Pictured here is Louis Vuitton’s new cruise ship-shaped store in Shanghai, China, on June 28, 2025.
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BEIJING — China’s economic slowdown isn’t discouraging U.S. and European brands from revamping their strategies to reach Chinese shoppers.
Instead, the allure of the world’s second-largest consumer market is forcing companies to adapt in the face of growing competition from local brands.
In the case of Kraft Heinz, getting more people in China to buy ketchup this year also meant hiring a local agency to help create catchy campaigns — decorating subway station columns to mimic ketchup bottles and promoting the condiment as a fresh twist on a popular dish: stir-fried eggs and tomatoes.
It’s a hard market to tackle, even for Shanghai-based marketing firm Good Idea Growth Network (GGN). The agency has witnessed at least five different waves of consumer trends in its 14-year history, founder Stephy Liu, said in Mandarin, translated by CNBC. “The gameplay keeps on changing.”
But GGN has succeeded even after rejecting an acquisition offer from British advertising giant WPP, Liu said, noting that about half of her clients are foreign brands.
While Kraft Heinz isn’t done with its China ketchup campaign yet, the company reported second-quarter net sales in emerging markets climbed by 4.2% from a year ago, helping offset declines in North America.
WPP explored a potential acquisition of GGN but did not end up going far in the process, according to a person familiar with the discussions.
Kraft Heinz did not immediately respond to requests for comment.
Localized social media
From Starbucks’ struggles to Lululemon’s successes in China, it’s become clear that the right mix of localization is essential.
“Among international brands in China, the winners are often dedicating more than 40% of revenue to marketing, especially content and platform-first marketing, while also iterating products locally based on market data,” said Jacob Cooke, co-founder and CEO of WPIC Marketing + Technologies, which helps foreign brands sell in China.
This year, Cooke said that Under Armour has created products under 100 yuan ($14) in order to attract a mass of buyers online, while using livestreams with dedicated users to then build fitness communities and sell more premium products offline.
ByteDance-owned Douyin has become an e-commerce force in the last few years since celebrities and companies started using the app for livestreaming sales during the pandemic. And by the numbers, there’s little question that jumping into the Xiaohongshu and Douyin world is worthwhile for businesses.
Adapting to that new social commerce ecosystem has become the biggest challenge for brands in the last two years, GGN’s Liu said. “Foreign brands will think, ‘Isn’t this just TikTok?'”
She warned that success requires a complex strategy that can involve changing everything from how a team is structured to the kinds of products sold. But the payoff is significant.
“In half a year, it can help you sell more than you sold on [Alibaba‘s] Tmall in two years,” Liu said.
Data is power
In addition to social media, a critical factor in many companies’ strategies is access to hordes of data on what consumers in China are buying.
Chinese e-commerce platforms, including Alibaba’s Tmall, share far more data on what’s popular than Amazon.com does, WPIC’s Cooke said. In China, “people generally know what their competitors are selling and what they’re selling for.”
With that granular data, Chinese makeup brand Perfect Diary was able to succeed by identifying a market pain point and creating a lipstick targeted at that lower price segment, Cooke said. He noted that’s pressured foreign brands to create China-specific products as well, a big shift over the last five years.
E-commerce platforms in China also often show rough figures on how many orders were placed per product, while third-party companies such as Syntun offer significant amounts of product rankings and other online sales data for free.
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In the case of Apple‘s iPhone 17 launch on Sept. 19, it was Chinese e-commerce company JD.com that released sales data for mainland China. The electronics-focused platform announced that the first minute of iPhone 17 series preorders surpassed the first-day preorder volume of last year’s iPhone 16 series.
Apple’s story also underscores how it’s possible to reignite local interest despite losing market share to domestic competition. Some customers in Beijing told CNBC that they liked the iPhone’s new cosmic orange color, and that more locals intended to buy their first iPhone this year since they’d heard about new attractive features such as larger internal storage.
China’s factories were quick to jump on the trend, releasing iPhone cases with a similar orange hue even before the 17 model was out.
“Winning brands are those that have established local R&D centers and on-the-ground product teams,” said Ashley Dudarenok, founder of ChoZan, a China marketing consultancy. “This allows them to spot trends early, develop products tailored to local needs, and launch them in months, not years. This is a significant departure from the past, where global products were often simply rolled out in the Chinese market.”
