Trends
Notes from inside the China market.
What changed on Tmall, Douyin, WeChat, and RED, and what it means for a foreign brand’s budget. We write these from inside those stores.
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Written by the team that has run brands in China for 15 years, from Shanghai, Hong Kong, and Paris.
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NewE-CommerceTmall agency cost: retainer, commission and extras
Tmall agency cost, line by line: the TP retainer, sales commission and extras, with year-one totals at three sales levels and what to negotiate.Tmall
NewE-CommerceWhen to take ecommerce in-house in China
When to take ecommerce in-house in China: compare the costs, build the team, and plan a Tmall Partner handover around orders and refunds.Tmall
NewE-CommerceBrands leaving Tmall Global: what exits tell you
Read brand exits by channel, stated reason and store economics before deciding whether to change your Tmall Partner or close your flagship.Tmall
NewMarket StrategyChina eCommerce margins: what the P&L looks like
A China cross-border store’s P&L runs eleven lines from GMV to contribution. Four don’t exist at home, and that’s where the margin goes.TmallJD
NewMarket StrategySelling to JD self-run and Hema via a distributor
JD self-run buys your stock, guarantees itself a margin and pays about 60 days later. A distributor carries that gap. Here is how to price it in.JDTmall
NewMarket StrategyMinimum order terms with a Chinese distributor
Minimum order terms with a Chinese distributor: size the first order to launch, tie yearly minimums to exclusivity, keep consignment for tests.Tmall
NewMarket StrategyPet food distributor in China after the 10% tariff
China's duty on imported dog and cat food rose from 4% to 10% in 2025. Check what a pet food distributor holds before you compare its price.TmallJD
NewMarket StrategyChina supermarket listing fees: check the charges
Check supermarket listing, barcode, and display fees in China. Agree who funds each charge and what proof your distributor must provide.WeChat
NewE-CommerceTmall Partner onboarding: your first 90 days
Set your new Tmall Partner’s first 90 days: store access, launch checks, cash approvals, and weekly reports that show whether the work is on track.Tmall
NewCompliance & SetupMy distributor registered my trademark in China
A distributor filed your trademark in China. Check the opposition deadline, preserve evidence, and compare invalidation with a negotiated transfer.Tmall
NewE-CommerceDouble 11 agency review: what to measure
Review your China partner on sales after returns, ad spend, new buyers, and stock. Includes a printable agenda for agreeing changes before 618.TmallDouyin
NewMarket StrategyRegional distributor in China: how to choose
Compare regional and national distributors in China. Check active accounts, sub-distributors, costs, and online rights before granting territory.TmallJD
NewKOLs & LivestreamXiaohongshu KOC seeding cost: per note and campaign
What RedNote seeding costs per note and per campaign, from KOC trials to celebrity packages, and why the return shows up in search months later.Xiaohongshu
NewKOLs & LivestreamDouyin livestream agency vs DP: who does what
A Douyin livestream agency sells creator time; a Douyin Partner runs your shop, live room and ads. What each one costs, and what you keep.Douyin
NewKOLs & LivestreamDouyin affiliate commission: what a brand really pays creators
Douyin affiliate commission runs 5% to 80% of each kept sale, and big hosts add a slot fee that returns don't refund. How to price both per kept order.Douyin
NewE-CommerceDouyin’s after-sales reserve now follows your refund rate
Douyin's warranty reserve now follows store refunds. Check the fixed-rate fallback and warranty caps of RMB 50,000 or 100,000 for your cash plan.Douyin
NewCompliance & SetupChina distribution contracts: Chinese language, chops and arbitration
A China distribution contract needs a controlling Chinese text, a chop that matches the license and arbitration that can reach the partner's assets.TmallDouyin
NewMarket StrategyChoosing a food and drink importer in China
A China food importer holds your factory registration, signs off your Chinese label and runs your cold chain. The checks to run before you sign.
