In the latest episode of the Over The Counter podcast, HBW Insight speaks with Ellie Adams, founder and CEO of QIVA Global – a strategy and operating partner to international consumer healthcare brands entering the Chinese market. Adams, who has spent more than two decades working in China, offers a frank, insider perspective on what it really takes to succeed in the world's second-largest consumer healthcare market. From the rise of "punk health" among Chinese youth to the fragmented social commerce ecosystem that bears little resemblance to anything in Europe or the US, Adams unpacks why some of the industry's biggest names are thriving in China while others are stumbling. The answer, she suggests, almost always comes down to one thing: a playbook built from the inside out. Timestamps: 2:00 – Introductions 4:00 – What does China’s consumer health market look like? 8:00 – Why are some firms succeeding and others struggling? 12:00 – What kinds of products do well in China? 14:00 – How do you export into China? 22:00 – What is the “positive list”? 27:00 – Is there such a thing as Rx-to-OTC switch in China? 29:00 – What are the risks of exporting to China? 35:00 – What is the future growth potential of the Chinese OTC market?