The China Whisky Outlook 2024 featured three panels about China’s whisky market, its challenges and its potential. The discussions centred on the following themes: How to Export Your Whisky to China; How to Protect Your Whisky Brand in China; and The Chinese Whisky Landscape: Domestic Consumer, Local Brands and Global Distilleries. Here are some of the key takeaways.

The Chinese distillery boom is happening on a massive scale

“There is a wall of local money supporting these local [Chinese] distilleries, and there will be a huge marketing spend as a result aimed at educating Chinese drinkers about whisky,” explained Paul Skipworth, Chair of Eden Mills Distillery. “This is good for the whisky industry as the number of drinkers will skyrocket as a result of this marketing spend”. There are about 48 whisky distilleries under construction in China.

Chinese whisky drinkers are much younger than you think

“We will see more consumers buying single malt whisky to drink rather than just those looking at an alternative investment,” says Michael Ren, a whisky buyer and consultant to Chinese collectors. The average Chinese whisky consumer is much younger than that of the UK, with mostly Gen Z (born after 1997) consumers choosing whisky as their spirit of choice. These younger drinkers are eager to move away from baijiu – the ubiquitous white spirit found across China that makes up over 96% of China’s spirits market. The demand for rare single malt whiskies in China is soaring as limited supply is met with a growing demand. Young, wealthy Chinese consumers want to buy into an international lifestyle that has history and heritage whilst also showing off their individuality by tracking down rare bottles.

The next whisky trend in China will be the premium middle market

“There is a massive opportunity to be enjoyed in China,” says Iain Weir of Ian Macleod Distillers, the producers of Tamdhu, Rosebank and Glengoyne. In recent years, single malt sales have been dominated by the top end of the market – quality, rarity and scarcity have always been priorities for Chinese buyers and collectors. However, as Chinese whisky buyers move from collecting to consuming, the next big opportunity will be the premium middle market.

Protecting your trademark is a vital first step 

“China has a very different IP system to the UK”, explains Sarah Talland of law firm Potter Clarkson. “China has a ‘first to file’ system, which means the first person that comes along can register your trademark. If you don’t get there first, someone else might do it for you.” Therefore, it’s imperative to register a trade mark as soon as you can, and certainly, before you enter the market or even open discussions with distributors or partners, “because if someone else registers it, there is very little you can do about it.” Ten or fifteen years ago, Talland says, “you would have been blocked from the market.” Today, however, there are more hopeful outcomes for brands. Options include seeking to buy back the trademark, waiting it out, or challenging based on new bad faith provisions.

Make sure you also register a Chinese name for your whisky

“Before you look to enter China, it’s important you have your own Chinese name,” says Talland. “If you don’t make a clear Chinese name and register one, then someone will likely make one for you and call it something very different. It will get a colloquial name which you can’t then control and whoever coins it can use and register it and block you from making your own use of it. So, we always discuss the Chinese name of the company. Explore the meaning and transliteration, ensuring it has a strong connotation in China and then make sure you protect that as well.”

Skipworth told the story of how when Belvedere vodka was launched in China, the brand was already colloquially known in Chinese as ‘Snow Trees’ and care had to be taken in promoting the brand in China between the global brand position and the Chinese name.

Think local; don’t try to tackle the whole of China

“Don’t feel you need nationwide distribution,” says Iain Weir. China is a huge market with many different consumers. Focus on one or two key areas initially, and treat China as multiple markets rather than just one. Make sure you meet your potential distributors in person. Ideally, they’d be passionate and enthusiastic and have their finger on the pulse of your target consumer.

Get a distributor who understands the prestige market…

“There are some very good distributors in China, but you have to do your homework,” says Weir. “We went to see them, and they came out to Scotland to see us, and we chose very, very carefully. It helps to find people that have an international approach and are aligned with your objectives and ambitions. Our distributor already had successful expertise in prestige wines, had been to Europe and Australia on a regular basis, and understood selling at the premium level and the precise marketing required for fine wines. There is quite a lot of crossover there. The other things I would always be looking for are energy, enthusiasm and passion – that’s the key to selling whisky.”

…but be careful how much power you give them

“Some companies expect the distributor to take care of the China-facing marketing, but they might find out that the brand is being marketed in a different way and they have lost their brand control,” says China-Britain Business Council’s James Brodie. Brands must be absolutely clear on the terms of contracts with partners. It should be the brand, not the distributor, for example, who holds the trademark, says Brodie.

Social selling is the future for smaller distilleries

“China is the world’s largest and most mature e-commerce alcohol market,” says Weir. “We had a key opinion leader (KOL) at Tamdhu distillery who was live-selling on Chinese social media channels and sold upwards of 300 bottles in two hours.”

“The rise of Douyin selling is phenomenal,” adds Paul Skipworth. “Finding an innovative, modern, omni-channel distributor who does all your route to market, a little bit of traditional distribution, but is very comfortable with direct-to-consumer marketing is the route for smaller distilleries.” China’s sales channels are entirely different from those in the US, UK and EU, and social selling via WeChat or live streaming platforms such as Douyin or Xiaohongshu is the norm. KOLs (China’s version of influencers) are also a great route to market, and livestream selling by KOLs can offer immediate and impressive returns if done correctly.”

Chinese distilleries are tourism destinations first

“China is jealous of the tourism pull of places such as Speyside in Scotland and wants to create its own whisky tourism industry,” says Barry McFarlane of PM Group. “The tourism industry in China will come first as the whisky they produce won’t be ready for years,” he explains. A number of international companies, including Diageo, Pernod Ricard and Angus Dundee, have launched distilleries in China. On top of that, there are now estimated to be a further 50 domestic distilleries making whisky. Both international and domestic distilleries are pushing a tourism-first policy, creating architecturally designed facilities in areas of natural beauty with hotels, restaurants and amenities aimed at the huge domestic tourism industry.

A booming domestic whisky industry in China is good for everyone

“By creating quality, the whisky market in China, which amounts to less than 1% of the Chinese spirits market, will build and develop a new audience. And a rising tide lifts all boats,” says Alan Park, head of legal at the Scotch Whisky Association. Park has been involved in setting regulations for Chinese whisky and says the Chinese authorities are supportive of creating a high-quality, China-origin whisky – good news for all fans of whisky.

The post 10 takeaways from the China Whisky Outlook 2024 appeared first on Focus - China Britain Business Council.

In this series of infographics, we look at the key things brands need to know about the Chinese whisky market, including sales figures and customer profile.

The sales value of whisky in China:

The trade value of whisky imports to China:

The Chinese whisky drinker:

How China’s global ranking as a whisky importer has changed:

Where are China’s distilleries?