NewE-CommerceDouble 11 last minute checklist: the final 14 days
A day-by-day Double 11 run sheet for October 28 to November 11, 2026: the task, the owner and the platform cut-offs that have already passed.TmallJD
Market StrategyState-owned or private importer: which one to sign
State-owned importers bring licenses, deep pockets and state retail, and move slowly. Private ones sell harder, with more credit risk. How to choose.
E-CommerceRed flags in a Tmall or Douyin agency proposal
Guaranteed GMV, commission on gross sales, ad spend in the agency's account, a team you never meet: what each proposal line costs you, and what to ask.TmallDouyin
Market StrategyHow to tell a real China distributor from a trading company
A real China distributor holds stock and retail accounts. A trading company takes an order and leaves. Eight checks tell them apart, six from a desk.TmallJD
Compliance & SetupTmall Global importer of record: who fills the role
Tmall Global has no importer of record. Your overseas company owns the stock, a mainland agent clears it and a TP runs the store. What each one costs.Tmall
Market StrategyChina distributor exclusivity: what to give, and what to keep
How to grant China distributor exclusivity: by region and channel, each tied to a yearly target and a review date, with your online flagship kept apart.TmallDouyin
E-CommerceTmall Global sets new return rules for diaper-rash and allergy claims
From October 15, Tmall Global caps how much of a diaper or skincare order a buyer can open before an allergy or rash claim. What it does to refunds.Tmall
E-CommerceCan the same agency be your Tmall Partner and Douyin Partner?
One agency can run your Tmall store and Douyin shop if its live-room team has its own Douyin results. How to check that team and write the contract.TmallDouyin
Compliance & SetupDouyin cross-border brand verification: what it changes for your partner
Douyin cross-border brand verification asks brands to prove they are made and sold abroad. Your partner can file it, but only you hold the evidence.DouyinTmall
PlatformsOpening a Xiaohongshu (RedNote) store as an overseas brand
Xiaohongshu store setup for overseas brands: who qualifies, the four documents, the US$400 deposit, the fees, the deadlines, and when to wait.XiaohongshuTmall
Market StrategyTmall Partner vs distributor in China: who to hire first
Hire a distributor if your product needs a shelf, a Tmall Partner if shoppers search for it, a Douyin Partner if it sells on camera. Costs side by side.TmallDouyin
PlatformsDouyin store vs Douyin ads: which one you actually need
Douyin store vs Douyin ads: setup cost, daily workload, content, who must be in China, and margin, side by side, with our calculator's numbers.DouyinTmall
E-CommerceDouyin turns its product-card fee waiver into a rebate
Douyin cross-border stores now pay the full fee on product-card orders and get most of it back a month later. What that costs in cash through Double 11.Douyin
Market StrategyWhat China social media marketing costs per month
China social media marketing cost per month: content, paid media, and staff on Xiaohongshu, Douyin, WeChat, and Weibo, plus two year-one totals.XiaohongshuDouyin
E-CommerceWeChat Store’s Double 11 subsidy: what a brand pays
WeChat Store will fund half of a Double 11 coupon, capping a brand's share at 6.25% of price. Registration opens Sept 28. New stores lose their 1% fee.WeChat
Compliance & SetupChanging your cosmetics responsible person in China
Since July 29, 2026, a foreign cosmetics brand can replace its China responsible person without the old distributor's consent. What to file and sign.TmallJD
Market StrategyChina distributor margin and imported product price
How China distributor margins, duty and VAT turn an ex-works price into a shelf price, with a worked ladder and the cross-border comparison.Tmall
Compliance & SetupChina distributor price control: a clause that held
A Shanghai court held a cosmetics distributor to a 200,000 RMB diversion clause. What works against parallel sales, and what China bans.
Market StrategyChina trade fairs to find a distributor in 2026-27
The China trade fairs where foreign food and beauty brands meet distributors in 2026-27, who is buying at each, and what to book before you fly.WeChat
E-CommerceDouyin agency cost: retainer, commission, creators
Douyin agency cost, line by line: the retainer, GMV commission, creator fees and Qianchuan ads, with a worked year at RMB 5 million of sales.Douyin
E-CommerceDouyin return rate by category and what it costs
The Douyin return rate runs from about 5% in food to 50% or more in women's apparel. What it does to cost per kept order, and how to pay a partner.Douyin
Market StrategyPayment terms with a Chinese distributor
Prepayment or a letter of credit first, open terms after a payment record, then insurance. What each payment term costs with a Chinese distributor.
