Turkish products are becoming increasingly visible to Chinese consumers: Turkish delight, Turkish coffee, hazelnuts, olive oil, home textiles, ceramics, cosmetics and design products attract interest on social media as “special products from Turkey”. So how do Turkish brands enter the Chinese market? Is it better to find a distributor, open a store on cross-border e-commerce platforms, or build awareness on social media first? In this article we cover the routes into the Chinese market in a practical order: the difference between cross-border e-commerce and general trade, how platforms such as Tmall Global and JD work, content marketing on Douyin and Xiaohongshu, the importance of a Chinese brand name and trademark registration, pricing and positioning, and how to plan your first steps. Our goal is to help your Turkish brand grow in China through the right channel, with the right story and on a solid foundation.
China market entry: cross-border e-commerce or general trade?
There are two main routes into the Chinese market for Turkish brands. The first is general trade (一般贸易): products enter China through conventional import, clear customs via an importer or distributor in China and are sold in supermarkets, stores or local e-commerce channels. This route offers broad distribution, but requirements such as registration, Chinese labelling and conformity documents are more extensive depending on the product category. The second is cross-border e-commerce (跨境电商): the product is sold directly to the Chinese consumer through a platform, often shipped from bonded warehouses or from abroad.
For many Turkish brands, cross-border e-commerce is a more flexible way to test the market. The emphasis that the product comes from abroad carries associations of trust and authenticity for Chinese consumers, some obligations such as Chinese labelling may apply differently than in general trade, and your brand can start selling without setting up a company in China. That said, which products can be sold through the cross-border channel, per-consumer purchase limits and tax treatment depend on official lists and current regulations. At Yeni İpekyolu we assess together which route suits your product, checking the current rules.
Selling in China through Tmall Global and JD: how does it work?
Tmall Global (天猫国际) is the cross-border e-commerce platform of the Alibaba ecosystem and one of the best-known showcases for foreign brands to reach Chinese consumers. JD Worldwide, now known as JD International (京东国际), stands out for its strong logistics infrastructure and guarantee of authentic products. Both platforms usually offer different models, such as the brand opening its own official store or using the platform's own purchasing model. Store requirements, deposits and commission structures vary by category and the platform's current policy, so the current terms need to be checked in detail before applying.
Most foreign brands manage their Tmall Global or JD store not with their own team but through service providers authorised by the platforms (such as Tmall Partners, also known as TPs). These operators handle store setup, Chinese product pages, customer service, campaign management and logistics. Choosing the right operator is critical, because your brand's first impression in China depends largely on the content they prepare and the service they provide. In the contract with the operator, make sure ownership of the store and accounts stays with the brand and that performance targets are clearly written.
- Your brand registered or filed in China
- Chinese product pages and visual content
- A check that the product is eligible for the cross-border channel
- A reliable operator and a clear contract
- Logistics plan: bonded warehouse or direct shipping
Douyin marketing: selling through short video and livestreaming
Douyin (抖音) is China's short video platform and has also become a powerful e-commerce channel. Users can buy a product directly while watching a video, and in livestreams orders come in instantly while the host presents the product. For Turkish brands, Douyin is an ideal way to tell a product's story visually: a carpet video filmed in Cappadocia, the production stages of Turkish delight made the traditional way or Turkish coffee brewing in a cezve can quickly capture the attention of Chinese viewers. What matters is adapting the content to the rhythm and language of Chinese viewers.
Success on Douyin usually comes from a combination of three elements: regular content on the brand's own account, collaborations with creators who have followers in the relevant niche (KOLs and smaller-scale KOCs) and livestream sales. One-off livestreams with big celebrities may be eye-catching, but for a new brand, long-term work with mid-sized, niche-relevant creators often gives more sustainable results. Opening a Douyin store may also require a cross-border or local set-up depending on the platform's current requirements.
Xiaohongshu marketing: the Chinese consumer's discovery platform
Xiaohongshu (小红书, known internationally as RED) is a platform where Chinese consumers, especially young urban women, research products, share experiences and get travel tips. You can think of it as a mix of Instagram and a review site. Chinese users often search on Xiaohongshu before buying a product and read other users' real experiences. That is why the content type known as “种草” (literally “planting grass”, meaning sparking interest and desire for a product) plays a central role in building brand awareness on the platform.
