Cross-Border E-Commerce: Take Part in Our Case Studies

19 December 2022

Many companies choose CBEC as a way to test a product for the first time in the Chinese market and collect feedback.

Cross-Border E-Commerce (CBEC) has become an attractive way for European SMEs to sell their products to China. CBEC allows for the sale of imported products on cross-border dedicated platforms; such products are generally considered personal goods and are eligible for substantial facilitations in terms of market access, taxation and customs clearance.

The EU SME Centre is in the process of updating one of its existing reports on this topic. Specifically, the report will provide an up-to-date overview of China’s CBEC regulations, import patterns, taxation and catalogue. The focus of the report will be on how to open and operate official CBEC stores on China’s most popular platforms: Tmall, JD.com, WeChat, Kaola, etc.

CBEC is an attractive choice to sell high-quality imported products without going through the long and often costly procedures required for general trade sales.

For this reason, we are looking for European SMEs, business organisations and agencies willing to share their experience and best practices in opening, maintaining and growing official CBEC stores. The objective is to provide insights to EU SMEs on the potential of this market channel, as well as practical guidance on the required actions and possible initiatives to successfully sell products via CBEC.

Structure of the case studies

Each case study can be developed either after an interview with EU SME Centre experts, or fully by the SME, business organisation or agency. The structure and content of the case study is open and entirely based on your experience; case studies cover in general the following aspects:

  • Your overall situation in/with China
  • Overview of specific cases of opening and operating CBEC stores, on one or more platforms, including:
    • Preliminary phase: which CBEC platform was the right one for you?
    • Registration procedure, costs, timeline
    • Design of the store, promotional material
    • Marketing or promotional campaigns (e.g. during China’s major online shopping festivals and at other times)
    • Competition with other foreign or local brands
    • What did (or can) go wrong, how to prevent mistakes
    • Future plans and outlook
  • Key takeaways:
    • How to make the most out of a CBEC store?
    • What are, in general, the most successful CBEC stores?
    • Cultural differences of Chinese consumers / features of the Chinese market
We are looking for examples from different product categories (e.g. F&B, cosmetics, electronic products, etc.) and different CBEC platforms to make our report comprehensive.

What’s in it for you
The case study will be included in the EU SME Centre’s updated report with the visibility elements from your company.
We will invite you to present your experience during an ad hoc webinar to be organised after the publication of the report. Other joint promotion or support activities can be discussed and organised.

Contact details
Interested SMEs, business organisations and agencies can contact us by email before 31 January 2023 at: alessio.petino@eusmecentre.org.cnarvid.tilner@eusmecentre.org.cn

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