The crusade to promote domestic brands is an uphill task in China because of a general preference for imported goods, which tend to be associated with quality or style.
The bias favouring foreign brands is perhaps strongest in Shanghai, a city historically known more for its receptiveness to foreign ideas than for its political correctness.
Given a choice, the ordinary Shanghainese - if not constrained by budget - tends to opt for a foreign brand rather than a local one.
This preference for foreign ideas is reflected best in the fashion habits of the 'Chuppies' - Chinese yuppies.
These upwardly mobile professionals in their 20s or 30s spend as lavishly on brands such as Esprit, Theme, Jessica, Nike, or Reebok as their counterparts in Hong Kong or Singapore.
Why pay more for these brands when you can get cheaper home-made goods? A 25-year-old Chuppie says the style is usually more trendy and the quality generally better.