Selling Consumer Goods in China Made Simple

China is one of the most complex — and most rewarding — consumer markets in the world. For foreign brands, the appeal is undeniable: over 1.125 billion internet users, a fast-growing middle class, and a digital retail infrastructure that has no equal globally.^[2] Yet many brands enter without a clear plan and struggle to gain traction.

This guide breaks the process down into manageable steps. Whether you are a first-time market entrant or a brand looking to scale existing China operations, you will find concrete guidance on regulations, platform requirements, trademark protection, and cost planning — all updated for 2026.

At Yucheng IP Law (YCIP), we work directly with foreign brands navigating China’s legal and commercial landscape. This guide reflects the practical realities we see every day.

1. Why China Is Still the World’s Most Exciting Consumer Market in 2026

The Numbers That Make the Case

China’s consumer market is not slowing down. Total retail sales of consumer goods reached RMB 50.12 trillion (approximately USD 6.9 trillion) in 2025.^[1] That momentum has carried into 2026: from January to April alone, total retail sales hit RMB 16.49 trillion, with online retail reaching RMB 6.53 trillion — a 6.6% year-on-year increase.^[1]

Online retail’s share of total retail stood at 26.1% in 2025, confirming that digital commerce is the dominant channel for reaching Chinese consumers.^[1] And with 1.125 billion internet users as of December 2025, the addressable audience for any foreign brand is enormous.^[2]

Foreign Brands Are Still Entering — at Scale

The appetite among foreign brands to enter China shows no sign of fading. In 2025, 2,415 new overseas brands opened their first store in China via Tmall Global — a double-digit year-on-year increase.^[3] That works out to more than six new brands entering the market every single day.

This level of activity reflects real commercial confidence. Brands from Europe, North America, Southeast Asia, and beyond continue to see China as a strategic priority — not a market to defer. The barriers to entry have also become clearer and more navigable, especially for brands that understand the CBEC route discussed in Section 3 of this guide.

The Shift in Consumer Expectations

What has changed, however, is what Chinese consumers expect from foreign brands. Being international is no longer enough. International origin alone no longer guarantees trust. Today’s Chinese consumer prioritises relevance, consistency, and credibility over novelty.

This means a brand can no longer coast on its country of origin. It must invest in localisation — Chinese-language content, platform-appropriate marketing, and culturally resonant storytelling. Brands that ignore this shift find that awareness does not convert into sales. The commercial reality in 2026 is that a well-localised mid-tier brand will consistently outperform a globally recognised brand that has done nothing to adapt its messaging.

The Opportunity Is Real — But So Are the Stakes

China’s consumer market rewards brands that plan carefully and act decisively. It penalises those that enter without protecting their intellectual property, understanding platform rules, or complying with regulatory requirements. A brand that neglects to register its trademark in China before entering the market, for example, can find that a third party has already filed it — and enforcing your rights without a Chinese registration is extremely difficult. The sections that follow address each of these challenges in turn.

2. Know Before You Sell — The Regulatory Landscape

A Multi-Layered Legal Framework

Selling consumer goods in China means operating inside one of the world’s most comprehensive regulatory systems. There is no single law that governs everything. Instead, foreign brands must comply with overlapping rules covering e-commerce, product safety, consumer protection, advertising, and intellectual property.

Getting this right is not optional. In April 2026, China’s State Administration for Market Regulation (SAMR) fined seven major platforms — including Temu — a combined RMB 3.6 billion for food safety violations.^[4] This signals that enforcement is intensifying, and that both platforms and the brands selling on them face real consequences for non-compliance.

Key Laws Every Foreign Brand Must Know

The Enforcement Trend: Sharper and More Proactive

Chinese regulators have significantly stepped up enforcement in the platform and digital economy sector. SAMR’s RMB 3.6 billion fine across seven platforms in 2026 is not an isolated event — it is part of a broader regulatory posture that holds brands, platforms, and importers to higher accountability standards.^[4]

For foreign brands, this creates both a risk and an opportunity. The risk is clear: non-compliance can result in fines, product recalls, or delisting from major platforms. The opportunity is that brands that demonstrate compliance build trust with both regulators and consumers — a genuine competitive advantage in the current environment.

Legal Note — E-Commerce Law, Article 44: E-commerce platform operators who know or should know that business operators on their platforms are infringing upon intellectual property rights, and who fail to take necessary measures, shall bear joint liability with the infringing business operator.