Market StrategyReplace a China distributor without losing the shelf
How to replace a China distributor: sign the new partner first, give written notice, clear old stock, then move labels, filings and store rights.TmallDouyin
Market StrategySell-in vs sell-out with a Chinese distributor
Sell-in is what your distributor buys. Sell-out is what shoppers buy. How to spot stock pushing in China, and the one ratio to check every month.TmallJD
E-CommerceTmall and Douyin partner ratings: what they mean
Tmall Global rates partners Gold, Silver or Bronze Star, Tmall certifies five- and six-star operators, Douyin grades Diamond, Gold or Silver.TmallDouyin
E-CommerceTmall Partner agency vs distributor: who sets price
A service Tmall Partner runs your store for a fee while you own the stock and the price. A buy-out partner buys your stock and sets the price.Tmall
E-CommerceTmall Partner contract terms that decide your exit
Tmall Partner contract terms that decide a clean exit: store ownership, data handover, notice, KPIs, commission base, ad spend and a sabotage penalty.Tmall
Market StrategyVerify a Chinese company on Qichacha and GSXT
How to verify a Chinese company before you sign: the eight fields to read on GSXT and Qichacha, and the court records that should stop a deal.
Compliance & SetupWhen a Tmall agency fakes orders, the brand pays
When an agency fakes orders on your Tmall or Douyin store, your deposit, listings and name are on the line. What China's courts and rules say.TmallDouyin
E-CommerceWho owns your Tmall store when a partner runs it
A Tmall store or Douyin shop belongs to the company that registered it. What to keep in your name when a Tmall partner runs it, and what to sign.TmallDouyin
E-CommerceDouble 11 preparation checklist: 50 days out
A dated Double 11 preparation checklist for foreign brands, counting back from November 11, with the owner and the cost of every slipped line.TmallJD
KOLs & LivestreamChina livestream cost for brands: the room budget
Price a China livestream room by hour and month, with a worked budget for daily broadcasts, part-time rooms and external-host events.Douyin
Market StrategyChina distributor vs own store: honest comparison
A distributor gets you into China with no cash and no team. Your own store costs money up front. Here is what each one really costs, row by row.TmallJD
E-CommerceTmall's 2026 Strategy: What It Now Pays For
The platform's 2026 strategy moves money away from traffic and toward your margin. Here is what that actually means if you sell into China.TmallTaobao
Market Strategy140 Million Shoppers. Imports Are Only 3%.
China now has 140 million cross-border shoppers, but imported goods are barely 3 percent of what the country buys. That gap is the opening.TmallJD
Market StrategyWeChat Went Free. Xiaohongshu Got Expensive.
Five China platform shifts in 2026, what each one costs a foreign brand, and why the cheapest doors to enter are the priciest to run.WeChatXiaohongshu
AI & InnovationAI Made Brand Drama Cheap. Then Rules Landed.
AI cut China micro-drama production costs by up to 90%. What that means for foreign brands, and the labeling rules that came with it.DouyinKuaishou
E-CommerceHow Meituan Fits Your China eCommerce Plan
Meituan bought Dingdong Maicai for $717M. How instant retail and Meituan Instashopping fit a foreign brand's China commerce plan.TmallJD
Market StrategyThe Year 2,415 Brands Bet on China
What the 2025 Tmall Global numbers say about how foreign brands actually get into China, and which ones are already winning.TmallDouyin
Compliance & SetupWhat a Pinduoduo Fine Says About Doing Business in China
A small Pinduoduo tax fine signals a big shift for foreign brands selling in China. Here is what the new platform reporting rules mean for you.
Market StrategyHow Foreign Brands Test the Chinese Market. And Why Most Get It Wrong.
