In china, western culture tends to be more popular
than our traditional value system. Thanks to the
unique historical and cultural backgrounds, European
and American's understanding of the brand is
often more profound than the Orientals (Gan, Xiao
2007). The origins, essence and style of the luxury
brands are less understood by affluent Chinese
consumers who merely imitate western lifestyle
and blindly worship Western luxury brands. In
fact, when shaping their own cultural characteristics,
the national brands are in a dilemma; in order
to impress foreign consumers, they exhibit a clear
national image, but very few native consumers
would appreciate such national characteristics,
accounting for why Shanghai Tang’s cheongsam is
more popular in the international market than in
domestic market.