How big is the Chinese market opportunity for Scottish brands?

On 8 February 2024,  CBBC will host its annual China Consumer Scotland event, which brings together successful consumer brands trading in the market to share peer-to-peer insights.

The event will underscore the continued importance of the China-Scotland relationship for consumer brands and beyond.

Click here to register for China Consumer Scotland 2024

Since 1996, Scotland’s total exports of goods to China have grown by more than 1,000% to £1 billion per year. In the four quarters leading up to Q2 2023, Scottish exports to China grew 11.6%, nearing the high levels seen in 2017-18. This drive was primarily fuelled by a rise in the export of beverages (+35%), power-generating machinery (+11%) and road vehicles (+338%).

Chinese consumers already have an appetite for Scottish products and brands, including whisky, textiles, seafood and tourism (Edinburgh is the second most-visited city in the UK after London).

This appetite for all things Scottish will only grow as both the country’s middle class and the number of high-net-worth individuals continues to expand over the next decade, with some predictions indicating that the high-income population in China will grow from around 30 million now to around 115 million people by 2035.

For many of these consumers, Scottish brands are associated with values like tradition and sustainability, as Arjun Koyappalli, Managing Director of Napiers the Herbalist (who will be speaking at the event), points out. “We’ve found that maintaining authenticity, staying true to our Scottish heritage and ensuring this is conveyed in our marketing, packaging and tone of voice has been key when trying to position ourselves for success in China, Koyappalli says.” Napiers, which was founded in Edinburgh in 1860 by pre-eminent Victorian botanist and the most famous herbalist in Scotland, Duncan Napier, employs a multi-channel strategy in China, including social commerce, KOL (aka influencer) live streams and e-commerce platforms like Tmall.

In order to thrive, research is a key element; everyone should go into the Chinese market armed with stats, analysis, and research. — Kristina Koehler-Coluccia, Head of Business Advisory, Woodburn Accountants & Advisors

During China Consumer Scotland, Chinese importers and retailers will share their tips for market entry and growth with Scottish consumer brands looking to grow their sales to Chinese consumers. There will also be an opportunity to meet with Chinese consumer product buyers and e-commerce solution providers looking for new brands for their portfolios.

“To thrive in the Chinese market, Scottish consumer brands must embrace a strategy rooted in cultural respect and adherence to market norms. Localising their offerings and actively engaging with the Chinese audience are pivotal steps towards success,” says Dora Zhou, Managing Partner at BARK Media (who will be speaking at the event). “Brands that grasp the subtleties of the market, prioritise forging strong connections with consumers, and wholeheartedly embrace innovation will not only endure but excel in the ever-evolving realm of Chinese business.”

Other speakers who will be sharing their experiences at the event include David Hampstead, CEO and Co-Founder of Samarkand Group plc; Joanna Zhou, China Commercial Manager at Holland & Barrett; Sarah Armstrong, Founder and Creative Director of lifestyle brand Pinyin Press; and Kristina Koehler-Coluccia, Head of Business Advisory, Woodburn Accountants & Advisors.

China Consumer Scotland 2024 will be delivered in person in Edinburgh on the same day as CBBC’s Chinese Burns Supper and the Scotland China Business Awards.

Now going into its 11th year, CBBC’s Chinese Burns Supper has become a permanent fixture in the China-Scotland business calendar. In partnership with The Confucius Institute for Scotland at the University of Edinburgh, the event will fuse Burns Night traditions with those of Lunar New Year as the backdrop for black-tie networking and the presentation of the China-Scotland Business Awards 2024.

This year’s pre-dinner drinks reception will be supported by the Hong Kong Economic & Trade Office, adding a fitting touch to welcome in the Year of the Dragon.

Buy a ticket now