In this first installment of our two-part conversation with Professor Lizhi Liu, Todd sits down with one of the leading scholars shaping global understanding of China’s digital economy. Lizhi’s award-winning book, From Click to Boom, explores how political institutions and digital platforms co-evolved to fuel the world’s most sophisticated e-commerce ecosystem.

In this episode, Lizhi walks us through her academic journey, what sparked her interest in the political economy of tech, and the research that shaped her landmark book. She explains the scale and speed of China’s e-commerce boom, the institutional innovations that enabled it—from digital payments to logistics networks—and the profound social transformations that followed. We also take a deep dive into the rise of “Taobao Villages,” exploring how rural communities leveraged online commerce to reshape livelihoods and migration patterns.

Listeners will come away with a deeper understanding of how China built the most advanced e-commerce market in the world—and why similar growth hasn’t taken place in Western economies.

Discussion Points (Part 1):

• Lizhi’s academic background and path into studying the political economy of Chinese tech
• What led to the research behind From Click to Boom
• The global scale of China’s e-commerce market and how it compares to the West
• Foundational institutions that unlocked China’s e-commerce growth: payments, logistics, governance mechanisms
• Broader social and economic impacts of digital commerce, including rural revitalization
• The rise and significance of Taobao Villages

In this episode of The Negotiation, host Todd Embley sits down with Elysia Guo, a rising voice in China’s influencer economy and an entrepreneur who has built a unique career at the intersection of strategy, creativity, and digital influence.

Elysia shares her journey from a strategy consultant to becoming a full-time content creator and brand collaborator, offering an inside look into China’s fast-moving social marketing landscape. She discusses how she built her online presence, what brands look for when working with influencers, and what differentiates China’s major social platforms such as Douyin, Xiaohongshu, and WeChat.

The conversation also explores the latest lifestyle and consumer trends shaping spending behavior among Chinese Gen Z and millennials, as well as actionable advice for international brands aiming to make an impact in China’s complex and competitive digital space.

Discussion Points:

· Elysia’s career journey from consulting to entrepreneurship and influencer marketing

· The current job market for young professionals in China

· How influencers like Elysia collaborate with brands and what they look for in partnerships

· The most effective marketing strategies for brands in China’s digital ecosystem

· Differences between major platforms: Douyin, Xiaohongshu, and WeChat

· Why Xiaohongshu stands out as a hub for product discovery and brand storytelling

· Emerging lifestyle and consumption trends among Chinese consumers

· Advice for international brands entering or expanding in China

In this episode of The Negotiation, host Todd Embley welcomes back Olivia Plotnick, Founder of Wai Social and one of the most insightful voices on Chinese consumer culture and digital marketing.

Olivia recently embarked on a remarkable journey across 32 cities in China over 60 days, immersing herself in the country’s diverse regional cultures and uncovering how people live, shop, and connect with brands today. From Tier 1 cities like Shanghai and Beijing to emerging urban centers, Olivia shares her firsthand observations of the evolving Chinese consumer landscape — revealing both common threads and striking regional contrasts.

The conversation explores the resurgence of offline retail, the growing influence of local brands, and what international businesses can learn from how China’s next generation of consumers engage with products, experiences, and storytelling. Olivia also reflects on her favorite moments from the road and offers advice for brands and travelers alike seeking an elevated understanding of today's modern China. Enjoy!

Discussion Points:

· What inspired Olivia’s 60-day, 32-city journey across China

· High-level takeaways about Chinese consumer trends and culture

· Differences in consumer behavior between major cities and emerging markets

· How offline retail and experience-driven shopping are evolving

· Insights into how Chinese and international brands connect differently with consumers

· What the trip revealed about the next generation of Chinese shoppers

· Stories and standout moments from her travels

· Olivia’s personal recommendations for cities to visit in China