Top 4 British Brands Thriving in China Due to Their UK Association
Branding a product as ‘British’ holds significant value. Brands under this label, whether they’re manufactured in the UK or not, project an identity that’s uniquely British. In China, the association with the UK symbolizes luxury, refinement, and distinction. The ‘British’ tag is so popular that it’s now common to spot the UK flag on vehicles in Chinese urban areas. As the Chinese middle class grows in wealth, their penchant for luxury goods intensifies, making the UK’s image a major selling point.
- Dyson:
- Dyson Ltd has a vast international market presence, selling in over 50 nations. In China alone, its products are available in 200 stores spread across 45 cities. In fact, the company tripled its Chinese market share in 2014, indicating its rapid growth in the region. James Dyson’s reputation as an inventor and entrepreneur echoes the UK’s hallmark traits of quality and innovation. This narrative appeals greatly to Chinese consumers, who view Dyson as a symbol of technology and expertise.
- Dyson’s adaptation to the Chinese market, such as designing smaller machines specifically tailored for Asian consumers, further boosts its popularity. As James Dyson mentions, the demand in China is for compact technology without compromised performance.
- Rolls Royce Cars:
- Despite being owned by Germany’s BMW AG since 1998, Rolls-Royce Motor Cars Ltd is predominantly identified as a British brand. Surprisingly, China became its biggest market in 2013, even amid campaigns against extravagant consumption by Chinese officials.
- Rolls Royce’s success can be attributed to the Chinese emphasis on prestige. Owning a Rolls Royce in cosmopolitan cities like Shanghai and Beijing reflects affluence and stature. Additionally, the customizable nature of Rolls-Royce cars offers exclusivity, making it a favorite among wealthy Chinese consumers.
- New Balance:
- Although originally an American brand, New Balance has successfully positioned itself as a British entity in China. It emphasizes its British manufacturing through marketing campaigns, capitalizing on the allure of ‘British quality’ to set itself apart in a market saturated with counterfeits.
- Promotional materials often emphasize the British connection, like the ‘Royal Oak’ shoe range named after an English pub. For Chinese consumers, buying a product with a ‘made in England’ tag symbolizes authenticity and a break from the norm of local manufacturing.
- Burberry:
- Burberry’s luxurious British image has resonated strongly with the Chinese. Their branding masterfully interweaves the British heritage with modern aesthetics.
- Burberry continually reinvents its brand narrative, with a focus on music, heritage, and innovation. Their flagship store in Shanghai is a testament to this, offering an immersive brand experience that not only emphasizes the British connection but also highlights London’s image as a modern global hub.
Brands looking to succeed in China must understand the appeal of the ‘British’ tag and leverage it correctly. Given the positive perception, UK brands have a distinct advantage in the Chinese market. Those looking to tap into this potential should seek expert guidance to navigate this unique market landscape.
