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This is the fourth publication of the BrandZ Top 100 Most Valuable Chinese Brands report and ranking, which has become the definitive annual study of brand valuation and development in China. This year we have provided a more extensive view of the market, and doubled the number of brands analyzed from 50 to 100. The 2014 ranking includes eight new categories, bringing the total covered to 21, and our greatly expanded report examines brand building in a rebalancing China. Our initial analysis revealed a peek into the future of brands in China. We discovered that brands in the expanded portion of the ranking are predominately market-driven, rather than state owned. These market-driven brands are also high in brand contribution, the BrandZ™ measure of brand strength. Our findings show that Chinese entrepreneurs have been developing market-driven companies and valuable brands across many product and service categories for some time. And, as rebalancing unleashes competition, these brands now will grow more rapidly in value. This inevitable brand evolution raises many questions. What’s the effect on Chinese brands compared with foreign brands in China? How does the shift influence competition between market-driven brands and SOEs (State Owned Enterprises)? How does it impact the momentum of Chinese brands going global? Read the report to gain invaluable insight about Chinese brands and creating meaningfully different brands in a rebalancing China.
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TOP 100 Most Valuable Chinese Brands 2014
******** **************** ********
Highest Lowest
Download the full report at
www.brandz.com/china
CATEGORIES
TOP 50 VALUE INCREASED
TOTAL VALUE OF TOP 100 CHINESE BRANDS
13%
$379,787M
AIRLINES$7,701M
Major carriers addoverseas routes, but bullet trains slow domestic
business
ALCOHOL$20,589M
The party is over, for now
APPAREL$3,869M
Slowing growth,rising costsimpact sales
FINANCIAL INSTITUTIONS
$114,223MReforms pressure
profi ts, inspire product innovation
FOOD&DAIRY$12,754M
Acquisitions help assure safety
burnish brands
HEALTH CARE$5,441M
Suppliers investin R&D, distribution
and brand marketing
REAL ESTATEDevelopers expandin lower tier citiesand internationally
CATERINGSales grow
but the pacebegins to slacken
TECHNOLOGY$59,931M
Mobile heatscategory growthand competition
HOME APPLIANCES
$5,441MBrands seekrecognition
at home, abroad
PERSONAL CAREGlobal brands
dominate growing market
EDUCATIONCultural values,
desire to succeeddrive education
FURNITUREUrbanization,
desire to upgrade,drive strong sales
HOTELSNew locations
open at allprice points
INSURANCE$31,513MInsurers
add productsand services
TELECOM PROVIDERS
$73,970MOperators
build brandsand networks
OIL&GAS$26,566M
Exploration ensuressupply, but pollution
damages brand image
CONSUMER ELECTRONICS
$1,586MBrands reposition to meet challenges of dynamic category
JEWELRY RETAILERSSpecial products
and services drive sales
TRAVEL AGENCY$969M
Agencies benefi tfrom ongoingtourism boom
CARSYouth market
drives double-digitgrowth and SUV sales
71%
+27%
+9%
+9%
+67%+62%
+36% +11% +8%
+98%
+21%
+7%
+28%+17%
-6%
-35%
TOP 5 TRUSTED CHINESE BRANDS IN CHINA TOP100
Market-driven brands are enjoying fast growth, most of these brands are operated under modern management systems, which is a good signal of successful enterprises transformation
8
11 CATEGORIES2 CATEGORIESNEW CATEGORIES
BRAND GLOBALIZATION
By Countries
Com
pute
r and
IT Te
chno
logy
Hom
e Ap
plia
nce
Gam
ing
Cons
oles
Reta
il Ap
pare
l
Drin
ks
Spiri
tsB
eer
Fina
ncia
lIn
sura
nce
By Categories
BRAND CONTRIBUTION
Awareness of Chinese brands in overseas market is still low (20%)
PURCHASE CONSIDERATION
Market-driven brands are stronger than SOE brands
-2% -12% -12%+68% +6% +12% 0% +12% +5%
+21%
$61,399M$39,658M $33,879M $25,510M $19,986M $19,318M $13,636M $13,433M $13,133M $12,702M
FASTER GROWTH OF THE MARKET DRIVE BRANDS VS. STATE OWNED ENTERPRISES
29%
MARKET-DRIVEN BRANDS
VALUE TOP 100
GROWTH AMONG TOP 50
SOE
TOP RISERS86% 86%
72%
(% GROWTH)
68%60% 50%
47% 42% 40%30%
$780M $411M $888M $363M $937M $1,003M $1,262M $9,589M
#1 #2
#4#3
#5
CHINA61%
DEVELOPING COUNTRIES
41%DEVELOPED COUNTRIES
29%
32%35%38%38%42%
63%65%68%69%77%
TOP 10 BRANDS
The brands ranked in the BrandZ™ Top 100 Most Valuable Chinese Brands 2014 report meet these four eligibility criteria:
- The brand was originally created by a Mainland China enterprise.
- The brand is owned by a publicly traded enterprise.
- The brand reported positive earnings for the period covered by the ranking.
- The fi nancial institutions category includes only banks that derive at least 20% of their earnings from retail banking.
% of consumers consider to purchase Chinese brands
% of overseas consumers consider to purchase
Chinese brands
Data source: BrandZ / Millward Brown Optimor
Data source: Millward Brown 2013 Going Global Study
NEW CATEGORIES
Increasing of consumer
purchase powerLooking
for leisureSense of personal
CHANGES IN CHINA
TOP 100: 1 3 4 6 8 9 11 12 13 14 15 16 17 18 19 20 21 22 4 25 26 28 29
30 31
32 33
To
ng
rentan
g 34 35
36 38
41 42
43 44
46 Wuliangye 47
48 49
5
81 8 77 76 75 73 72 71 Suofeiya 70 69 68 67 66 65 64 63 62 61 60 59 58 Lao Feng Xiang 57 56 55 54 5
82
84
Hant
ing
85
7
88
89
Hua
tian
Hot
el
90
91
92
93
Yong
he K
ing
98
M
acro
99
100
Yili Vanke Poly Real Estate
Yili
Tonrentang
Yili
TOP 100: 1 3 4 6 8 9 11 12 13 14 15 16 17 18 19 20 21 22 4 25 26 2829
3031
3233
To
ng
rentan
g34
3536
3841
4243
4446
Wuliangye
4748
495
81 8 77 76 75 73 72 71 Suofeiya 70 69 68 67 66 65 64 63 62 61 60 59 58 Lao Feng Xiang 57 56 55 54 5
8284
Han
ting
857
8889
Hua
tian
Hot
el90
9192
93Y
ongh
e K
ing
98M
acro
9910
0Yili Vanke Poly Real Estate