Value of whisky imports by country:

Scottish whisky exports to China:

Event: The China Whisky Outlook 2024

This June, Barley will be co-hosting ‘The China Whisky Outlook 2024’ in partnership with the China-Britain Business Council and the Scotch Whisky Association. 

The event will be held in Edinburgh on 20 June 2024 in partnership with Potter Clarkson and will cover topics including how to protect your Scotch whisky brand in China, how to export your whisky to China, and the Chinese whisky market landscape.

Speakers include Iain Weir (Ian Macleod), Paul Skipworth (Eden Mill St Andrews/SMWS), Sarah Talland (Potter Clarkson), Lindesay Low (SWA), Tom Pattinson (Barley), James Brodie (CBBC) and more to be announced.

The free event is open to businesses in the whisky industry who have entered or plan to enter the Chinese market. To express interest or to register click here.

Potter Clarkson’s dedicated FMCG team specialise in maximising the value of food and drink brands and products. If you’d like to discuss how they can help you identify, protect, exploit and enforce your ideas and innovations, please contact them at fmcg@potterclarkson.com.

The post Infographic: The Chinese whisky market appeared first on Focus - China Britain Business Council.

The heavy bass of the music bounces off the walls of the club, arms wave in the air, and waiters deftly dart around the cavernous nightclub, buckets of ice packed with bottles carried over their heads. They bring trays of glasses to VIP tables where jugs of chilled green tea are used as mixers for the bottles of Chivas Regal whisky that are dotted on nearly every table. In one of the many VIP rooms, I sit on a sofa and watch as a bottle of Chivas so big it has to be lifted by a pulley system fills jugs mixed with green tea over ice.

It’s 2006, Beijing, and I’m in Mix, one of a number of huge nightclubs where the newly emerging middle class are coming to let their hair down, dance to techno and show off their wealth. They are doing this by buying enormous quantities of a new Western drink – whisky.

When I first landed in China, I thought Chivas Regal was a chain of nightclubs, such was the vast amount of branding inside and outside nearly every nightclub in the country in those heady days.

In the first decade of the 21^st century, all kinds of brands were trying to crack the lucrative China market and spirits brands were no exception. But Pernod Ricard had decided to push Chivas Regal, which they purchased in 2001, into the market and for a few years at the end of that decade, ‘Chivas and Green Tea’ was the go-to drink for clubbers around the country. It revived the Chivas brand, increased Pernod Ricard’s revenues significantly and helped introduce whisky to a market entirely dominated by the white spirit baijiu.

That year, 2006, China leapt into the top 10 whisky-drinking countries for the first time ever, in no small part thanks to Pernod Ricard’s sustained promotion drive that involved not just sponsoring clubs but fashion shows, international DJs, and even opening their own bar. In 2006, £90 million was spent on whisky in China, according to the Scotch Whisky Association (SWA). Today, that number has increased tenfold, with the value of whisky sales in China reaching nearly a billion pounds.

Growth and expansion: The Chinese whisky market gains influence

China’s national spirit, baijiu – a pungent white liquor made from sorghum that is toasted at banquets, weddings and business meetings – makes up 96% of the country’s spirits market. Whisky absorbs just 1%, with brandy being the dominant imported spirit and vodkas, gins and rums comprising the rest.

Still, a single percent of China’s staggering £120 billion annual spirits sales amounts to a big chunk of revenue. China became the world’s fourth largest whisky market by value in 2023 – up from sixth in 2022. And according to Euromonitor International, China’s whisky sales are expected to double from £920 million in 2023 to £1.8 billion by the end of 2025, which will make China’s whisky market greater than Germany’s. Euromonitor predicts whisky – including Scotch whisky – will be the fastest-growing spirit in China in the coming years, booming by 88% between 2023-2026, and the whisky market in China is expected to grow at around five times the rate seen globally.

In 2022, the Asia-Pacific region overtook the EU in Scotch whisky sales to become the industry’s largest market, and exports of Scotch whisky rose a whopping 37% in 2022 according to the SWA – in no small part due to double-digit growth from China.

For brands, China is becoming increasingly important. China is now Pernod Ricard’s second-largest market, and businesses, both international and domestic, are fully aware that there’s a lot of room for further growth.

Moreover, imports are only part of this picture. There are currently around 48 whisky distilleries either in production or under construction in China as local and international players look to diversify their offerings with Chinese origin whisky.

The rise of the single malt aficionado: A snapshot of the Chinese whisky drinker

Kelvin Tam, the Scotch Malt Whisky Society Brand Ambassador and Development Manager for Hong Kong and Macau, said recently that the number of whisky enthusiasts in China is currently estimated to be between 500,000 and a million. By comparison, 20 years ago, there were a mere 300 whisky drinkers in the whole country.

As well as the rapidly rising number of Chinese whisky drinkers, it’s the demographic of that drinker that is catching the eye of global marketeers. Whilst in the West, whisky has traditionally been preferred by an older audience, in China, it is the young who are drinking more of it. It is estimated that 47% of Chinese whisky drinkers belong to Gen Z (born between 1997 and 2012), and according to a report released by Morgan Stanley, in China, whisky represents more than 50% of the volume of alcohol consumed by the young urban population born after 1990, ahead of brandy and baijiu.

Often well-educated and wealthy, these urban youngsters are buying into a lifestyle that represents culture, class and history. Chinese consumers are more adventurous and willing to experiment with new products, brands and experiences.

The big international whisky brands have realised that the scattergun approach of heavily branding nightclubs and selling cheap whisky to novice punters might have worked a couple of decades ago but is no longer the primary route. In 2023, the volume of imports rose by 6.4%, but their value soared by 23% as buyers looked towards premium products.

The whisky market in Asia “started very much with blends and big brands, trying to do big plays,” says Pedro Mendonça, Global Reserve Managing Director at British drinks company Diageo. “Over the last decade, single malt has taken off, and people are discovering and finding their own way in and appreciating the different flavours and the different characteristics.”

Chivas Regal was still making up nearly 29% of China’s whisky consumption by volume in 2019, but young Chinese consumers, who have their own tastes and preferences, have driven the rise in popularity of higher value, lower volume products. Single Malt Scotch such as Glenfiddich and The Macallan have tripled and doubled their market share respectively in China since then, according to Euromonitor.

In a bid to educate and engage with China’s first generation of whisky aficionados, Diageo has organised 13 whisky summits across China since 2017 and claims to have reached over 12,000 potential Chinese whisky lovers through a “whisky culture education” institution called Diageo Whisky Academy.

