We combine years of trading experience with our top notch knowledge of the Chinese market, as well as strategic consulting paired with operational implementation. Our internationally oriented trading company is well aware of the challenges and opportunities for your product in the Chinese market.

We are specialists in establishing German and European brands and branded goods in China. Conceptually and strategically, we build new brands or optimise existing sales.

We are a competent partner for trademark owners for all questions that may arise and decisions that need to be made. We combine our experience of trading since the 1950s with the several decades of management and consulting experience of Deutsche Invest Capital Partners GmbH (DICP) in China to provide a complete range of services.

Our 360 degree services offer for your brand in China includes market entry strategies to operational sales: efficient, scalable, reliable.

Service Portfolio

We see ourselves as specialists in the FMCG sector for German and European brands. We are the ideal partner to structure and realise the Chinese market potential for high-quality brands.

A key success factor is the direct proximity to our business partners in both countries. Our offices in Germany (Munich, Memmingen) and China (Shanghai) play a key role here.

We ensure a clear brand strategy which is in line with the supplier's understanding and objectives. Together with our 100% subsidiary, Alpenpartner (Trading) Shanghai. Co,. LTD. we have established a one-stop-shop solution covering the entire value chain from Europe to China.

Due to our extensive expertise from many years of international trade, we enable access to a strong partner network with direct access to Chinese customers in both online and offline business. A targeted selection of the right distribution channels guarantees a high level of quality for our partners and brands on the Chinese market.



Our range of services comprises the following four core areas:


We develop the right strategy for your brand in China - from market entry analysis to having the product on the market. Thanks to our experienced teams of former management consultants and FMCG experts, we can help you fully exploit the local potential of your brand.


The Chinese market is highly complex and multi-layered - a different culture, a different language, pricing, target groups, etc. We ensure 100% transparency for your brand and thus create an important basis for making strategic decisions.

Sales & Marketing

Working with our local team, we implement a sales strategy developed together with you. In addition, we jointly take over, optimise and scale the existing business for your brands in China, whose sales efforts cannot be fully exploited due to the complex structures. We support the sales approach with a comprehensive marketing strategy to strengthen brand awareness.


From the factory in Germany to the customer in China, we take care of all logistical issues. Strong logistics partners actively support us.

Our Partners


Long-term cooperation in a spirit of partnership is our capital. We focus on long-term partnerships, mutual trust and full transparency between our customers and suppliers. Our partners benefit from our extensive experience in management consulting and trading.


We are constantly developing in order to meet all the requirements of the Chinese market and provide our customers with up-to-date expertise.

Our experience in trade and management consulting enables us to implement standardised, lean and efficient processes that are geared to the requirements of trading with China. We are supported by a strong eco-system of Deutsche Invest Capital Partners (as shareholder) and a strong local network with access to the authorities in China and registration offices.

As a loyal partner, we take into account the individual values and the respective brand philosophy of the brand owner. We are your local brand partner. Trust in us is the capital of our customers and suppliers. We are aware of this every day. It is both a motivation and an incentive for us.


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Alpenpartner GmbH · Hindenburgring 30
87700 Memmingen · Germany
Phone +49 8331 92435-00

Alpenpartner GmbH · Prinzregentenstr. 56
80538 Munich · Germany
Phone +49 89 231 41 36-20
Fax +49 89 231 41 36-39

Alpenpartner Trading (Shanghai) Co., Ltd
21Fl, Unit 2105
1045 Middle Huai Hai Road
200031 Shanghai, China
Phone +86-21-53300527



Alpenpartner has entered a partnership with Munich-based pet food company AlphaPet. In the future, Alpenpartner will distribute the two AlphaPet brands Wolfsblut and Wildcat in China. Both brands represent healthy animal feed and absolute premium quality from Germany. Wolfsblut has already been awarded the most popular dog food brand in Germany several times. Through this cooperation, Alpenpartner is entering the pet food market in China, which is expected to grow rapidly in the coming years. This is due both to the increasing number of dogs and cats and to the particularly close relationship between the Chinese and their pets. Alpenpartner serves Chinese customers through various online and offline channels.

