6 Million RMB in sales in just one weekend for 20 brands growing their market in China
Twenty leading British brands made a successful first foray onto one of Alibaba’s top online sales platforms in August in an exclusive three-day promotion for UK consumer goods, organised by the China-Britain Business Council (CBBC) in partnership with Juhuasuan (聚划算).
Building on the growing success of the Great British Brands Festival held in shopping centres in eight cities across China, CBBC joined forces with Juhuasuan, one of the hottest names in Alibaba’s portfolio, to run the online UK flash sales promotion from 28 to 30 August 2015.
Total revenue over the weekend exceeded RMB 6 million, with the 15 brands which had already exhibited at the Great British Brands Festivals this year accounting for half of all sales.
Participation in this campaign has had a positive impact on our sales and brand awareness; thanks to the organizers, we hope to take part in similar activities in the future
— Lynn Guo from Dyson
It was really a brilliant event and we’ve gained revenue four to five times of that of offline exhibitions. Moreover, the consumer flow rate to our Tmall Store has increased and driven the sale of our other products
— Kevin Zhao from Fulton.
We appreciate CBBC and Juhuasuan giving us the opportunity to present on ‘Gathering UK’, not only bringing us excellent revenue, but moreover raising our image as a UK brand
— Sammi Wu from Joseph Joseph’s China partner.
The UK promotion included household names in China, such as Burberry, as well as other heritage brands such as Fulton umbrellas, Arthur Price cutlery, Kent brushes and Twinings tea. Dyson vacuum cleaners, Kenwood toasters and the Britax child safety seats favoured by Prince William were among the other much-loved British names on sale. A number of the brands were Royal Warrant holders, a mark which lends the British offering an extra edge over international competitors in China.
“British brands are already hugely popular in China, as demonstrated by CBBC’s third annual Great British Brands Festival, held this year in eight Chinese cities,” said Stephen Phillips, Chief Executive of CBBC.
“We are very excited to have linked up with Juhuasuan – one of China’s biggest e-commerce platforms – to build on our connections with Alibaba Group.”
CBBC’s Great British Brands Festival 2015 continues with UK sales exhibitions in Chengdu (24 October) and Guangzhou (7 November) – please visit www.GBBF.uk for details.
About China-Britain Business Council (CBBC)
The China-Britain Business Council (CBBC) is the leading organisation helping UK companies grow and develop their business with China. We help companies of all sizes and sectors, whether new entrants or established operations. CBBC has worked with China for 60 years and our team has extensive experience of doing business there. We offer practical in-market assistance, services, industry initiatives and a membership programme delivering access, seminars and networking through our network of 13 offices in China and 10 in the UK. www.cbbc.org
UK – David Martin
T: +44 (0) 207 802 2015
M: +44 (0)7960 125 980
E: [email protected]
China – Lisa Li
T: +86 10 8525 1111 ext.363
M: +86 135 110 59851
E: [email protected]