Leading German Brands in China

Germany’s largest trading partner in Asia is now China, with bilateral trade nearly reaching 300 billion euros. Chinese consumers highly value products with the “Made in Germany” label. Germany’s top B2C companies, spanning the automotive, food and fashion sectors, include well-known brands such as BMW, Adidas and Hugo BOSS. In the automotive sector, German automakers such as BMW are prized for their cutting-edge technology, safety features and luxurious design. Adidas, a leader in sportswear, is valued for its dedication to performance, innovation, and fashionable athletic apparel. Similarly, Hugo BOSS, a major fashion brand, is famous for its stylish and sophisticated clothing lines. Let’s find out which are the leading German brands in China.

Leading German Brands in China: Luxury Brand


In China, Montblanc has found triumph through its esteemed reputation for luxury writing instruments, leather goods, and accessories. The brand has established a robust presence on its own e-commerce platform in China, complete with official websites and storefronts on Chinese cross-border e-commerce platforms. Hailing from Hamburg, Montblanc has paid homage to Chinese culture with product releases honoring the Great Wall of China and Emperor Kangxi. This approach has seamlessly woven the brand into Chinese cultural tapestry, enhancing both brand experience and product sales. Montblanc has meticulously crafted an image synonymous with sophistication, elegance, and exclusivity, resonating deeply with Chinese consumers who prize symbols of status. Moreover, they have collaborated with artists, celebrities, and Chinese social media influencers to develop limited edition products that align with local tastes and preferences.

Source: China Daily


BMW boasts a formidable presence in China. Having entered the Chinese market in 1994, BMW has ascended to become one of the top-selling luxury car brands in the nation. By 2022, BMW had surpassed sales of over 791,000 vehicles in China, establishing it as the brand’s largest market outside of Germany. Engaging in several joint ventures within China, BMW is also channeling significant investments into the realm of electric vehicles. With an array of electric vehicles already available for sale in China and plans for further expansion in the pipeline, BMW underscores its dedication to the Chinese market, recognizing it as a pivotal growth frontier for the future. Bolstered by substantial investments, BMW remains steadfast in its confidence of augmenting its market share within the country.

Source: Somewhere Inefficient

Hugo Boss

In China, Hugo Boss has excelled with its top-tier, stylish, and sophisticated apparel. Through the creation of exclusive items and partnerships with celebrities and fashion influencers, the brand has aimed its offerings squarely at discerning Chinese consumers. Hugo Boss has also forged key alliances with Chinese cross-border e-commerce platforms like Tmall, broadening the visibility and sales avenues for their products to access a broader audience. Furthermore, the brand has strategically unveiled flagship stores in prime locales across major Chinese metropolitan areas, bolstering its brand recognition and impact.

Source: Jing Daily

Leading German Brands in China: Fashion, Food & Beverage


Adidas has achieved significant success in China thanks to its robust brand recognition and efficient marketing tactics. By teaming up with celebrities and sports teams, they have boosted product promotion and bolstered brand visibility. Moreover, Adidas has developed items tailored to the tastes and preferences of Chinese buyers, including designs infused with traditional Chinese motifs. These sought-after Adidas goods are readily available at brick-and-mortar stores across numerous Chinese urban centers and via various online retail platforms.

Source: Behance


Beck’s, a renowned German beer, is distributed in China by China Resources Beverage Co., Ltd. One key factor contributing to Beck’s success in the Chinese market is its adeptness in adapting to local tastes and preferences. Beck’s has introduced a range of products specifically tailored to Chinese consumers, including beverages infused with local flavors and packaging designs customized to suit their preferences. Beck’s strategically promotes its brand through established partnerships with prominent retailers, catering services, and hotels across China, alongside robust advertising and promotional campaigns nationwide. These effective marketing initiatives have significantly bolstered brand recognition and market share for Beck’s in China.

Source: Behance

Ritter Sport

Ritter Sport, a German chocolate brand, penetrates the Chinese market by collaborating with cross-border e-commerce platforms like Utilizing Chinese social media platforms such as WeChat and Weibo, they elevate brand recognition and engage with Chinese consumers. Through innovative content like interactive games, photography contests, and product giveaways, they effectively promote their brand, expanding their follower base and fostering loyalty in China. Moreover, Ritter Sport tailors its product offerings to cater to Chinese preferences, introducing localized flavors such as green tea and red bean chocolates.

Source: Ritter Sport

Long Advisory digital marketing agency in China

Long Advisory supports Western companies in China through digital marketing. In fact, our experience has led us to believe that today, the best and most convenient approach to making your brand well-known in China is through a digital approach. Furthermore, thanks to our know-how, we know how to make your brand known to potential Chinese consumers. With the effective coordination of Long Advisory, your company will see a new rise in the largest market in the world: China.

Long Advisory is a digital marketing agency specializing in developing digital marketing solutions tailored for the Chinese market. 

Interested in expanding your brand in China? Contact us for more info and details at


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