Retail

A successful brand‑distributor partnership depends on clear communication, mutual expectations and shared expertise For British consumer brands expanding into China, appointing a distributor is a pivotal moment but one that is often misunderstood. Too often, the partnership is viewed as transactional, with responsibility for growth quietly outsourced to the Chinese side. But to distributors in China, what matters most is not just the product, but the relationship. They want UK …

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 …

China’s HNWIs are driving demand for luxury home interiors, offering British brands a prime opportunity to dominate this niche market.

China’s booming cross-border e-commerce market offers British businesses unparalleled access to a vast consumer base. From Tmall Global to Little Red Book, explore their unique strengths, and how to reach the right Chinese shoppers in 2025 Why Cross-Border E-Commerce Appeals to British Businesses For British businesses, cross-border e-commerce into China is a compelling opportunity to tap into the world’s largest online retail market without the complexities of establishing a physical …

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 …

China’s instant VAT refund policy for foreign tourists is a strategic move to invigorate the country’s tourism and retail sectors Effective since 8 April 2025, China’s instant VAT refund initiative allows eligible international visitors to receive VAT refunds directly at the point of purchase, as opposed to claiming refunds upon departure.​ The policy, which was piloted in major tourist destinations like Beijing, Shanghai, and Shenzhen, has now been expanded across …

China’s cost and environment-conscious shoppers are increasingly flocking to second-hand and resale platforms. Robynne Tindall finds out more Traditionally, second-hand or vintage apparel was not thought to be desirable for the average consumer in China, especially during the economic good times of the past few decades. However, the popularity of second-hand, resale and pre-owned goods platforms has taken off in recent years, especially among Gen Z shoppers, driven by growing …