{"id":45603,"date":"2025-06-03T13:31:00","date_gmt":"2025-06-03T13:31:00","guid":{"rendered":"https:\/\/ecommercechinaagency.com\/?p=45603"},"modified":"2025-05-21T12:23:33","modified_gmt":"2025-05-21T12:23:33","slug":"how-to-market-otc-drugs-products-in-china-cbec-only","status":"publish","type":"post","link":"https:\/\/ecommercechinaagency.com\/how-to-market-otc-drugs-products-in-china-cbec-only\/","title":{"rendered":"How to Market OTC Drugs Products in China? CBEC Only"},"content":{"rendered":"\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\ud83d\udce3 <strong>Winning Strategies to Market OTC Products via CBEC<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">1. \ud83e\uddfe <strong>Assurance Through Storytelling<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Chinese consumers are cautious with anything \u201chealth-related\u201d<\/li>\n\n\n\n<li>Communicate:\n<ul class=\"wp-block-list\">\n<li>Certifications (FDA, GMP, clinical trials)<\/li>\n\n\n\n<li>Country of origin<\/li>\n\n\n\n<li>Doctor endorsements or pharmacist quotes<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">2. \ud83e\udde0 <strong>Use Zhihu for Thought Leadership<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Create or sponsor Q&amp;A threads:\n<ul class=\"wp-block-list\">\n<li>\u201cIs melatonin safe for long-term use?\u201d<\/li>\n\n\n\n<li>\u201cWhat helps digestive issues naturally?\u201d<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Partner with health experts to write trusted posts<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">3. \u2764\ufe0f <strong>Rednotes = Social Proof<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>KOLs and KOCs post:\n<ul class=\"wp-block-list\">\n<li>&#8220;My 7-day trial with XXX&#8221;<\/li>\n\n\n\n<li>&#8220;Why I trust this sleep aid over others&#8221;<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Focus on <strong>routine integration<\/strong> (e.g., morning, bedtime use)<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">4. \ud83d\udce2 <strong>Use PR to Build Trust<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Share your story:\n<ul class=\"wp-block-list\">\n<li>Awards<\/li>\n\n\n\n<li>Founder interviews<\/li>\n\n\n\n<li>Innovation highlights<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Target media like <strong>36Kr Health<\/strong>, <strong>Yicai<\/strong>, or <strong>Tencent News<\/strong><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">5. \ud83e\uddec <strong>Position as Innovation, Not Just a Pill<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Explain clearly:\n<ul class=\"wp-block-list\">\n<li>Why your product works<\/li>\n\n\n\n<li>How it&#8217;s different from TCM or domestic brands<\/li>\n\n\n\n<li>How it fits into daily life or specific symptoms<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">China is a giant market for OTC <\/h2>\n\n\n\n<p>China is a giant market for OTC drugs products , most of these <a href=\"https:\/\/seoagencychina.com\/list-of-pharmaceutical-distributors-in-china\/\" target=\"_blank\" rel=\"noopener\">Pharma <\/a>firms have introduced health consumer brands. <\/p>\n\n\n\n<p>These OTC drugs products are being advertised alongside pharmaceuticals on Chinese television and satellite channels in the past, but it is via e-Commerce that EVERYTHING Is sold today. <\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2022\/10\/OTC-China.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"471\" height=\"299\" src=\"https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2022\/10\/OTC-China.jpg\" alt=\"\" class=\"wp-image-45605\" style=\"width:746px;height:474px\" srcset=\"https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2022\/10\/OTC-China.jpg 471w, https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2022\/10\/OTC-China-300x190.jpg 300w\" sizes=\"auto, (max-width: 471px) 100vw, 471px\" \/><\/a><\/figure>\n\n\n\n<p>Tmall Global, JD Global and all cross border websites are the key of the distribution in China. <\/p>\n\n\n\n<p>Cross-border eCommerce has proven to be feasible for many brands. As the industry expands and national policies are supported, CBEC penetration will increase.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2022\/10\/OTC-Chinese.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"457\" height=\"646\" src=\"https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2022\/10\/OTC-Chinese.jpg\" alt=\"\" class=\"wp-image-45604\" style=\"aspect-ratio:0.7077777777777777;width:695px;height:auto\" srcset=\"https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2022\/10\/OTC-Chinese.jpg 457w, https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2022\/10\/OTC-Chinese-212x300.jpg 212w, https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2022\/10\/OTC-Chinese-300x424.jpg 300w\" sizes=\"auto, (max-width: 457px) 100vw, 457px\" \/><\/a><\/figure>\n\n\n\n<p>While China is eager to encourage the development of new products, it is also looking to reduce rising health care costs through price controls, delisting prescription drugs, and other measures.<\/p>\n\n\n\n<p> Chinese pharmaceuticals are currently subject to one classification, but they have a problem of TRUST <\/p>\n\n\n\n<h4 class=\"wp-block-heading\">trust in China is everything when matter to health. <\/h4>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>CULTURAL <\/strong><\/p>\n\n\n\n<p>China&#8217;s consumer interest in self-medication has already led to a rapid rise in sales of products without prescription. Traditional Chinese medicines currently account for the majority of self-medication sales and are being repositioned as western-styled products.