Luxury brands are expanding their presence in Central China, a new growth market. 

Brands like Chanel and Dior are opening stores in Zhengzhou, capital of Henan Province. High-end malls, such as Wuhan Heartland 66 and Changsha IFS have taken the brands to previously unexploited regions. 

This expansion is driven by unmet local demand, the cost of opening stores in big cities, and the desire for self-aggrandizement that city authorities believe follows such brands. 

Local bloggers and social media platforms are promoting these cities as coming luxury destinations. As luxury brands do whatever they can to maintain growth, they want stores in every provincial capital.