The 2011 peak in rare earth element (REE) prices revealed a vast knowledge gap on the REE-based industry considered to be almost monopolized by Chinese players. A global value chain (GVC) framework is used to provide an understanding of value-adding segments of REE in their transformation from mine to market but inquiries on the currently most-advanced company strategies for alternative REE supplies form the cornerstone of this paper. The Anglo-REE deposit developer strategies are aligned with the value-adding segments and different approaches to integration and co-optation of REE processing competence are uncovered. On this basis the significance of alternative Anglo-REE-developer supplies is discussed and positioned in the perspective of Chinese industrial upgrading.