Understanding this framework is the essential foundation for everything else in this guide. For a deeper look at how IP law intersects with China’s regulatory system, see our guide on China IP Compliance for Foreign Companies (2025).

3. Choose Your Entry Route — Cross-Border E-Commerce vs. Domestic Entity

Two Paths Into the Market

Foreign brands entering China face a fundamental strategic choice: sell through cross-border e-commerce (CBEC) without a local entity, or establish a domestic entity (Wholly Foreign-Owned Enterprise or Joint Venture) for a deeper market presence. The right answer depends on your product category, resources, risk appetite, and long-term goals.

Neither route is universally superior. Each involves different timelines, costs, regulatory obligations, and levels of brand control. Understanding the trade-offs clearly will save you significant time and money.

Side-by-Side Comparison

Understanding the CBEC Positive List

One of the most significant advantages of the CBEC route is the Positive List — a Ministry of Finance-approved list of product categories that may be imported via CBEC without the pre-market filings, registrations, or certifications required under general trade rules. As of 2026, the Positive List covers 1,476 product categories, encompassing most consumer goods including food and beverages, personal care products, and apparel.^[5]

However, not all products qualify. Pharmaceuticals, medical devices, and certain food categories may still require pre-market approval regardless of the sales channel. Always verify your product’s HS code eligibility before committing to the CBEC route.

Which Route Is Right for Your Brand?

CBEC is typically the right starting point for brands that are new to China, want to test demand with limited upfront investment, or sell products that sit comfortably within the Positive List. It offers the fastest path to revenue and allows you to gather real market data before committing to entity establishment.

A domestic entity makes more sense once you have validated demand, when your product category requires local registration, or when you want to build deeper consumer relationships, manage your own warehousing, and exercise greater control over your distribution network and IP enforcement.

Many brands use both routes simultaneously — CBEC for speed and testing, domestic entity for scale and brand depth. This is increasingly the standard playbook for mid-sized international brands entering China in 2026.

Legal Note — E-Commerce Law, Article 9: E-commerce operators include both those who sell through third-party platforms and those operating their own websites or applications. Regardless of the route chosen, all operators must comply with applicable market access rules, product quality standards, and consumer protection obligations.

For guidance on how your intellectual property strategy should adapt to your chosen entry route, see our article on Doing Business in China: How to Protect Your Intellectual Property.

[1] National Bureau of Statistics of China, Retail Sales of Consumer Goods Statistics, https://www.stats.gov.cn/english/. Source Role: Official government statistics body. Support Status: Supports. Relevance: Primary data source for China retail sales figures cited throughout this article.

[2] China Internet Network Information Center (CNNIC), Statistical Report on Internet Development in China, December 2025, https://www.cnnic.com.cn/. Source Role: Official government body report. Support Status: Supports. Relevance: Source for the 1.125 billion internet users figure.

[3] Alibaba Group / Tmall Global, 2025 Annual New Brand Insights, https://www.alibabagroup.com/. Source Role: Platform operator data. Support Status: Supports. Relevance: Source for 2,415 new overseas brands entering via Tmall Global in 2025.

[4] State Administration for Market Regulation (SAMR), Official Enforcement Announcement, April 2026, https://www.samr.gov.cn/. Source Role: Official government enforcement record. Support Status: Supports. Relevance: Source for the RMB 3.6 billion fine on seven platforms including Temu for food safety violations.

[5] Ministry of Finance of the PRC, List of Cross-Border E-Commerce Retail Imports (2026 Edition), https://www.mof.gov.cn/. Source Role: Official regulatory list. Support Status: Supports. Relevance: Source for the 1,476 CBEC Positive List product categories.

4. How to Sell on China’s Top Platforms — Tmall, JD.com, and Douyin

Why Platform Choice Matters More Than You Think

China’s e-commerce landscape is not a single marketplace. It is a collection of self-contained ecosystems, each with its own payment systems, advertising tools, logistics networks, consumer demographics, and — critically — its own rules for who can sell and how. Choosing the wrong platform, or applying without the right documentation, costs brands time and money they cannot recover.

The three dominant platforms for foreign brands entering via CBEC are Tmall Global, JD Worldwide, and Douyin Global Purchase. Each serves a distinct commercial purpose and attracts a different type of shopper. Understanding those differences before you apply is essential.

