China’s appetite for “Brand Britain”
Over half (55%) of shoppers in China bought items from British brands in a recent three-month period, spending an average of £104 per month, according to a study commissioned by Royal Mail ahead of China’s Singles’ Day.
In a statement issued today (8 November), Royal Mail said that there is a real appetite for ‘Brand Britain’, as the goods are “regarded as being well made and genuine”. 87% like to buy British brands and 76% trust items bought from British retailers not to be counterfeit.
Nick Landon, Managing Director of Royal Mail Parcels, commented: “This study provides a deep dive into the largest e-commerce market in the world. By 2020, China’s e-commerce market is set to be larger than those of the US, Japan, Germany, the UK and France combined.
“UK brands are really clicking with China’s shoppers and have a unique advantage as their goods are perceived to be of premium quality. UK retailers should feel confident that exporting to China can deliver benefits to their business. Breaking into this market has been made much more straightforward thanks to Chinese third-party platforms such as Alibaba’s Tmall.”
