| Characteristic | Share of brands |
|---|---|
| Consumer electronics | 33% |
| Mobile gaming | 15% |
| Home appliances | 10% |
| E-commerce | 9% |
| Content apps | 9% |
| Cars | 6% |
| Airlines | 4% |
| Online fast fashion | 4% |
| Alcoholic drinks | 3% |
| Smart devices | 3% |
| Banks and payment networks | 2% |
| Transport | 1% |
| Online travel agencies | 1% |
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June 2021
China
2021
*To create the top Chinese global brand builders ranking list, 4-step methodology was created:
1. Seven country markets with substantial future export potential were selected, and 14 product categories in which Chinese brands are active overseas were identified.
2. Initial 231 Chinese brands were selected and then filtered to include only those with relatively high awareness and consideration scores. This exercise yielded 150 Chinese brands. The Chinese brands met two eligibility criteria: each brand was originally created by a mainland China enterprise and each brand derives a portion of revenue from overseas business.
3. Three ingredients of Brand Power were calculated: Meaningful (meeting functional and emotional needs in relevant ways); Different (being distinctive or trend setting); and Salient (coming easily to mind in a buying situation). Brand Power is a BrandZ metric of brand equity, the predisposition of consumers to choose a particular brand.
4. The levels of awareness and consideration were leveraged to adjust for the impact that variations of category size and market competition have on the Brand
Power scores of the 130 Chinese brands.
The source does not provide the exact date of survey.