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>REGULATION<\/strong><\/p>\n\n\n\n<p>What regulatory requirements are there for traditional, herbal or complementary medicines and devices?<br>Traditional Chinese Medicine (&#8220;TCM&#8221;), a system of diagnosis, prevention and treatment which has been around for thousands of years, is regulated under the Regulations on Protection of Varieties of TCM. These are the regulations that apply to such medicines:<\/p>\n\n\n\n<p><strong>More CASE BY CASE contact us <\/strong>(Email)<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>2025 situation<\/strong><\/h4>\n\n\n\n<p>After the lockdown, logistics and customs clearance are gradually improving. The per capita disposable income is increasing in China, which makes it more important for consumers to invest in their health and pay more attention.  <\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Market Reality: Regulation First<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Most OTC drug products require NMPA (China FDA) registration<\/strong>, which can take <strong>12\u201324 months<\/strong>, depending on ingredients and claims.<\/li>\n\n\n\n<li>Therefore, <strong>Cross-Border E-Commerce (CBEC)<\/strong> is the only fast-track option for many foreign OTC products \u2014 especially <strong>vitamins, sleep aids, probiotics, eye drops, digestive aids<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">OTC trends in China<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2022\/10\/OTC-products-in-China-top-categroy-ecommercechinaagency-2025.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"658\" src=\"https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2022\/10\/OTC-products-in-China-top-categroy-ecommercechinaagency-2025-1024x658.jpg\" alt=\"\" class=\"wp-image-49364\" srcset=\"https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2022\/10\/OTC-products-in-China-top-categroy-ecommercechinaagency-2025-1024x658.jpg 1024w, https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2022\/10\/OTC-products-in-China-top-categroy-ecommercechinaagency-2025-300x193.jpg 300w, https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2022\/10\/OTC-products-in-China-top-categroy-ecommercechinaagency-2025-768x493.jpg 768w, https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2022\/10\/OTC-products-in-China-top-categroy-ecommercechinaagency-2025-600x386.jpg 600w, https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2022\/10\/OTC-products-in-China-top-categroy-ecommercechinaagency-2025.jpg 1077w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<p>For a long time, nutrition OTC supplements have been No.1 in sub-category sales on Tmall . Heart health supplements had a market share of around 3%. This was second in all sub-categories. Comprehensive nutritional supplements were accounted as 60% month-on-month rise and about 10% market share. Multivitamins sales increased 25% over last year. <\/p>\n\n\n\n<p>Probiotics OTC products were approximately 170 millions ( the most popular products in this category, with women&#8217;s and stomach probiotics being the most commonly used). B420 probiotics are popular in China, which indicates a huge market potential.<\/p>\n\n\n\n<p>Bone Health Enhancements is a growthing categories as well, with an increase of about 50% YoY This product&#8217;s market share was fourth out of all sub-categories. Calcium and glucoseamine products are searched by old people and Chinese parents.  Anti-Aging Supplements aka NMW counts about 160 million anti-aging products (2021) . <\/p>\n\n\n\n<p>Forecasts predict that China&#8217;s NMN market for health supplements will grow at 50% reaching 27 billion by 2023.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to sell OTC health products in China? <\/h2>\n\n\n\n<p><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\ud83d\udca1 For new foreign brands: focus on <strong>sleep, digestion, eye care, and children\u2019s health<\/strong> \u2014 these categories are growing fast and relatively open to CBEC testing.<\/p>\n<\/blockquote>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">\u2705 Final Tips for Success<\/h2>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Do This<\/th><th>Why It Works<\/th><\/tr><\/thead><tbody><tr><td>\ud83d\udce6 Use Tmall Global or JD Worldwide<\/td><td>Trusted CBEC platforms for health<\/td><\/tr><tr><td>\ud83c\udfaf Focus Red + Zhihu + WeChat<\/td><td>Trust-building, education, and retargeting<\/td><\/tr><tr><td>\ud83d\udcf2 Educate, don\u2019t just sell<\/td><td>Chinese buyers want to <strong>understand the function<\/strong><\/td><\/tr><tr><td>\ud83e\udd1d Partner with health KOLs (not just lifestyle)<\/td><td>Professional credibility matters<\/td><\/tr><tr><td>\ud83d\udcac Build a feedback loop<\/td><td>Encourage reviews and post-purchase comments on Red<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p><strong>Reputation : trust is the based of Business <\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2013\/08\/visuel-e-reputation-crm.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"510\" height=\"300\" src=\"https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2013\/08\/visuel-e-reputation-crm.jpg\" alt=\"\" class=\"wp-image-27923\" style=\"width:751px;height:auto\" srcset=\"https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2013\/08\/visuel-e-reputation-crm.jpg 510w, https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2013\/08\/visuel-e-reputation-crm-300x176.jpg 300w\" sizes=\"auto, (max-width: 510px) 100vw, 510px\" \/><\/a><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Tmall <\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2021\/06\/Tmall-and-Tmall-Global.