This strategy was highlighted in the 1998 Second Phase Development Plan for the leather industry and aims to make China a powerful leather producer within the next ten to fifteen years. At that time, ‘Made in China' will become ‘Created in China' and between three and five world famous brands will be created.

In the last ten years, the leather industry has developed an active mechanism for establishing famous brands, created by the company, assisted by the government and promoted by the CLIA. One of the keys to creation of these brands is to obtain the Genuine Leather Mark and Eco-leather Marks. There are about seventy brands which have become famous around China, including top brands in leather garments, leather shoes, fur garments, and bags and luggage.

There is proven customer, corporation and government recognition of the GLM, which started in 1994. According to statistics, among the existing 35 China ‘Top Brands', 39 China ‘Famous Brands', 167 ‘National Free-inspection Product' and 5 ‘China Export Famous Brands', more than 90% carry the Genuine Leather Mark.  The GLM office (CLIA) reassesses the brands every year, with stricter standards as of 2008. Corporations who fail to meet standards will be eliminated from the list to protect the overall image of Genuine Leather Mark and Eco-leather Mark. The criteria have been broadened to encompass concerns such as environment, health, quality standards and fashion in recent times and are constantly updated.

Within China, promotion of the brand will involve holding press conferences in important leather producing regions, improving the database of retailers and department stores, and designing publicity material according to the consumer's preference. Promotion in foreign media and at international exhibitions will also be increased.

As a large-scale leather producer, China faces increasing challenges. Technical barriers and trade frictions will persist in the international market for the foreseeable future, and competition between developing countries will intensify. The CLIA also recognize the challenges posed by the government's macroeconomic controls, the rising price of raw material and today's strict environmental protection standards.

The association plan to hold fashion design contests for leather and fur garments, leathergoods and footwear. In the meantime, tanners will have access to advice from marketing and design specialists.

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