Xiaohongshu, often dubbed “China’s Instagram-meets-Pinterest,” is making another attempt at going global. Launching in June, its new platform Redshop will debut with an exclusive group of 50 merchants focusing on handcrafted cultural goods. The target markets include the U.S., UK, and Australia.

This shift comes after a year of international challenges. In early 2025, Xiaohongshu briefly went viral in the U.S., capitalizing on backlash from TikTok’s legal battles. For one week, its app Rednot soared to the top of U.S. charts, chalking up 3.84 million downloads. Yet the spotlight didn’t last, and Xiaohongshu’s cross-border e-commerce plan has taken a year to materialize.

Why bet on cultural exports now? The answer lies in differentiation. Redshop avoids competing head-on with Temu or SHEIN, whose price-volume strategies dominate global markets, instead spotlighting unique cultural products. But with previous international forays falling short, Redshop’s restrained launch poses a lingering question: is this cautious approach too little, too late?

What is Redshop

According to industry insiders, Xiaohongshu is going all in on its new cross-border e-commerce venture, Redshop. In February, the company set up a separate international team, led by a seasoned e-commerce veteran known internally as “Silver Time.” Responsible for spearheading key domestic efforts like livestreaming and operations between 2023 and 2025, his leadership signals that Redshop is more than an experiment.

Redshop mirrors a framework Xiaohongshu tested in March 2025 during a small-scale pilot, where merchants shipped goods to designated warehouses, leaving customs, international logistics, and final delivery to the platform. However, past trial participants reported significant issues, including rushed timelines, unclear policies, and underdeveloped logistic support, which initially seemed like a reactionary move to absorb TikTok’s displaced traffic.

As of April 15, the official Redshop account has been recruiting key personnel such as product managers, category specialists, and even full-stack AI engineers.

Strategically, Xiaohongshu aims to sidestep head-on competition with global leaders like SHEIN and Temu by avoiding scale-driven strategies and focusing on carving out its own niche.

Xiaohongshu’s Long and Painful Road to Globalization

Why is Xiaohongshu being so cautious with Redshop? The answer lies in a graveyard of six failed international apps launched between 2021 and 2023, spanning Japan, Southeast Asia, and the United States.

Japan

Xiaohongshu’s international debut came in February 2021 with Uniik, a fashion community app for the Japanese market. Despite minimal marketing spend, Uniik hit 200,000 downloads in its first year—a promising start that led Xiaohongshu to throw a high-profile anniversary event attended by directors, celebrities, and fashion industry figures. But the momentum didn’t last. Growth flatlined by late 2022, and the app’s last update rolled out on October 17 of that year.

Xiaohongshu didn’t stop there. In October 2022, it launched Takib, a camping app built around Japan’s thriving outdoor culture. In March 2023, it followed up with habU, a beauty-focused platform. Both targeted categories where Xiaohongshu had deep expertise domestically. Both flopped. Downloads never moved beyond the double- or triple-digit range.

Southeast Asia

In April 2022, Xiaohongshu rolled out Spark across Southeast Asian markets including Singapore, Thailand, and Indonesia. Spark was the closest thing to a direct transplant of the domestic Xiaohongshu experience—the team copied the content framework wholesale, organizing feeds around fashion, beauty, travel, and urban living, and tried to build engagement through creator programs.

By December 2022, facing stagnant growth, Xiaohongshu repositioned Spark from a “product-sharing” platform to an “overseas shopping guide,” hoping to attract a smaller but higher-spending user base that could catalyze broader adoption. The strategy didn’t work. Growth continued to decelerate, and Spark was shut down in February 2023.

The U.S.

Xiaohongshu’s American ventures were even more fleeting. In late 2022, it launched Catalog, a home and lifestyle community app, in the U.S. market. The app went live in December and was dead by February—a lifespan of just two months. Xiaohongshu described the experiment as a “trial run,” promising a better successor would follow.

That successor, S’More, launched in mid-2023. Targeting New York City’s urban lifestyle scene—bars, performances, outdoor markets, City Walk routes—it aimed to help users discover and share local experiences. The concept sounded promising. The execution didn’t deliver. S’More never gained traction.

Then came January 2025, and an event no one at Xiaohongshu had planned for. When the U.S. Supreme Court upheld TikTok restrictions, a wave of American users—so-called “TikTok refugees”—flooded into Xiaohongshu’s main app. RedNote, its international version, surged to the top of the U.S. App Store, recording 3.84 million overseas downloads in a single week.

The spike didn’t sustain itself, but it left behind a residual user base that proved stickier than expected. By March 2025, RedNote’s U.S. daily active users had settled at around 800,000—a 114% jump over the prior December—while global overseas daily actives reached roughly 6.1 million.

That accidental momentum reshaped Xiaohongshu’s international playbook. In February 2026, the company spun out its global operations into a standalone division called “Rednote,” formally separating international from domestic for the first time.

With Redshop, Xiaohongshu is betting that a focused, niche-driven approach—handcrafted cultural goods, curated merchant selection, limited initial scale—can succeed where its earlier copy-paste strategies could not. The question is whether the lessons learned from six failures are finally enough.

On March 25, the e-commerce giant reported a 10% jump in annual revenue to 431.8 billion yuan, while net profit slid 12% to 99.4 billion yuan. Management chalked up the profit squeeze to heavy, ongoing investments in its supply chain and platform ecosystem.

But the real headline was what PDD launched the exact same day: “New Pinmu.”

Backed by an initial 15 billion yuan cash injection and a massive 100 billion yuan war chest over the next three years, this Shanghai-based venture aims to merge data from PDD and its global offshoot, Temu. The goal? To incubate global brands across various categories. PDD’s official stance is clear: they want to turn “Made in China” into “Chinese Brands.”

This marks a massive pivot. PDD is suddenly trying to do something it has never been known for: building actual brands. Why the sudden shift, and how exactly will they pull it off?

Why New Pinnmu?

Why is Pinduoduo suddenly betting on the farm on brand building? The answer lies in the mounting structural flaws of Temu’s global expansion.

Temu hacked its way to early hypergrowth by exploiting the U.S. de minimis rule, allowing it to flood America with tax-free, factory-direct parcels. But with that policy under intense scrutiny, Temu’s U.S. monthly active users (MAUs) plummeted to just 11% of its global base by Q2 2025.

To keep the growth engine humming, Temu aggressively expanded into the EU (now 34% of MAUs) and Latin America (26%). But they’ve hit a regulatory buzzsaw. In July 2025, the EU Commission hit Temu with a Digital Services Act probe over illegal goods, followed by a German pricing investigation in October. Meanwhile, in Latin America, Temu’s MAUs skyrocketed 143% to 105 million in H1 2025, triggering a massive backlash from local incumbents. Mercado Libre is demanding stricter regulations, and countries like Mexico have already hiked tariffs on Chinese parcels to 33.5%.

Yet, the biggest threat isn’t regulators—it’s unit economics. Temu’s entire empire is built on “white-label” (unbranded) goods. This model requires massive volume and ruthless supply chain efficiency, but it leaves platforms with zero pricing power. You can’t raise the price of a generic widget. As tariffs and logistics costs inevitably rise, the razor-thin margins of white-label dropshipping are being wiped out. Temu’s original path forward is shrinking, forcing PDD to find a new playbook.

How ‘New Pinmu Will Operate

How exactly does a company famous for selling dirt-cheap, unbranded goods suddenly pivot to building premium global brands? The answer lies in a stealthy supply chain mapping project PDD launched last year.

In April 2025, PDD committed 100 billion RMB to a “merchant support” program. On paper, it was about helping local SMEs cut costs. In reality, it was a massive scouting combine. PDD embedded itself in China’s specialized manufacturing hubs—kitchenware in Yongkang, running shoes in Xin’an—to figure out exactly which factories had the actual R&D and quality control to build real brands.

“New Pinmu” is the culmination of this scouting. It marries the factory-floor intelligence of PDD with the massive overseas user data Temu has hoovered up over the last three years.

If you want to know what New Pinmu will look like, don’t think of Amazon. Think of Costco. While Amazon buys wholesale and NetEase Yanxuan does co-branding, New Pinmu is going all-in on the private-label playbook. PDD’s influential backer, Duan Yongping, recently confirmed that New Pinmu is modeled directly after Costco.

Operating independently, New Pinmu will dictate product design and specs to top-tier factories, bypassing middlemen to keep prices low. They are reportedly capping their initial inventory at around 4,000 SKUs—a deliberate, highly curated approach designed to build consumer trust. By hardwiring Temu’s global logistics network into China’s best factories, PDD isn’t just trying to survive the end of the white-label boom; it wants to own the next era of global e-commerce.

The most cutthroat rivalry in Chinese tech this year isn’t happening in Beijing—it’s in Shenzhen, between drone king DJI and camera upstart Insta360.

DJI just took Insta360 to court over six patents, its first domestic lawsuit of this kind. The crux of DJI’s argument touches a raw nerve in the tech industry: talent poaching. DJI claims that patents filed by its former employees shortly after jumping ship to Insta360 rightfully belong to DJI. Insta360 is battle-tested, having previously outmaneuvered GoPro in both the courtroom and the market. But taking on a heavyweight like DJI means the stakes are higher than ever.

The hidden names

The crux of DJI’s lawsuit against Insta360 is not just intellectual property but identity.

Insta360 filed two key patents with inventors listed as anonymous, according to DJI’s claims. Yet the mandatory disclosures in international filings revealed the true contributors—former DJI engineers central to its flagship drone projects. DJI argues this overlap confirms a misuse of proprietary expertise.

This kind of talent migration is nothing new in Chinese tech, where departing engineers often find themselves at the center of IP disputes. What’s unusual here is DJI’s choice of formal litigation over a discreet resolution, signaling that the drone leader is stepping up to protect its competitive edge.

Insta360’s founder Liu Jingkang quickly countered the accusations. Reassuringly, he stated that internal audits confirmed the contested patents were the product of Insta360’s team alone. He cited the flight-control patent, based on a unique “skyscraper flyby” maneuver, as a novel idea developed in-house—albeit one that never entered production.

On the issue of anonymous inventors, Liu defended it as standard practice to protect engineers from aggressive recruiting. He dismissed the lawsuit as an inevitable reaction from an industry giant feeling the heat of genuine competition, adding: “This is how incumbents behave when challenged.” Liu further undercut the claims by revealing that many of the disputed patents were years old and never commercialized due to changes in product strategy.

Full-Spectrum Warfare

To fully understand DJI’s lawsuit against Insta360, it’s crucial to recognize how these two companies are reshaping the market—and each other.

DJI, founded in 2006, is the global king of drones, pulling in 40 billion yuan ($5.5 billion) in annual revenue and operating in over 100 countries. The company’s strength lies in its mastery of flight-control systems, stabilized gimbals, and video-transmission technology. By contrast, Insta360—founded by Liu Jingkang in 2015—focused on panoramic imaging, creating a niche that didn’t exist and dominating it. Its debut on Shanghai’s STAR Market in June 2025 was explosive, with its stock soaring 285% in a day, giving Insta360 a valuation north of 70 billion yuan.

Yet, behind this IPO milestone, a simmering rivalry had been building since 2021. Both companies aggressively poached talent from each other—Insta360 lured engineers with drone expertise, while DJI sought specialists in imaging and AI. This tit-for-tat hiring war inflated salaries and blurred technical lines as shared knowledge sunk roots into rival territories.

By 2022, the convergence of technologies—driven by standardized chips and sensors—brought Insta360 into drones while DJI moved into panoramic cameras. Tensions escalated in July 2025 when DJI unveiled the Osmo 360, its first panoramic camera, priced 800 yuan below Insta360’s comparable model. DJI founder Frank Wang reportedly spearheaded the effort, pushing for a “dimensional strike” on features to outclass its rival. Just days later, Insta360 hit back, announcing “Antigravity,” a new drone line developed through a third-party partnership to expedite its entry into the market.

This intense standoff, dubbed by insiders as a “mutual invasion of heartlands,” blurred traditional industry boundaries. DJI, the drone titan, faced off against Insta360, a leader in panoramic cameras. From price wars to thorny marketing battles, the escalation came fast.

In October 2025, DJI slashed prices across its product lines, with discounts on drones, gimbal cameras, and action cameras exceeding 1,000 yuan on some models. Ostensibly part of Singles’ Day promotions, Liu Jingkang countered on social media, suggesting the cuts were a direct reaction to Insta360. He even offered a 100-yuan voucher to customers who had recently purchased DJI products—an audacious swipe at the competition. Despite such tactics, Insta360 reported 90% revenue growth in Q3 2025, propelled by its unique mix of hardware and software innovation.

The clash extended into supply chains. According to Nanfang Dushibao, as Insta360 expanded its drone operations, 33 key suppliers—spanning optical lenses, structural components, and chip modules—faced pressure to block shipments to Insta360. Some suppliers signed exclusivity deals with DJI, while others received verbal instructions to sever ties. Insta360 scrambled to reconstruct its supply network, highlighting the lengths DJI would go to keep an edge.

Not even retail was spared. In November 2025, an Insta360 dealer in Changsha refurbished a store, investing over a million yuan, only to be told to remove the branding. The mall operator had agreed to a clause in a DJI dealer’s lease barring competitors—specifically Insta360—from opening stores. Public backlash soon followed, prompting regulators to void the restrictions. Nevertheless, the skirmish showed how DJI’s influence extended beyond products, reaching even brick-and-mortar storefronts.

This escalating competition, once confined to products, now spans price, supply chains, and sales channels, forcing both companies to weaponize every tool at their disposal.

In Lagos, Pampers and Huggies may occupy prime shelf space, but it's Softcare, a Chinese brand, that’s quietly winning over African parents. Leveraging local manufacturing and razor-sharp pricing, Softcare has become a rising star in the region’s baby care market.

Softcare is part of China’s Softcare Limited, founded by Shen Yanchang. Unlike traditional Chinese exporters, the company fully committed to Africa, building factories and tailoring products to local needs. This shift from trading to manufacturing gave Softcare a decisive edge.

On November 10, Softcare Limited made its debut on the Hong Kong Stock Exchange, showcasing its success story. By combining Chinese manufacturing expertise with on-the-ground adaptability, the company is proving how localized strategies can secure global leadership in emerging markets.

An Unexpected African Opportunity

Shen Yanchang’s African journey began in the 1990s, a time when Chinese trade was rapidly globalizing. Then an employee at an economic development center in Heilongjiang, Shen made a life-changing decision: he left his secure job and moved south to Nigeria, taking a purchasing manager role at a Hong Kong-owned steel company. It was his first step onto the African continent.

Two years later, malaria forced Shen to return to China. But his connection to Africa remained. A former Nigerian supplier, trusting Shen’s reliability, asked him to procure $200,000 worth of goods. Seizing the opportunity, Shen began sourcing daily essentials—electrical parts, kerosene stoves, and more—for African clients. This venture led to the founding of Aokeye Trading Co. in 2000, the precursor to what would become Sunda Group.

A pivotal moment came in 2003 when Shen’s wife, Yang Yanjuan, completed her engineering doctorate and secured a lecturer position at South China University of Technology. The couple settled in Guangzhou, and in 2004, Sunda Group was officially established.

At first, Sunda operated as a typical trading company. But as competition heated up following China’s WTO entry, Shen realized a fundamental shift was needed. He made a bold move to build factories in Africa, transforming Sunda from a trader into a manufacturer.

From Tiles to Diapers

Sunda’s first big success in Africa came through an unexpected avenue: ceramic tiles. At the time, Africa’s rapid urbanization had created a booming demand for building materials. The market, however, was controlled by Indian tile imports. Seeing a chance to disrupt the status quo, Shen Yanchang partnered with China’s Keda Manufacturing to launch Kenya’s first tile factory under the “Twyford” brand.

Displacing entrenched competitors required more than just a local presence. Sunda developed a unique “direct-to-township” strategy, bypassing primary distributors and working directly with small-scale Tier-2 dealers in rural areas. This unconventional approach allowed Twyford to quickly dominate the market, transforming it into Africa’s largest domestic tile brand. More importantly, the endeavor helped Sunda establish a far-reaching sales network that would soon become its most valuable asset.

That network provided the stepping stone for Sunda’s next venture: hygiene products. Africa’s population growth, the fastest in the world, presented a massive untapped market, particularly for disposable diapers. With a fertility rate of 4.4 children per woman, demand for baby and female hygiene products was rising. Yet, high import prices made these items unaffordable for many families. Shen realized that by manufacturing locally, he could reduce diaper costs from 11 cents per unit to under 8 cents. With penetration at just 22.7% in 2003, the market potential was enormous.

