The Chinese market represents an enormous opportunity for overseas health and wellness brands. The Cross-Border E-commerce (CBEC) channel has dramatically simplified market entry, allowing you to sell directly to Chinese consumers without establishing a physical entity in China. However, success hinges on strict compliance with China’s unique regulatory framework. This comprehensive checklist outlines the essential requirements for selling your supplements on platforms like Tmall Global and JD Worldwide.
1. Channel Definition: The “CBEC Positive List”
Verify Product Eligibility: Your product category must be included in China’s official “Cross-Border E-commerce Retail Import Positive List.” This is the foundational document that dictates what can be sold via this channel.
Understand the “Negative List”: Be aware of prohibited ingredients and product categories. Certain substances common in other markets may be restricted or banned in China.
Key Distinction from General Trade: The CBEC pathway is fundamentally different from traditional “General Trade.” It offers streamlined market access but operates under specific purchase limits
2. Entity & Platform Partnership
Overseas Registration: Your company must be legally registered outside of Mainland China.
Mandatory Platform Presence: You must sell through an approved CBEC platform (e.g., Tmall Global, JD Worldwide, Douyin Global). Direct-to-consumer sales through your own international website are generally not permitted under the standard CBEC model.
3. Logistics & Fulfillment: The “Bonded Warehouse” Model
Bonded Warehouse Shipment: Inventory must be shipped in bulk to a Chinese Bonded Warehouse located in a designated Cross-Border E-commerce Pilot Zone (e.g., Hangzhou, Guangzhou, Ningbo).
Individual Parcel Customs Clearance: When an order is placed, individual parcels are cleared through customs directly from the bonded warehouse. This enables faster shipping times (often 3-7 days) and leverages streamlined customs procedures.
4. Taxes & Purchase Limits
Cross-Border E-commerce Import Tax: Sales are subject to a composite tax, which combines Tariff, Value-Added Tax (VAT), and Consumption Tax (the latter applies to certain categories). The effective rate is typically more favorable than General Trade.
Strict Adherence to Purchase Limits: Your platform and systems must be configured to strictly enforce the single-transaction and annual purchase limits. Orders exceeding these caps will be rejected at customs.
5. Advertising & Promotional Compliance
Content Review: All advertising and promotional content on the platform is subject to review. Ensure claims are substantiated and align with the translated product information.
Consistency Across Channels: Marketing materials, product images, and descriptions must be perfectly consistent with the information declared to customs to avoid clearance delays or penalties.
Disclaimer: This checklist is for informational purposes only and does not constitute legal advice. China’s regulatory environment is dynamic. It is imperative to consult with local CBEC legal experts and your chosen platform’s compliance team to validate your specific product and strategy before launch.
By meticulously following this structured approach, overseas brands can confidently leverage the power of Cross-Border E-commerce to tap into the vast Chinese consumer market, ensuring a launch that is both successful and fully compliant.