In this episode of The Negotiation, we are joined by Nicole Lin, Business Development Country Manager at Tmall Global. This conversation comes ahead of the China Cross-Border Summit in Los Angeles on October 16, 2025, co-hosted by WPIC and Tmall Global.

Nicole shares how Tmall Global is helping brands of all sizes access China’s enormous consumer market without requiring a local entity, explaining how bonded zones, logistics, and social commerce integrations make market entry seamless. She discusses the consumer-first philosophy at Alibaba, the latest trends driving growth on Tmall Global, and which categories—like beauty, wellness, supplements, premium food, and pet care—are seeing the biggest lift.

The episode also covers how international brands can localize, stand out, and succeed in China’s fast-paced digital landscape, plus a preview of what to expect at October’s summit in LA.

Discussion Points

• What brands can expect at the China Cross-Border Summit in Los Angeles this October
• What makes Tmall Global different from domestic e-commerce platforms
• How Chinese consumers discover and engage with brands in cross-border channels
• Why now is the right time for U.S. brands to enter the China market
• The top-performing consumer categories on Tmall Global in 2025
• Key lifestyle trends shaping China’s demand for international products
• Lessons from over 46,000 global brands already selling on Tmall Global
• How Alibaba helps brands localize through data, branding, livestreaming, and KOLs
• Practical first steps for brands that want to break into China

In this episode of The Negotiation, we welcome Emmanuel Poupelle, WPIC Marketing + Technologies’ Director of Growth for Europe, to explore how European lifestyle and health brands can succeed in China’s fast-changing consumer landscape. Originally recorded as a webinar, there were so many incredible insights brought to the discussion that we felt it was well worth publishing as a podcast as well.

Drawing on his extensive experience advising international brands, Emmanuel explains why China’s evolving demographics, shifting consumption priorities, and increasing demand for premium lifestyle products have created a major growth opportunity. We discuss why Xiaohongshu (RED) is essential for discovery and influence, how Chinese consumers evaluate value and quality, and why European “heritage” brands still hold strong appeal.

From health supplements and personal care to mental wellness and outdoor products, Emmanuel walks through the most promising categories—and why brands need to lead with storytelling, lifestyle positioning, and an integrated service model to win in China. Enjoy!

Discussion Points

• What’s changing in China’s consumer landscape—and why this matters for European brands
• The growing influence of Chinese outbound travellers and Xiaohongshu (RED)
• Why lifestyle positioning and heritage storytelling are key to market entry success
• Which health and wellness categories are gaining the most traction
• How services, co-branding, and social commerce strategies can complement product launches
• Timing your entry: why summer is ideal for lifestyle and travel-linked brands
• Where opportunities remain wide open: supplements, clean beauty, mental wellness

In this episode of The Negotiation, we speak with Clementine Pippa Ebel, a cultural strategist and expert on China’s rapidly growing outdoor sports market. Clementine works for KAILAS, one of China’s top domestic outdoor gear brands, and brings unique insight into how Chinese consumers are embracing trail running, hiking, camping, and the broader Gorpcore lifestyle.

We explore how outdoor culture is evolving across China—from elite ultra-marathon events to the growth of beginner-friendly running clubs in second- and third-tier cities. Clementine also explains what makes Chinese outdoor consumers unique, how Western brands can enter this space authentically, and the key regional nuances shaping demand.

We also explore the impact of digital communities, livestreaming, and Xiaohongshu on shaping outdoor trends—and why this space represents one of the most exciting opportunities in China's consumer market today.

Whether you’re an outdoor brand eyeing expansion into China or simply curious about cultural shifts in the region, this is a must-listen conversation.

Discussion Points:

·       Clementine’s journey from branding and cultural strategy to the world of outdoor sports in China

·       The growth of trail running and ultramarathons across Chinese regions

·       Why outdoor sports are resonating with young, urban Chinese consumers

·       The role of KAILAS and other local brands in shaping the market

·       Regional trends and the influence of nature tourism on demand

·       How community-driven platforms like Xiaohongshu are fueling outdoor enthusiasm

·       Gorpcore fashion: from function to street style in Chinese cities

·       What Western outdoor brands need to know to localize effectively

·       The intersection of sustainability, wellness, and outdoor consumerism

·       Clementine’s outlook on what’s next in China’s outdoor and adventure economy

In Part 2 of our interview with EIU economist Tianchen Xu, we turn our focus to the Chinese consumer. Is spending recovering? What’s happening in the housing market? And are the big headline sales events like 618 masking deeper issues in consumer confidence?

