Outcome: CBEC validation (month 1-8) → trading WFOE with import rights (month 9-12) → domestic Tmall store live (month 14). The day-zero trademark filing prevented a squatter that surfaced in month 10.
The path
- Phase 1 — validate without an entity: Tmall Global store via cross-border bonded model; positive-list product check; label/claims compliance for the bonded flow; £180k/month run-rate by month 8 proved domestic demand.
- Phase 2 — the conversion: trading WFOE in Shanghai (scope: import-export, internet sales, brand management), customs registration + e-port, GACC importer registration, general VAT taxpayer status, fapiao system.
- Phase 3 — go domestic: trademark certificate (filed month 0, issued month 11) unlocked Tmall domestic verification; flagship store live month 14; bonded + onshore inventory unified in month 15.
What saved the project
The day-zero trademark: in month 10 a squatter application appeared on the brand's Chinese transliteration; our day-zero filing in classes 21/35 blocked it at the opposition window — 6 weeks of opposition work versus 18 months of buyback negotiation. The scope draft: written for the end state (domestic retail + content commerce) so no amendment paused the launch. Parallel not sequential: banking ran during SAMR; customs ran during banking.
One partner for the whole journey
Zhonghui Consulting — licensed, fixed-fee, English-speaking. cross-border compliance engagements, ICPA-reviewed.
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