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How can a UK company start selling in China? Routes, rules and costs (2026)

Last updated: · By Sarah Liu, Thornfield Resources

Short answer: most UK companies start in one of two ways: cross-border e-commerce on platforms such as Tmall Global, JD Worldwide or Douyin Global Shopping, which needs no Chinese company but limits each shopper to RMB 5,000 per order and RMB 26,000 a year, or selling through a Chinese importer or distributor under general trade. Opening a wholly foreign-owned company (WFOE) gives most control but typically takes three to six months to set up. Whichever route you choose, file your trademark in English and Chinese characters with China's trademark office (CNIPA) first, because China is first-to-file, and check whether your product needs CCC certification, cosmetics registration or food factory registration.

What are the main ways to sell in China?

There are four main routes, and many brands use more than one over time.

RouteChinese company needed?Product approvalsMain limits and risks
Cross-border e-commerce (CBEC): Tmall Global, JD Worldwide, Douyin Global ShoppingNo. The seller is an overseas company, but it must appoint a company registered in mainland China to handle customs registration, and that company shares civil liabilityTreated as personal imports, so first-import licences, registration and filing are not requiredOnly goods on the official positive list; personal use only, no resale; RMB 5,000 per order and RMB 26,000 a year per shopper; platform deposits and fees
Chinese importer or distributor (general trade)No. The importer clears customs and sellsFull rules apply: CCC, NMPA cosmetics registration or filing, GACC food registration, Chinese labelsDependence on one partner; distributor may register your brand; payment risk
Own company (WFOE)Yes, under the Foreign Investment Law in force since 1 January 2020Full rules applySector must not be restricted on the foreign investment negative list; capital must be paid within five years; setup typically three to six months
Licensing, franchising or partnershipNo, the partner operatesPartner handles approvalsControl of the brand and quality; franchising has its own filing rules

The current national foreign investment negative list is the 2024 edition, in force since 1 November 2024. It has 29 restrictive measures and removed all foreign investment restrictions in manufacturing.

How does cross-border e-commerce into China work?

Cross-border e-commerce lets a Chinese consumer buy imported goods online for personal use, with the goods shipped from overseas or from a bonded warehouse in China.

  • Positive list: only goods on the Cross-Border E-Commerce Retail Import List can be sold this way. The current list took effect on 1 March 2022 and has 1,476 items.
  • Limits: RMB 5,000 per transaction and RMB 26,000 per person per year, in force since 1 January 2019. Above the limits, goods are treated as general trade.
  • Tax: within the limits, import duty is 0% and import VAT and consumption tax are charged at 70% of the normal amount. The consumer is the taxpayer; the platform or logistics company collects it.
  • Labels: goods may arrive without a Chinese label, but the platform must show an electronic Chinese label.
  • Local partner: the overseas seller must appoint a company registered in China. Many brands also hire a Tmall Partner (TP) or similar operator to run the store.
  • Platform rules: in 2026 both Tmall Global and Douyin Global Shopping tightened proof that goods are made and sold overseas, such as certificates of origin, customs declarations from the last 90 days and evidence of sales outside China.

Why should you register your trademark in China before you sell?

Because China generally follows a first-to-file system: whoever files first usually owns the mark, even if you used it first elsewhere. A UK or EU registration gives no protection in China.

  1. Choose a Chinese-character name: Chinese shoppers search for and talk about brands in Chinese. A Latin-script registration does not protect the Chinese name, so file both separately.
  2. Use a trademark agency: a foreign company with no business domicile in China must file through a legally established Chinese trademark agency. You can also designate China through the Madrid System, which CNIPA still examines.
  3. Allow for the timeline: CNIPA has up to nine months to examine an application, followed by a three-month opposition period. Under the revised Trademark Law adopted on 26 June 2026, the opposition period falls to two months from 1 January 2027.
  4. Keep using it: a registered mark can be cancelled after three consecutive years of non-use. From 2027, online use expressly counts as use.

Register before you send samples or name a distributor.

Which product approvals and Chinese labels do you need?

For general trade, the product must meet Chinese rules before it is imported; for cross-border e-commerce, most registration and filing requirements do not apply.

ProductGeneral tradeCross-border e-commerce
Products on the CCC catalogue (for example many electrical goods, power tools, car parts)China Compulsory Certification: type testing in a designated Chinese lab, a factory inspection and annual follow-up. A first certificate typically takes three to five months. Sixteen product types move from self-declaration to third-party CCC from 1 January 2027Treated as personal imports; confirm with the platform
CosmeticsSpecial cosmetics (hair dye, perm, whitening, sunscreen, anti-hair loss, new claims) need NMPA registration; general cosmetics need NMPA filing, through a domestic responsible person. Animal testing can be avoided for general cosmetics if your national authority issues a GMP certificateNo registration or filing needed
Food and drinkThe overseas manufacturer must be registered with China Customs (GACC) through the CIFER system. GACC Decree 280 replaced Decree 248 on 1 June 2026; 17 high-risk categories need a recommendation from the UK authority. Chinese labels to standard GB 7718, with a new version in force from 16 March 2027Personal-import rules apply; check whether your category still needs manufacturer registration

How do you find and check a Chinese distributor?

