{"id":13212,"date":"2015-09-07T01:48:22","date_gmt":"2015-09-07T01:48:22","guid":{"rendered":"https:\/\/marketingtochina.com\/?p=13212"},"modified":"2023-02-21T17:56:51","modified_gmt":"2023-02-21T17:56:51","slug":"5-uk-brands-that-benefit-from-being-made-in-britain-in-china","status":"publish","type":"post","link":"https:\/\/marketingtochina.com\/5-uk-brands-that-benefit-from-being-made-in-britain-in-china\/","title":{"rendered":"5 UK brands that benefit from being &#8220;Made in Britain&#8221; in China"},"content":{"rendered":"\n<p><a href=\"https:\/\/marketingtochina.com\/key-marketing-strategies-for-china-market\/\">Marketing<\/a> a product as \u2018British\u2019 is creatively achieved.\u00a0\u2018British Brands\u2019\u00a0are\u00a0those\u00a0marketed\u00a0and perceived\u00a0as British firms, with a uniquely\u00a0distinct sense of identity (regardless of where they are manufactured). British brands benefit from being associated with the UK in China. \u2018British\u2019 is perceived by\u00a0the Chinese as a hallmark of luxury, sophistication, and class. \u2018Britishness\u2019 from the Chinese perspective is distinct from the ordinary and everyday. Increasingly on the roads in urban areas, one sees the GB flag adorned on scooters and cars. \u2018British\u2019 has become a powerful brand to capitalize upon in this lucrative market. The increasingly affluent and sizeable middle class in\u00a0China\u00a0seeks to purchase\u00a0more luxury goods and capitalizing on the positive connotations\u00a0is important for marketers here.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>To buy British is to adopt a distinct, more international sense of identity.<\/li>\n\n\n\n<li>Chinese consumers are often seeking different products in an increasingly crowded marketplace.<\/li>\n\n\n\n<li>This reflects a growing demand for unique, international brands which stand out in terms of quality and aesthetics.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Here are five brands that have benefited in China from being \u2018made in Britain\u2019.<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Dyson<\/h3>\n\n\n\n<p>Dyson Ltd sells 85 percent of its products outside the United Kingdom, in more than 50 different&nbsp;countries and regions. The UK company is a truly global proposition. Dyson products are now sold in&nbsp;200 stores across 45 cities in China. <a href=\"http:\/\/realbusiness.co.uk\/article\/29784-dyson-hits-new-heights-in-asian-market-as-it-launches-new-product\" target=\"_blank\" rel=\"noreferrer noopener\">Real Business<\/a> reports that \u2018it&nbsp;is Dyson\u2019s fastest-growing market, having tripled the size of its business in 2014\u2019. James Dyson&nbsp;as a&nbsp;successful&nbsp;inventor, engineer, and&nbsp;businessman reflects a certain \u2018story\u2019 told concerning the entrepreneurial individual, this type of marketing narrative appeals to the Chinese consumer. The British hallmarks of quality and innovation are&nbsp;the key to the brand&#8217;s success in China. <\/p>\n\n\n\n<p>Dyson is associated with quality, they have built up a positive reputation&nbsp;in terms of the design and application of their products. They are&nbsp;perceived as a specialist, technological&nbsp;company. China has undergone a technological revolution with a huge appetite&nbsp;for this&nbsp;newest technology. \u201cWe brought our newest machines to China, digital handheld cordless vacuum cleaners, bladeless fans, and our most advanced cyclone technology that doesn\u2018t lose suction,\u201d said <a href=\"http:\/\/www.chinadaily.com.cn\/business\/2013-03\/14\/content_16307274.htm\" target=\"_blank\" rel=\"noreferrer noopener\">James Dyson<\/a>. The difference between the Chinese market and the rest of the world is scale and variety, this makes it logistically challenging but&nbsp;in terms of high-tech appliances tastes are aligning globally.<br><br>\u201cWe have designed smaller machines specifically for the Asian market. We are finding that people want compact technology without compromising performance. This shift has been central to the growing popularity of our digital cordless vacuum cleaners and we look forward to seeing that growth continue,\u201d said <a href=\"http:\/\/www.chinadaily.com.cn\/business\/2013-03\/14\/content_16307274.htm\" target=\"_blank\" rel=\"noreferrer noopener\">James Dyson<\/a>. High-tech Dyson appliances are most popular in China so adapting the product range and the marketing strategy&nbsp;to cater&nbsp;to this demand is key.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.oezratty.net\/wordpress\/wp-content\/dyson.jpg\" alt=\"\"\/><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">Rolls Royce Cars<\/h3>\n\n\n\n<p>British ultra-luxury automotive company Rolls-Royce Motor Cars Ltd has made China its largest market since 2013. The 110-year-old carmaker was bought by Germany\u2019s BMW AG in 1998 but is still associated with a strong sense of&nbsp;British identity.