How to identify, contact and deal with quality distributors in China, how to find Chinese Distributors How to negotiate with them and find quality Chinese Distributors? Many Companies and export Manager are searching for this information every day but …

How to contact distributors in China?

There are many ways to contact potential distribution companies in China.

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  1. The most common (and most beneficial) include fairs and exhibitions in China,
  2. recommendations from other foreign companies,
  3. Prospecting, search in Taobao Baidu etc
  4.  and let them find you. They activly search For new products to import in China.

A solid marketing strategy and a good understanding of Chinese Business market, regulations in terms of imported goods are essential to acquire before exporting your products/brands to China.

  • If you know nothing
  • Can’t Spead Chinese
  • Do not have any adaptation plan
  • No marketing Strategy

Your chance to find a good distributor in 2024 is extremly limited

China Distributors Guidelines for International Businesses

Finding the right Chinese distributor for your products is not that easy in China….in 2024

Every imported-based company, whether it is sold to consumers or companies, knows how difficult it is to find a reliable partner to distribute its products in China

What want a Chinese distrbutor ?

When a Chinese distributor is working with a new international brand, there are several expectations and considerations that come into play. Here are 10 key things a Chinese distributor might expect:

  1. Brand Proposition:
    • A well-defined and communicated brand value proposition of the international partner that resonates with the Chinese market.
    • Understanding how the brand stands out from local and international competitors.
  2. Quality and History:
    • Consistent and high-quality products that meet or exceed the expectations of the Chinese consumers.
    • Assurance of product consistency and reliability over time.
  3. Marketing Support:
    • Marketing materials and support to effectively promote the brand in the Chinese market.
    • Collaborative efforts in creating localized marketing strategies to connect with the target audience.
    • in 2024, they expect to have to deal with a Brand that has already basic in marketing
  4. Training & Knowledge:
    • Training programs to educate the distributor’s staff about the products.
    • Access to comprehensive product information, specifications, and updates.
  5. Exclusive Rights or Territories:
    • Clear agreements regarding the exclusivity of distribution rights in specific regions or markets.
    • Protection against parallel imports or competition from other distributors.
    • Everything is negociable of course
  6. Communication:
    • Open and communication channels with the international brand.
    • Regular updates on product availability, changes in pricing, or marketing strategies.
    • They expect that the brand will provide them all the communication that they need in Chinese
  7. Logistical Support:
    • Efficient logistics and supply chain support to ensure timely deliveries from oversea to China
    • Assistance with customs and regulatory compliance to streamline the import process.
  8. Adaptation to Local market:
    • Willingness to adapt the product or marketing approach to align with local cultural preferences and trends.
    • Flexibility in packaging, sizing, or other product features to meet local demands.
    • Packaging is important to enter to the retail market
    • Discovery pack , are important to make consumers try your products in 2024
  9. After-Sales Support:
    • A commitment to providing after-sales support, including warranty services or troubleshooting assistance.
    • Clear procedures for handling product returns or exchanges.
  10. Mutually Beneficial Relationship:
    • It means “PROFIT” for them
    • A collaborative and mutually beneficial partnership that goes beyond transactional dealings.
    • Opportunities for joint marketing initiatives, co-branding, or exclusive promotions.

Adaptation packaging during Chinese New year

As in other countries, your distributors can be trained to provide technical and customer support to your customers in China. The difference in China is that service levels are extremely low and the in-house expertise of a distributor is often insufficient. Therefore, in order to control your brand, you have to find the right partner. This is difficult.

So where do you find the Chinese distributors in the first place? There are several ways. In addition to referrals to contacts, there are a growing number of trade shows in China. Here is a list of fairs classified by sector to allow you to find something suitable.

What to ask to Chinese distributors?

