许多铺面挂的都是英文招牌，但店内服装的品牌名称却令人陌生。“I’m David”销售的是城市休闲服装，“Scofield”旨在打造一股英伦风，“Mind Bridge”和“Gather Jewels”走的都是常青藤联盟预科学校的学生风格。
这些品牌看起来或许像模像样，但它们很难与优衣库(Uniqlo)、Zara以及H&M抗衡，这三大外资品牌在附近都有自己的门店。
中国正力图通过刺激消费支出来平衡经济结构，以摆脱严重依赖工厂及地产投资的增长模式，上文提及的这类品牌反映出了中国在这个过程中所面临的挑战和机遇。
中国消费者喜欢外国商品。不论是运动鞋、汽车、电视、手机、化妆品抑或是尿布，调查结果都是外国品牌占优势。
中国市场研究集团的雷小山(Shaun Rein)表示，中国民众相信外国品牌不会偷工减料，而且与本土品牌相比有更加深厚的品牌传统。
中国的未来并非只取决于消费品牌的发展状况。中国已经开始在基建等领域向外输出专业技术，并有望获得盈利。
但消费品领域的品牌建设仍然非常重要——品牌具有知识产权和商誉，这能带来更高的利润率以及更大的利润规模。
Superbrands China的阿诺•迪班(Arnaud Debane)表示，中国本土品牌甚至已经开始在低成本智能手机、电视机等商品化程度更高的复杂产品领域取得进展。（中国进出口网）
In the New World Department Store of CBD Chengdu China, you will find that fast fashion clothing which you can see in any second-tier cities in the United States or Europe.
Many stores’ signs are in English, but their brands are strange. "I'm David" sales urban casual clothing, "Scofield" designs to create British style, "Mind Bridge" and "Gather Jewels" go the Ivy League prep school student style.
These brands may seem big, but it is difficult for them to compete with Uniqlo, Zara and H&M, all of which have their own stores in the vicinity.
China is trying to balance economic structure by stimulating consumer spending, in order to get rid of the growth model heavily dependent on factories and real estate investment. These brands mentioned above reflect the challenges and opportunities for China in this process.
Chinese consumers prefer foreign goods. Whether sports shoes, cars, TVs, mobile phones, cosmetics or diapers, Survey results show that foreign brands dominate.
Shaun Rein from China Market Research said, Chinese people believe that foreign brands will not cut corners. Compared with local brands, they have a more solid brand tradition.
China's future is not only dependent on the development of consumer brands. China has output expertise in infrastructure and other areas and is expected to be profitable.
But brand building of consumer products is still very important - brand has intellectual property rights and goodwill, which can lead to higher profit margins and greater scale.
Arnaud Debane from Superbrands China said that China's domestic brands have made progress in low-cost smart phones, televisions and other complex products with higher-degree commercialization.
