Analysis of Policy Trends in Cross-Border E-Commerce for Imported Health Foods & Blue Hat Registration and Filing

In recent years, China’s policies regarding cross-border e-commerce (CBEC) for imported health foods have generally shifted from prioritizing “easy market access” to a model of “convenience combined with strict regulatory oversight”. The basic framework continues to treat CBEC retail imports as “items imported for personal use”, exempting them from first-import registration or filing requirements. Products may be sold in accordance with the standards of their country of origin, but platforms and enterprises must fully inform consumers of any potential discrepancies with Chinese standards. The 2025 Opinions on Further Strengthening Whole-Chain Supervision of Food Safety further proposed establishing a negative list for CBEC retail food imports, strengthening information sharing between Customs and market supervisors, clarifying recall responsibilities, and enhancing supervision of recalls for problematic product. Overall, the cross-border import of health foods has not been subject to a “one-size-fits-all” tightening of regulations; however, requirements for ingredient compliance, risk warnings, platform responsibilities, and post-sale recalls have significantly increased, moving the industry toward closer alignment with general trade. However, as for now, there are no clear indications that CBEC imports of health foods will be fully subjected to the same requirements as general trade, such as mandatory GACC registration of overseas manufacturers or Blue Hat registration/filing. 

To help companies respond to these policy changes, CIRS Group, together with HPA-Global, is hosting a webinar: “Analysis of Policy Trends in Cross-Border E-Commerce for Imported Health Foods & Blue Hat Registration and Filing”.

Note: You will receive emails with a link one day and 15 minutes before the webinar starts. By clicking that link, you shall be able to join our webinar automatically. Please note that space is strictly limited to a maximum of 500 attendees.

Free

❤As an exclusive bonus, all attendees will receive a comprehensive guidance on health food registration and filing in China free of charge after the webinar.

China’s health food market continues to expand, and a strong consumer preference for imported products is creating lucrative opportunities for overseas companies. However, navigating the differences in regulatory systems, market access requirements, and compliance standards poses a significant challenge for foreign enterprises entering the Chinese market.

Prepared by CIRS Food Technical Team, the Health Food Registration and Filing in China: Guidance for Industry provides a systematic overview of China’s regulatory framework, registration and filing requirements, recent policy updates, and emerging industry trends. It also offers an in-depth analysis of how these policies directly impact market access and compliance management.

Ultimately, CIRS aims to equip both domestic and international companies with practical, up-to-date regulatory insights, helping them understand China’s evolving regulatory landscape, streamline their market entry, and maintain seamless compliance operations.

• Analysis of policy trends in cross-border e-commerce for health foods

• GACC registration for overseas health food manufacturers

• Process and duration for imported health food registration/filing

• Common issues and solutions for imported health food registration/filing

• CIRS success case sharing on imported health foods

Professionals interested in health food cross-border e-commerce policies, including but not limited to:

• Overseas health food manufacturers

• Overseas health food traders or exporters

• Professionals in the health food cross-border e-commerce industry

• Domestic health food importers and agents

• Importers/exporters of health food ingredients

• Others concerned with health food cross-border e-commerce policies

Hangzhou REACH Technology Group Co, Ltd (CIRS Group)

Established in 2007, the CIRS Group is a leading product safety and regulatory consulting firm. CIRS has branch offices in the Republic of Ireland, South Korea, the United States, the United Kingdom, Japan and China. CIRS Group utilizes its technical expertise, various resources, and international network to provide one-stop compliance services from regulatory compliance, laboratory testing, R&D to data services across multiple industries. This includes chemicals, cosmetics, food and food beverages, feed and pet food, medical devices, agrochemical products, disinfectants, and consumer goods. It helps clients gain a competitive advantage by reducing business risks associated with regulatory affairs.

The vast majority of team members in CIRS Food Business Division have over 10 years of professional experience in food compliance, and more than 80% hold Master’s or Doctoral degrees in food-related disciplines. The CIRS toxicology expert team includes 24 Chinese Certified Toxicologists (DCST), 2 American Board Certified Toxicologists (DABT), and 2 European Registered Toxicologists (ERT). CIRS has provided one-stop food compliance services to over 1,000 domestic and international food and related enterprises. Leveraging its technical expertise, diverse resources, and global network, the CIRS Food Business Division offers global food compliance services, including: health food registration and filing in China; Application for “Three New Foods” in China; U.S. GRAS, NDI, and CAP notifications; EU Novel Food, food additives, and food enzymes applications; as well as application for new feed ingredients and feed additives in China, the U.S., and the EU.

Health Products Association – Global (HPA-Global)

Health Products Association – Global (HPA-Global) is a U.S.-based, non-profit 501(c)(6) trade association dedicated to advancing the global natural health products industry. Our membership spans the full value chain, including dietary supplements, nutritional and functional ingredients, probiotics, sports nutrition, omega-3s, organic and natural foods, natural and clean-label cosmetics, traditional herbal products, and the service providers that support these industries.

HPA-Global delivers powerful global visibility and business-development opportunities to its members through an extensive international database, a widely read weekly newsletter, the HPA-Global Insights video podcast, and active social media channels—reaching more than 20,000 senior industry professionals worldwide.

A core strength of HPA-Global is its deep expertise in the China market. We provide members with comprehensive, on-the-ground support including market entry strategy, regulatory consulting, product approvals and registrations for both finished products and ingredients, company registration with China’s General Administration of Customs, cross-border e-commerce consulting, distributor and partner identification, and targeted marketing through Chinese-language digital platforms and Beijing Food Safety Magazine.

Address: 11/F, Building 1, Dongguan High-Tech Park, No. 288 Qiuyi Road, Binjiang District, Hangzhou, China

Tel：+86-0571-87206538

Email: food@cirs-group.com