Tmall Global — The Premium Cross-Border Gateway

Tmall Global is operated by Alibaba and remains the most prestigious CBEC destination for foreign brands. It attracts consumers who are willing to pay a premium for verified international products. However, the application process is rigorous, and rejection rates are high for unprepared brands.

Core requirements for Tmall Global:

• Brand strength threshold: The brand must have offline retail presence in at least three countries, or annual global revenue exceeding USD 10–50 million (the exact threshold varies by product category).^[6]
• Trademark and brand proof: Overseas trademark registration certificates are mandatory, along with evidence of use — including website screenshots, product packaging, and retail receipts.
• Authorization chain: A complete, unbroken chain from the overseas headquarters to the regional entity to the China applicant, fully notarized and legalized at the relevant Chinese embassy or consulate. Any break in this chain triggers automatic rejection.
• Financial deposit: A deposit ranging from RMB 150,000 to RMB 1,000,000 depending on category risk level. Most countries benefited from a 50–70% deposit reduction introduced in 2025.^[6]

For qualified brands, Tmall Global approval times dropped to 20–45 days in 2025 — a significant improvement.^[6] However, over 40% of first-time applications are still rejected, primarily due to incomplete documentation or category mismatches.^[6] This is why many brands choose to work through an authorized Tmall Partner (TP), which we cover in Section 5.

JD.com — The Trust-First Domestic Platform

JD.com (Jingdong) operates on a different model. It is best known for its own-operated logistics and same-day or next-day delivery, which drives very high consumer trust scores. For brands selling domestically through a registered Chinese entity, JD.com’s domestic platform offers superior fulfilment performance compared to most competitors.

Key requirements for JD.com domestic platform:

• A registered Chinese entity is required — JD.com does not accept overseas-only applicants for its domestic marketplace.
• Registered capital of RMB 500,000 or above for the domestic platform.^[6]
• A valid trademark registration certificate (R-mark) or trademark acceptance notice (TM-mark) from CNIPA. JD.com will not onboard brands without this documentation.

JD Worldwide (京东国际) is JD’s CBEC equivalent and has similar documentation requirements to Tmall Global, though its consumer base skews slightly more towards electronics, health products, and premium household goods.

Douyin — The Live-Commerce Disruptor

Douyin (the Chinese version of TikTok) has transformed from a short-video platform into one of China’s fastest-growing retail channels. Its Douyin Global Purchase feature allows foreign brands to sell directly to Chinese consumers through live-streaming and short-video content without establishing a domestic entity.

For brands with strong visual products — fashion, beauty, food, lifestyle — Douyin’s algorithm-driven discovery model can generate rapid brand awareness at scale. A single well-executed live-stream with the right Key Opinion Leader (KOL) or Key Opinion Consumer (KOC) can sell out inventory within hours.

Important compliance requirements for Douyin commerce:

• All live-streaming promotional content must comply with China’s Advertising Law — claims must be accurate, and all paid promotions must be clearly labelled as “广告” (advertisement).
• Influencer partnerships must comply with the Measures for the Administration of Internet Live Marketing (2021), which places joint liability on both the platform and the brand for misleading content.
• Consumer protection rules — including the right of return within seven days for most goods — apply equally to Douyin sales.

For a deeper look at how to protect your brand on Chinese e-commerce platforms, including takedown procedures and monitoring tools, see our guide on E-Commerce IP Protection in China.

5. Should You Use a Local Partner? Distributors and TPs Explained

The Case for Local Partnership

The most common question we hear from foreign brands at the market-entry stage is not “which platform should I use?” — it is “do I really need a local partner?” The honest answer, in most cases, is yes. Not because it is legally required, but because the commercial and legal complexity of the Chinese market makes local expertise one of the most cost-effective investments a foreign brand can make.

A local partner — whether a Tmall Partner (TP), a distributor, or a joint venture partner — provides capabilities that take years to build independently. These include established platform relationships, warehousing and logistics infrastructure, consumer data, regulatory knowledge, and on-the-ground IP monitoring capacity.

What Is a Tmall Partner (TP) and Why Does It Matter?

A Tmall Partner (TP) is an Alibaba-authorised service provider that helps foreign brands apply for and operate Tmall and Tmall Global stores. Experienced TPs manage everything from application submission and documentation preparation to store design, inventory management, and marketing campaign execution.

