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13 February 2018

Lenovo is top Chinese global brand builder


Lenovo, Huawei, Alibaba, Xiaomi and Air China are the top five Chinese global brand builders, according to WPP and Kantar Millward Brown’s BrandZ Top 50 Chinese Global Brand Builders Report, in collaboration with Google.

As China’s innovation-driven development continues to drive the growth and global strategy for many-home grown brand leaders, the report takes an in-depth look at the Chinese brands making an impact with consumers in international markets. It found that consumer electronics brands dominate the rankings with 10 brands featured among the top 50, contributing to 34% of the total Brand Power score.

Brandz top 50 chinese brands

Doreen Wang, Global Head of BrandZ, Kantar Millward Brown said: “Chinese brand builders aren’t just concerned with reaching a wider global audience, they are aiming to change customers’ perceptions too. Brands that succeed in China’s formidably competitive marketplace are not just out-gunning the competition in terms of innovation, they are deploying an equally powerful weapon – branding.”

Key highlights:

  • Innovation is the number one factor attributed to the growth of Chinese brands and perception of innovation is highest among consumers aged 18 – 34 years (millennials).
  • Digital media (43%) and in-store display (22%) are the most important media used to drive Chinese brand awareness among international consumers.
  • UK demonstrates the most positive attitude towards Chinese brands, while views vary significantly between countries.
  • Gap between international and China brands search volume narrows by 29% according to Google Search Index Data.
  • China’s Global Brand Builders see themselves as having a higher calling, helping them play their part in building Brand China abroad.
  • Chinese state-owned brands have demonstrated their widespread support for the ‘Belt and Road’ initiative. Banks, airlines and China’s heavy manufacturing industry are putting their full weight behind China’s ambitious foreign policy.
  • In this year’s Top 50, there are four auto brands; the largest two state-owned oil & gas giants; three state-owned banks and payments networks; and five of China’s airlines.

Click here to view the full report. 


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