China’s market access requirements, product safety rules, technical standards and certification systems differ significantly from those in the European Union. Regulatory changes are frequent and information is not always available in English. Our new report, China Market Access for Consumer Goods, aims to help European SMEs overcome these challenges.
The report provides practical guidance on how to comply with Chinese regulations for consumer goods imported through general trade. It delves into product safety, conformity assessment and certification requirements that must be met before products can enter the Chinese market.
Understanding China’s consumer goods market
The report begins with an overview of the consumer goods sector in China. It explains how consumer goods are defined under Chinese standards and how the market is structured. Consumer goods cover a wide range of products, from household items and electronics to textiles, apparel and cosmetics.
This section also introduces the main market entry channels. Some products eligible to be sold via cross-border e-commerce may benefit from regulatory exemptions, while products imported through general trade are subject to stricter labelling, certification and safety requirements. Understanding these rules at an early stage is essential to avoid pitfalls and delays when entering the market.
Key market access challenges for EU SMEs in China
The report highlights common challenges that European SMEs face when exporting consumer goods to China. China’s regulatory framework has vertical and horizontal elements, with sector-specific rules combined with cross-cutting requirements. These rules change rapidly with short transition periods.
Most consumer goods require licences, registrations or mandatory certification before import. Authorities in different regions may interpret requirements differently. All product information must be provided in Chinese, and localisation of packaging and design is often expected by consumers. Customs inspections are frequent and focus heavily on documentation, licences and certification marks.
Product safety and conformity assessment in China
A central part of the report narrows in on product safety and conformity assessment. It explains China’s Product Quality Law and other sector-specific legislation for consumer goods. The report outlines the obligations placed on manufacturers, importers and distributors to ensure product safety and consumer protection.
The roles of relevant authorities are explained, including those of market regulation bodies responsible for product quality, standardisation and certification, as well as customs authorities responsible for border inspections.
Chinese standards for consumer goods
The report provides a detailed explanation of China’s standards system. It explains the difference between mandatory and voluntary standards and how voluntary standards may become mandatory in practice. The coding system used for national and sectoral standards is introduced to help companies identify applicable requirements.
Specific examples of consumer goods standards are included, covering areas such as labelling, instructions for use and safety risk assessment. The report also highlights the difficulty of accessing full standard texts and the limited availability of official English translations.
Certification schemes for consumer goods in China
Certification is a key requirement for market access in China. The report explains both horizontal and vertical certification schemes that apply to consumer goods.
Horizontal schemes apply across multiple sectors. These include the China Compulsory Certificate, the China Energy Efficiency Label and China RoHS II. These schemes are often mandatory and must be completed before products can be sold.
Vertical schemes apply to specific product categories. The report provides examples such as telecommunication equipment and cosmetics, which are subject to product-specific approval or registration procedures. These examples illustrate how certification requirements vary between sectors.
Case study: textile and apparel products
The report concludes with a practical case study on textile and apparel products. This section demonstrates how multiple standards and regulations apply to a single product category. It covers health, safety and labelling requirements and shows how different layers of compliance interact. The case study serves as a practical guide not only for textile and apparel companies, but also for EU SMEs in other consumer goods sectors.
Report contents
1. Sector overview
1.1 General aspects to consider
1.2 Market entry channels
2. Product safety and conformity assessment: core elements
2.1 Regulatory framework
2.2 Competent authorities
2.3 Standards and specifications
2.4 Certification, marks and licensing systems
2.5 Inspections, surveillance and recall of products
3. Horizontal certification schemes: examples
3.1 China Compulsory Certificate – CCC
3.2 China Energy Efficiency Label – CEL
3.3 Hazardous Substances in Electric Products – China RoHS II
4. Vertical certification schemes: examples
4.1 Telecommunication equipment – Radio Type Approval (SRRC)
4.2 Cosmetics – Notification/Registration Certificate
Case study: Textile and apparel products
To download the full report, please sign in or create an account. Do you have a question on how to export consumer goods to China? You can ask our experts for information.
