The offer from UK is with a connection, this is direct. If BA would offer a J ticket to China for a similar price then that would be a different story.
Finnair flight being cheaper from the UK than ex-HEL is hardly news, offers or otherwise. Just like BA flights are cheaper ex-HEL.
If 999€ for a direct J return is not an offer, then I don't know what is. It's not an MR, but great if you actually want to go where you are flying to.