Today’s Chinese enterprises are no longer a “little frog in a big pond”; they no longer simply go after the domestic market. Rather, with the country’s growing power and influence in the world, Chinese brands are expanding to international markets rapidly and becoming increasingly recognized throughout the world. At the same time, the perception of “Made in China” associated with Chinese goods is gradually shifting from negative to positive.
Millward Brown, a British brand equity research company, published a report on Wednesday highlighting the 30 most successful Chinese brands in foreign markets. The report ranks companies based on international consumers’ awareness of the brands, quantified by the Brand Power Index, which uses a BrandZ™ indicator that measures consumer preference for a particular brand. Based on the survey of 270,000 million consumers in seven countries (USA, UK, Germany, France, Italy, Spain and Japan), the sample size totals 560 of both Chinese and non-Chinese companies representing 9 product categories (consumer and home electronics, airlines, e-commerce, mobile games, internet service, smart device, automobile, online fast-fashion).
Below is the list of the top 10 Chinese brands highlighted in the report:
- Lenovo (联想) / Brand Index: 1682
Lenovo designs, develops, manufactures and sells personal computers, tablet computers, smartphones, workstations, servers. Since 2013, Lenovo has been the world’s largest personal computer vendor by unit sales. It operates in more than 60 countries and sells its products in 160 countries.
- HwaWei (华为) / Brand Index: 1256
Huawei Technologies is a Chinese multinational networking and telecommunications equipment and services company headquartered in Shenzhen, GuangDong. It is the largest telecommunications equipment manufacturer in the world, overtaking Ericsson in 2012. 60% of the company’s sales is from overseas.
- Alibaba (阿里巴巴) / Brand Index: 1047
Alibaba is China’s largest e-commerce company that provides B2B, B2C and C2C sales services. The company is rapidly expanding to international markets. Jack Ma, the founder and CEO of Alibaba, recently met Donald Trump to discuss the topic of job creation in the U.S. The company stated that “Alibaba will create 1 million U.S. jobs by enabling 1 million American small businesses and farmers to sell American goods to China and Asian consumers on the Alibaba platform.”
- Elex Technology (智明星通) / Brand Index: 923
ELEX is a leading game provider, covering the field of social games, browser games and wireless games. As the number one social game developer in Asia, the social games of ELEX such as “Happy Harvest”, “Clash of Kings” and “City Life” have significant presence on global platforms such as Facebook and Google.
- Xiaomi(小米) / Brand Index: 716
Known as one of China’s fastest growing technology startups, Xiaomi dominates the smartphone market share in mainland China, and is continually expanding into new areas of consumer technology, including a smart home (IoT) device ecosystem. It is world’s fourth most valuable technology start-up after receiving US$1.1 billion funding from investors, with a valuation of US$46 billion.
- Air China (中国国际航空公司) / Brand Index: 709
Air China is the largest airline in China, generating 30% of its sales outside of the country. Air China’s ambitious expansion in North America continues with the launch of its weekly nonstop service between San José and Shanghai on September 1, 2016.
- Haier (海尔 ) / Brand Index: 572
Haier is China’s oldest home appliances company. The company sells consumer electronics to over 100 countries. In January 2016, Haier acquired General Electric‘s appliance division for $5.4 billion, intending to penetrate the U.S market.
- Anker / Brand Index: 501
Anker is a multinational team of technical minds that builds electronic accessory products such as portable batteries and chargers, cases and protectors, exporting goods to over 30 countries worldwide. In Korea, the company is known as a battery provider.
- CheetahMobile (猎豹移动) / Brand Index: 498
The company is best known as the developer of the Battery Doctor, Clean Master, CM Applock, CM Browser, CM Security and other mobile utility applications. It has more than 634 million monthly active users.
- Hisense (海信) / Brand Index: 482
Along with Haier, Hisense is one of the oldest electronics manufacturer in China, exporting goods to over 130 countries, generating 30% of its sales overseas.
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