Shortlist several candidates, check each one against official Chinese records, and only then negotiate a written contract in Chinese.

  • Check the company: confirm the Chinese legal name, Unified Social Credit Code, business scope, court cases and defaulter status on official registers, and that the contract is signed with that exact entity and its company chop.
  • Exclusivity: grant it only against minimum annual purchase or sales targets, with a right to end exclusivity if they are missed. Setting minimum resale prices is generally prohibited under China's Anti-Monopoly Law.
  • Your trademark: the contract should confirm that you own the marks in China and that the distributor will not file them.
  • Law and language: Chinese lawyers often advise PRC law, a controlling Chinese-language version and a Chinese court, because that is where the distributor's assets are. As one China law firm puts it, "If a dispute ends up in a Chinese court, the court will work in Chinese."
  • Getting paid: for new buyers, ask for a deposit with the balance before shipment, or payment in advance. Letters of credit are possible for larger orders but are document-heavy. UK Export Finance's Export Insurance Policy can cover up to 95% of losses if a buyer does not pay.

Take advice from a lawyer qualified in Chinese law before signing.

How do you market a brand and meet buyers in China?

Chinese consumers discover brands on Chinese platforms, not Google or Instagram, so content must be in Chinese and native to each channel.

  • WeChat: official accounts, mini-programmes and private groups for brand content and repeat customers.
  • Xiaohongshu (RedNote): reviews and lifestyle posts that shoppers use to research products.
  • Douyin: short video and livestream selling, with its own cross-border store.
  • Tmall and JD: the main marketplaces for searching and buying branded goods.

For trade buyers, the China International Import Expo (CIIE) is held for importers at the National Exhibition and Convention Center in Shanghai; the 9th CIIE runs from 5 to 10 November 2026. The 140th Canton Fair in Guangzhou ran in three phases between 15 October and 4 November 2026. 2027 dates were not yet announced at the time of writing.

UK holders of ordinary passports can enter China visa-free for up to 30 days for business, tourism, family visits, exchanges or transit from 17 February 2026 to 31 December 2026. Check whether it has been extended before booking 2027 travel.

UK support includes the Department for Business and Trade's Export Support Service and E-Exporting Programme, UK Export Finance's free export finance managers, the UK IPO's China IP attaché team and the China-Britain Business Council (CBBC), which runs market entry programmes.

How long does it take and what does it cost?

StepTypical timeKnown costs
Trademark registration (CNIPA)Up to 9 months examination plus 3 months opposition (2 months from 2027)Agency and official fees per class
CCC certification3 to 5 months for a first certificateTesting is usually the largest cost; factory inspection is charged per auditor-day plus travel
WFOE set-up3 to 6 months overallNo general minimum capital, but capital must be paid within 5 years
GACC food manufacturer registrationVaries by categoryGACC charges no fee for CIFER registration

We have not found a reliable published figure for the total cost of launching on Tmall Global or with a distributor; deposits, platform fees, operator fees and marketing vary widely by category.

How can Thornfield help?

Thornfield Resources is a London company (Companies House 17162127) that works in English and Mandarin. We offer China market entry support for Western companies: market and competitor research in Chinese, choosing the entry route, finding and checking distributors and partners (Express Check £175, Full Supplier Check £450), arranging trademark registration and product approvals through licensed agents, meetings and visits in China, trade fair support and Chinese-language materials. Advice is £250 per hour and projects are quoted. We are not a law firm or trademark agent; legal and filing work goes to licensed professionals. Contact us with your product and target market.

Common questions

Do I need a Chinese company to sell in China?

No. You can sell through cross-border e-commerce as an overseas company, or sell to a Chinese importer. You need a Chinese company mainly if you want to import, hold stock and invoice Chinese customers yourself.

Is Tmall Global the same as Tmall?

No. Tmall Global is the cross-border store for overseas companies, with goods sold as personal imports. Tmall's domestic store needs a Chinese company and products that meet full import rules.

Can I sell cosmetics in China without animal testing?

Through cross-border e-commerce, yes, as no registration is needed. Under general trade, general cosmetics can avoid animal testing if your national authority issues a GMP certificate and the safety assessment is adequate.

Someone has already registered my brand in China. What can I do?

Options include opposition, invalidation for bad faith, cancellation for three years' non-use, or buying the mark. These are matters for a Chinese trademark lawyer or agency.

Do UK citizens need a visa for a business trip to China?

Not for trips of up to 30 days between 17 February and 31 December 2026, on an ordinary passport. Paid work in China still needs a work permit and visa.

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