Why this product?
What does it do better than what is already on the shelf? Say it in one sentence.
FROM THE BUYING SIDE · ASIA TO EUROPE
Built in Asia. Ready for Europe?
For consumer-tech brands from China, Hong Kong, Taiwan, Korea or Japan, the way into Europe is mostly the same: start in one market, usually Germany, show that product, price and partners work, then grow. As a buyer I saw offers from all five. My questions were almost always the same, wherever the brand came from.
Europe is many markets, each with its own language, prices and retailers. And shipping products into Europe is not the same as building a European market. The hard part is between the factory and the customer: price, margin, buyers, channels, and who does the selling locally.
Brands I have worked with, such as MOMAX, PITAKA and RhinoShield, had to answer the same questions. Your home country changes a few details. The basics stay the same.
WHAT DIFFERS BY ORIGIN
Five starting points, briefly.
These are general patterns. Every brand is different.
China
Buyers know the engineering and manufacturing are strong. They ask about the brand behind the product: who is responsible in Europe, where the stock is, who handles service. Range and retail price usually need the most work.
Hong Kong
Hong Kong brands often have English material and experience in many export markets. What is usually missing is a person in Germany who follows up with buyers and visits them.
Taiwan
Strong technology, often with a good history in components or B2B. For consumer retail, the work is in positioning: a clear customer, a clear story and a shelf price that fits German retail.
Korea
The EU and Korea have had a free trade agreement since 2011, which can lower duties for products that meet its origin rules. Design-led Korean brands should check if their home prices work on European shelves.
Japan
The EU and Japan have had an Economic Partnership Agreement since February 2019, with similar origin rules. Quality is rarely questioned. Packaging and manuals often need changes for Europe, and decisions need to be fast enough for retail timelines.
THE COMMON STEPS
From Asia to a repeatable business in Europe.
The order matters. Most problems I see start when a brand builds the structure before it has tested the market.
- Validate. Check if product, price and margin work in Germany before you spend money on a launch. Talk to a few real buyers.
- Focus. Pick three to five main products and one or two channels. Start with one country.
- Activate. Contact buyers, retailers, marketplaces and B2B partners with samples, a clear offer and stock in the EU.
- Build. When something works, decide the structure: own people, a sales agent, a partner or a distributor.
- Expand. Take what works in Germany to Austria and Switzerland, then to neighbouring markets.
You do not need to give Europe to a partner before you understand it. First collect proof that it sells. Then build the structure.
WHAT BUYERS ASK EVERY BRAND
The same four questions, from Shenzhen to Seoul.
Does the price work?
Is there room for VAT, the retailer’s margin and promotions, and does the online price match?
Who is here?
Who answers, visits and solves problems in Europe, in the buyer’s language and time zone?
Can you deliver?
Is there stock in the EU, and can you reorder fast when it sells?
A PERSONAL NOTE
Wherever you come from, start small.
I work with brands from across Asia on this: testing Germany, finding buyers and partners, and building the business step by step. If you have a product you believe in and want an honest view of its chances in Europe, I am happy to look at it with you.
Marco PenningFounder, LUMVEO · Hamburg
Take the 2-minute check ↓GERMANY MARKET ENTRY CHECK
Where do you stand? Eight questions, two minutes.
Tell me where you are today and what is in the way. I read every check myself and reply personally.
QUESTIONS I HEAR OFTEN
Short answers.
Should an Asian brand launch in all of Europe at once?
Usually not. Europe has many languages, price levels and retail structures. Most brands do better if they start in one market, often Germany, learn what works and then expand.
Why start with Germany?
It is a large consumer market with demanding buyers. If your product, price and service work here, that is a strong reference for Austria, Switzerland and other neighbouring countries.
Do Korean and Japanese brands pay lower duties in the EU?
They can. The EU has trade agreements with Korea and Japan that reduce or remove many duties for products meeting the origin rules. Ask your customs broker what applies to your product.
Do I need a distributor to enter Europe?
Not always. Some brands start with a partner or sales agent and their own stock in the EU. Others need a distributor from day one. It depends on your product, your team and how much control you want.
SOURCES
- European Commission: EU-Republic of Korea free trade agreement
- European Commission: EU-Japan Economic Partnership Agreement
My experience and view, not legal or customs advice. Please check duties and origin rules for your own products with a specialist.