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As US orders fade, Chinese salespeople face tough grind in new markets

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January 20, 2026

China sold more goods to the world than ever in 2025, but export saleswoman Aimee Chen says it was the hardest of her roughly two-decade career. After US President Donald Trump‘s tariff hikes led to US orders plunging by a third, Chen’s pet products company moved to diversify geographies, chasing new and often lower-income markets like South America. The response mirrored China’s official trade policy, which led to a record $1.2 trillion surplus for 2025 despite new trade barriers. 

Chinese flags flutter near containers stacked at the Yangshan Deep Water Port in Shanghai, China January 13, 2022. Picture taken January 13, 2022 – REUTERS/Aly Song/File Photo

Reuters interviews with 14 salespeople working on the frontlines of China’s export diversification push, however, reveal the costs and caveats behind the rosy headline trade figures. Four of the salespeople said that orders from the new markets were often smaller in volume and less lucrative than US sales, resulting in lower commissions and pay. Government data show profits at China’s industrial firms fell 13.1% year-on-year in November, the fastest pace in over a year. 

Many of the employees also described longer working hours as well as greater intensity and uncertainty amid the export boom. “I’m very anxious,” said Chen, ⁠adding that she had recently experienced stress symptoms like hair loss and insomnia. 

Mingwei Liu, director at the Center for Global Work and Employment at Rutgers University, said that China’s export strategy in alternative markets depended on firms chasing high volumes of cheap orders. Companies that succeed often give clients longer payment cycles and bear higher default risks, he ⁠said. 

“This market reorientation increases the labour intensity, the emotional burden and income uncertainty faced by workers in export sales,” Liu said. China’s commerce ministry and human resources ministry, as well as the office which manages the cabinet’s media queries, did not respond to requests for comment.

China and the US have grown increasingly interconnected since Beijing’s 2001 accession to the World Trade Organization. Their relationship has also become more imbalanced, with their respective economic policies favouring production in the former country and consumption in the latter. 

Some American retailers and Chinese producers have said they ‍developed relationships that were so ‌close that they could anticipate each other’s needs and red lines, making deals feel almost automatic. Chen, for instance, described her past interactions with US retailers in largely glowing terms. Clients in the world’s largest ⁠economy were often “easy-going” and signed deals quickly, she said. 

By contrast, customers in new ‌markets like to haggle on price, she said. Chinese shipments to the US fell 20% in 2025, though it remains a top export destination. Shipments rose 25.8% to Africa, 7.4% to Latin America, ‌13.4% to Southeast Asia, and 8.4% to the European Union last year.
 
While Washington and Beijing have had previous trade disputes, tensions escalated after Trump took office at the start of 2025. He raised tariffs to over 100% in April, before partially reversing and settling for a fragile detente. His re-election sent China’s export-oriented industrial complex into a rat race for foreign demand across the world.

Monica Chen, who has been selling auto parts for more than a decade in the eastern Zhejiang province, had long relied on email to keep business going. But with US tariffs in place, she’s had to fight harder to win business. That means ‍ramping up business travel to as much as three times a month and cold-calling prospects. 

“It’s very hard to develop new markets, they are basically saturated,” said Monica, who isn’t related to Aimee Chen. Her company ultimately responded by cutting prices to undercut other Chinese firms that are also looking for buyers abroad. The firm’s orders were down a third in value from 2024, Monica said. 

With profits falling, companies have placed pressure on their ‌sales agents. Cici Lv, 24, who has sold electric bicycle ⁠batteries since ​2022 from the southern city of Shenzhen, earns about 5,000 yuan ($717) per month- not much more than workers in the factories that produce such units. 

But while workers’ shifts ⁠come to an end, Lv ​said she is constantly on the clock talking to foreign clients. One of her peers, Rowan Wang, a sales rep for an exporter of agricultural equipment in eastern China, summed up the demands as “if we’re alive, we have to reply.”

Five of the salespeople also described struggles to manage less-affluent clients in markets with which they have little familiarity. Lv said she traded messages with one client for months, discussing everything from news events to ​lunch choices and religion. He eventually ordered just one battery, earning Lv a commission of less than $2.

A review of the top 100 most liked export-related posts on social media platform RedNote in the six months to mid-January found 37 that raised complaints about heightened job stress. Another six complained about unprofessional client interactions.

“Sometimes it messes with your mind,” ⁠said Lv, who said she’s fielded relationship proposals. The hardship described by the sales staff may be an early warning that ⁠China’s trade diversification success in 2025 could be hard to replicate in the years ahead, said Chen Bo, senior research fellow at the National University of Singapore’s East Asian Institute.

Economists have long argued that China has to develop local markets if it wants to end its deflationary cycle. Weak consumption pushes Chinese producers to compete overseas, often against each other, which brings revenue into the economy but erodes profits, Chen said. China “can’t maintain sustainable economic growth by relying on foreign markets,” the academic said. 

