US Insights

Record 17 Brands Join Ranks of China's Top 100 Most Valuable

Martin Guo

Editor-in-Chief, Kantar China Insights

Brands 05.09.2019 / 09:30

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Newcomers add fuller view of fast-changing market.

A record 17 brands entered the BrandZ™ China Top 100 for the first time. The newcomer brands come from 11 diverse categories, including four categories new to the ranking: consumer finance, entertainment, lifestyle platform, and transport.

Seven of the newcomer brands rank in the top half of the BrandZ™ China Top 100; three are in the Top 20. These high valuations for newcomers resulted because revised eligibility criteria enabled several unicorn brands to join the ranking.

The newcomer brands, and the added categories, form a more complete picture of brand development and consumer behaviour in China today, especially among young people. And they reflect how the rapid development of technology, particularly smartphones and artificial intelligence, has shaped a distinctive Chinese style of daily living that values extreme convenience.

The newcomer brands also illustrate the high priority the Chinese government assigns to technology leadership, and the growing influence of Chinese technology outside of China. Three of the technology newcomers—Xiaomi (小米), DJI (大疆创新), and UBTECH (优必选) —also rank in the Top 10 in Overseas Presence. Newcomer Meizu (魅族), a smartphone maker, recently introduced a model that it makes and sells in Indonesia.

Technology and lifestyle platform categories dominate the list of newcomers, with four and three brands, respectively. The real estate category accounts for two newcomers. And one newcomer brand appears from each of these categories: transport, consumer finance, entertainment, retail, cars, airlines, education, and home appliances.

Convenience and young people

The convenience phenomenon, and the seamless integration of online and offline purchasing and delivery, is well illustrated by the Top 5 Newcomers. Xiaomi, one of the world’s largest smartphone makers, is investing heavily in artificial intelligence to secure a leadership position in the Internet of Things. And Xiaomi is marketing its own range of smart devices.

Newcomer Didi Chuxing (滴滴出行) made life more convenient for Chinese consumers with its ride hailing app. It dominates that sector in China, having facilitated Uber’s departure from the Chinese market.

The lifestyle platform Meituan (美团), part of Meituan Dianping, began as a group buying site and today is China’s largest booking site for services, such as reserving a restaurant or renting a bike.

Meanwhile, its sister lifestyle brand, Dianping (大众点评), (newcomer No. 6) also offers a variety of services, having started as a peer review site, similar to Yelp. Backed by Tencent, Meituan Dianping competes with newcomer Ele.me (饿了么), a food delivery app owned by Alibaba.

Developed by Ping An, the insurance and financial services giant, the No. 5 newcomer, Lufax (陆金所), is an online wealth management tool accessible to a broad audience of potential new customers, particularly young people. Also popular with young people, is the entertainment brand Bilibili (哔哩哔哩), which offers online entertainment, including videos and games, and makes the content easy to share. Meizu (魅族) designs and prices its phones specifically to appeal to young people. UXIN (优信) adheres to the mission of “Connecting you and your dream car” and creates the “national purchase” model to pioneer in the cross-region transactions of second-hand cars. Transparency, efficiency and safety are becoming the brand keywords of UXIN.

Robotics and tradition

Several brands that specialize in robotics illustrate China’s growing leadership in artificial intelligence and technology, and its international influence. The world’s largest manufacturer of consumer drones, DJI is refining its technology to accelerate expansion into commercial applications.

With new funding, from Tencent and others, UBTECH is advancing its development of humanoid robots. A global leader in robotic vacuum cleaners, ECOVACS (科沃斯) is expanding in to other robotic home-related devices.

Using internet technology, VIPKiD is adding a new dimension to English language education in China. It recently raised record funding from Tencent and other investors to expand its online platform that connects over 500,000 students in China with over 60,000 teachers in North America.

Shenzhen Airlines (深圳航空) inaugurated its first route from Shenzhen, in southern China, to London. HAVAL (哈弗) is an SUV brand of Great Wall and replaces Great Wall in the ranking. Great Wall is the name of both the parent company and a particular car brand that is lower in value than HAVAL. During a challenging period for the real estate category, the real estate developer Shimao (世茂房地产) diversified into related businesses, including hotels.

Table Of New 17 Brand Z China 2019

Source: Kantar

Editor's Notes

* Background and methodology

Commissioned by WPP, the valuation behind the BrandZ™ Top 100 Most Valuable Chinese Brands was conducted by brand equity research experts Kantar. The methodology mirrors that used to calculate the annual BrandZTM Top 100 Most Valuable Global Brands ranking, which is now in its 13th year.

The ranking combines rigorously analysed market data from Bloomberg with extensive consumer insights from over 3.7 million consumers around the world, covering more than 166,000 different brands in over 50 markets – including opinions from nearly 290,000 Chinese consumers on over 1,100 brands in 75 categories.

The ability of any brand to power business growth relies on how it is perceived by customers. As the only brand valuation ranking grounded in consumer opinion, BrandZTM’s analysis enables Chinese brands to identify their brand’s strength in the market and provides clear strategic guidance on how to boost value for the long-term. The eligibility criteria are:

•     the brand was originally created in China

•     the brand is owned by a publicly traded enterprise, or its financials are published in the public domain

•     Bank brands derive at least 20 percent of earnings from retail banking

•     Chinese unicorn brands have their most recent valuation publicly available. (In prior years, only publicly-traded or audited companies were eligible).

* The suite of BrandZ brand valuation rankings and reports includes Australia, China, France, Germany, India, Indonesia, Italy, Latin America (Argentina, Brazil, Chile, Colombia, Mexico, Peru), The Netherlands, South Africa, Spain, UK, US.

* For media enquiries please contact:

Sharron Zhou, Brand Marketing and Communications Director, Kantar China, Sharron.zhou@kantar.com

* To reach the author, or to know more information, data and analysis of national and city brand consultancy in China and other parts of the world, please contact us.

* Please subscribe to our newsletter to receive news alerts.

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