<\/p>\n\n\n\n<p>Chinese President Xi Jinping\u2019s campaign against conspicuous consumption&nbsp;by Chinese officials was thought to have had&nbsp;a <a href=\"http:\/\/beta.tutor2u.net\/business\/blog\/rolls-royce-cars-in-china-demand-for-luxury-sustained\" target=\"_blank\" rel=\"noreferrer noopener\">\u2018detrimental effect on the high-end luxury products market\u2019<\/a>. These \u2018anti-corruption campaigns&nbsp;surprisingly don\u2019t seem to have affected Rolls-Royce. According to this <a href=\"http:\/\/news.sky.com\/story\/1192418\/rolls-royce-fourth-year-of-record-car-sales\" target=\"_blank\" rel=\"noreferrer noopener\">report from Sky News<\/a>, the luxury car giant said it delivered 3,630 cars to customers in 2013, a&nbsp;record high for the company.<br>The&nbsp;most substantial&nbsp;sales&nbsp;increases worldwide&nbsp;were in the Middle East (up 17%) and China (11%). There are now over 20 Rolls Royce showrooms in China.<\/p>\n\n\n\n<p>In modern China status and prestige are incredibly important for affluent consumers. The term \u2018keeping face\u2019 in China sums this up, people prioritize maintaining a positive image&nbsp;and appearance at all costs. This desired status and prestige&nbsp;is reflected by owning&nbsp;a&nbsp;Rolls Royce Car the world&nbsp;over and China is no exception! &nbsp;The popularity of&nbsp;luxury cars,&nbsp;especially in cosmopolitan cities such as Shanghai or Beijing has soared.<\/p>\n\n\n\n<p>A sense of heritage and an&nbsp;international reputation have aided the growth of Rolls Royce in China. \u2018Britishness\u2019 from the Chinese perspective is distinct from the ordinary and everyday, this perception lends itself to luxury, high&nbsp;quality, and&nbsp;expensive products such as this.<\/p>\n\n\n\n<p>Rolls-Royce Cars are highly customizable, this&nbsp;appeals to the affluent Chinese consumer seeking something personalized and unique for their money.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/2.bp.blogspot.com\/-YVwqjk3Phno\/UYmz0dpl7cI\/AAAAAAAABfs\/V9oRUa5xrLc\/s1600\/Rolls+Royce+Phantom.jpg\" alt=\"\"\/><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">New Balance<\/h3>\n\n\n\n<p>Despite being an American firm&nbsp;sports brand \u2018New Balance\u2019&nbsp;has produced a whole&nbsp;range which is marketed as typically \u2018British\u2019. A <a href=\"http:\/\/makeitbritish.co.uk\/uk-manufacturing-2\/made-in-england-new-balance-trainers\/\" target=\"_blank\" rel=\"noreferrer noopener\">video<\/a> was produced to market the British range featuring the local factory in Cumbria. The products are hand-made in the UK, this craftsmanship and high-quality appeal are here&nbsp;because it is unique, the Chinese consumer increasingly seeks products that are authentic in a market where many counterfeits are circulated.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><a href=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2015\/08\/new-balance-royal-oak-1.jpg\"><img decoding=\"async\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2015\/08\/new-balance-royal-oak-1.jpg\" alt=\"new balance royal oak 1\" class=\"wp-image-13220\"\/><\/a><\/figure>\n<\/div>\n\n\n<p>In this image, a sense of authenticity and quality is conveyed.&nbsp;Being \u2018brewed in England\u2019 signifies that,&nbsp;the shoes take their name, \u2018The Royal Oak\u2019, from a traditional English pub. Searches on Baidu for the brand reveal images such as this.&nbsp;The whole image is black&nbsp;and white except for the GB flag, this draws the user&#8217;s attention immediately.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><a href=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2015\/08\/new-balance-bw-image.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"524\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2015\/08\/new-balance-bw-image-1024x524.png\" alt=\"new balance bw image\" class=\"wp-image-13217\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2015\/08\/new-balance-bw-image-1024x524.png 1024w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2015\/08\/new-balance-bw-image-300x154.png 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2015\/08\/new-balance-bw-image-768x393.png 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2015\/08\/new-balance-bw-image.png 1047w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n<\/div>\n\n\n<p>It is at the center of the picture and in color, it, therefore, stands out against the muted, black-and-white background. Chinese comments about this picture are all emphasizing the appeal of this style of Branding, to wear the British brand&nbsp;is to adopt a distinct, more international&nbsp;sense of identity. Emphasizing that the shoe is&nbsp;\u2018made in England\u2019 serves to promote a sense of quality. This is actually what the affluent Chinese consumer is looking for, a sense of uniqueness (that this is made abroad), and proof of quality. Chinese manufacturing is often associated with counterfeit goods and fakes, the \u2018made in England&#8217; slogan thus reflects authenticity.