© Thomson Reuters 2026 All rights reserved.



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Jeanne Friot, Études Studio and Valette Studio shine on opening day of Paris Fashion Week

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January 21, 2026

Paris Fashion Week Men’s opened on Tuesday, putting French creatives centre stage. Before Pharrell Williams’s Louis Vuitton show, Jeanne Friot, Études Studio and Valette Studio unveiled their Autumn/Winter 2026 collections.

Jeanne Friot: a queer manifesto to rouse Fashion Week

With her “Awake” show, Jeanne Friot literally brought her guests to their feet at the Théâtre du Rond-Point des Champs-Élysées. Making her debut on the official calendar, the French designer opened the Paris proceedings with a high-octane performance that, true to form, championed LGBTQI+ causes.

Jeanne Friot – Fall-Winter2026 – 2027 – Menswear – France – Paris – ©Launchmetrics/spotlight

The unveiling of Jeanne Friot’s Autumn/Winter 2026 collection, blending runway and choreography conceived with choreographer Maud Le Pladec and the Ballet de Lorraine company, could not have felt more timely given recent headlines and the American president’s posturing. The thirty-something designer issued a call to wake up, with several dancers wearing T-shirts emblazoned with the slogan “It’s never too late to fight fascism.

Beyond words, the designer opened with three powerful womenswear looks: a black tweed suit with a cropped jacket; a cocktail dress reimagined in a tartan of silver, red and purple sequins, worn by a model with gothic make-up; and a jacket-and-mini-skirt ensemble in black faux leather, heightened by a play of metal straps and buckles—one of her signatures, applied horizontally or vertically to form skirts or dresses—always nodding to the queer wardrobe.

Soon, dancers—wearing tartan catsuits paired with thigh-high boots, faux-leather mini-shorts, colourful tulle tops or black sequin hoodies—launched into breathless choreography. Then came two women in generously cut suits, one black, the other white. The two models drew closer, stared each other down, touched and kissed intensely and at length, melding like yin and yang as, all around them, the troupe ratcheted up the intensity of their stagecraft. The tableau prompted a wave of approval throughout the Parisian theatre.

Jeanne Friot – Fall-Winter2026 – 2027 – Menswear – France – Paris – ©Launchmetrics/spotlight

Ever more exacting in her use of deadstock materials, the French designer introduced several other visually striking pieces, including a long black faux-leather coat worn over a bodysuit and teamed with metallic thigh-high boots, a houndstooth suit with a broad-shouldered jacket and micro-shorts, and an opulent dress featuring a tartan motif that unfurled from the waist into a train of colourful feathers—a true tribute to the queer community.

That community made its support unmistakable when Friot took to the stage to bow, prompting a prolonged standing ovation for a show that opened Paris Fashion Week Men’s with a bang.

Études Studio and its elegant seekers of sound

On Tuesday, for its show in the impressive Institut de Recherche et Coordination Acoustique, Études Studio staged a composition exploring the tonalities of tailoring. For this collection, christened “N°28 Résonances”, co-founders Aurélien Arbet and Jérémie Egry explained in their letter of intent that they drew inspiration from the origins of 1990s dance music and from the universe of American philosopher John Cage, who questioned the very concepts of music and silence.

Études – Fall-Winter2026 – 2027 – Menswear – France – Paris – ©Launchmetrics/spotlight

To pace their mixed show in soundproofed underground spaces, the French opted for powerful music, teaming with British artist Actress, who composed the soundtrack for a show charting new horizons for Études Studio.

Of course, the brand retained its velvet jackets, hefty canvas blousons with carefully worked washes and a few hoodies (with its logo in a circle of stars on the back), faithful to its utilitarian roots. But the label introduced a compelling, reimagined tailoring proposition, with no fewer than a dozen far more formal looks—straight-cut jackets, fluid trousers and layered shirts, waistcoats and roll-neck jumpers—in black, grey or earthy tones.

Études – Fall-Winter2026 – 2027 – Menswear – France – Paris – ©Launchmetrics/spotlight

Gold prospectors or sound seekers? Between Walkman headphones and cowboy hats, Études Studio refused to choose. Its earnest youths saw their wardrobe explore different material aspects—from worn-in finishes to contrasts between nylon and velvet—and a few chromatic accents, such as an intense purple puffer, or camo riffs on substantial, fuzzy knitwear in shades of green or blue, paired with long, wide scarves in matching hues. This season, the brand presented pieces in collaboration with Berlin-based Canadian artist, Jeremy Shaw.

These silhouettes were accompanied, for the first time, by leather or canvas bags bearing the brand’s logo. This leather goods range, developed in two sizes, should provide a growth driver for the independent creative label.

