Brandztm top 50 chinese global brand builders 2018

Brandztm top 50 chinese global brand builders 2018
Brandztm top 50 chinese global brand builders 2018
Brandztm top 50 chinese global brand builders 2018
CONTENTS                                                                                                                                                                                     BrandZTM Top 50 Chinese Global Brand Builders 2018

                                                                                 TALKING WITH
                                                                               BRAND BUILDERS
        by David Roth,
                                                                                               Swords held high
       The Store WPP,
         EMEA & Asia
                                                                                         Andy Zhong, CEO and 62
                                                                                        Founder, FunPlus Group
                                                                                         The Future of Possible                                                    PARTNERS
                                                                                    Danny Zheng, Vice President 66
                                                                                              of Marketing, DJI

                                                                                          Faster, better fashion                                             China’s Brand Builders
                                                                                                                   70                                              are beginning to
                                    THE BRANDZTM                                         Sky Xu, Founder, SheIn
                                                                                                                                                                 change the world      114

                                   TOP 50 CHINESE                                                  Driving ahead
                                                                                     Victor Yang, Vice President, 76
                                                                                                                                                                   Scott Beaumont,
                                                                                                                                                     President, Google Greater China

                                   GLOBAL BRAND                                               Geely Auto Group
                                                                                                                                                                China’s Brands are
                                         BUILDERS                                              On the front foot                                               Globally Born to Run
                                                                                                                                                                     Doreen Wang 118
                                                                                       Will Yang, Brand Director, 80
                                                                                                     OPPO India                                            Global Head of BrandZ™,
                                                                                                                                                             Kantar Millward Brown

                                  The BrandZTM Top 50 Chinese                                                              WANT TO                                                                          RESOURCES
                                         Global Brand Builders
                                                                                                                        GO GLOBAL?
                                                                                                                                                                                                                      Methodology      124
                                          The BrandZTM Top 50     26
                                                Brands in Brief
                                                                                                                                                                                                     BrandZ™ Reports and Apps          126
                                                                                                                        Spelling out what it   86
                                                                                                                        takes to succeed…                                                       BrandZ™ China Insights Reports         130

                                                                                                                                  BE BOLD      88
                                                                                                                                                                                                        BrandZ™ Online & Mobile        132

                                                                                                                           Brand-powered       92

     THE NEW                                                           BRAND POWER                                                             94
                                                                                                                                                                                                    WPP Company Contributors            134

                                                                                                                          Engaging People
                                                                                                                                                                                                 Kantar Millward Brown in China         136
  SILK ROADS                                                                                                              Battle-readiness     100
                                                                        Brands on a Mission   44                                                                                                                      WPP in China
  The China Express      12                                                                                                       On track     102
                                                                                                                                                                                                           Brand Building Experts       138
 Journey to the West     18                                                                                             Leading Innovation     106

                                                                                                                                                                                                           Top 50 Chinese Global
                                                                                                                             Data Analysis     110                                                                                      139
                                                                                                                                                                                                             Brand Builders Team

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Brandztm top 50 chinese global brand builders 2018
WELCOME                                                                                                                                                                             BrandZTM Top 50 Chinese Global Brand Builders 2018

Forward!                                                                                                       David Roth
                                                                                                               CEO, The Store WPP, EMEA & Asia and Chairman, BAV Group

                                           Increasingly those responsible for             As well as championing the ‘Belt and              Houses of Parliament to celebrate the        There are still many challenges that need
                                           building China’s brands are moving             Road Initiative’, China’s brand leaders           achievements of the ‘BrandZ™ Top 100         to be overcome. These are being boldly
                                           outward as fast as they are marching           have also embraced the country’s                  Most Valuable Chinese Brands’. Minister      tackled, at an international as well as at
                                           forward. Their sense of purpose                innovation-driven development strategy.           Zhu talked about moving from “made in”       national level by Chinese Brand Builders,
No, that’s not a misprint. The title of    is palpable and transcends their               ‘Going global’ today is as much about             to “created in” China.                       who are passionate about improving
                                           commercial objectives. There is a higher       delivering quality-innovation as it is                                                         their brand’s, business and countries
this foreword is indeed FORWARD!           calling that is providing the impetus to       about extending reach.                            Anyone who questions the                     performance.
                                           not only build global brands, but to build                                                       determination of China’s government
A fitting title I’m sure you will agree;   innovative, higher-value global brands.        The core objective is not just for                and business leaders to deliver on           I am fortunate that I spend a lot of time
                                                                                          China’s companies and their brands to             this should read President Xi’s speech       talking with China’s Brand Builders,
not least because The BrandZTM             The catalyst for this high-octane
                                           propulsion of China’s brands on to the
                                                                                          reach a global audience, it is for those
                                                                                          companies to change the way that
                                                                                                                                            at the five-yearly party meeting in
                                                                                                                                            Beijing, in October 2017, in which
                                                                                                                                                                                         I sense that there is an increasing
                                                                                                                                                                                         appreciation of how data can help;
Top 50 Chinese Global Brand                global stage is President Xi Jinping’s
                                           2013 proposals to build a “Silk Road
                                                                                          people around the world think about
                                                                                          China’s brands. Increasingly
                                                                                                                                            he uses the word “Innovation” no
                                                                                                                                            fewer than 24 times. Most telling is
                                                                                                                                                                                         because analysis of ‘good’ data can
                                                                                                                                                                                         facilitate a better understanding of

Builders 2018 are on a mission.            Economic Belt” and the “21st Century
                                           Maritime Silk Road”. Five years on, the
                                                                                          innovative and better quality brands
                                                                                          are confronting the old China-
                                                                                                                                            the opening sentence of the “Making
                                                                                                                                            China a country of innovators” section:
                                                                                                                                                                                         what’s required to improve things.

                                           “Belt and Road Initiative” is not only         stereotypes.                                      “Innovation is the primary driving force     There is also a sense that the old ‘rules’
                                           supported by more than 100 countries                                                             behind development; it is the strategic      and conventions of online and offline
                                           and international organisations, it            Although the number of people who                 underpinning for building a modernized       marketing are breaking down, and that
                                           continues to be backed by China’s              think ‘Made in China’ is a pejorative term        economy.”                                    the two disciplines should be looked at
                                           business leaders and the companies and         is reducing, there is still much work to be                                                    holistically. These challenges are best
                                           brands in their charge.                        done. The entrepreneurs and business              As well as building economies and            overcome by making better use of
                                                                                          leaders behind China’s brands are up for          better lives for people, innovation builds   better data – and building a marketing
                                           The impact of the ‘Belt and Road               this challenge.                                   brand value. As you can read in the          communications plan around the reality
                                           Initiative’ extends far beyond the                                                               pages that follow, many of China’s Brand     of the audience’s daily life.
                                           geography of the ancient Silk Roads’           Miinster Zhu Qin spoke about the                  Builders believe that ‘people-centric’
                                           trading routes. Why stop at Europe,            upward shift in the value of what                 innovation is the springboard of their
                                           Africa, the Middle East, South-East            Chinese companies sell internationally            global expansion, and consequently
                                           Asia and South Asia? The scope of the          in his address at an event at the UK              the underlying reason for their global
                                           Initiative’s call-to-action has been clearly                                                     success.
                                           defined as ‘going global’.

