China’s total online retail spending this year is set to surpass that of the US, making mainland China the world’s largest ecommerce market.

Quality British brands such as Burberry have a strong selling point in China

Western brands of all sizes are keen to penetrate the market and appeal to Chinese consumers.

James Hardy, head of Europe at Chinese ecommerce giant Alibaba.com, says British retailers appeal to Chinese consumers because of their reputation for high-quality goods, as well as an ongoing global appetite for all things British.

He says Chinese consumers have a desire for luxury and well-made goods that they may not be able to find at home. The UK, in particular, has a reputation for using quality fabrics and production processes. British brands can’t always compete with overseas competitors on price but they can guarantee a premium product for the extra cost.

China’s fast-rising middle-class population has the means and enthusiasm to buy expensive goods. While they are prepared to spend more for quality, they expect good value and price justification.

The Chinese are savvy shoppers, and often research brands and products thoroughly before making a purchase so retailers should spend time developing their brand.

Hardy says: “Gone are the days when Chinese consumers only bought from big and luxury brands - many now follow their own individual tastes and preferences. The more a brand says about its products and what it stands for, the more likely it will be to attract and retain a loyal customer base.”

Britain is known for its unique heritage and quirky style, so retailers should make the most of their roots in branding, advertising and goods. It’s often the best USP in a competitive market.