The value of China’s consumer economy makes it an opportunity not to be missed. Last year, retail sales reached £4.8 billion – a quarter of which (£1.24 billion) was accounted for by online retail. China’s online retail market alone is worth more than the next 10 largest online markets combined. Online shopping has made unique, niche and foreign brands accessible to Chinese consumers across all city tier classifications: for example, 70% of Tmall transactions made by under 25s during the 618 shopping festival were from low tier cities.
Ever wondered exactly what your own brand sales are on Tmall, JD, or Kaola, but your distributor isn’t providing data breakdowns? Want to know your competitor’s performance, and which SKUs are selling fastest?

CBBC is now offering an e-commerce data services. This report, available to both CBBC corporate members and non-members gives consumer-facing brands an opportunity to understand the real sales figures of their brand, or competitor brands, through leading Chinese e-commerce platforms.

The service covers all major e-commerce platforms, including Tmall and Tmall Global, JD and JD Worldwide, and Kaola. This service would benefit any company who wants to get a true picture of their e-commerce sales for a particular storefront on Chinese e-commerce – this could be any brand, research agencies, distributors, or other third parties.

If you want to gain access to accurate sales data for competitor brands’ flagship stores; what your most successful re-seller stores are doing; or if you want to know exactly what your distributor is doing through your brand’s e-commerce flagships - then this is an affordable and reliable service that’s right for you. 

Some examples of data reports CBBC can generate include:

  • 12 months’ data from individual stores (one hyperlink), broken down by the volume and value of sales per month
  • Rolling quarterly updates from individual stores to monitor competitor sales and allow easy benchmarking
  • Category reports, showing top selling SKUs in a particular market segment or category over the past 12 months
  • Sales for your own storefront, broken down by SKU, to give you a true picture of what sold and when 

Digital Audit

Gain insight into your digital footprint in China! 

CBBC can provide a tailored overview of your brand’s digital presence in China, from distribution channels to social media posts, official website, vertical apps, media coverage by PR partners, and search engine results. This service includes recommendations on how to improve branding strategy in order to better communicate with Chinese consumers, and advice about where to seek further support. 

This service is suitable for consumer brands from all sectors with existing exposure or sales in China and can provide useful analysis of the impact of a recent market visit or trade show, or likewise help to explain a sales spike in your China market.  

“Before we commissioned the CBBC Digital Audit, we knew little about what Chinese consumers were saying about us. The report gave us some really useful insight into our existing brand presence and some concrete next steps to help us capitalise on our existing exposure and continue to grow in market.”
Antony Wilson, International Sales Director, Dartington Crystal 

If you like to know more information about CBBC’s E-Analytics and Digital Audit Services, please email CBBC’s Head of Consumer economy, Antoaneta Becker at

Are you preparing to launch your new consumer products to the Chinese market but are having a number of question marks in your mind? Are your prices set at the right level? Is the packaging attractive enough for the importers and the procurement people at stores? How about the texture and the taste, do they suit the Chinese taste buds? How competitive your products are compared with those that are already in China? Who should your target consumers be? Which distribution channels should you focus on, online, offline, or both? What would the marketing expectations from the importers be?
Let the professionals answer these questions and guide your way.

CBBC's Consumer team is happy to offer a virtual new-to-China product assessment service for you to present your products directly to professional procurement experts in China. You will gain first-hand immediate feedback that will help with your China sales strategies.

As the Chinese consumer market is slowly recovering from the impact of the COVID-19 lockdown, demands from importers for new consumer products are also picking up, especially in the food and drink sector for health food, children’s snacks, frozen and instant food segments, but also novelty fun products with wellness properties as well as mother and baby retail goods. In order to help UK consumer businesses expand their exports to China during this challenging period, CBBC is organising a virtual meet-the-China-buyers programme in September and October 2020. 
Companies wishing to find out more about CBBC's Virtual New-to-market product assessment and Meet the Buyer offers can contact  CBBC consumer economy director Antoaneta Becker at:  

2020 UK-China Mother & Baby Virtual Trade Mission

China-Britain Business Council (CBBC) and UK Department for International Trade (DIT) have jointly developed a programme including industry webinar and B2B matchmaking around the leading trade show-CBME in order to support UK brands obtain the latest market insights from the mother and baby sector and expand their sales network within China market.
If UK brands wish to participate in the programme, please contact Pearl Zhu at: The registration form is available here.