Foreign companies' penetration into Chinese consumer market depends on a number of factors. The paper highlights contemporary peculiarities of the market regulation. The recent changes in e-commerce legislation, cross-border e-commerce, trademarks registration and protection, consumer goods' logistic and distribution investments have been shown. Their facilitation and limitation for the Chinese consumer market access for Russian companies' export has been revealed. The particular attention has been paid to the importance of cross-border electronic commerce as a prospective area for Russian companies' consumer products promotion in contemporary China.