Gap has unveiled its plans to enter the Chinese market as part of its global expansion strategy. The retailer will open stores and launch an online site by the end of 2010.

The American apparel brand Levi’s has announced the launch of a new global brand in China this fall. During its ten years in China, this is the first time Levi’s had launched a brand outside the US, signaling the importance of the Chinese market for the company. (See our previous post on Hermes launching a brand for China.)

Fast-food chain Ajisen (China) recently announced its entry into the high-end restaurant market by opening the first restaurant named Wakayama in the International Finance Center (IFC) of Hong Kong.

The Hermes Group plans to launch a new luxury handbag brand, Shang Xia (meaning "up/down” or “high/low " in Mandarin), in China this coming spring. The collection will be designed, manufactured and sold in China and shipped to some stores in Paris. The line incorporates Chinese raw materials and traditional craftsmanship. Shang Xia is considered to be an “affordable luxury” collection.

In the past, luxury brands were reluctant to localize too much in China in case it would be detrimental to their global brand image. However, this trend is changing, as is evident in Chanel’s recent flagship boutique launch event in Shanghai.

Easyhome, the Chinese decoration and construction material company based in Beijing, is continuously expanding by opening stores throughout China. The special feature of the company is their “one-stop” service, which includes decoration design and materials, and construction materials and furniture. These products are all offered in large-scale shopping centers, branded retail stores, or supermarkets. The main target market is the Chinese middle-class.

As we know, water is essential for the survival of most forms of life. In some places in the world it can be enjoyed directly from the tap, in others it must be purchased in bottles to ensure it is clean. There are many bottled water brands conveying different brand attributes, but there always seems to be one that stands out above the rest—Evian, the French mineral water.

As we mentioned before, the new General Motors consists of four core brands, including Buick, Cadillac, Chevrolet and GMC. Chevy is the top selling GM brand in the US, Cadillac’s edgy luxury car is fairly popular among young people, and GMC is GM’s truck line. So why keep Buick? Some say it’s because of China 1. 

In mid-July, just days after Li Ning Company Limited announced its acquisition of China’s third most popular badminton brand Kason Sports, Japan’s Mizuno Corp. announced it would close 200 unprofitable stores in China. While Li Ning brand is expanding through acquisition, Mizuno is decreasing its presence in the Chinese market. This contrast reflects the different fortunes experienced by domestic and foreign sports brands in the year following the Beijing Olympics.