As China's consumer spending continues to beat the global market performance, brands are seeking a more granular understanding of what the nation's consumers want to buy – and how to reach those people.Initially, it was about prestigious international luxury brands. Then came trendy international fast-fashion labels. All the while, there was a rising tide of domestic brands that were growing in popularity.International brands are still at the top of consumers’ shopping lists – but not exclusively. Increasingly, young consumers are aware of international trends, but instead of following them, they incorporate as part of their own personal style.West Is Not Necessarily BestSmart brands are also realizing the simply taking their collections and selling them into China might not be the winning strategy. Instead, forward-thinking brands are re-interpreting their collections specifically for the China market.For example, Burberry has recently opened its first 'social retail' store in Shenzhen, China that features products that are true to Burberry's DNA but are tailored to appeal to Chinese consumers.The pandemic might have dampened Western consumers’ appetite for fashion – and especially for luxury goods, but not so in China.Once retail reopened this spring, luxury goods sales surged.According to a recent study by BCG consulting group, Chinese consumers' preference for ‘extra’ values in luxury increased by 14 percent, while it dropped by 9 percent among Westerners.There’s also a keen awareness amongst Chinese shoppers of quality, determined by fabric durability, workmanship, unique design, and fit.Say It LoudThe current market’s demand is for provocative styles rather than plain classics. The previous generation wanted to ‘fit in’ with their peers. Gen Z and Millennials want to stand out.Bold colors, raucous prints, statement dressing – think 1980’s fashion, with a Chinese interpretation – what you’re likely to see in collections favored by these young consumers.The younger generation is looking for self-expression – whether it sports a status brand or not. That’s been a boon to domestic brands, who are by no means second class brand citizens. In many cases, domestic brands outperform famous international brands because they are better able to connect with the end consumer. They understand how to communicate with them, they get their values – and, as important, the clothes are sized specifically for the China market.National PrideKey insights from JD.com’s data show that domestic brands are gradually becoming the top choice of Chinese consumers as quality improves, with the proportion of domestic brand consumption increasing year-by-year in 1st-tier cities. Female consumers aged below 25 spend more on domestic brands and pay more attention to them. Now domestic brands are attracting more high-income consumers.Last year sales of domestic brands were 20 percent higher than those of international brands. In Q1, sales of domestic brands were 30 percent higher than international brands, although that could have been influenced by the disruption of imports due to the pandemic.Consumers are looking to domestic brands for quality and are sensitive product reviews, according to JD.Young consumers feel increasingly positive towards local brands that offer uniqueness, humor, and a bit of flashy style.Equally as important, consumers are accepting that 'Made in China' quality is as good as the quality found in imported goods. With some many of the big international brands sourcing their products in China, it difficult to argue that made-in-China is inferior.Combine this with a growing national pride amongst younger consumers and you have a market that is willing, eager, and able to support homegrown designers and brands.According to McKinsey & Company, local consumers are open to new things as their status and wealth increases.An increasing number of Chinese designers were trained overseas so they can create collections that have Chinese roots and an international flare.Looking ahead, China’s appetite for designer brands is set to continued growth – but that growth might benefit domestic brands much more than it does international competitors.