                                      6                                                                                                                              7
Brandztm top 50 chinese global brand builders 2018

Despite the challenges, the underlying       better value-proposition for everyone.
current is one of genuine enthusiastic       How exciting is that.
optimism. There is a sense of pride at
what has been achieved so far, but there     These are exciting times to be working
is certainly no complacency as this is the   at or with the companies responsible
start of a long journey.                     for China’s brands. WPP and Google are
                                             dedicated to doing everything in our
This is why we have produced, in             power to help the people behind these
conjunction with Google, this ground         brands successfully achieve their global
breaking report, now in its second year.     brand-objectives.
Last year we started with 30 brands
but have now increased the ranking to        For additional knowledge about China
50 brands, such is the dynamism The          and Chinese consumers please do take
BrandZ™ Top 50.                              a read through our library of BrandZ™
                                             reports including The BrandZ™ Top 100
WPP, in partnership with Google,             Most Valuable Brands 2017, Unmasking
measured these brand journeys in many        The Individual Chinese Investor; The
ways. The analysis of the scorecards         Power And Potential Of The China
which we produced enabled us to              Dream and others.
calculate the ‘brand power’ rating – the     Please go to
strength and desire of a brand from a
customer’s perspective.                      If you are wondering how all this
                                             knowledge and insight gets applied in
We are uniquely qualified to perform         the real world go to part four for our
this analysis, because we have at our        interviews with c-suite executives from
fingertips WPP’s BrandZ™ database,           six of the BrandZ™ Top 50 Chinese
the world’s largest consumer-focused         Global Brand Builders 2018 as they share
source of brand equity knowledge             cutting edge insights with us.
and insight and we have partnered
with Google to leverage our BrandZ™          At WPP we are passionate about using
resources with Google Search capability      our creativity to create and build strong,
and Google Surveys. The result is            differentiated brands that deliver lasting
a must read for any Chinese brand            shareholder value. If you think WPP
owner who is considering expanding           and Google can help your brand to ‘go
overseas or who is already overseas and      global’, please don’t hesitate to get in
contemplating their next move.               touch any of the WPP companies that
                                             have contributed expertise in the pages
The study focuses on the consumers           that follow or Scott Beaumont (Google’s
of the product and service categories        President, Greater China). Or feel free to
in the country markets that are most         contact me directly.
critical to the success of China’s brands    Sincerely,
that are ‘going global’.

Hundreds of millions of people around
the world are benefiting from the
contribution China’s brands are making
across numerous brand categories.            DAVID ROTH
That’s because the improving value of
China’s brands inevitably results in a       Twitter: davidrothlondon

                                                                 8                        Photograph by Paul Reiffer   SHANGHAI
Brandztm top 50 chinese global brand builders 2018
Brandztm top 50 chinese global brand builders 2018
THE NEW SILK ROADS                                                                    BrandZTM Top 50 Chinese Global Brand Builders 2018

         The China
                          The actual train left Yiwu city, Zhejiang province,
                          on the 1st January 2017, pulling 68 containers
                          of Chinese-made goods. It rolled into London

                          18 days, over 7,700 miles, and eight time-zones
                          later. Yet another success story for China’s ‘Belt
                          and Road’ international development strategy.

         arriving at
         a platform
                                          The metaphorical train left China                by November 2017. Capitalising on the
                                          shortly after ‘Reform and Opening Up’.           burgeoning trade with China, more than
                                          It travelled very slowly at first, before        100 Chinese companies have moved
                                          gradually picking up speed. Then, more           into the German city, near the border
                                          than three decades after the journey             with the Netherlands.
                                          had begun, something extraordinary

          near you
                                          happened. It was as if the train from            Since 2013, the Chinese government
                                          China had moved from narrow-gauge                has issued a call to China’s companies
                                          to jaw-droppingly impressive high-               and their brands to ‘go global’. As well
                                          speed infrastructure. Emboldened by              as the economic benefit of this course
                                          commands from the signal box, the ‘full          of action, there are also reputational
                                          throttle’ mode on the newly-installed            benefits – for China’s brands and for
                                          Chinese-made digital control panel was           Brand China.
                                          selected. And off it sped.
                                                                                           That call is being answered on a large
                                          Since President Xi Jinping proposed              scale. The companies behind China’s
                                          the ‘Belt and Road’ initiative in 2013,          brands are taking a more active role on
                                          there has been a five-fold increase in           the world stage. They are increasingly
                                          the volume of rail-freight sent from             shaping the conversation at a category
                                          China to Europe. More than 20 Chinese            level, as well as helping to support
                                          cities are now directly connected by             economic growth in developing markets
                                          rail to Europe. The largest rail terminus        in many ways, not least by investing
                                          for Europe-bound Chinese trains is the           in infrastructure. In summary, China’s
                                          Port of Duisburg, the world’s largest            brands are not only changing the way
                                          inland port. From the first train in             that people around the world think
                                          2014, westbound trains from China to             about brands, they are also changing
                                          Duisburg had increased to 17 per week            the way those people think about Brand

                     12                                       13
Brandztm top 50 chinese global brand builders 2018

                                                                                                     From Yiwu city,
                                           levels. We also provide our view on the
Brand Power scorecard                      changing attitudes to ‘Made in China’
                                           and how those attitudes affect the
                                                                                                    Zhejiang province,
                                           perception of Chinese brands and Brand
                                                                                                   to Barking, London.
With so much at stake, it was clear
that there is a need for a scorecard to    China.
measure the power of China’s brands in
overseas markets. What’s more, it had      The most compelling brand stories are
to be global in scale but local in terms   told by the people who have been in
of actionable insight, so that it could    the thick of the action, who have been
help China’s Global Brand Builders –       living and breathing the brand, and who
both present and future – to better        have the passion and ability to succeed.
understand the mechanisms of success.      ‘Talking with Brand Builders’ (Chapter
                                           4) provides everyone, no matter
Last year, WPP and Google worked           how experienced, with a rich seam
together to produce the first such         of thought-provoking ideas on how
scorecard and analysis. Both companies     to successfully build a Chinese brand
brought different expertise and data-      around the world.
sets to the project. The joint resources
of Google Surveys and the Google           Of special interest to China’s would-
Search Index, and WPP’s BrandZ™,           be Global Brand Builders is Chapter
the world’s largest brand analytics        5, which is an in-depth look at the
database and platform enabled us to        reasons why China’s pioneering Global
produce the Brand Power scores and         Brand Builders have been successful.
rankings that you can see in Chapter 2.    This chapter will help future brand
                                           builders to emulate the success of their
The Brand Power score represents           forerunners. There is a certain attitude
the strength of the brand from the         that is a prerequisite for ‘going global’
perspective of overseas consumers          and achieving great things (an attitude
in important country-markets. The          that underpins all the 20 points that are
selection of markets was determined by     discussed). The name of the chapter,
the answer to this question: Where do      BE BOLD, literally spells out what that
brands need to be successful for them      attitude is.
to be considered a global brand?
                                           Even with the BE BOLD attitude, and
It was also clear that, because the        everything in your favour, it can still
number of China’s brands ‘going            be tough out there. And a tough job
global’ was increasing so quickly, the     becomes an impossible job if you are
scorecard had to be both adaptable         fighting alone. Ask Andy Zhong, CEO of
and expandable. This, combined with        FunPlus, for his advice and he would tell
the improvements that China’s brands       you that strong alliances and long-term
were making in terms of engagement,        partnerships win brand-battles as well
led to this year’s decision to increase    as mobile-games.
the number of brands in the survey to

50 – from 30 brands last year.             That’s where Scott Beaumont, President

                                                                                       18     7,700
                                           of Google Greater China and Doreen
An analysis of the numbers behind          Wang, Global Head of BrandZ™ at
the numbers (Brand Power, Chapter          Kantar Millward Brown can help. In
3) provides a snapshot of what has         Chapter six, Scott and Doreen share                             TIME-
happened in the 12 months since the        their thoughts on what Google and WPP
first study. There are also perspectives   can do to help China’s Global Brand         DAYS    MILES      ZONES
on what’s behind the differences at        Builders – present and future – expand
country, category, and target-group        and succeed.

