In this article, Demi Shi, Head of Brand Partnerships at Douyin E-commerce Global; Jing Zhang, Global Editor in Chief of Jing Daily and Jing Meta channels; and leading key opinion leaders Amy Zhong and James Smith share their thoughts on what makes Chinese consumers unique.

Discover more about China Consumer 2024 and register now

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As part of the agenda for the day, CBBC will present three timely panel sessions exploring Chinese consumer subcultures and tribes, emotional marketing, and China’s phygital retail ecosystem. These will be accompanied by breakout sessions, brand interviews, and networking opportunities.

Keep reading to explore the panel sessions and discover more of the speakers appearing at the event.

Click here to register now

Chinese Consumers: Navigating Subcultures and Tribes

China’s consumer market is marked by its vast size and striking diversity, encompassing a range of incomes, regional cultures, and consumer preferences. The segmentation presents both challenges and opportunities for UK businesses aiming to establish a foothold in the current economic climate. As China continues to evolve rapidly, staying tuned to the latest consumer trends and understanding the different tribes is more important than ever. We discuss these complexities through the lenses of the latest 2024 China consumer research, explore strategic insights that UK businesses can integrate as they tailor and position their China offerings, and dive deep into emerging consumer sub-cultures.

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The Era of Emotional Marketing

Facing an increasingly sophisticated Chinese audience, consumer brands with ambitions to succeed long-term in the market need to stay true to their core DNA, but communicate their brand values and stories consistently and innovatively. This applies to brands large and small. It demands that brand managers work closely with their China partners to set out a clear brand strategy and target audience, and implement the marketing strategy together. Innovative marketing channels have emerged, and consumers are always demanding novel ways to be connected on an emotional level with the brands.

In this session, we invite Chinese and British brands and influencers to discuss how to effectively connect with target consumers and set out bespoke communication strategies, whilst keeping an eye on your budget.

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The Future is Phygital

China leads the wave of testing mixed reality experiences such as virtual stores, using virtual avatars and products that have a digital identity or digital twins. Consumers in this technology-savvy market demand phygital experiences that are deeply immersive and richly interactive. In this session, our panel of experts will delve into the latest innovations being tested in China and explore the opportunities for partnerships and co-creation with Chinese creatives and domestic brands.

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Meet all of the China Consumer 2024 speakers

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In this article, Zarina Kanji, Managing Director for UK & Europe at WPIC Marketing + Technologies; Ben Grass, Founder and CEO of Grass & Co; Nick Stratton, General Manager International for Nurture Brands; and Jon Graham, CEO of Miller Harris Fragrances share why UK brands cannot afford to miss the China opportunity.

Discover more about China Consumer 2024 and register now

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While Chinese consumer confidence is still sluggish post-pandemic, further growth is inevitable from this hugely powerful and globally influential market. A recent McKinsey survey reveals that when compared to most other major consumer markets, China still has one of the highest rates of consumer confidence globally, higher than the UK, Germany and Japan.

New consumer trends are always emerging in China’s dynamic marketplace; amongst them, the rise of younger consumers outside of first-tier cities stands out as a great opportunity for international brands poised to capture this aspirational market. UK brands are still in a strong position to win the hearts of Chinese audiences who enjoy the UK’s heritage and quality offerings – should brands be savvy enough to package this heritage alongside local sentiments and successfully tell their story.

Despite economic uncertainty, Chinese consumers prioritise spending on lifestyle products and memorable experiences ahead of even some household essentials. With a new mindset emerging amongst Chinese consumer tribes towards discretionary spending, UK brands need to adopt a tailored approach to catering to these evolving needs. A granular understanding of the consumer subcultures and their aspirational lifestyle choices is essential to maximise the still boundless opportunities in the Chinese market.

New China Consumer 2024 speakers announced: JLR, Whittard of Chelsea, Brompton Bicycle, Diageo and more

Join CBBC in London on 14 October for China Consumer 2024 and hear the latest consumer insights from a range of knowledgeable speakers from WPIC, John Lewis, Jaguar Land Rover, Miller Harris, Melt Season, Jing Daily, Alibaba and Douyin, as well as leading KOLs Amy Zhong and James Smith, amongst many others.

Click here to explore the China Consumer 2024 speaker profiles

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InvestHK (Invest Hong Kong) is the Hong Kong Special Administrative Region (HKSAR) Government Department responsible for Foreign Direct Investment. InvestHK’s vision is to strengthen Hong Kong’s status as the leading international business location in Asia. Its mission is to attract and retain foreign direct investment which is of strategic importance to the economic development of Hong Kong. 

