Branding is everything in china. China is a market for brands in 2020. Chinese consumers are very attached to the brand (Label for quality), to the product image, the company, and its position.

Step by step Guide to selling Fashion brands in China

Marketing & E-Commerce Agency

We are the top and most visible Ecommerce & Marketing Agency for China you will find on the web. Our Services: E-Commerce, Search Engine Optimization, Advertising, Weibo, WeChat, WeChat Store & PR.

1 Understand the Chinese Market

2 Sell on Tmall Global

3 Create your own Chinese website

4 Introduction to Baidu SEO

5 Promote your brand via social media

6 Key Opinion leaders

7 Micro-Influencers have magic power

8 Public Relation: the art to seduce Chinese Consumers

9 Participate in local communities

International Brands have advantages in the Chinese fashion world

International companies are often focused on establishing their business quickly and trying to build profit, then they forget to build a good reputation around their brand.  It is very important to understand that Chinese people will only do business with you if you have established a reliable and trustworthy brand. China is becoming more and more digitalized than its counterparts. In fact, when you live in china, you will barely use cash or cards, a mobile phone is the substitute of your card(paying through my Wechat wallet or Alipay). So, if you plan to sell fashion brands to china, you should prepare yourself to go digital, and online platforms are the place to be.

The process for building an e-commerce store is similar for most businesses. You need to :

  • Pick a domain name
  • Choose a store builder
  • Design your digital shop
  • Add the necessary functionality (payment, shipping, etc)

Foreign companies that have opened successful online stores online have two common characteristics: They know the Chinese market and they have a deep knowledge of digital technology. You need to promote our brand on Chinese  E-commerce platforms and invest in marketing and communication.


The question that you have in mind is: which online eCommerce platform is the most profitable in China ?

2021 – Tmall Double 11 Fashion Leader

The two biggest online ecommerce platforms are :

  • Tmall Global (Tianmao)
  • JD.Com (jingdong)

A lot of Chinese people are buying products online, using e-commerce platforms authorized by the chinese government like Alibaba group, which holds a 56.5% stake,  second place we have JDcom with 24.7%.

The marketplace offers obvious advantages:

  • Existing and known  platform : visibility
  • Online payment already active
  • High traffic
  • Assistance 24/24 ;7/7

For a marketplace of those mentioned above, we are talking about daily visits of millions of users. A  thousand billion dollars is what the Chinese e-commerce has been Worth in 2017.


Tmall has over 50% of the market shares in China and frequently used by international retailers. If you plan to export to China, you should definitely have a look at this site. is more focused on kitchen appliances and other electronic product (Tmall is probably  the best choice for you).

The most important thing to keep in mind about both JD and Tmall is that you do not need to have a local company in China to start selling your products.

If you plan to sell on Tmall Global, you need to understand how to set up a store and the costs involved, you need to fulfil different requirement depending on which store type you choose.

Below I’ve listed the types of stores you can choose and the requirements :

  • You are the owner of the brand or have been granted permission from the brand owner to sell  on Tmall Global
  • Your store sells and represents a single brand
  • Your store sells and represents several brands (need separate approval from Tmall)
  • Your store sells and represents a multi-brand market place ( need separate approval from Tmall)

Businesses should be registered outside of china with trademarks in china. The company must be qualified for retail overseas and have good operating conditions. They must also be able to certify that their stock is located outside of China.


Creating your own website is a better way to establish a brand while selling your products. This is a great benefit for those looking to establish and sell long term clothing because it builds brand awareness. Chinese customers can find you. Many businesses turn to search engine optimization( SEO) and social media marketing to attract a crowd, but paid advertising is an option as well.

Having a Chinese landing page with hosting in china is an interesting and innovative opportunity created for anyone who wants visibility and success in the Chinese market. You have to host your website in China, this can guarantee you to be known by the Chinese consumers.


While Google is the dominant search engine in most counties, it’s not the same in China, only 2.3% of all searches in china happen on the western search giant.

To be truly successful in Baidu SEO, you will need a deep understanding of how to optimize for the search giant. However, optimizing for Baidu using the same approach used for Google. Baidu SEO comes with its own unique challenge environment, cultural differences, technical considerations.

