Resources — Before You Leap

These are the resources currently linked from the journey map. Most are free. None are commercial recommendations — where a service provider would be needed, this directory points to an institution that can advise independently instead.

Research Original research from this project

Before You Enter

What four EU brands learned from China cross-border e-commerce — timelines, budgets, and the mistakes worth skipping.

https://www.linkedin.com/pulse/before-you-enter-what-four-eu-brands-learned-from-china-tzying-lin-h0otf/

Before You Decide

Your brand may already exist in China — grey market, food registration and trademark protection before you commit.

https://www.linkedin.com/pulse/your-brand-may-already-exist-china-you-just-dont-know-tzying-lin-itf7c/

How to check whether your brand already exists in China

A step-by-step method you can run yourself, without buying anything.

https://www.linkedin.com/pulse/how-check-my-brand-already-exists-china-step-myself-tzying-lin-zjn5f/

Reading a 2014 map of China in 2026

An essay on how quickly a mental picture of the Chinese market goes out of date, and what that costs.

https://www.linkedin.com/pulse/reading-2014-map-china-2026-tzying-lin-aiy5c/

Tools Free checks you can run before committing anything

China Cross-Border E-Commerce Positive List

Search the 1,476 tariff codes that may use China’s cross-border e-commerce retail channel — and see what being on the list still doesn’t get you.

https://before-you-leap.org/tools/china-positive-list/

Is China a realistic option for us?

A short self-check for European brands at the very start.

https://nint-china-check.netlify.app

Public resources Independent and publicly funded material

EU SME Centre

EU-funded. Free reports, webinars and one-to-one advisory for eligible small and medium-sized companies entering China, including a free Ask-the-Expert service that answers specific questions. Downloading reports requires a free account. Open to small and medium-sized companies in EU Member States and in countries participating in the Single Market Programme — wider than the EU, but not all of Europe. Checked September 2026; confirm your own position with the Centre.

https://www.eusmecentre.org.cn

— Ways to Enter the Chinese Market (2025)

Entry routes compared: exporting, cross-border e-commerce, distributors, representative offices, wholly foreign-owned entities, joint ventures, Hong Kong.

https://www.eusmecentre.org.cn/publications/ways-to-enter-the-chinese-market-2025-update/

— Pricing Strategies for the Chinese Market

Webinar on building a defensible price position, including the factory-to-shelf stack.

https://www.youtube.com/watch?v=cyDTbEeAiUU

— Digital Marketing for Consumer Goods in China

Webinar on how discovery and marketing actually work on Chinese platforms.

https://www.eusmecentre.org.cn/publications/digital-marketing-consumer-goods-china/

— CIFER guidance for agrifood exporters (2026)

Current guidance on customs registration for food and beverage producers.

https://www.eusmecentre.org.cn/publications/cifer-guidance-for-agrifood-exporters-to-china/

— Selling to China via Cross-Border E-Commerce (2023)

Report on cross-border routes, platform requirements and operations. Primary source for four of the case studies on this site.

https://www.eusmecentre.org.cn/publications/selling-to-china-via-cross-border-e-commerce/

— How to Sell to China via Cross-Border E-Commerce (webinar, March 2023)

Launch seminar for the report above, with operator case presentations. Source of the budget figures and of several case details cited on this site.

https://www.eusmecentre.org.cn/publications/how-to-sell-to-china-via-cross-border-e-commerce/

— Digital Marketing for Consumer Goods in China (webinar, June 2026)

Joint session with the European Union Chamber of Commerce in China and the China IP SME Helpdesk, covering digital marketing, advertising compliance and intellectual property. Source of four case studies and the advertising questions on this site.

https://www.eusmecentre.org.cn/publications/digital-marketing-consumer-goods-china/

— Guide to Trade Fairs in China (2025)

Written with the China IP SME Helpdesk. Includes the documented trademark cases cited on this site.

https://www.eusmecentre.org.cn/publications/guide-china-trade-fairs-2025/

China IP SME Helpdesk

EU-funded, free first-line advice on trademarks and intellectual property in mainland China, Hong Kong, Macao and Taiwan.

https://intellectual-property-helpdesk.ec.europa.eu/regional-helpdesks/china-ip-sme-helpdesk_en

CIFER — official food producer registration portal

The only official portal for overseas food producer registration. Registration is free of charge.

https://cifer.singlewindow.cn/

Institutional channels Where to ask a person, not a vendor

Business Finland

Team Finland market advisory and internationalisation support for Finnish companies.

https://www.businessfinland.fi

Embassy of Finland, Beijing and Consulate General, Shanghai

Official Finnish representation in China, including the economic and trade section.

https://finlandabroad.fi/web/chn/frontpage

Something missing?

If you know a public resource that belongs here, please tell me and I will add it.

hello@before-you-leap.org

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