Dobbo Dobbo / Mr A Tis
If going into China then CX makes sense as Singapore is the long way around where as in SE Asia SQ gives better connection's. Also in the case of CX you have large Chinese populations in the northern UK with both native/student and business passengers also adding to numbers. I would suggest the rise of CX could be partly at the demise of some of the ME3 where passengers have connected through there and onto China and may now use HU / CX. However when going that way (China) I still prefer EK to CX as there are good direct routes into China from there and I also prefer EK product to current CX offering. HU I have used in China but can not say I was that impressed and would not use them for my route out and back.
The continuing rise of both ME3 and CX can ultimately only be at the cost of BA who do not seem to be able to make new routes work long haul at the moment, with recent quick cancelations of new routes in China and South America.
Regards
Mr Mac