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How to export to Asia

The continent of Asia has become a valuable market for major British brands, which have successfully targeted the increasingly affluent Asian middle class and capitalised on the strong demand for products from the UK. Here, Siddharth Shankar gives tips on how to successfully launch your product in Asia

Many major British brands have a rich history that stretches back decades. This, in turn, brings an added prestige to their luxurious and high-quality products and has been a major factor in the high regard that many Asian consumers have for British brands. While it is true that some British brands have failed to connect with an increasingly affluent middle class in the continent of Asia, the love of western brands that get it right shows no sign of slowing down.

Consumers in the Asian market are no longer looking for bargains and sales. For a long time, low prices were the top priority for Asian consumers, but a mix of higher living standards and falling trust in local brands gradually caused them to turn to international brands.

This is an extract from the Business & Management Magazine, Issue 279, November 2019.

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