Chinese Global
2023
Brand Builders
中国全球化品牌
IN ASSOCIATION WITHContent
01 04
Consumer Insights: Methodology
Power the Confidence Shift to capture
new global audience
02 05
Brand Profiles
Kantar BrandZ Chinese Global
Brand Builders Top 50 & Insights
03 06
Kantar BrandZ Chinese Global Teams & Acknowledgements
Brands Rising Stars & Brand Cases 01
Consumer
InsightsPower the Confidence Shift to
capture new global audienceConsumers feel insecure pervasively worldwide
but they are resilient and taking more responsibilities.
Global ranking of Self-reliance:
Rely on myself and my own resources - extremely / very important
01 01
2020 Honesty 2022 Honesty
02 02
Health Health
03 03
Family Family
66%
04 04
Authenticity Authenticity
05 05
Fairness Fairness
06 06
Knowledge Self-reliance
3
07 07
Balance Balance
08 08
Privacy
Privacy
The world I live in feels like
an increasingly hostile and 09 09
Self-reliance Knowledge
uncertain place
10 10
Learning Learning
Data source: Kantar 2023 Global OutlookGlobal consumers are rethinking their shopping choices
and expanding their consideration set.
73% 55% 34%
Purchased a different Considering Constantly keep an eye
brand from usual more brands out for new brands
Data source: Google x BrandZ 2023 Survey in 11 markets; Total n=11959, Jan. 2023
Question: Which of the following actions have you taken while shopping for products of [CATEGORY]?
Which of the following actions are you currently taking while shopping for products of [CATEGORY]?Imagine an average
New consideration set
consumer...
Original
consideration set
As a result,
Chinese
brand A
Chinese brands have
more opportunities to
Chinese
brand B
get into consumers’
Brands in the
consumer’s
consideration set.
consideration35% 45% 20%
Many Chinese global brand builders now find themselves having
a promising addressable consumer base.
Global Consumers’ General Attitude to
Among 234 surveyed Chinese brands
Surveyed Chinese Brands
45%
>90%
35%
brands have
20%
at least 70%
of their consumers might
consider the brand.
1st choice / Might Would not
Seriously consider consider
consider
Data source: Google x BrandZ 2023 Survey in 11 markets; Total n=11959, Jan. 2023
Question: How likely are you to consider choosing each of the following brands the next time you [BUY/USE] [CATEGORY]?
Base: For each brand, ask all respondents who are aware of the brandThe cost leadership that
Chinese brands normally own
Price of the new brands
may help attract new consumers.
that have been tried
Tried cheaper
35%
brands
Tried different
brands with
26%
similar price
Tried more
expensive
25%
brands
Data source: Google x BrandZ 2023 Survey in 11 markets; Total n=11959, Jan. 2023
Question: Which of the following actions have you taken while shopping for products of [CATEGORY]?… especially in retail and
online service categories.
Tried cheaper brands Tried more expensive brands
Price of the new brands
that have been tried
50%
45%
43%
41%
39%
38%
40%
36% 36%
30%
26%
24%
23%
23%
20%
18% 18%
20%
10%
0%
Online Online Home & Ecommerce Electronics Utility Apps Beauty & Smart Home Content & Mobile Art & Toys Alcoholic Consumer Cars
Fashion Convenience Garden Accessories & Personal Devices Appliances Entertainment Gaming Drinks Electronics
Service Supplies Care Apps
Data source: Google x BrandZ 2023 Survey in 11 markets; Total n=11959, Jan. 2023
Question: Which of the following actions have you taken while shopping for products of [CATEGORY]?But actually consumers are torn between guarding their wealth
and optimizing their life amidst global uncertainty.
3
Thoughtful response to financial uncertainty Consumer’s key focus of life
of people’s big life plans have
1
Happy Family
37%
#1
69%
been impacted by inflation and
other issues of concerns
Physical and
33%
#2
of global consumers did not plan
Mental Health
2
75%
to increase their overall spending
Finance Security /
#3
27%
Growth
Data source:
1. Kantar: Global Issue Barometer 2022; 2. Euromonitor: Top 10 Global Consumer Trends 2023; 3. Google x BrandZ 2023 Survey in 11 markets; Total n=11959, Jan. 2023
Question: What are the most important pursuits that you are focusing on in your life at this moment? Please select a maximum of 3 items.Brands shouldn’t be afraid to go premium as there are consumers
willing to spend more, especially among high income groups for
tech categories.
All consumers High income group
% Tried more expensive brands
40%
38% 38%
35%
34% 34%
33%
32%
31%
30%
29% 29%
30%
27%
20%
10%
0%
Smart Cars Art & ToyH s ome Appliances Alcoholic Consumer Electronics Beauty & Online Home & Ecommerce Utility Apps Online Mobile Content &
Devices Drinks Electronics Accessories Personal Fashion Garden Convenience Gaming Entertainment
& Supplies Care Service Apps
Data source: Google x BrandZ 2023 Survey in 11 markets; Total n=11959, Jan. 2023
Question: Which of the following actions have you taken while shopping for products of [CATEGORY]?There are other factors than price influencing shopping choices.
While discounting is a powerful tool in influencing consumer decisions about both products and retailers,
it’s not everything.
In fact, we found that
Well-known behavioral science principles and related
tactics — such as displaying high-star ratings or
promising free delivery and returns — could surpass the
effectiveness of a discount.
Specifically, using the two most influential behavioral
science principles within a given product category
Social proof Power of free
was more effective than a 10% discount in influencing
choice across categories among US consumers.
Data source: Google/ The Behavioural Architects, June 2022, US, n=1000 prospective online purchasers per category, ages 18-75. Focusing on price only
73%
will make a brand less
are motivated by
competitive to win
over new consumers.
factors other than price
What motivates you to try a new brand?
