Five reasons to export to China… and five reasons NOT to!

China is an opportunity — but also a minefield. If you’re a European company considering entering the Chinese market, you need to know exactly where you stand. Here are ten reasons — five for and five against — to help you make the right decision:

✅ Five reasons to export to China:

1. A market of 1.4 billion people

One of the most dynamic middle classes in the world, with growing demand for premium, high-quality imported goods.

2. “European origin” sells

European products are associated with authenticity, safety, taste, and quality — especially in food, wine, cosmetics, and wellness sectors.

3. Advanced e-commerce and digitally mature consumers

China boasts the most sophisticated e-commerce ecosystem globally, with platforms like Tmall, JD.com, Douyin (TikTok China), and Xiaohongshu.

4. Policies and trade frameworks favoring EU exports

Despite geopolitical tensions, bilateral agreements and cooperation mechanisms support market access for European goods.

5. Long-term brand positioning

A stable presence in China acts as a quality seal for other Asian markets and boosts your global brand reputation.

❌ Five reasons to think twice:

1. Regulatory barriers and uncertainty

China requires specific certifications, product testing, registrations, translations, and government approvals. Nothing is simple — and nothing is guaranteed.

2. You need strategic marketing and localization

Translating the label isn’t enough. You must reintroduce your brand to the Chinese consumer through influencers, social media, cultural adaptation, and native content.

3. IP protection is non-negotiable

Without registering your trademarks in China, you risk counterfeits or even losing your brand identity.

4. High costs in logistics, duties, and after-sales

Exporting to China isn’t viable without scale, the right distribution partners, and a clear go-to-market plan. Otherwise, your margins will evaporate.

5. It’s not for everyone — and definitely not for those who are just “testing”

If you’re just starting out or lack export experience, China may not be your easiest or safest first step.

💬 Final takeaway:

The Chinese market is not a destination — it’s a journey. Those with strategy, patience, resources, and strong partners can build something great. Those looking for a quick win may lose both time and money.

出口到中国的五个理由……以及不出口的五个理由！

中国是一个巨大的机会，但也是一片“雷区”。如果你是一家正在考虑进军中国市场的欧洲企业，你必须清楚地知道自己站在什么位置。以下是10个理由——五个支持，五个警示——帮助你做出明智决策：

✅ 出口到中国的五个理由：

1. 拥有14亿人口的庞大市场

全球最具活力的中产阶层之一，对高品质、进口精品的需求持续增长。

2. “欧洲原产”有市场

欧洲产品代表真实、安心、美味与高品质，尤其在食品、葡萄酒、化妆品和健康领域极具吸引力。

3. 发达的电商平台与数字化消费者

中国拥有全球最先进的电商生态系统，如天猫、京东、抖音（TikTok 中国版）和小红书。

4. 有利于欧洲出口的政策与合作机制

尽管地缘政治局势复杂，但中欧之间仍存在贸易合作渠道与机制，有助于市场准入。

5. 品牌长期定位优势

在中国市场建立稳定存在，不仅是亚洲其他市场的“质量认证”，也是品牌全球影响力的加分项。

❌ 慎重考虑的五个理由：

1. 监管复杂且存在不确定性

进入中国市场需获得各类认证、注册、翻译、产品检测与官方审批。程序复杂，标准不一。

2. 需要战略性营销与本地化

仅仅翻译标签远远不够。品牌必须通过本地KOL、社交媒体、文化适配与中文内容重新“介绍”自己。

3. 知识产权保护不可忽视

如果没有在中国注册商标，品牌可能会被仿冒，甚至失去原有身份。

4. 物流、关税及售后成本高昂

没有规模效应与合适的合作网络，出口中国难以盈利，利润空间会被迅速吞噬。

5. 并非适合所有企业——尤其不是“试试看”的那类

如果你还处于创业初期或没有出口经验，中国可能不是你的最佳起点。

💬 最后总结：

中国市场不是一个终点，而是一段旅程。有战略、有耐心、有资源、有伙伴的企业能在这里建立伟大的未来。心存侥幸的人，很可能只是浪费时间和金钱。