China’s Consumer Comeback: Jacob Cooke Breaks Down 2024 Consumption Data

Apr 8, 2025

Jacob Cooke, Co-founder and CEO of WPIC Marketing + Technologies, reveals critical insights into China's booming e-commerce landscape. He highlights a remarkable revival in consumer confidence, driven by rising incomes and government support. The podcast delves into the rapid growth of platforms like Douyin and Xiaohongshu while examining shifts in consumer behavior towards premium products in sectors such as beauty, fashion, and pet care. Jacob discusses the importance of adapting to an omnichannel market and the dynamic opportunities for global brands.

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INSIGHT

China's Rebounding Consumer Confidence

Consumer confidence in China is rebounding strongly, driven by government stimulus and rising disposable incomes.
Premium product segments in beauty, fashion, and supplements are growing, signaling consumer optimism.

ADVICE

Omni-Channel Strategy for Brands

Brands should use an omni-channel approach combining Tmall, JD.com, and Douyin for best results.
Prioritize Douyin for quick, high-volume growth and Tmall for sustained, margin-focused growth.

INSIGHT

Xiaohongshu's Strategic Role

Xiaohongshu is poised for triple-digit growth and is crucial for brand discovery and e-commerce execution.
It allows smoother transitions from content to purchase with flexible delivery and fulfillment options.

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

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

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

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

Discussion Points

Why consumer confidence is rebounding in China—and what that means for international brands
Platform performance: Tmall and JD’s staying power vs. Douyin’s rise in social commerce
Xiaohongshu’s triple-digit growth trajectory and strategic role for brand discovery
Beauty and fashion trends: science-backed skincare, expressive makeup, men’s grooming
The suitcase boom: post-pandemic travel + lifestyle trends = experiential consumption
What’s fueling China’s demand for fish oil, vitamin B, and dietary fiber
Outdoor gear goes mainstream: cycling, skiing, hiking, and the crossover with fashion
Premiumization in pet care: what’s behind the $11.2B market
Rising spend in the mother and baby category despite falling birth rates
Key takeaways for brands: adopt an omnichannel, data-driven strategy for growth