Haikou City, Hainan Province, south China - April 16, 2024 (CCTV - No access Chinese mainland)
1. Visitors at 4th China International Consumer Products Expo
2. UK Pavilion sign
3. Various of UK brands, products from Bentley, Burberry
4. UK Pavilion, visitors
5. Various of UK brands; shoes, hats
6. Sign of Hilditch and Key, UK shirt maker; products
7. SOUNDBITE (English) Tim Chen, head, wholesale, Hilditch and Key Ltd (starting with shot 6):
"Hilditch and Key is one of the best shirt makers on Jermyn Street. The brand was established in 1899. So to celebrate the [brand's] 125th anniversary, we chose to come to China as the first stop. We've got a lot Chinese customers coming to shop in our store in England. We have found out we have got a huge demand in China."
8. Various of Chen talking to visitors
9. SOUNDBITE (English) Tim Chen, head, Wholesale, Hilditch and Key Ltd (starting with shot 8/partially overlaid with shot 10):
"The e-commerce, the retail, how people wear, how people style [themselves], how people dress everyday, it changes rapidly. Everything in China really is great for a traditional UK brand like us. But we wanted to find a perfect market to choose to enter over the world, whereas China was the best one."
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10. Chen helping visitor try on hat
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11. Various of shoes from UK brand Tricker's
12. Various of exhibitor during interview
13. SOUNDBITE (English) Mike Hofmann, managing director, Melchers China (starting with shot 12/partially overlaid with shot 14):
"Tricker's entered China in 2021 and now it's the first time we are joining the Hainan expo. We are excited about it. We chose it because this year is the first time the UK national pavilion [has been set up] and we want to grow the brand, to explore cooperations, [increase] the percentage of consumers and talk also with new partners."
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14. Interview in progress
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15. Various of shoes; material to make shoes on display
16. Various of visitor being introduced to Tricker's shoes
17. SOUNDBITE (English) Mike Hofmann, managing director, Melchers China (starting with shot 16/ending with shots 18-20):
"Chinese consumer [habits are] recently changing, constantly adapting. We see a trend towards more sustainability, long [term] activity. So we definitely see Chinese consumers [having] a big potential. China will become the biggest consumer market and we are confident for Tricker's as well."
18. Various of visitors
19. UK Pavilion
20. Shoes on display

British brands are looking to make a footprint on the vast China market as the UK national pavilion debuts at the ongoing 4th China International Consumer Products Expo, showcasing a range of luxury products in the fashion, health, and beauty sectors.

The six-day event, also known as the Hainan Expo, will run through Thursday in Haikou, the capital of south China's island province of Hainan, featuring a host of upmarket products from over 4,000 brands from 71 countries and regions.

British firms are making their presence felt at the country's very first national pavilion, with a total of 27 companies and 30 brand representatives from the UK participating, many of which are well-regarded by Chinese consumers.

While the space may not seem large, visitors may discover some long-established outfits with a century-old legacy who are looking to tap into the Chinese market for the first time.

"Hilditch and Key is one of the best shirt makers on Jermyn Street. The brand was established in 1899. So to celebrate the [brand's] 125th anniversary, we chose to come to China as the first stop. We've got a lot Chinese customers coming to shop in our store in England. We have found out we have got a huge demand in China," said Tim Chen, head of Wholesale, Hilditch and Key Ltd.

"The e-commerce, the retail, how people wear, how people style [themselves], how people dress everyday, it changes rapidly. Everything in China really is great for a traditional UK brand like us," said Chen, adding that China offers the "perfect market" for the brand to enter.

For some established heritage brands who have already made their mark in China, the Hainan expo offers an excellent opportunity to enhance their market visibility. It also reflects their confidence in the current Chinese economy and consumer market.

Mike Hofmann, managing director of Melchers China, who have operated a China store for British footwear brand Tricker's since 2021 said the firm is "excited" to join the Hainan expo for the first time.

"We chose it because this year is the first time the UK national pavilion [has been set up] and we want to grow the brand, to explore cooperations, [increase] the percentage of consumers and talk also with new partners," said Hofmann.

"Chinese consumer [habits are] recently changing, constantly adapting. We see a trend towards more sustainability, long [term] activity. So we definitely see Chinese consumers [having] a big potential. China will become the biggest consumer market and we are confident for Tricker's as well," Hofmann added.

In addition to the UK, Mongolia and Malaysia are also showcasing their products at special pavilions for the first time, highlighting how more and more businesses around the world are recognizing the opportunities on offer at the Hainan expo.