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.”
The landscape of institutional debt markets is undergoing a profound structural shift on July 21, 2026, as major corporate issuers and commercial banks rapidly accelerate the deployment of tokenized debt instruments. Data published by leading capital market consortiums indicates that primary issuances of digital commercial paper and tokenized corporate bonds have reached record volumes this month. By moving legacy debt origination, underwriting, and secondary distribution onto permissioned distributed ledgers, corporate treasurers are unlocking unprecedented operational flexibility and instantaneous cross-border liquidity.
The adoption of tokenized debt is fundamentally altering how enterprise balance sheets manage short-term liquidity needs. Traditional corporate bond settlement cycles historically required multi-day clearing processes involving numerous intermediaries, custodial entities, and clearinghouses. Through programmable smart contracts on distributed ledgers, issuers can now execute atomic settlement—enabling continuous, 24/7 access to institutional capital pools. This instantaneous clearing mechanism drastically reduces counterparty risk, eliminates costly settlement friction, and allows treasury teams to dynamically optimize working capital in real time.
A major catalyst driving this institutional migration is the establishment of comprehensive digital asset regulatory frameworks across major financial hubs. Clear legal guidelines regarding ledger-based securities ownership have provided institutional compliance officers with the regulatory confidence necessary to transition multi-billion-dollar liquidity facilities onto digital platforms. Furthermore, the integration of automated regulatory reporting directly into token smart contracts simplifies ongoing compliance audits, ensuring that secondary market trades automatically enforce investor accreditation limits and tax withholding requirements.
For chief financial officers and institutional portfolio managers, tokenized debt represents a fundamental evolution in fixed-income strategy. Companies that embrace ledger-based debt structures gain direct access to a broader, global base of digital-native institutional investors while substantially reducing borrowing overhead. As ledger interoperability continues to improve across global exchanges, tokenized debt is poised to become the standard infrastructure for global corporate finance.
Private credit has firmly established itself as a foundational pillar of global financial markets in 2026, transitioning from an alternative asset class into a dominant mechanism for middle-market corporate financing. Reports published in mid-July 2026 show that direct lending assets under management have expanded significantly, as corporate borrowers increasingly bypass traditional syndication desks in favor of customized private debt solutions. This structural migration has fundamentally altered corporate liquidity dynamics, providing middle-market enterprises with reliable access to tailored capital packages even during periods of regulatory bank tightening.
The primary driver of this continued growth is the structural flexibility inherent in private debt agreements. Unlike public bond markets or conservative commercial bank loans—which often carry rigid covenants and slow underwriting timelines—private credit funds offer speed of execution, flexible payment-in-kind structures, and customized debt-service frameworks. For companies undertaking strategic acquisitions, capital expenditures, or complex balance sheet recapitalizations, the ability to negotiate directly with a unified syndicate of private lenders provides significant certainty and confidentiality.
However, the expansion of private credit is attracting heightened regulatory attention and risk scrutiny. Financial regulatory bodies are closely evaluating the lack of secondary market price discovery and the potential concentration of illiquidity risks within non-bank financial institutions. Because private debt instruments are held to maturity and marked to model rather than marked to market, evaluating real-time enterprise valuations during economic shifts requires robust internal credit assessment standards. Analysts note that as loan portfolios mature, performance variations between disciplined lenders and aggressive underwriters will become increasingly apparent.
For corporate financial officers and institutional portfolio managers, private credit represents both a powerful strategic tool and a vital diversification strategy. Borrowers must weigh the higher nominal coupon rates of private debt against the tangible value of operational flexibility and execution certainty. Meanwhile, investors must maintain rigorous credit due diligence, prioritizing funds with proven restructuring capabilities and deep operational expertise in underwriting resilient middle-market businesses.
The integration of blockchain technology with legacy financial markets has reached a decisive tipping point in July 2026, driven by the rapid scaling of Real-World Asset (RWA) tokenization. Major global investment banks, custodial entities, and asset managers are actively shifting sovereign debt, commercial paper, and private fund shares onto permissioned distributed ledgers. Recent industry data confirms that the aggregate market capitalization of tokenized treasury products and private credit funds has surged past major milestones, illustrating that ledger-based settlement is no longer experimental, but core financial infrastructure.
The fundamental value proposition of asset tokenization rests on operational efficiency, continuous liquidity, and automated compliance execution. By embedding regulatory checks, investor accreditation limits, and automated coupon distributions directly into smart contract code, financial institutions eliminate vast amounts of manual back-office reconciliation. Furthermore, fractionalized ownership structures allow high-value asset classes—such as prime commercial real estate and private equity funds—to be split into accessible units, significantly expanding liquidity pools and enabling real-time collateral optimization.
A key catalyst behind this institutional momentum is the establishment of comprehensive regulatory clarity across major financial jurisdictions. The implementation of standardized digital asset frameworks in the United States and Europe has provided institutional compliance officers with the legal certainty required to deploy capital on-chain. As a result, premier custodian banks are now offering unified digital asset custody, seamlessly bridging traditional securities depositories with programmable ledger ecosystems.
Looking forward, the maturation of tokenized assets will continue to transform secondary market trading and treasury management. Corporate treasurers can now yield-optimize idle cash in real time by moving into tokenized money market instruments that settle instantaneously on a 24/7 basis. To remain competitive, financial leaders must ensure their institutional architectures are interoperable with modern digital ledger protocols, positioning their organizations at the forefront of modern capital market efficiency.