Homegrown: The era of the Chinese distillery

Now that an established audience is emerging, the race is on to create a whisky in China for a Chinese audience. French company Pernod Ricard was the first international spirits company to release a Chinese whisky, made at its own distillery in China’s western Sichuan province. The company said it will invest £110 million over a decade in the project, and when its first release ‘The Chuan’ hit the shelves in December 2023, it led to a lot of global headlines.

Pernod Ricard’s The Chuan is the first China-origin whisky created by an international drinks brand

“This first-ever product of The Chuan celebrates the vision of Pernod Ricard to create a prestige malt whisky made in China,” said Jerome Cottin-Bizonne, CEO of Pernod Ricard China, in a press release about the distillery. “We are proud to put China on the world map of whisky by presenting this exceptional malt whisky of The Chuan.”

Diageo has invested over £55 million in its own Eryuan Distillery in Yunnan Province. Chinese brewery Qingdao Beer and Chinese winery Grace Vineyards both have distilleries in the works, whilst baijiu manufacturers Gaolong and Daiking have diversified into whisky production. Gaolong has been producing a range of Chinese-made whiskies for some time; its ‘Gaolong Blended Chinese Whiskey’ and ‘5 Year Old Bourbon Cask Single Malt’ are for sale on the UK-based retail site The Whisky Exchange.

Diageo’s Eryuan Distillery in Yunnan

Cognac company Camus has partnered with baijiu producer Gujinggong to create the £24 million Guqi distillery in Bozhou; and another well-established baijiu producer Yanghe has also moved into whisky making.

Perhaps most astonishing of all has been a major project funded by the MengTai Group that saw the wholesale relocation of stills and equipment shipped in from Scotland by Forsyths to the Ordos region of Inner Mongolia to create a £20 million distillery. The Rothes-based company prefabricated a modular distillery including a two-ton mash tun, copper stills, condensers and stainless-steel tanks. This was shipped over to Inner Mongolia and reassembled, with the aim of producing “world-class whisky” after the two years of maturation in casks that the Chinese national standards require. Like many other Chinese distillery owners, the MengTai Group has engaged experienced managers and head distillers from Scotland to lead the project in a bid to ensure quality and authenticity are retained.

Angus Dundee Distillers – makers of Tomintoul and Glencadam, among others – has also opened its own distillery near Hangzhou. “We’ve been in China since 2005 and decided China was a market for the future,” says Brian Megson, the Director of Angus Dundee Distillers. Megson says that Chun’an Distillery will be finished in two to three years, before then requiring a further four to five years to produce whisky.

The race is on to create a whisky in China for a Chinese audience

Megson explains that the company had plenty of options when looking for the optimal site. “We wanted to find somewhere that’s not just good for whisky production but also good for the visitor centre. This area is great for tourism, and the numbers are mind-boggling. Hangzhou is a big city, and Shanghai is not far away. We found somewhere that was suitable and found a plot and have had a good amount of support from the local authorities.”

Further south, a large consortium of mainly Western investors has opened the Nine Rivers distillery near Xiamen in eastern China. Led by former drinks importer Jay Robertson, the project was developed after the cost of importing drinks “went through the roof”.

Nine Rivers undergoing construction with grand ambitions

Robertson explains that Nine Rivers is sustained through crowdfunding. Sixty-two percent of the investment comes from the board, composed mostly of expats and international investors, and 38% from micro investors, with the entry amount dropping as low as USD $1,000.

Robertson believes Nine Rivers will become China’s single biggest single malt whisky. “We have had interest from corporate money and engagement from big baijiu companies and one big scotch whisky producer, but we’re not interested in that,” he says. “Our strategy is to have lots of people with skin in the game. China is an influencer-led country. Everything has always been a word-of-mouth culture where recommendations from friends and family trump advertising spending.”

Robertson says that Nine Rivers aims to make 1.31 million LPA (Litres of Pure Alcohol) at launch, which would be more than the 1 million LPA Pernod Ricard produces from its two-still set-up, but less than the four stills that give Diageo the capacity for 2 million LPA. However, Nine Rivers has the ability to expand up to 7.5 million LPA as and when the demand requires, he argues, which would make it the largest distillery in the country.

A new terroir for a new whisky territory 

China’s continental size means that the vastly varying natural environment can influence the flavour of any whisky produced. From the dry plains of Inner Mongolia, which is home to the MengTai distillery, to the subtropical jungles of Yunnan, where Diageo has its base – the landscape couldn’t be further removed from the rugged mountains of the Scottish Highlands.

“Yunnan Province is renowned for its temperate climate, rich natural biodiversity and pristine water sources,” a Diageo spokesperson tells me. “Our distillery in Eryuan County will be carbon neutral, and we envision a 100% sustainable approach to malt whisky making that embraces the natural resources and beauty of the region.”

Pernod Ricard’s operation is based in the hot and humid Sichuan province and shares the same water sources on Sichuan’s Mount Emei as Nongfu Spring, China’s leading bottled water brand. “The year-round precipitation coupled with summer heat creates the exceptional environment for whisky making that increases the intensity of flavours with more evaporation,” says a Pernod Ricard spokesperson.

But whisky is not just the sum of its parts. The parts matter a great deal, too. Much debate has been had in Chinese whisky circles about whether local barley and grains should be used to produce whisky or whether they have to be imported.

“I believe core whisky consumers expect a Chinese whisky to be ‘Chinese’, which means made entirely in China, from mashing to fermentation to distillation to maturation, all carried out in China,” says Kelvin Tam of the Scotch Malt Whisky Society. “Blending with imported whisky, even if resulting in better whisky, will be considered cheating, hence rejected by at least core consumers.”

Whisky is not just the sum of its parts. The parts matter a great deal, too.

According to both Whisky Advocate and Global Drinks Intel, Pernod Ricard’s The Chuan whisky includes imported distillate. Pernod Ricard states that: “Chinese ingredients have been fused into high-standard whisky making, such as the use of both European and Chinese barley and the unique mastery of three types of oak from three continents that defines its complexity.”

Diageo says that it will combine its “prestige whisky expertise and craftsmanship with local natural resources to create the finest quality Chinese origin single malt whisky with unique character and provenance. Where possible, we will look to optimise local sourcing for the production process.” However, they say that they cannot comment at this time on what that means in terms of type and location of grain, mixed or pure Chinese distillate, type of barrels, as the distillery has not yet formally launched. “Our single malt whisky produced in China will have its own unique brand and characteristics,” Diageo says.

Brian Megson of Angus Dundee also tells me that there are “options of both importing barley or using local grains” in their Chinese distillery. However, according to Robertson of Nine Rivers, all barley is imported to China (from the US, Australia and Europe) as the Glycosidic nitrile content of Chinese Barley is too high, which can lead to carcinogenic compounds being created in the malting process. “Even the beer in China is made with imported barley,” he claims.

