This graph shows the leading Chinese global e-commerce brand builders between 2019 and 2021. According to BrandZ ranking as of 2021, Alibaba Group Holdings Ltd. received 2,064 brand power scores during the survey period and toped the Chinese global e-commerce brand builder list.
Leading Chinese global e-commerce brand builders from 2019 to 2021 (in BrandZ brand power scores)*
*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 150 Chinese brands.
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Kantar, & China Internet Watch. (June 23, 2021). Leading Chinese global e-commerce brand builders from 2019 to 2021 (in BrandZ brand power scores)* [Graph]. In Statista. Retrieved July 03, 2022, from https://www.statista.com/statistics/1005833/top-chinese-global-ecommerce-brand-builders/
Kantar, und China Internet Watch. "Leading Chinese global e-commerce brand builders from 2019 to 2021 (in BrandZ brand power scores)*." Chart. June 23, 2021. Statista. Accessed July 03, 2022. https://www.statista.com/statistics/1005833/top-chinese-global-ecommerce-brand-builders/
Kantar, China Internet Watch. (2021). Leading Chinese global e-commerce brand builders from 2019 to 2021 (in BrandZ brand power scores)*. Statista. Statista Inc.. Accessed: July 03, 2022. https://www.statista.com/statistics/1005833/top-chinese-global-ecommerce-brand-builders/
Kantar, and China Internet Watch. "Leading Chinese Global E-commerce Brand Builders from 2019 to 2021 (in Brandz Brand Power Scores)*." Statista, Statista Inc., 23 Jun 2021, https://www.statista.com/statistics/1005833/top-chinese-global-ecommerce-brand-builders/
Kantar & China Internet Watch, Leading Chinese global e-commerce brand builders from 2019 to 2021 (in BrandZ brand power scores)* Statista, https://www.statista.com/statistics/1005833/top-chinese-global-ecommerce-brand-builders/ (last visited July 03, 2022)
