About Us

Your signpost to China. Independent. Transparent. Experienced.

We're a team of operators — not career consultants. We've managed billions in brand revenue on China's largest platforms, navigated cross-border compliance for global brands, and built systems from scratch. Now we're bringing that experience directly to foreign brands entering China.

Our Name

Waymark | 路标

We're more than just a sign that points the way.

For foreign brands looking at China, the path is often unclear. We don't just show you the direction — we walk it with you, from your first assessment to full market operations.

Our Story

Why we exist.

Three people. Different backgrounds — Amway, Vipshop (NYSE-listed), Zero-One (China's largest private-domain marketing firm), and fintech. We've managed billions in brand revenue, led category teams at Fortune 500 companies, and delivered cross-border work for brands like Nestlé, Pampers, Danone, and a2.

We knew each other before this business. That's the whole point. We didn't form around an idea — we formed around trust that already existed. It's the same principle we bring to every client relationship: trust comes before the transaction.

Here's what we kept hearing from founders across Europe, the US, Korea, and Japan:

"We know we should be in China. We just don't know where to start. Consultants charge a fortune for a PDF and disappear. Freelancers promise the world and underdeliver."

So we built WaymarkChina to sit in the middle: operators who've actually done the work, offering structured delivery at transparent pricing. Yes, we're new at consulting. That's exactly the advantage. We don't sell methodology — we sell what we know how to do. And we only succeed when our clients do.

Our Capabilities

People who've done the work.

These are our core capability areas — covered by the founding team and extended by partners we've worked with for years. The right people for every stage of your China entry.

Brand Strategy & Growth

Brand positioning and market entry strategy for international brands entering China. Experience across digital brand operations, KOL/KOC marketing, and consumer insights. Served Nestlé, Danone, Watsons, and other global brands in their China go-to-market.

E-Commerce & Platform Operations

Full-chain e-commerce operations across Tmall, JD, Douyin, and Xiaohongshu. Managed billions in GMV at Vipshop and led category teams for Pampers, MeadJohnson, and a2. Experience spans platform onboarding, TP management, livestream commerce, and private-domain operations.

Compliance & Cross-Border Operations

Licensed PRC lawyer with deep expertise in CBEC regulatory pathways, cross-border supply chain, trademark protection, and corporate compliance. Hands-on experience with NMPA registration, GACC filing, PIPL compliance, and WFOE setup for foreign brands.

Digital & Technology

Enterprise digital transformation and AI-driven operational efficiency. Built e-commerce systems from scratch, automated cross-border logistics workflows, and developed data-driven brand dashboards. Experience across fintech and consumer tech sectors.

Our Office

Based in Guangzhou.

Guangzhou · Tianhe District

Room 721, No.1 Mingxu Street, Tianhe District, Guangzhou, China

Located in the central business district, close to Guangzhou East Railway Station and the Canton Fair Complex.

FAQ

Questions you're probably asking.

You're a new company. Why should I trust you with my China strategy?

Fair question. Our expertise comes from real operating experience on Chinese platforms, not from a brand name. We back every claim with source-linked data. And our modular delivery model means you verify quality at each step — approve each module before paying for the next. If Module 1 doesn't meet your standards, you walk away having paid only for what was delivered.

I don't have a China entity or a team. Can you still help?

Yes — that's exactly the scenario our assessment is designed for. We evaluate your market opportunity, regulatory pathway, and channel options first. You don't need anything in place before starting.

How is this different from hiring a consulting firm or a distributor?

Consulting firms give you a PDF and leave. Distributors take control of your brand in China and report what they want you to hear. We sit in between: independent analysis, transparent data sources, delivered as a living digital asset you own. And we can help beyond just the assessment — from e-commerce operations to brand building.

What if I want to stop after Module 2?

You stop. You pay only for Modules 1 and 2. Your deposit is applied against delivered modules, and any unused portion is refunded within 5 business days. Every module boundary is a real decision point — not a theoretical one.

How much does a typical assessment cost?

Typically $3,000 to $8,000 depending on scope and complexity. Each module has a clear fee in your service proposal — you know exactly what each piece costs before you commit. No hidden fees, no mid-project upsells.

What happens after the 3-month refresh period?

Your Living Report's underlying data is refreshed monthly for 3 months after delivery. Before the period ends, we'll reach out. You can extend the refresh service for a monthly fee, or keep the report as-is — it stays accessible via your private link indefinitely.