Ultimately, how much does it matter? Each territory has its own rules, as Robertson points out. “Australian whisky mostly uses the same wash from the same brewery; the US has many types of whisky – corn whisky, rye whisky, bourbon whisky, Tennessee whisky – with different rules about maturation. Ireland, you have much more flexibility of wood; in India you can call almost anything whisky, Japan has little regulation,” he says. “In China the regulations are similar to Scotch, but it needs two years in a barrel instead of three.”

Robertson says that he wants to differentiate Nine Rivers from Scotch as much as possible. “We are in China, it’s the world’s biggest economy – they are now at the top of the food chain in nearly every single industry. It’s the ones that break out who become world-beaters. Why try and get into the slipstream of Scotch? Yes, it’s whisky but there are a lot of things that we can do differently – bringing in terroir, utilising local yeasts and creating our own cooperage (barrel maker).”

Without the strict rules that are imposed on Scotch, whisky made outside of Scotland has the flexibility to use different maltings, waters and casks to create something wholly new.

Wu Hao, the master distiller at the Laizhou distillery, is experimenting with whisky aged in Chinese yellow wine casks. “We season the casks with yellow wine for about 24 months,” he says. “Whisky matured in a yellow wine cask is similar in style to a sherry whisky but gives a hint of fermented rice – something that Chinese consumers would be familiar with. When we cook food, we always include rice wine so the flavour is very familiar to the Chinese market. It’s a great innovation in that it follows traditional techniques but uses Chinese culture,” he explains.

Laizhou is the largest distillery currently operational in China

Laizhou also has its own cooperage, and, says Chen, they have been putting whisky into any and every barrel they can get their hands on. “China is a big market with a large population, and we don’t know what flavour [whisky] Chinese consumers will love, so we want to have all different flavours of casks – bourbon, every type of sherry casks, rum, tequila casks. Our objective is to get as many casks as exist in the whisky world to help find what flavours the Chinese consumers will love,” he says.

The group has also spent years analysing what types of local woods might be used in their production. “Mizunara wood from Japan is a branch of Mongolia oak which originates from China. Mongolian oak is the same as Mizunara but it’s hard and difficult to bend, so it has some problems when used to make whisky with leakage, meaning the angel’s share is often as much as 30%,” he says.

Laizhou currently uses nearly all English barley, but they are experimenting with local grains, too. It’s likely local distilleries will experiment with a wide range of grains and processes to find their unique Chinese flavour profile. Chen explains that when the Chinese market determines what that preference is they have the capacity to pivot in that direction very quickly.

With a global shortage of wood for barrels to age the distillate, rumour has it that the Chinese baijiu producers that are moving into whisky production are pushing for oak staves, chips and even powder to be used to flash age whisky. However, global institutions, including the Scotch Whisky Association, have been keeping a close eye on this emerging market, aiming to ensure the existential concept of what a whisky is does not get too diluted.

Investment by big players into producing a local origin whisky demonstrates the vast untapped potential of whisky in China

“Over several years, the SWA has been working with a variety of stakeholders, including the China National Institute of Food and Fermentation Industries, the Chinese Alcoholic Drinks Association and the Foreign Spirits Producers Association in China to provide input on the revision of the Chinese Whisky Standard,” says Lindesay Low, Deputy Director of Legal Affairs at the SWA.

“The whisky category in China has been built by Scotch Whisky. Now that domestic producers are taking an interest in making whisky, the SWA wants to make sure that, so far as possible, they follow the same high standards that apply to Scotch, Irish, US Bourbon and other internationally traded whiskies. This is to maintain the category’s premium reputation and to ensure that Chinese consumers, who have become accustomed to this type of whisky, are not short-changed, for example, by being sold whisky that has not been aged in wooden barrels,” says Low.

“Places like India and the US have established whisky industries, and producers there make their whisky in line with established laws and practices”, Low says. “In China, however, where whisky has not been distilled in significant quantities previously, the Chinese authorities were keen to learn from other countries when creating their new standard. Our position was that because Chinese consumers were accustomed to Scotch Whisky, they should follow that definition as closely as possible, taking account of local conditions.”

Rules, regulations and cultural challenges 

The aim of domestic companies and global behemoths alike is to create a Chinese-origin whisky that will supply the growing domestic market, avoid import regulations, bypass shipping costs, and circumnavigate any geopolitical tensions. If done well, they might have the potential to be exported globally like the Taiwanese Kavalan and Japanese Nikka whiskies.

China might be a vast market, but its unique make-up presents challenges, too. Whilst spirit imports rose by 22.8% in 2023, bottled wine imports to China fell 17.6% by value and 29.1% by volume during the same period. This was partly due to political conflicts between China and Australia and other wine-producing regions. On top of this, an oversupply of domestically produced wine and a growing (government-led) nationalistic drive to promote, support and buy domestically may further complicate the picture. And markets can swing far more rapidly in China than in more established regions. Operating in China for new brands can be daunting, with significant obstacles across language, culture, regulatory and intellectual property.

The SWA has been instrumental in keeping whisky import tariffs at just 5% (compared with 10% prior to December 2017), but it’s important for brands looking to enter the Chinese market to be fully aware of the risks – as well as the clear benefits.

Sarah Talland of law firm Potter Clarkson has supported a number of whisky companies entering the Chinese market and is well aware of the potential pitfalls that can arise. “In China, there is a first-to-file trademark system that effectively means someone else can ‘steal’ your brand with little consequence if they file your trademark before you do”, she says. “Therefore, it’s essential to create your own Chinese name before your customers or third parties do it for you.”

An error many companies make is contacting possible partners in China without obtaining their own IP protection first. “This could result in you being blocked from the market or being forced to work with distributors you would prefer not to, if someone else registers first,” she explains.

Talland tells me that there are many brands that have done this well. Both Glenfiddich and Bruichladdich sensibly ensured they had their trademarks protected and logo copyright in place and took local guidance on suitable Chinese names before they entered the market on a large scale. Now they are both successful whisky brands in China.

With rapidly growing demand and an increased awareness of whisky, sales of both volume and high-value whisky are predicted to continue to rise and rise. The investment by some of the big players (and the emergence of newer makers) into producing China origin whisky goes to show the vast untapped potential of whisky in the country. Is China’s market a challenging one? Without doubt. But are the risks worth the seemingly endless rewards? For many, it seems so.

Event: The China Whisky Outlook 2024

This June, Barley will be co-hosting ‘The China Whisky Outlook 2024’ in partnership with the China-Britain Business Council and the Scotch Whisky Association. 

The event will be held in Edinburgh on 20 June 2024 in partnership with Potter Clarkson and will cover topics including how to protect your Scotch Whisky brand in China, how to export your whisky to China, and the Chinese whisky market landscape.

