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PRESS RELEASE - Opening of the first and only Belgian Food & Beverage Flagship Store on Tmall Global

The entire Horsten team in Belgium and China is proud to announce the opening of our Belgian Food & Beverage flagship store on Tmall Global, Alibaba’s cross-border e-commerce platform. Live since January 2021, it is the first and only Belgian webshop dedicated at selling Belgian food and beverage brands directly to Chinese consumers. Please check our Belgian flagship store here.

It is a multi-brand store on Tmall Global, owned by Horsten International and operated in close cooperation with a service provider based in Shanghai, offering a unique chance for Belgian brands to enter the Chinese market without having their own legal entity or distributor in China. 

Cross-Border E-commerce (CBEC) is the process of Chinese consumers buying products directly from foreign suppliers via the internet and is only allowed for foreign legal entities selling their products in China without intermediates. Different from the traditional e-commerce platforms in China, CBEC has less regulatory restrictions, reduced taxes and import duties and there is a positive list with +/- 1400 commodity categories.

The advantages for Belgian brands are:

  • a direct B2C channel to Chinese consumers
  • exclusive access to the world’s biggest E-commerce market
  • trouble free China business
  • full control over all storytelling and marketing campaigns
  • access to all sales data
  • a perfect stepping stone to a long-term sustainable business in China

The cooperation between Horsten and Tmall Global underlines the growth potential of the food & beverage category in China and in particular high-quality products from Belgian, such as chocolates, beers, cookies, biscuits, bakery products, candies and other food & beverage products. Alibaba is the biggest e-commerce player in China, but it is not easy for food brands from a small country such as Belgium to sell their products on one of Alibaba’s platforms. Through this exclusive Belgian flagship store, many Belgian food brands can share resources and maximize their chances of success in a challenging China market.

About HORSTEN International 

Horsten International is a China consulting company, set up in 1996 by the late Joos Horsten, the man behind the successful joint venture of Janssen Pharmaceutica in China. With its professional team in offices in Belgium and China, Horsten International is by far the most experienced and broadly skilled China consultant in Belgium. In 2016 Horsten started MyChinaWeb, the first China online marketing agency in Belgium, helping its customers to be active on e-commerce and social media in China. 

More information about Horsten International and MyChinaWeb can be found at and

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