The China Expert Case Study: Ricardo Kiehnle on Selling Food and Beverage in China
Updated: 17 hours ago
Quick answer: In this China Expert case study, Ricardo Kiehnle shares what went wrong, and what eventually worked, when an international brand took on China's food and beverage market through ecommerce and wholesale distribution. Alongside the video, this guide covers the rules every brand should plan for: food imports are regulated before they are commercial, so the factory registration, Chinese labelling and your own China trademark need to be in place before the first distribution deal is signed.
Last updated: November 2026
This episode of The China Expert Series is a case study rather than a straight interview. Kristina Koehler-Coluccia sits down with Ricardo Kiehnle to go through what happened when an international brand took on China's food and beverage market on its own terms: the mistakes, the failures and what eventually worked.
Below you can watch the full conversation, followed by a practical guide to selling food and beverage in China: the import rules, the choice between a distributor, cross-border e-commerce and your own company, and the steps to take before you sign anything.
Watch the Full Case Study
The conversation was recorded in 2022 and runs for about 77 minutes. Some import rules have changed since then, and the sections below reflect the position in November 2026.
Who Is Ricardo Kiehnle?
At the time of the interview, Ricardo Kiehnle was Managing Director at Zig Ventures, part of the Mariposa Group, working in the Chinese food and beverage distribution market across both ecommerce and traditional wholesale channels. He is candid about the things that went wrong, which is what makes the conversation useful.
What the Episode Covers
What the Chinese food and beverage distribution market looks like from the inside.
The failures and mistakes an international brand made trying to enter it.
How Chinese ecommerce and wholesale distribution differ in practice.
Where the recovery came from, and what changed to make it work.
What Ricardo would do differently if he were starting again.
Why Food and Beverage Is the Hardest First Product for China
Distribution problems in China are rarely only commercial. In food and beverage they are regulatory first, and these requirements apply before a single pack reaches a shelf:
Requirement | What it means |
Factory registration | Since 1 January 2022, overseas manufacturers of most foods must be registered with China Customs (GACC) before their products can be imported. Updated rules have applied since 1 June 2026. |
Importer filing | The company importing the goods must be filed with China Customs as the consignee. |
Chinese label | Every consumer pack needs a compliant Chinese label before customs clearance. A revised labelling standard, GB 7718-2025, applies from 16 March 2027. |
Selling food | A company selling only prepackaged food files with the market regulator; other food activities need a food business licence. |
Trademark | China is first-to-file, so the brand should be registered in China, including in Chinese characters, before launch. |
A distributor can handle most of this, which is why so many brands start that way. But it also means the import records, the licences and very often the Chinese trademark end up in the distributor's name rather than yours.
Distributor, Cross-Border E-Commerce or Your Own Company?
Route | How it works | Trade-off |
Distributor | A Chinese importer handles customs, labels and licences and sells to retailers | Fastest start, but the import records, licences and often the trademark sit with the distributor |
Cross-border e-commerce | Products are sold online to Chinese consumers from bonded or overseas warehouses | No Chinese label needed on the pack, but purchase limits apply and offline retail is not possible |
Your own company | Your China company imports and sells, often through distributors underneath | More control over pricing, data and the brand, but more set-up and ongoing compliance |
Cross-border e-commerce purchases are limited to RMB 5,000 per transaction and RMB 26,000 per person a year, which makes it a good way to test demand but rarely a long-term channel on its own.
Steps to Take Before You Sign a Distribution Agreement
Register your trademark in China, in English and in Chinese characters. See our China trademark registration service.
Check that your factory is registered with China Customs for your product category.
Prepare a compliant Chinese label before the first shipment.
Agree in writing who holds the import records and licences, and what happens to them if the partnership ends.
Plan when to set up your own China company, so you can take the channel back once sales justify it.
Selling Food and Beverage in China at a Glance
Item | What applies |
Factory registration | Required with China Customs for most foods since 2022 |
Chinese label | Required on every consumer pack; GB 7718-2025 from 16 March 2027 |
Selling food | Filing for prepackaged food only; food business licence for other activities |
Cross-border e-commerce | RMB 5,000 per transaction and RMB 26,000 per person a year |
Trademark | First-to-file; register before launch |
Main risk with distributors | Import records, licences and trademark held in their name |
Woodburn helps food and beverage brands keep control in China. We register your China company and protect your trademark, then run the accounting and financial reporting once you are trading.
Frequently Asked Questions
Who is Ricardo Kiehnle?
At the time of the interview, Ricardo Kiehnle was Managing Director at Zig Ventures, part of the Mariposa Group, working in China's food and beverage distribution market across ecommerce and traditional wholesale channels.
Do overseas food manufacturers need to register with China Customs?
Yes, for most food products. Since 1 January 2022, overseas manufacturers must be registered with China's General Administration of Customs before their products can be imported, and updated rules have applied since 1 June 2026.
Do imported foods need a Chinese label?
Yes. Every consumer pack imported through normal trade channels needs a compliant Chinese label before customs clearance. Products sold to individual consumers through cross-border e-commerce are the main exception.
Should a food brand use a distributor or set up its own company?
Many brands start with a distributor because it is faster. The risk is that the import records, licences and sometimes the trademark sit with the distributor, so register your own trademark early and plan when to set up your own company.
Why register a trademark in China before launch?
China operates a first-to-file system, so whoever files first usually owns the mark. Registering early costs far less than buying back a mark that a distributor or a third party filed first.
Related Reading
Bring your food brand to China on your own termsWe register your China company and trademark, then handle the accounting, tax and payroll, so you keep control of your brand and your sales channel. Book your free 30-minute consultation → Or call Shanghai +86 21 5116 2893 · Hong Kong +852 3978 0300 |
About Woodburn Accountants & Advisors
Woodburn Accountants & Advisors helps international businesses set up and run companies in mainland China and Hong Kong. With more than 30 years' experience and offices in Shanghai and Hong Kong, our team of chartered company secretaries, certified public accountants and tax specialists has guided hundreds of foreign companies, from first-time market entrants to established multinationals, through company registration, accounting, tax, payroll and annual compliance. We combine large-firm expertise with boutique responsiveness.
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