How Scandinavian
Brands Can Enter China
Nordic-China trade exceeded $55 billion in 2025, growing 7.1% year on year. Scandinavian brands carry strong associations with clean design, sustainability, and quality — values that increasingly resonate with Chinese consumers. But converting that appeal into actual sales requires local infrastructure, platform expertise, and a partner who operates on the ground.
Why Scandinavian Brands Have an Edge in China
Chinese consumers associate Nordic brands with minimalist design, sustainability, and functional quality. The "Scandi-chic" trend has created real demand — especially in fashion, home goods, skincare, and children's products — but most Scandinavian brands still underestimate what it takes to convert that awareness into revenue.
Sweden alone accounts for over 1,900 investment projects in China, with companies like IKEA, Electrolux, SKF, and AstraZeneca operating large-scale operations. Denmark's Novo Nordisk, Maersk, and Lego have deep roots in the market. Norway's seafood exports to China are among the largest in the world.
But the next wave of Scandinavian brands entering China looks different. These are mid-sized fashion labels, DTC skincare brands, cycling companies, and premium food producers — brands that don't have the resources to build their own China team from scratch. They need a partner who can handle the infrastructure while they focus on product and brand.
Three Ways Nordic Brands Enter China
Most Scandinavian brands start with cross-border e-commerce. It's the fastest path to market with the lowest cost and regulatory burden — and it lets you test demand with real Chinese consumers before committing to a full local setup.
Cross-Border E-Commerce (CBEC)
Sell on Tmall Global, JD Worldwide, or other cross-border platforms using your existing Nordic company. No Chinese entity, no domestic product registration, reduced import taxes. Products ship to a bonded warehouse in China and reach customers in 3–5 days.
WFOE (Wholly Foreign-Owned Enterprise)
Set up a Chinese subsidiary to sell on domestic platforms like Tmall (not Global), open retail stores, and operate without cross-border restrictions. Required for categories with strict domestic regulation, such as cosmetics that need NMPA registration or health supplements that require Blue Hat certification.
Distribution Partnership
Partner with a Chinese distributor who purchases your products and sells them under their own import license. Faster market access but less control over pricing, brand presentation, and customer data. Common in food and beverage, health supplements, and seafood — categories where Nordic brands have strong demand.
How a Nordic Brand Launches in China
From trademark registration to first sale — a typical cross-border e-commerce launch takes 6 to 12 weeks with the right partner handling execution.
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01
Trademark Registration in China
File your trademark with the China National Intellectual Property Administration (CNIPA) before doing anything else. China operates on a first-to-file basis — if someone registers your brand name before you do, they own it in China regardless of your global trademark. This is especially relevant for Scandinavian brands with names containing characters like ø, å, or ä: you need to register both the original name and its Chinese transliteration. Registration takes 6–9 months but you can proceed with other steps in parallel once filed.
CNIPA Filing First-to-File Chinese Name -
02
Platform Selection and Store Setup
Choose between Tmall Global (largest cross-border platform, Alibaba ecosystem), JD Worldwide (strong in electronics and premium goods), or a multi-platform approach. Submit brand documentation, business license, and product information. Store design, product listing localization, and pricing strategy happen in this phase. Nordic brands often underestimate localization — direct translation of Danish, Swedish, or Norwegian product pages won't work. Every listing needs to be rewritten for Chinese consumers.
Tmall Global JD Worldwide Store Design -
03
Logistics and Bonded Warehouse
Ship initial inventory to a bonded warehouse in a Chinese free trade zone (Shanghai, Shenzhen, Hangzhou, or Zhengzhou are common). Products clear customs on a per-order basis when a consumer purchases, with reduced duties under the CBEC framework. Delivery to the end customer typically takes 3–5 business days. For Nordic brands, shipping routes are well-established — ColliCare, Maersk, and other Nordic-strong carriers operate direct services.
Bonded Warehouse Free Trade Zone 3–5 Day Delivery -
04
Marketing and Customer Acquisition
Build brand awareness through Little Red Book (Xiaohongshu) seeding campaigns, Douyin short videos, and WeChat content. Scandinavian brands have a natural advantage here: the "Nordic aesthetic" is a recognized category on Chinese social media. Run targeted ads on Tmall (Zhitongche) and platform promotions during key shopping events (Singles' Day 11.11, 618, Chinese New Year). KOL and KOC collaborations drive discovery and trust.
Little Red Book (Xiaohongshu) Douyin KOL/KOC Tmall Ads -
05
Daily Operations and Scaling
Customer service in Mandarin, order management, inventory replenishment, returns handling, campaign calendar management, and performance reporting. This is where most brands need a local partner — the day-to-day work of running a China business happens in Chinese, on Chinese time, on Chinese platforms. Scandinavian companies are used to operating across borders, but China's pace and platform complexity is a different level entirely.
Customer Service Inventory Reporting
Scandinavian Brands Already Selling in China
From household names to emerging DTC labels — Nordic companies across fashion, design, health, and consumer goods have entered the Chinese market through different models.
"Nordic brands are carving out a strong position in China. That familiar mix of clean design, quiet confidence, and a real commitment to sustainability is striking a chord in a market that's as fast-moving as it is complex."— WPIC Marketing + Technologies, The Rise of Nordic Brands in China, 2025
What Nordic Brands Get Wrong in China
Scandinavian companies tend to be cautious, consensus-driven, and methodical. Those traits build great products — but they can slow down market entry in a country where consumer trends shift quarterly and platform algorithms change monthly.