In 2009, Sunda launched the Softcare brand, spinning off its hygiene business. Following its success in tiles, the company applied the same localized production strategy, building factories across Africa to bring its manufacturing closer to consumers. This move not only cut costs but also positioned Softcare as a leader in the rapidly growing baby care market.

Source: Softcare Prospectus. Date:2025

The Business Model’s Triple Moat

Softcare’s success was not an accident; it was a victory built on its distinct business model.

First, the model’s foundation is a cost advantage from in-place manufacturing. By establishing factories locally, the company slashes transport and tariff expenses—a critical edge on a continent with high import costs. Today, Softcare operates 44 modern production lines across eight countries, including Kenya and Nigeria, making it the most widely deployed local hygiene manufacturer in Africa.

Second, Softcare’s edge is driven by its China-backed supply chain. China’s non-woven fabric costs significantly less than U.S. alternatives. Crucially, China also controls 60% of the global capacity for SAP, the core absorbent material. This allows Softcare to sell its diapers for just 8.87 cents each—30% cheaper than international brands while maintaining similar quality.

Finally, the backbone of this model is the long-established local sales network inherited from Sunda Group. This network spans 12 countries, with 18 branches and direct partnerships with over 2,500 wholesalers. The value of this network is particularly high in Africa, where weak logistics confine global brands to major cities. Softcare leverages its network to penetrate rural towns, reaching price-sensitive consumers. This structure also creates a tight feedback loop for product iteration, giving Softcare a clear supply chain advantage.

But a superior distribution model is only half the battle. Ultimately, what drives repeat purchases is the product itself. Softcare did not simply replicate its China strategy; it invested in extensive research to tailor its products to local habits. To combat the hot, humid climate, it re-engineered its diapers for better breathability. For Muslim consumers, it developed discreet packaging. In rural markets, it introduced small, low-unit-price packs. This rapid adjustment to local psychology allowed Softcare to become synonymous with baby care in Africa.

Source: Softcare Prospectus. Date:2025

Softcare’s financial data confirms this success. For the first nine months of 2024, the company posted $334 million in revenue. In 2023, diaper sales volumes grew 24% to 3.713 billion units. Such growth is particularly noteworthy in Africa’s high-cost, competitive market.

This success is also amplified by a concurrent shift in the market. Economic development and a rising middle class are transforming Africa’s consumer mindset from “usable” to “better quality.” Diapers, once a luxury, are becoming a daily necessity. Softcare is ideally positioned to capture this trend.

Now, the company plans to expand into Latin America and the Middle East, markets that mirror Africa’s high-growth, high-potential demographics. For Softcare, this signifies more than just geographic expansion; it is a critical inflection point in its global strategy.

Amazon recently has notified its China-based sellers that it will begin reporting their financial and operational data to China’s tax authorities by October 31. While not unexpected, the move has sent shockwaves through the cross-border e-commerce community.

This announcement aligns with a broader push by Chinese regulators to close tax loopholes. In June, China’s State Council issued new tax reporting rules for internet platforms, followed by the State Administration of Taxation’s guidance on compliance requirements. Major platforms such as Walmart and Shopify have already implemented similar measures, with others like AliExpress and SHEIN releasing notices to sellers earlier this year.

China accounts for the largest share of Amazon’s seller base. The new rules are expected to reshape the industry. This move could fundamentally alter the business models of many small and medium-sized sellers, potentially creating opportunities for more compliant, larger players to thrive.

From Shadows to Spotlight

China’s sweeping tax reforms announced in June have spotlighted Amazon’s Chinese sellers, forcing a dramatic shift in the cross-border e-commerce industry. The “Notice on Matters Related to Tax Information Reporting by Internet Platform Enterprises” (2025 Announcement No. 15), along with the “Regulations on the Reporting of Tax-Related Information by Internet Platform Enterprises” (State Council Order No. 810), forms a new regulatory framework aimed at closing tax loopholes.

The policy requires platforms providing online services to Chinese businesses—including e-commerce, live-streaming, logistics, and more—to report detailed data of their clients. Platforms failing to comply face a hefty 25% corporate income tax.

For years, platforms like Amazon operated in a siloed system where sales and profit data were not shared with Chinese authorities. China-based sellers exploited this opacity through methods such as:

• Keeping Revenue Offshore: Holding income in accounts like Payoneer to avoid repatriation.

• Funneling Income Through Personal Accounts: Registering under personal identities to bypass corporate tax obligations.

• Artificially Inflating Costs: Manipulating expenses to reduce taxable profits.

China, home to over 50% of Amazon sellers, is now seeing these practices come under scrutiny. This policy eliminates years of loopholes and opacity, bringing an underground economy into full transparency. Sellers must now adapt to stricter compliance requirements or face significant consequences.

How the Policy Will Impact Sellers

The policy will impact sellers through a direct chain reaction: data transparency will lead to tax audits, which will cause costs to rise.

Here is how the effects will be felt:

1. Financial Data Becomes Transparent:

   1. Amazon will be required to regularly report seller information, including company details (name, social credit code, legal representative) and business data (sales figures, payment accounts), to Chinese tax authorities.

   2. China’s tax bureaus will use powerful data systems like the “Golden Tax System Phase IV” to compare the platform data with sellers’ domestic tax filings and bank statements, including both business and personal accounts.

2. Tax Audits and Penalties to Follow:

   1. If a discrepancy is found (for example, Amazon reports ¥50 million in sales for a company that only declared ¥5 million), it will trigger a tax alert and an official audit.

   2. Authorities can then demand sellers account for past revenue and may enforce payment of back taxes (corporate income tax, VAT), late fees, and fines from previous years. This could be a crippling blow to e-commerce companies with limited cash reserves.

Operating Costs Set to Increase:

1. Direct Tax Costs: Sellers must now pay the standard 25% corporate income tax (though some small businesses may qualify for lower rates) and VAT. This will erase the profit buffer many relied on. The effect is especially severe for sellers using a high-volume, low-margin strategy.

2. Indirect Compliance Costs: Sellers will face new expenses to ensure they are compliant. This includes hiring professional accountants, setting up formal bookkeeping systems, and making sure all business activities, like purchasing inventory, are backed by official, tax-compliant invoices.

Who will survive

The impact of Amazon’s new tax compliance policy on Chinese sellers varies significantly depending on their business model and level of compliance. Sellers who have operated deeply in “gray areas” are the hardest hit.

At the bottom of the compliance ladder are “workshop-style” sellers. These small-scale operators avoid formalities, sourcing goods without official VAT invoices and handling payments through personal bank accounts. Their businesses are entirely undocumented. The new policy leaves them exposed: they cannot offset costs or prove compliance, leaving them vulnerable to high taxes and penalties. For them, this is an existential crisis.

Next are the mass-listing sellers. They built their businesses on volume, opening multiple stores using shell companies to flood Amazon with products. Their profit margins are razor-thin, sustained only by lax tax compliance. But with corporate taxes now unavoidable, this model is no longer viable. What was once a numbers game is now an expensive liability.

Even small and medium-sized sellers with registered companies are not safe. Many have engaged in irregular accounting practices, such as dual ledgers and unreported income. They now face historical audits, forcing them to reconcile their books and pay back taxes. This compliance adjustment will compress their margins and strain their cash flow, leaving them in a difficult position.

However, not all sellers are suffering. Brand owners and large enterprises with compliant operations are thriving. For years, they competed against sellers who avoided taxes to offer lower prices. Now, the playing field is leveling. These compliant businesses are well-positioned to dominate a more regulated marketplace.

This policy is a turning point for China’s cross-border e-commerce industry. It will eliminate non-compliant sellers and push the sector toward professionalism, branding, and compliance. While the transition will be painful, the long-term outcome will be a healthier and more sustainable market.

Steven Yang’s story is one of calculated risks and bold innovation. A graduate of Peking University and a former Google engineer, Yang left Silicon Valley in 2011 to start Anker Innovation, a company that has since become a global leader in consumer electronics. What began as a modest operation selling laptop batteries has grown into a multi-billion-dollar enterprise known for its charging solutions and smart home devices.

This piece is based on a recent public interview with Yang, translated from Chinese, where he discusses his journey, the challenges Anker has faced, and the strategies that have driven its success. In 2024, Anker reported ¥24.7 billion ($3.4 billion) in revenue, with over 95% of sales coming from international markets.

However, the path to success has been far from smooth. In 2025, Anker faced one of its toughest years yet, with a large-scale U.S. product recall and a congressional tax investigation that disrupted operations. These setbacks followed earlier struggles in 2022, when nearly 20 of the company’s 27 product lines underperformed, casting doubt on the viability of its “Shallow Waters Strategy.”

Yang doesn’t shy away from discussing these failures, offering invaluable lessons for understanding the complexities behind Anker’s success.

This article has been translated by Brands Factory because it provides a rare glimpse into the inner workings of a fast-growing company. Yang’s eflections not only shed light on Anker’s rapid rise but also offer broader lessons on leadership, resilience, and the ability to adapt in highly competitive markets.

The Origins of the “Shallow Waters Strategy”

Interviewer: Anker’s “Shallow Waters Strategy” is widely discussed. Where did the concept come from?

Steven Yang: It started with a personal crisis in 2017. At the time, power banks were our core product, accounting for nearly half of our revenue. But I was terrified this category wouldn’t last. Fast-charging technology and larger phone batteries were advancing rapidly, and I feared the market could disappear altogether.

While working on my MBA thesis, I realized that consumer electronics categories are incredibly short-lived. Think about how MP3 players and cassette tapes were wiped out by smartphones. I needed to figure out how Anker could avoid that fate and build a business that would endure for decades.

Interviewer: How did that fear evolve into the “Shallow Waters Strategy”?

Yang: Through extensive research, we categorized markets into two types:

• Deep seas: Massive categories like computers or cars, worth hundreds of billions of dollars.

• Shallow waters: Smaller, niche markets like drones or home security, worth tens of billions.

From this framework, we identified three types of companies:

1. Blue whales like Apple, which dominate deep-sea markets.

2. Great white sharks like Dyson, which focus on a few shallow-water categories.

3. Orca pods like Procter & Gamble or Texas Instruments, which thrive by integrating multiple smaller categories.

Here’s the harsh truth: few great white sharks make it to the Fortune 500. To succeed long-term, Anker had to become an orca pod by building a strong portfolio from multiple shallow-water markets.

Interviewer: How did you start implementing this strategy?

Yang: By 2020, we streamlined our operations into five business units and expanded to 27 product lines by 2022. The goal was to strike a balance between focus and scale.

2022: A Year of Reckoning

Interviewer: As Anker rolled out its “Shallow Waters Strategy” over the past five years, were there any major turning points?

Yang: 2022 was a defining year for us—a real test of resilience. Back in 2021, a journalist asked me, “What’s the biggest challenge you’ve faced?” I confidently replied that things had gone smoothly so far. I spoke too soon. By 2022, we were facing challenges across nearly 20 of our 27 product lines.

Interviewer: What caused such widespread challenges?

Yang: Many product line leaders were overly optimistic in their forecasts, and we invested heavily based on those projections. But when the results came in, it became clear that most of these lines were losing to competitors.

Interviewer: Were there no warning signs earlier?

Yang: I wasn’t paying close enough attention. I’m naturally introverted, so I didn’t engage in frequent, in-depth discussions with the teams. It wasn’t until I took over the robot vacuum business after the division head resigned that I saw the full extent of the problems.

Interviewer: What did you find?

Yang: There was a massive disconnect between what our systems showed and what was actually happening. Many key leadership positions were filled by people who lacked the necessary skills, leading to inefficiencies and low morale.

For example, in our 3D printing line, we launched a product at the same time as Bambu Lab. Our crowdfunding results were comparable, but once the products hit the market, ours suffered from quality issues, resulting in poor reviews and high return rates. Meanwhile, Bambu Lab surged ahead.

The issue was leadership. The division head was brilliant at innovation but struggled with execution and quality control. He could take a product from 0 to 0.1 but lacked the skills to scale it further.

Interviewer: So, it was a case of talent mismanagement?

Yang: Exactly. Effective delegation depends on understanding both the people and the projects they lead. I didn’t have that level of insight at the time, and it led to poor outcomes.

Interviewer: How did you address the failure in 3D printing?

Yang: We didn’t dismantle the team. Instead, we replaced the leadership and gave the team a new focus. They pivoted to UV printing, a new market, and after two years of development, they broke a global crowdfunding record earlier this year.

Interviewer: Critics argue that the “Shallow Waters Strategy” encourages short-term thinking. What’s your response?

Yang: That’s a misunderstanding. Take the 3D printing team—they worked for nearly five years and burned through ¥500–600 million before their product was ready.

Our home energy storage business is another example. We expanded the team in 2022, even though competitors like EcoFlow were 10–15 times larger. We lost ¥6–7 billion over three years, but by 2025, the business became profitable and caught up with EcoFlow.

We’re not afraid to invest for the long term.

Burning money, innovation and Chinese market

Interviewer: Anker is known for investing heavily in new product lines, often losing billions initially. How do you decide when to stop?

Yang: It depends on the company’s overall financial health. Over the past few years, our net profit margin has been around 7–8%. As long as it doesn’t drop below 5%, I’m comfortable with losses on certain strategic product lines.

For a company like Anker, which generates tens of billions in profit annually, losing ¥2–3 billion per year across a few new product lines is sustainable. Once those product lines turn profitable, they free up resources to invest in the next wave of innovation.

Interviewer: From a strategic perspective, which product categories are you focusing on?

Yang: My current focus is on embodied intelligence.

Most companies in this space are founded by technical experts, but we have a unique advantage: clarity around use cases and customer needs. For example, in the U.S. and Europe, we serve 15 million households, including 3–5 million high-end homes. These homes may have 10 or more of our cameras installed, but there’s still a question: what happens when a bear or intruder enters the property?

This is why we’re confident about developing a home monitoring robotic dog. It will deeply integrate with our existing security systems, addressing these specific challenges.

Interviewer: How does Anker view the Chinese market?

Yang: The U.S. and Europe remain our top priorities. For China, we aim to focus on extreme innovation.

China is fiercely competitive. In mature categories like robot vacuums, unless we can deliver a product that’s 3–5 times better than existing options, we won’t enter because the returns wouldn’t justify the effort.

Instead, we’ve identified UV printers as a promising entry point. With no comparable competitors in this category, we’re confident in establishing ourselves as the first mover and driving growth in this space.