Only 27%
try a new brand because it is
Data source: Google x BrandZ 2023 Survey in 11 markets;
the best deal that they can find
Total n=11959, Jan. 2023
Question: What motivates you to [buy/use] a different brand from normal?Consumers are open to brands that provide functionality and
support their life aspirations.
Top motivations to try a new brand
Functionality Value Life aspirations
#1 #2 #3 #4 #5
29% 27% 25% 24% 22%
I''m confident about I think it is the best I feel curious about The I feel excited about
what product / deal that I can find the product / product/service using the product /
service quality service improves my service
I can get quality of life
Data source: Google x BrandZ 2023 Survey in 11 markets; Total n=11959, Jan. 2023
Question: What motivates you to [buy/use] a different brand from normal?Brands have a new mission to
shift from a value brand
to a valued brand
to capture market opportunities
and win over new consumers.Functionality and life aspiration work together to build a valued
brand that consumers feel confident to make a purchase with.
Confidence in
the brand
Confidence in Confidence in
functionality life aspirationHelping consumers be confident to make a decision is the most
important factor to drive brand consideration across categories.
Top drivers to consideration
Confidence in the brand Spark inspirations
#1 #6
Self-acceptance Enjoyment
#2 #7
High quality Distinct design
#3 #8
Good variety Innovation
#4 #9
Comfort & convenience Social connection
#5 #10
Support my values
#11
Data source: Google x BrandZ 2023 Survey in 11 markets; Total n=11959, Jan. 2023
Question: Which of these brands…? While all kinds of value attributes convey functionality and life
aspiration, and thereby feed into the confidence of the brand.
Confidence in
the brand
Confidence in Confidence in
functionality life aspiration
High quality Self-acceptance
Good variety Spark inspirations
Comfort & convenience Enjoyment
Distinct design Social connection
Innovation Support my valuesHowever, it''s not enough to
make the value proposition,
you need to convince them
that you are telling the truth.
“(When a brand tells me that,) then I need
more information to be able to trust it.”
Gen X, APAC consumer
Data source: Google commissioned Kantar/Quantum Report: "Emotional Value of Search 2021”
Base: Those who have purchased from the vertical in the past 18 months across INSEAUnfortunately, brands must
work hard as many consumers
assume that the information
that they see may be
misleading or deliberately
deceptive.
76%
are concerned that information is
misleading or deliberately deceptive
Data source: Google commissioned Kantar/Quantum Report: "EVOS 2.0: Trust in Times of Uncertainty 2022".
Base: Those who have purchased or intend to purchase from the vertical within 12 months IN, ID, VN, TH, AU, (Quant =6002)Consumers enter the messy
UNCERTAINTY
middle inherently with doubt
and skepticism.
doubts
“When deciding on a product, I want to feel a sense
of relief, no regret. I will constantly think about it. In
trust
my mind I’m feeling unsure, should I buy? Should I not
skepticism
buy? Should I buy?”
disillusionment
Gen Z, APAC consumer
“If you’re not doubtful, you’re being too vulnerable.”
CERTAINTY
Gen Z, APAC consumer
Data source: Google commissioned Kantar/Quantum Report: "EVOS 2.0: Trust in Times of Uncertainty 2022".
Base: Those who have purchased or intend to purchase from the vertical within 12 months IN, ID, VN, TH, AU, (Quant =6002)It is even harder to
make decisions when
consumers today
are considering
more brands.
“Digital platforms give us so many choices at a click
of a button- but too many choices is also confusing. I
47%
struggle to figure out which one to go through, what
to look for… It’s very overwhelming.”
Find it harder
to make a purchase decision
Gen Y, APAC consumer
Data source: Google commissioned Kantar/Quantum Report: "Emotional Value of Search 2021”
Base: Those who have purchased from the vertical in the past 18 months across INSEA (quant = 5006)For consumers, the gap between
what they THINK they know and
what they
WANT to know
what they WANT to know to make
The
good decisions is what we call
Confidence
“The Confidence Gap.”
Gap
what they THINK
they know
When they’re in this Confidence Gap,
they want answers to get from the
point where they’re wondering to
that of knowing. Consumers proactively seek information to
learn about brands, crosscheck, and make own
decisions.
Top information channels
36% 35% 27%
2.4 types
of information
Family / Consumer
Advertising
channels
friends reviews
on average
27% 18%
that contributes to
consumers’
perception of brands
Official Physical
website stores
Data source: Google x BrandZ 2023 Survey in 11 markets; Total n=11959, Jan. 2023
Question: What contributes to your perception of brands?Consumers want to trust,
feeling like they have done
due diligence to make the
right decision.
All brands are back on the table
4 in 5 want to feel that they have
done their due diligence / enough
research to make the right decision
Data source: Google commissioned Kantar/Quantum Report: "EVOS 2.0: Trust in Times of Uncertainty 2022".
Base: Those who have purchased or intend to purchase from the vertical within 12 months IN, ID, VN, TH, AU, (Quant =6002)Consumers are choosing to
stay in the Confidence Gap
longer because they can’t
afford to make the wrong
decision.
3 in 5 can''t afford to make the
wrong decision with this purchase
Data source: Google commissioned Kantar/Quantum Report: "EVOS 2.0: Trust in Times of Uncertainty 2022".
Base: Those who have purchased or intend to purchase from the vertical within 12 months IN, ID, VN, TH, AU, (Quant =6002)Staying in the Confidence Gap too long does have a cost,
especially for businesses competing for consumers who are
considering more brands.
Staying too long in the gap can lead to
consumers abandoning the decision
altogether
In the famous ''jam booth experiment'' conducted by the American
Psychological Association, psychologists observed
that only 3% of consumers purchased when faced with a choice of
24 jams, vs 30% purchasing when faced with a choice of only 6 jams.
