Maximising Scotland — A China Perspective

Live Lounge Podcast Series by BritCham Shanghai

Welcome to our fourth episode of Season Two in the Live Lounge Podcast Series, where we take a China perspective on maximising brand Scotland.
It explores the current opportunities for Scottish SME businesses to export to China circumnavigating the category of premium consumer goods. Topics include to how to leverage your Scottishness in China and what opportunities lay ahead for Scottish brands selling to the growing middle-class Chinese market.
Live Lounge panel:
Kirsten Johnston, CEO & Brand Strategist, JWDK; Chair Marketing Focus Group, The British Chamber of Commerce Shanghai (Host)
Kevin Liu, Head of Greater China and Energy Trade Lead for Asia Pacific for Scottish Development International
Josh Lane, Regional Director — Asia, Holland & Sherry
Jeffrey Xu, China Representative, Begg & Co
Lee Folland, Director of Research, Reuter Communications
Simon Lee, Managing Director & Head of Investment & Capital Markets, International Merchandise Exchange & Exhibition (IMX)

Kapitler

1. Maximising Scotland — A China Perspective (00:00:00)

2. About Scottish Development International (Kevin) (00:01:33)

3. Why did you launch the Scotland is Now campaign? (Kevin) (00:02:17)

4. How much is Scotland exporting to China and what are the opportunities? (Kevin) (00:03:30)

5. Will 'Scotland is Now' make a real difference to the bottomline of Scottish businesses in China? (Kevin) (00:05:20)

6. Lee Folland introduction about Reuter Communications (00:07:25)

7. What is the appetite for premium foods and luxury products in China? (Lee) (00:08:05)

8. Define the growing middle-class of China and the different tier cities (Lee) (00:09:18)

9. Will Chinese consumers understand the "Scotland is Now" campaign? (Lee) (00:10:21)

10. Josh Lane from Holland & Sherry introduction (00:11:27)

11. How the brand of Britain resonates (Josh) (00:12:25)

12. Drawing from the Scottish National identity (Josh) (00:12:50)

13. How much is the story of 'craftsmanship' part of the Scottish brand? (Josh) (00:13:31)

14. How would you leverage the brand of Scotland as a B2B business? (Josh) (00:14:18)

15. Sales through relationship marketing (Josh) (00:14:53)

16. Do Scottish brands have to move as fast as China? (Josh) (00:15:38)

17. Jeffrey Xu from Begg & Co introduction (00:17:28)

18. How does the China market differ from the other Asia markets in which you operate (Jeffrey) (00:18:45)

19. Is the Japanese consumer more aware of the products from Scotland than a Chinese consumer? (Jeffrey) (00:20:00)

20. Do you have to tell a bigger Scottish brand story to the Chinese market? (Jeffrey) (00:20:50)

21. Is selling your through department stores your long-term strategy? (Jeffrey) (00:21:40)

22. What is the opportunity in second tier cities? (Jeffrey) (00:22:16)

23. Simon Lee from IMX introduction (00:22:53)

24. The extraordinary growth in the Hong Qiao area of Shanghai relating to imports (Simon) (00:23:19)

25. What does IMX do? (Simon) (00:24:49)

26. Why is importing to China important right now versus 10 years ago in China? (00:26:29)

27. Why is IMX suitable for premium SME brands? (Simon) (00:28:04)

28. How will IMX connect Scottish SMEs to the right buyers and distributors in China? (Simon) (00:30:24)

29. Scottish brands entering China conclusions (Kirsten) (00:31:30)

30. Ahead of Brexit, is now a time for Scottish brands to be thinking about China? (Kevin) (00:31:48)

31. How might Scottish make the first step in Scotland and what else can the SDI provide? (Kevin) (00:34:55)

32. Closing commentary (Kirsten) (00:36:24)