CBBC China Programme 2014
The China Consumer Group
Selling British goods to Chinese consumers at home and abroad
Luxury shopping in the UK is a favourite pastime of Chinese consumers. Britain’s rich heritage includes
luxury manufacturers, Royal Warrant-holders, and world-famous brands from Burberry, Alexander
McQueen and Jimmy Choo to Harrods, Harvey Nichols and Selfridges.
British food and drink is renowned for its quality. Chinese consumers, assured by the freshness and
reliability of our produce, are increasingly keen to buy new and reputed foreign brands domestically.
CBBC has identified retail as a key sector for Sino-UK growth for three main reasons:
China is taking measures to transform its economy to a consumption-based model;
Chinese consumers and developers want differentiation and new brands on the high street;
E-commerce holds huge potential in China (as underlined by the MoU signed by UKTI with
Alibaba’s online platform Tmall during the Prime Minister’s visit in December 2013).
The CBBC China Consumer Group offers British luxury brands and food and drink retailers the ideal
conditions to attract and interact with Chinese buyers. It is part of a dedicated two-year retail campaign
hosted by CBBC and UKTI, which aims to help British companies understand Chinese consumer behaviour,
learn how to engage successfully with Chinese consumers at home and abroad, and raise awareness of
their British brands among their target groups in China.
A group visit to China will be arranged as part of the China Consumer Group programme. Opportunities
will be provided to meet specific Chinese consumer groups, for example at exclusive CBBC matchmaking
events. The scale of CBBC’s experience and industry contacts in China gives our members access to wider
marketing channels and more cost-effective group reconnaissance missions.
Opportunities
Find the openings that are relevant to you by discovering China’s trends, needs and initiatives.
Forge partnerships with retailers and developers across China during CBBC market visits
Attract Chinese consumers based on guidance from CBBC webinars and CBBC market advisors
Discover the untapped potential of China’s Tier 2 and 3 cities, beyond the established hubs
Relationships
Develop relationships by attending delegations and meeting prospective counterparts face to face.
Establish trust by deepening your personal connections in China, e.g. through CBBC’s B2B
seminars
Cultivate lasting relationships with reliable Chinese partners, e.g. at CBBC matchmaking sessions
Build rapport with companies in your niche area, e.g. via our programme of retail fairs and
festivals
Leads
Find practical applications for your expertise, making use of CBBC’s network of contacts and connections.
Gain unique access to specialist retailers, agents and distributors throughout China
Cement your business in China, e.g. as a designated supplier for local Chinese government events
Cooperate long-term with government associations and shopping centres across China
Who should join the China Consumer Group?
Retail brands
Hotel groups
Airlines
Customer-facing corporate members of CBBC
Service providers with relevant expertise or business interests are also very welcome to register
their interest in the group, so that we can involve you in our programme on an ad hoc basis.
Membership of the China Consumer Group is by invitation only. The group will be led by Fenella Barber
([email protected]) in London and Xin Wen ([email protected]) in Beijing. To register your
interest, please email Lily Yang in London at [email protected].
Outline of Activities in 2014
Understanding the Chinese consumer, promoting British brands
Key events and exhibitions in China and the UK (subject to change)
June The Great British Brands Festival in Beijing
Following on from the successful Great British Brands Festival in October 2013 in
Beijing, the second Great British Brands Festival this year will showcase British
food and drink, cars, toys, consumer goods and fashion, and B2B activities will be
organised for sellers. The 2013 Great British Brands Festival featured over 30 UK
brands including Marks & Spencer, ViSpring, Loake, Cheaney, Jeffery West, Queen
Anne, Morgan and Jaguar Land Rover. VIP guests included Boris Johnson, Mayor of
London, and Wang Shouwen, Assistant Minister of the Minister of Commerce. CBBC
and the British Chamber of Commerce in China will cooperate with UKTI to
organise this event.
The Great British Brands Festival in Chengdu
Later in June, CBBC will hold a separate Great British Brands Festival for sellers and
consumers in western China, in the mould of the Beijing edition. This activity, in the
booming hub of Chengdu, will similarly promote British products and host business
activities such as workshops. CBBC and the British Chamber of Commerce in China
will collaborate with UKTI and government bodies to organise the event.
