Brands from around the world are keen to appeal to China's evolving middle market. But what do Chinese people want from foreign brands, and how do they choose between them? We spoke to marketing professor Lily Dong to find out.

Is tea still the most popular drink in China? And do logo-centric brands still dominate luxury? In our 2014 / 15 cultural snapshot of China, we demystify cultural myths, shed light on the country’s economic outlook, and explore the emerging and established trends across eleven sectors.

Chinese women are increasingly paying for fitness gear, classes, coaching and athletic events. And taking note of this trend, Western sports brands like Nike and Adidas are ramping up their efforts to target women with messages of independence, challenging yourself and self-expression.

Luxury brands have enjoyed a meteoric rise amongst the expanding Chinese middle class, but with anti-corruption laws dampening the spirits of conspicuous consumers, shopping habits are shifting dramatically.