Speakers include Iain Weir (Ian Macleod), Paul Skipworth (Eden Mill St Andrews/SMWS), Sarah Talland (Potter Clarkson), Lindesay Low (SWA), Tom Pattinson (Barley), James Brodie (CBBC) and more to be announced.

The free event is open to businesses in the whisky industry who have entered or plan to enter the Chinese market. To express interest or to register click here.

Potter Clarkson’s dedicated FMCG team specialise in maximising the value of food and drink brands and products. If you’d like to discuss how they can help you identify, protect, exploit and enforce your ideas and innovations, please contact them at fmcg@potterclarkson.com.

The post The long read: The rise and rise of whisky in China appeared first on Focus - China Britain Business Council.

Tailor made for Scottish consumer brands interested in discovering China’s vast and potentially lucrative consumer marketplace, the event brought together leading consumer brands operating in China, alongside Chinese importers and retailers, to share their insights and tips for success in China with delegates.

The session was delivered in person ahead of CBBC’s Chinese Burns Supper and the 2024 China-Scotland Business Awards, which took place later that evening.

The event opened with a Panel Session, ‘Entering and succeeding in the Chinese market – Hear from companies in the market’, in which CBBC’s Director of Consumer Economy Antoaneta Becker chaired a discussion with Joanna Zhou, China Commercial Manager at Holland & Barrett; Arjun Koyappalli, the Managing Director of Napiers the Herbalist; and Sarah Armstrong, Founder and Creative Director of lifestyle brand, Pinyin Press.

The discussion introduced the scale and size of the China market opportunity and the ‘new normal’ in China following the Covid-19 pandemic. Despite changes to the market, growth remains impressive, with consumer spending outstripping China’s overall economic growth, and the market is packed with potential for UK brands. The market is characterised by a new ‘rational consumption’ trend, with consumers carefully planning spending due to economic pressures and societal trends. Consumers are also spending as an escape from pressures and a means to pursue wellness – which is a key buzzword in China’s consumer landscape right now. Trends to watch include the rise of Chinese whisky, which has the potential to reshape the global distillery market.

Sharing her view of opportunities in China, Holland and Barrett’s Joanna Zhou remarked: “It has been a good three years… but we can definitely see the changes in the consumer market following Covid-19 and economic changes. We have found when working with the right channels the opportunities are still available.”

She also introduced guests to a trending phrase in the China, ‘Morning C Evening A’: “Morning coffee and evening alcohol, or morning vitamin C and evening vitamin A (when used as skincare ingredients) – which symbolises Chinese consumers’ desire for fun as well as wellness”.

Zhou also shared how the company entered the China market by leveraging both B2B and B2C channels. It was easier for the company to start with cross-border e-commerce due to the fact that it was selling regulated vitamins and health products, however they have since branched into B2C with Tmall and Alibaba. For other channels, the company works with distributors, and she recommends keeping a close working relationship with them, continuously evolving and adapting those partnerships whenever possible.

With regards to Chinese consumers’ experiences, Zhou noted the importance of making the consumer journey as speedy and streamlined as possible, i.e.,  with as few clicks to purchase as possible. She shared how Holland & Barrett has worked with UK and Europe-based influencers to tap into the Chinese consumer market in the UK as well as domestically, with KOLs driving huge sales.

The audience also heard from Sarah Armstrong, Founder and Creative Director of lifestyle brand Pinyin Press. Sarah shared her brand’s journey in the China market and its cross-cultural design concept – which filled a gap in the market to create an affordable gift brand.

Armstrong noted that it is “interesting seeing a progression and seeing that Chinese consumers are appreciating Chinese imagery and symbols like dumplings and lucky cats”, with homeware and home gifting becoming increasingly popular.

Currently, Pinyin Press sells its products on Taobao and WeChat as well as via offline channels. Armstrong noted that she doesn’t work with KOLs as a small brand, but reaffirmed the value of meeting consumers face to face and selling products at craft markets, saying: “I put quite a lot of time into offline events, festival events, and shopping events in Shanghai. [These events] attract an excellent audience of Gen Z and Millennial consumers; I can talk to them face to face and get them engaged with my brand story and products”.

She also noted how localisation never stops – a point that was reinforced by CBBC’s Antoaneta Becker, who observed that the rise of guochao in the Chinese market means that brands can no longer simply replicate Western products for Chinese consumers but instead must work to understand cultural relevance and the importance of Chinese culture in order to win over Chinese shoppers and avoid faux-pas.

Pinyin Press’ products were on display for China Consumer Scotland guests

Arjun Koyappalli, Managing Director of Napiers the Herbalist, also shared his insights with the audience. He explained how Napiers has accelerated its growth and development over the last two years in China by working with parent company Samarkand.

The company has tailored its marketing and branding strategy in Scotland to target local Chinese consumers, and he explained that: “Edinburgh has many Chinese students and tourists. We have tapped into that audience via Xiaohongshu, and have run many offers like a special Chinese New Year offer to bring in Chinese student consumers based in Edinburgh”.

“Chinese consumers have much higher standards for packaging and presentation of products, and this has helped Napiers to level up our packaging and presentation of products”.

Koyappalli also spoke about how the brand has adopted a multi-channel approach to the Chinese market, using live streaming, social media platforms, offline and other online channels, with Napiers’ first live stream on Douyin doing an amazing three years’ worth of sales in one session.

Iain Stirling, Commercial Director of Arbikie — who sat in the audience — also joined in to share his insights on China’s beverages market, sharing how CBBC supported him to enter the market via China’s CIIE tradeshow. He described how Arbikie is a “family-run and legacy business, so it suits the Chinese market well”, with Chinese consumers valuing brand story and integrity. He added that face-to-face engagement is key to unlocking the Chinese market and observed the increasing interest amongst Chinese consumers in whisky, stating that UK distilleries should get ready for an influx of Chinese whisky lovers!

To round off what had been a thought-provoking session, each speaker shared one key tip for success in the China market.

• Joanna Zhou: “Don’t work with people you don’t trust; don’t doubt the people you work with”.
• Sarah Armstrong: “Keep adapting and start small. Even with a small slice of the market, brands can do well in China”.
• Arjun Koyappalli: “Make sure you tailor your strategy to the Chinese consumer”.

The event’s second Panel Session focused on the theme ‘Top tips to build a successful China strategy – the views from Chinese importers and retailers’, with CBBC’s Chief Commercial Officer, Claire Urry, hosting a discussion with William Dunne, Senior Business Development Manager at Poizon; Isabella Liu, International Brands Director at Matro Group; and David Hampstead, CEO and Co-Founder of Samarkand Group plc.

