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Jotham Lim

Jotham Lim

Marketing Manager

Jotham Lim Ee Chen is the Marketing Manager for Moojing Market Intelligence's global team. He leads content strategy and market communications, translating complex APAC e-commerce data into actionable insights for international brands and retailers.

Articles by Jotham Lim (103)

UHT Milk and Cheese Reveal China's Evolving Dairy Landscape in Q1 2024
Insights

UHT Milk and Cheese Reveal China's Evolving Dairy Landscape in Q1 2024

by Jotham Lim

China's UHT milk market remains a Yili-Mengniu duopoly while the cheese segment fragments into regional specialty and imported niches. Q1 2024 channel data a...

dairy uht-milk cheese
Infant Nutrition & Baby Personal Care: China Brand Analysis Q1 2024
Insights

Infant Nutrition & Baby Personal Care: China Brand Analysis Q1 2024

by Jotham Lim

Infant nutrition supplements hit +16.5% YoY growth in Q1 2024. Brand cases: Childlife allergen-free strategy and Aveeno's +80% Douyin (抖音) playbook.

China infant-nutrition baby-products
China Jewelry Market Hits CN¥ 65.9B with +18.8% Growth in Q1 2024
Insights

China Jewelry Market Hits CN¥ 65.9B with +18.8% Growth in Q1 2024

by Jotham Lim

China's online jewelry market reached CN¥ 65.9 billion on Tmall in Q1 2024, up +18.8% YoY, as gold jewelry surges on dual investment and self-expression demand.

China jewelry gold-jewelry
China Health Supplements: Q1 2024 Market Intelligence
Insights

China Health Supplements: Q1 2024 Market Intelligence

by Jotham Lim

China's health supplements market in Q1 2024 — market scale, sub-segment growth, platform dynamics, and consumer demand for targeted health solutions.

Health Supplements China Market nutraceuticals
Inside Vans' -49% Collapse: China Market Lessons
Insights

Inside Vans' -49% Collapse: China Market Lessons

by Jotham Lim

Vans suffered a -49% Tmall sales decline in MAT2023 despite strong design heritage. Consumer insights reveal what went wrong.

brands China sportswear
Eye & Liver Supplements: China's Fastest-Growing Health Niches
Insights

Eye & Liver Supplements: China's Fastest-Growing Health Niches

by Jotham Lim

Eye and liver health supplements surge in China's Q1 2024 — ingredient analysis, Renhe and Swisse case studies, consumer demographics.

Health Supplements eye-health liver-health
Sun-Protective Pants and Carbon-Plate Shoes Lead Growth
Insights

Sun-Protective Pants and Carbon-Plate Shoes Lead Growth

by Jotham Lim

Sun-protective ice silk pants surge +338.3% and carbon-plate running shoes grow +64.1% as functional innovation drives China's sportswear market.

China sportswear trends
China's Probiotics Market Hits CN¥ 8.27B on +18.1% Growth
Insights

China's Probiotics Market Hits CN¥ 8.27B on +18.1% Growth

by Jotham Lim

China's online probiotics market reached CN¥ 8.27 billion in MAT2023 at +18.1% YoY, with JD.com surging +52.2% and jelly formats up +5,785%.

Health Supplements China Probiotics
Outdoor Power Supplies Surge +215% on China Camping Boom
Insights

Outdoor Power Supplies Surge +215% on China Camping Boom

by Jotham Lim

China's outdoor camping appliance market hits CN¥ 1.86B as portable power stations transform from niche to must-have infrastructure.

Appliances China outdoor-appliances

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