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The Made in China label is losing traction with its two biggest customers. After three decades of gains, China’s share of U.S. imports has plateaued and in Europe it’s in decline.

The steepest losses are in the European Union, where China’s share of imports slumped to 16.5 percent in the first 11 months of last year, from a 2010 high of 18.5 percent, according to data compiled by Bloomberg News. In the U.S. the needle has barely moved in the past five years, holding around 19 percent.

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