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"691\" src=\"https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2021\/06\/Tmall-and-Tmall-Global.jpg\" alt=\"\" class=\"wp-image-42926\" srcset=\"https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2021\/06\/Tmall-and-Tmall-Global.jpg 1020w, https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2021\/06\/Tmall-and-Tmall-Global-300x203.jpg 300w, https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2021\/06\/Tmall-and-Tmall-Global-768x520.jpg 768w, https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2021\/06\/Tmall-and-Tmall-Global-600x406.jpg 600w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><\/a><\/figure>\n\n\n\n<p>JD <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Social Media : Little Red Book <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2021\/04\/GMA-Xiaohongshu.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"640\" src=\"https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2021\/04\/GMA-Xiaohongshu-1024x640.jpg\" alt=\"\" class=\"wp-image-41648\" srcset=\"https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2021\/04\/GMA-Xiaohongshu-1024x640.jpg 1024w, https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2021\/04\/GMA-Xiaohongshu-300x188.jpg 300w, https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2021\/04\/GMA-Xiaohongshu-768x480.jpg 768w, https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2021\/04\/GMA-Xiaohongshu-600x375.jpg 600w, https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2021\/04\/GMA-Xiaohongshu.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<p>Q&amp;A platform like Zhihu<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2022\/03\/Zhihu-Display-ads-Open-screen-ads.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"720\" src=\"https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2022\/03\/Zhihu-Display-ads-Open-screen-ads.jpg\" alt=\"\" class=\"wp-image-44580\" srcset=\"https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2022\/03\/Zhihu-Display-ads-Open-screen-ads.jpg 1020w, https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2022\/03\/Zhihu-Display-ads-Open-screen-ads-300x212.jpg 300w, https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2022\/03\/Zhihu-Display-ads-Open-screen-ads-768x542.jpg 768w, https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2022\/03\/Zhihu-Display-ads-Open-screen-ads-600x424.jpg 600w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><\/a><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Read full article about Solutions <\/h3>\n\n\n\n<figure class=\"wp-block-embed is-type-wp-embed is-provider-ecommerce-china wp-block-embed-ecommerce-china\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"wp-embedded-content\" data-secret=\"VHyHlofZdD\"><a href=\"https:\/\/ecommercechinaagency.com\/how-to-sell-vitamins-in-china\/\">Health Supplements Market in China (+Vitamins) 2024: Datas, Trends Opportunities<\/a><\/blockquote><iframe loading=\"lazy\" class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; visibility: hidden;\" title=\"&#8220;Health Supplements Market in China (+Vitamins) 2024: Datas, Trends Opportunities&#8221; &#8212; Ecommerce China\" src=\"https:\/\/ecommercechinaagency.com\/how-to-sell-vitamins-in-china\/embed\/#?secret=6kVpcovRbY#?secret=VHyHlofZdD\" data-secret=\"VHyHlofZdD\" width=\"600\" height=\"338\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\ud83d\udce3 Winning Strategies to Market OTC Products via CBEC 1. \ud83e\uddfe Assurance Through Storytelling 2. \ud83e\udde0 Use Zhihu for Thought Leadership 3. \u2764\ufe0f Rednotes = Social Proof 4. \ud83d\udce2 Use PR to Build Trust 5. \ud83e\uddec Position as Innovation, Not Just a Pill China is a giant market for OTC China is a giant market&#8230;<\/p>\n","protected":false},"author":1,"featured_media":45606,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"footnotes":""},"categories":[91,602],"tags":[],"class_list":["post-45603","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-vitamins-supplements"],"acf":[],"_links":{"self":[{"href":"https:\/\/ecommercechinaagency.com\/wp-json\/wp\/v2\/posts\/45603","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ecommercechinaagency.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ecommercechinaagency.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ecommercechinaagency.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ecommercechinaagency.com\/wp-json\/wp\/v2\/comments?post=45603"}],"version-history":[{"count":2,"href":"https:\/\/ecommercechinaagency.com\/wp-json\/wp\/v2\/posts\/45603\/revisions"}],"predecessor-version":[{"id":49365,"href":"https:\/\/ecommercechinaagency.com\/wp-json\/wp\/v2\/posts\/45603\/revisions\/49365"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ecommercechinaagency.com\/wp-json\/wp\/v2\/media\/45606"}],"wp:attachment":[{"href":"https:\/\/ecommercechinaagency.com\/wp-json\/wp\/v2\/media?parent=45603"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ecommercechinaagency.com\/wp-json\/wp\/v2\/categories?post=45603"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ecommercechinaagency.com\/wp-json\/wp\/v2\/tags?post=45603"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}