{"id":2703,"date":"2018-04-16T06:32:05","date_gmt":"2018-04-16T11:32:05","guid":{"rendered":"https:\/\/cbbcfocus.com\/?p=2703"},"modified":"2025-04-23T10:21:03","modified_gmt":"2025-04-23T10:21:03","slug":"brand-britain","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/brand-britain\/","title":{"rendered":"From tourism to movies, why China loves brand Britain"},"content":{"rendered":"

China\u2019s love of brand Britain is driving our leisure economy forward thanks to the UK\u2019s strength in cultural innovation and a growing awareness of Chinese tastes, writes Tom Pattinson<\/strong><\/p>\n

Britain\u2019s high street stores and retail sector might be struggling but that doesn\u2019t mean the same is true for the leisure industry. In fact, the leisure economy is one of the UK\u2019s fastest-growing sectors. It\u2019s growing at twice the speed of the retail sector and accounts for 7.4 percent of the UK\u2019s GDP.<\/p>\n

The leisure economy covers everything from a night out down the pub, to a weekend away, to a trip to the cinema. It\u2019s what we do in our spare time. And we are seeing a growth in leisure spending, at a time when the traditional retail sector suffers.<\/p>\n

This is mainly due to changing habits and improved technology that has seen people spend less on things and more on experiences and more efficiently too.\u00a0 Gone are the days when people saved to buy a car, nowadays people use a ride sharing app, which frees up more money for discretionary spending. And experiences rather than products are where those extra pounds will go.<\/p>\n

This is especially true among the younger demographic of Millennials and Generation Z spenders, who value their \u2018personal brand\u2019 above a company brand, and therefore would rather splash their cash on a music festival (the experience of which they can share on social media) than a pair of trainers (which only promotes an external brand rather than their own).<\/p>\n

But this doesn\u2019t mean that things are all rosy and light. Britain\u2019s domestic leisure economy took a bit of a hit in the first quarter of 2018, with spending decreasing on the last quarter of 2017. According to a report by Deloitte, stagnant wages and rising inflation meant that a higher percentage of wages were being spent on essentials and often leisure expenditure is the first sector to feel the pinch. However, it is also thought that the \u201cBeast from the East\u201d \u2013 the cold spring weather that the UK experienced \u2013 could have also played a large part in this slow down. Whilst sunshine will see bar takings go up, poor weather will see them plummet. And who wants to brave the ice for a theatre trip or weekend at the coast in the snow? But while Brits may have spent less on going out in Q1 they spent more on weekend breaks abroad \u2013 winter sun anyone?<\/p>\n

Coming to the UK<\/strong><\/h2>\n
\"\"

Visits from China to the UK have more than doubled in the last decade.<\/p><\/div>\n

The Beast from the East didn\u2019t slow inbound tourism from the Far East either. Tourism from China has been growing steadily in recent years in line with the growing Chinese middle class who have more disposable income and a desire for international travel. Visits from China to the UK have more than doubled in the last decade.<\/p>\n

Visits from China to the UK have more than doubled in the last decade<\/p><\/blockquote>\n

\u201cBetween January and September 2017 there were a record number of visits from China to the UK \u2013 this is up 33 percent on the first nine months of 2016,\u201d explains Travis Qian of Visit Britain. \u201cInbound spending between the same period was up 48 percent on the previous year \u2013 a record high,\u201d he says. Visitors from China are some of the UK\u2019s highest spenders; in 2015, they splurged an average of \u00a32,688 per person during the course of their stay. The 349,000 Chinese visitors to the UK expected to arrive this year will spend a total of \u00a3772 million, a number that is expected to reach \u00a31 billion by 2020.<\/p>\n

Chinese tourists are demanding more from their trips abroad and are no longer satisfied with just a glorified shopping trip, and Britain is well placed to make sure that visitors return home with a full range of stories to tell from their experiences rather than just shopping bags.<\/p>\n

Tickets to sporting events \u2013 especially Premier League Football or Wimbledon for example \u2013 are in high demand and active experiences such as whiskey tasting, driving or shooting trips also top the list for many high-end visitors.<\/p>\n

\u201cThere is certainly interest among high-end Chinese visitors for these types of activity and the market as a whole is moving towards a more experiential form of travel where the focus is on having local, in-depth experiences rather than whistle-stop tours around the UK,\u201d says Eve Baker of travel company Beiwei 55.<\/p>\n