“We are delighted to announce our partnership with CBBC for China Consumer 2024. It’s a privilege to partner with such an insightful event, and we look forward to contributing to the valuable discussions and networking opportunities it offers,” says Daisy Ip, Head of Investment Promotion, InvestHK. “We are excited to contribute to the Hong Kong panel discussion at China Consumer 2024. Our focus will be on the growing business opportunities in Hong Kong and how Hong Kong serves as a conduit for UK businesses to access the broader China markets.”

Register for China Consumer 2024 today

China is rewriting the playbook for all consumer industries, from luxury and beauty to creative and hospitality.

China not only remains the most attractive consumer market for exports growth, but it is also a future lab for all UK brands aspiring to innovate in consumer marketing, AI integration and customer engagement. 

Get up to date on the latest trends in China’s consumer market – from sustainability to creating a China strategy to navigating the country’s consumer sub-cultures and tribes – and hear from leading speakers from WPIC, John Lewis, InvestHK, Douyin & Miller Harris, amongst others, at CBBC’s flagship annual consumer conference. 

Discover more and register now

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According to the Global Times, data from recruitment websites in China shows that the total and per capita income of Chinese women are growing faster than for men. Over the past five years, the annual growth rate of the income for women in China ranged from 4-7% (1.7-6% for men), and the income gap between men and women in China has narrowed from about 30% to around 15-25%.

“The Chinese She Economy is a powerhouse. Female consumers in China are proud of who they are and clear about what they want,” says Celine Tang, Sector Lead for Retail and e-Commerce at CBBC.

These female consumers are proactive and well-informed. They are strong advocates for products and brands that they like and share their opinions and experiences on social platforms like Xiaohongshu.

Many Chinese women are increasingly prioritising “self-improvement” consumption, both physical and psychological. They are willing to spend on products and services that benefit their lives, whether that be workout gear, a unique travel experience or a relaxing home fragrance. Other areas that are seeing increasing interest from Chinese women include cars and gaming.

By catering to the preferences of these influential buyers, UK brands can unlock significant growth opportunities in one of the world’s largest consumer markets. Brands that present progressive, culturally sensitive campaigns (focusing on gender equality, for example) have been a hit with Chinese female consumers.

For example, Chinese mother and baby brand Babycare recently ran a campaign called “Today don’t call me mum”, which focused on the need for self-care and the desire to have an independent identity among young mothers. “This tapped into the emotional desire of mothers to break away from the expectation that their lives now revolve around their children, focusing [instead] on self-care and self-confidence,” Jack Porteous, Commercial Director at TONG Global, told FOCUS.

Nevertheless, companies should be careful not to treat Chinese female consumers as a homogenous group, instead carefully researching the preferences of their target consumers and creating emotionally-resonant campaigns.

Meet the female speakers of China Consumer 2024

Don’t miss the opportunity to harness the power of China’s female consumers. Join CBBC’s flagship China Consumer 2024 conference in London on 14 October to hear from a dynamic line-up of female speakers on all things China consumer.

Click here to register

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With leading expert speakers and global brand representatives speaking on topics ranging from sustainability to rising consumer industries and products, the power of cross-brand and sector collabs and emerging industries, China Consumer 2024 is sure to be packed with insights relevant to a wide range of brands across all sectors. 

Explore some of the topics that will be discussed at the event in more detail below:

Why the future of retail in China is phygital

‘Phygital’ has become a buzzword in the retail industry in recent years, referring to blending the physical and digital aspects of the retail journey to offer customers a more immersive, often more personalised, experience. China is particularly notable for the depth of its digital adoption, with consumers feeling exceptionally comfortable with using mobile payments and making purchases via digital commercial channels like livestreams. As a result, the offline retail experience has had to evolve, and today, stores are more about experiencing products, telling an interesting story, and building a relationship with the customer.

What are consumer tribes, and why are they important for brands in China?

China’s consumer market has always been marked by its vast size and striking diversity, encompassing a range of incomes, regional cultures and consumer preferences. Increasingly, however, savvy brands are looking beyond simple demographic characteristics to build deeper connections with consumers via so-called ‘consumer tribes’ – networks of consumers who share an interest, passion or emotional state. These tribal consumers demand to participate in and co-curate consumer experiences, something that often takes the form of user-generated content (UGC) on social media. Building connections with these consumers can catapult your brand to success.