• Temu Sees 25% U.S. Sales Drop

• Shein Seeks Rare Confidential IPO in Hong Kong

• Alibaba Profit Soars 77% in FY 2025

• Temu Deepens U.S. Roots with Oracle Cloud Deal

• Alibaba.com Expands B2B Reach with Spanish Alliance

• TikTok Shop Mexico to Open Self-Run Model to Chinese Sellers

• Temu Climbs to No. 2 in Colombia Online Market

• Pop Mart Spark Global Livestream Craze on AliExpress

• Unitree Robotics Hits $140M Revenue Milestone

• Roborock Targets HK IPO

• Standard Robotics Files for HK Listing

• Xiaomi Opens First Store in South Korea

Temu Sees 25% U.S. Sales Drop

Temu's US sales are plunging, with weekly revenue down more than 25% between May and June as the online marketplace slashes ad spending in the U.S., Bloomberg Second Measure data shows. The steep decline follows President Donald Trump's aggressive tariff campaign, prompting Temu to scale back its U.S. push just as rivals like Shein, Walmart, and Amazon rebound, regaining year-over-year growth since the trade truce in mid-May. The move signals a strategic retreat amid mounting trade tensions and shifting market priorities. (Bloomberg)

Shein Seeks Rare Confidential IPO in Hong Kong

Shein is quietly preparing to file confidentially for a Hong Kong IPO as early as this week, marking a rare break from the city's typically transparent listing norms. The move, Shein's third IPO attempt after setbacks in the U.S. and U.K., would require a waiver from the Hong Kong exchange and keep key financials under wraps during regulatory review. If approved, the IPO could become one of the city's biggest this year. Unlike U.S. markets, Hong Kong rarely permits such secrecy, especially for first-time listings, though exceptions have been made for spinoffs and secondary floats. (Reuters)

Alibaba Profit Soars 77% in FY 2025

Alibaba Group reported a strong rebound in its fiscal 2025 earnings on June 26, posting revenue of RMB 996.3 billion (nearly $140 billion) and a 77% jump in net profit to RMB 125.98 billion (nearly $18 billion). Driving much of the momentum was its international e-commerce arm, which raked in RMB 132.3 billion (about $18.5 billion) in revenue—a 29% increase—fueled by robust growth across AliExpress, Trendyol, and Lazada. Localization and operational streamlining paid off, with AliExpress now reaching over 200 global markets. Lazada also made strides, putting Alibaba's overseas division on track for its first quarterly profit in the upcoming fiscal year. (STCN)

Temu Deepens U.S. Roots with Oracle Cloud Deal

Temu has inked a major cloud deal with Oracle as part of its aggressive push to localize operations in the U.S., joining its existing partners Google and Microsoft. Oracle Chairman Larry Ellison called it a "gigantic contract," signaling Temu's rapid growth and shift of core infrastructure stateside. The company is also recruiting U.S. merchants to sell on its platform, underscoring its strategy to root deeper into the American market amid geopolitical scrutiny. (Bloomberg)

Alibaba.com Expands B2B Reach with Spanish Alliance

Alibaba.com has struck a strategic partnership with Atradius Collections to expand its B2B e-commerce reach, offering Spanish and global exporters—especially SMEs—free access to its global marketplace and personalized onboarding support. The move, aimed at lowering entry barriers and accelerating cross-border trade, positions Alibaba.com as a key enabler for European firms eyeing international growth. By integrating credit management and seller verification tools, Alibaba.com is deepening its presence in Europe while reinforcing its push to become the go-to platform for global B2B commerce. (Cross-Border Magazine)

TikTok Shop Mexico to Open Self-Run Model to Chinese Sellers

TikTok Shop is gaining serious traction in Mexico, just months after its February debut. Initially limited to local sellers, the platform has seen some merchants hit thousands of daily orders, while the number of daily active buyers more than tripled from March to May. Its recent Hot Sale event pushed GMV to record highs, underscoring the rising spending power of Mexican consumers. Now, with plans to open its self-operated POP model to Chinese cross-border sellers, TikTok aims to replicate its U.S. success in one of Latin America's fastest-growing digital economies. (TikTok Shop)

Temu Climbs to No. 2 in Colombia Online Market

In less than a year since launching in Colombia, Temu has rocketed to the No. 2 spot in national e-commerce traffic, racking up 24.8 million visits and trailing only Mercado Libre, as online sales in the country hit $27.3 billion in Q1—up 16% from last year. Temu's rapid rise reflects Colombia's post-pandemic digital shopping boom and underscores the growing influence of Chinese platforms, which benefit from VAT exemptions by shipping through the U.S. under free trade rules—a competitive edge now drawing scrutiny from local industry leaders. (La República)

Pop Mart Spark Global Livestream Craze on AliExpress

Pop Mart's first international livestream on AliExpress drew 240,000 viewers from markets like the UK, Canada, and Australia, and sold out over 10 top items—including the viral Labubu—within seconds. Hosted by influencer Teala Dunn, the event marked a milestone in Alibaba's push to globalize its e-commerce reach and Pop Mart's rise as a Gen Z cult favorite. With millions of units already sold on Chinese JD.com and Tmall, and international fans lining up at flagship stores in Paris and London, the collaboration underscores how AliExpress is becoming a launchpad for Chinese pop culture exports. (Securities Times & Global Times)

Unitree Robotics Hits $140M Revenue Milestone

At the 2025 Summer Davos Forum in Tianjin, Unitree Robotics founder and CEO Wang Xingxing unveiled a major milestone: the once one-man startup has surged to nearly RMB 1 billion (about $140 million) in annual revenue and grown into a 1,000-strong workforce. Wang emphasized a relentless drive for "one progress per month" as the company braces for stiffening competition in the fast-evolving quadruped robotic market, signaling both ambition and urgency as Unitree aims to solidify its position in global burgeoning robotics sector. (Tech in Asia)

Roborock Targets HK IPO

Roborock, the world's top-selling robot vacuum brand by both GMV and unit sales in 2024, has filed for a listing on the Hong Kong Stock Exchange's Main Board. The smart home robotics powerhouse saw its revenue surge to RMB 11.9 billion (about 1.66 billiob) last year, fueled by global demand that pushed its products into over 20 million households across 170+ countries. With overseas sales growing 51% YoY and a 24.9% CAGR in vacuum units shipped since 2022, Roborock is positioning its IPO as a launchpad for deeper international expansion. (Roborock Prospectus)

Standard Robotics Files for HK Listing

Standard Robotics, the world's fifth-largest provider of industrial mobile robot solutions, has filed to go public on the main board of the Hong Kong Stock Exchange, aiming to capitalize on booming global demand for automation. With a customer base spanning the high-tech 3C, automotive, and semiconductor sectors, the company has commercialized its embodied intelligence robotics across Asia, pushing overseas revenue to 24% of total sales in 2024—up from just 10% two years prior. Its IPO marks a major step in its bid to expand further beyond China and scale its smart manufacturing footprint. (Standard Robots Prospectus)

Xiaomi Opens First Store in South Korea

Xiaomi has opened its first brick-and-mortar store in South Korea, planting its flag in Seoul's Yeouido district just six months after launching online operations—an aggressive bid to challenge Samsung and LG on their home turf. The Chinese tech giant will roll out smartphones, tablets, and small appliances first, with plans to introduce large appliances and local after-sales service next year. Long seen as a budget brand, Xiaomi is now targeting Korea's high-end electronics market, hoping sleek premium offerings will finally win over consumers who've remained loyal to domestic giants. (The Korea Economic Daily)

• Shein Cuts Shipping Costs with New Subsidy Program

• Temu Lands in Türkiye with 1-Day Delivery Goal

• Temu Traffic Soars After Catch's Exit in Australia

• AliExpress to Launch Celeb Shop in Korea

• TikTok Shop and Tokopedia Integrate to Streamline E-Commerce

• Shein Slips Behind Aussie Rivals Despite Traffic Surge

• Alibaba.com Orders Jump 42% Since June

• Jumia Taps China Ties to Counter Temu and Shein

• Smart Robotics Firm Mammotion Enters Pool Market

• China's E-Commerce Exports Surge 17% in 2024

Shein Cuts Shipping Costs with New Subsidy Program

Shein recently rolled out a key feature offering shipping subsidies for non-free-shipping orders under its semi-managed model, cutting logistics costs for overseas sellers. Buyers pay no shipping if their order qualifies for free shipping; otherwise, Shein subsidizes the seller's shipping fees. The company is also doubling down on Europe, where its semi-managed model covers major markets like Germany, France, Italy, Spain, and the UK. Investments include expanding local teams, boosting marketing, partnering with regional supply chains, and opening design centers to tap local talents. (CYZONE)

Temu Lands in Türkiye with 1-Day Delivery Goal

Temu has officially launched in Türkiye, opening a local office and promising one-day delivery through a new logistics hub in Istanbul. The PDD Holdings-owned platform also shifted its billing from Dublin to Türkiye, signaling long-term ambitions despite mounting regulatory pressure. As Ankara tightens rules on low-cost imports—including plans to lower the duty-free threshold—Temu's move tests how far discount e-commerce can push in a more restrictive trade environment. (Daily Sabah)

Temu Traffic Soars After Catch's Exit in Australia

Temu is swiftly filling the void left by Catch's shutdown, with Australian web traffic to the discount giant jumping 22% in May, according to Pattern. As Catch closed on April 30 after years of losses, budget-focused shoppers appear to be flocking to Temu, now Australia's fastest-growing website and the most-downloaded iPhone app of 2024. Analysts say Temu has capitalized on Catch's exit and is now courting local sellers, intensifying competition with Amazon and eBay. Meanwhile, Target, Kogan, and Big W are also benefiting from the reshuffling of online shopping habits. (SmartCompany)

AliExpress to Launch Celeb Shop in Korea

AliExpress is making a bold play for K-fashion fans with the launch of Celeb Shop, a social commerce initiative that recruits Korean influencers to model, style, and promote curated fashion from Seoul's Dongdaemun market. Set to debut next month in beta, the platform blends influencer-driven content with e-commerce, targeting Gen Z and millennial shoppers across Korea, the U.S., Japan, France, and Spain. While influencers provide the star power, AliExpress and its Korean partners will handle fulfillment, betting on viral style to fuel global demand for Korean fashion. (The Korea Times)

TikTok Shop and Tokopedia Integrate to Streamline E-Commerce

Tokopedia and TikTok Shop have officially launched an integrated Seller Center, giving Indonesian sellers a single dashboard to manage both platforms. The integration streamlines inventory sync, reduces errors, and expands sellers' access to TikTok's huge audience alongside Tokopedia's local market. Early users report faster deliveries and sales jumps, with some seeing GMV grow by over 50% shortly within weeks. This partnership combines TikTok's live shopping power with Tokopedia's established ecosystem, reshaping Indonesia's e-commerce landscape. (Tokopedia)

Shein Slips Behind Aussie Rivals Despite Traffic Surge

Shein's Australian traffic rebounded sharply in May, rising over 20% to 6.1 million visits, but the global fast fashion giant was still edged out by local heavyweights The Iconic and David Jones, both surpassing 8.6 million visits, according to Semrush. Myer led the pack with 15.7 million visits. Shein's global traffic hit 244 million in May, up from 210 million in April; its YoY growth in Australia (nearly 70%) far outpaces its global rate of 32%. Analysts point to rising local loyalty, delivery confidence, and shifting brand perception as possible reasons for Shein's slip behind domestic rivals, even it remains a global force under growing regulatory scrutiny. (Ragtrader)

Alibaba.com Orders Jump 42% Since June

Since June, Alibaba.com has seen orders surge 42% YoY, with GMV up nearly 30%. The U.S. market rebounded to 25% growth, fueled by early Christmas stocking, while Europe sustained rapid gains. Typically a slow month for trade, June's "Foreign 618" campaign sparked a mid-year boost. To capitalize on rising U.S. demand, Alibaba.com is extending the "Foreign 618" event through August, with no registration barriers, allowing new sellers to join and capture orders during the post-tariff cut window. (36Kr)

Jumia Taps China Ties to Counter Temu and Shein

Facing rising pressure from Temu and Shein, Africa's Jumia is revamping its strategy to defend market share and rebuild investor trust. CEO Francis Dufay told the Financial Times the company is countering China's low-cost, fast-shipping playbook by partnering directly with Chinese merchants while tailoring offerings for African consumers. Jumia has assembled a 70-person team in Shenzhen to onboard sellers, with goods from China now making up a third of its sales volume. As Asian manufacturers seek new markets amid global tariff shifts, Jumia is positioning itself as the go-to gateway into Africa, even as it works toward break-even by 2027. (Nairametrics)

Smart Robotics Firm Mammotion Enters Pool Market

Mammotion is branching out with its first pool cleaning robot, the SPINO E1, now available for pre-order in Europe, North America, and Australia. Founded in 2016 in Shenzhen, the smart robotics firm is known for its successful LUBA robotic lawn mowers, which raised over $1 million on the first day of crowdfunding. With more than 400 employees and subsidiaries in Germany and North America, Mammotion is expanding its global footprint with this new product line. (Mammotion)

China's E-Commerce Exports Surge 17% in 2024

China's cross-border e-commerce trade surged 14% in 2024 to RMB 2.71 trillion (about $376 billion), outpacing overall goods trade growth by 9 percentage points. Exports rose 16.9% to RMB 2.15 trillion (about $299 billion), accounting for 8.5% of total exports, while imports climbed 4.1% to RMB 555.25 billion (about $77 billion), 3% of the country's total imports. Cross-border e-commerce now represents 6.2% of China's total goods trade. (CCTV)

• TikTok Doubles Down on the UK

• TikTok Shop Loosens Entry Rules Across Southeast Asia

• Temu Resumes Direct Sales from China to the U.S.

• AliExpress Drives Into Car Sales

• Temu and Shein Break Into Austria's Top 10 Online Retailers

• Insta360 Soars on STAR Market Debut

• Xiaomi-Backed Chunmi Files for Market Debut

• Smart Vacuum Maker Roborock Plans HK Listing

• TECNO Enters Spain with MCR Deal

TikTok Doubles Down on the UK

TikTok is doubling down on the UK, now its largest European market with over 30 million monthly users—nearly half the population. The company is set to grow its UK workforce to 3,000 this year, adding 500 jobs and opening a second London office in the Barbican by 2026, bringing total UK infrastructure investment to £140 million. Since its 2018 UK debut, TikTok has made the country its European operational hub. Beyond direct investment, the platform supports over 1.5 million British businesses, contributing £1.6 billion to the economy and supporting 32,000 jobs, with a notable tilt toward young and diverse entrepreneurs. (TikTok)

TikTok Shop Loosens Entry Rules Across Southeast Asia

TikTok Shop has loosened its entry rules across Southeast Asia, dropping e-commerce experience requirements for business sellers. Now, any merchant with a valid business license from mainland China or Hong Kong can join, while individual sellers only need a license plus some operational history to open a store quickly. In Q1 2025, TikTok Shop Thailand's GMV more than tripled year-over-year, with Indonesia and Vietnam also surging over 150%. Globally, the platform hit $10 billion in GMV—a 42% jump—led by Thailand's $2.5–3 billion GMV and a 217% quarterly growth rate, surpassing the U.S. and Indonesia. (CYZONE)

Temu Resumes Direct Sales from China to the U.S.

Temu is restarting direct shipments from China to the U.S. after a recent trade breakthrough between Washington and Beijing, reversing its shift to local fulfillment that had delisted many items. Chinese sellers under Temu's fully-managed model are seeing some products return, though most remain offline. The move follows the end of the U.S. de minimis rule in May, which forced Temu to rethink logistics amid rising costs and a 47% drop in Q1 earnings. With the EU eyeing new fees on low-value imports, Temu now faces mounting global pressure to adjust its cross-border playbook. (South China Morning Post)

AliExpress Drives Into Car Sales

AliExpress shifts into high gear, launching full car sales abroad for the first time with a debut in the Middle East during the 618 shopping festival. Featuring models like BYD Yuan, Xiaomi SU7 and XPeng G9, it leads China's e-commerce marketplaces in full-vehicle exports. Backed by a strong auto parts base and China's 22.7% car export surge in 2024, AliExpress boosts its global push alongside brands like Unitree, Anker, Rokid, Xreal, Roborock, Realme, and Pop Mart. (CYZONE)

Temu and Shein Break Into Austria's Top 10 Online Retailers

Amazon continues to dominate Austria's e-commerce market, racking up €4.3 billion in sales and capturing over 40% of online spending in 2025, according to new data from the Austrian Retail Association and ECDB. Zalando (€607M) and eBay (€513M) round out the top three, with Chinese newcomer Temu surging to 4th place at €341 million. Shein (€217M) also broke into the top ten. Austria's online retail market hit €10.5 billion in 2024, 15.5% of all retail sales, as e-commerce penetration continues to rise—a sign of deepening digital adoption. (Ecommerce News)

Insta360 Soars on STAR Market Debut

Insta360 surged past a RMB 70 billion (about $9.75 billion) valuation within minutes of its June 11 debut on China's STAR Market, marking a major milestone for the smart imaging pioneer. Since its 2015 founding, the company has transformed from a GoPro underdog into a global leader in panoramic and action cameras, with 2023 revenue hitting RMB 3.64 billion (about $506 million) and overseas markets contributing nearly 80%. Backed by six straight years atop the panoramic camera market, Insta360 is now expanding into AI gimbals and conferencing tech, selling through major global channels like Apple Stores, Amazon, and Best Buy. (Insta360)

Xiaomi-Backed Chunmi Files for Market Debut

Chunmi Tech, a Xiaomi ecosystem partner specializing in smart kitchen appliances, filed for a New Third Board listing on June 5. Founded in 2013 and known for launching Mi Home's first IH pressure rice cooker, Chunmi has since rolled out over 20 smart kitchen products and secured ODM deals with top brands like Flyco. Riding Xiaomi's global reach, Chunmi expanded abroad with TOKIT and Joyami, building a cross-border smart kitchen ecosystem. In 2024, revenue rose 7.7% to RMB 1.697 billion (about $236 million), while net profit jumped 70% to RMB 41.5 million (about $5.8 million). (Chunmi)

