The Top 50 Chinese Global Brand Builders report reaches a milestone this year. 2021 is the fifth year Google and Kantar have analyzed Chinese global brands. The Top 50 continued rise year-over-year in consumer awareness in the developed markets they surveyed.
In 2021, the Top 50 Chinese Global Brand Builders ranking by Kantar expands from seven developed markets (US, UK, France, Germany, Spain, Australia, Japan) to a broader coverage that includes India, Indonesia, Brazil, and Mexico.
Alibaba Group, ByteDance, Huawei, Xiaomi, Lenovo, Oppo, Hisense, Haier, One Plus, Vivo, Shein, and Tencent lead the Top 50 list.
CIW Subscribers can download the 67-page report here.
Top Chinese Brands in Global Ranking
The total value of the 2021 Kantar Brandz Top 100 Most Valuable Global Brands, released in June 2021, has grown by 42%, to reach record-setting new heights of over $7 trillion.
The 17 Chinese brands that made it to the Global Top 100 Brands List in 2021 are:
- Alibaba: 7th
- Tencent: 5th
- Moutai: 11th
- Meituan: 34th
- JD: 44th
- Douyin/TikTok: 45th
- Ping An (Insurance): 49th
- Huawei: 50th
- ICBC (Bank): 51st
- Haier (IoT): 65th
- China Mobile: 68th
- Xiaomi: 70th
- Baidu: 77th
- Pinduoduo: 81st
- AIA: 87th
- Didi Chuxing: 93rd
- CCB (Bank): 94th
- Didi: 64th
- BEKE: 96th
Most Valuable Chinese Brands
14 of the 24 categories grew in value, with Technology contributing a quarter of the ranking’s total value and Retail around a fifth. Entertainment saw the highest growth for the second year running, rising 221% in value as people spent more time online in lockdown, while Education grew by 92% as the increasing popularity of online learning was further stimulated by COVID-19.
Each of the Top 10 Risers (the brands which increased most in value year-on-year) grew by over 50%, with education provider Xueersi (no.38, +120% $4.6 billion) and alcohol brand Wu Liang Ye (no.26, +116%, $8.0 billion) more than doubling in value.
Three are education brands, with Xueersi joined by New Oriental (no.36; +78%, $4.9 billion) and VIPKID (no.84; +67%, $1.3 billion).
Third highest riser Lufax (no.19; +80%, $12.4 billion), a newcomer to the ranking in 2019 which was formed by financial services giant Ping An, grew +80% after successfully broadening its consumer finance operation.
Growth within the China Top 100 has been driven by the ability of the most valuable brands to align with the major trends shaping the Chinese market, including the desire for self-improvement and wellness, rapid urbanization, premiumization, and heightened national pride.
Many trends were accelerated by COVID-19 as consumers reconsidered their priorities, with the accumulation of wealth declining in importance, and an increased focus on health, the environment, and the welfare of the nation.
There are 16 newcomers this year, led by short-form video brand Douyin (TikTok’s Chinese brand, no.14; $16.9 billion) and e-commerce group buying platform Pinduoduo (no.23; $9.5 billion).
Among the new entries are five unicorns (start-up companies valued at over $1 billion): Douyin and video sharing app Kuaishou (no.25; $8.6 billion), real estate agent Ziroom (no.71; $2.1 billion), and tech brands Toutiao (no.67; $2.3 billion) and Zhihu (no.91; $1.0 billion).
Athleisure brand Li-Ning (no.99; $848 million) re-entered the ranking for the first time since 2013, after capitalizing on the rise in patriotism with a range that celebrated Chinese culture and design.
Chinese brands continue to pursue global growth and rapidly expand their international presence and stature. Only one was listed in the 2006 ranking of the most valuable global brands; the 2020 ranking includes 17.
Value growth for the brands that score highly on the BrandZ Innovation Index is almost nine times greater than those that score low. Haier (no.12; $18.7 billion) has successfully transformed into a leading Internet of Things (IoT) ecosystem brand, the advantages of which include the delivery of a seamless experience, an ecosystem that is boundless, and the ability to offer auto-sensing payments.
Owing to continuous collaborative innovation among Haier, its users and its partners, the brand achieves constant improvement and evolution.
Brand growth potential expands in lower tiers. The rapid development of smaller cities has created new opportunities. Kuaishou has become a lower-tier version of Douyin, while online classified ad marketplace 58.com (no.75; $1.7 billion) launched 58 Town to serve lower-tier communities.
Pinduoduo, which began by serving lower tier consumers, has achieved national prominence as a rival to Alibaba and JD.
China has leapfrogged in the customer experience. Experience is a critical differentiator, now consumers can get what they want whenever they want it. The brands that score highest on ‘positive experience’ grew the brand value over three times faster year-on-year.
Examples include JD, which opened its largest physical store, JD E-Space, an experiential centre where consumers can test and purchase products. Ecosystems engage users with content to drive sales.
Content commerce is an example of the trend towards experiences that increase convenience by being multifunctional or overlapping.
Brands are integrating social media and e-commerce in a way that simplifies people’s lives – creating appealing content that can be seamlessly monetised. For instance, short-video sharing apps like Douyin often provide opportunities to purchase items for rapid delivery.