Cultural connection
Even with the right data and social media platforms, cultural integration is becoming increasingly important, especially as Chinese brands find success in tapping the country’s own history of artisanal craftsmanship.
“Brands are moving beyond superficial nods to Chinese culture,” Dudarenok said. She pointed out that Loewe partnered with jade carving masters, while Burberry teamed up with bamboo-weaving artists.
In contrast to LVMH’s luggage-shaped store in Manhattan, the Shanghai location taps into the Chinese city’s history as a port of entry for international travelers to Asia roughly a century ago.
The new store also captures the European brand’s roots in hand-crafted travel trunks — which contrasts with Chinese brands’ inability to offer the same emotional appeal, Joe Ngai, chairman of greater China at McKinsey, pointed out in a LinkedIn post.
“As Chinese customers grow in their confidence and desire for local elements,” he said, “creating more crossovers between West and East is one of the unique opportunities for multinationals in China.”
A turbulent week in the U.S. Treasury market prompted the Treasury Department to sharply increase the size of its long-term debt buyback program, as bond prices fell even while equity markets pushed toward record highs. The divergence has drawn attention from fixed-income strategists who see it as a signal of underlying investor unease about federal borrowing levels.
What Happened This Week
U.S. Treasury Secretary Scott Bessent told CNBC on Thursday, August 20, 2026, that the Treasury had doubled the size of its long-term debt buyback operations, moving from roughly $2 billion to at least $4 billion per operation. Bessent indicated the figure could climb further, saying “we’re going to increase the size of the buyback,” and noted the accelerated pace could exceed the announced $4 billion threshold per issue.
Buybacks allow the Treasury to repurchase outstanding government bonds directly from the market, which can help support prices and dampen yield volatility during periods of stress. The expanded program came as stocks staged a late-week recovery: the S&P 500 and Russell 2000 both advanced on Friday, August 21, even as Treasuries logged mild losses, according to Bloomberg market data.
Why Bond and Equity Markets Are Diverging
Capital.com senior market analyst Daniela Hathorn described the week’s dynamic as markets “ending the week on a softer tone after the relative calm of early August was disrupted by renewed pressure in global bond markets, another rise in oil prices, and growing uncertainty around the Federal Reserve’s next move.” She noted that higher long-term borrowing costs are increasingly challenging elevated equity valuations, even as U.S. equities pull back modestly from record highs.
This divergence — equities near record levels while bonds sell off is unusual and reflects two different sets of investor concerns. Equity investors have remained focused on corporate earnings strength, particularly from large technology companies ahead of Nvidia’s closely watched August 26 earnings report. Bond investors, by contrast, are more directly exposed to concerns about the scale of federal borrowing, highlighted this week by the national debt crossing the $40 trillion threshold for the first time.
The Fed and Treasury “Working in Opposite Directions”
Wilmington Trust senior bond portfolio manager Wil Stith told Yahoo Finance that current conditions reflect “the Fed and the Treasury basically working in sort of opposite directions,” adding that the imbalance will likely require the Federal Reserve which he described as having “the larger sandbox” to adjust the federal funds rate rather than relying on Treasury market interventions alone to manage yields.
Notably, the bond market’s reaction to the Treasury’s buyback expansion was relatively muted; strategists described the move as being largely absorbed without a major rally, suggesting the underlying pressure on yields stems from factors, such as inflation persistence and debt sustainability concerns, that a buyback program alone cannot resolve.
What Comes Next
Markets are now looking to two major events in the days ahead: Nvidia’s earnings report on Wednesday, August 26, and the Federal Reserve’s Jackson Hole Economic Symposium, running August 27-29. This will be the first Jackson Hole gathering under new Fed Chair Kevin Warsh, whose public communication style and policy signals remain less established than his predecessors’, according to market commentary from Regards of Wall Street.
For investors, the key metrics to watch are the size and frequency of future Treasury buyback operations, movements in the 10-year Treasury yield, and any policy signals from Warsh’s keynote address. Continued yield volatility alongside record equity valuations would suggest the market imbalance identified this week has not yet been resolved.
The global banking system is undergoing a comprehensive modernization of cross-border payment infrastructure. Driven by real-time settlement networks, open banking APIs, and interoperable messaging standards, financial institutions and multinational corporations are eliminating multi-day delays and reducing transaction costs associated with legacy international wire transfers.
