From Knockoffs To Luxury: The Reinvention Of ‘Made In China’

For years, the phrase “Made in China” has been a shorthand for low-cost mass produced goods that fill the shelves of global supermarkets and discount stores. Think: affordable electronics, toys, textiles, household items- reliable in function but rarely known for great quality or innovation, forget being associated with luxury.

With the ongoing global trade war, power dynamics are shifting and the “Made in China” label is shedding its stigma to step confidently into the realm of innovation, modern design and even luxury. Chinese companies have been manufacturing goods forever but now they are creating desirable brands or rather deconstructing the idea of brands, setting design trends and leading the charge in industries once dominated by Western powerhouses. 

China’s homegrown icons

In the past, China has been best known for assembling other people’s ideas. Today, it is exporting its own. Several Chinese brands have carved out dominant positions in high-value global industries.

Leading in tech

Electronics is one of the most striking examples. Huawei, despite sanctions in key Western markets, continues to produce flagship smartphones and cutting-edge telecom infrastructure. DJI, based in Shenzhen, commands roughly 70% of the global consumer drone market, setting the gold standard for aerial imaging technology. Xiaomi, once a budget alternative, now produces sleek, feature-rich devices that rival the best from Apple and Samsung. In fact, last year, Xiaomi overtook Apple to become world’s number 2 smartphone brand. 

Striding ahead in the EV industry

Chinese companies, such as BYD have gone from producing battery components to building entire vehicles (EVs) that rival the performance and design of Tesla—often at a lower price point. In fact, BYD outsold Tesla globally in Q4 of 2023, making it one of the first Chinese automotive brands to break into the luxury mainstream.

Other companies like NIO, Xpeng, and Zeekr are pushing boundaries with sleek interiors, intelligent features, and a strong focus on user experience. These brands are also pioneering technologies like battery swapping and autonomous driving—areas where even Western carmakers are still catching up.

Fashion and cultural influences

China’s reinvention isn’t limited to tech and transport. The fashion world is beginning to embrace Chinese luxury as well. Designers like Angel Chen, Uma Wang, and Shushu/Tong are gaining international recognition for their bold, culturally rooted collections. They are redefining Chinese identity on the runway—not through imitation, but by reimagining heritage through modern lenses.

At the retail level, local fashion brands are increasingly resonating with Gen Z consumers who prefer authenticity and national pride over imported prestige. Luxury streetwear label Li-Ning, for instance, has built a loyal following by merging high-performance apparel with Chinese symbolism and storytelling.

What is fuelling this shift?

With China set to have the world’s largest middle class, around 650 million Chinese people are expected to fall in the middle income bracket. This vast demographic has purchasing power, global exposure, and increasingly refined tastes. Where previous generations equated prestige with foreign brands, younger consumers are proudly supporting homegrown labels that reflect their culture and values.

Strategic national initiatives like Made in China 2025 have accelerated investment in AI, robotics, electric mobility, and advanced manufacturing. These policies prioritise self-reliance and technological leadership—positioning Chinese companies not just to compete, but to lead.

Heavy government funding has supported everything from semiconductor research to start-up incubation hubs. Cities like Shenzhen and Hangzhou are now viewed as innovation hotspots, comparable to Silicon Valley or Berlin. There is also a concerted effort to reshape the image of Chinese products abroad. Through cultural diplomacy, fashion exports, and the globalisation of entertainment platforms like WeChat, iQIYI and TikTok (owned by Beijing-based ByteDance), China is amplifying its voice in the global conversation. Brands are rebranding not just their products, but their purpose. The modern narrative centres around design, sustainability, and innovation—qualities that resonate with global consumers.

Challenges ahead

The “Made In China” label carries decades worth of baggage and it won’t go away overnight. In most Western markets, many consumers continue to associate Chinese products with knockoffs and shortcuts, overlooking just how much innovation and craftsmanship has emerged from cities like Shenzhen and Hangzhou. 

Geopolitical tensions add another layer of complexity. With trade barriers, tariffs, and sanctions shifting like quicksand, Chinese brands are operating in a world where global ambition often runs headfirst into political roadblocks.

Then there’s the shadow of intellectual property. Yes, China has come a long way in IP enforcement, but for global partners and investors, concerns around compliance and regulation still linger.

What does the reinvention of “Made in China” mean for Malaysia?

For consumers and investors in Southeast Asia, especially Malaysia, the reinvention of “Made in China” is not just a distant phenomenon—it’s unfolding on our doorstep. Malaysian consumers are increasingly exposed to high-end Chinese products, whether through tech, fashion, or electric vehicles.

Businesses importing Chinese goods can now market them as premium rather than low-cost alternatives. Investors and startups can explore partnerships with Chinese firms seeking Southeast Asian expansion or inspiration. From Putrajaya to Penang, Chinese luxury is no longer an imported novelty. It’s becoming part of the regional fabric.

The journey of “Made in China” from factory-line utility to front-row fashion and frontier innovation is one of the most profound industrial revolutions in modern history. What began as an engine for replication has transformed into a powerhouse of originality. The global spotlight has shifted—and China isn’t just ready. It’s already on the stage.