Global consumer brands grappling with a tepid economic recovery in China have another worry: Buyers in the country are turning more to local labels. 

As recently as five years ago, China’s consumer market was dominated by foreign brands and homegrown names struggled to compete, often hindered by inferior quality and weak marketing. 

Now, many Chinese labels are prevalent in online marketplaces, shopping districts and store shelves, having improved their reputation for quality, design and sales techniques—as well as tapping nimbly into shifting consumer tastes.

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