How to start doing branding in China?

Feb. 25th, 2021

Jocelyn Sun



ISDIN is a sunscreen cream brand from Spain. By 2020, it has been launched on Tmall Global for five years. Its sales are now nearly 100 times larger than when it first entered the Chinese market. In 2020, ISDIN’s retail sales in Spain fell by more than 50% due to the epidemic. While in March, ISDIN Tmall Global flagship store achieved a monthly sales value of over 100 million RMB for the first time.

Although patience and long-term commitment are essential for branding, the entry time and product category can also dramatically affect. For example, generally, Chinese consumers are unfamiliar with new entrants/brands. Those brands have figured out how to catch up with important marketing nodes in China and have created a good brand promotion. In Sept. 2019, the South Korean beauty instrument brand Ulike entered China. Two months after its launch, on Double 11, the transaction of its hair growth helmet exceeded the daily sales by more than 2,000 times.

More and more overseas brands are sensing the potential of the Chinese market. Even though under severe COVID-19 global epidemic, it has not stopped foreign brands from entering China. The statistic shows that there are over 200,000 new products launched in Tmall Global from Jan. to Mar. 2020.

After assisting many overseas brands to do branding, providing them one-stop market entry consulting services, Jocelyn collated some common problems and pitfalls. During this webinar, Jocelyn will share her methodologies and experience to help overseas brands establish a basic understanding of China’s brand localization.


Part 1 Three Warm-up Questions Towards Your Brands

Part 2 Social Media Content Marketing: the first step or the always next?

  • Brand Official Account Management: Online “road show” of your business
  • KOL Marketing: How much ROI required is reasonable?
  • Live Streaming + e-Commerce: Money-earning or wasting?

Part 3 Channel and Platform Choosing

  • Online First: Cross-border e-commerce
  • New Retail: Combine your online business with offline

Part 4 SKU Selection

Part 5 Distribution System

  • What is a reliable distributor?
  • How to cooperate with Chinese distributor?

Part 6 Case Study


Date Time (GMT+8) World Clock Language
2021-02-25 16:00 ~ 17:00 UK: 08:00-09:00 English


Jocelyn Sun

ChemLinked Brand Strategist

Jocelyn Sun is a brand strategist providing market entry and localization consultancy services, from market entry (general trade and cross-border e-commerce), online store opening, distributor selection to long-term operation and management. Jocelyn graduated from the Queen Mary University of London with a master’s degree in marketing. She used to be an FMCG regulatory and market research analyst, and this experience makes her establish systematic importation procedure knowledge. Jocelyn possesses extensive experience in attending industrial conferences (China Dairy Products Annual Conference, CIIE, etc.), and has been invited to speak in many influential forums (FHC, CBBC, etc.).

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