Why China? For one thing, Brexit uncertainty is an issue in the business environment and therefore, many marketers are looking to new markets for new opportunities. This is one of the reasons why British fruit grower Haygrove farm is expanding in China, providing berries grown in China for that market.
Other brands are choosing to enter the Chinese market through online shopping portals. For instance, JD Worldwide (jd.com) is a popular shopping portal in China that already features signature UK fashion brands like Burberry, Stella McCartney and Alexander McQueen.
Also, Chinese consumers are buying from UK marketers because they don't want to risk buying counterfeit goods--they want the real thing, purchased directly from the brand or an authorised retailer.
Alibaba, the largest ecommerce firm in China (or perhaps anywhere), is targeting British marketers that want to connect with Chinese consumers. On Alibaba's Singles Day (11 Nov), UK brands (including New Look and Marks & Spencer) received an enthusiastic response by Chinese buyers making purchases from Alibaba. Watch for more UK brands to target Chinese consumers as they expand their global marketing.