Source: Iyengar, S. S., & Lepper, M. R. (2000). When choice is demotivating: Can one desire too much of a good thing?. Journal of personality and social psychology, 79(6), 995.Trust cues help consumers get confident that things will work out
with a brand.
Confidence in
the brand
Confidence in Confidence in
functionality life aspiration
Trust cues Trust cuesOur research found that consumers
look for 6 conscious cues to increase
their confidence in a purchase decision.
% who agree they are concerned about…
INDUSTRY AUTHORITY SOCIAL BRAND SOCIAL EFFORT
RESPECT RESPONSIBILITY POWER PROOF
award winning recommendatio information on social information on credible reviews latest releases
brands ns by industry practices and values the reputation about the brand of brands
experts of the brand of the brand / product
80% 78% 76% 75% 75% 71%
Note: Combined Trustworthiness Score = Strength of Total Association with Trustworthiness x Speed of Association with Trustworthiness (Total Yes x Fast Yes)
Data source: Google commissioned Kantar/Quantum Report: "EVOS 2.0: Trust in Times of Uncertainty 2022" AU, IN, ID, TH, VN (qual, n=27, quant = 6002)Signal trust with the 6 cues at the right point in purchase journey.
What age learn
to ride bike?
When to take off training wheels
Best training wheel bike 5 year old
What is a balance bike?
Common problems learning
to ride bike kids
This is where
the journey
Trust is built along the journey
starts
How to learn to How to put on
training wheels?
ride bike kids?
Is it a fracture?
How to teach
riding a bike kids?
How to encourage
kid learn bikeThe Platform itself is
The 7th Confidence Cue.
Trust transference
refers to trust that individuals transfer
7
to one thing based on their trust for
something else. It has been shown
that appearing on trusted platforms
transfers trust.
Source: Wu & Neill, 2021, Sun, 2010, Hong & Cho, 2011Trusted platforms give brands an
advantage in the Confidence Shift.
#1 82%
Google Search provides the of YouTube viewers agree that
strongest trust signals across YouTube creators inspire
1
platforms that were tested confidence, shortening the
consideration phase and
2
expediting purchase
Data source:
1. Google commissioned Kantar/Quantum Report: "EVOS 2.0: Trust in Times of Uncertainty 2022".
Base: Those who have purchased or intend to purchase from the vertical within 12 months IN, ID, VN, TH, AU, (Quant =6002)
2. Google/Talk Shoppe, Shopping at the Speed of Culture study, 2022, APAC, A18-64 GenPop video users, Survey in field December 21, 2021 to February 17, 2022. (Quant = 18,000)Helping in the Confidence Shift leads to profitability for your
business as consumers will choose you, stay loyal, and spend more.
They will They will spend They will choose
choose you. more with you. you again.
Globally, 57% of consumers are On average, consumers spend 25% Consumers who are confident with their product
2
willing to try a new product or service more money on trusted brands. choice before purchasing are nearly 20% more likely
1
if they trust the brand. to repurchase that product, and this is consistent
3
across a range of APAC markets.
Data source:
1. Edelman, "Trust, The New Brand Equity", 2022, n=14,000 consumers across 14 countries;
2. Twilo/ Deloitte, "Losing the Trust Gap", US, 2021, n=1000 consumers aged 18+);
3. Google/ Ipsos, Decoding Repurchase, AU, IN, ID, JP, KR, VN, 2023, n=1500 per market, Buyers of Home appliances, Personal care, Health and wellbeing products.02
Kantar BrandZ Chinese
Global Brand Builders
Top 50 & Insights What determine brand equity of
China global brand builders?
Generally, brands with higher
consideration also rank higher
on Demand Power.
Demand
38%
Power
31%
A measure of consumer
demand for the brand
based on brand perception.
Average consideration Average consideration
of Top 20 of Top 21-50
Data source: Google x BrandZ 2023 Survey in 11 markets; Total n=11959, Jan. 2023
Question ：How likely are you to consider choosing each of the following brands the next time you buy [CATEGORY] ？
Base ：All awared respondents of each brand Demand Power is determined
by how brand is
Meaningful
M
Meaningful,
The extent to which brands build a clear and
Different,and Salient.
consistent emotional connection and are seen
to deliver against consumer needs.
Salient
Different
D
The extent to which brands are seen to offer
something that others don’t and lead the way.
Salient
Different
S
The mental availability of the brand: how
Meaningful
quickly and easily it comes to mind when
making a purchase or usage decision.Chinese brands become more active in impacting global
consumers’ brand decisions in the past year while Meaningful
Difference remains a dominant role in building Power.
