“When the winds of change blow, some build walls and others build windmills.”
— Chinese Proverb
I just wrapped time in Shanghai for Impact.com’s IPX China event and then onto Beijing to explore, and here’s the headline:
China is shifting from a “Made in China” strategy—manufacturing for the world—to a “Created in China” strategy—building and scaling their own global brands.
That shift is creating one of the biggest opportunities in affiliate and partnerships today.
Chinese brands are aggressively looking to establish presence in the U.S. and Europe. And globalization, done right, means everyone benefits.
Chinese brands get access to new customers.
U.S. affiliates get new budgets, products, and content to monetize.
U.S. advertisers can tap into cross-promotions and global audiences.
This is the China-Out strategy. And it’s real.
What You’ll Get in Chaos to Grow
• Why “Created in China” is the next big wave of eCom growth
• How affiliates can monetize this shift
• How U.S. advertisers can collaborate, not compete
• Why globalization done well helps everyone
From the Trenches: The China-Out Playbook
Created in China = Global Ambition
The “Made in China” story was about supply chains.
The “Created in China” story is about brand equity.
We’re seeing Chinese companies come to the U.S. with aggressive budgets, professional marketing teams, and a hunger for local expertise.
Affiliates Are the Bridge
U.S. affiliates can be early market guides—educating customers, building trust, and translating brand stories.
Biggest opportunities include content and review sites introducing new products, influencers humanizing brands that feel unfamiliar, comparison and deal sites giving instant visibility, and card-linked, loyalty, and promo paths converting price-sensitive shoppers.
U.S. Advertisers Can Win Too
Partnership isn’t one-way. U.S. advertisers can cross-promote with Chinese brands expanding stateside, co-brand campaigns targeting diaspora and global audiences, and use affiliate networks to expand reach into Asia in return.
Globalization Lifts All Boats
This isn’t just about Chinese brands entering the U.S. It’s about the world becoming more connected. More product choice for consumers. More revenue streams for affiliates. More partnership opportunities for advertisers.
When we embrace globalization, everyone grows.
The Complexity Requires a Guide
The U.S. market is messy, nuanced, and fiercely competitive.
Chinese brands that try to go it alone will struggle. That’s why they need local agencies like Chief of Chaos to recruit and manage the right affiliates, structure dynamic commissions, localize offers without losing margin, and navigate compliance and platform rules.
Your Weekly Chaos Challenge
If you’re an affiliate, ask yourself: what new international brands could I partner with early and grow alongside as they expand into the U.S.?
If you’re a U.S. advertiser, ask yourself: what global partnerships could I form that bring me access to fresh budgets and new audiences?
Final Thought
The world isn’t just “Made in China” anymore.
It’s Created in China.
And that shift, powered by globalization, is opening the door for affiliates, advertisers, and agencies to collaborate in ways that create growth on both sides of the Pacific.
At Chief of Chaos, we’re in the middle of it, helping brands navigate the bridge between East and West.
—Matt Frary
Chief of Chaos