Alpenpartner China Team grows continuously

The Alpenpartner China team now comprises 16 employees. All colleagues have many years of expertise in various fields and relevant professional experience in national and international trade between Europe and China. With a lot of passion and commitment, our colleagues work on site to ensure the success of our brand partners. We provide each partner with a dedicated team and a direct contact person in China to ensure short and direct communication channels to the Chinese market.

13,000 masks donated

Alpenpartner donated 13,000 KN95 masks (corresponding to the FFP2 standard) for the benefit of stationary facilities for the elderly and disabled in Memmingen. The mayor of Memmingen, Manfred Schilder, accepted the donation from Alpenpartner managing directors Alexander Pade and Henning Frye. The masks were distributed by the Memmingen Round Table. The masks have benefited fellow human beings who are particularly in need of protection.

M.ASAM Live Streaming Event very successful

Livestreams have exploded in popularity in China in recent years. No other online activity has grown as fast or takes up more of users' time in China. 648 million Chinese watched short videos last year - 78.2% of the online population. The digital megatrend that has persisted since 2020 is livestream e-commerce. In 2018, Taobao alone sold over US$15 billion worth of goods through its 4,000 livestream hosts, an increase of over 400% year-on-year.

Austin Li is one of the most famous male influencers in China in the beauty space. Austin Li sells over 40 million USD worth of goods within 24 hours at the biggest shopping festival "Double 11" (11.11). For the second time, our marketing team in Shanghai successfully organised and carried out a live streaming event for the M.ASAM Beauty brand with top influencer Austin Li. During this event, more than 17,000 orders were placed within 3.5 minutes and the product promoted in the live stream was sold out.

Single's Day 2020 - new concept - again a complete success!

It is fair to say that the Double 11 / Singles' Day 2020 was a resounding success. The sales of China's two largest e-commerce providers alone amounted to over 97 billion EUR. Alibaba's additional Double 11 sales window from November 1 to 3 practically doubled the transaction value this year to ¥ 498.2 billion (EUR 62.9 billion). JD's shorter sales window was also spectacular at ¥271.5 billion (EUR 34.3 billion). This shows once again how important the major promotion periods "618" (June 18) and Double 11 (Singles' Day) are for the sale of consumer goods in China.

Alpenpartner was also once again able to achieve new sales and turnover records with its strong FMCG portfolio brands. With the Dallmayr brand (https://www.dallmayr.com/de/), sales were up 250% on the previous year's Double 11. For the first time, the brands M.ASAM Beauty (https://www.asambeauty.com/) and tetesept (https://www.tetesept.de/) also participated in this year's shopping festival with great success. Thanks to numerous live streaming events and other promotion tools, Alpenpartner was able to realize a total of over 195,000 orders during the Double 11 promotion period.

Launch of the tetesept flagship store on Tmall

tetesept is one of the strongest brands in the field of health and well-being in Germany. Against this background, Alpenpartner is proud to announce the successful launch of the tetesept flagship store on Tmall together with Merz Consumer Care. At the start, the range of products will comprise approx. 20 tetesept products, which have been selected on the basis of extensive consumer and market analysis. The range will be continuously expanded in the coming weeks based on the current health and beauty trends in China

Alpenpartner expands portfolio with exclusive cosmetics

The expansion of Alpenpartner's brand portfolio continues. With M.Asam, a successful family business in the field of cosmetics has been acquired, which produces care and cosmetic products of first-class quality. Today, M.Asam stands for exclusive and high-quality cosmetics that are nevertheless affordable. The cosmetics market in China has developed rapidly in the last ten years. As the demand for cosmetic products continues to grow outside the major cities, it is expected that the growth dynamics will continue in the near future. Foreign cosmetic brands play a dominant role in the Chinese market. Alpenpartner will start by offering Chinese consumers high-quality M.Asam care products produced in Germany in its own M.Asam Tmall flagship store.