MDS Contribution to Power
16%
+7%
23%
31%
30%
Salient
53% 47%
53%
Different
Meaningful
2022 2023
Data source: Google x BrandZ 2023 Survey in 11 markets; Total n=11959, Jan. 20232023
Chinese Global
Brand Builders
Top 50Kantar BrandZ 2023 Chinese Global Brand Builders Top 50
Demand Demand
Rank Brand Category Rank Brand Category
Power Power
Content & Entertainment Apps Smart Devices
1 ByteDance 2487 26 影石 Insta360 213
Consumer Electronics Cars
2 Xiaomi 1192 27 Lynk & Co 212
Consumer Electronics Mobile Gaming
3 Lenovo 1062 28 Magic Tavern 210
Online fashion Mobile Gaming
4 SHEIN 983 29 Lilith 205
E-commerce Home Appliances
5 AliExpress 925 30 Midea 202
6 HUAWEI Consumer Electronics 828 31 Roborock Smart Devices 189
Consumer Electronics Cars
7 OPPO 581 32 Geely 187
Home Appliances Mobile Gaming
8 Haier 581 33 Century Games 186
Home Appliances Mobile Gaming
9 Hisense 579 34 FunPlus 177
Consumer Electronics Mobile Gaming
10 vivo 485 35 IM30 176
11 TCL Home Appliances 418 36 JAC Cars 171
Mobile Gaming Online Convenience Service
12 Tencent 388 37 DiDi 159
Electronic Accessories & Supplies Mobile Gaming
13 Anker 369 38 Habby 157
Cars Alcoholic Drinks
14 Chery 362 39 Tsingtao Beer 147
15 OnePlus Consumer Electronics 344 40 ECOVACS Smart Devices 143
Smart Devices Mobile Gaming
16 DJI 299 41 37Games 142
Content & Entertainment Apps Home & Garden
17 Kuaishou 298 42 FlexiSpot 138
Mobile Gaming Online Convenience Service
18 miHoYo 280 43 Trip.com 130
19 TP-Link Electronic Accessories & Supplies 280 44 Kunlun Content & Entertainment Apps 127
20 GWM Cars 244 45 Infinix Consumer Electronics 117
Consumer Electronics E-commerce
21 realme 240 46 LightInTheBox 110
Cars Home & Garden
22 BYD 236 47 Costway 110
23 MAXUS Cars 218 48 EcoFlow Electronic Accessories & Supplies 108
24 WORX Home & Garden 217 49 MangaToon Content & Entertainment Apps 105
25 Consumer Electronics 215 50 Home & Garden 103
HONOR Homary
The Brand Power evaluation of Haier is based on the data of Haier’s single brand, and does not include the data of other sub brands of Haier Group.Consumer electronics remains the category that contributes the
most to Top 50 collective Power, occupying 5 spots in top 10.
Top 50
Category
Rank Brand
Power Share by Category
1
Content & Entertainment Apps
Consumer Electronics
2
Consumer Electronics
3 28%
Online Fashion
4
E-commerce
5
17%
Consumer Electronics
6
10%
Consumer Electronics
7 10%
9%
6% 5%
Home Appliances
8
5%
4%
3%
2%
Home Appliances 1%
9
10 Consumer Electronics Content & Mobile Home Online Smart Electronic Home & Online Alcoholic
Consumer Cars E-commerce
Entertainment Gaming Appliances Fashion Devices Accessories Garden Convenience Drinks
Electronics
Apps & Supplies Service
Data source: Google x BrandZ 2023 Survey in 11 markets; Total n=11959, Jan. 2023Brand Spotlight
Xiaomi succeeded by providing and updating its wide product
lines through innovative technologies
Xiaomi is strongly associated with “wide selection” by global consumers.
EASY TO USE
HELP ME ENJOY MORE FUN IN LIFE
HELP ME STAY CLOSE TO FAMILY AND FRIENDS
OFFER A WIDE SELECTION
WOULD BE PROUD TO OWN AND USE
SUPPORT ME TO LIVE AN EASY LIFE
Xiaomi has set up a unique ecological chain which can provide consumers a wide
variety of innovative tech products from mobile, home appliance, wearable to
RELIABLE PERFORMANCE
personal care products etc. together with Xiaomi partners.
HELP ME TO MAKE A CONFIDENT PURCHASE DECISION
WITH LEADING TECHNOLOGY
Xiaomi also established the world’s leading consumer AIoT platform with over 500
million smart devices connected to the platform in 2022, excluding smartphones,
tablets and laptops. Consumers can easily use mobile to control several smart devices
at home to enjoy a better life.
Data source: Google x BrandZ 2023 Survey in 11 markets; Total n=11959, Jan. 2023
Question: Which of these brands…? Please select all the brands you think this applies to.
Base ：All awared respondents of each brand 10 newcomers bring diversity to the
Top 50 league, covering 7 different
categories and highlighting
manufacturing verticals.
Category Brand
Rank
Cars
23
Category Distribution of Newcomers
Smart Devices
26
10%
Content & Entertainment Apps
Cars
27
20%
Smart Devices
31
Smart Devices
10%
Online Convenience Service
Mobile Gaming
38
Online Convenience Service
43
10%
Consumer Electronics
45
Mobile Gaming 20%
Cars
Home & Garden
47
10%
Content & Entertainment Apps
49
Consumer Electronics
20%
Home & Garden
50
Home & Garden
Data source: Google x BrandZ 2023 Survey in 11 markets; Total n=11959, Jan. 2023Brand Spotlight
These brands are dedicated to revolution in product quality and
intelligent manufacturing.
With its advanced panoramic image technology and
AI smart editing, Insta360 helps users explore and
share exciting new perspectives with the world.
Roborock constantly improves product
performance, with a spirit of innovation, to free
consumers'' hands and help them enjoy life better.
Homary provides furniture with premium quality
and strong sense of design, which enables
consumers enjoy better life quality. As a result, newcomers demonstrate a strong
performance on being more worthy than it
costs and thus gain growth momentum.
Newcomers are rated higher on
perceived worth
Catering to financially
1
% Worth more than it costs
stressed consumers
20%
17%
82%
Global consumers feel
2
inflation is going up
Newcomers Remaining Top 50
brands
Data source ：1. Google x BrandZ 2023 Survey in 11 markets; Total n=11959, Jan. 2023
Question: Is this brand worth more or less than it costs?
Base ：All awared respondents of each brand
2. Kantar 2023 Global OutlookBrand Spotlight
Lynk & Co gains value from attractive design and
inspiring new experience
Lynk & Co left strong perception on “attractive in design” and “inspiring new experiences”.
DELIVER A FUN DRIVING EXPERIENCE
WITH LEADING TECHNOLOGY
HAVE ATTRACTIVE DESIGN
INSPIRE ME TO EXPLORE NEW EXPERIENCES
HELP ME TO MAKE A CONFIDENT PURCHASE DECISION
Lynk & Co upholds the idea of being "more than a car" in shaping the brand. In Europe,
FAST FORWARD TO AN ELECTRIFIED FUTURE
Lynk & Co has pioneered a predominantly subscription-based business model, providing
users with a more diversified car ownership experience, and it has already gained over
ALLOW A COMFORTABLE DRIVE
200,000 subscription members. In APAC, Lynk & Co has implemented social and sharing
OFFER COMPREHENSIVE SAFETY
features in its business model. Together with its Co: Club, brings consumers an inspiring,
new life experience.
