Quebec’s Edge in China’s Market?

Published on: March 27, 2025

(Cliquez ici pour la version en français.)

China’s e-commerce market is massive, fast-moving, and increasingly influential. By 2027, it’s expected to hit US$4 trillion. In 2023 alone, online retail sales surpassed US$2.68 trillion, accounting for nearly half of all digital transactions globally.

Chinese’s growing middle class are showing a growing interest in global products, including those from Quebec, which are often associated with quality and distinctive craftsmanship. But interest doesn’t automatically mean success. Brands need the right mix of product, positioning, and persistence to find their place (and keep it) in a crowded, complex market.

Overview:

Quebec’s Edge in China’s Market

China is Quebec’s second-largest trading partner, accounting for 7.5% of its international trade. Yet only about 3.2% of Quebec’s total exports go to China. That gap points to untapped potential.

Quebec companies are often recognised for their attention to detail in product development and their modest, long-term approach to business relationships. These traits can resonate with Chinese partners and consumers alike. Still, they are not guarantees of success. A well-informed and locally relevant strategy is essential.

Several Quebec brands have made promising inroads into the Chinese market by combining differentiated products, consistent quality, and well-planned entry strategies.

IDC Dermo

IDC Dermo shows how scientific credibility can open doors in China’s competitive beauty sector. Founded in Quebec over 2 decades ago, the brand specialises in dermatology-based skincare and launched on Tmall Global and Douyin in May 2024. Its anti-aging focus struck a chord with Chinese consumers looking for proven efficacy.

But entering the market took more than product science. IDC Dermo adapted its brand messaging, worked with local influencers, and fine-tuned its marketing to match consumer expectations. By September 2024, the brand had been recognised by Tmall Global as a fast-growing niche player.

Rudsak

Rudsak, the Montreal-based fashion label founded in 1994, entered China in 2021 with its signature outerwear and leather goods. Known for its blend of urban edge and premium quality, the brand recognised that success in China meant more than exporting a Canadian identity.

Through partnerships with a Chinese Olympic figure skater, a popular actress, and key fashion influencers, Rudsak repositioned itself for the local audience. Even with early attention, China’s fashion sector moves quickly. Staying relevant requires constant adaptation in both product lines and go-to-market strategies.

New Roots Herbal

New Roots Herbal, a natural health supplement brand, faced a saturated market and low initial brand awareness in China. To address this, the company worked with WPIC to launch via crossborder e-commerce and introduced cartoon characters tied to key products to drive consumer engagement.

This playful, localised approach helped boost visibility, search rankings, and product recall. The brand also launched on Douyin, and within 5 months, it ranked number 1 in the Glutathione category. However, like all supplement brands operating in China, New Roots must stay vigilant around evolving regulations and messaging compliance.

Looking Ahead in a Changing World

As economic uncertainty grows in Canada, expanding internationally has become a more strategic consideration for Quebec companies. China, with its scale and digital infrastructure, offers significant opportunity, but it also demands rigour.

Brands that gain traction are those that do their homework, remain agile, and invest in compliance and local relevance. It takes the right partners, deep market knowledge, and a long-term commitment.

At WPIC, we support Quebec companies through this process, offering on-the-ground expertise and end-to-end services — from setting up stores and managing logistics to executing digital marketing and e-commerce operations.

With careful planning and strategic execution, China can offer meaningful growth opportunities for Quebec brands.

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Quebec’s Edge in China’s Market?

Overview:

Quebec’s Edge in China’s Market

IDC Dermo

Rudsak

New Roots Herbal

Looking Ahead in a Changing World

Let's Connect.

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