PR specialist Sally Maier-Yip: connecting UK businesses to Chinese consumers

Originally from Hong Kong, Sally Maier-Yip studied journalism and communications, before entering the world of PR, with roles in Hong Kong, Singapore, and London. While working as a senior account manager, she spotted a gap in the market after finding PR agencies often overlooked the nuances of cross-cultural communication – and so 11k was born. 

The name of her boutique PR agency reflects her mission: bridging the 11,000km between the UK and parts of Asia. For the past 10 years, her company has specialised in connecting UK businesses with ultra-high-net-worth Chinese consumers. Sally’s deep understanding of both cultures has made her an invaluable asset to clients looking to navigate the complexities of these markets, whether through savvy brand strategy – or over a business lunch or three. 

I failed my journalism job interview for the South China Morning Post, and thought, ‘Oh, that’s the end of my career!’ But then I thought, ‘Well, actually PR is very interesting. There’s writing involved, and you get to talk to other people.’ And that’s how I got into PR. 

I was feeling very stuck in my agency work, when my mentor Andy, said, “Why don’t you find your own clients? You just tell people you’re going to do this, and you have 30 coffee meetings in a month, and if you can’t get one or two leads out of it then it’s your problem.” 

I didn’t have a big business plan when starting out: just a desire to do something challenging. At that point I didn’t have children, so I thought there was nothing to lose. It didn’t work out straight away: 11k is my second business. But you learn from your mistakes and then carry on. 

I’d spotted a gap in the UK market. I was being interviewed for PR agencies when I realised that global firms didn’t want to hire me in London because they already had local offices in Beijing, Shanghai, and Hong Kong. UK agencies, on the other hand, didn’t fully understand the Asia-China dynamic. As a Chinese native with insight into both markets, I knew I could help clients bridge that gap.  

The biggest misconception UK businesses have about China is that it’s just another market. It’s a huge market, with different languages and cultures. Time, resources, and expectations have to be aligned. It takes time to build trust and relationship with the Chinese, whether they’re media or consumers. Think of it as an investment. 

The biggest changes I’ve seen in Chinese consumer behaviour stem largely from Covid. China had the world’s longest closure during the pandemic and only reopened early last year. While recovery isn’t yet at 100%, tourism from China has reached about 80-90% of pre-pandemic levels. So, there are still significant growth opportunities in China, particularly in sectors such as real estate and international trade.  

Since the pandemic, Chinese consumers are now much more conscious of their spending, especially in luxury goods. In the past, brand loyalty was everything, but today they’re looking for more than just a label. They value experiences, wellness, and education, especially when travelling.  

Education is also big for Chinese consumers. For instance, parents want their children to not only have fun on vacation but also to learn something new through educational tours or workshops. 

11k is more than just a communications consultancy. When British companies approach us, they often have no Chinese-speaking staff. In many ways, we become their go-to partner for navigating China.  

11k also facilitates business introductions and helps build connections between UK and Chinese companies, including those in the UK’s Chinese community – over half a million of them. Our day-to-day job is to build that relationship faster. 

The Chinese tech landscape is completely different to the west. Google, YouTube, WhatsApp, and Instagram are all banned, so you need to get on the right platforms to make your brand accessible. If you’re a hotel brand, Little Red Book (China’s version of Instagram) is essential, as it’s great for travel and lifestyle sectors. For corporate branding, WeChat is key.  

Understanding the nuances of Chinese business culture is vital. Chinese culture involves a lot of bonding and building trust through food: business discussions often begin with a lunch or dinner.  

Knowing about hierarchy can help too. In traditional Chinese meetings, the most important person sits in the middle of the table. Knowing who that decision-maker is can be crucial. It’s also important to follow small but meaningful gestures, such as allowing the host or boss to speak first or take the lead in photos. Small things that show you’re culturally aware and are showing your appreciation to your Chinese clients or partners. 

In 2025, UK companies will have great opportunities in the Chinese market. Many Chinese brands are trying to go global and establish themselves in the west. In the property sector, for example, there’s a growing trend for luxury developments where hotel groups and developers are teaming up to create one-of-a-kind residential spaces. This gives UK companies a chance to attract Chinese investors looking for luxury options.  

The Chinese social media scene is changing fast. Therefore, businesses need to nail down who they’re trying to reach, whether it’s students, older folks, or young tech people living abroad. Again, understanding your target audience is key to effective communication. 

Find your niche. There are so many PR agencies out there. So, ask yourself: what are you really good at? What do you want to be known for? Then set yourself up to be that thought-leader so people remember you – which will help you sell your services easier.  

It’s okay if you don’t have all the answers at the start. Find a coach and learn from them. Also, the journey is not fixed. Because the world is changing so fast, clients demand different things. You’ll always be shaping your way of communicating. Be agile and open-minded. Having a clear vision as early as possible will help you last longer too. 

My husband always complains that I don’t switch off. I’ve got two boys, aged five and eight. Actually, they’re good distractions from work! I also learn a lot from my children, such as being in the moment. They really don’t care about the next minute! 

Find out more about Sally Maier-Yip at 11k Consulting.