In this episode of The Negotiation, host Todd Embley welcomes back WPIC CEO Jacob Cooke to share insights around two pivotal developments for global consumer brands: the framework trade agreement between the US and China, and China’s massive 618 shopping festival.
Jacob breaks down the implications of the new framework agreement between the US and China, explains how tariff policies are shifting brand strategies, and highlights key recommendations for both U.S. and non-U.S. companies looking to grow in the APAC region. He also shares what’s different about this year’s 618 shopping event, how platforms like Taobao and Xiaohongshu are integrating content and commerce, and which product categories are set to win big.
If you’re a global brand navigating China’s trade and consumer landscape, this is one episode you don’t want to miss.
Discussion Points:
- The latest updates from Jacob on the ground ahead of 618
- Key findings from WPIC’s June 2025 strategic tariff report
- What the US-China “London Deal” means for cross-border business
- Why 618 remains a crucial growth moment for international brands
- How platform integrations (e.g., the Red Cat Plan) are changing the game
- Growth sectors to watch: beauty, wellness, fashion, and baby care
- Jacob’s top 3 tips for brands to win during 618
What is The Negotiation?
Despite being the world’s most potent economic area, Asia can be one of the most challenging regions to navigate and manage well for foreign brands. However, plenty of positive stories exist and more are emerging every day as brands start to see success in engaging and deploying appropriate market growth strategies – with the help of specialists.
The Negotiation is an interview show that showcases those hard-to-find success stories and chats with the incredible leaders behind them, teasing out the nuances and digging into the details that can make market growth in APAC a winning proposition.