An analysis of why foreign brands fail when entering China, examining common mistakes in cross-border e-commerce strategy, pricing, and market approach.
Market StrategyChina Is No Longer One Market: Why Local Bets Beat National Plans
Global brands now win in China with city-level plans. Slower growth and stronger domestic rivals have broken the single national strategy.
KOLs & LivestreamDouyin Live Commerce in 2025: Why Store-Led Rooms Beat Celebrity Events
Store-led livestreams now dominate Douyin. Merchants run their own rooms rather than rent celebrity hosts, so compliance is easier and growth repeats.Douyin
Market StrategyChina 2026: 8 eCommerce & Marketing Predictions
Eight predictions for China's eCommerce and marketing in 2026, from instant commerce and GenAI personalization to experiences taking over from discounts.
E-CommerceTaobao Flash Sale and the 30-Minute Shift: Why China Retail Is Going Deeper Online to Offline
Alibaba turned Ele.me into Taobao Flash Sale, one platform for food delivery, instant retail and in-store services, built around 30 to 60 minute delivery.Taobao
Compliance & SetupWhen PIPL Bites: Dior's Wake-Up Call for Global Brands in China
Dior is the first foreign brand formally punished under China's Personal Information Protection Law. What PIPL enforcement now means for global brands.
E-CommerceWhat Taobao Instant Commerce Means For Non-Chinese Brands
Taobao Instant Commerce and the Taobao Flash Sale rebrand move Chinese shopping from festivals to daily delivery. What non-Chinese brands need to change.Taobao
Brand & LocalizationBrand Localization for China: Adapt & Keep Your DNA
How foreign brands can localize deeply for China and still protect their identity, with cultural relevance and platform fluency doing the heavy lifting.
E-Commerce11.11 2025: From GMV Theater to AI-First Efficiency
Double 11 2025 traded the GMV spectacle for efficiency. AI-run systems, clearer pricing and dependable service counted for more than gimmicks.TmallTaobao
E-CommerceChina's Biggest E-Commerce Festival Goes Back to Old Media
Double 11 is borrowing from TV, with galas, comedy sketches and variety shows, to win back Chinese shoppers who've learned every retail trick.
E-CommerceDouble 11 2025: The End of China's Shopping Wars
Double 11 has stretched from one day into a five-week marathon. Growth is slowing, brand margins are thinner and Chinese shoppers now play the system.
PlatformsBest Short Video Platforms in China
Douyin, Kuaishou and Bilibili lead China's short video market, which reaches more than 941 million monthly users. How brands use each one to sell.DouyinKuaishou
Brand & LocalizationHow to Localize Brand Content for China
How to localize brand content for China, with real cultural adaptation, the right local platforms and messaging that fits what Chinese consumers value.
PlatformsThe power of Wechat QR Codes for businesses in China
WeChat QR codes run payments, engagement and marketing in China, where 95.7% of mobile payment users rely on them. How businesses put them to work.WeChat
Compliance & SetupHow to Apply for an ICP License for Your Website in China
An ICP license from China's MIIT lets a website operate legally in China. Who needs one, how to apply, and what it does for your business there.
Compliance & SetupUltimate Guide to Using WordPress in China
WordPress works in China once you fix hosting, speed and SEO around blocked services like Google Fonts and Google Maps. How to set it up properly.
Market StrategyBest Practices to Launch a CRM Program in China
How to launch a CRM program in China: picking the platform, connecting it to WeChat, Tmall and JD, and personalizing contact for Chinese consumers.WeChat
Compliance & SetupHow to Host Your Website in China for Maximum Marketing Impact
Hosting a website in China means registering a domain, securing an ICP license and ranking on local search engines like Baidu. A step-by-step guide.
Brand & LocalizationHow to Localize Your Website for China: Tips for Global Marketers
Localizing a website for China takes more than translation: regulatory rules, cultural fit and technical fixes. Practical tips for global marketers.
Brand & LocalizationUX Design for Global Markets: Chinese vs. Western Approaches
Chinese and Western websites follow different UX rules shaped by culture, language and tech. What changes when you design for China's eCommerce market.