Brandztm top 50 chinese global brand builders 2018
Photograph by Paul Reiffer
Brandztm top 50 chinese global brand builders 2018
THE NEW SILK ROADS                                                                                                                                               BrandZTM Top 50 Chinese Global Brand Builders 2018


Journey to...                        There are some remarkable parallels       2025 will be the 2,000th anniversary       The importance of the plans to develop      From ‘Belt and Road’ to
       On the 5th August 25 AD,      between that period and today’s
                                     China: Due to political stability and a
                                                                               of the founding of the Eastern Han
                                                                               Dynasty. It is also – according to the
                                                                                                                          China’s manufacturing industry were
                                                                                                                          underlined in October’s quinquennial
                                                                                                                                                                      ‘Going Global’
                                                                               ‘Made in China 2025’ development           National Congress of the Communist
          Liu Xiu – posthumously
                                     flourishing economy, trading circles                                                                                             A poster with a photo of President Xi
                                     widened. It was also a period of          – the year that has been designated        Party of China (CPC). In his report,
                                                                                                                                                                      Jinping simply proclaims, yi dai yi lu
                                     tremendous technological innovation.      as the ‘delivery date’ of the              President Xi Jinping said, “We will
                                                                                                                                                                      [One Belt, One Road]. The message

           known as the Emperor      These factors, combined with better       planned transformation of China’s          work faster to build China into a
                                                                                                                                                                      is clear... China needs to work with
                                     infrastructure along the trading          manufacturing industry. The objective      manufacturer of quality and develop
                                                                                                                                                                      the countries along the one belt (the
                                     routes westwards, enabled the re-         of the initiative is to make Chinese       advanced manufacturing.” Indeed, the
                                                                                                                                                                      land route to Europe, via Russia and
        Guangwu – became the         establishment of a route to Europe
                                     along what would become known as
                                                                               manufacturing world class – in terms
                                                                               of its cutting-edge innovation in
                                                                               categories such as ‘smart appliances’
                                                                                                                          development of China’s manufacturing
                                                                                                                          industry has been a recurring theme
                                                                                                                          during the tenure of President Xi, who
                                                                                                                                                                      Asia) and one road (global maritime
                                                                                                                                                                      routes) to help them develop their
                                     the Silk Road. The world’s two great
    first emperor of the Eastern
                                                                                                                                                                      infrastructure and economies for
                                     cultures and economies, China and         and ‘high-end consumer electronics’, as    has also said that China should build its
                                                                                                                                                                      mutual benefit.
                                     the ‘Western’ Empire (Rome) mutually      well as the ‘Internet of Things’.          own world-renowned brands.

     Han dynasty. His son, Ming,     benefited from the greatest trading
                                     route in the history of the world.        In addition to central government
                                                                               funding, “Made in China 2025”, is
                                                                                                                          President Xi Jinping’s first reference
                                                                                                                          to ‘brands’ goes back more than a
                                                                                                                                                                      As well as the ‘Belt and Road’ initiative
                                                                                                                                                                      being a long-term foreign policy
                                                                                                                                                                      and economic imperative – that, by

            and grandson, Zhang,
                                                                               also assisted by regional and local        dozen years. In 2004, at an economic
                                                                                                                                                                      May 2017, had been supported by more
                                                                               governments. 35 ‘manufacturing             conference in Zhejiang province, he
                                                                                                                                                                      than 100 countries and international
                                                                               innovation centres’ have already           quoted Deng Xiaoping: “We should
                                                                                                                                                                      organisations – it is also a commercial
      would reign over a ‘golden                                               been set up at provincial level. While
                                                                               local governments will invest over
                                                                                                                          have our own ‘first products’ (flagship
                                                                                                                          products) and establish our own
                                                                                                                                                                      imperative that is being embraced by
                                                                                                                                                                      China’s companies. Indeed, for many
                                                                               RMB ten billion from 2016 to 2020,         world-renowned brands, or we will be

          age’ in Chinese history.
                                                                                                                                                                      of those companies who are ‘going
                                                                               according to the China Daily, which        bullied by others.” Deng, the former
                                                                                                                                                                      global’, the initiative is fundamentally
                                                                               also reports that the Ministry of          Chinese leader, had said this during
                                                                                                                                                                      important – to the extent that it
                                                                               Industry and Information Technology        his 1992 ‘Southern Tour’ of China – the
                                                                                                                                                                      is shaping their overseas direct
                                                                               (MIIT) will “Cooperate with The China      visit is widely thought to have been
                                                                                                                                                                      investment (ODI) strategy.
                                                                               Development Bank to provide financial      the spur for Shenzhen’s and indeed
                                                                               services including loans, bonds, leasing   China’s phenomenal economic growth,
                                                                               to support major projects, with an         the fruits of which are discussed in the
                                                                               estimated 300 billion yuan of financing    chapters that follow.
                                                                               in place in the 2016-2020 period.”

                            18                                                                                                               19
INTRODUCTION AND THE NEW SILK ROADS                                                                                                                                                                                     BrandZTM Top 50 Chinese Global Brand Builders 2018


