Indeed, for China-based companies heavily exposed to the U.S. market, it is one of their few strategic options aside from shifting some production to other countries - a tactic that is also gaining momentum.

Longer term, the greater impetus for Chinese companies to more aggressively develop their own brands is expected to spell fiercer competition for big foreign companies.

"Chinese companies that used to be business partners and suppliers are becoming rivals," said Jason Ding, a partner with Bain & Company, adding that foreign brands in the Chinese market will have to step up their game.