Why the UK Matters to Chinese Brands
Image credit: Bronac McNeill
The UK Advertising Export Group (UKAEG), in partnership with the Chinese Advertising Association and the Department for Business and Trade, hosted the second UK-China Brand and Business Forum at Chelsea Football Club. The event convened industry leaders to explore UK-China collaboration, with Haier’s chief brand officer Wang Meiyan and Yili group’s vice president, Zhang Yipeng sharing their insights afterwards with UK Advertising international trade director, Aisling Conlon, Advertising Association/UKAEG.
Wang Meiyan, chief brand officer at Haier, leads global brand building, event planning, public relations, and media strategy for the company, which has topped Euromonitor’s Global Major Appliances rankings for 15 consecutive years.
Zhang Yipeng, vice president of Yili Group, leads efforts for China’s largest dairy company, which has maintained its dominance as Asia's top dairy company for 11 consecutive years.
Q> How has brand success in China shaped your global strategy, including in markets like the UK?
Haier, a global leader in Smart Living and Industrial Internet with over £44.4 billion in revenue, credits its success to three core pillars: brand building, innovation, and 'Human Value Maximisation.'
Wang Meiyan highlights Haier is committed to meeting user needs through technological innovation. Haier has consistently applied for more than 119,000 global invention patents, always maintaining the leading position. This user-centred philosophy guides Haier’s approach globally, including in the UK, where it adapts to local lifestyles while addressing universal aspirations for smarter, more convenient living.
With a mission to be the most trusted global healthy food provider Yili is Asia’s leading dairy company that leverages an innovation-driven approach and a collaborative value-chain model to expand globally. Zhang Yipeng, vice president, highlights how rising health consciousness in China has driven demand for personalised nutrition, aligning with Yili’s mission to be the most trusted global healthy food provider. This strategy extends internationally through “global mindsets and local operations,” fostering partnerships within local value chains and actively engaging with communities, including in markets like the UK.
Q> Why was participating in the Brand & Business Forum in London important?
Wang Meiyan, chief brand officer at Haier Group, explained that the UK is a critical market for the company’s European strategy. "Haier entered the UK market early and has become a mainstream brand there," she said. "Through this forum, we hope participants will gain a deeper understanding of Haier. Additionally, we aim to build stronger connections with local institutions, organisations, and enterprises in the UK. By fostering continuous communication and learning, we seek to better understand the needs of local users and develop more differentiated products."
Zhang Yipeng, vice president of Yili Group, expressed gratitude for the opportunity to participate in the Brand & Business Forum, hosted by the China Advertising Association and the UK Advertising Exports Group (UKAEG). "This high-level platform provides us with opportunities to exchange ideas with industry leaders, experts, and executives from both countries," he said. "We hope to strengthen ties with our peers in the UK and explore global branding strategies together. We also aim to present the brand image of Chinese dairy enterprises and promote a better understanding of China’s dairy sector globally."
Q> What were the key takeaways from the Brand & Business Forum?
Zhang Yipeng, vice president of Yili Group, highlighted the importance of global branding as a central trend in corporate development. "This forum featured many impressive highlights," he said. "From the Advertising Association CEO’s presentation on the global influence of British advertising to VCCP’s perspectives on AI and the future of integrated marketing, and Framestore’s remarkable achievements in animation creation. These inspiring sessions are invaluable for fostering future China-UK cooperation and exchange."
Wang Meiyan, chief brand officer at Haier Group, noted that she gained a lot, which “I believe can be summarised as "Three Deepers - Firstly, a deeper insight into the needs of local UK users," she explained. "Secondly, a deeper exchange on the ways and scenarios of applying new technologies, such as AI, with UK counterparts. And thirdly, a deeper understanding of brand marketing and exploration by UK companies."
Q> How does collaborating with UK Advertising support your brand's vision and international objectives?
Wang Meiyan, chief brand officer at Haier Group, said, "The UK advertising industry offers rich resources in innovation and technology, alongside a pool of creative talent. These strengths are essential in supporting our brand development. Through the Brand & Business Forum, we hope to establish stronger communication and exchange with local industry organisations such as UKAEG and their partners, which will aid our growth in the UK and globally."
Zhang Yipeng, vice president of Yili Group, commented, "The UK, as the birthplace of modern advertising, brings a wealth of creative ideas and strategies to the global stage. As we expand internationally, we want to continue to forge close partnerships with industry organisations such as the UKAEG and their partners. These collaborations help us communicate Yili’s commitment to quality, advocate for healthy living, and contribute to global health initiatives."
Q> What are the key benefits of UK-China advertising collaborations?