August “Back to School” Children’s Showcase in Xi’an
This event will concentrate on children’s products such as clothing, toys, books and
food and drink, as well as services and educational programmes to help children to
learn more about Britain. “Back to School” is designed to encourage a greater
understanding among Chinese parents and children of British culture and brands.
September British Brands Showcase in Tianhe Road, Guangzhou
The British Brands Showcase is to be held in parallel with the Guangzhou
International Shopping Showcase in September, in order to introduce British
brands to Guangzhou’s most popular shopping destination, Tianhe Road. The
showcase will also feature other elements such as culture, arts, sports, tourism and
films, as well as a CBBC seminar and a UKTI business matching series.
UK-China Consumer Summer Night in Guangzhou
The Consumer Summer Night in Guangzhou, led by CBBC, will be part of the
aforementioned Tianhe Road British Brands Showcase. The Consumer Summer
Night, a reception for 70 to 80 guests, will bring together Chinese nationals and
expatriates alike to enjoy a night of British retail-themed fun. To accompany this,
there will be a mini showcase of several British brands, as well as a range of British
music and entertainment, fun and games.
The MICAM Shanghai
The MICAM Shanghai is an international event in Shanghai for exhibitors of
footwear brands. This year CBBC will partner with the British Footwear Association
to organise a group of British exhibitors, including sellers of footwear brands,
leather garments and accessories.
October China Toy Expo in Shanghai
The 2014 China Toy Expo is in Shanghai from 15 to 17 October. CBBC, in
partnership with UKTI, will partner with the local organiser, China Toy & Juvenile
Products Association, to set up a British pavilion. We will bring British toy brands to
exhibit in the fair, and help them to meet agents and buyers. The fair will be
combined with a China-bound mission including one day at the exhibition, specially
arranged one-to-one business meetings and a reception.
November British Pavilion at World of Food, Beijing
CBBC will host a British pavilion at this new show in Beijing. The show is aimed at
the northern provinces of China, which now account collectively for 40 per cent of
China’s imported food and drink products.
British Brands Showcase in Parkview Green, Beijing
The British Brands Showcase is a nine-day shopping festival to be held in North
China’s leading contemporary mall, Parkview Green in Beijing. It provides a unique
opportunity for British consumer goods companies and luxury brands to showcase
their products to thousands of Beijing’s increasingly affluent Chinese consumers.
CBBC will plan and organise the event in partnership with UK Trade & Investment.
Food and Hospitality China (FHC), Shanghai and Chengdu
The FHC exhibition is the leading show for imported food and drink products in
China. The UK Food and Drink Exporters Association (FDEA) will organise a British
pavilion at the show for the fourth year running, in partnership with CBBC.
Activities at the show itself will be supplemented by a programme of store visits
and an evening reception to promote all that is great about British food and drink.
British Brands Showcase in Wanda Plaza, Wuhan
Han Street is Wanda Group’s landmark project in the city of Wuhan, as well as one
of the group’s core projects nationwide. Designed as an entertainment resort, the
project includes a 1.5 km pedestrian street, with Wanda Plaza and a Las Vegas-style
showroom at the end. The British Brands Showcase will feature alongside other
elements such as culture, arts, sports, tourism and films, as well as a CBBC seminar
and a UKTI business matching series.
UK Christmas Retail Masterclass
CBBC, in partnership with UKTI, will lead a delegation to the UK in mid-November.
The delegation will attend a number of seminars with the UK’s leading retailers,
such as Sir Philip Green, Marc Boland, Philip Clarke and Christopher Bailey, to learn
from the brains behind the success stories of British retail. The Retail Masterclass
will reveal their secrets relating to store design, mobile apps, merchandising,
advertising campaigns and e-commerce.
Webinars and networking (subject to change)
Retail Webinar: Understanding E-commerce Routes to Communicate in China
Webinar: The Role of Multi-Brand Stores as Distributors and Agents
Webinar: Understanding Consumer Behaviour & the Importance of Festival
Promotion Online and Offline in China
Food & Drink Webinar: Selling Food and Drink Online in China
Webinar: Import Procedures for Food and Drink Export
Webinar: Branding and IP Protection in China
Webinar: The Market for British Food and Drink in China’s Regional Cities