...the West
China is well equipped to supply the     The effect of this on sales and brand       people were aware of it) to a household                                                  Chinese silk brand would benefit from          The good news for ‘Brand China’
                                                                                                                                  China’s brands and Brand China
hardware to improve the infrastructure   equity is hard to quantify of course, but   name. In the last period (at the time of                                                 dialling up its association with ‘Brand        and China’s brands is that the
in ‘Belt and Road’ countries. The        it is clear that China’s companies that     going to print), the brand was searched      Surely the dream of the people              China’.                                        negative connotations are gradually
business-to-business (B2B) brands        are trading in many ‘Belt and Road’         for more than twice as often as it was       responsible for marketing any of                                                           reducing and, instead, credentials
are not household names, but their       country-markets are indeed benefiting.      a year earlier. Also, one Diwali video       China’s brands is for ‘their’ brand to be   Over time, this creates symbiotic              are being built in areas that are at
commercial clout should not be                                                       garnered more than 13 million views on       thought of as a great brand. So great,      relationships between brands                   the frontiers of innovation. China’s
underestimated.                          Take OPPO for example. The brand’s          YouTube in the first four weeks alone.       in fact, that when asked for words to       themselves and country brands. The             Global Brand Builders are making
                                         first move overseas was to Thailand in                                                   describe the brand, its new customers       reputation of French perfume brands            breakthroughs in such fields as
Two government-backed financial          2010 – and now the brand has become         The mindset that is needed to succeed        in those new markets gush out               continues to build, therefore Brand            robotics, nanotechnology, and artificial
institutions have been set up to         the ‘number two’ in that market.            along the ‘Belt and Road’ and the            adjectives such as quality, excellent,      France’s association with perfume              intelligence (AI) – areas that will build
support investment in infrastructure     OPPO’s success in Thailand has been         lessons learned there can be applied         irreplaceable, unique, and exceptional.     grows ever stronger, and thus a new            associations with such positives as
projects in the countries that have      mirrored in other developing ASEAN          by any company in pursuit of global                                                      French perfume brand would be in an            ‘highly-innovative’, ‘cutting-edge’,
embraced the Initiative. These include   ‘Belt and Road’ countries. Indeed,          ambitions. Whether ‘Belt and Road’           That’s not to say that a great brand        even better place to achieve a fast start      and ‘pioneering’. Over time, this will
the Asian Infrastructure Investment      in a sub-grouping that comprises            is a gateway or a springboard to the         can’t be readily associated with            in life.                                       change people’s perceptions and,
Bank (AIIB) and the Silk Road Fund.      Indonesia, Vietnam, Thailand, Malaysia,     world depends on the company and             being Chinese. For that to be the                                                          consequently, will feed through to the
                                         Philippines, and Myanmar, OPPO more         the nature of its brands. What is clear,     case, though, the brand in question         On the other side of the coin, if a            all-important brand-health scorecards
The increased levels of economic         than doubled its market share in 2016       is that China’s call to its brand builders   must be in a category that ‘Brand           country brand has – fairly or unfairly         of China’s brands and ‘Brand China’.
cooperation with the ‘Belt and Road’     (compared with 2015) – to become the        is not constrained by geography. The         China’ is admired for. For example,         – a bad reputation in a category, or is
countries have created commercial        second-highest-selling smartphone           principles of openness, cooperation,         the association with ‘Brand France’         weighed down by perceived quality
climates that are conducive to faster    brand.                                      and reciprocity have universal appeal.       helps French perfume brands; ‘Brand         issues generally, it can take much
export growth. This is driven by the                                                                                              Germany’ works wonders for German           longer to build a brand, and the road
‘push’ of Chinese companies keen to      The brand’s remarkable progress in                                                       car brands; and ‘Brand Belgium’ is an       to greatness can take that much longer
support the Initiative, and the ‘pull’   India has been driven by successful                                                      asset to a Belgian chocolate brand          to travel. The days of endemic quality
of the countries whose governments       consumer engagement: In just three                                                       (or a strong Belgian beer brand if you      issues in Chinese manufacturing are
are creating a better environment for    years, this has catapulted OPPO from                                                     prefer)! Likewise, to many people, a        long gone, but people have long
China’s companies to do business.        obscurity (less than one per cent of                                                                                                 memories. Now the good news…

                                                            20                                                                                                                                   21

BrandZTM Top 50 Chinese Global Brand Builders 2018

                                                            BRAND   BRAND POWER                                                                                   BRAND           BRAND POWER
     BRAND                            CATEGORY              POWER     % Change            BRAND                                   CATEGORY                        POWER             % Change
                                                                     2018 vs. 2017                                                                                                 2018 vs. 2017

1                         Consumer Electronics              1,697       +1%          26                               Consumer Electronics                        258                +14%

2                         Consumer Electronics              1,530      +22%          27           PetroChina          Oil & Gas                                   247                NEW

3                         E-commerce                        1,101       +5%          28                               Consumer Electronics                        244                 +8%

4            Xiaomi       Consumer Electronics              757         +6%          29                               Airlines                                    239                 +3%

5                         Airlines                          730         +3%          30           Long Tech Network   Mobile Gaming                               235                NEW

6                         Mobile Gaming                     724        -22%          31                               Mobile Gaming/Internet Services              219                +5%

7                         Consumer Electronics               612       +22%          32                               Cars                                         212                +2%

8                         Home Appliances                   578         +1%          33                               Mobile Gaming                               207                -22%

9                         Home Appliances                   530        +10%          34                               Online Fast Fashion                         203                NEW

10                        Mobile Gaming/Internet Services   512         +3%          35                               Smart Devices                                196               NEW

11                        Smart Devices                     506         +17%         36                               E-commerce                                  190                 -17%

12           OnePlus      Consumer Electronics              467         +3%          37                               Internet services                            185               NEW

13                        Banks                             447        NEW           38                               Cars                                         175               NEW

14                        Airlines                          428         +1%          39                               Payment Networks                             168               NEW

15                        Consumer Electronics              413         +1%          40                               Smart Devices                                158               -28%

16                        Mobile Gaming                     398        +20%          41                               Banks                                        146               NEW

17                        Mobile Gaming                     388          0%          42                               Airlines                                    144                NEW

                          Home Appliances/
18                        Consumer Electronics              383         +5%          43                               Cars                                         143               NEW

19           Mobi Magic   Internet Services                 362         -3%          44                               E-commerce                                   139               NEW

20                        Internet Services                 300        -38%          45                               Cars                                         138               NEW

21                        Oil & Gas                         292        NEW           46                               Home Appliances                              132               NEW

22                        E-commerce                        289        +20%          47                               Airlines                                    130                NEW

23                        Mobile Gaming                     285         -8%          48                               E-commerce                                   116               NEW

24                        Online Fast Fashion               282        NEW           49                               Consumer Electronics                         115               NEW

25                        Mobile Gaming                     276        -20%          50                               Home Appliances                              113               NEW

                              24                                                                                          25
BRANDZTM TOP 50 CHINESE GLOBAL BRAND BUILDERS 2018                                                                                                                                                                   BrandZTM Top 50 Chinese Global Brand Builders 2018


01    Lenovo                                                         02    Huawei                                               05    Air China                                                       06    Elex Tech

Company Lenovo Group Ltd.                                            Company Huawei Technologies Company, Ltd.                  Company Air China Ltd.                                                Company Beijing Elex Technology Company, Ltd.
Brand Power 1,697                                                    Brand Power 1,530                                          Brand Power 730                                                       Brand Power 724
Headquarters City Beijing                                            Headquarters City Shenzhen                                 Headquarters City Beijing                                             Headquarters City Beijing
Industry Consumer Electronics                                        Industry Consumer Electronics                              Industry Airlines                                                     Industry Mobile Gaming
Year Formed 1984                                                     Year Formed 1987                                           Year Formed 1988                                                      Year Formed 2008

A global leader in personal computer and mobile                      Present in more than 170 countries, Huawei                 Air China is the largest Chinese airline. The state-owned             Elex is a developer of multiplayer online and mobile
technology, Lenovo products include PCs, smartphones,                manufactures telecoms equipment and smartphones.           enterprise operated 377 routes as of June 2016, including             games that are played by over 50 million people in 40
tablets, and smart TVs. Significant international                    The brand is increasingly moving up-market. In the first   98 international routes to 39 countries or regions. In                countries. Overseas markets contribute more than 95
acquisitions have included the purchase of IBM’s PC                  half of 2017, sales revenue increased by 36.2 percent,     cooperation with its airline partners in Star Alliance, Air           percent of revenues, with ‘Clash of Kings’ being its most
division in 2005, and Motorola Mobility from Google three            while smartphone shipments were up by 20.6 percent         China reaches 193 countries. In 2016, international passenger         popular title. From January to May in 2016, the title
years ago. In Q4 2016 ‘outside-China’ mobile business                (high-end P and Mate series increased by more than         traffic volume grew by 20 percent. In September 2016, Air             was ranked first on iOS app and Google Play Revenue
sales-volume was up 17.4 percent year-on-year (Brazil                100 percent). Ranked 88th in the ‘Forbes 2017’ brand       China and Lufthansa signed a joint venture agreement                  Rankings (outside Greater China).
increased by 56.3 percent, and India by 37.7 percent). The           value list (the only Chinese brand featured), with a
company sells products in more than 160 countries.                   worth of US$7.3bn – a 9 percent year-on-year increase.