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Burberry<\/h3>\n\n\n\n<p>Burberry has seen strong growth in China with their upmarket, luxurious \u2018British\u2019 Brand proving popular. They have capitalized on the Chinese association of&nbsp;luxury and class with the UK.<\/p>\n\n\n\n<p>British heritage is constantly emphasized in a uniquely&nbsp;modern and progressive way by Burberry. Burberry\u2019s chief creative officer <a href=\"http:\/\/www.businessoffashion.com\/articles\/global-currents\/storytelling-key-burberrys-china-strategy\" target=\"_blank\" rel=\"noreferrer noopener\">Christopher Bailey when interviewed by BoF<\/a> said; \u201cIt\u2019s important to keep innovating with your product and keep telling different stories with it. History and heritage are important to have as a foundation, but you have to build on top of that to keep it moving forward. Technology helps us do that.\u201d A new&nbsp;Chinese flagship store has opened in Shanghai\u2019s&nbsp;\u2018Kerry Centre\u2019 a designer shopping mall. It has been designed to offer multi-sensory experiences for customers. It is&nbsp;an&nbsp;event space and entertainment hub&nbsp;just as much as it is&nbsp;a store. This&nbsp;demonstrates how&nbsp;narrative focus and&nbsp;communicating identity are at the forefront of Burberry\u2019s brand experience. In a <a href=\"http:\/\/www.burberryplc.com\/media_centre\/press_releases\/2014\/burberry-flagship-opens-in-shanghai\" target=\"_blank\" rel=\"noreferrer noopener\">press release<\/a> the company said; \u2018guests will be taken on an immersive, theatrical journey through the Burberry world of music, heritage, product, and innovation \u2013 bringing the brand\u2019s hometown of London to Shanghai.\u2019 It is therefore not just a case of re-using&nbsp;the Chinese clich\u00e9 of the UK but also expanding upon it, marketing London as a cosmopolitan, modern, and innovative global center. This coupled with luxury is perfectly fitting for the urban, modern, Chinese consumer.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.city-paris.org\/wp-content\/uploads\/2012\/08\/Burberry.jpg\" alt=\"\"\/><\/figure>\n<\/div>\n\n\n<p>It is important to know the Chinese market and understand how the&nbsp;\u2018British\u2019 label can be marketed and adapted accordingly.&nbsp;British brands can certainly benefit from this positive Chinese perception. If you are a British brand with a project in mind please&nbsp;do contact us, our agency knows the market intimately and can help you launch a campaign here.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>For more information on our agency <a href=\"https:\/\/marketingtochina.com\/brand-advertising-agency-in-china\/\">click here<\/a>.<\/li>\n\n\n\n<li>For more information about why companies fail in China <a href=\"\/why-do-international-companies-fail-in-china\/\" target=\"_blank\" rel=\"noreferrer noopener\">see here<\/a>.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Marketing a product as \u2018British\u2019 is creatively achieved.\u00a0\u2018British Brands\u2019\u00a0are\u00a0those\u00a0marketed\u00a0and perceived\u00a0as British firms, with a uniquely\u00a0distinct sense of identity (regardless of where they are manufactured). British brands benefit from being associated with the UK in China. \u2018British\u2019 is perceived by\u00a0the Chinese as a hallmark of luxury, sophistication, and class. \u2018Britishness\u2019 from the Chinese perspective is distinct [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":13265,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[14,5559],"tags":[],"class_list":["post-13212","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-china","category-case-study"],"acf":[],"_links":{"self":[{"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/posts\/13212","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/comments?post=13212"}],"version-history":[{"count":4,"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/posts\/13212\/revisions"}],"predecessor-version":[{"id":74845,"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/posts\/13212\/revisions\/74845"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/media\/13265"}],"wp:attachment":[{"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/media?parent=13212"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/categories?post=13212"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/tags?post=13212"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}