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Selling in China: opportunities for your business

Are you looking for new growth opportunities for your business? Have you ever wondered how to expand your market into one of the world's most dynamic and rapidly growing economies? Selling in China could be the solution you are looking for.

Continue reading to discover the main opportunities and successful sectors for your business in China and how to best take advantage of these potentials.

Selling in China: Opportunities for your business


What do we export to China?

Analyzing the data released by the Italian Embassy and processed from ICE Agency data sourced from ISTAT, a clear picture emerges of the main categories of Italian exports to China.

Luxury products are particularly appreciated in China, with strong demand for high fashion clothing, accessories, and footwear. Italian brands such as Gucci, Prada, and Valentino are synonymous with style and quality, and the Chinese market is one of the largest consumers of luxury goods in the world.


The Italian jewelry sector also maintains a high prestige in China. Italian jewelry, known for its innovative design and high-quality craftsmanship, is in high demand. Exports of Italian jewelry to China include both high-end pieces and more accessible jewelry that combines contemporary design and tradition.

These sectors reflect not only Chinese consumers' appetite for high-quality products but also the excellence and competitiveness of Italian industries. The growing demand for Made in Italy in China offers significant opportunities for Italian companies looking to expand into this vast and dynamic market.

Machinery and equipment represent one of the major categories, with an export value that reflects the robustness of the Italian industrial sector. This includes machine tools, material processing equipment, and other advanced technologies that find a fertile market in China, where the manufacturing industry is continuously expanding and modernizing.

The chemical products sector is another area of strong exports. This includes basic chemicals, pharmaceutical products, and specialized chemical preparations used in various industrial sectors. The innovation and quality of Italian chemistry ensure a competitive position in a market that values advanced solutions for production and health.

A significant segment is vehicles and components, where Italy exports luxury cars, motorcycles, and spare parts. The prestige of Italian brands such as Ferrari, Lamborghini, and Ducati attracts Chinese consumers seeking quality and status, while Italian components are valued for their reliability and performance.


The agri-food sector is experiencing growing interest in Italian products, particularly wine, which has seen a significant increase in exports. Italy is one of the leading exporters of wine to China, benefiting from the growing wine culture and demand for high-quality products. Other highly sought-after agri-food products include olive oil, pasta, cheeses, and cured meats, which find a market among Chinese consumers who appreciate quality and the Italian culinary tradition.

How to sell Italian products in China?

Selling Italian products in China requires a well-structured strategy that leverages the most effective sales platforms and techniques to reach Chinese consumers. Here are some promising methods:

  1. Collaboration with local distributors and agents: The most effective strategy to enter the Chinese market is to engage with local distributors and agents. These partners can provide crucial feedback and essential support for successful market penetration. One useful method, which we also employ at China Digital Marketing, is conducting thorough research on major industry fairs, analyzing exhibiting companies that sell similar products to identify potential distributors and retailers. Furthermore, detailed research on the Chinese web, based on analysis of the brand's main competitors, can uncover additional valuable contacts. Local distributors and agents not only facilitate market access but can also become strategic partners for the success of top European companies in China.

  2. E-commerce: Opening your own e-commerce platform independently can be advantageous for maintaining control over the brand and operations, but it requires a good understanding of the Chinese market, regulations, and consumer preferences. Investments in marketing, logistics, and customer support are essential.

  3. Existing e-commerce platforms: Relying on platforms like Alibaba, JD, Tmall, or Pinduoduo provides immediate access to millions of Chinese consumers. Alibaba, for instance, offers solutions for foreign businesses through Tmall Global. is renowned for its excellent logistics network, while Pinduoduo is popular for social commerce and group buying sales.

  4. Live Streaming Commerce: Live streaming commerce is becoming increasingly relevant in China. Platforms such as Taobao Live, Kuaishou Live, and Little Red Book enable companies to interact directly with consumers, answering questions in real-time and offering special promotions.

  5. Social Network: Platforms like WeChat, Weibo, and Little Red Book (Xiaohongshu) are powerful sales channels. WeChat, with its mini-programs, allows for the creation of integrated online stores, while Little Red Book is ideal for marketing beauty and fashion products through user reviews and recommendations.

Contattaci per scoprire come possiamo guidarti sul mercato cinese

Selling in China, a process that needs to be structured: where and how to start

To succeed in the Chinese market, it is essential to adopt a structured and well-planned approach. The first phase consists of market analysis and research in China, to fully understand the needs and preferences of Chinese consumers. This includes studying consumption trends, competition and cultural specificities that may influence purchasing decisions. Using market analysis tools, surveys, and industry studies can provide valuable insights that help determine which products are most likely to succeed and how to best position themselves.

Furthermore, collaborating with local consulting firms that understand the Chinese market can facilitate data interpretation and strategic planning.

Product localization is another crucial step. This is not limited to translating labels and descriptions but includes adapting the product itself to local preferences. For example, Chinese consumers may have different tastes in terms of flavors, design, and functionality compared to Western consumers.

Once the offering is defined, it is important to choose the most appropriate entry strategy. As mentioned earlier, e-commerce is one of the main avenues, but not the only one. Opening a representative office in China can be useful to better manage local operations, build relationships with business partners, and gain a closer understanding of the market.

Registering the trademark in China is an essential step to protect your intellectual property. The Chinese registration system operates on the "first-to-file" principle, so it is important to register the trademark as soon as possible to avoid future legal issues.

An effective marketing strategy is essential to becoming known and appreciated by Chinese consumers. Digital campaigns on local platforms such as WeChat, Weibo, Douyin (the Chinese version of TikTok), and Little Red Book are essential to reach a wide and targeted audience.

Moreover, collaborating with KOLs (Key Opinion Leaders), that is, local influencers, can significantly increase the brand's visibility and credibility.

Finally, it is crucial to collaborate with local experts who are well-versed in the Chinese market. Specialized marketing agencies like China Digital Marketing can offer consultancy and support services to develop effective entry strategies, manage advertising campaigns, optimize social media presence, and monitor marketing activity results.

These steps, if executed correctly, can facilitate entry and success in the complex and competitive Chinese market.

Il live streaming commerce per ottenere visibilità e vendite in Cina.

Click here to download your copy of our exclusive China Jewelry Trends Report 2024

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