Selling to the New Chinese Consumer: An E-Commerce Guide

China’s consumer market continues to present opportunities for California exporters—if approached with focus and the right strategy. Despite headwinds, demand is strong in health, hygiene, and innovation-driven categories, while premium segments like juice, instant coffee, and specialty products are seeing notable growth.

Success in this evolving market depends on understanding both the new Chinese consumer and the platforms that reach them. Traditional giants like Tmall and JD.com remain vital, but new players are reshaping the e-commerce landscape. Douyin (China’s TikTok) is driving explosive growth through livestreaming, now a $675 billion market, while Pinduoduo is moving from ultra-low prices toward higher-quality offerings.

For exporters, the strategic challenge is choosing the right “where to play” channel:

• Tmall Global offers premium positioning for brands that can justify higher prices with innovation and quality.
• JD Worldwide delivers consumer trust through authenticity and end-to-end logistics—critical for healthcare and technology products.
• Pinduoduo is best suited for high-volume, mass-market categories, while also providing valuable consumer insights.

For California companies, pragmatic partnerships and platform alignment are key to winning in China. The China International Import Expo (CIIE) is one of the most effective entry points, offering direct access to distributors, e-commerce enablers, and enterprise buyers.

Through its California Pavilion and trade delegation, the Bay Area Council provides companies with the visibility and connections they need to test strategies and lay the foundation for long-term success in this dynamic market.

To learn more about joining the California Pavilion at CIIE, contact Global Initiatives Director Laurent Arribe.