HAVE GOOD RESALE VALUE
Lynk & Co focuses on providing quality experiences to attract consumers who value
experiential aspects. For instance, the 01 model features a clean, minimalistic design that
offers a sense of modern, future, and modest luxury.
Data source: Google x BrandZ 2023 Survey in 11 markets; Total n=11959, Jan. 2023
Question: Which of these brands…? Please select all the brands you think this applies to.
Base ：All awared respondents of each brand For brands who have entered the top
league to gain sustainable growth,
brand love plays a role.
There were 11 brands who rose more than 5 spots in 2023
and 7 of those had also experienced noticeable growth in
2022, being the newcomers or top risers last year.
28%
25%
% Love the brand
Risers of more than 5 spots
Other Top 50 brands
Data source ： Google x BrandZ 2023 Survey in 11 markets; Total n=11959, Jan. 2023
Question: How do you feel about each of these brands? （% refers the top 2 Box in 7 scales ）
Base ：All awared respondents of each brandRank Change
Rank Category Brand
(2023 vs. 2022)
Consumer Electronics
21
+29
Content & Entertainment Apps
17
+26
Home & Garden
24
+21
Cars
14
+18
Mobile Gaming
28
+13
Cars
20
+11
Top risers achieve brand love and growth by
leveraging their innovative genes to
speak to consumers’ life aspirations
Data source: Google x BrandZ 2023 Survey in 11 markets; Total n=11959, Jan. 2023Brand Spotlight
realme is loved by bonding consumers with family and
friends in an easy way
In consumers’ mind, realme strands for “help me stay close to family and friends” and “easy to use,” which meet consumer both functional and
emotional needs.
HELP ME IMPROVE PRODUCTIVITY IN WORK AND LIFE
HAVE RELIABLE PERFORMANCE
SUPPORT ME TO LIVE AN EASY LIVE
HELP ME ENJOY MORE FUN
EASY TO USE
HELP STAY CLOSE TO FAMILY AND FRIENDS
‘Family and friends bonding’ is an important theme realme implemented in its
OFFER A WIDE SELECTION
innovation. Dual Mode Music Share on realme UI allows users to connect Bluetooth
earphones and wired earphones simultaneously so that users can listen to music with
HAVE A DISTINCTIVE LOOK AND FEEL
its family and friends at the same time from the same phone.
SUPPORT COMMUNITIES
At same time, the campaigns have been consistent for years to resonate with
consumer on celebrating connections and togetherness with family and friends, like
Diwali campaign in India.
Data source: Google x BrandZ 2023 Survey in 11 markets; Total n=11959, Jan. 2023
Question: Which of these brands…? Please select all the brands you think this applies to.
Base ：All awared respondents of each brand Brand Spotlight
Brand love can also be
a result of wonderful
快手 (Kuaishou)
experience powered by
innovative products:
For example,
seeing the shining self or
WORX is continuously innovative on
Leveraging AI-driven algorithm, Kuaishou
doing an enjoyable DIY.
easy-to-use power tools and outdoor
gives people equal opportunities to share
power equipment to get the job done
their minds and stories.
quicker and better.
“I spent my whole life working to be For instance, the new Switchdriver 2.0
recognized; I joined Kwai and now enhances user experience with an
people recognize me,” a dancing talent intelligent LED display and a more
on Kwai said in her interview. efficient brushless motor.Key Learnings from Top 50:
Power Consumer Confidence Shift
Delivering “perceived worth” will empower Chinese global brands grow
From Production
faster. Brands can be worth more by serving consumers’ needs with
to Creation
1
high quality and tech-enabled product innovations.
Fulfilling consumer life aspirations will win consumers’ heart and
From Value
make consumer fall in love with the brand, which grows brands in
to Valued
2
a sustainable way.
Consistently investing on brand communication is getting more
From Selling
important for Chinese global brands as they try to deliver more
to Telling
3
comprehensive messages to impact consumers choices. 03
Kantar BrandZ Chinese
Global Brands Rising Stars
& Brand Cases Rising Stars - Selection Criteria
Top rising stars determined mainly by consumer survey result and supported with expert evaluation.
Challenger Brands that Proactive
Brands consumers feel brand-building
confident about
Achieving growing business Meeting functional and emotional needs Using different media channels
Bringing changes to an industry Empowering consumer life globally Planning marketing initiatives wisely
Consumers are trying and considering No matter it is to perform high Media environment changes rapidly.
more brands. Rising Stars work to value-for-money, or fulfill consumer life Rising Stars help consumers to navigate
capture the opportunities to be strong aspiration, Rising Stars make consumers and make sense of the information that
challengers in global markets. feel confident to make a decision. they can trust.2023
Chinese Global
Brand Builders
Rising StarsKantar BrandZ 2023 Chinese Global Brand Builders
Rising Stars
Category Brand Category Brand
Online Fashion Art & Toys
POP MART
BloomChic
Smart Devices
Mobile Gaming
BLUETTI RiverGame
Art & Toys E-commerce
TEMU
Donner
Beauty & Personal Care Smart Devices
Flower Knows Tineco
Online Fashion Home Appliances
Ulike
LILYSILK
Online Fashion Cars
Wuling
Luvme Hair
Online Fashion Smart Devices
XREAL
NEIWAI 内外
Smart Devices
PETKIT
Note: This is not a ranking. Brands appear in alphabetical order.From Production to Creation
“Successful brands consider
consumers'' pain points,
use their tech and innovative
capabilities to empower their
products, expand boundaries, and
fulfill consumers'' visions.”
