Southeast Asia has attracted billions in manufacturing investment as companies diversify from China, but limited local supply chains, shifting U.S. tariffs and growing competition from Chinese goods are reducing the payoff.

From the Oculus’ struggle to serve competing audiences to China’s hypercompetitive app economy, two stories show how abundance can make it harder for retailers and brands to stand out.

The move would bring second-term duties back to about 20% as Washington and Beijing discuss extending their trade truce.

The EU is introducing a new levy on low-cost online imports, signaling a tougher stance on the surge of cheap goods from China while raising costs and complexity for cross-border e-commerce shoppers.

China’s low-cost e-commerce export model is losing momentum as rising air freight costs from Middle East conflict and weakening Western demand squeeze margins for platforms like Temu, Shein, and AliExpress.

Chinese luxury and premium beauty demand is showing early signs of recovery, offering global brands a rare growth bright spot as affluent consumers return to spending and discounting eases.

China’s industry saw profit gains concentrated in a handful of sectors swept up in the global artificial intelligence boom or benefiting from higher oil prices, masking fragility in the economy as overall earnings soared at the fastest in more than two years.

A global supply shock from the Iran conflict is unexpectedly boosting India’s cotton yarn exporters, as China pivots to cheaper, closer suppliers.

China remains the footwear superpower, but other countries continue to chip away at its lead. 

China’s pivot from supply-chain dominance to demand-driven innovation could prompt global brands to rethink product strategy, retail experience and agility.