The performance differential between TP-assisted and self-assisted applications is striking. Experienced TPs achieve a first-time application pass rate of 98% on Tmall Global — compared to significantly lower rates for brands applying independently.^[6] Given that a failed application means restarting the process from scratch and can delay market entry by months, the ROI on a good TP relationship is often immediate.

When selecting a TP, look for demonstrated experience in your product category, transparency around fee structures, and a track record of successful brand launches. Avoid TPs who promise unrealistic timelines or claim to have “insider connections” that bypass standard platform processes.

What a Local Distributor Brings to the Table

Beyond platform access, a local distributor provides three capabilities that are difficult for foreign brands to replicate from overseas:

• Regulatory navigation: Local distributors understand the nuances of GB labelling standards, product registration timelines, and SAMR filing requirements — details that can make or break a product launch.
• Consumer insight: They know what Chinese consumers value in 2026 — authenticity, quality storytelling, and value for money. This intelligence shapes everything from product selection to pricing strategy to marketing messaging.
• IP enforcement support: Partners on the ground can monitor marketplace listings for counterfeit activity, document infringements, and coordinate with local enforcement authorities far more effectively than a brand operating from overseas.

The Critical Warning: Protect Your IP in Every Partnership Agreement

Local partnerships create real legal risks if agreements are not properly structured. This is where many foreign brands make costly mistakes. A distribution or JV agreement that does not adequately address intellectual property can result in a partner registering trademarks in their own name, using your confidential information after the relationship ends, or claiming ownership of product improvements they developed while working with your brand.

Legal Note — Essential Clauses for Distribution and JV Agreements in China: Every distribution and joint venture agreement involving a foreign brand should explicitly address the following: (1) Trademark ownership — the agreement must state that all Chinese trademark registrations remain the sole property of the foreign brand; (2) Confidentiality obligations — covering trade secrets, product formulations, pricing, and customer data; (3) Governing law and jurisdiction — specifying whether disputes are resolved under Chinese law, the law of another jurisdiction, or through international arbitration (CIETAC is commonly used); (4) IP enforcement rights — granting or limiting the partner’s authority to take enforcement action on the brand’s behalf; (5) Ownership of new IP — any improvements, localised trademarks, or new inventions created during the partnership must be assigned to the foreign brand. A failure to address any one of these points creates a gap that can be exploited.

For a comprehensive guide to structuring IP-protective agreements with Chinese partners, see our resources on Managing IP in Chinese Joint Ventures and IP Licensing Agreement Best Practices in China. You may also want to review our guidance on NNN Agreements in China — a non-disclosure, non-use, and non-circumvention agreement that provides stronger protection than a standard NDA in the Chinese legal context.

6. Protect Your Brand — Trademarks, Product Liability, and Consumer Rights

China’s First-to-File System: Why Early Registration Is Non-Negotiable

China operates on a first-to-file trademark system. This means that the right to a trademark belongs to whoever files first — not to whoever used the mark first, and not to whoever is the “original” brand. Foreign brands that delay trademark registration in China routinely find that a third party — sometimes a competitor, sometimes a bad-faith squatter — has already filed their brand name, logo, or Chinese-character equivalent.^[7]

The consequences are severe. Without a registered Chinese trademark, you have limited legal recourse against infringers, you cannot record your IP with China Customs for border enforcement, and you may be forced to rebrand entirely for the Chinese market — at enormous cost. There are no exceptions to this rule. Every foreign brand entering China must register with CNIPA (China National Intellectual Property Administration) before or immediately upon market entry.

For a full walkthrough of the registration process and costs, see our China Trademark Registration Guide for Foreign Companies (2025) and our Complete Cost Guide to China Trademark Registration Fees.

The 2025 Draft Trademark Law Revision — Key Changes for Foreign Brands

China’s 2025 Draft Revision to the Trademark Law introduces several changes that directly affect foreign brands. While not yet enacted at the time of publication, the draft reflects the direction of regulatory reform and should inform your IP strategy now.^[7]

• Stronger anti-squatting provisions: The draft explicitly treats “a clearly excessive number of applications beyond normal business needs” as an indicator of bad-faith registration intent — making it easier to challenge malicious filings.
• Cross-class protection for well-known marks: The requirement that a well-known trademark must be registered in China to qualify for cross-class protection has been removed, strengthening protections for globally recognised brands.
• Faster opposition process: The opposition period has been shortened from three months to two months, accelerating the overall registration timeline.