Smart Vacuum Maker Roborock Plans HK Listing

Roborock, the Beijing-based smart home tech firm best known for its robotic vacuums, announced plans on June 13 to list on the Hong Kong Stock Exchange's main board. Backed by rapid international expansion and strong demand for its cleaning devices, the company saw revenue jump 38% in 2024 to nearly RMB 12 billion (about $1.7 billion), and Q1 2025 sales surged 86% YoY. Still, rising costs trimmed profitability, with net profit down 33% and adjusted profit slipping nearly 30%, highlighting margin challenges as Roborock scales. (Roborock)

TECNO Enters Spain with MCR Deal

Transsion's TECNO is making a bold push into Europe by partnering with Spanish tech distributor MCR to launch its AIoT product lineup across Spain. Backed by MCR's 10,000-strong distribution network, the move marks a major step in TECNO's European expansion, bringing award-winning products like the MEGA MINI Gaming G1, MEGABOOK laptops, and upcoming AI Glasses and Smart Watch to cities including Madrid and Barcelona. With a growing global footprint in over 70 countries and recognition from the likes of TIME and MWC, TECNO aims to reshape digital life for European consumers with cutting-edge, high-performance, and accessible tech. (PR Newswire)

• Trump Poised to Delay TikTok Ban Again

• TikTok Shop Eyes Poland as Next EU Push

• 90% of Temu's Users Now Outside the U.S. in Q2

• Shein Hands Aussie Operations to Singapore Unit

• TikTok Shop Japan Opens Self-Registration for Overseas Sellers

• AliExpress Opens to Polish Sellers in Local Push

• Smart Home Maker SwitchBot Files for Hong Kong IPO

• ASD Robotics Bets on Vietnam With $20M Expansion Plan

• POP MART to Expand Overseas Store Count by 80% in 2025

• US Retailers Demand Chinese Suppliers Cover Up to Two-Thirds of Tariffs

• China's Export Growth Slows in May as U.S. Shipments Slide

Trump Poised to Delay TikTok Ban Again

President Trump is reportedly preparing to extend the TikTok ban deadline for a third time as the White House and China gear up for critical trade negotiations this week. The current deadline—mandating TikTok's Chinese parent company ByteDance to sell its U.S. operations—expires June 19, but sources say Trump is willing to delay enforcement if it serves as leverage in the talks. Meanwhile, a U.S. consortium led by Oracle aims to take majority control of TikTok's U.S. business, though the deal has stalled amid escalating tariffs and trade tensions. (New York Post)

TikTok Shop Eyes Poland as Next EU Push

TikTok plans to expand its e-commerce arm, TikTok Shop, into the Netherlands, Belgium, Sweden, and Poland—poised to make Poland its seventh European market. While the company has wrapped up this year's expansion roadmap, new country launches aren't expected before 2026. Meanwhile, adoption in Germany remains sluggish. Since its March 31 debut, just 2.5% of German consumers have made a purchase via TikTok Shop, despite one-third having heard of it, according to data from media agency OMD. (CYZONE)

90% of Temu's Users Now Outside the U.S. in Q2

Temu's daily U.S. users tumbled 48% in May from March, according to Sensor Tower, as the Chinese e-commerce giant faces fallout from the end of the de minimis tariff exemption. Trump's move has forced Temu to cut U.S. ad spending and overhaul its shipping model, now requiring sellers to handle customs and tariffs. Engagement has slumped, and parent company PDD missed Q1 growth targets amid merchant pressure. While U.S. traction fades, Temu is gaining ground abroad—non-U.S. users now make up 90% of its 405 million global base in Q2, with EU growth surging over 60% in May and France nearly doubling. (Reuters & Consumer Edge)

Shein Hands Aussie Operations to Singapore Unit

Shein has established a new Singapore-based entity, Wonderflow Support, to operate its Australian marketplace as part of an internal restructuring. Effective April 30, Wonderflow became the sole operator of Shein's Australian website and app, taking over responsibility for third-party sellers and transactions, the company said. (The Australian Financial Review)

TikTok Shop Japan Opens Self-Registration for Overseas Sellers

TikTok Shop Japan has opened self-registration for its cross-border POP(self-operated) store, letting overseas sellers with inventory in Japanese warehouses join without an invitation starting June 3. Merchants shipping directly from China still require platform approval. Each store must choose a shipping method—either local fulfillment or cross-border, not both. Currently, the platform accepts corporate applicants registered in mainland China and Hong Kong, excluding sole proprietors. Japanese-registered businesses must apply through a platform contact. (ebrun)

AliExpress Opens to Polish Sellers in Local Push

AliExpress officially opened its platform to Polish merchants on June 4, marking a major push to localize operations in Central Europe. While several well-known Polish companies had already quietly joined over the past year, the full rollout aims to boost local seller participation and drive platform growth. The recruitment focus spans electronics, home appliances, auto parts, toys, pet supplies, and sporting goods. AliExpress is also stepping up efforts to attract local sellers in the U.S. and Germany as part of its broader strategy to expand overseas operations beyond China. (Sina)

Smart Home Maker SwitchBot Files for Hong Kong IPO

Shenzhen-based smart home robotics firm SwitchBot filed for a mainboard IPO on the Hong Kong Stock Exchange on June 8, 2025. Founded in 2015, the company has built an AI-driven product ecosystem spanning seven categories, from home automation and energy management to elderly care and security. SwitchBot products are now sold in over 90 markets and more than 2,000 stores globally, with Japan, Europe, and North America contributing over 95% of revenue from 2022 to 2024. Fueled by direct-to-consumer growth and strong Amazon sales—accounting for 64.2% of 2024 revenue—SwitchBot saw its DTC share rise to nearly 50%, with a 73.3% compound annual growth rate over the past two years. (SwitchBot)

ASD Robotics Bets on Vietnam With $20M Expansion Plan

ASD Robotics announced on June 3 it plans to invest up to RMB 150 million (about $20.8 million) in Vietnam to establish a new overseas hub for cookware, small appliances, and industrial robot R&D and manufacturing. The investment will cover a local subsidiary, leased factory space, and production lines, though the final amount may vary with execution. In 2024, overseas sales jumped nearly 40% YoY to RMB 1.34 billion (about $186 million), accounting for 45.8% of the total. The company said the Vietnam project will strengthen its international supply chain and help buffer against global economic volatility. (ASD Robotics)

POP MART to Expand Overseas Store Count by 80% in 2025

POP MART plans to grow its overseas store count to 230 by the end of 2025, up 80% from last year, as global demand for its hit character LABUBU drives record growth. Fueled by surging demand, revenue soared to RMB 13 billion (about $1.8 billion) in FY2024, more than doubling YoY, while net profit nearly tripled to RMB 3.1 billion (about $431 million). Its market cap has skyrocketed to about HK$250 billion (about $32 billion), surpassing Japan's Sanrio. Sinolink Securities expects POP MART's overseas profit to surpass domestic earnings in 2025. To support global growth, the company began manufacturing in Vietnam in 2024, moving beyond its traditional base in Guangdong. (CYZONE)

US Retailers Demand Chinese Suppliers Cover Up to Two-Thirds of Tariffs

U.S. retail giants including Walmart, Target, Nike, Puma, and Adidas are urging their Chinese and Southeast Asian suppliers to absorb 50% to 66% of the hefty U.S. import tariffs amid growing political pressure for companies to cover costs domestically. Negotiations remain unresolved as many suppliers resist due to financial burdens, while some brands are already adjusting supply chains and considering price increases. The ongoing talks reflect retailers' struggle to manage rising costs without passing them fully onto consumers. (South China Morning Post)

China's Export Growth Slows in May as U.S. Shipments Slide

China's exports rose 4.8% in May from a year earlier, missing expectations and marking a slowdown from April's 8.1% surge. Exports to the U.S. fell nearly 10% to $28.8 billion, while imports from the U.S. dropped 7.4% to $10.8 billion. Overall imports declined 3.4%, widening China's trade surplus to $103.2 billion. The weaker figures suggest front-loaded orders ahead of expected tariff hikes, with some duties already in effect. Meanwhile, U.S. and Chinese officials are holding a fresh round of trade talks in London.

• Shein Shifts IPO Plans from London to Hong Kong

• Temu and Shein Soar in Europe

• TikTok Lowers Barriers for Korean Sellers to Enter U.S. Market

• TikTok Shop to Cut Workforce by Half in Indonesia

• AliExpress Launches Local+ Service in Germany

• Kwai Hits First Overseas Profit

• JD Central Rolls Out 618 Shopping Festival in Thailand

• Amazon Top Seller SainStore Goes Public

• Aiper Taps $100M From Fluidra

• Dreame Mart Lands in the U.S.

• Pop Mart Halts Labubu In-Store Sales Amid UK Frenzy

• CHAGEE's Overseas Sales Surge 85% in Q1

Shein Shifts IPO Plans from London to Hong Kong

Shein is shifting its IPO plans to Hong Kong after Chinese regulators delayed approval for its London listing. The move marks a retreat from Shein's global ambitions for London and New York, potentially denting its Western appeal. Its valuation may drop to about $50 billion from $66 billion as U.S. tariffs on Chinese e-commerce parcels erode Shein's low-cost shipping edge. With 7,000 suppliers but no factories, Shein faces a challenging path to market amid growing trade and regulatory headwinds. (Reuters)

Temu and Shein Soar in Europe

Consumer Edge data shows Temu's EU sales jumped over 60% YoY in early May, nearly doubling in France, while Shein's growth in the U.K. hovers around 50%. Both cut U.S. ad spending amid a 30% sales drop for Temu and 20% for Shein but boosted ads in Europe by up to 40%, fueling their gains. With the end of the duty-free de minimis loophole, these retailers are betting big on the European market. Besides, Temu is strengthening its global competitiveness by shifting to localized procurement to reduce dependence on China's export routes and lowering costs to attract more platform merchants amid trade policy uncertainties. (Modern Retail)

TikTok Lowers Barriers for Korean Sellers to Enter U.S. Market

TikTok is easing access for Korean brands to the U.S. market with its new "Korea-US Cross-Border" solution, letting companies join TikTok Shop without a U.S. entity. Previously, vendors needed a U.S. address and bank account, but now Korean businesses can use their local credentials, a virtual bank account, and third-party U.S. logistics. This move aims to speed up global growth by simplifying entry and offering a full e-commerce suite of advertising, content, and logistics. TikTok Shop's vendor base has grown 60% last year, reaching 1.1 million globally. The program launches May 30 with promotional perks for new brands. (The Korea Times)

TikTok Shop to Cut Workforce by Half in Indonesia

TikTok Shop is set to cut several hundred jobs in Indonesia following its merger with Tokopedia last year, trimming teams across logistics, operations, marketing, and warehousing. Further cuts may follow in July, reducing the combined workforce from about 5,000 to roughly 2,500. Despite the downsizing, TikTok says it remains committed to investing in Indonesia and Tokopedia for sustainable growth. The $1.5 billion merger enabled ByteDance to relaunch TikTok Shop in Indonesia while navigating local regulations, keeping the country a key battleground against rivals Shopee and Lazada. (Bloomberg)

AliExpress Launches Local+ Service in Germany

AliExpress has opened its doors to local sellers in Germany, launching a "Local+" channel with delivery as fast as three days. To boost new sellers, AliExpress offers personalized onboarding, a billion-yuan subsidy fund, external traffic support, and local logistics. The platform is also expanding product categories, recruiting sellers in mobile phones, home appliances, electronics, office supplies, sports gear, furniture, toys, and more. (ebrun)

Kwai Hits First Overseas Profit

Kwai reported a 32.7% jump in Q1 2025 overseas revenue to RMB 1.32 billion (about $183 million), marking its first profitable quarter abroad. Its international business, including Kwai and SnackVideo, saw strong growth, with monthly active users topping 150 million by April. Key markets like South America and Southeast Asia drove expansion, with Brazil showing steady daily user growth and rising e-commerce orders. Kwai has also begun livestream shopping tests in Brazil. (Kwai)

JD Central Rolls Out 618 Shopping Festival in Thailand

JD Central, the Thai joint venture of JD.com, kicked off its largest annual sales event — the 618 Super Joy Shopping Fest — on May 29. Running through June 20, the campaign offers discounts from 6,500 brands, flash deals as low as 618 baht (about $20), and a final-day blowout with prices dropping to just 1 baht (about $0.03). Inspired by JD.com's flagship 618 festival in China, the Thai version promises 100% authentic products, coupon giveaways, and a full-service experience as JDC looks to win shopper trust and stimulate the local economy. (JD)

Amazon Top Seller SainStore Goes Public

SainStore, Dongguan-based Amazon seller with brands like ORORO and TURBRO, debuted on the New Third Board on May 27. Founded in 2011, the company focuses on functional apparel, home living, digital tech, and maker hardware. SainStore posted revenues of RMB 1.2 billion to 1.5 billion (about $167~208 million) over the past three years, with net profits rising to RMB 100 million (about $14 million) in 2024. Amazon drives 73% of sales, totaling RMB 1.04 billion (about $144 million) in 2023, followed by DTC sites at 21%. (cyzone.cn)

Aiper Taps $100M From Fluidra

Aiper, the Shenzhen-based cordless robotic pool cleaner brand, has landed a $100 million investment from Fluidra, a global leader in pool and wellness equipment. Announced in Singapore, the deal marks the largest single funding of the kind to date. The partnership will drive Aiper's global expansion and innovation in AI-powered, eco-friendly pool tech. Already active in 45 countries with over 2 million users, Aiper plans to scale its smart backyard ecosystem across Asia-Pacific, the Middle East, and Latin America, while teaming up with Fluidra on technology, branding, and global service networks to shape the future of pool care. (Aiper)

Dreame Mart Lands in the U.S.

Dreame Mart, the rising designer toy brand under Dreame, opened its first U.S. store at California's Brea Mall—blending AI-driven design, robotics, and interactive installations to create a next-gen retail experience tailored to Gen Z culture. The store marks a bold first step in Dreame Mart's global expansion strategy, with more openings slated across Asia, Europe, and North America. Already operating a concept store in Beijing, the brand's expansion plan includes culturally tailored experiences in countries like Thailand, Singapore, Vietnam, Canada, and Italy. (ebrun)

Pop Mart Halts Labubu In-Store Sales Amid UK Frenzy

Labubu mania is gripping the UK so fiercely that Pop Mart, the Chinese toymaker behind the $85 viral plush, has suspended all in-store and Roboshop sales across its 16 UK locations. Citing crowd surges and safety concerns, the company said online drops would continue while long queues—often caught on TikTok—have turned restock days into near stampedes. Sold in blind boxes, the serrated-tooth plushie has become a global sensation, fueling over $426 million in sales last year and making up nearly a quarter of Pop Mart's total revenue. (Business Insider)

CHAGEE's Overseas Sales Surge 85% in Q1

On May 30, CHAGEE released its first post-IPO financial report, showing strong growth with 6,681 stores globally and a Q1 GMV of RMB 8.23 billion (about $1.14 million)—a 38% jump YoY. Net revenue rose 35.4% to RMB 3.39 billion (about $470 million), while net profit climbed 13.8% to RMB 677 million (about $94 million). The company also revealed overseas sales surged 85.3% to RMB 178 million (about $25 million), with 169 stores abroad—mostly in Malaysia, plus Singapore and Thailand. (STCN)

• Temu Surpasses Shopee as Brazil's NO.2 Online Marketplace

• TikTok Shop to Trim U.S. Staff Amid Sales Slump

• Taobao's Cross-Border Sales Surge Ahead of 618 Event

• Alibaba.com Sees 40% Spike in U.S. Inquiries Amid Tariff Pause

• Homary Eyes $500M Milestone in 2025

• Niu Technologies Q1 Sales Jump 57%

• Bc Babycare Aims to Top Amazon Amid Trade Tensions

• 52TOYS Files for Hong Kong IPO

• MINISO's Overseas Sales Jump 30% in Q1

• Pop Mart's Labubu Toys Spark 4,500% Sales Surge in Russia

• CHAGEE Eyes 1,500 New Stores Worldwide

• G7 Nations Targets Shein, Temu With New Tariffs on Small Parcels

Temu Surpasses Shopee as Brazil's NO.2 Online Marketplace

Temu surged past Shopee in April to become Brazil's second most-visited e-commerce site, per a Conversion report. The platform added 56 million visits last month, reaching 9.9% of total traffic and narrowing the gap with market leader Mercado Livre, which holds 12.3%. In contrast, Shopee saw a modest rise of 6 million visits, a 2.7% uptick. Temu's rapid climb highlights the effectiveness of its marketing and discount-driven strategy, as well as its broad product selection. Brazil's import e-commerce sector, fueled by Temu, hit 450 million visits—up 132% YoY. (MERCADO&CONSUMO)