How to connect with Chinese consumers in the era of emotional marketing

While nothing new, emotional marketing – a kind of strategy that uses storytelling, personalisation, and emotional triggers to create a deep connection between a brand and its customers to drive engagement and loyalty – has emerged as a key strategy for brands in China in recent years. A new prioritising of self-care, self-awareness and self-expression as part of consumption decisions is a common thread across China, the UK and many other countries, especially among younger consumers. As a result, consumers are increasingly looking for brands to fulfil their needs rather than persuade them to buy things.

How to talk to Chinese consumers about sustainability

Do Chinese consumers have the same sustainability concerns as their Western counterparts? What drives their purchasing decisions when it comes to sustainability? It’s clear that sustainable brands will increasingly have the edge in 2024 and beyond, so how should brands targeting the Chinese market communicate with Chinese consumers about the credentials of their products?

The post Discover China’s consumer opportunity at China Consumer 2024 appeared first on Focus - China Britain Business Council.

A market leader at the forefront of Asia’s consumer revolution, WPIC will bring a wealth of experience, insights and thought leadership to CBBC’s flagship consumer event.

“WPIC is honoured to be the lead sponsor for CBBC’s China Consumer 2024,” said Joseph Cooke, Co-Founder and President of WPIC. “There is significant potential for British consumer brands in China – and brands need to be equipped with the right knowledge and tools to succeed. We believe this event will provide a valuable opportunity for dialogue about the unique characteristics of China’s dynamic consumer market. We look forward to sharing our insights, engaging with industry leaders, and helping brands unlock new opportunities for growth in China.”

“Realising China’s opportunity for UK consumer brands requires a partner that matches its magnitude and sophistication, and we are thrilled to have WPIC as a Headline Sponsor and supporter of China Consumer 2024,” said Antoaneta Becker, Director, Consumer Economy, China-Britain Business Council. “WPIC’s experience on the ground and their comprehensive range of e-commerce, digital marketing and technology solutions means UK brands can have a platform to access the emerging commercial opportunities in the Chinese market in real time.”

China Consumer remains CBBC’s flagship consumer event and is a must-attend for any UK brand interested in making its mark in the Chinese market. With China undoubtedly a powerful engine for global growth, the country is emerging as a test lab for the future, with future global trends in retail, marketing and commerce sown and grown in China’s vast and highly sophisticated consumer marketplace. 

“I am excited to share WPIC’s insights on how brands can navigate the rapidly evolving Chinese consumer landscape. WPIC will be delivering a keynote session, contributing to a panel exploring the diverse consumer demographics in China, and co-hosting a breakout session in partnership with Douyin,” added Zarina Kanji, Managing Director, UK & Europe of WPIC Marketing + Technologies. “We believe that British brands have enormous growth potential in China – and the conversations from this event will help them refine existing China strategies or formulate their market entry plans.”

The first speakers for China Consumer 2024 have now been announced:

With leading expert speakers and global brand representatives speaking on topics ranging from the reinvention of China’s retail space to the rise of niche products to the power of cross-brand and sector collabs, China Consumer 2024 is sure to be packed with insights relevant to a wide range of brands across all sectors. Don’t miss this rare opportunity to explore China’s cutting-edge consumer marketplace trends and position your brand to succeed in the market.

Click here to view the event agenda and register for China Consumer 2024

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CBBC’s Autumn Reception provides a valuable opportunity for the UK-China business community to gather together, catch-up with old friends and make new contacts. It is a timely occasion from which to mark the achievements of CBBC and our members, and the positive developments in UK-China trade and collaboration over the year so far.

This year, the Autumn Reception will follow CBBC’s China Consumer 2024 conference on 14 October 2024, the organisation’s flagship consumer conference that promises to attract industry-leading experts and delegates.

CBBC will invite key contacts, including UK Ministers from the new government and senior officials, and the Chinese Ambassador and Embassy staff. Together with the CBBC community, it should be a valuable event.

CBBC is offering the opportunity to secure valuable exposure for your company by joining the Autumn Reception as a sponsor.

Why partner with CBBC?

• Raise your profile among delegates from the wider UK-China community.
• Position your company as a leading player in UK-China trade and investment.
• Benefit from pre and post-event marketing.
• Network with China experts and business leaders.
• Complimentary delegate tickets to the reception.

CBBC’s partners will receive:

• Visual branding: inclusion of company logo in all pre- and post-event marketing and at the venue (equal size to other sponsors/no bigger than the CBBC logo).
• Verbal acknowledgement at the event.
• Four tickets to the event.

There are four sponsorship packages available at £5,000 + VAT each.

To enquire about sponsorship opportunities, please get in touch with Adriaan.Commandeur@cbbc.org or Claire.Urry@cbbc.org.

