Strategies and compliance points for importing cross-border e-commerce retail imported health products

With the continuous optimization of cross-border e-commerce retail import policies and the increasingly mature market, health products, as an important consumer category, are gradually becoming a popular choice in the field of cross-border e-commerce. This article aims to integrate the considerations, market analysis and operational strategies related to the import of cross-border e-commerce retail imported health products, and provide valuable reference for companies that want to start this business.

Compliance is the prerequisite for cross-border e-commerce import of health care products

Compliance is the primary prerequisite for cross-border e-commerce imports of health care products. When conducting cross-border e-commerce business, enterprises must strictly abide by relevant national laws and regulations to ensure that the health products sold meet import requirements and quality standards. In addition, according to the “Notice of the Six Departments on Improving the Supervision of Cross-border E-commerce Retail Imports” (December 1, 2018), cross-border e-commerce retail imported products are managed as imported items for self-use, and the first import license approval of related products is not implemented. , Registration and filing requirements. This means that although registration is not required, the company still needs to have the qualifications to operate relevant products, obtain the qualifications to operate import and export business, and obtain corresponding qualifications based on the type of imported products.

Choose the appropriate cross-border e-commerce import model

Currently, cross-border e-commerce imports of health products mainly include direct mail mode and bonded cross-border mode. Although the direct mail model is flexible, it is limited by requirements such as negative lists and consumer identity verification; while the bonded cross-border model is more mature and stable, suitable for large-scale imports and sales. Enterprises can choose the appropriate import model based on their actual situation and market demand.

Build a cross-border e-commerce sales platform and expand downstream channels

Building a fully functional cross-border e-commerce sales platform is the key for health product import companies to achieve sales. The platform should have good information release and product display functions, and support the entry of multiple suppliers in order to introduce more high-quality health care brands and products. In addition, expanding downstream channels is also an important way to increase sales. Enterprises can introduce products into the offline market by cooperating with traditional pharmacies, health product distributors, etc. to achieve online and offline integration.

Provide customized services for different roles

For overseas pharmaceutical company brand manufacturers’ agents or licensors, we can provide services to connect downstream distributors and cross-border e-commerce supply chains to help them operate the cross-border e-commerce model in a systematic and compliant manner and integrate overseas drugs. Sales to Chinese consumers. For health care product import traders, it can help them connect with high-quality pharmaceutical brands and manufacturers in Hong Kong, Japan, Europe, the United States, Australia and other places, and help them develop cross-border pharmaceutical models.

Strengthen brand publicity and marketing

In the process of cross-border e-commerce import of health products, brand promotion and marketing are equally important. Enterprises can enhance brand awareness and reputation through social media, advertising, online and offline activities and other methods, and attract more consumers to pay attention and purchase.

Market analysis

Health care products are a broad market. As people’s health awareness increases, the demand for health care products is also getting higher and higher. Especially in the Asian market, the health care product market is growing rapidly and the market potential is very large. According to statistics, the global health care products market size was approximately US$243.9 billion in 2019 and is expected to grow to US$486.3 billion by 2026. Among them, the Asia-Pacific region is the fastest growing region in the health care products market, accounting for nearly 40% of the global market share.

Operational strategy

Based on the market characteristics of cross-border e-commerce imported health products, cross-border e-commerce sellers can adopt the following operational strategies:

• Choose the right health products: When selling health products on a cross-border e-commerce platform, you need to choose health products with good quality, well-known brands, and popular ones to increase the sales conversion rate.
• Understand the rules of cross-border e-commerce platforms: When selling health products on cross-border e-commerce platforms, you need to understand the rules and policies of the platform, such as product qualifications, tariffs and customs declarations, to avoid violations and legal risks.
• Focus on product description and marketing: When selling health products on cross-border e-commerce platforms, you need to focus on product description and marketing to attract consumers’ attention and desire to purchase. For example, provide detailed product introduction, usage and precautions, etc.
• Provide high-quality after-sales services: Health care products involve people’s health and body, so it is necessary to provide high-quality after-sales services, such as return and exchange services, customer service support, etc., to increase consumers’ trust and loyalty to the brand.
• Strengthen brand building: Competition in the health care product market is fierce, so it is necessary to strengthen brand building and improve brand awareness and credibility. For example, promote the brand through online marketing, social media and other channels to increase brand exposure and traffic.

Things to note

In the process of importing health products through cross-border e-commerce, cross-border e-commerce sellers need to pay attention to the following matters:

• Comply with the laws and regulations of the importing country: Different countries have different laws and regulations, including tariffs, customs declarations, product qualifications, etc. You need to understand and comply with local regulations to avoid violations and legal risks.
• Ensure product quality and safety: Health care products involve people’s health and body, so the quality and safety of the products need to be ensured. Cross-border e-commerce sellers need to choose suppliers with quality assurance to ensure that products comply with local regulations and standards.
• Provide clear product descriptions: In order to meet the needs of consumers, cross-border e-commerce sellers need to provide clear product descriptions, including product ingredients, usage, precautions, etc., to help consumers use the products correctly.
• Choose reliable logistics services: Cross-border e-commerce imports of health products need to choose reliable logistics services to ensure the logistics safety and timeliness of the products. Choosing the right logistics service provider can increase consumers’ trust in products and their willingness to purchase.
• Consider return and exchange services: The quality and effects of health care products vary from person to person, so it is necessary to consider return and exchange services to improve consumers’ purchasing experience and satisfaction. Cross-border e-commerce sellers need to understand the platform’s return and exchange policies and cooperate with logistics service providers to provide efficient return and exchange services.

Cross-border e-commerce imported health products is a market full of opportunities and challenges. Only by ensuring compliance, choosing appropriate import models, building a complete sales platform, expanding downstream channels, and strengthening brand publicity and marketing can enterprises stand out in the fierce market competition and achieve sustainable development. At the same time, the government and relevant departments should also strengthen supervision and support to provide a better development environment for cross-border e-commerce imported health products.