Entering the Chinese market on your own takes years of work. Registration of a legal entity in China or the status of a cross-border seller, passing platform verification on Tmall or JD.com , localization of cards in Chinese, support service for Chinese buyers. Most Russian manufacturers don't get around to it.
Wildberries offers a different way: the Russian seller works on a familiar platform, and his goods end up on the Chinese market through the WB infrastructure.
How the scheme works
The seller places the product in the Wildberries system and submits an application for participation in the export direction. After approval, the shipment is being prepared for shipment to China. WB takes care of logistics from the Russian warehouse to the Chinese partner, customs clearance on the Russian side, passage of Chinese customs procedures, distribution through the partner network in China.
B2B model: The buyer is a Chinese company or distributor, not the end user. This simplifies procedures and reduces localization requirements.
"We see a high interest in Russian products from Chinese businesses and buyers," Nikolai Marakhovsky, head of RWB's export business, said at Ecomday.
Why exactly these three categories
Natural cosmetics — Russian brands based on natural raw materials are well received in China, where the demand for "pure" ingredients is steady. Children's toys — Russian wooden and educational toys have a reputation in Asia. Confectionery products — chocolates and candies of well-known Russian brands are already sold in China through gray channels, the WB legalizes this flow.
All three categories are high—margin products that do not require a cold chain and technical certifications, which simplifies the first stage.
What needs to be done right now
Apply through the Wildberries personal account, the export section. Ensure that the products meet the requirements for export to China: there are no prohibited ingredients, there are documents about the origin and composition on the label. Prepare a basic product description in English — WB helps with localization, but the source material is needed from the seller.
The competition for a place in the first wave of the pilot is minimal: most sellers have not yet reacted. There may not be a second wave with such conditions — the platform will tighten the selection process as it fills out.
