Since its launch in 2018, Zudu’s NihaoScotland platform has promoted numerous Scottish businesses to Chinese consumers by partnering with local experts and influencers on Chinese social media networks such as WeChat, Douyin, and Xiaohongshu: reaching an average of over 500,000 users per post in every campaign.

The latest NihaoScotland campaign is set to launch on Monday 6th September and will feature a range of high-end brands from across the UK. This inaugural NihaoFashion digital event has already received positive feedback from the jewellery and luxury textiles industries, resulting in additional spaces being made available for new businesses to get involved throughout October and November. All spaces will be allocated on a first-come-first-served basis and the deadline for expressing interest in the campaign will be the end of September.

Participating brands will receive coverage across 6 key Chinese social media platforms with content including graphics, text, and video. NihaoScotland can also provide professional translation and localisation services, cross-border e-commerce opportunities, and packaging and label design to ensure all advertising is in line with current trends in China.

Simon Rolfe, Commercial Director, said: “This is a truly unique opportunity for brands to showcase their products to the Chinese consumer market and meet the demand for luxury British goods. The NihaoFashion campaign is designed to introduce companies to their target overseas clients – whether for the first time or to complement an existing marketing strategy and build reputation and awareness. Chinese consumers often rely on brand visibility and word-of-mouth marketing to make their purchasing decisions so this campaign is a surefire way to get visibility for your products and break into new territory.”

According to estimates by the China Apparel Association, the annual revenue of luxury fashion sales in China will reach 8 billion USD by the end of 2021. The annual growth rate of the market is expected to be +6% for the coming year thanks to the increasing popularity of digital and social media networks as platforms for selling and distributing to consumers.

Reports by McKinsey & Company also show China will contribute 41% of the global luxury consumption by 2025. The Chinese luxury market is now vital for many European brands and since its explosion in the 1990s, the sector continues to grow and is estimated to become the biggest in the world.

To get involved in the NihaoFashion campaign, please contact Simon Rolfe, Commercial Director at Zudu, at or visit

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