进入中国市场的方式

Ways toEnter theChinese Market 2025 REPORT © EU SME Centre 2025 Disclaimer This document is provided for general information purposes only and does not constitute legal, investment or otherprofessional advice on any subject matter. Whereas every effort has been made to ensure that the information givenin this document is accurate, the EU SME Centre accepts no liability for any errors, omissions or misleading statements,and no warranty is given or responsibility accepted as to the standing of any individual, firm, company or other organ-isation mentioned. Publication as well as commercial and non- commercial transmission to a third party is prohibitedunless prior permission is obtained from the EU SME Centre. This publication was produced with the financial support of the European Union and its contents are the sole responsi-bility of the EU SME Centre. The views expressed in this publication do not necessarily reflect the views of the EuropeanUnion. Contents 1.1 The Chinese Market.................................................................................................................................................. 41.2 Purpose of the Guide................................................................................................................................................ 4 2. Market Entry Strategies..................................................................................................... 5 2.1 Overview on Entry Strategies for SMEs.................................................................................................................. 52.2 Direct Exporting and Indirect Exporting................................................................................................................. 52.3 Online Market Entry, Setting Up in China, and Using Hong Kong as a Stepping Stone................................... 62.4 Employer of Record (EOR)........................................................................................................................................ 6Case Study: Starting with Indirect Exporting, Then Scaling to WFOE....................................................................................................72.5 Licensing and Franchising....................................................................................................................................... 72.5.1 Market Entry Through Licensing & Franchising.............................................................................................................................72.5.2 Legal Requirements & Benefits........................................................................................................................................................72.5.3 Technology Transfer..........................................................................................................................................................................82.5.4 Franchise Agreements & MOFCOM Registration.........................................................................................................................10Case Study: Entering via Franchising and Adapting to Local Tastes...................................................................................................10 3. Exporting Goods and Services......................................................................................... 12 3.1 Direct Exporting to China....................................................................................................................................... 123.1.1 Key Considerations: Shipping, Tariffs, and Customs Regulations.............................................................................................123.1.2 Challenges in Logistics and the Role of Local Distributors.........................................................................................................133.2 Indirect Exporting: Using Intermediaries like Distributors and Agents............................................................ 133.2.1 Working with Agents........................................................................................................................................................................133.2.2 Working with Distributors...............................................................................................................................................................133.2.3 Advantages and Disadvantages of Indirect exporting................................................................................................................13Case Study: Exiting a Challenging Distribution Partnership and Transitioning to Direct Sales.......................................................143.3 Cross-Border E-Commerce (CBEC) Platforms...................................................................................................... 143.4 Exporting Services to China................................................................