vAlthough Chinese consumers buy more and more western goods, signs are increasing that rich Chinese buyers are increasingly turning to their own house-made brands, rather than purchasing expensive goods from Europe, the USA or Japan.
Large Chinese companies are preparing to compete with western giants. Shang Xia, for example, was founded in 2008 and specializes in furniture, decorative objects, ceramics and clothes that have a special Chinese touch to them. Shang Xia opened its first shop in Shanghai in September 2010. Up to now feedback from Chinese customers has been very good. They feel proud that their country can produce goods of high quality. The company is expected to open up shops in Beijing and Paris soon.