What the US-China Tariff Reset Means for Brands

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We strive to deliver the latest growth marketing news and trends in the DTC space straight to your inbox every Wednesday.

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Topics we'll cover today:
💠 What the US-China Tariff Reset Means for Brands
💠 Google Just Launched “AI Max” for Search Campaigns
💠 How This Brand is Changing the Period Care Game

What the US-China Tariff Reset Means for Brands

If you rely on global supply chains or sell imported goods.

This one’s for you. 👇

The new US-China tariff reset is a relief, but a temporary one.

📉 Here’s the quick summary:
⤷ The U.S. is temporarily reducing tariffs on Chinese goods from 145% to 30%.
⤷ China is lowering its tariffs on U.S. imports from 125% to 10%.
⤷ And there’s a 90-day pause in place, so it’s not forever.

 So what does this mean for e-commerce and DTC brands?

 Let’s break it down.

🛍️ E-commerce and DTC Brands

⤷ Short-term win for Shein & Temu: These players benefit immediately from a drop in the “de minimis” tariff (from 120% to 54%).

⤷ Inventory strategies may shift: If you’re importing from China, this could be a smart window to stock up and warehouse domestically, especially if you’re worried about prices spiking again in a few months.

⤷ Expect pricing pressure: With competition benefiting from lower landed costs, you might need to get more aggressive (or creative) with offers to compete.

✈️ Aviation & Industrial

⤷ Boeing is back in the mix: China just lifted its ban on Boeing aircraft deliveries. This doesn’t impact DTC brands directly, but it’s a strong signal of warming trade — which could lead to broader economic opportunities if relations continue improving.

🔮 Strategic Moves To Consider

⤷ Stay close to the headlines: This deal is temporary. Any brand importing from or selling into China should be watching negotiations like a hawk.

⤷ Diversify supply chains: If this isn’t a wake-up call, what is? Look into alternate sourcing, not as a backup plan, but as a long-term strategy.

⤷ Communicate clearly with customers: Prices may fluctuate. Products may go out of stock. But being transparent = more trust and less friction.

Bottom line?

The tariff reset offers a temporary breather, not a permanent fix.

So use this time wisely to plan, reposition, and prep for what might come next. 

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Google Just Launched “AI Max” for Search Campaigns

Google Ads just got an AI upgrade...again.

This time, it’s for search campaigns. 

Meet AI Max: Google’s newest campaign type that combines the best of Performance Max with the control of traditional Search.

Let’s break it down. 👇

🔍 What is AI Max? 

AI Max is essentially a Search campaign on AI steroids.

It uses your keywords and search queries to guide ad placements, but then leans heavily into AI to:
⤷ Predict what users are really looking for
⤷ Drive more conversions by filling in the gaps traditional campaigns miss
⤷ Dynamically serve the most relevant ad (even if it’s not in your original keyword list)

Think of it as a hybrid between broad match + responsive search ads + smart bidding, but now as a full campaign type.

🧠 What Makes It Different?

⤷ It’s conversion-first: Just like Performance Max, AI Max optimizes everything around your set conversion goal.

⤷ You still control keywords: Your keyword lists still matter (unlike PMax). They guide the campaign's direction.

⤷ Search themes optional: You can optionally use “search themes” to help Google understand context. But they’re not required.

⤷ AI takes care of the heavy lifting: Creative, bidding, targeting, and placements are dynamically generated and optimized in real time.

💡 Why It Matters for E-commerce Brands

If you run Google Search Ads today — especially with broad match — this is worth testing.

Here’s why:
⤷ It can scale performance without bloating keyword lists.
⤷ It’s designed to perform well even with limited historical data.
⤷ It can uncover non-obvious intent signals faster than traditional campaigns.

If your current Search setup is manual, segmented, and slowing down… AI Max could change the game.

But... you’ll need strong creative assets, a well-defined conversion goal, and clean conversion tracking. Otherwise, the AI can’t do its magic.

Should You Test It?

✅ If you're already running Performance Max and broad match: this is a natural evolution.

❌ If you prefer full manual control and granular targeting: this may feel a little too “black box.” 

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If your Google ad campaigns have stopped working and you need a professional team to help you get them back on track, let's talk.

How This Brand is Changing the Period Care Game

Some brands create great products.

Others… change people’s lives.

This is exactly what Katie Diasti is doing through Viv for your V.

𝗪𝗵𝗮𝘁 𝗶𝘀 𝘀𝗵𝗲 𝗱𝗼𝗶𝗻𝗴?

Revolutionizing period care.

Yes → a very old industry with giant players.
But not a lot of innovation. 

Until now.

Check out this episode of The DTC Insider podcast.

We discussed:
👉 Insights into retail vs. online sales strategies
👉 How Viv is breaking taboos around period care
👉 Viv's journey to getting on Whole Foods shelves
👉 Lessons in scrappy entrepreneurship and resourcefulness
👉 The challenges and rewards of innovating in a traditional category
👉 The role of social media in brand building and customer education
👉 Strategies for building a community and incorporating customer feedback

Tune in:

 📺 YouTube
🎧 Apple
🎙️ Spotify
🌐 Website

More episodes our listeners love:

💎 How BRĒZ is Disrupting the Beverage Industry with Aaron Nosbisch
💎 Bootstrapping a $100M E-Commerce Empire with Bear Handlon
💎 The Secret Sauce Behind BattlBox's Success with John Roman
💎 IQBAR’s Journey to 10,000 Locations And $50 Million with Will Nitze
💎 Supplement Brand Bootstrapped $10,000 and Built It Into Sales of $30 Million in Three Years with Ronak Shah

Also Happening in the DTC Space

📰 What CEOs and CFOs are saying about the state of ad spend
📰 TikTok launches $1 million ad credit program to boost U.S. small businesses
📰 US China Trade Deal Could Break TikTok-US Impasse

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