Selling Cheese Online in China: Detailed Guide

China is the most populated country in the world and one of the fastest-growing consumer markets for dairy. Cheese, however, is still a relatively new product for Chinese households. Per-capita consumption is low compared to Europe or North America, but growth rates are high, especially in urban centers.

Pizza chains, bakeries, and modern cafés are driving demand, while premium cheeses are slowly finding their way into upscale households. For anyone planning to enter the market, selling cheese online in China requires a precise understanding of demand, regulations, packaging, logistics, and consumer expectations.

Market Demand and Consumer Behavior

Cheese consumption in China is concentrated in major cities such as Beijing, Shanghai, Guangzhou, and Shenzhen. It is not yet a staple in daily cooking, but it plays a central role in Western-style fast food and bakery products. Mozzarella is the most consumed variety, largely due to pizza chains. Cream cheese has become popular for cheesecakes, bubble-tea toppings, and desserts. Cheddar and processed slices are widely used for burgers and sandwiches. Premium imported cheeses such as Brie, Camembert, and blue cheeses remain niche products, but demand is rising among young urban consumers who have studied or traveled abroad.

Cheese is usually eaten melted or incorporated into baked goods, not as a standalone snack. Gift-giving seasons, such as Chinese New Year and Mid-Autumn Festival, also create short-term demand for imported food gift boxes, including cheese assortments.

Popular Cheese Types for the Chinese Market

• Mozzarella: Blocks, shredded, and frozen formats dominate.
• Cream Cheese: Widely used by bakeries, cafés, and dessert shops.
• Cheddar and Processed Slices: For fast food chains and home cooking.
• Brie and Camembert: Growing popularity in luxury supermarkets and online.
• Blue Cheeses: Still niche, but increasingly visible among affluent consumers.
• Hard Cheeses like Parmesan and Grana Padano: Imported for restaurants and international cooking enthusiasts.

Customs, Hygiene, and Certification

China applies strict controls to dairy imports. Exporters must register with the General Administration of Customs of China (GACC). Each shipment requires veterinary health certificates issued by the exporting country. Labels must comply with national standards and include:

• Full Chinese-language ingredient list
• Nutritional information
• Production date and shelf life in Chinese format
• Storage instructions and allergen warnings

Raw-milk cheeses are heavily restricted, especially soft varieties. Pasteurization proof is required for many categories. Most importers rely on HACCP or ISO 22000 certification and laboratory test reports to satisfy Chinese authorities.

Packaging and Transport

Packaging must protect cheese during long-distance transport and ensure safety during last-mile delivery.

• Hard cheeses can be vacuum-packed and transported with passive cooling.
• Soft and fresh cheeses such as Burrata or Ricotta must be shipped under strict 0–4 °C refrigeration, often with dry ice or gel packs.
• Blue cheeses require breathable wrapping plus cooling.

For online consumer sales, insulated boxes with gel packs are standard. Premium deliveries sometimes use temperature loggers to document compliance.

Logistics and Delivery

Imports typically arrive in refrigerated sea containers at major ports such as Shanghai, Tianjin, or Shenzhen. Cross-border e-commerce uses bonded warehouses in free-trade zones. Products are stored under customs control and shipped to consumers after purchase, which reduces customs delays but limits the product range to approved items.

Domestic distribution relies on cold-chain operators such as JD Logistics and SF Express. In major cities, refrigerated deliveries usually arrive within 1–3 days. National coverage may take up to 5 days, but longer times pose risks for soft cheeses. Shipments are scheduled to avoid weekends and holidays when delays are common.

Online Sales Platforms and Payment

Cross-border sales are dominated by Tmall Global (Alibaba) and JD Worldwide, which allow foreign brands to sell directly to Chinese consumers. JD has a strong cold-chain network and bonded warehouses. Amazon’s presence in China is minimal and limited to imports. Direct-to-consumer channels through WeChat Mini Programs are increasingly popular for niche cheese brands.

Payment is dominated by Alipay and WeChat Pay, together accounting for the majority of mobile transactions. UnionPay and international credit cards are possible but less common. For success, Alipay and WeChat Pay must be integrated from the beginning.

Returns and Customer Expectations

Chinese consumer law allows 7-day returns without reason for online purchases, but perishable goods like cheese are exempt. This exception must be clearly stated on product pages. Consumers do, however, expect clear communication about shelf life, storage instructions, and compensation policies in case of damaged or spoiled goods. High transparency builds trust and reduces disputes.

Practical Checklist

• Select cheeses suitable for long-distance shipment: mozzarella, cream cheese, cheddar, plus a limited range of premium products.
• Register the producer and exporter with GACC.
• Prepare Chinese-language labeling compliant with national standards.
• Use bonded warehouses for cross-border e-commerce.
• Choose logistics partners with proven cold-chain capabilities.
• Plan shipments to avoid weekends and holidays.
• Offer Alipay and WeChat Pay as payment options.
• State return and compensation policies clearly, highlighting the exemption for perishables.

Questions and answers