Whenever we are considering a distribution partner we start by asking a few basic questions to create a shortlist. It’s an easy way to eliminate the majority of distributors that are simply not a good fit for our clients or us. Here are 10 example questions to get you started:

  • What is their REAL  turnover?
  • How long have they been in YOUR industry ?
  • How many years’ experience do they have in this Distribution Business
  • What other products/ brands they distribute
  • Where Other brands are distributed ? (Can I see that)
  • What staff will work for my Brand ?
  • What is the Communication Process ?
  • What they need to succed usually ?
  • Who is the Real boss ?

3 steps to find a distributor in China:

China Distributors

China Distributors


  • Be careful: distributors will not sell your products if they think Chinese customers will not buy them.

So you need to spread your brand image on Chinese websites or social networks so that consumers can learn more about your products. Work on your digital strategy and prove to distributors that your products can attract many Chinese consumers.

2. Marketing to Chinese Distributors 

  • You can start selling your product to Chinese consumers before you even have a distributor.=> Think E-Commerce 

By integrating with e-commerce platforms, consumers can find your products … a good start when you always build your brand. That way, once you start meeting with distributors, they will see that Chinese consumers really want your products. Further reading Here and Here


Once you have found distributors for your product, the corresponding marketing campaigns will always be your responsibility. And this is a crucial step: you need a solid strategy to support the launch of your product. And, as we have already seen, distributors are not specialists in this field. Take control of your marketing strategy if you want to get results from your distributor.

Little Red book is Crutial in China in 2024

Little Red Book (Xiaohongshu) holds significance when marketing to Chinese distributors for several reasons:

  1. Influential User-Generated Content:
    • Little Red Book is a platform where users actively share their experiences, reviews, and recommendations about products. Distributors can benefit from the platform’s influential user-generated content, which provides authentic insights into consumer preferences and trends.
    • Understanding the content and discussions on Little Red Book can help distributors tailor their marketing strategies to align with the preferences and demands of the Chinese market.
  2. Identification of Trends and Preferences:
    • The platform serves as a valuable resource for identifying emerging trends and preferences in the Chinese consumer market. Distributors can leverage the content shared by users to gain insights into popular products, consumer behaviors, and market demands.
    • This information can guide distributors in selecting the right products to introduce or distribute, ensuring they align with current market trends and cater to the preferences of Chinese consumers.
  3. Influencer Collaboration Opportunities:
    • Little Red Book is a hub for influencer marketing, and many distributors collaborate with influencers to promote their products. Partnering with influencers on the platform can significantly enhance a distributor’s visibility and credibility.
    • Distributors can leverage the influence of key opinion leaders (KOLs) on Little Red Book to promote their brands and products, reaching a wider audience and establishing trust with potential buyers.

Xiaohongshu or Little Red Book serves as a valuable tool for Chinese distributors by providing insights into consumer behavior, trends, and preferences. It also offers opportunities for collaboration with influencers, enabling distributors to enhance their brand visibility and credibility in the competitive Chinese market.


You come to China to sell your product, the process has been long … you have not done this for anything, and you are here to stay. Therefore, you need to keep your customers plugged into your products and loyal to your brand. The best way to do it? Build a relationship with them, communicate with them and listen to what they need. The digital channel is your best solution for this, especially in the Chinese market where applications and social networks allow for a strong commitment.


  • We can help you to identify and get the RIght distributor in China
  • Give us an estimate for what you need, Marketing to distributors
  • And after having reacted with Chinese distributors.
  • We have already helped more than 300 brands to enter the Chinese Market    

Contact us or let us a Comment to find a distributor in China

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  1. Hello
    I want a Chinese online Distributor can you help us ?
    We are a healthcare brand and want to sell online on taobao & alibaba

  2. Hello
    I want to find a dirstribution for my new energy Drink . Can you recommand one for me please. I am interested by your services for Branding and Communication.

  3. Hi.. I am in South Africa and I want to buy cheap, good quality clothes, shoes and bags for reselling. Can you help me?

  4. Hello, Very interesting Where can I find china product distributors / china wholesale suppliers list or agentsin china. People told me that it is hard to identify the best chinese distributors, and they have usually no websites, they are like old style way and most wholesale suppliers

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