China’s fashion market remains fertile ground for independent brands looking to expand overseas. But as the market has grown and globalized, with more Western brands moving in to stake a claim and local brands exerting more dominance, competition is rife and cracking it is more complex than ever. They have also shifted from stocking mainly Chinese brands to a more diverse global mix, with concept stores like Dongliang and B1ock functioning as a benchmark for overseas brands looking to break in. Below, a guide on what to know about selling in China now. Leaning into the new quiet luxuryDespite a previously strong appetite for logos and status-signaling heritage brands, China’s fashion consumers haven’t been immune to the quiet luxury wave of the last few years.