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British brands profit from 3-day promotion on major Chinese online shopping platform

BritCham / CBBC
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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 in partnership with Juhuasuan (聚划算).

Building on the growing success of the offline Great British Brands Festival 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.

 
 
"It was really a brilliant event and we have taken revenue four to five times that in offline exhibitions. Moreover, the consumer flow rate in my Tmall store has increased, thus driving sales of other products."
Kevin Zhao, representing Kent (brushes) and Fulton (umbrellas)
 
"Sales increased over 25 per cent compared with previous online campaigns; thanks to CBBC and Juhuasuan and we hope there will be similar events organised in the future."
Lynn Guo, Dyson (vacuum cleaners)
 
"We appreciate CBBC and Juhuasuan giving us the opportunity to present our brand on 'Gathering UK', which not only made us money, but moreover raised awareness of us as a UK brand." 
Sammi Wu, Chinese partner of Joseph Joseph (homeware and kitchens)
 
 
 
 
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 overseas 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.
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