The Chinese spend more on luxury items than any other nation. But China’s luxury shoppers want their designer products more cheaply, even if it means getting a third party involved. Overseas personal shoppers – or 'daigou' agents – are sourcing luxury items for customers back home.

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.

Babies born in China in 2015 (the Year of the Sheep) are thought to be unlucky. So unlucky that thousands of mums rushed to have a baby in the more favourable Year of the Horse. Superstitions still hold fast in rapidly modernising China. How can international brands avoid making cultural mistakes?

In China, the moon is thought to do more than just control the tides. The waxing and waning of the moon is believed to deeply effect people’s lives, and with this in mind, luxury watch manufacturer Montblanc has incorporated it into its latest Chinese products and campaign.