William Dunne, Senior Business Development Manager at Poizon – a luxury marketplace for Gen Z in China – described the value of Chinese social media platform Xiaohongshu, stating how it originated as a means for Chinese consumers to find niche brands. With Poizon’s key demographic being 25-year-olds seeking individualism, Xiaohongshu has allowed it to reach and connect with consumers interested in its unique products.

Dunne also described the role of social commerce in China, with shoppers often engaging with KOLs that they trust more than they do with brands. Consumer trust is key to cracking the Chinese market, and live streaming with trusted KOLs is a great way for brands to do this.

“For us, live streaming is a big part of our business; it’s how we started… KOLs have more of an impact in China when it comes to driving sales than in other markets…Social commerce is an ecosystem that you have to buy into in order to do well in China,” said Dunne.

Dunne shared that consumers in China are very savvy and do a lot of research prior to purchase compared to their international counterparts, and therefore, having an established brand presence and transparent supply chain in the UK is a huge advantage for brands interested in exporting to China.

With 100 million monthly active users on Poizon, the company currently only sells to China, however, it will expand its app into the US and EU. The company is also trying to tap into the Chinese diaspora in the UK now. In addition, Poizon is also seeing an increased demand for ‘real life experiences’ amongst its Chinese consumers that span beyond what just an app can offer.

He noted the importance of taking risks in the China market, saying: “You have to be willing to take a calculated risk in China, but with the right positioning, China is definitely capable of being unlocked”.

Isabella Liu, International Brands Director at the Matro Group – one of China’s leading retailers – shared her view that sustainability is a key trend inspiring Chinese consumers’ purchasing behaviour. With Matro Group based in Suzhou, known for its UNESCO world-heritage sites, she shared how the city’s well-educated and relatively affluent local population is invested in the sustainability of their purchases.

She shared how Matro Group continues to adapt and evolve in the Chinese market to remain innovative. Part of this adaptation was the establishment of the company’s app, Boundless Matro, which supports international brands with cross-border e-commerce. Liu described how Matro’s strong reputation ‘rubs off’ on brands featured on its app, winning trust amongst Chinese consumers, and how the company is also making strides to “develop and incorporate VR technology to present the authenticity of brands”.

Liu also stressed the importance of brands “thinking globally, acting locally,” and considering future trends and what consumers need, with experience-oriented consumption being a key trend for the future.

David Hampstead, CEO and Co-Founder of Samarkand Group, stated that Scottish brands need to find a partner that matches their appetite for the Chinese market, not one that will push brands too hard to enter and expand in-market.

He stated that it is useful to look at the brands that your selected partner works with to see if they will be a good fit for you. Having a strategy based on any one platform is risky as channels change and grow constantly, so having a multi-channel strategy is key. He also noted that, for Scottish brands, it would be a benefit to find a partner that understands Scotland and can help to champion Scottish identity. It can also be good to work with multiple partners to address multiple needs in the Chinese market. However this presents a challenge when it comes to ensuring harmony amongst partners and stable pricing.

Hampstead noted that “Chinese consumers are a very astute consumer group” and pointed to the importance of the rise of consumer nationalism. “National brands are growing in popularity,” he cautioned. “Fifty percent of beauty brands are now Chinese brands in China, and Chinese brands can react much quicker to local social media trends.”

Hampstead also echoed Dunne’s point that investment in social commerce is vital to success in China, with Xiaohongshu being key to the market as it is a first point of contact and research for Chinese consumers interested in your brand.

With the conclusion of the second panel session, the audience had the chance to pose questions to all of the speakers, addressing issues such as budgeting, how best to work with partners, brand visibility and case studies such as that of Tangle Teezer, which achieved success in China via organic online endorsements via KOLs.

After the panel sessions finished, the audience enjoyed two deep dive presentations: ‘Cracking the Chinese market: Proven tips for new and seasoned exporters’, delivered by Woodburn Accountants & Advisors’ Head of Business Advisory, Kristina Koehler-Coluccia, and ‘Unlocking China’s digital frontier: Navigating trends, influencers, and e-commerce triumphs’, delivered by Bark Media’s Managing Partner, Dora Zhou.

Following a light lunch and networking, Scottish consumer brands in attendance took part in CBBC’s Meet the China Buyer and Meet the China Expert sessions, with opportunities to meet buyers and panellists one-on-one to collect further insights, establish partnerships and receive individualised advice and recommendations.

If you have any consumer enquiries, please don’t hesitate to contact antoaneta.becker@cbbc.org or celine.tang@cbbc.org and we would be happy to assist you.

The post Top tips from Scottish consumer brands succeeding in China appeared first on Focus - China Britain Business Council.

Since 1996, Scotland’s total exports of goods to China have grown by more than 1,000% to £1 billion per year. In the four quarters leading up to Q2 2023, Scottish exports to China grew 11.6%, nearing the high levels seen in 2017-18. This drive was primarily fuelled by a rise in the export of beverages (+35%), power-generating machinery (+11%) and road vehicles (+338%).

Chinese consumers already have a voracious appetite for Scottish products and brands, including whisky, textiles and seafood. For example, farmed salmon — the majority of which is produced in Scotland — is the UK’s biggest food export, amounting to £578 million in 2022, and sales to China soared 57% in the first half of 2023.

Scotland is also a popular destination for Chinese tourists. In 2019, China was Scotland’s fourth largest international source market by tourism expenditure in 2019, and Edinburgh was the UK’s second most-visited city after London. This looks set to continue as we draw away from the pandemic years, especially as direct transport links expand; in late 2023, Hainan Airlines announced that it would extend its direct flight between Edinburgh and Beijing, with four flights a week during the peak summer months.

As is the case across the UK, Scottish retailers and venues can prepare for a rise in the numbers of Chinese tourists by creating targeted service offerings, including hiring Mandarin-speaking staff and implementing Chinese payment options such as WeChat and Alipay where possible.

The Chinese appetite for all things Scottish will only grow as both the country’s middle class and the number of high-net-worth individuals continue to expand over the next decade, with some predictions indicating that the high-income population in China will grow from around 30 million now to around 115 million people by 2035.

For tourists and consumers in China alike, Scottish brands are associated with values like quality, tradition and sustainability. This has played into the hands of heritage brands like Napiers the Herbalist. “We’ve found that maintaining authenticity, staying true to our Scottish heritage and ensuring this is conveyed in our marketing, packaging and tone of voice has been key when trying to position ourselves for success in China,” says Arjun Koyappalli, Managing Director of Scottish health and beauty brand Napiers, who will be speaking at CBBC’s China Consumer Scotland 2024 event on 8 February.