TikTok Shop to Trim U.S. Staff Amid Sales Slump

TikTok is laying off staff in its U.S. e-commerce division as sales slump and pressure mounts from new tariffs. The cuts, confirmed in a memo from Chinese executive Mu Qing, affect operations and major brand teams. Employees were offered exit packages with administrative leave and severance. Sales from foreign sellers, many based in China, plunged after April tariffs, dragging down TikTok Shop's U.S. growth. TikTok's coming personnel changes follow a round of job cuts in April when it restructured its e-commerce governance and experience team. Despite Douyin's success in China, TikTok Shop in the U.S. continues to struggle. (Business Insider)

Taobao's Cross-Border Sales Surge Ahead of 618 Event

On May 21, Taobao and Tmall reported nearly one million merchants signed up for the 2025 Overseas 618 event, a record high. Overseas sales in the first three days of this year's 618 doubled compared to last year. Since pre-sales began on May 13, cross-border transactions in 11 categories—including beauty, sports shoes, baby diapers, and milk powder—have doubled year-over-year. This year, Taobao and Tmall expanded their overseas growth plan to include larger items like home building materials and pet supplies, beyond the usual apparel and electronics. (STCN)

Alibaba.com Sees 40% Spike in U.S. Inquiries Amid Tariff Pause

Alibaba.com is launching its biggest June sales campaign for the U.S., dubbed a "foreign 618," to help Chinese exporters capitalize on the current 90-day U.S. tariff reprieve. The platform is ramping up support to recover lost orders, with many merchants rushing to stock U.S. warehouses for long-term gains. The promotion is open to all sellers, including first-timers, giving small and midsize exporters a shot at rising U.S. demand. Inquiries from American buyers have jumped over 40% year-on-year since the tariff pause began. (36Kr, Guandian)

Homary Eyes $500M Milestone in 2025

Guangzhou-based Homary has quietly become a global home goods powerhouse, blending Chinese design with rapid supply chain execution. Since its founding in 2018, the brand has broken into the top 10 on home e-commerce platforms in North America and Europe, racking up $300 million in 2023 revenue and aiming for $500 million this year. With 65% of sales from North America, Homary serves design-conscious middle-class families and has grown revenue at a 140% CAGR from 2020 to 2023, with sales of ergonomic chairs and standing desks alone jumping 230% in 2023. (Cifnews)

Niu Technologies Q1 Sales Jump 57%

Niu Technologies posted a 35% jump in Q1 revenue to 682 million RMB (roughly $94.67 million), while narrowing net losses to 38.8 million RMB (roughly $5.39 million). Global sales surged 57% to over 203,000 units, driven by a 66% rise in China. Domestic revenue rose 39%, and international sales gained 22%. With 4,119 stores in China and a presence in 53 countries, Niu is adjusting its supply chain and production strategy to navigate global market shifts and U.S. trade uncertainty, CEO Li Yan said. (Beijing News)

Bc Babycare Aims to Top Amazon Amid Trade Tensions

Hangzhou-based Bc Babycare is making a bold move into the U.S. market despite ongoing trade tensions, betting on its diversified supply chain and innovative baby carrier to fuel rapid growth. The company's $160 carrier, praised for easing parental strain and boasting a 4.7-star Amazon rating, aims to become a top seller within six months, with U.S. sales expected to surge tenfold in a year. Backed by a global network spanning Asia, Europe, and the Americas—and investors like Sequoia Capital China—Bc Babycare plans to expand locally with an office and hires, starting online and eyeing major retailers. (CNBC)

52TOYS Files for Hong Kong IPO

IP toy brand 52TOYS filed for a Hong Kong IPO on May 22, joining the ranks of Pop Mart and Bloks Group. Founded in 2015, the company grew revenue from 460 million RMB (roughly $63.85 million) in 2022 to 630 million RMB (roughly $87.45 million) in 2024, with overseas sales soaring over 300% to 147 million RMB (roughly $20.40 million). 52TOYS plans to open 100 branded stores in China and another 100 overseas as it accelerates global expansion. (Jiemian News)

MINISO's Overseas Sales Jump 30% in Q1

MINISO reported Q1 2025 revenue of 4.43 billion RMB (roughly $614.91 million), up 18.9% YoY. Gross profit rose 21.1% to 1.96 billion RMB (roughly $272.06 million), while net income dipped 4.9% to 587 million RMB (roughly $81.48 million). Overseas revenue surged 30% to 1.59 billion RMB (roughly $220.70 million), 36% of total sales. The company crossed 300 stores in North America, focusing expansion on 24 U.S. states with localized product teams and cluster-based layouts. CFO Zhang Jingjing said MINISO has strengthened its U.S. strategy by stockpiling inventory, diversifying suppliers, and optimizing tax planning to mitigate tariff risks. (STCN)

Pop Mart's Labubu Toys Spark 4,500% Sales Surge in Russia

In early May, Pop Mart's Labubu monster toys exploded in popularity on Russia's Wildberries marketplace, racking up sales exceeding 2.5 million rubles—an astonishing 4,500% jump from just 74 units sold in March to 3,500 in May. While these Chinese-designed collectibles have captivated Russian consumers as decorative must-haves, Wildberries & Russ cautions the craze may be fleeting, echoing the rise and fall of fidget spinners and simple-dimple toys. (Бизнес‑секреты)

CHAGEE Eyes 1,500 New Stores Worldwide

CHAGEE is reportedly planning an aggressive global expansion in 2025, with targets of over 1,000 new stores in mainland China, 50 in Hong Kong, more than 100 across Southeast Asia, and 10 in the U.S. The company declined to comment on the reports. According to its IPO filing, CHAGEE aims to open 1,000 to 1,500 new outlets globally by 2025. As of the end of 2024, the tea chain operated 6,440 stores worldwide, including 156 overseas—most of them (148) in Malaysia. (36Kr)

G7 Nations Targets Shein, Temu With New Tariffs on Small Parcels

A surge of low-value parcels from Chinese giants Temu and Shein is drawing fierce pushback across the G7. After the U.S. ended duty-free exemptions on packages under $800, Chinese sellers shifted toward Europe, where 91% of 2024's 4.6 billion small parcels came from China. Now, the EU is slapping a €2 fee on direct deliveries and plans to scrap its duty-free threshold by 2028. Japan, the UK, and Canada are rolling out similar measures. G7 finance ministers are weighing joint tariffs to curb what they call China's excess supply and market distortion. Temu, once U.S.-focused, is now betting on Europe as its top market. (CUC)

• Shein Cuts US Prices After Tariff Drop

• TikTok Shop US Sales Stall Amid Tariff Woes

• 77% of Temu Users in Mexico Plan to Spend More in 2025

• Taobao Launches Russian Version to Tap Central Asia

• Anker's Robotic Mower Scores $10K in a Week on AliExpress

• Alibaba.com Boosts U.S. Push as Orders Jump

• TikTok Shop Launches in Japan

• Walmart China's E-Commerce Sales Surge 34% in Q1

• Walmart Warns of Price Hikes Despite Q1 Growth

• TikTok Shop Bets Big on EU Resale

• E-Bike Brand Tezeus Raises 50M RMB for Global Expansion

• Meituan and Mixue Double Down on Brazil

• China–LatAm Trade Hits Record $518B

Shein Cuts US Prices After Tariff Drop

Shein cut US prices after tariffs on Chinese goods were temporarily reduced, dropping average product prices 13%. The move aims to win back customers lost after earlier hikes. Unlike rival Temu, Shein won't charge extra fees at checkout. The tariff cut and lower small parcel taxes ease costs for direct China shipments. After price hikes, Shein and Temu saw sales and traffic fall, while Amazon and Walmart gained. The tariff relief lasts 90 days, keeping future uncertain. (Bloomberg)

TikTok Shop US Sales Stall Amid Tariff Woes

TikTok Shop's US growth stalled in early 2025, with daily sales from foreign sellers—mostly in China—dropping 20-25% in early May due to high tariffs exceeding 145%. Although sales rose year-over-year and climbed in March, tariffs and challenges onboarding new sellers hurt momentum. TikTok Shop, a key focus alongside ads and payments, has faced setbacks including a brief US app ban. After missing 2024 targets, ByteDance recently restructured leadership, bringing in managers with Douyin experience to boost performance. (Business Insider)

77% of Temu Users in Mexico Plan to Spend More in 2025

As Temu marks its second year in Mexico, 77% of users plan to maintain or increase their spending in 2025, driven by the platform's affordability. A recent Ipsos survey shows 95% of Mexican online shoppers compare prices before buying, with Temu users reporting 25% average savings last year. Affordable prices, free shipping, and product discovery are key draws, while 62% say Temu helped improve daily life—from home decor to hobbies and even small businesses. Temu, Mexico's top shopping app in 2024, recently launched a Local Seller Program to support local entrepreneurs and speed up deliveries. (estamos en linea)

Taobao Launches Russian Version to Tap Central Asia

Alibaba's Taobao has launched a Russian-language version of its platform in Kazakhstan, marking its first multilingual rollout for a non-English-speaking country. Local users can now browse, pay, and track orders in Russian using local currency, with product selections gradually expanding. The move targets the fast-growing Central Asian e-commerce market, with Kazakhstan seen as a key entry point. Within one week after launch, 70%+ of new users placed their first orders in Russian, with a 47% increase in conversion rates. (cyzone.cn)

Anker's Robotic Mower Scores $10K in a Week on AliExpress

Anker has joined AliExpress, following Unitree, with its smart home brand Eufy launching as part of the platform's Big Save subsidy program. Eufy's new robotic lawn mower quickly gained traction, generating over $10,000 in sales in Germany within a week. AliExpress aims to help 1,000 more Chinese brands reach $1 million in annual sales this year, tapping growing demand in Europe and the U.S. Sales of garden tools on the platform are up over 50% year-on-year, with robotic lawn mower sales jumping 153%. (cyzone.cn)

Alibaba.com Boosts U.S. Push as Orders Jump

Alibaba's B2B marketplace Alibaba.com has surged to the top of the U.S. App Store's shopping charts as U.S. small and medium-sized businesses rush to restock amid recent tariff cuts. With many U.S. retailers holding just 1–2 months of inventory, Alibaba is expanding local warehousing and launching U.S.-focused promotions to help Chinese suppliers capture demand during the 90-day shipping window. (Alibaba)

TikTok Shop Launches in Japan

TikTok Shop has launched in Japan, offering direct shipping from China or local fulfillment via Japanese warehouses, with delivery in 3–7 days through Japan Post and Sagawa Express. Sellers can join with a business license from mainland China or Hong Kong, with no need for a Japanese entity. Key categories include beauty, fashion, home goods, and small appliances. Full registration opens June 3, with sales expected to begin later that month. (ebrun)

Walmart China's E-Commerce Sales Surge 34% in Q1

Walmart China reported $6.7 billion in net sales for Q1 FY2026, up 22.5% year-over-year, with same-store sales rising 16.8% and e-commerce growing 34%. The company operated 334 stores as of April 30, including 54 Sam's Club locations, after closing three hypermarkets. Membership fee income from Sam's Club China jumped over 40%, driven by strong member growth. (36Kr)

Walmart Warns of Price Hikes Despite Q1 Growth

From February to April, Walmart reported a 4% YoY revenue increase and a 3% rise in operating profit, excluding currency impacts. U.S. sales grew 4.5% on higher prices and volumes, while China revenue jumped 22.5%, driven by strong performance in Sam's Club and e-commerce. On the earnings call, executives warned that despite recent tariff cuts, Walmart's thin margins mean it can't fully absorb cost pressures, and consumers should expect price increases starting late May. (LatePost)

TikTok Shop Bets Big on EU Resale

Following its expansion into the U.S. and U.K., TikTok Shop is turning its attention to Europe's booming secondhand market. The social commerce giant is actively recruiting a project manager to spearhead strategy and operations for its resale category across the EU, signaling a strong push into the fast-growing circular economy sector. (ebrun)

E-Bike Brand Tezeus Raises 50M RMB for Global Expansion

Tezeus, founded in 2022, secured 50 million RMB (roughly $7 million) in Pre-A funding to boost product development, production, and market growth. The e-bike maker entered Europe last October, shipping thousands of units mainly through its DTC site and expanding offline with 35 stores across Germany, the Netherlands, Belgium, Austria, Italy, and Hungary. Germany and the Netherlands drive over half of sales, and the company aims to grow its offline presence to 100 stores this year. (cyzone.cn)

Meituan and Mixue Double Down on Brazil

At the China–Brazil Business Seminar on May 12, Brazilian President Lula met with Meituan CEO Wang Xing as the company signed a $1 billion investment deal to launch its food delivery platform Keeta in Brazil within the year. The investment, equal to 20% of Meituan's projected 2024 net profit, marks a major step in its global push following launches in Hong Kong and Saudi Arabia. On the same day, Chinese beverage chain Mixue announced plans to invest at least 4 billion RMB (roughly $555 million) in Brazil over the next 3–5 years, including opening its first store and building a local supply chain using Brazilian agricultural products. (cyzone.cn)

China–LatAm Trade Hits Record $518B

China's economic ties with Latin America and the Caribbean continued to strengthen, with bilateral trade reaching a record $518.47 billion in 2024, up 6% year-on-year. In Q1 2025, trade totaled $118.3 billion, including $65.73 billion in exports and $52.58 billion in imports. China's direct investment in the region hit $14.71 billion last year, with another $270 million in early 2025. As of March, over 37,000 Latin American companies had established operations in China. (CCTV)

• U.S. and China Call a Tariff Timeout

• Temu Eyes Expansion in Middle East and Beyond

• SHEIN and Temu Shift Focus to Europe Amid U.S. Sales Slump

• Temu Taps Aussie Sellers in Speed Push

• TikTok Shop Lands in Brazil

• Temu Pullback Triggers Amazon Comeback

• Anker's 3D Printer Blitzes $11M on Kickstarter

• China's Exports Rise—Except to the U.S.

• Outward Bound: China's Investment Leaps 28% in Q1

U.S. and China Call a Tariff Timeout

In a rare sign of easing tensions, Washington and Beijing have agreed to a 90-day tariff truce, with the U.S. slashing duties on most Chinese imports from 145% to 30%, and China lowering levies on American goods from 125% to 10%. The temporary rollback—covering sensitive sectors including fentanyl-linked products—offers exporters a much-needed reprieve as both sides re-enter deeper trade talks. Treasury Secretary Scott Bessent said neither country seeks economic decoupling, while Beijing released a white paper reaffirming its commitment to "mutual respect" and warning that threats "are not the right approach." (Business Today)

Temu Eyes Expansion in Middle East and Beyond

Temu gathered over 1,000 Chinese merchants in Guangzhou last Friday, urging them to shift focus from the U.S. and tap into markets in the Middle East, Asia, and Latin America. While it continues operations in the U.S., Temu ended its fully-managed model as of April 30, now offering only semi-managed options. New listings highlight local warehouses and "no import fees," emphasizing cost-efficiency. Temu also introduced Y2, a model allowing sellers to ship directly from China to the U.S., extending delivery times but lowering storage costs and easing cash flow pressure. Unlike Amazon's FBM, Temu maintains control over pricing. (cyzone.cn)

SHEIN and Temu Shift Focus to Europe Amid U.S. Sales Slump

From April 25 to May 1, both SHEIN and Temu experienced a decline in sales—down 17% and 23%, respectively—reflecting early consumer backlash to price hikes triggered by President Trump's removal of the de minimis tax loophole. To cope with rising tariffs, both platforms raised retail prices. Shifting focus from the U.S., both are now ramping up digital ad spending in Europe. Sensor Tower data shows SHEIN increased ad spend by 35% in France and the UK, while Temu boosted budgets by 40% in France and 20% in the UK. While ad spending sparked more app downloads, daily active user growth remained limited. (LatePost, cyzone.cn)

Temu Taps Aussie Sellers in Speed Push

Temu is opening its marketplace to Australian sellers, allowing them to reach local customers directly—the "local-to-local" model it has already deployed in the U.S., U.K., Germany, France, Japan, and South Korea. By partnering with fulfillment centers in Sydney and Melbourne, Temu is slashing delivery times from 10–15 days to just 4–6, closing the gap with Amazon Prime speeds—without charging for membership. The shift not only sharpens Temu's competitive edge on shipping but reinforces its low-price playbook with faster, localized service. (ebrun)

TikTok Shop Lands in Brazil

TikTok Shop has officially debuted in Brazil, marking a key step in ByteDance's global social commerce push after expanding into the U.S., Mexico, and parts of Europe. For now, the platform is onboarding only local sellers, focusing on beauty, personal care, and electronics. Logistics are handled by third-party partners, with sellers managing warehousing and shipping. Brazil—TikTok's third-largest market with nearly 100 million users—continues to surge: the app led Q1 2025 downloads with over 20 million, outpacing Temu and Mercado Libre, while TikTok's ad reach in the country jumped nearly 20% YoY from early 2023 to early 2024. (ebrun, CHWANG)

Temu Pullback Triggers Amazon Comeback

Following the end of the T86 duty-free policy on May 2, Temu abruptly scrapped its fully-managed China-to-U.S. sales model, shifting to a semi-managed, warehouse-based approach. The move sent a ripple through the e-commerce landscape, triggering a quick rebound for Amazon sellers, some of whom reported rising order volumes just days later—even after raising prices. Many credited Temu's retreat with pushing item prices up by 15% to as high as 377%, driving cost-conscious shoppers back to Amazon. U.S. sellers now see renewed advantages in logistics and fulfillment, as Temu's edge in low-cost, direct shipping narrows. (Cifnews)

Anker's 3D Printer Blitzes $11M on Kickstarter

Anker's eufyMake E1 raked in over $11 million just 12 hours after its Kickstarter debut, signaling strong demand from creators seeking pro-level tools at accessible prices. Priced at $1,699, the E1 bridges high-end consumer and entry-level industrial segments, offering industrial-grade stereoscopic printing in a compact form. A savvy pre-launch campaign—featuring £40 deposits and deep discounts for early backers—helped fuel momentum, with priority shipments set to begin in July. The launch taps into rising appetite in the creator's economy for affordable, precision hardware. (ebrun)

China's Exports Rise—Except to the U.S.

