Beyond infrastructure and manufacturing, a growing number of Chinese consumer brands are setting up shop in the U.S. to win over American buyers directly—through localized design, marketing, and partnerships.
Appliance companies like Hisense and Haier are doubling down on North American branding campaigns. E-commerce brands such as Temu are offering aggressive pricing and user-friendly platforms to compete with Amazon. Meanwhile, EV companies are opening showrooms to educate consumers about unfamiliar but well-engineered Chinese models.
This consumer-facing push is a departure from the quiet, supply-chain-oriented strategies of the past. Now, Chinese companies are chasing visibility and customer loyalty—betting that brand affinity can outlast trade tension.
“Americans may care about where something is made—but they care more about value and quality,” said Lin Qiao, a branding executive in New York.
