Cracking the Enigma: Your Guide to Publishing Apps in China

China is famously one of the most attractive markets to publish apps. However, due to constant regulatory updates, it's becoming increasingly tricky to get published there, causing many to give up in despair. Fear not, though - we've got you covered! Here are some essential steps to consider before publishing an app in China.

What are the options?

At the moment, we strongly advise two main routes to get your app into China:

Publish your app through a local publisher.

This option is the smoothest route to follow. Local publishers have all the infrastructure needed for a successful launch. It takes all the headaches away from the developer and secures the results. Note that publishing games with in-app monetization is only possible with a local publisher.

Get your app published on your own.

This route is bumpy as you will need to handle all the peculiarities on your own, but it keeps the control in your hands. Depending on the type of app you want to launch in the market, it may be the route to follow.

If you are planning to launch a game on the market with in-app purchases, you'll need an ISBN. The license is one of the toughest to get nowadays, and the process is slow but doable. The annual number of ISBN licenses issued doesn't exceed 100. Sounds like a dead end, but it's not. Let us know if you believe your game will do great in China, and we shall help you out.

Now, if the app you intend to publish is not a gaming app with in-app purchases and you are ready to walk the road on your own, here is what you will need.

Android

Whatever app you are planning to release in China on the Android platform, you will need a local entity to do so. It can be a WFOE (Wholly Foreign-Owned Enterprise) owned by a foreign individual or a subsidiary of a foreign company. The trick is that Google is banned in China, including Google Play. Thus, you will need to put your app on the shelves of the local stores. Almost all of them would require a Chinese entity.

Then, you will need a localized APK of your app. It concerns the language of the interface, naming, all the buttons, and banners. The language is Simplified Chinese, make sure you don't fall for the traditional one. It also concerns storing all user-generated data in China, as well as ensuring all your SDK and API integrations work within China's firewall.

You would also need an ICP (Internet Content Provider) license that states you store and distribute content in China within the legal framework, and your servers are located in Mainland China. This one is very important and affects all your online activities. As you might have heard, China is pretty strict about its online data. Check out our posts about PIPL and Advertising Law to learn more.

Another license that you would be asked to provide is SCC (Software Copyright Certificate). It confirms that you are the owner of the application and protects your Intellectual Property. It is not a must for some stores, but it is highly recommended by them, and we recommend the same. It might be tricky to get one without local help, but the process is quite straightforward. You would need to provide a piece of your code to the authorities along with the app user manual. The user manual for the app is a simple description of the user interface with screenshots. Note that all the materials should be in Simplified Chinese. It takes a month for the authorities to review your application, and the total timeframe to get one is around 2-3 months.

Depending on the content of your app, you might need industry-specific licenses as well.

Once you have everything on hand, you will be able to go directly to the local Android stores and submit your app for publishing there.

iOS

App Store is not banned in China, which makes it way simpler. However, Apple also follows local regulations, and depending on your app, you would need to provide the same documentation. However, you might be able to handle all of it from abroad without a local entity. All of the licenses are easier to obtain while being present in China, but it's also doable from the outside. You can check what documentation Apple requires here. Many apps would probably sneak through without any licenses. However, the regulations remain the same. You need to store data in China. And the basic license we recommend obtaining is ICP. In that case, if Apple ever comes for the proof, you can always show that you follow the regulations instead of being kicked out from the store. We also recommend getting an SCC. First, Search Ads are unavailable without it. Second, it still confirms that you own the software within the Chinese legal framework.

I'm sure you are aware of the market size we are talking about, and if you are reading this, you have probably already done some research, and it just looked like a mission impossible that made you give up before even starting. It has a lot of peculiarities, but in reality, it is Possible. Moreover, it might be your next big thing.

We are here to make this big thing happen, guiding and supporting you through these unknown oceans. We can help you with all the steps above and much more. Send us a note, and let's gear up for the journey to conquer!