Zhang Yipeng, vice president of Yili Group, added, "Both China and the UK are influential players in global advertising. By collaborating, we can jointly explore new creative ideas, technological applications, and global branding strategies. Face-to-face meetings elevate these exchanges, offering opportunities for in-depth discussions and first hand exposure to London’s creative culture. These interactions help expand the global presence of Chinese brands, fuel technological advancements, and contribute to sustained economic growth in both markets."
Wang Meiyan, chief brand officer at Haier, explained, "The potential for cooperation between China and the UK is vast. China's large consumer market and rapidly growing economy offer significant opportunities for the advertising industry, while the UK brings a rich history of advertising expertise and creativity. When we meet in person, the exchange is much more impactful. Face-to-face discussions foster trust and allow for more precise information exchange and immediate feedback, creating a dynamic and engaging atmosphere that virtual interactions can’t replicate."
Q> As you expand into Western markets, what are the main opportunities, challenges, and the role of advertising collaborations in overcoming them?
Expanding into Western markets presents both significant opportunities and challenges, says Wang Meiyan, chief brand officer at Haier Group. On one hand, global expansion opens access to large, diverse consumer bases and boosts a company’s global recognition. Establishing a strong brand image in Western markets can increase influence and drive further business opportunities. However, challenges such as cultural differences, legal regulations, and trade barriers must be navigated. Companies must balance global standards with the need for local adaptation, while also building brand trust and awareness in new markets. Advertising collaborations, particularly between China and the UK, play a key role in overcoming these barriers. By working together, both sides can leverage each other’s expertise, resources, and creative insights to develop more effective, localised strategies that resonate with diverse audiences.
Additionally, Wang Meiyan highlights the importance of face-to-face interactions, such as those at the Brand & Business Forum. “These meetings allow for more accurate communication, fostering trust and deeper connections. The atmosphere of in-person exchanges is more conducive to candid discussions, which is crucial when navigating the complexities of entering new markets and aligning on creative strategies,” she says.
For Zhang Yipeng, vice president of Yili Group, expanding into Western markets presents three key opportunities: vast market potential, technological cooperation, and the acceleration of global branding efforts. “However, cultural differences remain a significant challenge,” Zhang notes. “We place great importance on cultural integration, which can be facilitated by advertising collaborations that encourage cross-cultural communication. Localising talent development, fulfilling corporate social responsibilities, and actively integrating into local communities are critical strategies for overcoming these challenges.”
Zhang Yipeng also underscores the value of face-to-face collaboration with UK advertising leaders. “Collaborating in person provides deeper understanding and invaluable insights. The exchange of ideas on creative marketing practices and the exploration of innovative ways to engage local consumers cannot be replicated in virtual settings,” he says. “These in-person collaborations help us better understand local needs, refine our messaging, and strengthen our presence in Western markets. By working with experienced UK advertising partners, we can communicate Yili’s commitment to quality and healthier living more effectively on the global stage.”
Q> And finally, how do you view the evolving global consumer trends, and how is your brand positioning itself to stay ahead in such a rapidly changing market?
For Wang Meiyan, the overarching trend is a universal pursuit of a better life, which transcends geographical boundaries. Specifically, she identifies three key consumer trends that are shaping the market: the pursuit of a high-quality life, the demand for smart living solutions, and an increasing focus on sustainability. “Today, consumers globally are placing greater emphasis on green and environmentally friendly lifestyles, driven by a growing awareness of sustainable development,” Wang explains. “This trend reflects an urgent need for brands to innovate in ways that align with these values. Haier’s commitment to staying relevant means continuously adapting to these evolving trends and user needs, ensuring that we remain at the forefront of the industry.”
For Zhang Yipeng, vice president of Yili Group, the rapidly evolving global landscape is influenced by numerous factors, including climate change, technological advancements, and shifts in consumer behaviour, particularly the rise of gen z. “We are at a juncture where effective advertising must be digitally driven, human-centric, and socially responsible,” says Zhang. “To stay ahead, we adopt an audience-centric approach, leveraging big data and technological advancements to understand media habits and create tailored content that resonates deeply with local consumers. By aligning our communication strategies with the evolving needs of our audience, we can ensure that Yili continues to lead in this dynamic and competitive market.”
“As the global advertising landscape continues to evolve, it’s clear that collaborations like those between UKAEG and the CAA are key to driving innovation and growth. Through conversations with industry leaders like Wang Meiyan and Zhang Yipeng, it’s evident that fostering deeper cross-cultural dialogue will be essential for brands to stay competitive in a rapidly changing world.” Aisling Conlon, international trade director for UK Advertising.