Napiers, which was founded in Edinburgh in 1860 by pre-eminent Victorian botanist and the most famous herbalist in Scotland, Duncan Napier, offers a range of herbal remedies and natural skin care products. Its products have resonated well with young, affluent consumers who are increasingly prioritising their health and wellness and are willing to spend on products with active ingredients targeted at specific health concerns. In China, the brand employs a multi-channel strategy, including social commerce, KOL (aka influencer) live streams, and e-commerce platforms like Tmall.

Brands must walk a tightrope between maintaining their authenticity and appealing to the values of Chinese consumers. “To thrive in the Chinese market, Scottish consumer brands must embrace a strategy rooted in cultural respect and adherence to market norms. Localising their offerings and actively engaging with the Chinese audience are pivotal steps towards success,” says Dora Zhou, Managing Partner at BARK Media (who will also be speaking at the China Consumer Scotland event). “Brands that grasp the subtleties of the market, prioritise forging strong connections with consumers and wholeheartedly embrace innovation will not only endure but excel in the ever-evolving realm of Chinese business.”

In order to thrive, research is a key element; everyone should go into the Chinese market armed with stats, analysis, and research. — Kristina Koehler-Coluccia, Head of Business Advisory, Woodburn Accountants & Advisors

All brands that have succeeded in China, Scottish or otherwise, agree that it is essential to do extensive research and understand the differences in the way the Chinese market and Chinese consumers operate. “You have to visit the market to immerse yourself in the local culture. A successful international brand in China will have to listen to the local cultural narratives and reinvent itself to be relevant and exciting,” says Joanna Zhou, China Commercial Manager at Holland & Barrett.

Photo by Connor Mollison on Unsplash

The post How can Scottish consumer brands thrive in China in 2024? appeared first on Focus - China Britain Business Council.

The event will underscore the continued importance of the China-Scotland relationship for consumer brands and beyond.

Click here to register for China Consumer Scotland 2024

Since 1996, Scotland’s total exports of goods to China have grown by more than 1,000% to £1 billion per year. In the four quarters leading up to Q2 2023, Scottish exports to China grew 11.6%, nearing the high levels seen in 2017-18. This drive was primarily fuelled by a rise in the export of beverages (+35%), power-generating machinery (+11%) and road vehicles (+338%).

Chinese consumers already have an appetite for Scottish products and brands, including whisky, textiles, seafood and tourism (Edinburgh is the second most-visited city in the UK after London).

This appetite for all things Scottish will only grow as both the country’s middle class and the number of high-net-worth individuals continues to expand over the next decade, with some predictions indicating that the high-income population in China will grow from around 30 million now to around 115 million people by 2035.

For many of these consumers, Scottish brands are associated with values like tradition and sustainability, as Arjun Koyappalli, Managing Director of Napiers the Herbalist (who will be speaking at the event), points out. “We’ve found that maintaining authenticity, staying true to our Scottish heritage and ensuring this is conveyed in our marketing, packaging and tone of voice has been key when trying to position ourselves for success in China, Koyappalli says.” Napiers, which was founded in Edinburgh in 1860 by pre-eminent Victorian botanist and the most famous herbalist in Scotland, Duncan Napier, employs a multi-channel strategy in China, including social commerce, KOL (aka influencer) live streams and e-commerce platforms like Tmall.

In order to thrive, research is a key element; everyone should go into the Chinese market armed with stats, analysis, and research. — Kristina Koehler-Coluccia, Head of Business Advisory, Woodburn Accountants & Advisors

During China Consumer Scotland, Chinese importers and retailers will share their tips for market entry and growth with Scottish consumer brands looking to grow their sales to Chinese consumers. There will also be an opportunity to meet with Chinese consumer product buyers and e-commerce solution providers looking for new brands for their portfolios.

“To thrive in the Chinese market, Scottish consumer brands must embrace a strategy rooted in cultural respect and adherence to market norms. Localising their offerings and actively engaging with the Chinese audience are pivotal steps towards success,” says Dora Zhou, Managing Partner at BARK Media (who will be speaking at the event). “Brands that grasp the subtleties of the market, prioritise forging strong connections with consumers, and wholeheartedly embrace innovation will not only endure but excel in the ever-evolving realm of Chinese business.”

Other speakers who will be sharing their experiences at the event include David Hampstead, CEO and Co-Founder of Samarkand Group plc; Joanna Zhou, China Commercial Manager at Holland & Barrett; Sarah Armstrong, Founder and Creative Director of lifestyle brand Pinyin Press; and Kristina Koehler-Coluccia, Head of Business Advisory, Woodburn Accountants & Advisors.

China Consumer Scotland 2024 will be delivered in person in Edinburgh on the same day as CBBC’s Chinese Burns Supper and the Scotland China Business Awards.

Now going into its 11th year, CBBC’s Chinese Burns Supper has become a permanent fixture in the China-Scotland business calendar. In partnership with The Confucius Institute for Scotland at the University of Edinburgh, the event will fuse Burns Night traditions with those of Lunar New Year as the backdrop for black-tie networking and the presentation of the China-Scotland Business Awards 2024.

This year’s pre-dinner drinks reception will be supported by the Hong Kong Economic & Trade Office, adding a fitting touch to welcome in the Year of the Dragon.

Buy a ticket now

The post How big is the Chinese market opportunity for Scottish brands? appeared first on Focus - China Britain Business Council.

Applications are now open and will close at midnight on Friday, 2 December 2022. Early applications are encouraged. Interested parties can apply for five different categories: Exporter of the Year, Educational Partnership of the Year, Chinese Investor of the Year, the Award for Climate Action and Entrepreneur of the Year. Read more about the categories below. The awards are once again being delivered in partnership with Scottish Enterprise & Scottish Development International.

Exporter of the Year

Exports are at the heart of Scotland’s trading relationship with China, and an increasingly important area of development as the Chinese market develops an appetite not just for Scottish engineering and financial services, but also its food and drink. Open to companies of all sizes and all sectors, this category aims to celebrate Scottish exporters who have shown resilience and determination to get through the challenges of the past 12 months, as well as a powerful strategy for 2023 and beyond.

Educational Partnership of the Year

Scotland’s education sector has been one of the most pioneering in fostering ties with China in the past few decades. The diverse projects undertaken are almost always in partnership with other organisations, forming the beating heart of innovation between our two countries. The Educational Partnership of the Year award aims to recognise excellent examples of such collaboration for the impact they have on the next generation of young people and cutting-edge research, as well as the wider Scotland-China business community.