Valette Studio pays tribute to the New Romantics

Once again this season, Valette Studio’s fashion looked to the past. As the first day of Paris Fashion Week drew to a close, the French brand took over the Institut du Monde Arabe. In a basement room supported by large, thick stone columns, Pierre-François Valette unveiled his Autumn/Winter collection entitled “Les Nouveaux Romantiques”, born of a contemporary melancholy caused by the displacement of creation by image.

This season, Valette Studio focuses on color, frills and ruffles
This season, Valette Studio focuses on color, frills and ruffles – Samuel Gut

Accompanied by a rock soundtrack with wild percussion, later joined by a violin, the models wore a herringbone denim trench with matching skinny jeans, a short cream dress with a shirt collar and frills that cinched the waist and framed the chest, a black leather ensemble and Louboutins, in collaboration with Louboutin on this collection.

Another dress appeared heavy yet almost bounced, covered in frills and cut from a material that looks, to the eye, like balloon rubber. Perhaps the most striking pieces were two white skirts bearing a made-up face, a watercolour rendered alternately in blue and in orange, created by Teintures de France and inspired in particular by the legendary make-up of David Bowie, the pre-eminent figure of the New Romantics. The models were sometimes adorned with silver make-up swept along the outer corners of the eyes, another nod to the stars of this early-1980s movement. At the end of the show, Pierre-François Valette was warmly applauded by the many guests as he crossed the long room to take his bows.

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CWF acquires Catimini with support of founding couple, Paul and Monique Salmon

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January 21, 2026

Catimini: a name that resonates across France’s childrenswear market. And it is poised for a revival. On January 20, French baby and childrenswear specialist CWF announced the acquisition of Catimini.

CWF takes over Catimini to position it in the premium segment – Catimini

After several turbulent seasons under the ID Kids umbrella, marked by a drastic reduction in its store network from 2023 and a suspension of operations in 2024, Catimini is changing hands. The northern French group had taken over Catimini, along with several other brands from the beleaguered Kidiliz group, in 2020 but failed to restore the brand’s profitability; despite 18 million euros in revenue (per filed accounts) in 2021 and 2022, it posted multi-million-euro losses.

In formalising the deal, without disclosing the amount, Children Worldwide Fashion said it had brought the brand’s founders, Paul and Monique Salmon, who launched the label in 1972, on board.

“Catimini was born of a free and creative vision of children’s fashion. Seeing it join CWF, in Vendée, where it took root, is an obvious choice. We share the same values of know-how, high standards and respect for the brand’s DNA, and I have no doubt about the teams’ ability to embody its codes, gestures and soul,” said Paul Salmon, who is supporting this handover, in a press release.

For CWF, the stakes are high: to restore the lustre of a house that has defined the creative wardrobe of generations of children, while integrating it into the logistical and commercial set-up that has enabled it to establish itself as a strong player on the global children’s luxury stage.

The Les Herbiers-based group built its reputation managing luxury licences (from Givenchy to Marc Jacobs and, more recently, Boss), and is now accelerating the development of its own brands. Alongside Billieblush, Catimini becomes its new in-house standard-bearer. Repositioned in the premium segment, the brand will draw on the group’s expertise as it seeks to reclaim its place in the market by reconnecting with the strongest elements of its DNA, with joyful, graphic fashion in which its signature red is set to play an important role.

CWF is also announcing a first collection for spring/summer 2027, comprising 150 styles for ages 2-14, including accessories, footwear and a gift offering for babies. This comprehensive proposition should quickly find its place within the Kids around network, the group’s multibrand concept, which already boasts 85 stores in 29 countries. The French market accounts for more than a third of the group’s revenue, with CWF Fashion reporting 210 million euros in 2024, according to filed accounts.

To mark this new chapter, CWF intends to make a statement. The group will unveil the first looks of this “new” Catimini on March 11, at a special catwalk show at the Palais de Tokyo in Paris. A deliberate choice of venue, as the site hosts numerous fashion shows during fashion weeks. A symbol of CWF’s determination to bring its premium expertise to Catimini across the board.

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Nike changes Greater China leadership in bid to recapture growth

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Bloomberg

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January 21, 2026

Nike Inc.’s top executive in Greater China, Angela Dong, is stepping down as the sportswear company looks to reverse a sales decline in the market. 

Angela Dong – Nike

Dong will leave Nike on March 31, the company said in a statement. She’ll be replaced by Cathy Sparks who was previously leading the Asia Pacific and Latin America division. Nike also announced changes for the leadership of the Europe Middle East and Africa division. 

The leadership changes suggest Nike is looking at a new strategy for Greater China. Chief Executive Officer Elliott Hill has recaptured some of Nike’s momentum since taking over, but China remains a key challenge, with sales plunging 17% in the latest quarter.

He said in December that China is “at the top” of the company’s list of priorities, and stressed the company needs to move faster. 

Nike shares fell less than 1% in extended trading in New York. The stock fell 16% last year, the fourth consecutive annual decline.  
 



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