Legal Note — Trademark Law of the PRC (current), Article 7: The application for and use of a trademark shall follow the principle of good faith. Article 32 prohibits the pre-emptive registration of a mark that is already in use by another party and has achieved a certain degree of influence. Foreign brands whose marks have been squatted should consider filing a cancellation action under Article 44 (bad faith registration) or an opposition under Article 33, supported by evidence of prior use and reputation in their home market.

For guidance on dealing with trademark squatting specifically, see our detailed resource: Trademark Squatting in China — What to Do. And if your registration has already been refused, our team can help — see China Trademark Rejection: Reasons and Solutions.

China Customs Recordation — The Enforcement Step Most Brands Miss

Registering your trademark with CNIPA is necessary — but it is not sufficient for border enforcement. Chinese customs officials enforce IP rights only when the trademark, copyright, or patent is separately recorded in the China Customs IP Protection database.^[8] Without this recordation, customs officers have no formal basis to detain infringing shipments at the border.

The recordation process is separate from the CNIPA registration process and requires its own application. It is, however, one of the most cost-effective IP enforcement tools available to foreign brands — because it allows the Chinese customs system to proactively identify and detain counterfeit goods before they reach the domestic market.

For a step-by-step guide, see our article on How to Register Your IP with China Customs and our broader piece on How Chinese Customs Block Counterfeits.

Product Liability and Consumer Rights — Exposure Every Foreign Brand Carries

China’s product liability system operates under a dual framework of strict liability and fault-based liability, governed primarily by the Civil Code of the PRC, the Product Quality Law, and the Consumer Rights and Interests Protection Law.

Under the Civil Code, both manufacturers and sellers bear strict liability for defective products — meaning liability attaches regardless of fault. The injured party does not need to prove negligence; they need only show that the product was defective and caused harm. Sellers who pay compensation for a manufacturer’s defect have the right to seek indemnification from that manufacturer — but the consumer’s claim is always satisfied first.

Legal Note — Consumer Rights and Interests Protection Law, Article 55: Where a business operator commits fraud in providing goods or services, it shall increase compensation for the losses suffered by consumers. The amount of increased compensation shall be three times the price paid by consumers for the goods purchased or services received, with a minimum of RMB 500. This provision applies to misleading product descriptions, false advertising claims, and material omissions about product quality or origin.

For foreign brands, the practical implication is straightforward: your product descriptions, marketing claims, and labelling must be accurate and compliant before your first item ships. A single fraudulent claim can trigger triple-compensation liability across every unit sold through that listing.

[6] Tmall Global Merchant Centre, Brand Onboarding Requirements and Platform Statistics, 2025, https://www.tmall.hk/. Source Role: Platform operator guidelines. Support Status: Supports. Relevance: Source for Tmall Global deposit levels, approval timelines, rejection rates, and TP pass-rate statistics.

[7] China National Intellectual Property Administration (CNIPA), Trademark Law of the PRC and 2025 Draft Revision, https://www.cnipa.gov.cn/. Source Role: Official IP administration body and legislative body. Support Status: Supports. Relevance: Source for first-to-file system explanation and 2025 Draft Revision provisions cited throughout Section 6.

[8] General Administration of Customs of the PRC, IP Rights Recordation with China Customs, http://www.customs.gov.cn/. Source Role: Official government customs authority. Support Status: Supports. Relevance: Source for China Customs IP recordation requirement and border enforcement procedures.

7. Tariffs, VAT, and 2026 Customs Rules — Know Your True Landed Cost

Why Most Brands Underestimate Their Import Costs

One of the most common financial mistakes foreign brands make when entering China is underestimating their true landed cost. Many brands calculate their product cost and platform fees, then treat customs as a rounding error. In reality, China’s import tax system is a three-layer stack that can add 15–40% or more to the CIF (Cost + Insurance + Freight) value of your goods — before a single unit reaches a customer.

Getting this calculation right from the outset determines whether your China pricing is competitive or commercially unviable. It also informs which entry route — CBEC or general trade — makes more financial sense for your specific product category.