China's trade grew modestly in the first four months of 2025, with exports up 7.5% YoY to RMB 8.39 trillion ($1.16 trillion) and total trade reaching RMB 14.14 trillion ($1.95 trillion), a 2.4% gain, according to customs data. But the April numbers reveal a stark divergence: while overall exports rose 8.1% in dollar terms, shipments to the U.S. plunged 21%. Meanwhile, exports to non-U.S. markets surged 13%, led by a 20.8% jump to ASEAN nations. (China Customs)

Outward Bound: China's Investment Leaps 28% in Q1

China's outbound direct investment jumped 28% YoY in Q1 2025 to $48 billion, signaling a sharp acceleration in overseas expansion as Chinese firms seek growth beyond crowded domestic markets and rising geopolitical headwinds. The surge, reported by the State Administration of Foreign Exchange, highlights Beijing's strategic push to hedge against U.S. tariffs and trade tensions by creating jobs and planting deeper economic roots abroad. In 2024, China's total foreign investment reached $173 billion. (cyzone.cn)

• Temu Adapts with Local U.S. Fulfillment Amid Tariffs

• TikTok Australia Profit Triples in 2024

• Walmart Backs Down on China Tariffs

• Amazon Haul May Reveal Import Fees in Tariff Fallout

• Anker Posts 41% Revenue Jump in 2024

• Roborock Q1 Sales Surge 86% on Global Growth

• Midea Tops 400B RMB in 2024 Revenue

• GreatStar 2024 Profit Jumps 36% on Strong U.S. Sales

• SONGMICS Home Grows Fast Beyond Amazon

• Henglin Home's Overseas E-com Sales Up 240% in H1 2024

• Tianlala to Add 200 Global Stores by 2025

Temu Adapts with Local U.S. Fulfillment Amid Tariffs

Amid escalating tariffs, Temu has shifted its U.S. strategy by halting direct shipments of China-made goods and pivoting to a local warehousing model. Starting May 2, the U.S. revoked its tariff exemption for low-value imports, imposing duties of up to 145% on Chinese goods. In response, Temu's U.S. site now exclusively features products labeled as "local warehouse," fulfilled by U.S. sellers and free from import duties. The company says this change will help stabilize prices, reduce consumer costs, and support local businesses. Temu is also actively recruiting U.S. sellers to expand its platform. (CBS News)

TikTok Australia Profit Triples in 2024

TikTok Australia doubled revenue to 679 million AUD ($438.76 million) and nearly tripled profit to 31.2 million AUD ($20.16 million) in 2023, driven by 474 million AUD ($306.29 million) in ad sales and 204 million AUD ($131.82 million) in services to its parent company. The platform, owned by China's ByteDance, now lists 106 open roles in Sydney and paid 11.1 million AUD ($7.17 million) in taxes, up from 5.1 million AUD ($3.3 million). However, its rapid growth may slow amid rising calls to restrict youth access to social media. (The Australian Financial Review)

Walmart Backs Down on China Tariffs

Walmart has reversed course on Trump's "reciprocal tariffs," initially pressuring Chinese suppliers to absorb the costs but quickly shifting to cover the duties itself after just 20 days due to inventory strains. Chinese manufacturers in Jiangsu and Zhejiang say U.S. retailers—including Walmart—have resumed orders, with tariffs now paid by American buyers. On March 11, Walmart had demanded 10% price cuts per round of tariffs to offset the 145% duty. Following intervention by China's Ministry of Commerce and mounting pressure, the CEOs of Walmart, Target, and Home Depot met with Trump at the White House by April 21 to negotiate. (cyzone.cn)

Amazon Haul May Reveal Import Fees in Tariff Fallout

With the U.S. ramping up tariffs, Amazon is under pressure as roughly 70% of its merchandise comes from China, according to Wedbush. Top sellers report they can now raise prices by up to 25% without facing penalties. Internally, Amazon weighed displaying tariff-related cost breakdowns on listings but shelved the idea for its main site; however, its discount marketplace, Amazon Haul, may begin showing import fees on select items. (cyzone.cn)

Anker Posts 41% Revenue Jump in 2024

Anker Innovations reported 2024 revenue of 24.71 billion RMB ($3.39 billion), up 41%, with net profit rising 31% to 2.11 billion RMB ($289.24 million). R&D investment climbed 49% to nearly match profits. In Q1 2025, revenue grew 37% to 5.99 billion RMB ($821.11 million). The company's energy storage business surged 184% to 3.02 billion RMB ($413.98 million), as Anker expanded its global reach to 146 countries and regions. (Jiemian News)

Roborock Q1 Sales Surge 86% on Global Growth

Roborock's Q1 2025 revenue jumped 86% to 3.43 billion RMB ($470.19 million), with net profit hitting 267 million RMB ($36.60 million). Growth was driven by a broader product mix and stronger global sales. The company is also scaling overseas manufacturing—now covering over half of the U.S. market—to hedge against trade risks.(36Kr)

Midea Tops 400B RMB in 2024 Revenue

Midea Group reported Q1 2025 revenue of 128.4 billion RMB ($17.60 billion), up 20.6%, with net profit soaring 38% to 12.4 billion RMB ($1.70 billion). The company's 2024 revenue exceeded 400 billion RMB ($54.83 billion) for the first time, as overseas e-commerce sales jumped 50% and international markets accounted for over 40% of total revenue. Midea is accelerating global growth with new hubs in Thailand and Saudi Arabia and a focus on smart, localized products. (36Kr)

GreatStar 2024 Profit Jumps 36% on Strong U.S. Sales

GreatStar Group reported record 2024 earnings, with revenue climbing 35.4% to 14.8 billion RMB ($2.03 billion) and net profit up 36.2% to 2.3 billion RMB ($315.28 million). The Zhejiang-based toolmaker saw strong global demand, with sales in the Americas surging 34.7% to 9.39 billion RMB ($1.29 billion)—63% of total revenue. Hand tools grew 40.5%, power tools 36.5%, and industrial tools 22.1%. Own-brand and ODM sales contributed nearly equally, each rising over 35%. With 23 factories worldwide, GreatStar continues to expand its global supply and distribution network. (GreatStar Group)

SONGMICS Home Grows Fast Beyond Amazon

Shenzhen-based SONGMICS Home reported 2024 revenue of 8.12 billion RMB ($1.11 billion), up 33.7%, though net profit fell 19% to 334 million RMB ($45.78 million) due to margin pressures. Q1 2025 showed signs of recovery, with revenue up 13.6% and profit rising 10.3%. Growth was driven by its three brands—SONGMICS, VASAGLE, and FEANDREA—with furniture and home goods sales up over 35%. North American sales surged nearly 39% through supply chain shifts and ad optimization, while Europe gained 31% on improved logistics. Non-Amazon platforms—including Temu, OTTO, Shein, and DTC sites—contributed strongly, with Temu rising to the company's No. 4 B2C channel by year-end. (Cifnews)

Henglin Home's Overseas E-com Sales Up 240% in H1 2024

Henglin Home Furnishings reported a record revenue of 11.03 billion RMB ($1.51 billion) in 2024, up 34.6% YoY. The company, a key player in East China's office furniture market, posted a 19.5% rise in net profit to 281 million RMB ($38.52 million). In 2024, Henglin's OBM business accounted for 53.7% of total revenue, reflecting its shift from OEM/ODM. Cross-border e-commerce surged 240.9%, reaching 1.69 billion RMB ($231.67 million) in H1 2024. Henglin also sold nearly 10 million office chairs and 2 million soft furniture units last year. (cyzone.cn)

Tianlala to Add 200 Global Stores by 2025

Tianlala Fresh Fruit Tea plans to open 200+ new stores across Southeast Asia, Europe, North America, and the Middle East by 2025. The brand, which began overseas expansion in 2023, already operates nearly 100 stores abroad—including 60 in Indonesia—and has signed over 8,000 stores worldwide since its founding in 2015. (36Kr)

• Temu Unveils Direct Shipping from China for U.S. Market

• Shein Hits 1.23 Billion AUD in Annual Sales in Australia

• Shein to Launch Semi-Managed Service in the Middle East

• TikTok Shop Set to Launch in Japan

• TikTok Reshuffles U.S. E-Commerce Leadership Amid Struggles

• Shopee and TikTok Shop Crush Rivals in Vietnam

• Taobao Boosts Local Services in Malaysia with New Upgrades

• AliExpress Taps China's Industrial Hubs for Global Growth

• Yiwugo Sees 200% App Surge Amid Tariff Shakeup

• Huakai Yibai Cuts Amazon Share to 49% in Q4

• Anker Innovations Opens First Store in Europe

• Pop Mart's International Revenue Soars Nearly 500% in Q1 2025

• DJI Agriculture's Overseas Sales Surge 45% in Q1

• Africa Drives a Third of Transsion's 2024 Revenue

• Walmart Helps China Exporters Sell at Home

• CHAGEE Opens First U.S. Store in L.A.

Temu Unveils Direct Shipping from China for U.S. Market

Temu has introduced a new Direct Shipping from China model on April 27, allowing semi-managed sellers to ship orders directly from China without the need for overseas warehousing. This model is exclusive to the U.S. market, and sellers must create a separate store for it, as it can't be combined with existing semi-managed stores. Sellers are also required to manage their own logistics and customs processes. (ebrun)

Shein Hits 1.23 Billion AUD in Annual Sales in Australia

Shein has achieved over 1 billion AUD ($638.56 million) in annual sales in Australia for the first time, reaching 1.23 billion AUD ($785.43 million) in 2023, up from 979 million AUD ($625.16 million) the previous year. Profits also increased from 10.6 million AUD($6.77 million) to $15.2 million AUD ($9.71 million). Since launching in Australia in 2022, Shein's growth has been fueled by influencer marketing on TikTok and YouTube, helping it become one of the country's largest fashion retailers and one of the most visited fashion websites. (The Australian Financial Review)

Shein to Launch Semi-Managed Service in the Middle East

Shein is set to launch its semi-managed service in Middle East on April 30, providing cross-border sellers an easy entry into a high-value market of over 300 million people. With young, affluent consumers and 98% internet penetration in Gulf countries like Saudi Arabia and the UAE, the Middle East's e-commerce market remains underdeveloped, accounting for just 2% of total retail sales. Analysts predict significant growth in the region's e-commerce sector, with annual growth rates of 25% to 30%. (ebrun)

TikTok Shop Set to Launch in Japan

TikTok Shop is gearing up for its long-anticipated entry into the Japanese market, with plans to recruit local sellers as part of its strategy to expand amid challenges in the U.S. market, where TikTok Shop's sales have recently taken a hit. After launching in France and Germany in March, TikTok will now debut in Italy this month. The company is also eyeing expansion into Latin America, with its Brazilian site set to go live on May 8. TikTok has already begun inviting local sellers, with qualifications mirroring those in Mexico, though the full-managed service will not be available in Brazil due to tariff concerns. (cyzone.cn)

TikTok Reshuffles U.S. E-Commerce Leadership Amid Struggles

TikTok is further consolidating its U.S. e-commerce operations under Chinese and global leadership. Nico Le Bourgeois, head of TikTok Shop U.S., will now report to Mu Qing, a former Douyin e-commerce VP who recently took control of U.S. operations. This restructuring follows a series of leadership changes, as executives with Chinese e-commerce experience, including Mu Qing and Xu Luran, take charge of U.S. teams. The move comes amid dissatisfaction with TikTok Shop's U.S. performance, highlighted by recent layoffs and restructuring. (Business Insider)

Shopee and TikTok Shop Crush Rivals in Vietnam

Shopee and TikTok Shop dominated Vietnam's online retail market in Q1, capturing a combined 97% share, according to data from Metric. Shopee held the top spot with 62%, down from 68%, while TikTok Shop surged from 23% to 35%. Lazada's share fell to 3%, and Tiki's was too small to register. The four platforms generated a combined GMV of 101.4 trillion VND ($3.92 billion) for the quarter, up 42% YoY. The rise of content-driven shopping, especially short-video platforms like TikTok Shop, is reshaping consumer behavior and squeezing traditional players. Metric expects Q2 GMV to grow another 15% to 116.6 trillion VND ($4.5 billion). (VnExpress)

Taobao Boosts Local Services in Malaysia with New Upgrades

Taobao has upgraded its localized services in Malaysia by launching a Malay language option, aiming to deliver a smoother and more seamless shopping experience for local users. The platform also added multiple payment options, including debit and credit cards, and introduced real-time order tracking for greater transparency. (ebrun)

AliExpress Taps China's Industrial Hubs for Global Growth

AliExpress is stepping up its global ambitions with the launch of its "50 Cities Industrial Belt" initiative, aimed at helping manufacturers from China's key regions—Zhejiang, Guangdong, Fujian, and Hubei—tap into overseas markets. The program allows new sellers to plug their products into platforms like Alibaba.com and Lazada, offering both self-operated and fully/semi-managed options to suit different business needs. Once known for competing with Amazon on prices, AliExpress is now shifting toward a curated marketplace of premium, high-value goods, betting that quality will drive its next wave of growth. (cyzone.cn)

Yiwugo Sees 200% App Surge Amid Tariff Shakeup

Yiwugo.com, the official platform of the Yiwu Commodity Market, has seen a 200% surge in app downloads since April 14, 2025, following international tariff policy changes. The app now ranks among the top shopping apps in the U.S., France, and Malaysia, boosting direct inquiries from global buyers. Outdoor and leisure goods, a fast-growing sector in Yiwu with sales topping 2 billion RMB ($274.44 million) in 2024, are driving much of the momentum. Transaction volumes for hiking poles alone doubled year-on-year, fueled by booming interest in outdoor activities worldwide and rising demand for fitness gear in China. (PR Newswire)

Huakai Yibai Cuts Amazon Share to 49% in Q4

Shenzhen's Huakai Yibai reported 9 billion RMB ($1.23 billion) in revenue for 2024, up 38% year-on-year, but profits plummeted 48% to 170 million RMB ($23.3 million). The company, which splits its focus between mass-market and premium goods, is shifting away from heavy reliance on Amazon. Now selling on platforms like Temu, TikTok, AliExpress, Walmart, Shopify, and Wayfair, Huakai Yibai saw Amazon's share of its premium sales drop to 49% in Q4, down from 60%, reflecting its broader platform strategy for more balanced growth. (Huakai Yibai)

Anker Innovations Opens First Store in Europe

Anker Innovations opened its first official store in Serbia on April 26, located in the renowned Galerija Beograd shopping center. The launch marks Anker's entry into Central and Eastern Europe, with Belgrade selected due to the brand's growing popularity among Serbian consumers. The store features a wide range of Anker's products, including next-gen chargers, portable batteries, premium audio devices from Soundcore, smart home solutions from Eufy, and portable projectors from Nebula. (Serbia Business)

Pop Mart's International Revenue Soars Nearly 500% in Q1 2025

Pop Mart announced a 165% to 170% year-over-year revenue (unaudited) increase for Q1 2025, with China contributing a 95% to 100% rise and overseas revenue soaring by 475% to 480%. Offline sales in China grew 85% to 90%, while online sales spiked 140% to 145%. Internationally, growth was robust across all regions: Asia-Pacific up 345%, the Americas up 895%, and Europe up 600%. (36Kr)

DJI Agriculture's Overseas Sales Surge 45% in Q1

Since its overseas launch in 2017, DJI Agriculture has reached 100 countries, focusing on key markets in the Americas, Japan, South Korea, Southeast Asia, and Africa. Last year, overseas drone shipments surged 32 times from 2017 levels, now accounting for 30% of total global volume. In the first quarter of 2025, DJI Agriculture's international shipments grew 45% year-on-year, with Latin America seeing a 200% spike and Africa up more than 100%, driven by strong performances in Brazil and Mexico. (36Kr)

Africa Drives a Third of Transsion's 2024 Revenue

Transsion Holdings posted 68.72 billion RMB ($9.42 billion) in revenue for 2024, up 10.3% YoY, with Africa accounting for a third of sales. Net profit edged up just 0.2% to 5.55 billion RMB ($760.80 million), as the company ramped up spending on marketing, product upgrades, and expansion efforts amid rising competition and supply chain costs. Operating expenses rose across the board, with double-digit increases in marketing, admin, and R&D. (LatePost)

Walmart Helps China Exporters Sell at Home

Walmart Inc. has launched a new program to help Chinese exporters tap into domestic demand, offering shelf space in its China stores as trade tensions with the U.S. escalate. The move, announced by Walmart China on WeChat, comes in response to Beijing's push for a closer integration of domestic and foreign trade to cushion the blow from rising tariffs. (Walmart)

CHAGEE Opens First U.S. Store in L.A.