03    Alibaba                                                        04    Xiaomi                                               07    Anker                                                           08    Haier

Company Alibaba Group Holding, Ltd.                                  Company Xiaomi Inc.                                        Company Hunan Ocean Wing E-Commerce Technology Company, Ltd.          Company Haier Group
Brand Power 1,101                                                    Brand Power 757                                            Brand Power 612                                                       Brand Power 578
Headquarters City Hangzhou                                           Headquarters City Beijing                                  Headquarters City Changsha                                            Headquarters City Qingdao
Industry E-commerce                                                  Industry Consumer Electronics                              Industry Consumer Electronics                                         Industry Home Appliances
Year Formed 1999                                                     Year Formed 2010                                           Year Formed 2009                                                      Year Formed 1984

China’s leading online marketplace. In 2017 fiscal year,             Xiaomi is a brand of smartphones and other mobile          Anker makes and markets products such as headphones,                  Haier’s air conditioners, washing machines, and refrigerators
Alibaba Group’s revenue was RMB 158.27 billion (up 56                devices, along with a range of appliances and              LED lighting, portable chargers, USB cables, and other                are sold in more than 100 countries. Haier manufactures
percent). Although international revenue accounted for a             consumer electronic products and accessories.              accessories for mobile devices. They are sold online in more          around half of its products in factories outside of China.
small fraction of this figure, it is expected to grow rapidly        Xiaomi began exporting in 2014, the year it became         than 80 countries. From 2016, products were also available            Overseas sales contribute more than a quarter of its annual
as overseas expansion is Alibaba’s long-term strategy.               the world’s most valuable technology start-up. It          offline in 3,000 Wal-Mart stores and more than 600 Bestbuy            revenue. In April 2016, Haier completed the purchase of the
AliExpress provides international consumers with                     is planning to add European countries (starting in         stores. Thanks to excellent R&D and design, the Anker brand           appliance division of GE, which enabled it to significantly
access to products in China; while Tmall Global enables              eastern Europe) to its main overseas markets in            sells well at a premium price (up to 30 percent of category in        expand its presence in the US. 2016 earnings were up 32.6
international businesses to reach Chinese consumers.                 India, Ukraine, Indonesia, Myanmar and Israel.             North American at about 30 percent above average-price).              percent on the previous year.
                                                                                                                                Earnings were up 75 percent year-on-year in 1H 2017.

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BRANDZTM TOP 50 CHINESE GLOBAL BRAND BUILDERS 2018                                                                                                                                                                  BrandZTM Top 50 Chinese Global Brand Builders 2018


09    Hisense                                                      10    Cheetah Mobile                                      13    Bank of China                                                     14    China Eastern Airlines

Company Hisense Company, Ltd.                                      Company Cheetah Mobile Company, Ltd.                      Company Bank of China Ltd.                                              Company China Eastern Airlines Corporation, Ltd.
Brand Power 530                                                    Brand Power 512                                           Brand Power 447                                                         Brand Power 428
Headquarters City Qingdao                                          Headquarters City Beijing                                 Headquarters City Beijing                                               Headquarters City Shanghai
Industry Home Appliances                                           Industry Mobile Gaming/Internet Services                  Industry Banks                                                          Industry Airlines
Year Formed 1969                                                   Year Formed 2010                                          Year Formed 1912                                                        Year Formed 1988

Hisense-branded mobile devices and home appliances,                Cheetah Mobile is best known as the developer of          Founded in 1912, Bank of China is one of the five                       China’s second largest airline travels to over a thousand
including TVs, are sold in more than 80 countries. Sales in        mobile device optimization and security software,         biggest state-owned commercial banks. As China’s                        cities in over 180 countries via the SkyTeam alliance.
Europe grew 36.8 percent (from Jan to Sep 2016); while             such as Clean Master, Battery Doctor, and CM Security.    most internationalised and diversified bank, it                         Income from international passenger services accounts
exports of TVs increased by 28.2 percent year-on-year in           By offering its software free of charge, the company      provides a comprehensive range of financial services                    for 30 percent of total revenue. Together with its
the period January to May 2017. The company is a global            has attracted over 623 million monthly active users       to customers across the Chinese mainland, as well                       subsidiary, Shanghai Airlines, it maintains a dominant
sponsor of the Russia 2018 FIFA World Cup and the Red              worldwide, as of December 2016. Advertising drives        as in 51 countries and regions. In the first half of 2017,              presence in Shanghai, a top international hub. It also
Bull Racing Formula One Team; and was also a global                revenue. In 2016, overseas income accounted for 60.2      the Bank’s overseas commercial banking operations                       operates international flights from Kunming and Xi’an. In
sponsor of the 2016 UEFA Euros.                                    percent of RMB 4.57 billion total revenue.                achieved a profit of US$4.56bn, accounting for                          the first half of 2017, China Eastern Airlines earned RMB
                                                                                                                             22.29 percent of the Group’s total profit before tax.                   48.02 billion, an increase of 3.64 percent year-on-year.

11    DJI                                                          12    OnePlus                                             15    ZTE                                                               16    IGG

Company DJI Technology Company, Ltd.                               Company OnePlus Technology Company, Ltd.                  Company ZTE Corporation                                                 Company IGG Inc.
Brand Power 506                                                    Brand Power 467                                           Brand Power 413                                                         Brand Power 398
Headquarters City Shenzhen                                         Headquarters City Shenzhen                                Headquarters City Shenzhen                                              Headquarters City Singapore
Industry Smart Devices                                             Industry Consumer Electronics                             Industry Consumer Electronics                                           Industry Mobile Gaming
Year Formed 2006                                                   Year Formed 2013                                          Year Formed 1985                                                        Year Formed 2005

DJI is the global leader in developing and manufacturing           OnePlus makes good quality smartphones at affordable      ZTE is a provider of information and communication systems              IGG (I Got Games) is a developer and publisher of mobile
advanced drone and camera technology. Its non-industrial           prices. The brand is present in more than 40 countries,   and equipment for business, government, and consumers,                  and online games that operates from Asia and the US. It
drones (mainly recreational) account for over 80 percent           having launched in China and overseas markets in 2014.    including cloud services and other aspects of mobile Internet           serves customers in around 200 countries. Annual revenue
of total sales. About 80 percent of these are sold outside         Overseas markets, including the US, Europe, and India,    technology. It operates in more than 160 countries. In the first        reached US$320m in 2016, an increase of 57.5 percent on
of China. DJI’s sales revenue exceeded RMB 10 billion              account for the most of the company’s sales. Primarily    half of 2017, earnings were RMB 54 billion, an increase of 13.1         the previous year. Mobile games accounted for 98.3 percent
in 2016, an increase of 65 percent on the previous year.           it employs online sales channels, although it has         percent year-on-year. Same-period net profit rose by 29.85              of total profits. Performance was driven by the online game
Its industrial drones are also used by search and rescue           experimented with pop-up stores and service centres in    percent to RMB 2.29 billion. ZTE performed particularly well            ‘Lords Mobile’, which was launched in March 2016 and
services, as well as wildlife-protection organizations.            India, one of its largest overseas markets.               in the US (where it ranks fourth in category). It is also doing         income increases from ‘Castle Clash’.
                                                                                                                             well in Europe, Japan and Australia.