Turkey already enjoys strong visibility on Xiaohongshu, especially through travel content: Istanbul's streets, Cappadocia's balloons and Turkish breakfast are frequently shared topics. Turkish brands can carry this interest over to their products; for example, appearing in lists of “must-buy items from Turkey” by Chinese users travelling to Turkey directly supports cross-border e-commerce sales. Content on Xiaohongshu should be sincere, informative and aesthetic; posts that feel too much like advertising are quickly spotted by users. Following the platform's advertising and collaboration rules is also important for the health of your account.
Chinese brand name and trademark registration: before entering China
The step Turkish brands most often skip when entering the Chinese market is registering the brand in China in advance. In China trademark rights are generally granted to the first applicant; if someone else registers the same name after your brand starts gaining recognition in China, it can make it harder to open stores on platforms and sell your products. Platforms such as Tmall Global and JD also generally require the brand to be registered or filed in China. Starting trademark registration before the e-commerce and marketing plan is therefore the smartest approach.
A Chinese brand name is just as important as the Latin-letter brand. Chinese consumers spontaneously give foreign brands a Chinese name, which may be a name you did not choose, or even one with negative associations. Creating a Chinese name that sounds close to the original brand, has a positive meaning and suits the target audience increases memorability and strengthens brand protection. The Chinese name also needs to be registered separately. At Yeni İpekyolu we support Turkish brands with Chinese brand naming and trademark registration.
Pricing, positioning and the Turkish brand's story
China is a highly price-sensitive market that also values quality and story. It is usually hard for Turkish brands to compete with Chinese manufacturers on price in China; positioning through authenticity, origin, craftsmanship and lifestyle is a much stronger strategy. Highlighting origin, such as “cold-pressed olive oil from the Aegean”, “Black Sea hazelnuts” or “handmade Anatolian ceramics”, makes the product's value tangible to Chinese consumers. This story should be told consistently, from the product page and packaging to Douyin videos and Xiaohongshu posts.
Pricing also needs to take China's big shopping festivals into account. During campaign periods such as “618” and “双11” (Singles' Day), platforms and consumers expect heavy discounts. Planning your price margin for these periods from the outset ensures discounts are designed in a way that does not damage brand perception. Paying attention to price consistency between cross-border and general trade channels also prevents conflicts with distributors and platforms. Since duties and logistics costs from Turkey vary by product, it is important to calculate prices with up-to-date information.
How do Turkish brands enter the Chinese market? A step-by-step roadmap
Entering the Chinese market happens not in a single move but through mutually supporting steps. In the first stage, use market research to clarify which consumer group your product appeals to in China, competitors' price levels and which channel is suitable. Next, start the registration of your brand and Chinese name. In the third step, begin building awareness with content on Xiaohongshu and Douyin while preparing your cross-border e-commerce store. As sales and feedback come in, optimise your product range, pricing and messaging; once demand is established, consider the general trade and distributor channel.
At Yeni İpekyolu, with our Istanbul office and teams in China, we provide end-to-end support for Turkish brands on China market entry strategy, market research, Chinese brand naming and registration, Tmall Global and JD e-commerce, and Douyin and Xiaohongshu marketing. We are here to tell your brand's story in a language Chinese consumers understand and to connect you with the right partners. In the first meeting we listen to your product, goals and budget, and together work out the right channel and a realistic starting plan. Contact us to assess your product's potential in China together.
- Market research and target audience definition
- Registration of the brand and Chinese name
- Chinese content, packaging and product pages
- Awareness through Xiaohongshu and Douyin
- Tmall Global or JD store
- Distributor and general trade as demand grows
Frequently asked questions
Is it mandatory to set up a company to sell in China?
With cross-border e-commerce models you can often sell through your overseas company without setting up in China. General trade usually requires an importer in China or your own local company; current requirements should be confirmed by platform and channel.
Is Tmall Global or JD more suitable?
It depends on the product category, target audience and budget. Tmall Global is a broad brand showcase, while JD is strong in some categories thanks to its logistics and reputation for authenticity. Comparing competitor density on both platforms through market research makes the right choice easier.
What is the difference between Douyin and Xiaohongshu?
Douyin is a mass-audience platform focused on fast sales through short video and livestreaming. Xiaohongshu is a trust- and discovery-oriented platform where users research products and share experiences; used together, they complement each other.
When should I register my brand in China?
Ideally before starting any promotion, trade fair participation or sales activity in China. Because China follows a first-to-file rule, an early application is the safest way to protect your brand and Chinese name.
Which Turkish products attract interest in China?
Food products, coffee, home textiles, ceramics, cosmetics and design products are among the categories that frequently attract interest on social media. However, each category has different import and registration requirements, so eligibility should be checked in advance for your product.