Go-to-Market Strategies for Irish Brands and Exporters selling in China

Entering the Chinese market is a major milestone for any business—but succeeding there requires more than just shipping products overseas. For Irish brands and exporters, the real challenge begins with understanding how to effectively sell and scale in China’s unique commercial environment.

From navigating local distribution and digital platforms to building trust through influencers, a strong go-to-market strategy is essential. This guide provides practical, high-value insights to help Irish companies thrive in China, not just survive.

1. Choosing the Right Sales Model: B2B, B2C, or Cross-Border E-Commerce

The first step in selling in China is deciding how to enter the market. Your route to market will influence your costs, control, and long-term scalability.

Business-to-Business (B2B)

This model involves working directly with Chinese distributors, wholesalers, or institutional buyers. It’s a popular choice for Irish companies in sectors such as pharmaceuticals, manufacturing, and technology, where product complexity or regulation limits direct-to-consumer sales.

The main advantages of B2B include lower upfront investment in marketing and logistics and faster access to established networks. However, the trade-off is less control over pricing, branding, and customer relationships.

Business-to-Consumer (B2C)

If you want to build a consumer brand in China, selling directly to end customers is the way forward. B2C allows Irish companies to own the customer experience, set pricing strategies, and build long-term brand loyalty.

This model works particularly well for food & beverage, wellness, beauty, and premium lifestyle products. While it requires more resources—including localization, marketing, and local warehousing—the returns can be substantial for brands that resonate with Chinese consumers.

Cross-Border E-Commerce (CBEC)

For Irish exporters looking to test the market with lower regulatory risk, cross-border e-commerce platforms such as Tmall Global and JD Worldwide provide a compelling entry point. With CBEC, you can sell directly to Chinese consumers from Ireland without establishing a local entity in China.

This model is ideal for premium, imported products—especially in the health, baby care, and food sectors. It’s faster and simpler to launch, but also comes with limitations on product categories, slower delivery times, and less brand presence in lower-tier cities.

2. Localizing Your Brand for the Chinese Consumer

Chinese consumers are savvy, discerning, and deeply influenced by cultural relevance. What sells in Dublin may not land the same way in Shanghai. This makes localization one of the most important steps for Irish brands entering China.

Brand Name

Your brand name should be translated into Chinese—not just phonetically, but with a meaning that resonates. Many successful foreign brands have adopted Chinese names that convey quality, heritage, or desirable lifestyle traits. Avoid direct translations that may sound awkward or lose the emotional appeal.

Packaging

Chinese consumers value attractive, informative, and trust-building packaging. Include key information such as product origin (Ireland), health benefits, certifications (like EU organic or ISO), and QR codes for product verification. Premium packaging matters—it signals credibility.

Pricing Strategy

Pricing in China is complex. While there is a segment for low-cost products, Irish goods are often seen as premium, and consumers are willing to pay more—if the value is clear. Be strategic: don’t simply compete on price. Use storytelling, origin, and safety to justify higher positioning.

Marketing Message

Your messaging should reflect local values and aspirations. For example, Irish dairy can be positioned around purity, family health, and European quality standards. What matters is making a human connection that aligns with the aspirations of the Chinese consumer.

3. Choosing the Right Distribution Channels

Distribution in China is fragmented and competitive. There’s no one-size-fits-all model—successful Irish brands combine online and offline channels to reach their target markets effectively.

Offline Distribution

Retail partnerships with supermarkets, health stores, or pharmacies are ideal for food, beverage, and wellness products. You can also work with importers and regional distributors who understand local regulations and consumer trends.

However, managing offline sales requires careful control over pricing, inventory, and brand consistency. Choose partners with a proven track record, and make sure contracts clearly outline exclusivity, performance targets, and territory.

Online Distribution

China’s e-commerce ecosystem is the largest in the world. Platforms like Tmall, JD.com, Pinduoduo, and Kaola offer access to millions of consumers. These platforms are essential for consumer goods and lifestyle products, especially if your strategy is focused on Tier 1 and Tier 2 cities.

For new brands, starting with a flagship store on Tmall Global or launching a WeChat mini-program can offer visibility and consumer trust without needing a full local team.

4. Mastering China’s Digital Marketing Channels

In China, the digital world drives buying decisions. Traditional advertising has little impact. Instead, content, livestreaming, influencers, and community engagement are key to conversion.

WeChat

WeChat is more than a messaging app—it's an ecosystem. Brands can create mini-programs (micro-apps within WeChat) for shopping, customer service, and CRM. It’s ideal for managing post-sale relationships and building loyalty.

Tmall & JD

These platforms are essential for consumer-facing brands. Tmall, JD, and their cross-border versions offer brand-controlled storefronts, payment integration, and exposure through paid advertising and campaigns.

Douyin (TikTok China)

Short-form video and livestreaming are dominant in China. Douyin is where consumers discover, engage with, and purchase products—all in one place. Irish food, fashion, and beauty brands can use Douyin for storytelling and real-time engagement.

Xiaohongshu (RED)

This platform blends lifestyle content with e-commerce and is popular among young, urban, female consumers. It’s ideal for beauty, fashion, health, and wellness brands looking to build trust through reviews and influencer posts.

Weibo

While its influence has declined in recent years, Weibo remains useful for PR, brand launches, and influencer campaigns, especially in the early stages of brand building.

5. Influencer Marketing and Building Trust with KOLs

In China, influencers—called Key Opinion Leaders (KOLs)—play a far more important role than in Western markets. They drive trends, shape consumer opinion, and most importantly, convert followers into customers.

Collaborating with the right KOL can bring instant visibility and credibility to an Irish brand. Consider both top-tier influencers and micro-KOLs, depending on your budget and niche.

You can work with:

• Product reviewers

• Livestream hosts

• Celebrity chefs or fitness influencers

• Vertical specialists in health, beauty, or parenting

Make sure KOL collaborations are authentic and compliant with China’s advertising and consumer protection laws. Consumers value transparency—don’t cut corners.

Final Thoughts: Strategy Before Sales

Selling in China is not about simply “entering the market”—it’s about building a market. Irish companies need to think long-term, invest in brand-building, and be willing to adapt.

The brands that succeed are those that:

• Choose the right entry strategy (B2B, B2C, or CBEC)

• Localize effectively across language, design, and culture

• Leverage China’s digital-first platforms and influencers

• Build trust before pushing for transactions

Ready to Sell in China? Work With Woodburn Global

Woodburn Global helps Irish businesses not only set up in China—but sell, grow, and lead in their sectors. We provide:

• Market entry and distribution strategy

• Cross-border and domestic e-commerce setup

• Localization support (naming, branding, packaging)

• Influencer and digital marketing guidance

• Ongoing legal, tax, and compliance support

Let’s build your brand in China—together. 

---

Woodburn Accountants & Advisors is one of China’s most trusted business setup advisory firms.

Woodburn Accountants & Advisors is specialized in inbound investment to China and Hong Kong. We focus on eliminating the complexities of corporate services and compliance administration. We help clients with services ranging from trademark registration and company incorporation to the full outsourcing solution for accounting, tax, and human resource services. Our advisory services can be tailor-made based on the companies’ objectives, goals and needs which vary depending on the stage they are at on their journey.

Contact us