China does not need an introduction for Australian businesses. It is one of our largest trading partners and home to the world’s largest population of digital buyers.
Within this market, Australian products are in strong demand — particularly in categories where safety, quality, and regulatory integrity matter.
What has changed is how this demand can now be accessed. Over the past several years, China’s cross-border e-commerce (CBEC) framework has matured into a clear, regulated pathway for overseas brands. With established rules around logistics, taxation, and compliance, brands can now engage Chinese consumers with greater confidence and control, without overcommitting resources.
Why Australian Brands Are in Demand
Australian brands are well regarded in China in categories where trust is critical1:
- Health supplements and nutraceuticals
- Infant and family health products
- Skincare and personal care
- Premium food and wellness-adjacent consumables
Australia is associated with clean environments, strong regulation, and reliable quality. This reputation creates genuine consumer demand.
Demand at Scale
China operates at a scale few markets can match. With more than 900 million online consumers2, even focused or niche segments can support meaningful growth.
This is already evident among Australian health brands. In FY2024, ASX listed EZZ Life Science reported $52.43 million in China revenue3 , compared with $11.24 million across Australia and New Zealand. China became its largest market, demonstrating how demand there can drive core revenue growth, not just incremental exports.
The lesson is not to chase breadth, but to focus on relevance at scale.
Health and Wellness Demand Is Long Term
Demand for health and wellness products in China is supported by long-term factors:
- An ageing population focused on longevity and quality of life
- Rising disposable incomes and willingness to pay for quality
- Government initiatives such as Healthy China 20304, encouraging everyday wellbeing
As a result, wellness has become part of daily life and personal identity in China. Brands that can communicate credibility and trust are well placed to benefit from this sustained demand.
How Chinese Consumers Evaluate Brands Online
Chinese consumers tend to research thoroughly before purchasing. They read reviews, watch educational content, and follow people they trust online.
Different digital platforms play different roles — from discovery and education through to purchase and repeat engagement. Consumer behaviour also varies significantly between cities, meaning strategies often need to be adjusted across tier-1, tier-2, and tier-3 markets.
Brands do not need to be everywhere at once. What matters is choosing the right platforms for the target audience and focusing efforts where they are most effective.
A Practical Way to Access This Demand
For many Australian brands, the most practical way to reach Chinese consumers today is through cross-border e-commerce (CBEC).
CBEC is an official, government-approved system that allows overseas brands to sell directly to Chinese consumers without setting up a local company or completing full domestic product registration. It’s now a major channel in its own right, with estimates suggesting the CBEC market could reach around US$102 billion by 20265.
For companies seeking support across bonded warehousing, logistics, customs and tax compliance, and channel strategy, a licensed CBEC platform provides the structure needed to enter China through the right channels, build consumer trust, and grow steadily.
1 China’s Health Supplements Market: Trends and Opportunities for Businesses, China Briefing
2 China Bolsters Online Consumer Protection with New Regulations, English.gov.cn.
3 EZZ Life Sciences, Annual Report 2024
4 Healthy China 2030 (from Vision to Action), WHO
5 “China Cross-Border Ecommerce 2024”, Insider Intelligence, 2024.
