Consumer

Two very different British brands – tea specialist Taylors of Harrogate and luxury fragrance house Boadicea the Victorious – are showing how thoughtful, cautious market development, grounded in digital engagement and brand-building, is a recipe for success in China’s fast-evolving market For many British brands, China presents both an enormous opportunity and a unique set of challenges. With a growing middle class, an appetite for niche and premium products, and …

Influencer marketing in China is often the engine of sales; UK brands must adapt to thrive in its unique ecosystem China’s social commerce space revolves not around ambient influencer posts, but an intricate ecosystem where content, commerce and credibility converge. British brands stepping into this arena must unlearn much of what they assume about sponsorship in the UK and embrace the layered roles of KOLs (Key Opinion Leaders), KOCs (Key …

The lifting of tariffs marks a potential turning point for British brands in China, but understanding local sentiment, policy shifts, and the role of soft power is more important than ever China’s decision to reduce or remove some retaliatory tariffs has encouraged a cautious optimism among British businesses. Yet while the trade climate appears to be improving, brands entering or re-entering the Chinese market are faced with the more complex …

As China’s middle class grows more sophisticated, luxury is evolving. For British brands, the challenge is to stay relevant without diluting their heritage Once a rarefied pursuit of the few, luxury in China is undergoing a subtle but profound transformation. Over the past two decades, global luxury brands from Burberry to Bottega Veneta have raced to establish themselves in the world’s second-largest economy. The assumption was simple: as China’s middle …

Chinese consumers view UK brands through a lens of heritage and quality, but success in this dynamic market demands cultural sensitivity and strategic adaptation In the bustling marketplaces of Shanghai and Beijing, where modernity intertwines with tradition, UK brands have carved a unique niche among Chinese consumers. From the tartan elegance of Burberry to the refined engineering of Jaguar Land Rover, British products are often synonymous with luxury, craftsmanship, and …

China’s growing childfree parent sector is redefining consumer behaviour, driven by economic pressures, cultural shifts and a focus on personal freedom The decision to remain childfree in China is a relatively new phenomenon, rooted in a blend of economic, social and cultural factors. Historically, large families were a cornerstone of Chinese society, supported by Confucian values that emphasised familial duty and lineage. However, rapid urbanisation, rising living costs and changing …

Douyin and WeChat are China’s leading social platforms, but serve different purposes for different brands In China’s digital landscape, Douyin and WeChat dominate as leading platforms, each offering unique pathways to over a billion users. Their approaches to engagement, commerce and storytelling differ significantly, making them essential for brands aiming to tap into China’s lucrative market. With Douyin’s short-video focus and WeChat’s mini-programs, these platforms redefine how global businesses connect …

Marketing to Chinese consumers is considerably different from marketing to British consumers. It is imperative for localised marketing and an alternative strategic approach, writes Jack Porteous of TONG Global China’s vast consumer market, in particular its e-commerce channels, which accounted for approximately £1.1 trillion of purchases from nearly one billion internet users in 2024, are an attractive proposition for many global consumer brands, including those from the UK. The UK’s …

A new report published by Peking University, Sun Yat-sen University and Alibaba’s Taobao and Tmall, offers one of the most data-rich portraits yet of online consumption in China. The China Online Consumer Brand Index (CBI) for 2023–2025, backed by big data from nearly a billion users, reveals a sharp shift in consumer behaviour, from price sensitivity to brand-driven, quality-first purchasing. Here are ten essential takeaways from the CBI that offer …

As China enters a new era of economic moderation, the rules of brand marketing in the world’s second-largest consumer market are rapidly evolving. Totem’s 2025 China Marketing and Media Trends report, published in December 2024 in partnership with Campaign Asia, provides a timely and nuanced view of these shifts. Based on a survey of 95 marketing leaders, the report captures the current mood and the strategic recalibrations underway. This article …