The Three-Layer Tax Stack

Worked example: A USD 100,000 CIF shipment at a 5% MFN tariff rate and standard 13% VAT would generate the following customs charge:

• Import Duty: USD 100,000 × 5% = USD 5,000
• Import VAT base: USD 100,000 + USD 5,000 = USD 105,000
• Import VAT: USD 105,000 × 13% = USD 13,650
• Total customs charge: USD 18,650 (18.65% of CIF value)

For categories subject to consumption tax — such as cosmetics (at 15%), alcohol (at 10–25%), or luxury watches — the effective rate rises substantially. Always calculate your category-specific stack before finalising your pricing architecture.^[9]

2026 Tariff Cuts — What Has Changed

From January 1, 2026, China reduced import duties on 935 product categories to rates below the standard most-favoured-nation (MFN) level.^[9] The cuts span several sectors relevant to consumer goods brands:

• Clothing and footwear: Tariffs reduced to approximately one-third of their previous rate — a significant cost reduction for fashion and apparel brands.
• Pharmaceuticals and health products: Tariffs on over two dozen drug categories cut by approximately 30%.
• Technology and renewable energy inputs: The broadest category of cuts, primarily affecting components rather than finished consumer goods.

These reductions make 2026 an attractive entry window for certain consumer categories. Brands that had previously assessed China as too expensive from a landed-cost perspective should re-run their numbers under the updated tariff schedule.^[9]

The CBEC Tax Advantage

Goods imported through cross-border e-commerce channels benefit from preferential tax treatment compared to general trade. Under the CBEC tax policy, qualifying goods are subject to a reduced composite tax — typically calculated as a percentage of the retail transaction value — rather than the full three-layer general trade stack.^[10]

This preferential treatment applies per transaction, with annual and per-order value thresholds. Orders under RMB 5,000 per transaction and under RMB 26,000 per individual per year benefit from the reduced rate. Orders exceeding these thresholds revert to full general trade tax treatment. Understanding where your average order value sits relative to these thresholds is an important part of your CBEC financial modelling.

Legal Note — Customs Law of the PRC (2021), Article 56: Import duties, value-added tax, and consumption tax on imported goods are levied by Customs in accordance with the applicable tax laws and regulations. The dutiable value is determined based on the transaction value, which is the price actually paid or payable for the goods when sold for export to China, adjusted in accordance with relevant provisions.

8. Your China Market Entry Checklist for 2026

From Decision to Launch — Eight Steps That Cover the Essentials

The complexity of entering China as a foreign consumer goods brand can feel overwhelming. But most of what separates successful market entries from failed ones comes down to discipline around a relatively small number of critical steps. The checklist below consolidates everything covered in this guide into a single, actionable reference.

Work through these steps in order. Each one builds on the last — and skipping any of them creates a gap that will cost you more to fix later than it would have cost to get right from the start.

A Note on Timing

The single most time-consuming step in this checklist — and the one most often underestimated — is trademark registration. The standard CNIPA examination process takes approximately 9–12 months from filing to registration for an uncontested application. During that period, your brand has limited enforcement options. Fast-track options exist, but they are not available for all applicants or all classes.

This means that if you are planning a China market launch, trademark registration should be the first action you take — not something you address once the business case is confirmed. For a full breakdown of timelines and what to expect, see our China Trademark Registration Process Guide (2025).

Frequently Asked Questions

Can a foreign company sell directly to Chinese consumers without a local entity?

Yes — through cross-border e-commerce (CBEC) platforms such as Tmall Global and JD Worldwide. CBEC allows foreign companies to sell directly from overseas without establishing a Chinese legal entity. Goods imported via CBEC are cleared without the pre-market access filings, registrations, or certifications that are mandatory for general trade. They also benefit from preferential CBEC tax rates. However, qualifying goods must appear on the Positive List of 1,476 product categories approved by the Ministry of Finance.^[5]

What are the main requirements to open a store on Tmall Global?

Tmall Global requires four things: (1) offline retail presence in at least three countries or annual global revenue above the category threshold (typically USD 10–50 million); (2) overseas trademark registration certificates plus evidence of use such as website screenshots, packaging, and receipts; (3) a complete, unbroken authorization chain from overseas headquarters to the China applicant, fully notarized and legalized; and (4) a financial deposit of RMB 150,000 to RMB 1,000,000 depending on category risk. Most applicants saw deposit reductions of 50–70% in 2025.^[6]

How do I protect my brand from counterfeits when selling in China?

