E-Commerce Trends from China to Southeast Asia

Jianggan Li, Founder & CEO of Momentum Works, and Jeremy Au discussed:

1. Singles' Day 11/11 eCommerce: Jianggan shared his recent immersion trip to Hangzhou, where he observed China’s vibrant e-commerce and live commerce sectors. With Singles’ Day on November 11 approaching, he noted how this biggest shopping holiday in China has influenced shopping behaviors across Southeast Asia. Major platforms like Lazada and Shopee now promote Singles’ Day regionally and have inspired monthly events like 10.10 and 9.9 sales, reflecting how Chinese shopping culture has permeated the region’s markets. These frequent sales resonate with local consumers, and the rise of “payday promotions” as SEA brands continually invent new reasons to engage consumers between big sale events. This trend has raised demand for popular Chinese products, which occasionally leads to counterfeit goods, such as longjing "dragon well" tea.. He also highlights a visit to a logistics center in China, where human workers sort 3.5 million parcels daily, which rise to 8 million at peak periods, significantly contrasting Southeast Asia's relatively lower volume.

2. Trump vs. BRICS & Exporters: Reflecting on the US-China trade war, they outlined how supply chain shifts began during the 2016 Trump administration when tariffs on Chinese exports pushed some manufacturers to relocate to Vietnam and Cambodia. Although challenging, this diversification trend was essential for reducing tariff exposure and mitigating political risk. Chinese founders had to overcome frauds and scams in these frontier markets. The recent BRICS summit, with Southeast Asian nations like Malaysia, Indonesia, Vietnam, and Thailand joining as partners, highlights a shift toward a multi-polar economic strategy. A handshake between Xi Jinping and India’s Prime Minister Narendra Modi at the summit indicated efforts to ease border tensions while China maintained its role as India’s largest trading partner.

3. Singapore Suzhou Industrial Parks & Hangzhou: They examined the role of regional industrial parks, with a focus on the Suzhou Industrial Park, a collaboration with Singapore that set a model for attracting FDI and spurred local development. Both Jiangsu (Suzhou) and Zhejiang (Hangzhou) provinces now lead China’s wealthiest regions, each with a GDP per capita of about $20,000, double the national average. Suzhou’s FDI-driven approach contrasts with Zhejiang’s privatized clusters, where private entrepreneurs, such as those in Yiwu, naturally formed their own industries. This economic contrast highlights how both regions have fostered complementary ecosystems, with distinct founder “vibes” reflecting diverse business cultures.

Jeremy and Jianggan also discussed why China is holding off on a fiscal stimulus till America's election results, how Singaporean brands are entering America's “affordable luxury” niches which align with America’s higher GDP per capita, and the expansion of Chinese brands like Luckin Coffee and Chagee into the US market.


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Jianggan Li is the Founder & CEO of Momentum Works, a Singapore-headquartered venture outfit.
Prior to founding Momentum Works, he co-founded Easy Taxi in Asia, and served as Managing Director of Foodpanda. He is also the co-author of the book Seeing the Unseen: Behind Chinese Tech Giants' Global Venturing.

He holds an MBA from INSEAD and a degree in Computer Engineering from Nanyang Technological University. Apart from English and his native Mandarin, he is also fluent in French and conversational in Cantonese & Spanish.


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