Oaten added China has a different taste profile for fur. An increasing number of Chinese customers are fond of lighter colors and chic designs. Westerners tend to prefer brown or black with a classic design.

"People have developed a voracious appetite for fur of all kinds, including mink, fox, rabbit and raccoon," said Zheng a fur garment seller in Zhejiang province.

"In terms of color and style, pink, green and white are very popular. Young customers tend to buy slim cuts rather than the old loose style," Zheng added.

Zheng said even though sales have been increasing over the past years as people's living standards have improved, the cost of fur has also risen because of the rising cost of the raw material and labor.

"The price of fur clothing kept climbing over the past several years with a year-on-year growth rate of 20 percent at least," said Spark Fang, marketing executive of Sagafurs, a Finland auction house.

Despite the rising cost and shrinking profit, Zheng is still optimistic about the future outlook of his business.

"Most buyers are white collar workers. They want to own a piece for special occasions. I think their numbers will be expanding," said Zheng.

In January, the 39th China Fur and Leather Products Fair was held in Beijing. It attracted a number of European and American wholesalers looking for better commercial fashion garments and accessories. More than 300 fur companies attended the fair and filled the main exhibition halls.

"The mild winter and slow economy affected the sales of mink and other luxury fur garments in Europe and North America but sales in China have been growing, both for fur garments and fur accessories," said one garment seller surnamed Zhao from Nanjing city.

"There is no more dynamic, growing, exciting and successful country than China," said Oaten. "Owing to rising incomes and urbanization, fur consumption in 250 Chinese second-tier cities will be strong in the next 10 years."

According to the China Leather Association, the Chinese bought 1.5 million fur coats in 2010 out of the 2.5 million sold worldwide. The country's market for pelts is expected to be worth 16.42 billion yuan by 2015.

"In the current economic climate these figures are stunning", said Oaten. "They show designers and customers are continuing their love affair with this beautiful, durable and natural product. I am confident we will see even stronger growth next year because prices at the most recent auctions are hitting record highs. This proves manufacturers are prepared to pay a premium for quality because people invest in luxury for the long term."

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Contact the writer at liwoke@chinadaily.com.cn