EU SMEs can sell directly to Chinese customers via their own EU-hosted websites. Customers can access the site, complete payment, and await delivery, avoiding CBEC platform fees and large stock commitments. However, only the direct shipping model (customs supervision code: 9610) is allowed, resulting in higher shipping costs, longer delivery times, and lower margins, which often deter Chinese consumers. The requirements to operate in this way are:
- Customs registration: A domestic agent must register at Chinese Customs, assume liability for product safety, and ensure the product’s HS code is on the CBEC Positive List.
- Logistics providers: A licensed logistic provider, directly connected with Chinese customs, must necessarily be used by the foreign seller, to prevent shipment delays or product returns.
At the same time, even if theoretically possible, this model has several problems which de facto limit its viability:
- Consumer habits: Chinese customers prefer shopping via apps and platforms with seamless user experiences and 24/7 after-sales services.
- Search engine limitations: With popular international search engines blocked in China, websites are hard to discover, limiting customer acquisition opportunities.
- Localisation needs: Websites require full localization to meet Chinese preferences, as direct translation is insufficient. European taste and Chinese taste differ profoundly.
- Payment methods: Sites must support Alipay and WeChat Pay, as credit cards are rarely used.
In short, this approach is cost-effective and quick to implement, but best suits companies with established brand recognition in China.
