The full-day event kicked off with welcoming remarks from Peter Burnett OBE BBS, Chief Executive, China-Britain Business Council who warmly welcomed attendees. Remarking on his recent visit to China, Peter shared his insights on the fast-moving Chinese consumer market and expressed his confidence in the country’s continued growth and the vast opportunities available to British brands. 

Next, delegates were treated to two keynote addresses. The first, was delivered by Tim Craighead, Global Chief Content Officer & Director of Research, Bloomberg Intelligence who presented on Looking Beyond China's Growth Dilemmas for Lasting Consumer Opportunities.
Tim shared insights on China’s long-term market developments, consumer sentiment and future outlook. He explained that the current market has experienced slow growth, with retail sales drifting downwards over the last few months. However, expressed optimism at the stimulus provided via China’s new Five-Year Plan which places technology and innovation at its forefront. He categorised China as undertaking a: “Shift to a service led economy where demand and growth will continue to thrive”. And remarked upon consumer trends such as soaring pet ownership, strong online sales, and increased domestic travel which highlight opportunities for growth and the strong value that Chinese consumers place on emotional and experiential consumption.

The second keynote speech was delivered by Erwan Rambourg, Managing Director, Global Head of Consumer and Retail Equity Research, HSBC who shared with guests: Why Luxury Will Rebound in 2026.

China’s luxury market has experienced a slowdown recently, with luxury spending taking a dip in the post-pandemic climate. However, Erwan argued that the challenges faced by some luxury brands are self-inflicted and driven by Greedflation with products overpriced and a lack of creativity and localisation in-market: issues that have particularly affected middle-priced luxury brands. 

However, Erwan expressed his cautious optimism for China’s luxury market in 2026. He argued that, to succeed, brands need to: ‘Find their personality and stand out of the crowd’. He highlighted examples of international luxury brands performing well in China, including the creative and innovative, Miu Miu and the affordable, Longchamp. But these brands are facing tough competition from local substitutes, who are incredibly quick to adapt to the market and highly innovative. Sharing the examples of jewellery brand, Laopu Gold; handbag brand, Songmont; and Anta sportswear: Erwan showcased the brilliance of Chinese brands.

To win in China, brands need to deploy a ‘targeted fragmented marketing strategy’ – which not only acknowledges but actively embraces local characteristics, desires and needs. A uniform global marketing and pricing strategy is no longer up to the task of cracking the Chinese luxury consumer market.

Moving onto our first panel discussion of the day: China Is Democratising Luxury. What Does This Mean For You? We were delighted to be joined by Erwan Rambourg, Managing Director, Global Head of Consumer and Retail Equity Research, HSBC, Charlie Gu, Founder & CEO, Jingzhi Media Group, Vanessa Wu, China PR & Marketing Director, de Gournay, and Galvin Weston, Chairman, Charbonnel et Walker, in a session chaired by Antoaneta Becker, Director, Consumer Economy, China-Britain Business Council. 

Charlie introduced the Chinese concept of ‘Jingzhi’ and how this has been reinterpreted in modern consumer culture as signifying a lifestyle that values authenticity, depth, and cultural continuity. He explained “Consumers today are driven by values instead of a price tag”.
The panel discussed how Chinese consumers are rewriting the playbook on luxury: summed up by Antoaneta as a “shift to more intimate, participatory and experiential definitions of luxury”. Erwan explained how China’s luxury marketplace has been driven to become increasingly localised following the isolation of the country during the pandemic, with China’s youth increasingly redefining and repurposing concepts of luxury to fit their own cultural and personal values. 

Vanessa described the value of meaningful storytelling and how this is key to engaging with consumers. Brand collaborations can be key to this storytelling, for example, Galvin explained how Charbonnel et Walker’s popularity amongst Chinese shoppers has been boosted by collaboration with Peter Rabbit. Charlie described examples of brand collaborations such as shoe brand, Hoka’s TCM Doctor campaign which proved a hit amongst shoppers, and he emphasised that sensitive and innovative cultural branding is key to success. 

Xiaohongshu was also highlighted as key to brand image, identity and storytelling by the panel, with the app being used to build brands in China and drive offline sales. The panel agreed that approaching both online and offline retail platforms in a coordinated and connected manner ‘as one’ is key to success in China.

The second panel discussion of the day focused on: Navigating The Chinese Consumer Market In A Post-Tariff World: The Regulatory, Cultural And Political Landscape. Speakers joining were Francesco Montonati, Managing Director, Hawksford, Martin Gill, Managing Director, Vispring Ltd, and Joanna Zhou, Asia Market Manager, Glencairn Crystal Studio, in a session chaired by Celine Tang, Retail & E-commerce Sector Lead, China-Britain Business Council.

