Unlocking China’s Cross-Border Boom with Tmall Global’s Nicole Lin

In this episode of The Negotiation, we are joined by Nicole Lin, Business Development Country Manager at Tmall Global. This conversation comes ahead of the China Cross-Border Summit in Los Angeles on October 16, 2025, co-hosted by WPIC and Tmall Global.

Nicole shares how Tmall Global is helping brands of all sizes access China’s enormous consumer market without requiring a local entity, explaining how bonded zones, logistics, and social commerce integrations make market entry seamless. She discusses the consumer-first philosophy at Alibaba, the latest trends driving growth on Tmall Global, and which categories—like beauty, wellness, supplements, premium food, and pet care—are seeing the biggest lift.

The episode also covers how international brands can localize, stand out, and succeed in China’s fast-paced digital landscape, plus a preview of what to expect at October’s summit in LA.

Discussion Points

• What brands can expect at the China Cross-Border Summit in Los Angeles this October
• What makes Tmall Global different from domestic e-commerce platforms
• How Chinese consumers discover and engage with brands in cross-border channels
• Why now is the right time for U.S. brands to enter the China market
• The top-performing consumer categories on Tmall Global in 2025
• Key lifestyle trends shaping China’s demand for international products
• Lessons from over 46,000 global brands already selling on Tmall Global
• How Alibaba helps brands localize through data, branding, livestreaming, and KOLs
• Practical first steps for brands that want to break into China