Why UK Services Exports to China Are Booming While Goods Exports Decline

The numbers tell a story most UK brands are missing.

UK exports to China dropped 11.4% in 2024*. Headlines focused on the decline. But dig deeper, and you’ll find something remarkable happening beneath the surface.

Services exports surged 12.1% to £13 billion.*

Here’s what’s actually growing:
1. Travel services: £6.4 billion
2. Financial expertise
3. Intellectual property (up 91% year-on-year)

The shift is profound. China wants British thinking. The expertise. The ideas. The way of solving problems.

If you’re in consulting, education, fintech, design, or creative industries, Chinese companies are already seeking what you offer. The question is whether you’re positioned to capture it.

Most UK brands treat China as an afterthought. They hand distribution to local partners and hope for the best. No brand building. No storytelling. No relationship with the actual decision-makers.

But here’s what we’ve learned working with UK brands in China: presence beats promotion every time.

Translating your website won’t cut it. You need to translate your value proposition into something that resonates with Chinese business culture. Credibility works differently there. Trust follows different pathways.

The brands winning in China understand this. They build reputation, one conversation at a time.

The data is clear: China wants British expertise. The question is whether British brands are ready to show up in a way that matters.

*Source: UK–China Trade & Investment Factsheet (2025)