The China Experts: Shlomi Mahfouda of Up 2 China on Cross-Border eCommerce
- 2 days ago
- 2 min read
Updated: 3 hours ago
In this episode of The China Experts, Shlomi Mahfouda, Founder of Up 2 China, talks about his route into the Chinese market, why he chose to become an entrepreneur, and the challenges he has faced building a business there.
Who is Shlomi Mahfouda?
Shlomi Mahfouda is the Founder of Up 2 China. His work sits at the intersection of brand strategy and cross-border eCommerce, helping international companies reach Chinese consumers without necessarily starting with a full local operation. That vantage point makes him a useful commentator on where the market is genuinely growing and where the numbers flatter to deceive.
What this episode covers
His journey to China and the reasons behind becoming an entrepreneur
The challenges he has faced along the way and how he worked through them
The economic climate in China for brands selling via cross-border eCommerce
What the results of the 11.11 shopping festival signalled about consumer demand
His expectations for foreign brands in the year ahead
Why this matters if you sell into China
Cross-border eCommerce is often the cheapest way to test Chinese demand, but it comes with real limits: you cannot issue local fapiao, you have less control over customer data and after-sales service, and your brand protection is weaker. Companies that find genuine traction usually reach a point where a local entity, a registered trademark and domestic invoicing stop being optional. Shlomi's read on the market is a useful way to judge whether you are at that point.
Watch the full interview
Thinking about setting up in China?
Woodburn Accountants & Advisors helps foreign companies register and run entities in China and Hong Kong, covering company registration, trademark protection, accounting, payroll, tax and audit. If this interview has raised questions about your own China plan, our team can help.