1、 2025 WPIC Marketing+TechnologiesSUCCEEDING IN A TIME OF TARIFFSJune 2025Table of Contents2Succeeding in a Time of TariffsThe View from Beijing:A Letter from Jacob Cooke0305081620Summary of Latest U.S.China Trade Policy Developments(20242025)Strategic Guidance for American BrandsOpportunities in Chi

2、na for Non-American BrandsConclusionThe View from BeijingGreetingsGreetings fromfrom BeijingBeijing.As I write this,the energy on the ground hereis surprisingly upbeat.Chinese consumerconfidence has been on the rise in 2025,buoyed by government stimulus.Retail salesclimbed 5.1%in the month of April,

3、andChinas Labour Day holiday at the beginningof May set record highs in the number oftravelers and overall spend.The market isbuzzingwithactivityespeciallyonline.Perhaps contrary to what the headlines abouttariffsandtensionssuggest,Chineseshoppers havent put away their wallets.This renewed consumer

4、confidence has beena bright spot amid the U.S.China trade war.Even as geopolitical tensions escalated acrossthefirsthalfof2025,Chinasmassiveconsumer base has been eager as ever forinternational goods.Walking through Beijingsshopping districts or scrolling through Tmall,Isee foreign cosmetics,fashion

5、,supplements,and baby products flying off the(digital)shelves.Theappetiteforhigh-quality,imported brands is alive and well,reinforcedbyayoungergenerationthatsgloballyminded and digitally savvy.From my vantage point,the lesson is clear:China should be viewed as a critical growthpillar for brands worl

6、dwide.Yes,global tradepolicies are in flux,and yes,doing businesshasgottenmorecomplex.ButthefundamentaldemandfromChineseconsumersisstrong.Theyreconfident,theyre spending,and theyre looking for thebest the world has to offer.In the pages that follow,our team at WPICMarketing+Technologies will break d