive marketing.

  • in China, a strong brand with a long tradition is a very strong market asset

  • Chinese are very keen to choose branded products. Not only are they a symbol of social status, they are also a guarantee of quality

  • foreign producer will attract the interest of a Chinese distributor more easily if their brand is stronger in their domestic market and has better distribution

  • marketing costs in China are very high. Promotion costs in ecommerce are as high as 50%-60% of the retail price

It is much easier for manufacturers with a very strong brand in their home market, with good international distribution, to enter China. Of course, the wider the reach of the brand beyond the home market, the better. Such a brand will find a distributor much faster than a brand with less strength. A manufacturer without a good brand, good consistent branding, will of course have sales opportunities, but will not get a fair price.

Marketing costs are enormous in China. This is due to the potential of the market and the resulting cut-throat competition for customers. The era of e-commerce has not changed the cost of advertising - offline advertising costs have been replaced by online marketing costs and high-profile influencers.

COMPANY LEGACY

Company legacy is like a powerful pillar of a good business, ensuring stability, business confidence, and higher margins—for both the company and its clients. Chinese consumers value companies with a long history because they associate them with reliability. Such organizations inspire greater trust, which translates into a willingness among distributors to invest in cooperation.

Collaborating with a company with a strong legacy is seen in China as a symbol of prestige. The Chinese pay attention to how long a company has been operating in the market, as it reflects its durability and quality. Distributing products from such brands gives companies a sense that they are choosing something exceptional, which enhances their status within the industry.

Company legacy also signifies that a business can withstand changes and adapt to new conditions. Brands that have operated globally for years have proven their ability to evolve while maintaining quality. For Chinese clients, this is evidence that the products of such companies will continue to meet their expectations.

  • companies with a long history serve as a unique guarantee of business stability and market success for business partners

  • company’s legacy is proof of its ability to adapt and evolve

  • organizations with a strong legacy often act as patrons of art, science, or innovation

Another key element is effective management, which has built the company’s position over the years. Companies with a rich legacy often have proven strategies and leadership teams capable of navigating changing market conditions.

Companies rooted in the market for decades often act as patrons, supporting culture, art, or innovation, further strengthening their position. Such involvement demonstrates that a company cares not only about sales but also about the development of the communities in the markets it operates in. Today, even in China, such actions enhance trust in the brand and establish it as a responsible entity that gives back a portion of its benefits to society.

PACKAGING

Packaging – perhaps one of the most underrated features of a product by foreign producers aiming to export to China. Let’s be clear: packaging is a key element that both sells and protects a product in China. To understand its role, two fundamental aspects must be recognized. The first is the intensity of Chinese streets, stores, and the internet—an intensity of saturated colors, forms, and design. A dull, uninspired product design will be relegated to the corner of the forgotten.

This primarily applies to consumer products. The second aspect, the technical quality of packaging, is critical for all types of products. The geographic distance, the number of handling points the product must endure from the factory to the end customer, the culture of cargo handling, and the demands of the climate pose significant challenges for packaging engineers.

Packaging design must align with market realities. Let’s take consumer products sold via e-commerce as an example. If the packaging cannot withstand the rigors of transport and the product doesn’t arrive in perfect condition, consumers will leave lower ratings for the store. The platform’s algorithm will note this, and over time, the product or store will drop in search rankings. Ultimately, poor product ratings lead to lower scores for the platform itself, which, in the eyes of consumers, seems unable to ensure proper delivery. Everyone loses.

  • packaging is a crucial element of the product, primarily designed to grab the consumer’s attention

  • when designing protective and technical packaging parameters, logistics and climatic factors must be taken into account—the distance it must travel from the factory to the customer, the number of handling points, and the climate conditions it must endure

  • Chinese consumers pay far more attention to packaging than Europeans

Packaging is not just the outer shell of a product. The design and aesthetics of the packaging are the first things a customer notices. A product must attract attention and stand out from the competition. The Chinese market values modern, well-thought-out designs that reflect the quality and value of the product. In the Chinese context, the aesthetics of packaging often take precedence over the product itself.

Finally, packaging is a tool for building a brand and communicating with the consumer. How a product is packaged often determines whether a customer will trust the company and choose it from among the many other producers. Let’s not forget—in contrast to Europe, in China, well-designed, durable packaging gives a product significantly better market prospects.

