This photo taken on April 10, 2025 shows the Hainan International Convention and Exhibition Center, the main venue of the upcoming fifth China International Consumer Products Expo (CICPE) in Haikou, capital of south China's Hainan Province. (Xinhua/Pu Xiaoxu)As China's consumer market evolves, Chinese consumers are also maturing rapidly.LONDON, April 12 (Xinhua) -- British companies have significant opportunities in China's vast consumer market, where their brands and products enjoy strong levels of trust, Mark Clayton, Chairman of the British Chamber of Commerce South China, told Xinhua in a recent interview.Clayton highlighted the considerable capital, potential sales volume, and untapped market share that still exist within China's dynamic consumer sector.He noted that China is actively working to shift its economic growth model toward consumption, moving away from a traditional reliance on manufacturing and infrastructure. "There's a lot of policies they're implementing here (in China) to try to get people to spend," said Clayton, a veteran businessman with 20 years of experience working in China.The sheer scale of the Chinese market is a powerful incentive for British enterprises, he added, pointing out that "the middle class here is larger than the entire population of the UK (United Kingdom)."Workers place a mascot statue for the upcoming fifth China International Consumer Products Expo at the Hainan International Convention and Exhibition Center in Haikou, south China's Hainan Province, April 10, 2025. (Xinhua/Guo Cheng)As China's consumer market evolves, Chinese consumers are also maturing rapidly. "They are becoming more sophisticated in their thinking and in what they purchase," said Clayton, noting a shift from price sensitivity to a deeper appreciation for brand stories and personal connections with brands.Clayton's comments came ahead of the 5th China International Consumer Products Expo, where the United Kingdom is this year's Country of Honour and will feature a large-scale UK pavilion.A total of 27 British brands are participating in the expo, with several also represented in the e-commerce zone in collaboration with Chinese platforms. The event is set to take place from April 13 to 18 in Hainan, China's southern island province.Clayton noted the strength of this year's UK delegation. "We have the Minister of Trade Policy attending, as well as the British ambassador to China flying down with the trade team."He emphasized that the UK Labour government's active engagement with China has opened new doors for British brands in the Chinese market.Clayton also recalled a recent visit to China by a major UK trade delegation that included several regional mayors. For many, it was their first time in the country-an experience he believes could significantly reshape their perceptions of China.According to the British Embassy in Beijing, the theme of the UK Pavilion this year is "Where Heritage Meets Modern Excellence," showcasing a blend of tradition and innovation while offering visitors an interactive experience."British craftsmanship, design and quality are among the biggest selling points for consumers around the world. China is the world's 2nd-largest consumer market. It's also the UK's 5th-largest trading partner. So there are big collaboration opportunities in the consumer sector," the embassy noted.