LONDON, February 6, 2018 /PRNewswire/ —
– BrandZ Top 50 Chinese Global Brand Builders 2018 Report reveals how ‘Created in China’ goods and services now represent innovation, quality and value
– Innovation is ‘in the DNA‘ of China‘s Global Brand Builders
– Consumer electronics dominate category rankings – Top 5 brands in 2018 include; Lenovo, Huawei, Alibaba, Xiaomi and Air China
– Powering on – 22 of the 30 brands ranked in 2017 increased their Brand Power rating
– China‘s patriotic call to ‘go global‘ receives backing from state-owned brands, including banks and payments networks, airlines, and oil & gas industries
As China’s innovation-driven development continues to drive the growth and global strategy for many home-grown brand leaders, a report released today by WPP and Kantar Millward Brown, in collaboration with Google, reveals how Lenovo Group Ltd – a global leader in personal computer and mobile technology – continues to lead the rankings in this year’s BrandZ Top 50 Chinese Global Brand Builders Report.
The report takes an in-depth look at the Chinese brands that are making an impact with consumers in international markets and provides a rich seam of thought-provoking insights on how Chinese companies can successfully build their brands on a global scale.
The growth of the ranking from 2017’s 30 brands to this year’s 50 brands is in part due to the rapid pace at which Chinese businesses are pursuing global expansion. Many of China’s brands are championing President Xi Jinping’s 2013 ‘Silk Road Economic Belt’ initiative, answering China’s clarion call for a new era of globalisation in what has been called the biggest development push in history.
Chinese brands are at the forefront of innovation and its global brand-builders are helping to establish ‘Brand China’ as innovative, cutting-edge and pioneering. China’s insatiable appetite for new technology is fuelling the growth of many brand categories and powering innovation at an incredible pace.
Consumer Electronics remains by far the best performing category, dominated by brands such as Lenovo, Huawei, Xiaomi and Anker.
In 2018, there are ten Consumer Electronics brands among what is now the Top 50, and they contribute 34% of the total Brand Power score. Collectively, Consumer Electronics, Mobile Gaming, and E-Commerce (including online fast fashion) account for 61% of all Brand Power in the Top 50. The remaining 39% of aggregate Brand Power comes from seven