MARKETING IN CHINA

Marketing in China plays an absolutely critical role, as Chinese consumers are highly engaged in the purchasing process. They love to keep up to date, follow trends, actively respond to advertising and enthusiastically 'consume' brand marketing. In a culture of rapidly changing trends and hyper-competition, effectively reaching the customer is one of the most crucial elements of success.

According to market research, Chinese consumers need at least several touchpoints with a brand before deciding to make a purchase. This stems from a cultural inclination toward thoroughly researching a product before making a buying decision. These touchpoints are mainly concentrated in digital channels. This is why producers even invest in advertising videos for seemingly trivial products, such as an electric extension cord, which “welcomes” consumers on popular e-commerce platforms. Presence on Chinese social media, such as WeChat, Weibo, and Douyin, is essential for building nationwide reach.

In recent years, there has been significant media coverage about companies collaborating with influencers (referred to as KOLs in China), primarily due to the astronomically high fees they charge and the fortunes they have amassed.

  • Chinese consumers love to “consume” a brand’s full, rich marketing, which helps them understand the product better

  • brand’s presence on Chinese social media platforms such as WeChat, Weibo, or Douyin is essential for building broad reach and customer trust

  • influencers (KOLs) are viewed as authorities by the Chinese. Their recommendations are trusted more than traditional advertisements

  • marketing in China is a highly complex process that should not rely solely on a single channel or campaign. Marketing costs are prohibitively high, which is why it’s worth considering a strategy for promoting an entire sector from a given country

KOLs are also promoters of specialized and technical products. However, influencers in specific fields need to have a high level of expertise, hold appropriate positions, and possess academic qualifications. Without these traits, an influencer promoting, for example, pet supplements or dental products, would fail to convince a professional audience and sell such items effectively.

Marketing in China is a multidimensional challenge. To be effective, it cannot be limited to a single communication channel (e.g., a website or official company social media accounts). Chinese customers and consumers will not be satisfied with a one-time promotional campaign. Due to the enormous marketing costs, potential Chinese importers often demand exclusive distribution rights and marketing support from foreign producers.

QUALITY OF COLLABORATION

Only genuine, partnership-based collaboration, rooted in full acceptance of the unique characteristics of Chinese business practices and supported by the engagement of the Chinese importer, serves as the foundation for success in this market. Without these two elements, achieving long-term success is difficult. A producer who tries to teach the importer “European” truths and methods will quickly lose their interest, even with a good product. On the other hand, an importer who makes impossible promises, changes plans, and provides no genuine feedback will also exhaust the producer’s patience.

The first sale is only the beginning of the journey to success. While the importer’s approach is beyond the producer’s control, the engagement of the producer and their team is not. Many projects fail due to reasons such as product issues, a lack of understanding of Chinese culture, insufficient support, or operational errors.

Respect for Chinese market and cultural norms is crucial. This market operates under unique principles, and ignoring them can lead to misunderstandings. Producers must adapt to cultural differences to build lasting relationships. Assuming that an importer is no longer interested in further sales after signing a contract is mistaken—they want to do business but may face obstacles they cannot handle, with the source of these challenges potentially lying with the market or the producer.

  • producer who decides to sell in China must be ready to shift many paradigms

  • hyper-competitive Chinese market mercilessly exposes and weakens operational errors by producers

  • biggest mistakes in working with Chinese importers include underestimating Chinese culture, attempting to impose European truths and solutions, and failing to adapt quickly

Many producers do not fully understand how different China is from Europe. Remote sales do not deliver the expected results. A local representative can much more effectively support the achievement of goals and gather key information through constant contact with the importer than email correspondence alone allows. However, the issue may lie in the producer’s willingness to accept feedback from China—and experience shows that they are not always ready for it.

Improving the product and the producer’s operational processes is a critical aspect of collaboration. Chinese partners expect quick decisions and responses to product issues and imperfections. They expect a producer wanting to sell in China to demonstrate agility and adapt to dynamically changing market conditions. Understanding that what was true yesterday may no longer apply today is essential. Exporting to China is a joint project between the producer and the importer, not merely a transaction where the producer waits with ready invoices.

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