Brand & LocalizationBest Practices for Finding a Chinese Name for a Brand in China
A Chinese brand name has to sound close to the original, carry the right meaning and fit your values. How foreign brands get that balance right.
AI & InnovationChina's AI-Powered Commerce: Trends and Innovations to Watch
How Alibaba, JD.com and other Chinese platforms use AI in marketing and commerce, from customer experience to retail operations, and what to watch next.
E-CommerceChina's 2025 eCommerce Shopping Festivals Calendar
Every major eCommerce shopping festival in China in 2025, laid out quarter by quarter through Singles' Day, with marketing tips for each sales peak.TmallJD
KOLs & LivestreamTop 5 Video and Livestreaming Platforms in China
The top five video and livestreaming platforms in China, and how brands use live, real-time shopping on each one to engage consumers and drive sales.DouyinTaobao
KOLs & LivestreamTop eCommerce Influencers in China 2024
China's top eCommerce influencers of 2024 across beauty, food, travel and lifestyle, the platforms they sell on, and what KOL deals do for brands.XiaohongshuDouyin
PlatformsWeibo Marketing Guide: Mastering Social Commerce in China
Weibo has more than 600 million monthly users in China. A brand guide to account setup, content, KOL partnerships and eCommerce on the platform.Weibo
KOLs & LivestreamBest Practices for KOC / Key Opinion Consumers Marketing in China
Key Opinion Consumers (KOCs) are the micro-influencers Chinese shoppers trust. They cost less than celebrity KOLs and reach engaged niche audiences.XiaohongshuDouyin
KOLs & LivestreamBest Practices for Successful E-Commerce Livestreaming in China
How brands sell through e-commerce livestreaming in China on Taobao Live and Douyin, from real-time engagement to building lasting customer relationships.DouyinTaobao
KOLs & LivestreamThe Cost of Chinese Influencers: Case Studies and Marketing Insights
What Chinese KOLs cost on Douyin and Xiaohongshu, with price breakdowns by platform and case studies of influencer campaigns that drove sales.Douyin
KOLs & LivestreamChina Social Media and KOL Strategies for eCommerce Brands
How eCommerce brands find and work with the right KOLs in China, and how those partnerships build reach and credibility on Chinese social media.DouyinXiaohongshu
KOLs & LivestreamNavigating Cross-Border Commerce Livestreaming: Insights from TheChinaPath's CEO Cyril Drouin
TheChinaPath CEO Cyril Drouin on livestream commerce, localization, KOLs and cross-border eCommerce, and how China's livestreams differ from the West's.
PlatformsThe Ultimate Guide to WeChat Channels for Brands
WeChat Channels lets brands reach engaged WeChat users with short videos and photos. How to use it for brand growth and eCommerce in China.WeChat
E-CommerceGuide to Tmall Media Costs in China | Optimize Your Brand's Investment
What Tmall costs brands in China: a 50,000 to 100,000 yuan deposit, annual fees, ad formats, content marketing and the price of joining shopping festivals.Tmall
Compliance & SetupNavigating Advertising Laws in China: Essential Insights for International Brands
China's advertising law bans absolute claims such as 'best' and adds strict rules by industry and platform. What global brands must check before posting.
PlatformsKuaishou Short-Video Marketing: A Complete Guide for Brands in China
Kuaishou, Douyin's main short-video rival, is strongest in lower-tier cities and rural China. A brand guide to its livestreams, influencers and eCommerce.Kuaishou
PlatformsTop 5 Best Social Commerce Platforms in China to Drive Your Brand's Success
Xiaohongshu, WeChat, Taobao, Pinduoduo and Weibo lead social commerce in China, a 2.5 trillion yuan market. What each platform can do for your brand.WeChatDouyin
KOLs & LivestreamHow to Sell on Douyin in China: Best Practices for Success in 2024
Douyin, China's TikTok, has 750 million daily active users and a built-in store. How brands sell on it with livestreams, KOLs and targeted content.Douyin
E-CommerceMaximizing Brand Impact: How the 11.11 Shopping Festival Transforms E-Commerce in China
How brands can win the 11.11 Shopping Festival in China, the world's biggest online sale, with social media, influencer partnerships and localization.Tmall
PlatformsBoost Your Marketing with the Best Chinese Search Engines in 2024
Google is blocked in China, so search runs through Baidu, Sogou, Shenma and a few others. How each Chinese search engine works and how to market on it.