Alpenpartner takes part in the fight against CORONA

As part of the measures to contain the CORONA virus, Alpenpartner uses its long-standing trade relations in China and purchases protective equipment directly from tested and certified Chinese manufacturers. In recent weeks Alpenpartner has already been able to import protective equipment for numerous hospitals, nursing homes, public authorities and the Federal Ministry of Health. To provide large quantities of protective equipment, Alpenpartner charters direct flights from China to Frankfurt to ensure the fastest possible supply.

Alpenpartner with new cooperation

With the Merz Consumer Care brand, a leading manufacturer of innovative healthcare products has been won as a partner. With this new partnership, Alpenpartner has succeeded in strategically expanding its product portfolio to include healthcare products.

The healthcare market in China has been growing steadily for years. Together with the improvement in the standard of living of the Chinese population, there is also an enlarged willingness to increase spending on healthcare products. The Chinese population's awareness of air pollution and its effects as well as the development of the population structure also have a decisive influence on purchasing behavior.

Merz and Alpenpartner look forward to the new cooperation with great expectations.

Face masks for China

One of the fastest growing consumer goods markets in China is the beauty & personal care products market. This is mainly due to the increase in the decorative cosmetics and skin care segment - mainly caused by a generation change that is increasing the demand among young consumers. Social media, trends that spread faster, internationality and online trading have a lasting impact on buying behavior for beauty products. Together with the Schaebens brand, market leader in Germany for face masks, Alpenpartner is expanding its brand and product portfolio in the Beauty & Personal Care field. Schaebens is one of the leading providers in Germany in the area of face care as well as in the pharmaceutical / health sector. Together with Alpenpartner, Schaebens is expanding its sales with selected items such as masks, serums and concentrates both via online cross border and offline in stationary retail. Alpenpartner is looking forward to a good cooperation!

Dallmayr gift box for the Chinese New Year

The Chinese New Year is celebrated on January 25th. The year of the rat begins in China with this date. Due to its history, the colors red and gold play an important role in this most important traditional Chinese holiday. Based on this tradition, Alpenpartner has put together a Dallmayr gift box with appropriately colored and high-quality cans. The gift box is available both at the Dallmayr flagship store at tmall and in selected stationary Chinese dealers. This marketing campaign is a further step towards Dallmayr's branding in China.

REWE flagship store on tmall

30 articles include the selection of REWE drugstore items that Chinese consumers have been able to find on the Chinese online platform tmall Global rewe.tmall.hk/shop/view_shop.htm as part of the REWE flagship store since autumn 2019. The flagship store guarantees the REWE brand a singular and therefore better perception by the customer and makes the individual items accessible to a wider range of buyers. The focus of the marketing concept is on emphasizing the German origin of the goods - a guarantee of good quality for the Chinese consumer.

Alpenpartner plans to further expand its range of food products from REWE's own brands in the future. Strong growth in cross-border business sales for China is also forecast for 2020. Together, REWE and Alpenpartner want to use this growing potential.

Alibaba's Singles' Day 2019 - New record!

Alibaba also celebrated a new sales record on Singles Day (11.11.) this year. With 26% year-on-year growth, Alibaba's total revenue that day was 268.4 billion yuan (approximately 34.9 billion euros). Not far behind was JD.com with a turnover of 26.6 billion euros. As a result, goods worth around 62 billion euros changed hands on just these two platforms in a single day.

The hype about the Double 11 shopping period, which usually starts at the end of October / beginning of November with initial promotions, is unbroken. For example, logistic companies hired 400,000 extra deliveries for this special day in order to deliver the estimated 2.8 billion parcels on time.

Our Managing Director Henning Frye followed the development of the sales figures from hour to hour directly on site: "It was again an impressive experience for us, but also for our brands, for which we were able to make Singles Day very successful."