一、客户背景（匿名）

Client Background (Anonymized)

某欧洲护肤品牌计划以一般贸易方式进入中国市场。该品牌在欧洲本土及其他海外市场已有稳定销售渠道，

并建立了较为成熟的品牌形象，希望在中国进行长期、规范化的市场布局。

在进入中国前，品牌正处于战略评估阶段，需要在不同进入路径之间作出选择，

并对合规成本、时间线及潜在风险形成清晰预期。

A European skincare brand planned to enter the Chinese market through general trade. 

The brand had established stable sales channels and a mature brand image in Europeand other international markets, and aimed to build a long-term, compliant presence in China.

Prior to entry, the brand was at a strategic decision-making stage, needing to assess available

entry routes and gain clarity on regulatory requirements, timelines, costs, and potential risks

二、核心风险：一般贸易≠“更稳妥的默认选项”

Core Risk: General Trade Is Not a “Default Safe Option”

在进入路径评估过程中，以下关键风险逐步显现：

• 一般贸易涉及完整的产品合规与监管审查，远高于跨境电商模式

• 化妆品监管要求高度细化，产品属性直接影响注册或备案路径

• 成分、功效宣称、标签等问题若判断失误，将显著拉长进入时间

• 一旦进入路径选择错误，后续调整成本极高

对于许多欧洲品牌而言，一般贸易常被视为“最规范、最安全”的进入方式，

但在中国化妆品监管体系下，这一选择本身就具有高度专业性和不可逆性。

During entry route assessment, several critical risks emerged:

• General trade requires full product compliance and regulatory review, 

   far more stringent than cross-border e-commerce

• Cosmetic regulatory requirements are highly detailed, and product classification 

   directly affects registration or filing pathways

• Misjudgments regarding ingredients, claims, or labeling can significantly delay market entry

• Once a route is chosen, subsequent changes are costly and difficult

For many European brands, general trade is often perceived as the most

compliant and secure option. In China’s cosmetics regulatory framework, however, 

this choice itself requires careful professional assessment.

三、我们的解决方案：以监管逻辑反推进入路径

Our Approach: Designing the Entry Route Based on Regulatory Logic

本项目的重点不在于“快速进入”，而在于确保进入路径在监管层面具备可行性和可持续性，主要工作包括：

1. 产品与监管路径匹配分析

基于产品类型、配方及功效宣称，判断适用的注册或备案路径，并评估整体可行性。

2. 进入时间线与成本预期管理

从监管实践出发，对一般贸易下的时间周期和合规成本进行现实评估，避免过度乐观预期。

3. 进入前关键合规风险识别

在正式推进前，识别可能影响审批进度或结果的关键风险点，并提前制定调整方案。

4. 进入节奏与商业计划协调

确保监管路径、合规准备与品牌商业规划在节奏上保持一致。

整体策略遵循一个核心原则：

不是“能不能进”，而是“能否按预期进入并持续运营”。

The focus of this project was not speed, but regulatory feasibility and long-term sustainability, including:

1. Product-to-Regulatory Pathway Analysis

Assessing whether products required registration or filing based on formulation and claims.

2. Realistic Timeline and Cost Assessment

Providing practical expectations for timelines and compliance costs under general trade.

3. Pre-entry Risk Identification

Identifying regulatory risks that could affect approval progress or outcomes before formal submission.

4. Alignment with Commercial Planning

Ensuring regulatory preparation aligned with the brand’s commercial rollout plan.

The guiding principle was clear:

not just whether entry was possible, but whether it was controllable and sustainable.

四、最终结果：进入路径清晰，风险可控

Outcome: A Clear and Manageable Market Entry

通过系统性的评估与规划，该欧洲护肤品牌明确了一般贸易进入中国的合规路径，并在进入前完成关键风险控制。

项目成果包括：

• 一般贸易路径的可行性与边界被清晰界定

• 进入时间线与合规成本具备可预测性

• 避免了因路径选择错误导致的重大延误

• 为后续产品上市和品牌扩展奠定稳固基础

Through structured assessment and planning, the European skincare brand 

established a clear and compliant general trade entry pathway.

As a result:

• The feasibility and limitations of general trade entry were clearly defined

• Timelines and compliance costs became predictable

• Major delays caused by incorrect route selection were avoided

• A solid foundation was laid for product launch and future expansion in China

五、实务洞察：进入中国，路径选择本身就是合规

Practical Insight: Entry Route Selection Is a Compliance Decision

在化妆品领域，进入中国市场的关键并不只在于“是否合规”，而在于是否在一开始就选对了合规路径。

对欧洲护肤品牌而言，

一般贸易不是默认选项，

而是一项需要被验证的战略选择。

Across many cosmetics projects, success in China often hinges not on compliance execution, 

but on whether the correct regulatory pathway is chosen from the outset.

For European skincare brands, general trade is not a default option—

it is a strategic decision that must be validated early.