Private label products from China let you sell a product under your own brand without designing it from scratch: you choose an existing product from a factory, adjust it, add your logo and packaging, and sell it as your own. It is one of the most popular models for Amazon and Shopify sellers because it combines factory pricing with brand control. The work lies in choosing the right factory, defining specifications precisely, protecting your brand and meeting EU product rules as the legal manufacturer.
Key takeaways
- Most private label sellers start with ODM products (existing designs they customise) because MOQs and development costs are lower than full OEM.
- Logo and packaging customisation is often possible from around 300-1,000 units; custom moulds or materials usually require more.
- In the EU, the brand owner placing a private label product on the market is generally treated as the manufacturer for compliance.
- China is a first-to-file trademark country, so registering your brand with CNIPA early reduces the risk of trademark squatting.
- Golden samples, written specs and pre-shipment inspections are the main tools to keep quality consistent between batches.
OEM vs ODM: which model fits you?
| Criteria | ODM (existing design, your brand) | OEM (your design) |
|---|
| Development time | Weeks | Months |
| Tooling cost | None or low | Often hundreds to tens of thousands of euros |
| Typical MOQ | Lower | Higher |
| Differentiation | Limited, mainly branding and small tweaks | Strong |
| IP ownership | Factory often owns the base design | You can own the design and moulds |
| Best for | First products, testing | Established brands, unique products |
How to launch a private label product, step by step
- Pick a product with room to differentiate. Look for complaints in competitors' reviews that a small change can fix: materials, size, accessories, packaging.
- Write a specification sheet: materials, dimensions, colours (with Pantone references), finish, accessories, packaging, labelling and tolerances.
- Shortlist factories that already make the product. Industrial clusters help: kitchenware in Yangjiang, textiles in Zhejiang, electronics in Shenzhen, furniture in Foshan.
- Verify suppliers and confirm they are manufacturers if you need customisation; see sourcing agent vs trading company vs factory.
- Order samples of the base product, then a branded pre-production sample.
- Approve a golden sample, signed and kept by both sides as the quality reference.
- Sign a purchase agreement covering specs, IP, confidentiality, delivery dates and defect handling.
- Inspect before shipment against the golden sample and your AQL criteria.
How to design packaging and branding
Packaging is often where private label sellers create the most perceived value for the least cost:
- Logo options: silk-screen printing, pad printing, laser engraving, embossing or woven labels, each with its own MOQ and price.
- Retail packaging: printed boxes, sleeves or mailer boxes. Factories often subcontract packaging, so ask for a packaging sample.
- Inserts: instruction leaflets, warranty cards and thank-you cards.
- Artwork files: provide vector files with dielines and colour references, and ask for a printed proof.
- Mandatory information: EU manufacturer and responsible person details, warnings, recycling marks such as France's Triman logo and sorting information.
Typical private label costs
| Item | Typical range |
|---|
| Logo setup (screen, plate or laser) | Often €0-€150 one-off |
| Custom printed box | Often €0.20-€1.50 per unit depending on size and finish |
| Samples (including courier) | €50-€250 per round |
| New mould for a plastic part | Several thousand euros, varies widely |
| Pre-shipment inspection | About $250-$350 per man-day |
| Lab tests for EU compliance | Hundreds to thousands of euros, by product |
These are indicative ranges; get quotes for your product. Our guide on negotiating MOQs with Chinese factories explains how to reduce minimums for branded items.
How do you protect your brand and designs?
- Register your trademark in the EU (via EUIPO) and in China (via CNIPA). China operates on first-to-file, and squatted trademarks can block exports.
- Use an NNN agreement (non-disclosure, non-use, non-circumvention) written under Chinese law and enforceable in China, rather than a generic Western NDA.
- Specify mould ownership in your contract if you pay for tooling.
- Split sensitive components across suppliers for highly innovative products.
- Record your brand in Amazon Brand Registry once your trademark is filed or registered.
What are your compliance obligations?
When you put your brand on a product sold in the EU, you generally take on the manufacturer's obligations. That includes:
- Identifying applicable rules (for example the General Product Safety Regulation, toy safety, low-voltage and EMC directives, REACH)
- Holding technical documentation and test reports
- Affixing CE marking where required and issuing a Declaration of Conformity
- Putting your name and address on the product or packaging
- Registering for extended producer responsibility (packaging, WEEE, batteries) in the countries where you sell
The factory's existing certificates often name a different brand or may not cover your version. Read our CE marking and EU compliance guide and, for regulated categories, consider hiring a compliance consultant.
How to keep quality consistent across reorders
Private label brands are judged on consistency. Common causes of drift are material substitutions and new subcontractors. Keep the golden sample, repeat specs on every purchase order, ask the factory to notify any material change, and inspect every batch, not only the first. See quality inspection and AQL.
Private label timeline: how long does it take?
From first supplier contact to stock arriving in Europe, a typical ODM private label project takes three to five months:
| Stage | Typical duration |
|---|
| Supplier search and quotes | 2-4 weeks |
| Base samples and evaluation | 2-3 weeks |
| Branded sample and packaging proof | 2-4 weeks |
| Production | 3-6 weeks |
| Inspection and booking freight | About 1 week |
| Sea freight to Europe and customs | About 5-7 weeks |
Chinese New Year, usually in late January or February, closes many factories for two to four weeks and slows production before and after the holiday. Autumn is also busy because of Western holiday orders. Plan launches around these periods and keep a buffer for sample revisions, which are the most common source of delay.
If you are visiting China, the Canton Fair is an efficient place to compare ODM factories and see finished products in person before committing. Read our Canton Fair 2026 complete guide for dates and preparation.
Is private label right for your business?
Private label suits sellers who want a defensible brand and are ready to invest a few thousand euros in a first batch, samples and compliance. It is less suited to testing many products quickly, where dropshipping or small generic orders may be more flexible. Many sellers combine both: test demand with generic products, then launch a branded version of the winners with better packaging and small improvements suggested by customer reviews.
How Cina helps
Cina's supplier directory helps you find manufacturers in the right industrial clusters among more than 41,000 Chinese suppliers. The product sourcing and supplier verification guide explains how to confirm a factory can handle customisation, and the templates and checklists include a specification sheet and inspection checklist you can adapt for your brand. To ship branded goods, compare partners in the freight forwarders directory. Everything is on the Cina resources page.
Conclusion
Private labelling from China is the fastest route from idea to branded product, provided you treat specification, compliance and brand protection as part of the product. Start with an ODM base, invest in packaging and a golden sample, register your trademark early and inspect every batch. That discipline is what turns a generic product into a brand customers trust.