Transition to Real-Time Gross Settlement Networks
Historically, international business-to-business (B2B) payments relied on complex correspondent banking relationships involving intermediary fees and processing delays. In 2026, the widespread adoption of ISO 20022 messaging protocols alongside interconnected Real-Time Gross Settlement (RTGS) systems allows direct, end-to-end processing of cross-border transfers.
Commercial banks are providing corporate clients with continuous, 24/7 payment clearing capabilities. Real-time transaction confirmation and automated FX rate locking allow international businesses to settle cross-border trade obligations within minutes, significantly reducing counterparty risk.
Central Bank Digital Currency (CBDC) Interoperability
Wholesale Central Bank Digital Currency (CBDC) pilot initiatives are reaching operational maturity across several key financial centers. Collaborative multi-CBDC platforms enable participating central banks and commercial institutions to settle foreign exchange and international trade transactions directly on shared distributed ledgers.
These wholesale digital currency networks eliminate traditional clearinghouse delays and minimize foreign exchange slippage. Enterprise treasury departments benefit from enhanced liquidity management, as cross-border cash balances can be deployed and repatriated instantaneously.
Corporate Treasury Transformation
For enterprise treasurers, instant cross-border settlement transforms cash management strategies:
– Working Capital Optimization: Reduced transaction float allows companies to lower precautionary cash reserves and optimize short-term liquidity investments.
– Automated Reconciliation: Enriched data formats embedded in ISO 20022 payment messages streamline automated general ledger posting and invoice matching.
– Reduced Processing Overhead: Account-to-account (A2A) real-time clearing bypasses costly intermediary correspondent banking fees.
Strategic Financial Priorities
1. Upgrade Treasury Systems: Ensure internal core enterprise software supports real-time ISO 20022 payment messaging standards.
2. Leverage Instant Clearing Rails: Utilize direct payment networks to lower cross-border transaction fees and eliminate settlement delays.
3. Evaluate Multi-Currency Liquidity: Modernize liquidity management frameworks to capitalize on 24/7 real-time settlement capabilities.
The global private credit market has solidified its role as a fundamental pillar of enterprise finance, expanding rapidly across middle-market lending, asset-backed finance, and infrastructure financing. As non-bank financial institutions capture a larger share of corporate debt origination, global regulatory bodies are increasing oversight to evaluate market transparency and systemic risk interconnections.
Growth Drivers in Direct Lending
Direct lending platforms have continued to attract substantial institutional allocations from pension funds, sovereign wealth entities, and insurance companies seeking attractive risk-adjusted yields. Private debt funds offer corporate borrowers customized financing structures, faster execution timelines, and confidentiality compared to syndicated loan markets.
In 2026, private credit managers are increasingly financing larger corporate transactions, providing multi-billion-dollar credit facilities for buyout deals and corporate restructurings. The flexibility of private debt contracts—featuring unitranche pricing and tailored covenant packages—has made direct lending the preferred capital source for middle-market enterprise sponsors.
Regulatory Scrutiny and Systemic Risk Assessment
The rapid growth of non-bank intermediation has drawn heightened scrutiny from financial regulators in North America and Europe. Because private debt agreements are negotiated privately without public exchange disclosures, central banks are evaluating potential vulnerabilities related to asset valuation consistency and fund liquidity profiles.
Regulatory agencies are introducing guidelines aimed at improving reporting standards for private investment vehicles managing institutional assets. Key focus areas include monitoring leverage ratios within private credit funds and evaluating indirect credit exposures between commercial banking institutions and private debt funds.
Navigating Elevated Refinancing Costs
With benchmark interest rates remaining elevated, private debt borrowers face higher debt service obligations on floating-rate credit facilities. Financial advisory firms report an increase in proactive liability management strategies, including payment-in-kind (PIK) interest options, equity infusions from sponsors, and covenant modifications.
Private credit managers with deep operational capabilities are actively working alongside portfolio companies to optimize working capital and maintain cash flow coverage ratios during periods of higher borrowing costs.
Key Financial Takeaways
1. Mainstream Asset Class: Private credit has expanded beyond niche alternative asset status into a core corporate finance solution.
2. Enhanced Transparency Standards: Regulatory frameworks are evolving toward greater disclosure requirements for private debt managers.
3. Proactive Risk Management: Lenders and sponsors must prioritize debt sustainability and active portfolio monitoring amid high benchmark rates.