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Chinese brands gain strength

News, 17 January 2017
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BEIJING: Lenovo, the computer firm, Huawei, the phone manufacturer, and Alibaba, the internet giant, head a list of Chinese brands that are successfully establishing themselves in overseas markets, according to a new report.

The BrandZ Top 30 Chinese Global Brand Builders report, published by WPP and Kantar Millward Brown in collaboration with Google, ranked brands across nine product categories based on their 'Brand Power Scores' in seven developed markets – including France, Germany, Spain, the UK, the US, Australia and Japan.

China is rapidly shaking off its reputation of being just a manufacturer of budget products for others, observed Scott Beaumont, president of Google Greater China.

While digital technology suppliers were prevalent among the top ten brands – in addition to the above three, ElexTech, a mobile games producer, Xiaomi, another phone maker and Cheetah Mobile, an internet security business were present – Chinese brands are also making inroads into more traditional categories, China Daily reported.

Domestic appliance makers Haier and Hisense are helping shift international consumer sentiment.

The latter was a sponsor of last year's European Football Championships, the first time a Chinese brand had undertaken such a step, and a Brand Agility Index compiled by PR firm Waggener Edstrom Communications put Hisense's performance at the event ahead of global marketers like Coca-Cola and McDonald's.

Air China, the national airline, and Anker, a power supply manufacturer, rounded out the top ten in the BrandZ report.

"These brands are pioneers in breaking through the ceiling and redefining the ways that people think about China and the ways that people think about Chinese brands," said Beaumont. "The brands on the list stand for qualities, innovation and customer service, in a way that would become comprehensible even five or 10 years ago."

It remains the case, however, that international consumers are generally less aware of and less likely to consider purchasing a Chinese brand than a local or globally recognised one.

Data sourced from China Daily; additional content by Warc staff

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