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BRANDZTM TOP 50 CHINESE GLOBAL BRAND BUILDERS 2018                                                                                                                                                                      BrandZTM Top 50 Chinese Global Brand Builders 2018


17    FunPlus                                                        18    TCL                                                     21    Sinopec                                                        22    GearBest

Company FunPlus Technology Company, Ltd.                             Company TCL Corporation                                       Company China Petrochemical Corporation (Sinopec Group)              Company Shenzhen Globalegrow Electronic Commerce Company, Ltd.
Brand Power 388                                                      Brand Power 383                                               Brand Power 292                                                      Brand Power 289
Headquarters City Beijing                                            Headquarters City Huizhou                                     Headquarters City Beijing                                            Headquarters City Shenzhen
Industry Mobile Gaming                                               Industry Consumer Electronics/Home Appliances                 Industry Oil & Gas                                                   Industry E-commerce
Year Formed 2010                                                     Year Formed 1981                                              Year Formed 1998                                                     Year Formed 2007

FunPlus is a developer and publisher of mobile and online            TCL specializes in multimedia entertainment and smart         Sinopec is the largest oil refinery company and the second           GearBest is a B2C English language e-commerce website,
games. Family Farm for Facebook and Family Farm Seaside              TVs. The company also produces DVD players; as well as        largest chemical company in the world. It has more than              which promises high-quality Chinese-made products at
for iOS and Android are FunPlus’s two signature games. A             air conditioners, refrigerators and other large appliances.   18 thousand people working overseas. Sinopec is listed               prices that are lower than generally available outside of
new hit, the King of Avalon, was downloaded by more than             It markets mobile devices under the Alcatel brand, which      in Hong Kong and trades also in Shanghai and New York.               China. 50,000 items are offered across many categories,
30 million gamers in the seven months following launch               it acquired over 10 years ago. TCL operates sales offices     The company has expanded into overseas markets, where                including apparel, auto, consumer electronics, health and
– and became the top-selling game in over 20 countries,              in more than 80 countries, from where it markets to 160       its 382 service teams provide comprehensive support.                 beauty etc. In a 2017 interim report GearBest reported that
including the US and Russia. Videos for the game were                countries. In 2016, about half of TCL’s RMB 106.6 billion     Sinopec Group is the largest oil and petrochemical                   its revenue had increased by 110.2 percent.
viewed more than 400 million times on YouTube.                       revenue was from overseas operations.                         products supplier and the second largest oil and gas
                                                                                                                                   producer in China.

19    Mobi Magic                                                     20    GOMO                                                    23    Youzu                                                          24    Sheln

Company Mobi Magic (Beijing) Information Technology Co., Ltd.        Company GOMO Mobile Technology Co., Ltd                       Company Youzu Interactive Company, Ltd.                              Company SheIn Group Ltd.
Brand Power 362                                                      Brand Power 300                                               Brand Power 285                                                      Brand Power 282
Headquarters City Beijing                                            Headquarters City Guangzhou                                   Headquarters City Shanghai                                           Headquarters City Nanjing
Industry Internet Services                                           Industry Internet Services                                    Industry Mobile Gaming                                               Industry Online Fast Fashion
Year Formed 2013                                                     Year Formed 2003                                              Year Formed 2009                                                     Year Formed 2008

Founded in 2013, Mobi Magic is co-invested by Qihoo 360              GOMO’s core business includes Go Series apps for the          Youzu is a game development and distribution company.                SheIn is an international online fashion retailer, selling
Technology company and Beijing Kunlun Tech Co., Ltd.                 global market, and GOMO Reading and 3G Portal for             It operates eight overseas branch offices and is present in          on-trend clothing, shoes, jewelry and other accessories
It inherits the core technology for Internet security from           Chinese users. In the fourth quarter of 2016, GOMO            150 countries. In 2016, overseas income exceeded domestic            for young women and teenage girls. In 2016, SheIn raised
360 and is a global leading mobile Internet company. The             topped the ranking of utilities app developers on             income for the first time. In the first half of 2017, income         over RMB 300 million to enable it to purchase Romwe,
company’s core product is 360 Security, a mobile device              Google Play Store and became the world’s largest              totalled RMB 1.68 billion, an increase of about 65 percent on        another cross-border e-commerce company. SheIn has
optimization and security software. Over 300 million people          developer of mobile phone utilities applications. Today,      the previous year. Its ‘League of Angels’ game ranked high in        websites supporting the United States, Spain, France, Russia,
worldwide have used 360 Security, most of whom come                  GOMO products have covered over 200 countries and             gross sales in more than 80 countries. It has three long-term        Germany, Italy, Australia and Middle East markets; and ships
from the US, Europe, Japan, Korea, and Indonesia.                    regions in 48 language versions all over the world.           goals: high quality, globalisation and famous IP.                    to over 80 countries from its many warehouses around the

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Photograph by Paul Reiffer
BRANDZTM TOP 50 CHINESE GLOBAL BRAND BUILDERS 2018                                                                                                                                                                 BrandZTM Top 50 Chinese Global Brand Builders 2018


25    Tap4Fun                                                       26    OPPO                                                  29    China Southern Airlines                                       30    Long Tech Network

Company Tap4Fun Company, Ltd.                                       Company OPPO Mobile Telecommunications Company, Ltd.        Company China Southern Airlines Company, Ltd.                       Company Long Tech Network Ltd.
Brand Power 276                                                     Brand Power 258                                             Brand Power 239                                                     Brand Power 235
Headquarters City Chengdu                                           Headquarters City Dongguan                                  Headquarters City Guangzhou                                         Headquarters City Beijing
Industry Mobile Gaming                                              Industry Consumer Electronics                               Industry Airlines                                                   Industry Mobile Gaming
Year Formed 2008                                                    Year Formed 2004                                            Year Formed 1995                                                    Year Formed 2015

Founded as NibiruTech Ltd., the company’s 2011 name-                OPPO designs, manufactures, and markets                     China Southern Airlines flies to over 40 countries around           Long Tech Network is a developer and publisher of mobile
change to Tap4Fun coincided with a strategic shift to               smartphones and consumer electronics products, such         the world. With its partner airlines in the SkyTeam network,        and online games. In just six months, it received millions of
focus exclusively on developing mobile games aimed at               as Blu-Ray disc players. The company started as an          the airline serves over one thousand destinations in close          daily active users worldwide by launching strategy games
connecting players from around the world for competition            MP3 and MP4 manufacturer, and expanded to mobile            to 180 countries. In 2016, international passenger capacity         such as “Last Empire: War Z” and “Galaxy Wars: Empire.”
and collaboration. In the first half of 2016, overseas              devices four years later. The first overseas business       increased by 17.8 percent, compared with the previous               The company is continuing its journey to create more
income – mainly from North America, Europe, and Asia –              opened in late 2009, in Thailand. In 2016, overseas         year. The airline is focused on developing Guangzhou into           innovative games, and to boldly go where some others
accounted for just over 80 percent of all revenue.                  markets accounted for about 20 percent of sales. India      a ‘passengers and cargo’ international hub and gateway to           fear to tread.
                                                                    and Southeast Asia are OPPO’s strongholds.                  South Asia, Australia, and New Zealand.

