The lucrative Chinese consumer market and how UK brands can effectively engage with it was the subject of the expert-led consumer breakout session at the UK-China Business Forum 2025
Chaired by Celine Tang, Retail & E-commerce Sector Lead, China-Britain Business Council, the session featured insights from David Haigh, Chairman and CEO, Brand Finance Plc; Jack Porteous, Commercial Director, TONG Global; Kai-Chuan Chao, Commercial and Cultural Partnerships, East Asia Lead, The British Library; and Antoaneta Becker, Director, Consumer Economy, China-Britain Business Council.
The panel delved into the importance of cross-brand collaborations, cultural partnerships, and the evolving dynamics of the Chinese consumer market. Here’s how it went:
Jack Porteous kicked off the discussion by introducing TONG’s new report, Navigating a Global China: Brand Opportunities in Collaboration and Competition, a resource designed to help UK brands collaborate effectively with their Chinese counterparts. “Chinese consumers are far more open to cross-brand collaborations than those in other markets, but it’s crucial to get it right,” Porteous said.
The guide, which can be downloaded here, provides examples of successful collaborations, such as Heytea’s strategy of targeting wealthy Chinese diaspora communities in cities like London. “Heytea’s approach shows how brands can leverage the diaspora to build a loyal customer base,” Porteous explained. He also highlighted Popmart’s use of key opinion leaders (KOLs) like Lisa from BlackPink to appeal to younger consumers, as well as Tiffany & Co.’s campaign, which successfully targeted Chinese consumers in London. “These examples demonstrate the power of thoughtful, culturally relevant collaborations,” he added.
Kai Chuan Chao shared insights from the British Library’s collaboration with Yuewen, a leading Chinese online content platform. “Yuewen has ambitious plans to expand in the UK, and our partnership has been instrumental in helping them achieve this,” she said. The collaboration included the Literature in the Digital Age event, supported by the China-Britain Business Council (CBBC), which explored the intersection of literature and technology. “Yuewen’s vast online readership provides a unique opportunity for UK brands to engage with Chinese consumers through digital storytelling,” Chao explained. She emphasised the importance of cultural partnerships in building bridges between the UK and China, particularly in the digital age.
Antoaneta Becker provided a strategic perspective on why brand collaborations matter in the Chinese market. “Collaborations are a powerful tool for brands that are already established and growing in the market. They’re not for those in the initial stages of market entry,” she cautioned. Becker stressed that Chinese consumers need to understand a brand’s identity before engaging with collaborative efforts. “The Chinese market has shifted dramatically since Covid-19. While quality products remain paramount, brand loyalty is harder to maintain as consumers are increasingly willing to switch allegiances,” she said. Becker urged UK brands to work harder at building and sustaining loyalty, noting that “Brand Britain” faces stiff competition in a challenging business environment.
David Haigh of Brand Finance rounded out the discussion with insights from the Global Soft Power Index report, which assesses the influence of nations as brands. “The UK’s influence has been declining due to recent political events, but there’s still significant goodwill towards British brands globally,” he said. Haigh highlighted China’s growing soft power, particularly in the business sector, and urged UK brands to capitalise on this momentum. “China’s influence is on the rise, and UK brands need to find ways to align themselves with this trend,” he explained. Haigh suggested that UK brands focus on building authentic connections with Chinese consumers, leveraging cultural and business synergies to enhance their appeal.
The session concluded with a consensus on the importance of collaboration, cultural relevance, and strategic planning in engaging the Chinese consumer market. Porteous summarised the discussion by emphasising the need for UK brands to approach collaborations thoughtfully. “The Chinese market offers immense opportunities, but success requires a deep understanding of consumer preferences and cultural nuances,” he said. As the world’s largest consumer market continues to evolve, the insights from this panel underscored the importance of innovation, authenticity, and partnership in unlocking its potential.
