WESTMINSTER, U.K. - s4story -- UK exports of business services to China rose sharply in 2025, even as the country's overall exports to the Chinese market declined.

The latest UK Department for Business and Trade figures show that UK services exports to China reached £13.2 billion in the 12 months to the end of December 2025, up 4.8% year on year.

Within this total, "other business services" exports increased by 25.1% to £1.8 billion. The category includes research and development, professional and management consulting, technical services and trade-related services.

Financial services exports also rose by 6.6% to £1.4 billion, while travel-related exports increased by 9.8% to £7.1 billion.

This contrasted with UK goods exports to China, which fell by 4.9% to £18.2 billion. Total UK exports to China declined by 1.0% to £31.4 billion.

Gogetop Marketing, a London-based cross-border marketing and communications agency, says the figures highlight both commercial opportunity and a growing visibility challenge for UK companies entering China.

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The agency describes this as the "cross-border discoverability gap": the difference between a company's reputation in its home market and its ability to be found, understood and trusted through Chinese-language digital channels.

"The growth in business services is encouraging, but demand alone does not guarantee that an individual brand will be discovered," said Ann Zhu, Co-Founder and Director of Gogetop Marketing.

"A company may have a strong UK reputation, an established website and extensive English-language media coverage, yet remain almost invisible when customers search in Chinese, use local platforms or compare providers through AI tools."

China had approximately 1.125 billion internet users at the end of 2025, while the number of generative AI users reached 602 million, representing an adoption rate of 42.8%.

Gogetop says businesses should review whether their Chinese brand name, company information and service descriptions are consistent across search engines, social platforms, media coverage and their own website.

"Cross-border growth increasingly depends on whether a brand is digitally legible within the market it wants to reach," Zhu added.

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