Shanshan Sheng
Head of Tech, Automobile & Mobility,
Large Customer Sales, China, GoogleTo gain consumer trust and enable consumers to make confident purchase
decisions, Rising Stars meet consumer needs with deep insights and solve
their pain points with innovative functions.
Innovation Out of Music Dream Medical Beauty Super Casual
Experience Come True in Your Pocket Strategy Game
Wuling has paid close attention to the actual Donner noticed the high bar to learn a musical Ulike engages in the industry of home hair Top War changed the traditional SLG gameplay,
mobility experience since the inception of its instrument. It takes time to get started; and removal products and is committed to product with micro-innovations, making the game easier
new energy cars. beginners often have trouble finding instruments development and innovation. and more fun.
that can help them to learn fast with reasonable
For example, in Indonesia, charging stations were price and good quality on the tone. The Sapphire Ice-Cooling hair removal device Top War features the merge to upgrade
extremely limited back then, which greatly from Ulike solves the pain point of traditional gameplay, which breaks with the traditional
affected the willingness to purchase electric In order to reduce the threshold, Donner has physical hair removal — ”not thorough, short game experience of "building blocks, waiting
vehicles. Wuling therefore offered to install home developed chips for general use of keyboard piano lasting”. By enabling the advanced cosmetic and collecting resources". In Top War, players
charging equipment for local users for free. The and drums, and worked hard on multi effector for medical technology on home devices, it can easily get started and experience the joy of
ability to charge at home eliminates user anxiety electrical drums and pianos. Donner also created allows users to enjoy salon-grade hair removal growth without waiting for a long time, which
about charging, enabling Indonesian users to use fine instruments with new materials including at home. gives gamers a stronger sense of purpose and
the Air ev with confidence and charge it easily. carbon fiber, transparent materials, glass fiber and achievement, leading the trend of casual SLG.
This has won the favor of users, making the Air ev ABS enhanced materials, which makes it easier to
the model with the largest market share in the use and maintain the instruments for beginners.
current market segment (according to GAIKINDO
statistics, the market share has reached 78%).Some Rising Stars quickly build their fanbase overseas by leveraging
successful experience gathered in China and exporting the innovative and
diverse lifestyles of Chinese younger generation to the world.
The Technology That Cares Light Up Passion and Bring Joy
With a decade of dedication to the field of pet smart supplies, PETKIT has emerged as the top brand in the
POP MART is a leading culture and entertainment company in China. Over the past five years, it has set foot in
domestic market for pet smart products. It has accumulated valuable industry experience and offers a diverse
25 countries and regions, bringing joy and happiness to consumers through trends- & culture-based products
range of products. With a strong in-house research and development team and supply chain capabilities,
and services.
PETKIT has established unique advantages and core competencies in the international markets.
POP MART offers consumers not only the product itself, but also a new way of life. Designer toys have
Currently, PETKIT’s products cover various aspects of pet life, catering to the needs of the new generation of
become one of the hottest topics among young people and a new social currency.
pet households. Its smart products are continuously upgraded to better serve pet owners. For instance, PETKIT
has developed the TaOS health management system specifically for pets. When used in conjunction with the
To enable consumers in more markets to experience the unique fashion culture of POP MART, while expanding
PETKIT smart pet supplies, it allows pet owners to monitor their pets’ daily food intake, water consumption,
and deepening its business territory, POP MART is constantly innovating and trying new business models. It
bathroom habits, and more with PETKIT APP, enabling better care for their pets’ health.
absorbs the differences in language, culture, and religion to create many regional-customized products and
co-branding characters. This allows POP MART to get close with local consumers and enhance its global
PETKIT also places great importance on user interaction by establishing communities and actively engaging
influence.
with users to co-create content. This not only expands the brand’s reach and boosts its advocacy but also
strengthens user loyalty through community interactions.From Value to Valued
“By evoking the positive
emotion out of consumers,
brands help consumers achieve
what they desire and build deep
consumer trust. ”
Rosy Li
Head of Client Service,
Kantar InsightsENJOYMENT
Enjoy Royal Pampering
As an entry luxury women''s clothing brand that
specializes in differentiated silk products. This allows it
to avoid the red ocean market that is dominated by
fast fashion giants. LILYSILK also conforms to the
market trend of consumers increasingly pursuing
high-quality and high-end lifestyles. It provides global
consumers with a pleasant experience and life.
LILYSILK targets women who are well-educated and
have high taste and who are always looking for ways to
improve their quality of life. LILYSILK''s design style is
classic and elegant, which makes its products
timeless and suitable for a variety of occasions. The
brand also insists on high-end quality. Its products
are made of 100% natural high-quality materials
(6A-grade natural mulberry silk) and are certified to
ensure that they are clean and non-toxic. This allows
users to enjoy their products without worry.
With its unparalleled skin touch and experience,
LILYSILK allows users to enjoy royal-level luxury. It is
like being pampered like a princess, which satisfies
consumers'' pursuit of high-end quality of life.SPARK INSPIRATION
Making AR Accessible to Anyone, Anywhere Spark Inspiration for Smart Living
Tineco centers on the subtle needs of users and has a deep understanding of
their desire for a better life. It constantly brings users the "little joys" in life and
inspires them to explore smart life.