Brand protection in China requires a proactive, layered approach. First, register your trademark with CNIPA — without a Chinese registration, your legal options are severely limited. Second, record your IP with China Customs so that officers can detain infringing shipments at the border. Third, monitor major e-commerce platforms continuously for unauthorised listings — document findings with dated screenshots, seller details, and product data. Fourth, include robust IP clauses in all distribution and partnership agreements, addressing ownership, enforcement rights, and confidentiality. For a practical guide to platform-based enforcement, see our article on How to Remove Counterfeit Listings on Alibaba.

What labelling requirements apply to imported consumer goods in China?

All imported prepackaged goods — especially food — must carry mandatory Chinese-language labels that comply with GB 7718-2025 (General Standard for Labelling of Prepackaged Foods) and GB 28050-2025 (Nutrition Labelling for Prepackaged Foods). Both standards were updated in 2025, with a transition period running until March 16, 2027. Mandatory content includes: product name, ingredient list, nutrition information, net content, importer or agent contact details, and the overseas manufacturer’s registration number. All Chinese-language content must correspond one-to-one with any foreign-language content on the label (with limited exceptions for trademarks and website URLs).^[11]

What are the current import tariffs and taxes for consumer goods entering China?

China’s customs charge on imported consumer goods consists of three layers applied to the CIF value: Import Duty (0–25% depending on HS code and country of origin), Import VAT (13% standard or 9% reduced), and Consumption Tax (variable, applying to alcohol, cosmetics, luxury goods, and tobacco). From January 1, 2026, China cut duties on 935 product categories below the standard MFN rate, including significant reductions on clothing, footwear, and certain pharmaceutical products. Goods imported through CBEC benefit from preferential composite tax rates for qualifying transactions under RMB 5,000 per order.^[9]

Conclusion: Your China Market Entry Starts with the Right Foundation

Selling consumer goods in China in 2026 is genuinely achievable for foreign brands — but only for those that treat the market with the seriousness it demands. The data is compelling: RMB 50.12 trillion in annual retail sales, 1.125 billion internet users, and over 2,400 new overseas brands opening their first China store in 2025 alone.^[1][2][3] The opportunity is real and it is open right now.

But the brands that succeed share a common characteristic: they build the right foundation before they launch. They register their trademarks early. They understand their regulatory obligations. They choose their platforms and partners carefully. They calculate their true landed costs before they price their products. And they treat IP protection not as an afterthought, but as a core part of their market entry strategy.

The brands that struggle — or that fail — are those that move fast without that foundation. They discover too late that a squatter has filed their trademark, that their labelling is non-compliant, or that their distribution agreement left their IP exposed. These are not rare edge cases. They are the most common stories we hear at YCIP.

You do not have to be one of them.

How Yucheng IP Law (YCIP) Can Help

At Yucheng IP Law (YCIP), we are a China-based intellectual property law firm with deep experience supporting foreign brands through every stage of their China market journey. Our team — led by Peter H. Li, a specialist in trademark, patent, copyright, trade secrets, and branding — provides the strategic and legal guidance that turns market ambition into protected, sustainable growth.

Our services for foreign brands selling consumer goods in China include:

• Trademark registration and portfolio management — from initial CNIPA filing through opposition, appeal, and renewal
• IP enforcement and litigation support — including China Customs recordation, platform takedowns, and civil enforcement proceedings
• Distribution and JV agreement review — ensuring your IP rights are protected in every commercial relationship
• Patent and design protection — for brands with proprietary products, formulations, or packaging
• Regulatory compliance guidance — covering product labelling, advertising standards, and consumer protection obligations

We have helped hundreds of foreign brands protect and grow their China presence. See who we have worked with, read what our clients say, and review our track record in numbers.

Ready to protect your brand in China? Contact our team today or submit a trademark application enquiry to get started.