CHAGEE, a Chinese tea chain with over 6,400 stores, opened its first U.S. location on April 26 at Westfield Century City in Los Angeles, with a grand opening to come on May 9. Founded in 2017 and now listed on Nasdaq under "CHA," CHAGEE is known for its upscale milk teas, AI-powered brewing, and sleek, minimalist shops. The L.A. store will offer signature drinks like peach oolong lattes, roasted oolong tea, a jasmine green tea latte, and a blended caramel tea frappe. (Eater LA)

• Trump Delays TikTok Deal Until China's Stance is Clear

• Temu and Shein to Raise Prices Amid U.S. Tariffs

• TikTok Shop Faces Dip in U.S. Sales

• TikTok Shop Unveils PEAKS to Fuel Global Growth

• Chinese Apps Gain Global Traction: Temu Up 18%, AliExpress 57%

• Alibaba.com Cracks U.S. Top 5

• DHgate Sees Sales Double in 97 Countries

• Amazon Pitches Europe to Sellers

• Wildberries Expands in China with Seller Support Program

• Midea to Grow Global Sales Branches to 40+ by 2025

• NARWAL Secures $100M Ahead of IPO Push

• X-ORIGIN-AI Raises 100M RMB to Fuel Global Push

• CHAGEE Makes Wall Street Debut with $411M IPO

• Pop Mart Unveils Major Global Overhaul

• Trump Eyes Tariff Cuts on China

Trump Delays TikTok Deal Until China's Stance is Clear

On April 17, President Trump confirmed that the TikTok deal is moving forward but has been delayed until a resolution with China is reached. Trump emphasized that the deal, which includes benefits for China, is on hold for now, citing China's stance as a key factor. Earlier, Trump extended TikTok's reprieve by another 75 days, pushing the deadline to June 20, marking his second extension since the Biden administration passed the bill. However, Senator Mark Warner criticized the delay, claiming it violates the law. (Reuters)

Temu and Shein to Raise Prices Amid U.S. Tariffs

Temu and Shein have announced price increases for U.S. shoppers starting April 25, 2025, due to higher operating costs from U.S. tariffs, stressing the need to maintain product quality. Prices will remain unchanged until then. Both platforms experienced their slowest sales growth in February, but U.S. panic buying led to a strong rebound in March. Shein saw a 29% year-over-year revenue increase in March, which rose to 38% in early April, while Temu's growth was even stronger at 46% and 60%, respectively. (36Kr)

TikTok Shop Faces Dip in U.S. Sales

TikTok Shop's U.S. sales recently dipped, with weekly GMV dropping to $197 million from $251 million the previous week and far below late March's $291 million. TikTok Shop's U.S. GMV exceeded $9 billion in 2024, aiming for a nearly 200% growth target this year. Q1 2025 U.S. GMV reached $3 billion. To mitigate risks from policy changes and market instability, TikTok Shop is implementing a Plan B strategy, focusing on Southeast Asia infrastructure, supporting local SMEs, and expanding into Latin America and Europe. New operations have launched in Spain, Germany, Italy, and France, with Brazil and Japan coming soon. (cyzone.cn)

TikTok Shop Unveils PEAKS to Fuel Global Growth

TikTok Shop has launched the PEAKS Program to help merchants drive both brand and performance growth. Backed by billions in funding and traffic, the program enhances features like direct and hybrid shipping (direct + overseas) launching in May, AI auto-posting, 5A audience analysis and custom ad targeting. It also includes a smart KOL collaboration tool and a new TikTok Shipping plan expected to cut costs by 10-20%. Additionally, the program supports global sales through a single store and cross-market content sharing. (36Kr)

Chinese Apps Gain Global Traction: Temu Up 18%, AliExpress 57%

According to Sensor Tower's recent report, Chinese non-gaming apps continued strong global growth in March 2025, led by short dramas, cross-border e-commerce, and tools. Temu surged with an 18% rise in downloads thanks to its low-price strategy and viral social marketing. Shein grew active users by 6%, reinforcing its leadership in fast fashion through supply chain upgrades and stronger user engagement. AliExpress downloads jumped 57%, fueled by deeper expansion in Southeast Asia. (iNEWS)

Alibaba.com Cracks U.S. Top 5

Following Taobao's momentum, Alibaba.com has jumped to No. 5 on the U.S. App Store's shopping chart and entered the top 10 in over 120 countries. To boost small and mid-sized exporters, the platform has dispatched teams globally to support local sellers and launched dedicated traffic channels to help merchants reach new international markets. (36Kr)

DHgate Sees Sales Double in 97 Countries

Chinese B2B platform DHgate is accelerating globally, with sales more than doubling in 97 countries and the U.S., U.K., Canada, France, and Australia topping the list. Since April 15, daily new buyer signups have surged nearly 20x week-over-week. The platform is also seeing explosive GMV growth across key categories, including home appliances (+962%), wigs (+671%), security equipment (+601%), health & beauty (+318%), outdoor gear (+195%), and pet supplies (+130%). (36Kr)

Amazon Pitches Europe to Sellers

Amazon is reaching out to sellers to assess how Trump's proposed tariffs might impact sourcing, pricing, and logistics. To hedge against rising U.S. import costs, Amazon is encouraging merchants to expand into its European marketplaces, which see 180 million monthly users and offer launch incentives. With Europe's e-commerce expected to hit $900 billion by 2028, Amazon is positioning early movers to gain an edge. Industry experts warn of major market shifts ahead, urging sellers to act fast—even at short-term costs. Chinese sellers now account for half of Amazon's global seller base. (Modern Retail)

Wildberries Expands in China with Seller Support Program

Russian e-commerce giant Wildberries is ramping up its China strategy to strengthen cross-border trade. Its new Star Program offers reduced commissions, traffic support, and direct partnership assistance to help young Chinese entrepreneurs grow. Sellers can choose between direct shipping to Russia or the FBS model, sending inventory to Wildberries' partner warehouses. To localize operations, the platform has opened four merchant hubs in Ningbo, Shenzhen, Hangzhou, and Tianjin. (Yicai Global)

Midea to Grow Global Sales Branches to 40+ by 2025

Midea Group's 2024 annual report shows that over 40% of its revenue now comes from overseas markets. Recognized by Euromonitor as the world's top-selling smart home appliance brand, Midea leads in refrigerator sales in Malaysia, Saudi Arabia, and Chile, and dominates the air conditioner market in Brazil and Egypt. The company operates 400+ subsidiaries, 38 R&D centers, and 44 major manufacturing bases globally, with more than 30,000 overseas employees. Midea plans to grow its international sales branches from 30+ to over 40 by 2025, targeting emerging markets like Saudi Arabia, Iraq, Turkey, Poland, and Morocco. (36Kr)

NARWAL Secures $100M Ahead of IPO Push

NARWAL, a leader in embodied AI, has raised $100 million in new funding to accelerate product innovation, global expansion, and multi-category growth. Now in its Pre-IPO stage, the company is ramping up for a public listing. NARWAL has entered over 50 countries and plans to grow overseas revenue by 3–4x in 2025, with a 300% year-over-year increase in new product launches abroad. It will expand into 70+ new markets—targeting Germany, France, Japan, and more—while building local teams for tailored operations. (36Kr)

X-ORIGIN-AI Raises 100M RMB to Fuel Global Push

X-ORIGIN-AI, a startup in AI companion robots, has raised nearly 100 million RMB ($13.70 million) in Pre-A funding to enhance its AI models and accelerate global growth. Founded in 2021, the company plans to launch a range of smart products—including AI robots and plush toys—by 2025, while expanding into Europe and the U.S. through Kickstarter and cross-border e-commerce, supported by localized service systems. (cyzone.cn)

CHAGEE Makes Wall Street Debut with $411M IPO

On April 17, Chinese tea brand CHAGEE debuted on the U.S. stock market under the ticker CHA, becoming the first of its kind to go public in the U.S. Priced at $28 per share, the IPO raised $411 million, giving the company a valuation of $5.14 billion. Its valuation hit $6.2 billion after shares opened up 21% and closed nearly 16% higher. Backed by Citi, Morgan Stanley, CICC, and Deutsche Bank, the company plans to expand overseas to 156 stores by the end of 2024—mainly in Malaysia—with further growth targeted in Southeast Asia and a U.S. entry starting with Los Angeles. (DealStreetAsia)

Pop Mart Unveils Major Global Overhaul

On April 14, Pop Mart announced its largest organizational shakeup in five years, shifting to a regional strategy with new headquarters in Greater China, the Americas, Asia-Pacific, and Europe. The move comes as Pop Mart posted strong 2024 results: revenue soared 106.9% to 13.04 billion RMB ($1.79 billion), and adjusted net profit jumped 185.9% to 3.4 billion RMB ($465.75 million). Overseas and regional markets contributed 5.07 billion RMB ($245.21 million) —38.9% of total revenue—up 375.2% YoY. (36Kr)

Trump Eyes Tariff Cuts on China

On April 17, President Donald Trump suggested that a trade deal with China could be reached within three to four weeks and expressed reluctance to raise tariffs further, warning that it could hurt consumer demand. He indicated that tariffs might even be reduced, as excessive tariffs lead to lower purchasing. Meanwhile, tariffs on Chinese goods had hit 245%, with Amazon's CEO Andy Jassy noting that the costs would be passed onto U.S. consumers. Luxury brand Hermès also announced plans to increase U.S. prices to offset tariff impacts. (Bloomberg & CNBC)

• Shein Gets UK approval for London IPO

• TikTok Shop Eyes European Market Amid Trade Tensions

• Temu Eyes Global Growth Beyond the U.S.

• ByteDance Rides TikTok Wave to $39B in Overseas Sales

• Amazon Cancels China Orders Amid Tariff Turmoil

• Anker Hikes Prices on Amazon Amid Tariff Shock

• TikTok Lays Off U.S. Staff in E-Commerce Revamp

• SFC's Profits Plunge Despite Steady Sales

• THINKRIDER Bets on AliExpress for Global Expansion

• Apple Supplier Luxshare Bets on Vietnam Amid Tariff Talk

• Alibaba & JD Open Doors to Exporters

Shein Gets UK approval for London IPO

Shein has received approval from the UK's Financial Conduct Authority (FCA) for its planned IPO in London, edging closer to going public. However, the company is still awaiting approval from Chinese regulators. With a valuation of about $50 billion, SHEIN filed for the IPO in June 2024. Despite FCA approval, challenges such as tax changes, global tariffs, supply chain issues, and potential price hikes complicate the timing of the listing. Although rumors about relocating 30% of its supply chain to Vietnam circulated, SHEIN denied them, reaffirming its commitment to China, where it has invested over 10 billion RMB in its major supply chain hub in Guangzhou.

TikTok Shop Eyes European Market Amid Trade Tensions

TikTok Shop is expanding in Europe by updating its cross-border POP (self-operated) entry requirements, now allowing merchants with proven experience on platforms like Amazon, eBay, or Wayfair to join, as long as they comply with EU regulations and offer local delivery. With the UK and Ireland already on board, TikTok Shop now operates in six major European markets, diversifying its presence amid rising trade tensions. Additionally, TikTok Shop USA announced a new policy for sellers, starting May 2, which imposes a 30% ad valorem tax and a phased duty on incoming goods due to the removal of the $800 duty-free threshold.

Temu Eyes Global Growth Beyond the U.S.

Temu has officially entered the Maldives, partnering with Maldives Post to improve delivery efficiency through options like pick-up points, home delivery, and in-store collection. The company has been scaling back in the U.S., where its sales share dropped from 60% in 2023 to a projected 33% in 2024, with further declines expected. Meanwhile, Temu is focusing on Europe, Japan, and South Korea, where its monthly active users in Europe have surpassed Amazon and AliExpress. Morgan Stanley's report from last year predicted that Europe would be Temu's largest GMV contributor in 2024, with Latin America seen as a potential growth engine.

ByteDance Rides TikTok Wave to $39B in Overseas Sales

ByteDance reported $33 billion in net profit for 2024, up just 6% from the previous year—a sharp slowdown as profit margins dip to 21%. Executives told investors margins may have peaked, with rising AI and global e-commerce investments driving up costs. Despite tightening profits, overseas business—led by TikTok—remains strong, with international revenue jumping 63% to $39 billion and making up a quarter of total revenue for the first time.

Amazon Cancels China Orders Amid Tariff Turmoil

Amazon has reportedly canceled a wave of product orders from China and other Asian countries, including Vietnam and Thailand. The move came after the U.S. announced plans on April 2 to impose new tariffs on imports from over 180 countries and regions. Affected items include beach chairs, scooters, and air conditioners. The abrupt, unannounced cancellations have left suppliers scrambling, with many linking the decision to shifting trade policies. Amazon has not commented on the matter.

Anker Hikes Prices on Amazon Amid Tariff Shock

Anker, one of Amazon's top sellers in electronics, has quietly raised prices on roughly 20% of its products, as the impact of new U.S. tariffs begins to ripple through e-commerce. According to data from SmartScout, 127 Anker items—ranging from power banks to phone cases—have jumped an average of 18% since April 3, with most increases landing just after President Donald Trump unveiled a 50% tariff on Chinese imports on April 7. The tariff costs are quickly being passed on to American consumers, even before broader supply chain adjustments take hold.

TikTok Lays Off U.S. Staff in E-Commerce Revamp

TikTok has laid off several U.S. e-commerce staff as part of a broader overhaul of its E-commerce's Governance and Experience (GNE) team, which oversees merchant compliance, product listings, and IP protection. The cuts follow February's downsizing of TikTok's Trust and Safety team, signaling tighter internal controls as the platform ramps up its e-commerce push.

SFC's Profits Plunge Despite Steady Sales

Shenzhen-based SFC Holdings saw flat revenue at 1.75 billion RMB ($239.99 million) in 2024, but net profit plunged 88.38% to 14.37 million RMB ($1.97 million) due to rising costs in logistics and labor and heavy investments in TikTok, Temu, and Shein. E-commerce sales rising 5.64% to 1.31 billion RMB ($179.65 million), with Amazon as the top channel (37%), followed by AliExpress (16.34%), eBay (13.79%), Shopee (12.76%), Mercado Libre (5.35%), Walmart (3.37%), and TikTok (2.73%). The company focuses on categories like hobbies, home goods, tools, and fashion.

