China is the anchor.
The region's largest consumer market and its most complex regulatory and channel environment — and where our partners hold the deepest operating record. A brand that can win in China can typically win elsewhere in Asia.
China/Asia Market Entry & Execution
Your path to China & Asia.
AsiaPave is a boutique advisory and execution firm. We help global consumer brands enter, build, and scale across China/Asia — as an outsourced leadership team, accountable for results, with no upfront cost.
Operators who have already done it — not consultants who have only advised on it.
The Approach
China anchored. Asia wide.
Many mid-sized international consumer brands want China/Asia revenue but cannot justify the cost, risk, and learning curve of subsidiaries in multiple markets. Large agencies are expensive, generic, and rarely accountable. AsiaPave occupies the space in between — senior operators who behave like an outsourced China/Asia leadership team, with zero upfront cost or risk.
Asia is the canvas.
Japan, Korea, Taiwan, Hong Kong, Singapore, Vietnam, Thailand, Indonesia, the Philippines, and Malaysia — each with distinct dynamics, addressed through a partner-led network of senior in-market resources.
Sequencing matters.
Many brands should not start with China. Our job is to help you choose the right market sequence based on category, brand maturity, and risk appetite — not push every client into China by default.
The Edge
Operators, not advisors.
Our partners bring decades of senior leadership at leading consumer MNCs across China/Asia — with direct accountability for P&L, distributor networks, e-commerce, supply chain, and team building. We do not claim authority. We show it, through judgment and results.
Strategy consultancies
Excellent at strategy. Expensive, rarely execute, disengaged once the deck is delivered.
Market-entry agencies
Strong on e-commerce execution. Less senior on GM-level strategy, often single-market and 1-to-many model.
AsiaPave
Operator pedigree, integrated execution, strategic rigor — and commercial alignment. Skin in the game and often tailored 1-on-1.
Focus Sectors
Focus categories where imports still win.
Each sector is chosen where three conditions hold at once: the Asian market is large and growing faster than home markets, foreign provenance still commands a real trust premium, and a regulatory pathway exists that we can navigate faster than a brand can alone.
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01
$36B TAMCBEC as the main channel for import VMS brands
VMS
Imported brands trusted in immunity, women's health, and joint care. Cross-border e-commerce bypasses the multi-year "Blue Hat" registration entirely.
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02
<¼China outdoor spend vs. the West
Outdoor & Sports
Camping, trail running, and climbing recoded as urban lifestyle. First-gear buyers default to foreign heritage brands — and per-capita spend has a long runway against mature markets.
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03
~60%China pet-food sales online
Pet Care
Owners treat pet food like infant formula. Functional and life-stage nutrition accelerating; cats reshape the category.
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04
No. 2world's beauty & personal care market
Personal Care
China is the world's second-largest beauty and personal care market, led by skincare. Imported brands still hold a premium in anti-aging, sun care, and dermocosmetics — CBEC sidesteps the NMPA registration and animal-testing requirements that once kept foreign brands out.
Services
A modular operating partner.
Not a generic consultancy. Each module can be bought standalone, in bundles, or as a full end-to-end engagement — built around a stage-gated path from Land to Launch to Scale.
Market Entry Strategy
Sizing, sequencing, entry-mode, channel architecture, 3–5 year P&L.
Team & Operating Model
Fractional GM, CMO, Head of E-commerce — accountable, not advisory.
Registration & Compliance
Trademark, product registration, CBEC, labels, data privacy.
Distributor Selection
Longlists from our networks, reputation diligence, contract architecture.
Supply Chain & Logistics
Bonded warehouse, general-trade import, co-pack, demand planning.
Brand, Digital & Content
Positioning, KOL/KOC, livestreaming, private domain.
E-commerce Operations
Tmall, JD, Douyin (China); Rakuten, Coupang, Shopee, Lazada (RoA).
M&A & Diligence
Operator-grade commercial diligence; license, acquire, or joint venture partner.
Local-for-Local Product
Market-specific SKUs, formats, and flavors — VMS, pet food, and more.
Engagement
Land. Launch. Scale.
A boutique of senior operators should sell outcomes, not hours. Our model layers fees to how value is actually created — with a success component that keeps us focused on brands we believe can win, and with dedication.
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01
Bundled · 4–8 weeks
Diagnostic & GTM Blueprint
A 4–8 week sprint: size the prize, sequence the entry, choose the operating mode, and deliver a 3–5 year business plan.
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02
Bundled · 6–12 months
Land
Entity setup, trademark filing, distributor and TP selection, store launch, supply-chain build-out, and digital marketing kickoff.
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03
3–5% of China revenue · Ongoing
Launch & Scale — Outsourced Leadership
We run your China/Asia business as fractional GM — managing distributors, agencies, and the local GTM execution.
Who we work with
- Global consumer brands with revenue of roughly USD 30M to USD 1B — founder-led or PE-backed.
- Brands that have tried China/Asia and stalled, postponed entry for years, or are being asked by investors for a credible plan.
- A board-level conversation — the decision-maker is a CEO or Chief Growth Officer.
- Brands ready for an engagement, not a one-off project, with zero upfront investment.
Team
The partners run the work.
AsiaPave is led by senior operators who have carried P&L, built distributor networks, and scaled brands in Asia's hardest markets — not advised on them from a distance. The people who win the pitch are the people who run the business.
Jason Zhang
Partner
Over a decade leading consumer-health businesses across China and Asia Pacific — most recently as Vice President at DSM. Carried the P&L for VMS brands ($50–200M), built distributor networks, and ran e-commerce in the region's most demanding markets. The exact terrain AsiaPave navigates for its clients.
- Vice President DSM 2020–2023
- Managing Director, Asia Pacific & Greater China Garden of Life 2016–2018 (acquired by Nestlé)
- China General Manager Blackmores 2013–2016
Contact
Tell us where you want to land.
If China and Asia are on your plan — or overdue — start with a conversation. We will tell you, directly, whether we think your brand can win, and what the path looks like.
jason@asiapave.comShanghai · Hong Kong · Singapore