The luxury goods market has seen a sudden slump in sales in China thanks to the emergence of Chinese labels. While China’s love of Western brands, such as Prada and Louis Vuitton, shows no sign of ending, a new group of smaller luxury Chinese companies is gaining in popularity. Such companies try to promote traditional Chinese values, rather than the exclusivity of Western labels that have been ever popular in China. Feedback for the new rivals has been positive so far, yet they are expected to face an up-hill struggle as Western heavy-weights rise to meet the challenge.