THINKRIDER Bets on AliExpress for Global Expansion

THINKRIDER, a Chinese brand known for smart bike trainers, is shifting focus to global markets in 2025 with a target of 100 million RMB ($13.71 million) in overseas sales on AliExpress. With strongholds in Europe, South Korea, Brazil, and Mexico, the company has shipped 4,000 units abroad. Founded in 2008 and launched as a brand in 2015, THINKRIDER gained traction with aggressive pricing—its X2 model costs just a third of major global brands and dominates 80% of China's bike trainer market.

Apple Supplier Luxshare Bets on Vietnam Amid Tariff Talk

On April 10, Apple supplier Luxshare Precision said only a small share of its China-made goods is exported to the U.S. and has seen minor tariff impact so far. The company expects clients may shift production to lower-tariff countries, posing potential challenges. Luxshare clarified it doesn't bear tariff, logistics, or warehousing costs under standard trade terms. It also highlighted global expansion efforts, with facilities in Vietnam, Indonesia, Malaysia, Thailand, the U.S., Mexico, and Romania. Southeast Asia remains its top priority, especially Vietnam, unless tariff dynamics shift significantly.

Alibaba & JD Open Doors to Exporters

On April 11, JD.com unveiled a 200 billion RMB ($27.43 billion) initiative to help export-focused manufacturers tap into China's domestic market. Over the next year, JD will directly purchase goods from foreign trade firms, set up a dedicated section for high-quality exports, and offer marketing support without relying on price wars. Sellers will also receive training, subsidies, and operational resources. That same day, Alibaba's Freshippo announced it would open registration for foreign trade companies, offering a fast-track green channel for onboarding and plans to launch a dedicated foreign trade section on its platform.

• Temu Goes Local in Australia

• Temu Expands Semi-Managed Model to Malaysia

• Temu Surges to Top 10 in Brazil

• Trump Delays TikTok Ban for "TikTok America" Deal

• AliExpress Launches Global Selling for Korean SMEs

• Taobao Rides Growth Wave in Southeast Asia

• Retail Giants Shift Tariff Costs to China Vendors

• AuGroup Logs 23% Sales Growth in 2024

• Top Amazon Seller Zibuyu Returns to Profit in 2024

• AR Glasses Drive 600% Sales Spike on AliExpress

• Aiper Secures 1 Billion RMB to Expand Global Pool Robot Market

• Ex-Shein Exec's CAGUUU Secures Funding for Japan Market Push

• China Rolls Out Tariff Retaliation on U.S. Goods

• Hangzhou E-Commerce Zone Tops 200 Billion RMB in Trade

Temu Goes Local in Australia

Temu is inviting Australian businesses to join its platform as part of its fast-expanding "local-to-local" strategy, which connects domestic sellers directly with local buyers. Already rolled out in over ten markets including the US and UK, the model now targets Australia, where Temu has been named the country's fastest-growing website by Similarweb's 2025 Digital 100 report, with unique visitors surging 72% year-over-year.

Temu Expands Semi-Managed Model to Malaysia

Temu has launched its semi-managed model in Malaysia, letting merchants register and list products with more flexible logistics options. First rolled out in the U.S. in March 2024 and recently introduced to Southeast Asia via the Philippines, the model is already active in Austria, Romania, and Denmark. It allows sellers to focus on product offerings while choosing between overseas or their own warehouses to accelerate fulfillment.

Temu Surges to Top 10 in Brazil

Temu continues its strong momentum in Brazil, surpassing 151 million clicks in February and breaking into the country's top 10 e-commerce platforms since its May 2024 launch. It now ranks just behind Mercado Livre, Shopee, and Amazon. While Brazil's overall e-commerce market stayed flat, cross-border platforms had their second-best month ever — with Temu the only top-five player to post growth.

Trump Delays TikTok Ban for "TikTok America" Deal

On April 4, Donald Trump said he would delay the TikTok ban by 75 days as his administration pushes to form "TikTok America," a new entity licensing TikTok's algorithm from ByteDance. The proposed structure would give U.S. investors a 50% stake and ByteDance 19.9%. ByteDance confirmed ongoing talks with no final deal and major disagreements remaining. Oracle is leading a U.S. investor consortium, joined by a16z, Amazon, and AppLovin, all eyeing ByteDance's U.S. shares. TikTok earned $36B in non-China revenue in 2024, with one-third from the U.S.

AliExpress Launches Global Selling for Korean SMEs

AliExpress has launched a new Global Selling platform in South Korea to help local SMEs sell overseas, targeting rising global demand for Korean fashion, beauty, food, and K-pop goods. Backed by Alibaba's global business unit, the platform will first connect Korean sellers with buyers in the U.S., Spain, France, and Japan, reaching up to 150 million consumers, with further global expansion planned.

Taobao Rides Growth Wave in Southeast Asia

Alibaba's Taobao is gaining momentum in Southeast Asia, with its English app downloads surging 350% YoY in Singapore and 400% in Malaysia. Launched in September 2024, the English-language app marks Taobao's first non-Chinese version. To boost regional growth, Taobao has partnered with Lazada, launching a fashion channel and offering free shipping on apparel, while enhancing cross-border delivery via Alibaba's global logistics. As of February 2025, Taobao ranks sixth in Singapore and eighth in Malaysia, trailing key rivals but growing steadily.

Retail Giants Shift Tariff Costs to China Vendors

Walmart is reportedly pressing Chinese suppliers for price cuts of up to 10% in response to U.S. tariff policies under the Trump administration. Despite being warned by China's Ministry of Commerce on March 11 against shifting tariff burdens, Walmart has held its position. Other retailers like Target and Costco are also asking suppliers to absorb part of the costs. Target, for instance, asked one vendor to split tariffs 50-50. Meanwhile, Amazon sellers are raising prices to offset rising FBA fees, but nearly 60% still report lower profits year-on-year.

AuGroup Logs 23% Sales Growth in 2024

Shenzhen-based AuGroup reported 2024 revenue of 10.71 billion RMB ($1.47 billion), up 23.34% YoY, driven by strong sales in furniture, home appliances, and power tools, along with expanded logistics operations. Furniture and home appliances brought in 6.74 billion RMB ($922.20 million), rising 14.6%, while power tool sales jumped 113.6% to 740 million RMB ($101.25 million). Sales of consumer electronics and other products dipped 2% to 786 million RMB ($107.54 million).

Top Amazon Seller Zibuyu Returns to Profit in 2024

Zibuyu Group reported 2024 revenue of 3.325 billion RMB ($454.94 million), up 10.83%, with net profit surging 156.7% to 151 million RMB ($20.66 million)—marking a return to profitability. Gross profit rose 26.39% to 2.471 billion RMB ($338.09 million), driven by improved product operations and optimized inventory that cut impairment and storage costs. Around 98% of revenue came from third-party platforms like Amazon, Temu, and TikTok, while sales from its own DTC site dipped slightly to 28 million RMB ($3.83 million).

AR Glasses Drive 600% Sales Spike on AliExpress

AliExpress saw daily AR/VR eyewear sales surge 600% during its March anniversary sale, with brands like XREAL and Rokid driving growth. Emerging categories such as camping gear and Hi-Fi headphones also gained traction. The entry of Unitree Robotics further boosted consumer electronics, while the platform's "Big Save" initiative aims to help 1,000 brands surpass $1 million in sales this year. Key growth categories for 2025 include smart robots, energy storage batteries, AR glasses, IP toys, and scooters.

Aiper Secures 1 Billion RMB to Expand Global Pool Robot Market

Aiper, a leading pool robotics company, has raised nearly 1 billion RMB ($136.83 million) in a new funding led by Fluidra, with participation from Yunqi Partners and increased backing from existing investors like XVC and FOSUN RZ Capital. Aiper is already the top online seller and has entered over 7,000 major accounts across Europe and North America. CEO Wang Yang said the company will deepen its focus on mature Western markets while expanding into emerging regions such as the Middle East, Latin America, and Asia-Pacific.

Ex-Shein Exec's CAGUUU Secures Funding for Japan Market Push

CAGUUU, a cross-border furniture platform founded by former Shein Japan head Sam Liu, has raised 650 million yen ($4.41 million) in a Series A round, bringing total funding to 950 million yen ($6.45 million). The new funds will support team expansion, product development, and service upgrades. By partnering with Chinese manufacturers, CAGUUU aims to offer high-quality, affordable furniture to Japanese consumers, with plans to scale globally.

China Rolls Out Tariff Retaliation on U.S. Goods

In response to new U.S. tariffs on Chinese imports, China will impose an additional 34% tariff on all U.S.-origin goods starting at 12:01 PM on April 10, 2025. Existing tariff reduction policies remain in place, but the new tariff will not qualify for exemptions. Shipments that depart before the cutoff and arrive between April 10 and May 13 will be exempt from the new duty.

Hangzhou E-Commerce Zone Tops 200 Billion RMB in Trade

Hangzhou's Cross-Border E-Commerce Pilot Zone, China's first of its kind, has recorded over 200 billion RMB ($27.37 billion) in total trade over the past decade, with exports topping 150 billion RMB ($20.52 billion) and annual growth rates of 31.7% for overall trade and 43.9% for exports. The zone now supports 65,000 businesses and connects with over 200 countries and regions. It has become a model for China's 165 pilot zones across 31 provinces, accelerating the country's global e-commerce expansion.

• TikTok Shop Expands to France, Germany, and Italy

• TikTok Shop Targets Top E-commerce Sellers with New Service

• TikTok Restructures Amid U.S. Struggles

• AliExpress Rolls Out New Advertising Feature to Boost International Traffic

• SHEIN Brings Affiliate Program to Australia

• Trendyol Focuses on EMEA Growth with New Strategies

• MINISO's TOP TOY Targets Global Expansion with 1,000 Stores by 2029

• VIVO Eyes 70% Overseas Revenue by 2027

• CHAGEE Files for U.S. IPO After Surging Tea Sales

• Pop Mart Plans 100% Growth in Overseas Markets This Year

• China's Cross-Border E-Commerce Value Soars 10.8% in 2024

TikTok Shop Expands to France, Germany, and Italy

TikTok Shop is now available in France, Germany, and Italy, marking a key step in its European expansion. The platform is partnering with local sellers to diversify its offerings, with major retailers like Carrefour, About You, and Cosnova already on board. Following its December 2024 launch in Spain and Ireland, this expansion strengthens TikTok Shop's presence in Europe, positioning the region as a critical market amid ongoing challenges in the U.S.

TikTok Shop Targets Top E-commerce Sellers with New Service

TikTok Shop has launched a new brand management service targeting top e-commerce sellers from both China and abroad. The program is open to two types of sellers: cross-border merchants from platforms like Amazon, DTC brands, SHEIN, and Temu, as well as leading domestic sellers from Tmall, JD.com, and Douyin, all of whom must meet annual revenue criteria. The service will focus on six key categories—menswear, womenswear, sports & outdoor gear, loungewear, footwear, and bags—sectors with high consumer demand.

TikTok Restructures Amid U.S. Struggles

Blake Chandlee, TikTok's Head of Advertising Sales, will leave the company on April 1, with his division, Global Business Solutions (GBS), merging into the Global Monetization Product Technology (GMPT) team. This move is part of a larger shake-up, with at least eight executives departing in 2025. TikTok's U.S. e-commerce unit missed its 2024 targets, leading to intervention from ByteDance's leadership in China.

Despite heavy investment, returns in the U.S. market have been disappointing, prompting staff cuts following overhiring in 2024. ByteDance still has high hopes for the U.S. market, aiming for a nearly 200% growth in U.S. e-commerce, which is the highest regional target for 2025.

AliExpress Rolls Out New Advertising Feature to Boost International Traffic

AliExpress is launching an enhanced "Off-Site Promotion" feature on April 1, collaborating with leading global media platforms for paid ads to attract high-quality international traffic. Currently available to cross-border POP (self-operated) sellers, the platform will co-invest with merchants, covering at least 60% of the additional subsidy costs. Merchants who join in the first month can access up to 14% additional subsidies during major sales events via in-platform codes.

SHEIN Brings Affiliate Program to Australia

SHEIN has launched its affiliate marketing program in Australia, allowing content creators, influencers, and e-commerce sellers to monetize their influence. Already successful in markets like the U.S., U.K., Canada, Germany, Italy, Spain, and Mexico, the program enables affiliates to earn commissions from sales through unique links. They can also access exclusive promotions, early product launches, seasonal campaigns, and special discount codes, while using advanced analytics to track and optimize their earnings and collaborate with brands on SHEIN marketplace.

Trendyol Focuses on EMEA Growth with New Strategies

Alibaba's Trendyol revealed its expansion strategy at a press conference in Istanbul, aiming to reach 12 million international users by the end of 2025 and strengthen its position in the EMEA region. The company is focusing on accelerating growth in Central and Eastern Europe, particularly Romania, where it has 1.5 million active users and has sold over 16 million products. Trendyol's strategy includes enhanced localization, seller support programs, and tech investments to solidify its market leadership.

MINISO's TOP TOY Targets Global Expansion with 1,000 Stores by 2029

On March 22, TOP TOY unveiled its global expansion plan, aiming for over 50% of revenue from overseas sales, a presence in 40+ countries, and product availability in 150+ countries by 2029. Launched by MINISO in 2020, TOP TOY specializes in products like blind boxes, building blocks, and collectible figurines, generating 980 million RMB (135.03 million USD) in 2024, marking a 45% growth and its first profitable year. The company began its global push in late 2024, opening stores in high-end malls in Thailand, Indonesia, and Malaysia, with plans for 1,000+ stores in 100 key shopping districts worldwide by 2029.

VIVO Eyes 70% Overseas Revenue by 2027

VIVO's COO, Hu Baishan, revealed that the company's overseas revenue now exceeds 50%, with plans to reach 60% next year and 70% the year after. Since expanding globally in 2014, Southeast Asia has been VIVO's primary market, where it holds 13% of the region's market share, ranking fifth in 2024. India is VIVO's largest overseas market, offering premium products priced above $600. While VIVO has no immediate plans to enter developed markets like the U.S. or Western Europe, Hu suggested the company may consider these markets in 3-5 years with innovative products targeting high-end users.

CHAGEE Files for U.S. IPO After Surging Tea Sales

CHAGEE filed for its IPO with the U.S. SEC on March 26, reporting impressive growth, with GMV surging 734.3% in 2022 and 172.9% in 2023. The company's tea beverage sales exceeded expectations, reaching 29.4 billion RMB (4.05 billion USD) in 2024. CHAGEE leads the premium tea segment, holding over 30% market share, and achieved 12.405 billion RMB (1.71 billion USD) in revenue and 2.515 billion RMB (346.54 million USD) in net profit, with a 20.3% margin. The company operates 6,440 stores worldwide and plans to open 1,000 to 1,500 new locations this year, including its first U.S. store in April.

Pop Mart Plans 100% Growth in Overseas Markets This Year

Pop Mart's annual report, released on March 26, showed a 100% revenue increase, reaching 13.04 billion RMB (1.80 billion USD), surpassing 10 billion RMB (1.38 billion USD) for the first time. The IP series THE MONSTERS, led by LABUBU, generated 3.04 billion RMB (418.88 million USD), a sevenfold increase, surpassing the company's flagship IP, MOLLY. In North America, Pop Mart's revenue grew 5.6 times to 720 million RMB (99.21 billion USD), and Q1 2025 revenue has already surpassed the previous year's total. Chairman Wang Ning expects over 50% growth in 2025, with international markets, Hong Kong, Macao, and Taiwan contributing over 10 billion RMB (1.38 billion USD), aiming for total sales exceeding 20 billion RMB (2.76 billion USD).

China's Cross-Border E-Commerce Value Soars 10.8% in 2024

China's cross-border e-commerce import and export value reached 2.63 trillion RMB (369 billion USD) in 2024, marking a 10.8% YoY increase. Exports totaled 180.7 billion USD, ranking second globally behind the U.S. at 684.5 billion USD. Platforms like Tmall and AliExpress played a key role in driving this growth. In 2024, nearly 4% of Tmall's 498 billion USD GMV came from exports, with Singapore, South Korea, and Japan as key markets. AliExpress saw over 97% of its 61.2 billion USD GMV from overseas. Tmall dominates Southeast Asia while AliExpress leads in the U.S., France, and Spain.