The goal of on-page optimization is to make it easier for search engines to understand what each page on the site is about, which will help rank the page for relevant content.

To get the best SEO results on Baidu, you will have to host your web site within Mainland China(Hong Kong or Macau). There are two main reasons for this approach. The first is that hosting in Mainland China is a strong signal that the site is targeting the local Chinese market. The second is due to the Great Firewall. In fact, many sites outside of  Mainland China, load much more slowly than domestic sites, and may not always be reachable.

Unfortunately, because of the multiple local laws, hosting a website in China is much complicated than in other countries.    


Remember there is no Facebook, no Twitter, no youtube in China. International brands have to understand that the Chinese social networks are completely different from those of many western markets. More than 30% of millennials saying they engage with a brand on social networks. Brands must be fully invested in their social media marketing strategies and focus on engagement.

Here are some common social media goals to consider :

  • Increase brand awareness : in order to create  brand awareness, avoid a slew of promotional messages, and focus on meaningful content and a strong brand personality through your social channels. 
  •  Higher quality of sales: Digging through your social channels is nearly impossible without monitoring or listening to specific keywords, phrases or hashtags. Through more efficient media targeting, you reach your core audience much faster.
  • Improve your ROI : there’s not a brand on social media that doesn’t want to increase its return on investment. It’s important to performing a thorough audit of your channels and ensuring the cost of advertisements, and design stays on track.
  • Create a loyal fan base: does your brand promote user-generated content?  getting to this point takes time and effort with creating a positive brand persona on social.

Through social media, the main goal is to attract and convert potential customer. Many new social media platforms have been lauched for the Chinese market. These platforms want to compete with the established social media giants in China : WeChat and Weibo.

WeChat has three types of advertising :

  1. Moment ads
  2.  Official account ads
  3. Mini program ads

Weibo is the second most popular Chinese social media , it helps business target users according to detailed parameters. The difference between  WeChat and Weibo is that WeChat is a private social network, while Weibo is a public source of information.

In general, Chinese consumers rely on recommendation from friends, family, and influencers within the social network when purchasing. Therefore, influencer marketing is big on Weibo.


Influencers have magic power

The power to influence consumers purchasing habits has been shifting from traditional public media to individual brand ambassadors. These ambassadors are defined as key opinion leaders (KOLs) or influencers.they have a huge influence on Chinese purchase demands and can be recruited on behalf of a brand for promotional purposes.72% of brands in China indicated that they would continue to focus on social media marketing.

Your company should be ranked on top of  Baidu pages ;  in China it is necessary to have a good ranking on the search engine, because it will be there that  will be the first research done by the Chinese stakeholders and not. What do stakeholders find when they look up online ? do you search results reflect the first-rate company you represent, or do they look more

If what comes up is negative or irrelevant, it is like putting leads in a leaky bucket. No med off by what they find. On the other hand, an impressive online presence will help to reinforce and expand upon the positive experiences you have offline with stakeholders.

Public Relation: the art to seduce Chinese Consumers

Earning positive media exposure is instrumental to building your visiblity and increasing your credibility. Getting content placed in top tier or niche publications is a powerful way to get in front of a wider audience and open more  doors      for  your business. The same is true of press mentions and quotes.

Publishing  sophisticated articles is one the best ways to boost credibility and position yourself as thought leader in your industry. In china is important to communicate through post and issue, because people always look for stories and new information.


If you want to do a good personal branding  for CEO be active within the community and support  the relevant causes. A philantropic approach will allow you to strengthen  your  image and your brand.

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  1. Dear Sirs:

    We have read thoroughly your website and are interested in developing exposure and sales into China.

    Could you please inform us as to how you work….for example, costs involved with working with your company and any other pertinent information. We produce high quality and high fashion leather goods in Italy and have been interested in the Chinese market for a long time. Now is the time for us to explore this market.
    Please e-mail us information.

    Best regards,

    Earl Dame

  2. Dear Sirs:

    We have been trying to communicate with your company but our e-mails do not go through. We are seeking information as to how you work….costs, and any other important information you can give us.

    Please send us an email to let us know you are receiving our communications.

    Thank you.

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