27    PetroChina                                                    28    Vivo                                                  31    Tencent                                                       32    Great Wall

Company PetroChina Company, Ltd.                                    Company Vivo Mobile Communications Company, Ltd.            Company Tencent Holdings Ltd.                                       Company Great Wall Motor Company, Ltd.
Brand Power 247                                                     Brand Power 244                                             Brand Power 219                                                     Brand Power 212
Headquarters City Beijing                                           Headquarters City Dongguan                                  Headquarters City Shenzhen                                          Headquarters City Baoding
Industry Oil & Gas                                                  Industry Consumer Electronics                               Industry Mobile Gaming/Internet Services                            Industry Cars
Year Formed 1999                                                    Year Formed 2009                                            Year Formed 1998                                                    Year Formed 1984

PetroChina is the listed arm of state-owned China                   A maker and marketer of smartphones. The brand              Tencent is China’s largest Internet portal, and its most            Great Wall Motor markets under two brands, Haval and
National Petroleum Corporation. It is one of the largest oil        expanded overseas in 2014, and has become established       valuable brand, according to the BrandZ™ Top 100 Most               Great Wall, and manufactures three types of vehicles: SUVs,
companies in the world, and one of the biggest companies            in India and several South-East Asian countries. Vivo       Valuable Chinese Brands 2017. The company operates                  passenger cars, and pickup trucks. The company launched
in China in terms of sales revenue. As well as the import           shipments reached 24.7 million units in Q4 2016, which      an ecosystem of e-commerce and social media that                    its export business in 1998, and derives less than two percent
and export of oil and gas, PetroChina operates in more              was 5.8 percent of global market share (the world’s fifth   delivers news, video, music and games. The popular social           of operating revenue from overseas markets. Its largest
than 80 countries in fields such as oil refining, blending,         highest). This was more than double the number of units     networking app WeChat is part of the ecosystem. Tencent             export destinations include Latin America (particularly Chile),
storage, transportation, and wholesale and retail.                  shipped in the same period the previous year. In a high-    overseas expansion has concentrated on acquiring foreign            Iran, and Algeria. Overseas income decreased significantly
                                                                    profile move, Vivo has become an official sponsor of the    gaming companies or stakes in them (in, for example, San            in 2016, except in Australia where it increased by 2.9 times
                                                                    2018 and 2022 FIFA World Cups.                              Francisco, Japan, and Korea).                                       (compared with the previous year).

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BRANDZTM TOP 50 CHINESE GLOBAL BRAND BUILDERS 2018                                                                                                                                                                 BrandZTM Top 50 Chinese Global Brand Builders 2018


33    Ourpalm                                                    34    Zaful                                                    37    Baidu                                                         38    Chery

Company Ourpalm Company, Ltd.                                    Company ShenZhen Globalegrow E-Commerce Co. ,Ltd.              Company Baidu, Inc.                                                 Company Chery Automobile Co., Ltd.
Brand Power 207                                                  Brand Power 203                                                Brand Power 185                                                     Brand Power 175
Headquarters City Beijing                                        Headquarters City Shenzhen                                     Headquarters City Beijing                                           Headquarters City Wuhu
Industry Mobile Gaming                                           Industry Online Fast Fashion                                   Industry Internet Services                                          Industry Cars
Year Formed 2004                                                 Year Formed 2015                                               Year Formed 2000                                                    Year Formed 1997

Ourpalm is a leading PC, mobile, and VR gaming marketer.         Zaful is a global online shop offering a wide selection        Baidu is a Chinese website and search engine that enables           Chery is a state-owned automobile manufacturer. Over
Over time, it has changed the nature of its business             of affordable fast-fashion apparel and accessories for         individuals to obtain information and find what they need.          the past two decades, Chery has been focused on
through acquisition – moving from a telecommunications           women. On its website, it describes itself as, “Your           In addition to serving individual users, the company also           independent innovations, and has gradually established a
provider to a gaming brand. Ourpalm now owns “The                one-stop online shop for today’s most daring, exciting         provides a performance-oriented marketing platform                  complete system of technical and product R&D. Chery’s
King of Fighters 98: Ultimate Match OL,” which produces          and edgy fashion apparel…”. The company is owned by            for businesses to cost-effectively reach targeted Internet          products are exported to more than 80 countries around
around half of the brand’s total income from gaming.             Globalegrow, a cross-border e-commerce company                 users. The total revenues of Baidu in the Q2 of 2017 was            the world. The total volume sales in the first half of 2017
It is strategically focused on expanding globally and            that also operates and other sites.             RMB 20.87 billion, of which mobile revenue comprised 72             was over 315,000 units, with 11.2 percent of increase
developing virtual reality products. Its other popular                                                                          percent.                                                            compared with the same period the previous earlier.
games include “MU” and “World of Dragon Raja.”

35    Ecovacs                                                    36    LightInTheBox                                            39    UnionPay                                                      40    Ninebot

Company Ecovacs Robotics Co., Ltd.                               Company LightInTheBox Holding Company, Ltd.                    Company China UnionPay Co., Ltd.                                    Company Ninebot Inc.
Brand Power 196                                                  Brand Power 190                                                Brand Power 168                                                     Brand Power 158
Headquarters City Suzhou                                         Headquarters City Beijing                                      Headquarters City Shanghai                                          Headquarters City Beijing
Industry Smart Devices                                           Industry E-commerce                                            Industry Payment Networks                                           Industry Smart Devices
Year Formed 1998                                                 Year Formed 2007                                               Year Formed 2002                                                    Year Formed 2012

Ecovacs is a Chinese technology company best known               LightInTheBox is an e-commerce retailer of apparel and         China UnionPay is an association for China’s banking card           Ninebot designs, develops, manufactures, and markets
for developing in-home robotic appliances. Significant           small accessories, as well as home and garden products.        industry. It also provides bank card services and a major           short-distance transportation products, such as two-
investment in R&D has ensured that, since 2006, the              The company operates several websites in 27 languages.         card scheme in mainland China as well as worldwide. In              wheel, self-balancing vehicles. Well-established in Asia and
company developed more than 20 new robotic products              Europe and North America are its primary markets. After        partnership with more than 1,700 institutions around the            Europe, the company merged with the industry pioneer,
each year. In fewer than 20 years, it has grown from a           listing on the NYSE in 2013, suffered        world, UnionPay enables card acceptance in 162 countries            Segway, which is based in the US. The combined company is
start-up with only five employees, into a global robotics        losses year after year. In the Q3 2016 financial report, net   and regions with issuance in 42 countries and regions. It is        represented in over 80 countries, and manufactures in both
company with over 5,000 staff across the world.                  revenue, orders and user numbers had all declined.             the third-largest payment network by value of transactions          China and the US. In the first half of 2017, overseas revenue
Ecovacs’s robots are now working in more than 30                                                                                processed (only Visa and MasterCard process larger sums).           accounted for about 60 percent of the total, and sales were
countries, including Japan, Germany and the US.                                                                                                                                                     40 percent higher compared with the same period the
                                                                                                                                                                                                    previous earlier.