Britain\u2019s has a unique mix of heritage and contemporary cool that makes Britain stand out from many of our European cousins.\u00a0 \u201cWe are both historically rich as a nation, taking pride in our heritage and historical landmarks, but we are also forward-thinking and creative,\u201d says Baker.\u00a0\u201cTo visit the UK is a prestigious thing, and for many Chinese people, it is not a case of if but a case of when\u201d she says.<\/p>\n

The Sherlock effect<\/strong><\/h2>\n
\"\"

The BBC\u2019s Sherlock has been watched by more than 90 million people in China<\/p><\/div>\n

And much of that image has been portrayed by our British TV exports to China. The BBC\u2019s Sherlock has been watched by more than 90 million people in China and other shows such as Downton Abbey, Doctor Who and Merlin have made many British cities and landmarks destination targets.<\/p>\n

British TV show sales to China soared by 90 percent in 2012 in no small part thanks to these hit shows, and they have continued to rise, making up \u00a323 million in 2015-2016 sales.<\/p>\n

\u201cAs the world finds more ways to watch great British shows, our content is riding a wave of popularity,\u201d says Paul Dempsey, President Global Markets, BBC Worldwide. \u201cThe growing appeal of authored British drama in the U.S. and the hunger for titles that speak to a young, upmarket audience in China has put the UK in the premier league of international TV distribution,\u201d he says.<\/p>\n

Following the success of British export Peppa Pig, undersea, pre-school adventure show Octonauts, produced by London-based Silvergate Media, said in January last year that they had already received 4.1 billion downloads from China since launching. Their partnership with CCTV and Warner China has also seen their toy sales rise by 350 percent on the previous year.<\/p>\n

\u201cChina is one of our most important markets, which is why we are delighted that Octonauts has gained millions of fans in the region,\u201d said Waheed Alli,\u00a0CEO at Silvergate Media. \u201cWe are excited to see the traction we have gained building a strong merchandising programme, deeper retail reach and a larger online retail presence. We are confident that these additional consumer touchpoints will increase exposure for the brand as it continues to grow in popularity.\u201d<\/p>\n

The game is on<\/strong><\/h3>\n

Britain\u2019s long history of creativity and innovation are not just helping export TV and film. The UK is also home to over 2,100 games development studios including a multitude of globally recognised leading studios, working mainly on mobile games and PC digital.<\/p>\n

Britain is well placed to make sure that visitors return home with a full range of stories to tell from their experiences<\/p><\/blockquote>\n

\u201cThe UK is often regarded as the historical home of games development. Our unique blend of creativity and technical skills sets us apart from other markets,\u201d explains Sam Collins, head of Commercial at Ukie, the trade body for games in the UK. It is this creative expertise that has led to over $2 billion of Chinese investment in the UK gaming sector in 2016-17 alone.<\/p>\n

\u201cThe Chinese games market is crowded with highly successful games in a small number of genres and they are crying out for innovative and creative new content to offer to consumers,\u201d says Collins. \u201cThe UK is a world-leading centre for game development and combining our exceptional creativity with the Chinese monetisation models is delivering great results.\u201d Collins says that it is our historical pedigree, our education system and our unique talent pool that is driving the sector.<\/p>\n

\u2018Brand Britain\u2019 is very much about our unique heritage and our \u2018contemporary cool\u2019. It is Britain\u2019s innovation and creativity that is in demand from Chinese audiences and these soft skills work hand in hand with China\u2019s experience as a hard skill centre.<\/p>\n

So whilst our high-street shops might be having a hard time, our museums, TV shows, and gamers are still waving the British flag with pride.<\/p>\n","protected":false},"excerpt":{"rendered":"

China\u2019s love of brand Britain is driving our leisure economy forward thanks to the UK\u2019s strength in cultural innovation and a growing awareness of Chinese tastes, writes Tom Pattinson Britain\u2019s high street stores and retail sector might be struggling but that doesn\u2019t mean the same is true for the leisure industry. In fact, the leisure economy is one of the UK\u2019s fastest-growing sectors. It\u2019s growing at twice the speed of…<\/p>\n","protected":false},"author":4,"featured_media":2706,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[123,204],"tags":[277,276,2427,103],"class_list":["post-2703","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consumer","category-culture","tag-gaming","tag-leisure","tag-paywall","tag-travel"],"yoast_head":"\nFrom tourism to movies, why China loves brand Britain - Focus - China Britain Business Council<\/title>\n<meta name=\"description\" content=\"Britain's history and heritage, its world class brands, famous films and contemporary culture makes the country a top destination for Chinese tourists\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/focus.cbbc.org\/brand-britain\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"From tourism to movies, why China loves brand Britain - 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