How to build a Chinese brand internationally

Draws on insights from the 2018 BrandZ Top 50 Chinese Global Brand Builders ranking to illustrate which Chinese brands, in which categories, are achieving global awareness and success.

Jump to:Definitions | Where to start | Essentials | The start of a long journey | Checklist | Further reading

China’s brands have been getting bigger over the last decade. From one brand in the BrandZ Global Top 100 in 2006, there are now 13 Chinese brands in the 2017 ranking.

The initial growth phase for Chinese brands was founded on an ability to take advantage of the world’s most populous market and, in the tech sector particularly, protection from outside competitors.

The next phase came...

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