With news of potential 245% tariffs on Chinese electric vehicles making waves across headlines—particularly from this Reuters report—many in the global trade space are left wondering: what does this mean for exporters, and how will brands adapt on both sides of the ocean?
As someone who works closely with businesses navigating the China market, this topic hits close to home. And as a marketer, I can’t help but reflect on how this tension will shift branding strategies—especially for those either exporting from China or trying to make inroads into China.
A Personal View: “Made in China” Has Evolved
I’ll be honest: I’m a self-confessed Taobao addict and an avid online shopper. Over the years, I’ve witnessed the evolution of “Made in China” first-hand—not just in product quality, but in innovation and the overall customer experience.
Today, if you’re willing to pay a slightly premium price, you’re rewarded with genuinely excellent products. What’s even more impressive is the service—driven by a culture of customer reviews, fierce e-commerce competition, and rapid digital advancement. Platforms like JD.com and Tmall don’t just deliver packages; they deliver seamless experiences. I’ve had items arrive within hours, backed by responsive customer service, flexible return policies, and even live-streamed product demos. It’s no longer just about affordability—it’s about intelligent design, smart logistics, and thoughtful innovation.
From Innovation Hubs to Homegrown Heroes
Since we’ve touched on innovation, we must talk about domestic brand dominance. One standout? Neiwai (内外)—a lingerie and lifestyle brand that has redefined female-centric marketing in China. It’s become a textbook example in case studies on emotional resonance, authenticity, and understanding local culture. Its “No Body is Nobody” campaign from 2022 opened up conversations on body inclusivity—resonating not only locally, but globally. To this day, the brand continues to set the standard for localised marketing and cultural resonance., proving that deep audience understanding and meaningful storytelling can drive both loyalty and impact.
Going Global: Beyond Borders
Naturally, if we’re discussing domestic champions, we also need to mention the ones winning abroad. Giants like ByteDance (TikTok), Shein, and Temu are reshaping consumer expectations in the West, bringing China’s supply chain strength and tech innovation to the world.
Yes, these companies come with their fair share of controversy, particularly around data, competition, and regulation—but their global impact is undeniable. They represent a new kind of soft power: one shaped by algorithms, aesthetics, and accessible pricing.
China’s Soft Power Surge
China’s ambitions extend well beyond e-commerce and tech, with growing investment in culture, sports, and the creative sector—fuelling both domestic growth and international influence. From global sports sponsorships to contemporary art, China’s outreach has broadened. According to the Global Soft Power Index by Brand Finance, China has climbed significantly, closing the gap with traditional Western soft power giants. Compared to 2020, China’s soft power score was 62.2, placing it in the top 10 globally, and in 2024, The score rose to 71.2, elevating China to 3rd place, overtaking Germany. In 2025, China achieved its highest-ever position at 2nd place, with a score of 72.8.
The increase in perception and influence is telling—China is playing a long game.
Eyes on Innovation & Economic Resilience
And let’s not forget AI and high-tech innovation. China has prioritised economic stability at home, placing strong bets on automation, electric vehicles, clean energy, and digital transformation. These are not just responses to global challenges—they’re strategic shifts that will affect every brand eyeing China as a growth market.
Final Thoughts
As trade barriers rise, so do the questions: How do we position our brand in a politically sensitive environment? How do we maintain trust while still leveraging China’s innovation and manufacturing strength?
In a time of rising tensions and shifting perceptions, it’s more crucial than ever to understand the local context, draw meaningful connections across markets, and approach global strategy with nuance and cultural sensitivity.
Curious about building a China-savvy strategy or adapting your brand for global audiences? That’s what I help businesses do every day. Let’s connect.