Tianchen walks us through the mixed signals emerging from China’s domestic economy, from retail sales rebounds to the drag of the property sector. He also explains the broader social and psychological drivers behind current consumption behavior and what he expects for the rest of the year.

Discussion Points:

• The rebound in retail sales and why it may not reflect deep consumer confidence
• How the housing slowdown continues to weigh on economic psychology
• The role of savings, youth unemployment, and pandemic aftershocks
• Local government infrastructure spending vs. private consumption as growth drivers
• Why we shouldn’t expect a “bazooka” of stimulus—and what slow, steady support may look like

In Part 1 of our conversation with Tianchen Xu, Senior Economist at The Economist Intelligence Unit, we dig into China’s macro performance in the first half of 2025—and what the future may hold. Tianchen analyzes Q1’s headline 5.4% growth, discusses why the London trade truce between the US and China matters, and highlights what Western media narratives often miss when reporting on China’s economy.

We also explore how resilient China’s economy really is in the face of renewed US tariffs, whether the truce will hold, and how all of this impacts international brands and investor sentiment. For anyone navigating China’s economic landscape in 2025, this episode offers a level-headed, data-driven perspective.

Discussion Points:

• Why Q1 2025’s 5.4% GDP growth may be more complicated than it looks
• The London US-China tariff agreement: what it covers and what could unravel
• How China’s supply chain reconfiguration may insulate it from future tariff shocks
• What Western media gets wrong about China’s macro fundamentals
• The role of state-led investment and policy buffers in maintaining growth momentum

In this episode of The Negotiation, host Todd Embley welcomes back WPIC CEO Jacob Cooke to share insights around two pivotal developments for global consumer brands: the framework trade agreement between the US and China, and China’s massive 618 shopping festival.

Jacob breaks down the implications of the new framework agreement between the US and China, explains how tariff policies are shifting brand strategies, and highlights key recommendations for both U.S. and non-U.S. companies looking to grow in the APAC region. He also shares what’s different about this year’s 618 shopping event, how platforms like Taobao and Xiaohongshu are integrating content and commerce, and which product categories are set to win big.

If you’re a global brand navigating China’s trade and consumer landscape, this is one episode you don’t want to miss.

Discussion Points:

• The latest updates from Jacob on the ground ahead of 618
• Key findings from WPIC’s June 2025 strategic tariff report
• What the US-China “London Deal” means for cross-border business
• Why 618 remains a crucial growth moment for international brands
• How platform integrations (e.g., the Red Cat Plan) are changing the game
• Growth sectors to watch: beauty, wellness, fashion, and baby care
• Jacob’s top 3 tips for brands to win during 618

In this episode of The Negotiation, host Todd Embley sits down with Kevin Xu, founder of the bilingual newsletter Interconnected, which offers sharp analysis on the intersection of technology, investing, and geopolitics between the United States and China. Kevin has become one of the most thoughtful and trusted voices interpreting Chinese tech trends.

Together, they explore the evolving AI landscape in China, examining how players like DeepSeek and Alibaba are shaping the race, how export controls are impacting development, and why Kevin believes 2025 could be the year of the “AI RIF.” They also unpack China’s open-source culture, cloud strategy, and what Western analysts continue to get wrong about China’s innovation ecosystem.

If you want to understand better the complex forces shaping tech and policy between the world’s two largest economies, this is a must-listen.

Listeners should also check out Kevin’s newsletter Interconnected at interconnected.blog.

