According to the annual ranking released by Kantar BrandZ in July 2022, TikTok's parent ByteDance was rated as the most successful CHinese global brand building with 2,484 points of brand power scores. Alibaba, the Chinese e-commerce giant, slipped to the second with 2,258 points.
Leading Chinese global brand builders as of 2022 (in BrandZ brand power scores)*
*To create the top Chinese global brand builders ranking list, 4-step methodology was made:
1. Eleven country markets with substantial future export potential were selected, and 18 product categories in which Chinese brands are active overseas were identified.
2. Initial 383 Chinese brands were selected and then filtered to include only those with relatively high awareness and consideration scores. This exercise yielded 50 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 metrics 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 50 Chinese brands.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Statista Accounts:
Access All Statistics. Starting from $468 / Year
Learn more about how Statista can support your business.
Kantar Millward Brown, & BrandZ. (July 27, 2022). Leading Chinese global brand builders as of 2022 (in BrandZ brand power scores)* [Graph]. In Statista. Retrieved August 08, 2022, from https://www.statista.com/statistics/1005705/top-chinese-global-brand-builders/
Kantar Millward Brown, und BrandZ. "Leading Chinese global brand builders as of 2022 (in BrandZ brand power scores)*." Chart. July 27, 2022. Statista. Accessed August 08, 2022. https://www.statista.com/statistics/1005705/top-chinese-global-brand-builders/
Kantar Millward Brown, BrandZ. (2022). Leading Chinese global brand builders as of 2022 (in BrandZ brand power scores)*. Statista. Statista Inc.. Accessed: August 08, 2022. https://www.statista.com/statistics/1005705/top-chinese-global-brand-builders/
Kantar Millward Brown, and BrandZ. "Leading Chinese Global Brand Builders as of 2022 (in Brandz Brand Power Scores)*." Statista, Statista Inc., 27 Jul 2022, https://www.statista.com/statistics/1005705/top-chinese-global-brand-builders/
Kantar Millward Brown & BrandZ, Leading Chinese global brand builders as of 2022 (in BrandZ brand power scores)* Statista, https://www.statista.com/statistics/1005705/top-chinese-global-brand-builders/ (last visited August 08, 2022)