PlatformsWhere Brands Win Attention: Top Chinese Social Media Platforms in 2024
WeChat, Weibo, Douyin and the other top Chinese social media platforms: who uses each one, and how global brands market on them in 2024.WeChatDouyin
PlatformsThe Ultimate Guide to WeChat Pay vs. Alipay for eCommerce in China
WeChat Pay and Alipay dominate mobile payments in China. How they differ, and which one fits your eCommerce checkout and customer experience.WeChatAlipay
AI & InnovationHow Taobao and Tmall Are Revolutionizing Consumer Shopping and Merchant Support with AI
How Taobao and Tmall use AI, from the Taobao Wenwen shopping assistant to image generation and smart customer service, to serve shoppers and merchants.TaobaoTmall
PlatformsHow Xianyu Transforms Bargains into Side Hustles for Young Entrepreneurs in China
Alibaba's Xianyu is moving past second-hand goods. Young Chinese entrepreneurs now use it to sell their skills and hobbies as side jobs.Taobao
E-CommerceComprehensive Guide to Finding a Distributor for Your Products in China in 2024
How to find, vet and work with a distributor in China, with examples of food and beverage distributors serving retail, eCommerce and high-end hotels.
PlatformsExploring Social Commerce in China Platforms: Strategies and Market Impact
How social commerce works in China on Xiaohongshu, WeChat and Douyin, where user content, influencers and livestreams turn browsing into buying.WeChatDouyin
Brand & LocalizationEffective Green Marketing Campaigns by Leading Brands in China
How Starbucks, Proya, Purcotton and other brands ran green marketing campaigns in China that connected with eco-conscious shoppers around Earth Day.
E-CommerceChina's eCommerce Evolution Driven by Tech, Beauty, and Luxury Sales
Apple's Tmall store passed RMB1.5 billion in GMV in the first hour of 6.18. What the festival says about Chinese demand for tech, beauty and luxury.TmallJD
Market StrategyEmpowering Women in China's Digital Commerce: 2024 Trends
Women entrepreneurs are building fast-growing businesses on Taobao and China's other eCommerce platforms. The 2024 trends behind their rise.Taobao
AI & InnovationHow AI Can Supercharge eCommerce in China?
AI is reshaping eCommerce in China. The country's core AI industry is forecast to grow from 150 billion yuan in 2020 to 1 trillion yuan by 2030.
KOLs & LivestreamThe Digital Stage: How China's CEOs Are Transforming Brand Engagement through Livestreaming
Chinese executives now host livestreams to lift brand visibility and sales. How they balance authenticity with professionalism, and what brands can learn.
AI & InnovationDigital Human: The Rise of AI-Driven Live Streaming in China
JD.com's AI avatar of founder Liu Qiangdong drew 20 million viewers in one hour. What digital humans mean for livestream eCommerce in China.JD
Platforms1688 on Taobao: how foreign brands should respond
1688 brings factory supply closer to Taobao shoppers. Compare like-for-like products and test the margin cost before matching a lower price.TaobaoTmall
KOLs & LivestreamHow to choose an influencer in China who sells
Pick a China influencer by settled sales: what Douyin shows a brand about a creator, what creators cost, fake-follower fines and the ad rules you sign.DouyinXiaohongshu
Brand & LocalizationHow to localize a brand for China before you sell
Localizing a brand for China starts at the trademark office, then labels, ad copy and returns. The rules and official fees, with the court cases.TmallJD
PlatformsTmall vs Amazon: what a brand actually pays
Amazon has had no China marketplace since 2019. Here is what Tmall Global charges instead, next to Amazon's own fee sheet, with the tax math.TmallJD
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