Francesco gave delegates an overview of recent changes to China’s regulatory environment, with detailed insights into the challenges faced by UK brands in-market. He described changes to Chinese company law, investment timeframes and key stakeholder roles, and their impact on international brands in China. However, he also stressed the vast opportunities in-market and the supportive policies offered by the Chinese Government to encourage international investment and growth, stating: “China has a long-term commitment to making the market easier for international businesses”.

Martin highlighted Vispring’s success in China, with 15% of the company’s global sales currently going to China. He described how the company has successfully worked with a distributor in China for 15 years, who will soon become a partner, and their plans to open new stores and training facilities to expand upon the 32 they currently have in-market. 

Joanna highlighted the cultural differences in the Chinese market, and how Glencairn is engaging with, and educating Chinese consumers to boost the whisky industry’s impact in Asia. She shared a case study from a recent whisky tradeshow in China, whereby Glencairn development of a soft toy shaped like their signature whisky glass as a gift to attendees. This localised and emotive approach created a buzz amongst Chinese shoppers and allowed the brand to create a splash on social media. 

The panel agreed that long-term sustained effort and local staff on the ground is key to succeeding in China and building loyalty amongst consumers. Joanna explained that China has been seen as a “cash cow” by some misguided international brands, and encouraged them to “Slow down, think deeper and think long term to build in the Chinese market”.

The third panel of the day, UK Brands in China: Real Stories, Real Strategies brought together four senior leaders with firsthand experience of navigating the Chinese market: Sarah Henderson, International Business Manager - Asia, Central & South America, Taylors of Harrogate, Jeremy Taylor, Group Commercial Director, Boadicea the Victorious, Firoza Kholwadia, Senior Business Manager, Waitrose & Partners, and Ross Leibbrandt, APAC Regional Managing Director, ghd. It was chaired by Antoaneta Becker, Director, Consumer Economy, China-Britain Business Council.

Taylors of Harrogate initially entered China with limited strategy at first, recognising quickly that tea culture is highly regional and interpreted differently to the UK. The brand is now advancing through distributors, online channels, and a new Tmall store, supported by influencer engagement. Sarah admitted that the brand has not localised its products to the Chinese market but highlighted that this is something that consumers often do themselves anyways – for example experimenting with beverages and localising these to their own tastes at home. 

Boadicea the Victorious, operating in the niche luxury fragrance category, is still in the registration stage. Jeremy stressed that although perfume is an emerging but fast-growing segment, success requires taking time to get things right: “China isn’t about making a fast buck”. He described how the brand is using Little Red Book to build brand storytelling and offer smaller quantities of their perfumes for sale to encourage consumers to purchase online. 

Waitrose & Partners have used Hong Kong as a valuable indicator for mainland consumer needs. Firoza emphasised the role of quality, reliability and strong digital experience. With sales online only, Waitrose is investing in creative digital storytelling and social listening - allowing Chinese consumers to guide localisation. She described how Waitrose leverages videos and culturally resonant content, with hits like their Christmas and ‘Chicken Song’ ads on Little Red Book. 

ghd conducted market testing through Tmall Global, validating strong consumer interest before launching more fully. Ross described a “one step at a time” approach, now supported by offline pop-ups, gym collaborations, extensive KOL networks (working with 2,000 Influencers in China), and livestreaming studios to build premium positioning and wide touchpoints for Chinese consumers to engage with the brand.

The speakers concluded with what they wish they knew before entering China. Ross explained that the pace of the Chinese market is extraordinarily fast and that brands need to be equipped to progress rapidly. Sarah noted that success in China requires as much internal education and alignment as external market strategy. Firoza stressed the importance of fully understanding regulatory and technical requirements. Jeremy encouraged delegates “Don’t be scared but be careful”- take time to prepare, and act globally while staying culturally relevant.

Following a lunch break and opportunity for delegates to network amongst each other. The next panel: British Beauty X China: Growth Strategies with Xiaohongshu and HARMAY brought together Sylvia Dai, Senior Merchandising Director, HARMAY, Crystal Pang, Global Business Solutions, Xiaohongshu, and Sarah Chapman, Founder, Skinesis range, Sarah Chapman, in a session chaired by Millie Kendall OBE, Founder & Chief Executive, British Beauty Council, to explore how British beauty can succeed in China’s rapidly expanding beauty market, which is currently growing at 9.2% annually. 

Speakers highlighted the youth-driven nature of the market, with both HARMAY and Xiaohongshu emphasising the influence of Gen Z and Gen Alpha consumers. Xiaohongshu now boasts 350 million active users and more than 5.7 billion domestic downloads, functioning as a search-led, community-driven platform where consumers learn, share, and engage deeply with brands.

