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Chinese youth snub foreign brands in favor of 'China chic'

Local companies offering quality at reasonable price reap benefits

Cosmetics company Perfect Diary is among those benefiting from Chinese shoppers' preference for domestic brands. (Photo by Naoki Matsuda)

SHANGHAI -- During last month's 618 shopping festival, China's No. 2 e-retailer JD.com observed an unusual pattern amid its record 343.8 billion yuan ($53.1 billion) in sales.

Of the 236 brands that drew more than 100 million yuan in sales during the midyear event, over 70% were Chinese, the company said. Luxury products in particular enjoyed a boost from affluent shoppers looking local.

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