To serve the well-being of its users, Tineco constantly improves product details
and uses its intelligent DNA to help its users solve practical problems and
experience new lifestyle. For example, Tineco has equipped its floor washer
with innovative iLoop Smart Sensor technology, which allows the products
detect amount of dirt on floors and automatically adjust suction and water flow
for a complete clean and leave floors dry quickly. Also, in its latest update, with
Founded in 2017, XREAL (formerly Nreal) has grown to be the global leader
high-temperature steam washing technology, Tineco’s floor washer can easily
in the design and manufacture of consumer AR glasses. XREAL has
overcome stubborn dirt without adding detergent and provides a safe cleaning
pioneered several core innovations that are transforming the AR industry,
solution for families with pets and children.
including its proprietary optic technologies, and its uniquely
consumer-friendly product designs. XREAL innovated augmented reality
experiences with its "XREAL Light" and "XREAL Air" AR products,
accompanied by XREAL''s self-developed 3D interactive system "Nebula".
Since the commercial launch last year, XREAL has sold more than 150,000
products globally. Compatible with MacBook, PC, iPad, Smartphones, and
the biggest gaming consoles, XREAL extended the user scenarios from
massive screen entertainment and gaming to multi-screen workstation.
XREAL product brings new dimensions to all your favorite devices.Self-acceptance
Shopping Like A Billionaire
TEMU is a global e-commerce platform launched in 2022. It is committed to sharing a wide
selection of cost-effective products and the fun of e-commerce with global consumers.
According to Sensor Tower, TEMU has been the most downloaded marketplace app in the
North American market in both Q4’2022 and Q1’2023.
In particular, TEMU''s world''s first TVC advertisement was launched in the US Superbowl in
February 2023, which effectively improved the awareness and favorability of TEMU among
American consumers.
With the theme of "Shopping like a billionaire", the TVC accurately
expresses the ultimate shopping experience that TEMU brings to
consumers, allowing users to enjoy a moment of ease and
freedom in shopping and enriching consumers'' lives.
As a young brand, TEMU''s TVC aired on 2023 Super Bowl night five
times. Through the brand strategy of combining media and in-app
campaigns while focusing on the combination of exposure and
conversions, TEMU expanded the brand influence and deepened
consumer impression. The audience has widely discussed TEMU on
social platforms and actively participated in TEMU in-app activities.Increasing diversification of SHEconomy
brings out Self-acceptance as a very important emotional value.
BloomChic is committed to providing comfortable, stylish, and
well-fitting clothing options and global services to women of sizes 10-30
around the world.
Art of Curves
With its direct-to-consumers (DTC) website and a clothing R&D
team that focuses on plus-size designs, BloomChic hopes that
women of all body types can easily find clothing that flatters
their figure, helps them feel confident and beautiful, and makes
them feel valued and cared for.
For example, BloomChic recognizes that women of larger sizes
have different body shapes and curves than women of smaller
sizes, and so they design their clothing with this in mind,
creating pieces that are both flattering and inclusive.
BloomChic promotes a relaxed, comfortable, and confident
lifestyle. They respect and celebrate the diversity of women
around the world, encourage them to embrace their own
unique beauty, and face the world with self-love,
self-acceptance, and confidence.Made To Live In
Founded in 2012, NEIWAI’s mission is to make solution wear for modern women.
NEIWAI started with comfort but did not stop there. Uniting heritage and quality, it embraces a
distinctly modern and global aesthetic. NEIWAI creates meaningful designs for people from all
backgrounds and across all categories, from underwear, loungewear, athleisure, and beyond.
NEIWAI is creating a more sustainable consumer environment by focusing on quality over quantity
and working with top fabric providers such as PrimaLoft?, VITA, and Carbon Zero by TENCEL? to
produce clothes in an organic and sustainable manner.
NEIWAI believes in the power of clothing and style to spark creativity and self-expression, bridging
the connection between your true, inner self and the way you present yourself to the world.
It makes clothes for you – and they’re not just made to be worn, they’re Made To Live In.
NEIWAI is a sustainable underwear brand that is inspired by the ancient oriental philosophy of
benefiting all people. Its products are made from high-quality, natural, and eco-friendly fabrics
such as Supima? cotton and TENCEL? Modal. NEIWAI has also developed the innovative period
underwear PANTIE PRO?, which is machine washable, reusable, and can properly absorb
menstruation. This reduces both the discomfort of using disposable tampons and the
environmental impact of disposable sanitary products.“The key to a new product
going viral is always a deep
understanding and insight
into specific consumer
groups.”
George Mao
Vice President, China, GoogleBased on accurate positioning and deep understanding of specific groups,
Rising Stars develop products that cater to needs of their audience and
quickly gain consumer love.
Bloom Make Dreams
ConFurdence Come True
Luvme Hair, which caters to African-American women in Europe and Founded in 2016, Flower Knows is a stylish makeup brand that positions itself
America with increasing purchasing power and fashion demands, provides as the guardian of romantic "girlish hearts" in China and the "Dreams on vanity"
comfortable and stylish wigs for Black people, who typically have coarse in global markets. With its unique packaging design and dreamy theme
hair with small curls. elements, Flower Knows makes Gen Z females beauty dreams come true.
Luvme Hair has developed thousands of products to suit different Its new products are displayed by themes and merged with fairy tale elements
occasions, lengths, and hair types. After many attempts, they successfully such as unicorns, little angels, and strawberries. The gorgeous visual design
developed 4C Edges, which create hairlines with the same curl and texture creates an immersive dreamlike world for its consumers.
as African-American women''s hair, making wigs look more natural.
Flower Knows'' products express attractive content that is very conducive to
Luvme Hair has been well-received by black women in Europe and the US social media sharing and interaction. Each new series of products hits a new
high in GMV both at home and abroad.
because it is well-positioned to meet their needs. It allows them to express
themselves easily and feel confident and charming by making it simple to
change their hairstyle.Light Up The Natural Peace
BLUETTI is a company that specializes in renewable energy
storage and power solutions. They provide consumers with easy
and efficient access to clean energy.