Across the discussion, authenticity, storytelling, and emotional value emerged as core drivers of Chinese beauty consumption. Sarah Chapman explained that her brand’s success on Xiaohongshu stems from consumers wanting to understand the founder, the clinic, and the philosophy behind the products - proof that a compelling founder-story strengthens trust and resonance. She also highlighted the diligent nature of Chinese consumers when it comes to beauty products saying the “Chinese consumer is very ingredient savvy”.

Both Crystal and Sylvia reinforced that Chinese consumers are shifting from blindly following trends to defining their own, seeking not just effective products but brands that help them “better themselves” and align with their personal values. This has contributed to the rise of niche brands and the need for ongoing product innovation, with Sylvia noting that beauty brands should aim to launch at least three new products each year.

The speakers also examined how to enter the Chinese market strategically. Sarah discussed her experience navigating cross-border commerce, registration, and finding the right distributor - emphasising that brands need dedicated internal focus rather than relying solely on external partners. Pop-up stores, social listening, and strong retail partnerships were highlighted as effective ways to test positioning and gather insights. KOLs remain essential, but Crystal noted that on Xiaohongshu, the quality and authenticity of individual posts matter more than follower counts, creating a more democratic content ecosystem.

Throughout the session, speakers highlighted the strong reputation British beauty holds in China, where it is associated with quality, craftsmanship, and integrity, alongside interest in values such as cruelty-free formulations and ingredient transparency. With Millie stating: “British beauty is having a heyday right now”. With China’s beauty market continuing to evolve at speed, the panel concluded that brands must pair British expertise with a deep understanding of the Chinese consumer, building identity, emotional connection, and meaningful partnerships to thrive.

The final panel session of the day: Working With Influencers & Connecting With Consumers was moderated by Celine Tang, Retail & E-commerce Sector Lead, China-Britain Business Council, who was joined by Robin Liu, Co-Founder, Influencer Hub International, Fay Jiang, Fashion and Lifestyle Influencer and Freelance Chinese Marketing Consultant, Dora Zhou, Managing Partner, BARK Media, and Max Burns, Influencer.

The panel highlighted the central role influencers play in China’s consumer journey - from discovery to trust-building and immediate purchase. Speakers emphasised that, unlike in the UK where influencers often play a supportive role, Chinese influencers actively create the message, shape consumer perception, and drive real-time sales through livestreaming and integrated checkout systems. This makes them not just content creators, but key decision-making guides for Chinese consumers, who view influencers as relatable peers rather than distant celebrity figures.

Throughout the discussion, the panellists stressed the speed and complexity of China’s social ecosystem. Trends shift far faster than in the UK, platforms function differently, and content must be adapted, not repurposed, from UK assets. Authentic localisation and platform-specific strategies are essential.

Speakers also shared practical guidance for UK brands entering the Chinese market. Building long-term relationships with influencers is far more effective than one-off placements, with Robin Liu urging brands to treat influencers as partners and sources of consumer insight, not simply as advertising channels. Both Max and Fay underscored the importance of chemistry and authenticity: influencers need to genuinely align with a brand’s values and products to produce meaningful content. For niche brands, communicating unique selling points clearly is key.

The session concluded with reflections on collaboration best practices, examples of successful campaigns, and platform recommendations. The core message was consistent: to succeed in China, UK brands must embrace creativity, speed, and genuine partnership: meeting consumers where they are through culturally relevant content and empowered creators.

Following the day’s panel sessions, all delegates had the opportunity to attend CBBC’s first-ever, British Lifestyle Brand Experience. The session allowed UK brands to showcase themselves to UK-based Chinese content creators in a curated ‘marketplace’ environment.
We welcomed Waitrose, Boadicea the Victorious, Luscombe, Charbonnel et Walker and The Fine Cheese Company into our ‘British Brand Discovery Lounge’. 

With our partners Bark Media and Influencer Hub International, we hosted 23 Influencers who had a chance to learn about each brand and their respective products. Brands were able to see how the products were received in real-time by Influencers, as well as gather valuable feedback.

Rounding off the day’s activities, guests took part in a Drinks Reception in which they could unwind, network and share learnings with other attendees over drinks and canapes.

We would like to thank our sponsors and event partners for making China Consumer 2025: Hawksford, Bark Media, Influencer Hub International, British Beauty Council, The Food & Drink Exporters Association (FDEA) and Jingzhi Media Group. 

For further enquiries about China Consumer 2025 or CBBC’s work in the consumer sector please email: Antoaneta.Becker@cbbc.org. 

View photos from the event here