Don’t miss China Consumer 2024

After last year’s highly successful conference was attended by over 200 delegates, CBBC is delighted to announce the return of China Consumer 2024 in October.

This must-attend event is a fantastic opportunity for UK brands to fine-tune their China market strategy. From panel discussions to deep-dive breakout sessions, live streaming sessions and ‘meet the China partner’ opportunities, CBBC’s China Consumer 2024 will offer a holistic view of China’s consumer trends, tangible business leads and shared best practices.

Register by 31 July to enjoy exclusive early-bird savings.

Click here to learn more and register

The post Discover Sponsorship Opportunities for CBBC’s Autumn Reception appeared first on Focus - China Britain Business Council.

Like people in countries all over the world, Chinese consumers are experiencing the effects of climate change and unmanaged waste products first-hand and are concerned about the future. To varying degrees, these concerns are now translating into greater consideration of the sustainability credentials of brands and, ultimately, purchasing intentions.

Moreover, the Chinese government is driving green initiatives from the top down as part of its goal of reaching peak carbon emissions by 2030 and carbon neutrality by 2060. Electric vehicle subsidies, waste sorting schemes and bans on single-use plastics have all had an impact on consumer behaviour.

What are the sustainability concerns of Chinese consumers?

The lack of large-scale public environmental activism in China can paint a picture of a consumer base disinterested in sustainability, but this is not the case. According to a survey by accounting and consulting firm Forvis Mazars, three quarters of Chinese consumers have engaged in sustainable consumption, and an equal proportion feel they are proactive in learning about brands’ sustainability initiatives. Perhaps more importantly for companies in China, 80% of the consumers Forvis Mazars surveyed believe that their loyalty to a brand would increase if sustainability measures were in place.

A recent Deloitte survey concurs, with over 70% of Chinese consumers surveyed accepting sustainability concepts, of which more than 70% have taken sustainable actions. Nevertheless, there are some differences in the sustainability concerns of Chinese and Western consumers that brands should be aware of. A recent Deloitte survey showed that while both Chinese and UK consumers believe that “producing sustainable packaging and products” is the most important sustainable consumption value, overall, Chinese consumers’ understanding of the concept leans towards explicitly environmental practices, while UK consumers also emphasise ethical working practices and human rights.

There is another dimension that brands should be aware of: Chinese consumers purchase sustainable products not just to contribute to a greener environment, but also to protect themselves from a polluted environment. Pollution, notably air pollution, has been a day-to-day experience for many people in China (particularly slightly older consumers), with direct effects on their health. This has created a genuine desire to purchase products made from safe, high-quality, chemical and pollutant-free materials, which are often better for the environment as well.

For British brands in China, customer education is the most important thing to focus on, followed by communicating sustainability in combination with other unique selling points – Celine Tang, China Business Adviser (Consumer Retail & E-Commerce), CBBC

How to make sure green messaging resonates with Chinese consumers

Education should be a critical marketing consideration for brands with a green message to communicate. “Chinese consumers do not have enough information about sustainable products and how sustainability is achieved through design,” says Celine Tang, China Business Adviser (Consumer Retail & E-Commerce), CBBC. In Deloitte’s survey, 53% of consumers said they didn’t have enough information about sustainable products and services. This lack of information is a key barrier to sales conversion.

Live streaming is one of the most effective ways of demonstrating a product’s eco credentials while also building a narrative about how consumers can use the product as part of a more sustainable lifestyle. This strategy is particularly effective with Gen Z, who seek novelty, value and any opportunity to build emotional connections with brands. As an example, San Francisco-based sustainable footwear maker Rothy’s (whose shoes are made from recycled plastic bottles) has seen success with live streaming on Tmall.

Companies should certainly try their best to drive the sustainability conversation, but Chinese consumers, like their counterparts in the West, are often sceptical of corporate sustainability claims. Brands need to demonstrate actionable initiatives and a sense that sustainability is built into their DNA. A brand like Patagonia, which is popular among younger Chinese consumers, especially those who have studied abroad in countries like the US and UK, would be a good example. What’s more, the ability to build sustainability concerns into brand DNA from the get-go could give younger, smaller brands an advantage over established players.

Explore the sustainability concerns of Chinese consumers at China Consumer 2024

CBBC’s flagship consumer event, China Consumer, will take place in London on 14 October 2024. The event will explore a diverse range of topics, including phygital retail, sustainability in China, cybersecurity and more through panel sessions, brand interviews, a networking lunch, and break-out workshops.

Click here to purchase tickets

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