Taking an Australian brand to China and Asia
Australian products have a strong reputation in China for quality, safety and clean origin. Turning that reputation into sales takes a Chinese name, a Chinese-language presence and the right route to market. We help Australian businesses with each, starting with China, where our relationships are strongest.
What changes when you sell in China
China is not one channel, and a brand that is well known in Australia usually starts there as an unknown.
- A Chinese name
- Chinese consumers will give a foreign brand a Chinese name if it does not choose one. China registers trade marks on a first-to-file basis, so both the English and Chinese names should be registered early.
- A route to market
- Cross-border e-commerce lets many products reach Chinese consumers without full Chinese registration. Selling through general trade usually requires more registration first. The right route depends on the product.
- Registration
- Many categories need registration before general trade. Cosmetics are registered or filed with the National Medical Products Administration, and overseas food manufacturers register with China Customs (GACC).
- Chinese platforms
- Google, Instagram and Facebook are not available in mainland China. Consumers research and buy on platforms such as Xiaohongshu, WeChat, Douyin and Tmall.
How we work with a brand
As with brands coming to Australia, each stage stands on its own.
Screening call
A free conversation about the product, the business and what it wants from China or Asia.
China Readiness Review
A fixed-fee review of whether there is demand for the product in China, which route to market suits it, what registration it will need, and a realistic view of time and cost.
Chinese name and trade mark
Choosing a Chinese brand name that works, and registering the English and Chinese names in China through a registered agent there.
Chinese-language presence
A brand story written for Chinese consumers, and content for the platforms where they research and buy, such as Xiaohongshu (小红书), WeChat and Douyin.
Market visits and introductions
Visits to China to meet potential partners and customers, drawing on our relationships and our trade and cultural exchange programs.
Beyond China
Our strongest relationships are in China. If you are looking at another market in Asia, tell us what you need and we will tell you plainly whether we are the right fit.
Looking north?
Start with a free screening call.