Here are the mistakes we see most often from Nordic brands entering the Chinese market.
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Assuming "Scandinavian" Sells Itself
Chinese consumers appreciate Nordic design, but brand awareness doesn't equal purchase intent. You still need to explain what your product does, why it's worth the price, and how it fits into a Chinese consumer's life — in Mandarin, on Chinese platforms, in formats Chinese shoppers expect.
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Skipping Trademark Registration
China is first-to-file. A competitor, distributor, or trademark squatter can register your brand name before you do — and they will own it. This is especially risky for Nordic brands with distinctive names that are easy to transliterate. File before you do anything else.
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Leading with Sustainability Messaging
Sustainability is a differentiator in Scandinavia. In China, it's a nice-to-have, not a purchase driver. Lead with product quality, design, and function first. Sustainability works as a supporting message — not the headline.
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Waiting for the Perfect Plan
Nordic companies love thorough planning. Some spend a year researching before making a move. By then, the competitive landscape has shifted. A cross-border test launch on Tmall Global can be live in 6–12 weeks and gives you real market data instead of desk research assumptions.
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Choosing an Agency Based on Location
Some Nordic brands pick a partner with a Copenhagen or Stockholm office, assuming proximity means better service. Your China operations partner needs to be in China — speaking Chinese, on Chinese time, with direct relationships to platform account managers. The location of HQ matters less than boots on the ground.
What We Do for Nordic Brands
Shanghai Jungle provides the full infrastructure a Scandinavian brand needs to operate in China — from pre-launch setup to daily store management.
Market Entry & Setup
Trademark filing, platform application, store design, product listing localization, pricing strategy, and logistics coordination. We handle the regulatory and operational groundwork so you can focus on your product and brand.
E-Commerce Operations
As an official Tmall Partner, we set up and run your stores on Tmall, Tmall Global, JD, and Douyin. Daily operations, customer service in Mandarin, campaign management, inventory coordination, and performance optimization.
Social Media & Content
WeChat official accounts, Little Red Book (Xiaohongshu) content, Douyin short videos, and Weibo updates — all created and managed by our Shanghai-based team in native Chinese. We build your brand presence on the platforms where Chinese consumers actually spend their time.
Influencer Marketing
KOL and KOC identification, negotiation, campaign management, and performance tracking across Douyin, Little Red Book (Xiaohongshu), and WeChat. Nordic brands work particularly well with lifestyle and sustainability-focused KOLs who can communicate the design thinking behind the product.
Logistics & Import
Bonded warehouse coordination, customs documentation, import compliance, inventory management, and fulfillment monitoring. We work with logistics partners across China's free trade zones to keep your supply chain running smoothly.
Local Representation
Trade show attendance, partner meetings, government liaison, product photography, and any other on-the-ground work your brand needs in China. We act as your Shanghai office without the overhead of maintaining one.
Official Tmall Partner Agency
Shanghai Jungle is authorized by Alibaba to set up and operate Tmall and Tmall Global stores.
Key Terms Explained
A regulatory framework that allows foreign companies to sell directly to Chinese consumers through approved platforms (Tmall Global, JD Worldwide, etc.) without establishing a Chinese entity or completing domestic product registration. Products are stored in bonded warehouses and benefit from reduced import duties.
An agency officially authorized by Alibaba to set up and operate Tmall and Tmall Global stores on behalf of brands. Tmall Partners have direct access to Alibaba's platform tools, priority store registration, and dedicated account support. Shanghai Jungle is an official Tmall Partner.
A Chinese legal entity 100% owned by a foreign company. Required for selling on domestic platforms (Tmall, not Tmall Global), opening physical stores, or operating in regulated categories. Setup takes 3–6 months and involves capital requirements, registered address, and local compliance.
A warehouse located in a Chinese free trade zone where imported goods are stored before customs clearance. Under the CBEC framework, customs duties are collected per order when a consumer purchases — not when goods arrive at the warehouse. This allows brands to pre-position inventory in China for fast delivery.
China's regulatory body for cosmetics, pharmaceuticals, and medical devices. Foreign cosmetics and skincare brands selling domestically (not cross-border) must complete NMPA registration, which includes product testing and can take 6–18 months depending on the category.
KOL (Key Opinion Leader) refers to major influencers with large followings, typically used for brand awareness campaigns. KOC (Key Opinion Consumer) refers to micro-influencers or everyday reviewers who create authentic, trust-building content. Both are essential channels for reaching Chinese consumers on platforms like Douyin and Little Red Book (Xiaohongshu).
A widely recognized aesthetic category on Chinese social media platforms like Little Red Book (Xiaohongshu) and Douyin. Characterized by minimalist design, muted color palettes, natural materials, and functional simplicity. Chinese consumers searching for this aesthetic are a natural audience for Scandinavian fashion, home, and lifestyle brands.
Your brand's China team — from initial research to daily store operations.
We work with Nordic brands of all sizes — from emerging DTC labels launching their first Tmall Global store to established companies expanding their China digital footprint. With a Copenhagen office and a Shanghai operations team, we bridge the Nordic-China gap without the overhead of building your own local team.
Tell us about your brand and where you are in your China planning. We will give you an honest assessment of your product-market fit, recommend an entry model, and outline realistic costs and timelines.