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BRANDZTM TOP 50 CHINESE GLOBAL BRAND BUILDERS 2018                                                                                                                                                                     BrandZTM Top 50 Chinese Global Brand Builders 2018


41    ICBC Industrial and Commercial Bank of China                42     Hainan Airlines                                        45    BYD                                                               46    Gree

Company Industrial and Commercial Bank of China Limited           Company Hainan Airlines Co., Ltd.                             Company BYD Co., Ltd.                                                   Company Gree Electric Appliances Inc.
Brand Power 146                                                   Brand Power 144                                               Brand Power 138                                                         Brand Power 132
Headquarters City Beijing                                         Headquarters City Haikou                                      Headquarters City Shenzhen                                              Headquarters City Zhuhai
Industry Banks                                                    Industry Airlines                                             Industry Cars                                                           Industry Home Appliances
Year Formed 1984                                                  Year Formed 1993                                              Year Formed 1995                                                        Year Formed 1991

ICBC is a Chinese multinational banking company and               The largest civilian-run air transport company, and           BYD Company is a Chinese provider of rechargeable                       Gree manufactures and markets a wide range of products,
one of the largest listed banks in the world. It provides         the fourth-largest airline in terms of fleet size in China.   batteries, computer components, assembly services, and                  including residential air conditioners, air source water-
comprehensive financial products and services to over             Hainan Airlines operates almost 500 domestic and              automobile business. BYD Auto was founded in 2003 as                    heaters, smartphones, home appliances, and refrigerators.
five million corporate customers and 530 million personal         international flight routes to close to 100 destinations      a wholly owned subsidiary of BYD Company. It primarily                  Gree is the world’s largest residential air-conditioner
customers. At the end of 2016, the Bank’s total assets at         across China, Asia, Europe, the Americas, Oceania and         engages in the manufacture and distribution of passenger                manufacturer, and has been so for 11 consecutive years
overseas institutions were US$306bn, accounting for 8.8           Africa. As well as a 23-year excellent safety record,         cars, buses, forklifts, rechargeable batteries and trucks. The          (since 2005). The company’s products have 300 million
percent of the Group’s total assets.                              the airline has won five consecutive global SKYTRAX           majority of BYD’s sales are domestic, with some of its models           users in more than 160 countries.
                                                                  five-star airline ratings, which recognise its high-quality   exported to other developing countries including Bahrain,
                                                                  service standards and continuous years of service             Dominican Republic, Ukraine and Moldova. The company
                                                                  innovation.                                                   has also made steady steps to enter the American, European,
                                                                                                                                Iranian, and Israeli markets.

43    Geely                                                       44     JD                                                     47    Spring Airlines                                                   48    Banggood

Company Zhejiang Geely Holding Group Co., Ltd                     Company, Inc.                                          Company Spring Airlines Co., Ltd.                                       Company Banggood Network Co., Ltd.
Brand Power 143                                                   Brand Power 139                                               Brand Power 130                                                         Brand Power 116
Headquarters City Hangzhou                                        Headquarters City Beijing                                     Headquarters City Shanghai                                              Headquarters City Guangzhou
Industry Cars                                                     Industry E-commerce                                           Industry Airlines                                                       Industry E-commerce
Year Formed 1986                                                  Year Formed 1998                                              Year Formed 2005                                                        Year Formed 2006

Geely is an automobile manufacturer focusing on the               One of the two largest B2C online retailers in China by       Spring Airlines is China’s first and North Asia’s largest low-          Banggood is an e-commerce company that specialises in the
development, manufacturing and sales of passenger                 transaction volume and revenue. is a member of the     fare airline. It offers domestic China flights to major business        B2C trade through its self-operated cross-border platforms.
vehicles. The Company sells most of its products in the           Fortune Global 500 and a major competitor to the Alibaba-     and travel destinations as well as international flights to the         Its online shopping mall helps domestic manufacturers
China market, but also exports to 23 overseas countries in        run Tmall. In September 2017, it had 266.3 million monthly    most popular destinations in Japan. There are also a growing            expand to overseas markets. It has attracted numerous
the Middle East, Asia, Europe and Africa. Geely acquired          active users. The company’s international online shopping     number of scheduled flights to South-East Asian countries               registered users from more than 100 countries, including
the Swedish passenger car maker Volvo Cars in 2010,               website,, offers a wide selection of authentic,    including Thailand, Singapore, and Cambodia. The company                the US, UK, France, Germany, Spain, Australia and Russia.
and has owned the company that makes the iconic black             high-quality Chinese products at competitive prices.          operates over 130 routes across China and beyond. In 2016, it           Banggood offers more than one hundred thousand products
London Taxi since 2012 (that company is now called LEVC,                                                                        reported a net profit of RMB 950 million (US$143m).                     across 20 categories; attracting a daily page-view of over one
the London Electric Vehicle Company).                                                                                                                                                                   million.

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BRANDZTM TOP 50 CHINESE GLOBAL BRAND BUILDERS 2018                                                BrandZTM Top 50 Chinese Global Brand Builders 2018


49    Aukey

Company Shenzhen Aukey E-Business Co., Ltd.
Brand Power 115
Headquarters City Shenzhen
Industry Consumer Electronics
Year Formed 2005

Aukey is a Chinese manufacturer of consumer electronics
and mobile tech accessories. With a focus on cross-border
e-commerce, the company not only sells its products on
international online retail sites such as Amazon and eBay,
but also runs its own online shops in different languages.
Aukey is now a top-ranked global Amazon seller and has
distribution partners in more than 20 countries. In the first
half of 2017, the company reported an income of RMB 1.5
billion and an 89 percent growth in net profit, compared
with the same period the previous year.

50    Midea

Company Midea Holding Co. Ltd.
Brand Power 113
Headquarters City Foshan
Industry Home Appliances
Year Formed 1968

Midea is one of the world’s leading technology groups in
consumer appliances; HVAC (Heating, Ventilation and Air
Conditioning) systems; robotics and industrial automation
systems; and the ‘smart supply-chain’. Founded in 1968,
Midea has established a global platform of more than 200
subsidiaries, over 60 overseas branches and 12 strategic
business units. In the first half of 2017, sales revenue was
RMB 124.96 billion, half of which was forecast to derive
from overseas markets.

                                                                Photograph by Paul Reiffer                                   KUALA LUMPUR
                             40                                                              41
BRAND POWER                                                                                                            BrandZTM Top 50 Chinese Global Brand Builders 2018

                   China’s brand leaders have a higher calling – they are playing
                   their part in the rejuvenation of the Chinese nation and the
                   realization of The Chinese Dream. The strength of China’s
                   brands in terms of their Brand Power can be considered a
                   proxy for the successful development of Brand China itself.

          on a
                              In the last five years, China’s
                              Global Brand Builders have made
                              tremendous strides. The chairmen
                              and CEOs leading China’s Global

                              Brand Builders are on a mission that
                              transcends commercial ambition.

                   Narrowing the gap
                   with Overseas Brands                         Search Volume Gap - Overseas vs. Chinese Brands
                   The Google/WPP China’s Global Brand
                   Builders Brand Power analysis is now            Overseas
                   in its second year. So, to gauge the
                   length of brand builders’ giant strides,
                   we need to look at a data set that goes
                   back further than this.

                   In five years, the gap between
                   Overseas and China’s brands’ search-
                   volume has narrowed by 29 percent.              Chinese
                                                                                             2013               2014        2015         2016          2017

                                                                Top 50 Chinese Brands vs. 561 Overseas Brands
                                                                                                                                                        Source: Google Search Index

              44                                                                            45
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