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Ranking of Chinese global e-commerce brands according to BrandZ 2019
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Ranking of Chinese global e-commerce brands according to BrandZ 2019
Leading Chinese global e-commerce brand builders as of 2019 (in BrandZ brand power scores)*
by Statista Research Department,
last edited
Sep 23, 2019
This graph shows the leading Chinese global e-commerce brand builders as of 2019. According to BrandZ ranking, Alibaba Group Holdings Ltd. received 1,624 brand power scores during the survey period and toped the Chinese global e-commerce brand builder list.
Leading Chinese global e-commerce brand builders as of 2019 (in BrandZ brand power scores)*
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by Statista Research Department,
last edited
Sep 23, 2019
This graph shows the leading Chinese global e-commerce brand builders as of 2019. According to BrandZ ranking, Alibaba Group Holdings Ltd. received 1,624 brand power scores during the survey period and toped the Chinese global e-commerce brand builder list.
- Show sources information
- Show publisher information
- Release date
- March 2019
- Region
- China
- Survey time period
- 2019
- Supplementary notes
-
*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 12 product categories in which Chinese brands are active overseas were identified.
2. Initial 203 Chinese brands were selected and then filtered to include only those with relatively high awareness and consideration scores. This exercise yielded 120 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 120 Chinese brands.
The source does not provide the exact date of survey.
Source
- Show sources information
- Show publisher information
- Release date
- March 2019
More information
- Region
- China
- Survey time period
- 2019
- Supplementary notes
-
*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 12 product categories in which Chinese brands are active overseas were identified.
2. Initial 203 Chinese brands were selected and then filtered to include only those with relatively high awareness and consideration scores. This exercise yielded 120 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 120 Chinese brands.
The source does not provide the exact date of survey.
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