The short answer
Before selling in China, register your trademark, including in Chinese characters, because protection is based on the first-to-file principle. Then choose how to enter: a distributor, cross-border e-commerce, a wholly foreign-owned enterprise (WFOE) or a joint venture. Many products require mandatory CCC certification or compliance with national GB standards, Chinese-language labels and, for food, registration of the overseas manufacturer with China's customs authority (GACC).
Who this guide is for
Italian companies in food and agri-food, wine, fashion and design, machinery, components, cosmetics and environmental technologies that want to sell, produce or source in China.
Market entry options
A local distributor reduces investment and risk but limits control over pricing and brand; cross-border e-commerce lets you test the market under simplified rules for certain categories; a wholly foreign-owned enterprise (WFOE) can invoice, hire and import directly; a representative office is for promotion and finding partners, and cannot sell.
Trademark first
In China a trademark belongs to whoever files it first. Filing it before attending trade fairs or meeting potential partners, in the right classes and in a Chinese-character version too, avoids having to buy it back or finding it registered by someone else.
Product compliance
Household appliances, electrical components, toys and other listed products require CCC certification; many others must comply with national GB standards. Pre-packaged food must carry a Chinese label in line with standard GB 7718 and, since 2022, overseas food manufacturers must register with the GACC; cosmetics require registration or notification with the competent authority.
ESG requests from Chinese customers
From 2026 China's leading listed companies publish mandatory sustainability reports under stock exchange guidelines: European suppliers are therefore receiving more requests for data on emissions, safety and the supply chain, just as they already do from European customers.
Step by step
- 01Assess demand and choose priority cities and channels
- 02File your trademark in China, including in Chinese characters
- 03Check CCC, GB standards, labelling and registrations for your product
- 04Select and vet partners and distributors
- 05Define contracts, pricing, payment terms and intellectual property protection
- 06Launch sales through trade fairs, B2B meetings and local digital channels
Mistakes to avoid
- Showing your product in China before registering the trademark
- Choosing a distributor without checking its financial standing and portfolio
- Underestimating certification and registration lead times
How we help
From our Shanghai office we support Italian companies on the ground: market analysis, partner search and vetting, product compliance, meetings and trade fairs, with our partner professionals for trademarks and contracts.