In this episode of The Negotiation, we’re joined once again by Jacob Cooke, Co-founder and CEO of WPIC Marketing + Technologies. Jacob walks us through the key insights from WPIC’s latest data report profiling the fastest-growing consumer segments in China’s e-commerce market. Drawing from GMV data across Tmall, JD.com, and Douyin, the report reveals a story of recovery, consumer optimism, and evolving channel strategies.

Jacob kicks off with an overview of China’s current consumption environment, highlighting a return of consumer confidence fueled by government stimulus, higher disposable incomes, and a willingness to spend. He then breaks down performance across platforms, noting the rapid rise of Douyin and Xiaohongshu, and explaining how brands should adapt to a more fragmented, omnichannel landscape.

We then dive into category-specific insights, from the booming beauty and fashion sectors to the rise of experiential consumption, pet care premiumization, and the ongoing expansion of health and wellness products. Jacob also discusses growth in outdoor and active lifestyle categories, with impressive gains in cycling, hiking, and ski gear.

Stay tuned for an insight-packed discussion that challenges the doom-and-gloom narrative and positions China as a dynamic and essential market for global brands.