10 perspectives that define the China's outbound brand movement in 2024

Chris Baker

Totem data shows the top Chinese players in autos and electronics have made steady moves up the innovation and quality ladders, but their cultural impact of branding is still very low on the global stage.
  • The structure of China’s outbound movement is different from Japan’s development in prior decades; Japan had 50+ large brands as household names globally, and China has only a small group of well-known names at the top (Huawei, Xiaomi, DJI, etc).
  • A plethora of much smaller, non-name brands are the defining features of China’s outbound movement, like Shein, Temu, Realme, and TikTok as they have had many years in China to fine-tune algorithms and tactics to apply globally.
  • Negative sentiment - on products sold - from discount platforms, arguably casts a shadow over all Chinese brands, while geopolitics and a looming...

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