China's economy is now at a tipping point- consumers have an increasing number of brands to choose from and therefore are becoming more sophisticated in their choices. Chinese companies understand that good brand building is a powerful way to develop and maintain a competitive edge in a market evolving as quickly as China's.

The Giants State-owned enterprises (SOEs) dominate, benefiting from strong government support, relatively few competitors, and a growing commitment to brand building. Some SOEs, such as China Mobile, have taken advantage of favorable market conditions to adopt sophisticated brand strategies and marketsegmentation approaches. These steps should position these brands well as they are expected to face increased competition in the future.

The Innovators Innovator brands have developed great products and great product experiences. Brands such as Alibaba (number one) Tencent (number two), Huawei (number six) and Baidu (number 8) thrived in recent years due to technological innovation and enhanced customer engagement.

The Image Builders Brands in the packaged-goods, beverages, and retail categories operate in extremely crowded spaces, where brand building can play a critical role in differentiation. In this group, trust and product performance are key factors in successful branding. Wine and beer brands Maotai (rank 5) and online shopping website, JD (rank 10) recorded strong brand contribution.

Top 10 Most Valuable Chinese Brands

Questions

1. According to BrandZ’s 100 Most Valuable Global Brands Report, 17 Chinese brands appeared on this list in 2020, as compared with only one brand in 2006. TikTok, a social media brand that gained over one billion users in 4 years, was among the newly ranked Chinse brands. What other Chinese brands will appear on this list in the next 5 years?

2. Will the expanding presence of Chinese brands reflect the transformation of China from a center for low-cost production to a nation capable of product innovation and marketing originality?

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Rank 2019 Brand 1 2 3 4 China Mobile 5 Moutai 6 Huawei 7 Ping An 8 Baidu 9 China Construction Bank 10 JD Alibaba Tencent ICBC Category Retail Technology Banks Telecom Providers Alcohol Technology Insurance Technology Banks Retail Brand Value 2019 (US$M) 140,953 138,158 40,725 39,103 36,555 33,167 26,967 26,710 22,841 21,183 % Change vs 2018 59 4 9 -21 58 38 21 7 14 45