英国在服装和配饰上花费了590亿美元。据2015年的统计数据显示，中国的服装销量增长了7.4%。在英国，华裔人数有所上升。中国人普遍尊重他们的文化和遗产(Wrigley， & Lowe, 2015)对于SEED生产的产品将会有很大的需求。欧洲起源的社会普遍欣赏中国丝绸和织物。作为一个多元文化的社会，人们喜欢体验不同种类的服装和时尚。除此之外，英国有一个稳定的政府，人们的可支配收入在这个市场上也很高(Jones and Hayes, 2004)。他们遵循自由贸易和开放的政策，因此更容易在英国建立业务运作(Birtwistle， & Shearer, 2001)。从这一点可以理解，该国在社会、政治和经济上都赞成从其他国家开展新的商业活动。这些因素加在一起，使得英国被认为是一个理想的扩张地区。
东方公司、玉八卦、东方明珠被认定为种子公司的竞争对手(Good Orient, 2015)。他们有类似的产品，并在英国建立了业务运作。还有在英国建立的B2B业务。这些因素表明种子公司必须进入市场，应对激烈的竞争。
间接竞争对手是销售东方其他国家服装的公司。泰式服装等台湾公司销售本土台湾服装(Good Orient, 2015)。想要尝试不同文化潮流的人可以选择这些服装。因此，间接竞争对手是那些向英国消费者销售传统亚洲服装的公司。
United Kingdom spends 59 billion USD on clothing and accessories. According to the 2015 statistics there has been 7.4% increase in clothing sales in the country. There has been a rise in Chinese origin people in UK. Chinese people in general respect their culture and heritage (Wrigley, & Lowe, 2015) There will be a lot of demand for the products produced by SEED. European origin societies have a general appreciation for Chinese silk and fabrics. Being a multicultural society people like to experience different kinds of apparel and fashion. Apart from this UK has a stable government and the disposable income of the people is also high in this market (Jones and Hayes, 2004). They follow free trade and have open door policy hence it is easier to establish business operation in UK (Birtwistle, & Shearer, 2001). From this it can be understood that socially, politically, economically the country favours new business operations from other countries. These factors together were the reason that UK is considered to be an ideal expansion region.
It is essential to understand the competitors in order to establish successful trade operations in the country. For this analysis direct and indirect competitors are investigated. Direct competitors are the companies that sell products that are identical and service the same target consumers (Birtwistle, & Tsim, 2005). Indirect competitors offer slightly different product range to the target consumers. Hence a company when conducting competitor analysis must factor in both direct and indirect competition. Direct and Indirect competition for the companies is discussed in detail in the following.
Oriental Company, Jade bagua, Oriental pearl are identified as competitors for SEED Company (Good Orient, 2015). They have similar products and they have established business operations within UK. There is also Business to business (B2B) operations that are established in UK. These factors show that SEED has to enter into the markets and tackle the exiting competition.
Indirect competitors are companies that sell clothing from other countries of the orient. Taiwanese companies such as Thai Style apparel sell indigenous Taiwanese clothes (Good Orient, 2015). People who want to experiment with the different cultural trends can choose these dresses. Hence the indirect competitors are the companies that sell traditional Asian apparel to the UK consumers.