Chinese Investor of the Year

Investment from China in Scotland has traditionally been in the energy sector, which is still very dominant, but in recent years the tech sector has also been a key area of activity. Investment is fundamental to the wider China-Scotland relationship and so ‘Investor of the Year’ is awarded to inward investment that has had a significantly positive impact on the Scottish economy and society.

Award for Climate Action

The ‘Award for Climate Action’ is a celebration of international collaboration between Scotland and China in climate action. China’s continued engagement in these initiatives is essential if they are to be a success. What Scottish businesses with Chinese connections have been doing to mitigate the impending climate emergency will be celebrated through this award.

Entrepreneur of the Year

The ‘Entrepreneur of the Year’ award seeks to celebrate an outstanding individual who has shown exceptional entrepreneurship in growing their business in China and/or Scotland. Open to any entrepreneur-led business active in the Scotland-China business community, who have demonstrated resilience and creativity in facing up to the past year of challenges.

Last Year’s China-Scotland Business Awards Winners

Exporter of the Year: Glencairn Crystal
Educational Partnership of the Year: City of Glasgow College / Zhejiang Technical Institute of Economics (ZJTIE)
Chinese Investor of the Year: Virens Technology
Award for Climate Action: Sunamp
Entrepreneur of the Year: Yuxuan Zhang
Lifetime Achievement Award: The Principal and Vice Chancellor of the University of Strathclyde, Professor Sir Jim McDonald.

Click here to apply for the 2023 China-Scotland Business Awards. Please note that applications close on 2 December 2022

The post Applications extended to 9 December | Apply now for the 2023 China-Scotland Business Awards appeared first on Focus - China Britain Business Council.

Applications are now open and will close at midnight on Wednesday, 24 November. Early applications are encouraged. Interested parties can apply for five different categories: Exporter of the Year, Educational Partnership of the Year, Chinese Investor of the Year, the Award for Climate Action and Entrepreneur of the Year. Read more about the categories below.

Exporter of the Year

Exports are at the heart of Scotland’s trading relationship with China, and an increasingly important area of development as the Chinese market develops an appetite not just for Scottish engineering and financial services, but also its food and drink. Open to companies of all sizes and all sectors, this category aims to celebrate Scottish exporters who have shown resilience and determination to get through the challenges of the past 12 months, as well as a powerful strategy for 2022 and beyond.

Educational Partnership of the Year

Scotland’s education sector has been one of the most pioneering in fostering ties with China in the past few decades. The diverse projects undertaken are almost always in partnership with other organisations, forming the beating heart of innovation between our two countries. The Educational Partnership of the Year award aims to recognise excellent examples of such collaboration for the impact they have on the next generation of young people and cutting-edge research, as well as the wider Scotland-China business community.

Chinese Investor of the Year

Investment from China in Scotland has traditionally been in the energy sector, which is still very dominant, but in recent years the tech sector has also been a key area of activity. Investment is fundamental to the wider China-Scotland relationship and so the Investor of the Year is awarded to inward investment that has had a significant positive impact on the Scottish economy and society.

Award for Climate Action

The Award for Climate Action is a celebration of international collaboration between Scotland and China in climate action and is a timely reminder of the importance of these issues following COP26 in Glasgow. China’s continued engagement in these initiatives is essential if they are to be a success. What Scottish businesses with Chinese connections have been doing to mitigate the impending climate emergency will be celebrated through this award.

Entrepreneur of the Year

Entrepreneur of the Year seeks to celebrate an outstanding individual who has shown exceptional entrepreneurship in growing their business in China and/or Scotland. The award is open to any entrepreneur-led business active in the Scotland-China business community, who has demonstrated resilience and creativity in facing up to the past year of challenges.

Last year’s winners included Exporter of the Year Ireland Alloys, which specialises in recycling and selling superalloy scrap and achieved £1.3 million worth of exports in 2020; and University of Glasgow and the University of Electronic Science and Technology of China (UESTC) joint institute, located at UESTC’s Qingshuihe campus in Chengdu, and which now has over 2000 students, encompassing three dual-award undergraduate BEng (Honours) degree programmes, and netting them Educational Partnership of the Year.

Click here to apply for the 2022 China-Scotland Business Awards. Please note that applications close on 24 November 2021

The post Apply now for the 2022 China-Scotland Business Awards: Applications closing soon appeared first on Focus - China Britain Business Council.

Like so many other events, this year’s celebration of Burns Night and Chinese New Year – held by the China-Britain Business Council – took place online. Even so, the variety of companies receiving China-Scotland business awards – now a fixture in Scotland’s corporate calendar – has once again demonstrated the health of the two countries’ economic relationship.

Speaking at the event, CBBC chairman Sir Sherard Cowper-Coles drew attention to the thousands of jobs in Scotland that now rely on its links with China, and looked forward to this year’s COP26 climate change summit as another opportunity to showcase those ties. In his remarks, he paid tribute to the award winners and nominees:
 
“The variety of contenders for awards this evening alone is testament to the broad range of sectors in which Scottish businesses now engage with China, from engineering to education to high-end retail,” Sir Sherard said.
 
“Highlighting areas where Scotland, and the broader UK, can co-operate to mutual advantage is becoming ever more important,” he added.
 
The remarkable performance of Scottish exporters in maintaining high levels of sales to China last year, despite the pandemic, was typified by Ireland Alloys, named as Exporter of the Year. The company, which specializes in recycling and selling superalloy scrap, achieved £1.3 million worth of exports last year, in part thanks to its careful research into the Chinese market.

This year’s Chinese Investor of the Year award went to Logan Energy, which specializes in the delivery of engineering solutions for integrated hydrogen technology systems. It has attracted £1 million of investment from Henan Lanxing Power Equipment Co to help develop the hydrogen market in China, where there is currently no other hydrogen tech specialist on a par with Logan.
 
The last award for Entrepreneur of the Year was handed to James Buchan, who founded Dundee-based Zudu in 2014 to focus on digital marketing, development, and strategic consulting for both the UK and Chinese markets. By combining the skills of both British and Chinese development, marketing and growth experts, Zudu helps organisations reinvent their digital profile and implement results-driven online and offline strategies for their target market. The company is notable for its success in growing Scotland’s brands and culture recognition in China.
 
Summary of Winners
 
Exporter of the Year – Ireland Alloys
 
Award for Climate Action – Wood
 
Educational Partnership of the Year – sponsored by Huawei – University of Glasgow – UESTC
 
Chinese Investor of the Year – Logan Energy
 
Entrepreneur of the Year – James Buchan (Zudu) 

The post China-Scotland Business Awards 2021 Winners appeared first on Focus - China Britain Business Council.

The shortlist for the 2021 China-Scotland Business Awards is as follows:

The post Finalists of China-Scotland Business Awards announced appeared first on Focus - China Britain Business Council.