To start a coffee brand in China, lock in compliance, distribution, and brand localization on day one. Register your mark with CNIPA in both English and a memorable Chinese name (Class 30 for coffee, Class 43 for cafés) to beat squatters, then choose your route: import finished products via a licensed importer-of-record (GACC registration, CIQ inspection), or roast locally with a partner holding a Food Production License (SC number) while you secure a Food Business License. Labels must follow GB 7718 and GB 28050: Chinese-language ingredient list, net content, manufacturer/importer, shelf life, storage, nutrition panel, and production date; avoid health claims. Pre-test for ochratoxin A, pesticides, heavy metals, caffeine, and moisture at a CNAS-accredited lab to speed customs. Market entry: pilot on Tmall Global or JD Worldwide to validate pricing and flavor (lower acidity, milk-forward, sweet RTDs), then scale to Tmall domestic, Douyin, and offline distributors if repeat rates justify. Build a SKU ladder (single-origin beans, convenient drip bags, RTD cans), keep pack sizes 8–12 servings, and aim 49–89 RMB trial price. Activate WeChat Mini Program, KOL seeding, and office sampling; fulfill via bonded warehouse or SF Express. Measure CAC, repurchase, and gross margin weekly. Iterate SKUs from cohort data.
