WPIC Launches New Report: Succeeding in a Time of Tariffs

New paper explores the challenges—and strategic opportunities—for global brands amid trade turbulence.

June 16, 2025—Beijing, China—WPIC Marketing + Technologies has released its latest position paper, Succeeding in a Time of Tariffs, providing timely insights and guidance for global consumer brands navigating today’s volatile trade environment.

The report provides a clear roadmap for brand leaders responding to an increasingly fragmented global trade landscape.For American brands, duties on exports to China—and on their products and parts sourced from China—pose significant challenges to growth. However, with the right adjustments in market entry structure, pricing, and platform strategy, many can still maintain or rebuild presence in China, or pivot to other APAC markets. For non-American brands, the tariffs open up a major opportunity to win market share across high-growth consumer categories like beauty, wellness, fashion, and baby products—as long as they can act with speed and precision.

The report arrives on the heels of the June 11 framework deal between the U.S. and China, which sets new tariff rates—55% on Chinese goods entering the U.S., and 10% on U.S. goods entering China. The report traces the ebbs and flows of the trade war to arrive at this new settlement, while also documenting broader U.S. tariff actions targeting allies including Canada, Australia, and the European Union.

“Despite the noise around tariffs and tensions, the Chinese consumer story remains incredibly compelling,” said Jacob Cooke, CEO of WPIC. “Brands that are willing to rethink their strategies, embrace digital-first channels, and explore new operating models can still succeed—not just in China, but across the wider APAC region. This paper is about giving brands the tools and insights to do exactly that.”

Key sections of the report include:

• A summary of the latest U.S.–China trade policy developments, including escalating tariffs and legal challenges;
• Strategic guidance for American brands to maintain a foothold in China;
• Market opportunity analysis for non-American brands, especially in sectors like beauty, fashion, wellness, and baby products;
• Tactical recommendations on pricing, cross-border e-commerce, inventory strategies, and Asia-Pacific diversification.