External Reference Links

• National Bureau of Statistics of China (NBS) — Official source for China retail sales and economic data
• China Internet Network Information Center (CNNIC) — Official internet user statistics for China
• China National Intellectual Property Administration (CNIPA) — Trademark and patent registration authority
• State Administration for Market Regulation (SAMR) — Product quality, food safety, and market enforcement
• Ministry of Finance of the PRC — CBEC Positive List and tariff schedule publications
• General Administration of Customs of the PRC — Customs clearance rules, IP recordation, and import tariff guidance
• Alibaba Group / Tmall Global — Platform requirements and onboarding guidelines for foreign brands
• WIPO Madrid System — International trademark registration system relevant to China filings

Full Citation Reference List

[1] National Bureau of Statistics of China, Retail Sales of Consumer Goods Statistics, https://www.stats.gov.cn/english/. Source Role: Official government statistics body. Support Status: Supports. Relevance: Primary data source for China retail sales figures (RMB 50.12 trillion full year 2025; RMB 16.49 trillion January–April 2026; online retail RMB 6.53 trillion, 6.6% YoY growth).

[2] China Internet Network Information Center (CNNIC), Statistical Report on Internet Development in China, December 2025, https://www.cnnic.com.cn/. Source Role: Official government body report. Support Status: Supports. Relevance: Source for the 1.125 billion internet users figure as of December 2025.

[3] Alibaba Group / Tmall Global, 2025 Annual New Brand Insights, https://www.alibabagroup.com/. Source Role: Platform operator data. Support Status: Supports. Relevance: Source for 2,415 new overseas brands entering via Tmall Global in 2025 (double-digit YoY increase).

[4] State Administration for Market Regulation (SAMR), Official Enforcement Announcement, April 2026, https://www.samr.gov.cn/. Source Role: Official government enforcement record. Support Status: Supports. Relevance: Source for the RMB 3.6 billion combined fine on seven platforms including Temu for food safety violations.

[5] Ministry of Finance of the PRC, List of Cross-Border E-Commerce Retail Imports (2026 Edition), https://www.mof.gov.cn/. Source Role: Official regulatory list. Support Status: Supports. Relevance: Source for the 1,476 CBEC Positive List product categories.

[6] Tmall Global Merchant Centre, Brand Onboarding Requirements and Platform Statistics, 2025, https://www.tmall.hk/. Source Role: Platform operator guidelines. Support Status: Supports. Relevance: Source for Tmall Global deposit thresholds, 20–45 day approval timeline, 40%+ first-time rejection rate, and 98% TP first-time pass rate.

[7] China National Intellectual Property Administration (CNIPA), Trademark Law of the PRC and 2025 Draft Revision, https://www.cnipa.gov.cn/. Source Role: Official IP administration and legislative body. Support Status: Supports. Relevance: Source for first-to-file system, bad-faith registration provisions, cross-class protection changes, and opposition period shortening in the 2025 Draft Revision.

[8] General Administration of Customs of the PRC, IP Rights Recordation with China Customs, http://www.customs.gov.cn/. Source Role: Official government customs authority. Support Status: Supports. Relevance: Source for China Customs IP recordation requirement and border enforcement procedures.

[9] China Tariff Commission of the State Council, 2026 Tariff Adjustment Schedule, effective January 1, 2026, https://www.mof.gov.cn/. Source Role: Official tariff legislative body. Support Status: Supports. Relevance: Source for 935 product categories receiving below-MFN duty rates in 2026, including clothing/footwear reductions and pharmaceutical tariff cuts.

[10] Ministry of Finance / General Administration of Customs / State Taxation Administration, CBEC Tax Policy on Cross-Border E-Commerce Retail Imports, https://www.mof.gov.cn/. Source Role: Official policy document. Support Status: Supports. Relevance: Source for CBEC preferential tax treatment, per-transaction threshold of RMB 5,000, and annual individual threshold of RMB 26,000.

[11] National Health Commission of the PRC / State Administration for Market Regulation, GB 7718-2025 General Standard for Labelling of Prepackaged Foods and GB 28050-2025 Nutrition Labelling Standard, https://www.samr.gov.cn/. Source Role: Official national standard. Support Status: Supports. Relevance: Source for Chinese-language labelling requirements, mandatory content, and March 16, 2027 transition deadline.

Disclaimer: This article is intended for general informational purposes only and does not constitute legal advice. The content reflects laws and regulations as understood at the time of publication (May 2026) and is subject to change. Foreign brands should seek independent legal advice from a qualified China IP attorney before making decisions about market entry, trademark registration, or regulatory compliance. Yucheng IP Law (YCIP) accepts no liability for actions taken or not taken based on the information provided in this article. For advice specific to your situation, please contact our team directly.