Inside the China Crossborder Summit 2025 in Santa Monica

Published on October 23, 2025

On October 16, 2025, brand leaders and industry insiders gathered at the Sandbourne in Santa Monica for the China Crossborder Summit, co-hosted by WPIC and Tmall Global.

The invite-only event brought together executives from the beauty, wellness, lifestyle, and performance sectors for an afternoon of insights, open discussion, and meaningful connections. Every conversation circled back to one theme: how US brands can grow in China through crossborder e-commerce.

State of Chinese Consumers

One of the day’s standout sessions was “State of Chinese Consumers”, a candid discussion between Jacob Cooke, CEO and Co-founder of WPIC, and Nicole Lin, Business Development Country Manager at Tmall Global.

The discussion explored how shopper behaviour in China continues to evolve, what trends are driving growth, and how brands can position themselves to succeed as the market shifts into 2026.

“Crossborder e-commerce is the most effective route to enter the Chinese market in most product categories, especially amid trade tensions,” said Cooke. “We also emphasized that Chinese consumer demand for high-quality U.S. products remains resilient despite those tensions.”

Their talk made clear that while the opportunity remains strong, success now depends on agility, data-driven decision making, and genuine localisation.

Lessons from 30 Years in China

Morgan Keldsen, a retail veteran with more than 30 years of experience in China, shared stories from his time at Nike, Converse, Vans, and Stüssy.

He spoke about how the market has evolved from the early days of imported hype to a more sophisticated, experience-driven environment, and what that means for global brands trying to earn loyalty in a market that moves at lightning speed.

The Brands Behind the Growth

Peter McMath, WPIC’s Chief Revenue Officer, moderated a lively panel featuring Neural DSP and Final Boss Sour, 2 US brands finding success in China’s crossborder market.

Neural DSP spoke about China’s fast-growing music creator community and how it has fuelled demand for their technology. Final Boss Sour discussed the intersection of gaming culture, snack innovation, and storytelling in building brand loyalty among younger consumers.

The discussion highlighted a consistent truth across all sectors: success in China comes from listening closely, adapting quickly, and delivering with precision.

The Power of Candid Q&A

The day ended with a high-energy Q&A session with Jacob Cooke. The conversation quickly became one of the most engaging parts of the summit, as attendees leaned in to unpack what crossborder e-commerce really looks like in practice.

Questions ranged from market entry and consumer demand to how brands can work with KOLs. Cooke offered straightforward advice on how to structure collaborations, when to invest in influencer marketing, and how to measure success in an environment where results are driven by both content and culture.

Beyond the Stage

Throughout the day, attendees connected with executives from Tmall Global, WPIC, and a curated group of U.S. brands already active in the market. Conversations flowed over cocktails and food with guests sharing challenges, plans, and next steps for China.

This was just the beginning.

WPIC will bring the China Crossborder Summit to more cities across North America in 2026, expanding the conversation and helping more brands tap into China crossborder e-commerce market.

Interested in hearing more or attending a future stop? Get in touch. We’d be happy to tell you more.

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Inside the China Crossborder Summit 2025 in Santa Monica

State of Chinese Consumers

Lessons from 30 Years in China

The Brands Behind the Growth

The Power of Candid Q&A

Beyond the Stage

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