With the pandemic forcing people to spend closer to home and heightened geopolitical tensions shining a spotlight on national identity, it’s no surprise that local brands are thriving in China. But how exactly are companies playing up their heritage? And what does ‘made in China’ now imply?

Domestic spending in China is up as international travel remains out of reach. HNWIs who would normally spend on luxury getaways are looking closer to home to elevate their everyday experience, leading to a boom in sales of seasonal delicacies like the hairy crab.

Tmall Luxury Pavilion is an e-commerce storefront and ‘an app within an app’ on Tmall that drives shopper engagement with luxury brands. By operating with invite-only access, it uses exclusivity to highlight its luxe appeal and mimic the atmosphere of brick-and-mortar retail.

As affluent luxury consumers in China demand brands take steps to be accountable for their environmental impact, these companies are pivoting to flout their sustainable credentials. For legacy brand Erdos, this means diversifying the product offer and targeting new markets.