To launch your own coffee brand in China, pick your route—domestic OEM/ODM roasting or cross‑border import—then lock compliance and sales channels first. For domestic: partner with a roaster holding a Food Production License (SC) covering roasted coffee or instant/solid beverage; set MOQ 100–300 kg per SKU, packaging 1,000–3,000 bags, 15–30 day lead time, nitrogen flushing and one‑way valves, water activity ≤0.60, SCA cupping 82+. Apply GB 7718 and GB 28050 labels in Chinese, permitted additives per GB 2760, print SC number, shelf life, origin, roast date. For import: GACC registration for the foreign manufacturer (Decree 248), HS 0901 clearance with CIQ, Chinese label compliant pre‑applied (general trade) or CBEC listing with 9.1% comprehensive tax via Tmall Global/JD Worldwide. Secure a strong Chinese brand name and file CNIPA trademarks: Class 30 (coffee), 35 (retail), 43 (cafés); expect 9–12 months. Choose channels early: Tmall flagship, Douyin Live, WeChat Mini Program, and SF Express for nationwide next‑day delivery; add Meituan for local fulfillment. Pricing: target 60–70% gross margin; cost model includes green beans, toll roasting, packaging, platform fees (~5–10%), logistics, KOL spend. Test formats Chinese consumers adopt—drip bags, freeze‑dried specialty, RTD—then scale SKUs with performance dashboards. Iterate monthly with cohort retention and repurchase.
