top

top

11.05-11.25AM – Keynote: “DECODING ‘BRITISHNESS’ AND ITS INFLUENCE ON THE NEW CHINESE CONSUMER”

Many British brands have built their global success on leveraging British history, traditions and values. For a diverse range of brands across luxury, retail, tourism, sports and the creative industries, ‘Britishness’ is fundamental to these brands’ China market positioning and key messaging strategies.

Key takeaways

  • Why British culture appeals to Chinese consumers, and how UK brands are leveraging this ‘soft power’ in their digital campaigns
  • How Brexit is affecting Chinese attitudes towards the UK and the outlook for British brand-owners in China
  • Case studies from British Airways, Gieves & Hawkes, and Silver Cross.

Mark HEDLEY

Senior Advisor

China-Britain Business Council (UK)

Share