Get ready to navigate the new era of China's e-commerce! This episode dives into the key shifts happening in 2025, moving beyond chasing pure scale to focusing on "competitive gravity" – retaining the right users. We explore how internet user growth has plateaued, making retention the new power. Discover the changing landscape of content commerce, from the rise of mid-sized creators and store-based livestreaming on platforms like Douyin and Kuaishou to Xiaohongshu's lifestyle-first approach and WeChat Channels' loyalty-building capabilities. Understand how instant retail is becoming essential infrastructure for everyday consumption, expanding beyond fresh food to include categories like snacks, beverages, and household supplies, demanding logistical localisation from global brands. We also look at how major platforms like Tmall, JD.com, and Pinduoduo are re-centering around brand equity and pushing for China-native branding. Finally, learn why offline integration and lower-tier city penetration through channels like community group buying are crucial for foreign brands. If you're a global brand, the time for testing the waters is over – success requires building China-specific strategies with global discipline