🔍 Discussion Points

• What Western analysts often get wrong about China’s tech ecosystem
• China’s strengths and weaknesses in AI vs. the U.S.
• Why Kevin believes 2025 may mark the start of “AI-driven layoffs” (AI RIF)
• DeepSeek’s rise and its open-source implications
• Why “open vs. closed” is a more useful lens than “US vs. China” in the AI race
• Alibaba’s AI and Cloud strategy post-reorganization
• Are U.S. tech export controls helping or hurting long-term AI innovation?
• Potential “second-order” consequences of chip restrictions
• Underrated trends in Chinese tech to watch in 2025
• What investors and operators should be paying attention to next

In Part 2 of this special episode of The Negotiation, host Todd Embley continues the conversation with Dr. Chui Chui Tan, founder of Beyō Global. This episode focuses on practical examples from Chui Chui’s work with global brands, including Spotify and Bumble, and what it really takes to launch successfully in new markets.

Chui Chui unpacks how Spotify adapted its product strategy for dozens of international markets using deep local insight, and how Bumble rethought its approach to dating culture when expanding into APAC. She also shares practical advice on timing, market selection, and the right metrics for measuring success in global rollout.

For brand owners, operators, and marketers looking to understand what separates global hits from cultural flops, this episode is packed with wisdom and real-world experience.

Discussion Points (Part 2):

• How Chui Chui worked with Spotify to understand local behavior in 45+ countries
• Cultural and strategic lessons from Bumble’s international expansion
• Frameworks for deciding when and where to grow globally
• Common mistakes companies make when entering new markets
• Metrics and qualitative signals that show cultural adaptation is working
• Chui Chui’s final advice for companies aiming to expand internationally with care and insight

In Part 1 of this two-part episode of The Negotiation, host Todd Embley welcomes Dr. Chui Chui Tan, founder of Beyō Global and a leading voice in international growth strategy. With over 16 years of experience helping brands like Spotify, Bumble, and Google expand into new markets, Dr. Tan shares how cultural insight—not just translation—can make or break global product launches.

This conversation examines how Beyō Global assists companies in developing culturally intelligent expansion strategies that extend far beyond localization. Dr. Tan explains the distinction between localization and culturalization, and how a nuanced understanding of history, social behavior, and consumer psychology can set brands up for success.

Tune in to hear her approach to assessing new markets, how global expansion into APAC differs from the West, and why many brands still get cultural strategy wrong. Stay tuned for Part 2 next week, where we dive into case studies with Spotify and Bumble, and explore common pitfalls in global expansion.

Discussion Points (Part 1):

• What led Chui Chui to found Beyō Global, and how her UX background shaped her global mindset
• The company’s mission and how it helps brands build culturally attuned expansion strategies
• How culturalization differs from localization—and why that matters in global growth
• The strategic process Chui Chui uses when assessing a brand’s readiness to expand
• The importance of historical and behavioral insights in shaping market entry plans
• Tips for approaching diverse APAC markets and avoiding Western-centric missteps
• Key differences between growing in APAC vs Western markets and what brands need to adapt

In this special French-language edition of The Negotiation, we welcome Emmanuel Poupelle, WPIC’s newly appointed Director of Growth, for a conversation hosted by Charles Lavoie, VP of Marketing at WPIC.

Emmanuel brings years of on-the-ground experience in China’s retail and e-commerce industry. He has now joined WPIC to help more European brands expand into the dynamic markets of China, Japan, South Korea, and Southeast Asia. In this episode, he shares his unique perspective on how the Asia-Pacific region has evolved, what makes it such a compelling growth opportunity, and why European brands—especially in categories like fashion, beauty, wellness, and home—are particularly well-positioned to thrive.

Charles and Emmanuel also discuss the strategic thinking behind WPIC’s expansion across Europe, the cultural and consumer dynamics shaping retail in APAC, and the practical steps European brands should take to succeed.

🎧 Note: This episode is entirely in French.

Discussion Points:

• Emmanuel’s career journey and how it led him to WPIC
• Why WPIC is doubling down on Europe as a growth region
• Emmanuel’s experience in China and how the e-commerce landscape has evolved
• Strategic shifts required for European brands to succeed in APAC
• Key sectors in China showing promise for European companies
• What drives the success of European brands in the Chinese market
• Emerging opportunities in Japan, South Korea, and Southeast Asia
• WPIC’s support model for international market entry