In 2022, BLUETTI launched the BLUETTI Heroes documentary to
document the lives of its users and showcase their stories and
experiences with BLUETTI products. This has helped to bridge the
gap between the company and its customers, and has also led to
the discovery of new ways to use BLUETTI products in
different home settings. Thanks to its excellent performance
stability and convenient and efficient use, BLUETTI products are
now used to charge a variety of electronics and household
appliances, cook outdoors, play musical instruments, power
electric tools on farms, and even keep animals warm and incubate
eggs at night.
Fully understand the target user group''s
BLUETTI provides users with a more enjoyable and memorable life
usage scenarios to achieve the best
away from the hustle and bustle by accompanying them every
day. It becomes an indispensable part of their lives.
product performance and segmentation.04
MethodologyKantar BrandZ Chinese Global Brand Builders Top 50
To measure consumer perceptions of Chinese brands outside of China
We created a four-step methodology that leverages Kantar BrandZ analytics and
strong online survey capability with Google’s big data assets. Kantar BrandZ is the
world’s leading source of brand equity and valuation knowledge, and Kantar owns the
largest global consumer online panel (Kantar Profiles).
In order to improve the data quality and enrich the insight analysis
We upgraded our data collection for BrandZ modeling in 2023 by collecting from
Kantar Profiles, which is the largest global panel in the industry with highly validated
and permission-based respondents, as well as an advanced QC system. The sampling
is more representative to reflect market reality. It also allows an apples-to-apples
comparison between international brands and Chinese global brands within the
categories.
Furthermore, integration with consumer behavior data provided by
Google helps to evaluate the brand performance in a total picture
across categories and capture the real-time signal of brand growth.Kantar BrandZ Chinese Global Brand Builders Top 50
STEP 1: COUNTRY AND CATEGORY SELECTION
Focusing on markets with future export potential as 2022, we We also selected a mix of 15 established and
selected these 11 developed and emerging markets from different internet-driven categories in which Chinese brands have
geographic regions: Australia, Brazil, France, Germany, India, been active in brand building overseas ：
Indonesia, Japan, Mexico, Spain, the UK, and the US.
Alcoholic Drinks Smart Devices Beauty & Personal Care
Art & Toys E-commerce Online Convenience Service
Home & Garden Utility Apps Consumer Electronics
Cars Home Appliances Content & Entertainment Apps
The United Kingdom
Online Fashion Mobile Gaming Electronic Accessories & Supplies
Germany
France
The United States
Spain
Japan
Mexico
India
Chinese brands and international brands together totally stand
Indonesia
Brazil
Australia
at least 80%
market share in these categories.Kantar BrandZ Chinese Global Brand Builders Top 50
STEP 2: BRAND SELECTION AND
QUALITY ASSURANCE
Within the 15 categories, we selected Chinese brands based on the
extensive Kantar BrandZ database and Google’s expertise. The
Chinese brands met two eligibility criteria:
01
Each brand was created by an enterprise from Mainland China
Brands acquired overseas by Chinese enterprises will be enclosed as Chinese
global brands only if it is endorsed by its Chinese mother brand or the change of
ownership after acquisition is clearly reflected in its external communications.
02
Each brand must derive a portion of revenue from overseas business
In each category we also selected non-Chinese brands (local country brands and
global brands). Kantar BrandZ experts in each relevant country market reviewed
the preliminary lists of brands for accuracy.
The preliminary list totaled 456 Chinese brands and 1854 non-Chinese brands. We
conducted two rounds of research to measure levels of awareness and
consideration for brands in this preliminary list in the 11 country markets. With the
first round of research, we identified the brands highest in awareness and
consideration. This exercise yielded our final list of 234 Chinese brands. Kantar BrandZ Chinese Global Brand Builders Top 50
STEP 3: MDS AND PRELIMINARY DEMAND POWER
The second round of research was conducted on Kantar Profiles. The We calculated the Meaningful and Different scores of
questionnaire follows the standard BrandZ questionnaire and the each brand based on survey answers. We determined
preliminary Demand Power of each brand across the 11 country markets each brand’s Salient based on survey answers and the
was calculated automatically from the standard modeling system of Kantar consumer behavior data provided by Google’s internal
by category. Demand Power is a BrandZ metric of brand equity, the Brand Tracker tool, including traffic of the brand
predisposition of consumers to choose a particular brand. website, active users of the brand’s apps, and the
brand’s search index in Google and YouTube.
Three ingredients comprise Demand Power:
alient
S
Coming easily to mind in
a buying situation
ifferent
D
Being distinctive or
trend setting
eaningful
M
Meeting functional and emotional
needs in relevant waysKantar BrandZ Chinese Global Brand Builders Top 50
STEP 4: STANDARDIZATION AND FINAL DEMAND POWER
Once we had calculated the preliminary Demand Power score, we
01
leveraged the consumer behavior data
Website traffic App active users Google & YouTube Search Index
to adjust for the impact that variations of category size and market
competition have on the Demand Power scores of the 234 Chinese brands.
This adjustment yielded the final Demand Power scores that enabled us
02
to make fair comparisons across the 15 product categories and 11
country markets.
We use these final Demand Power scores across the 11 country markets
03
to produce the
Kantar BrandZ Chinese Global Brand Builders rankingKantar BrandZ Chinese Global Brand Builders Rising Stars
To properly measure consumer perceptions of rising Chinese brands outside of China, we also combine
Kantar BrandZ analytics with Google’s online reach and data gathering capabilities.
STEP 1 STEP 2 STEP 3
BRAND SELECTION EXPERT EVALUATION DETERMINE RISING STARS
For Rising Stars, the candidates come from the Kantar and Google experts with rich experience in The final 15 Kantar BrandZ Chinese Global
preliminary brand list, but do not have enough relevant industries evaluate the 64 Chinese global Brand Rising Stars were arrived at by combining
Demand Power to enter Top 50. We selected brands on the basis of brand business our survey data, consumer behavior data and
brands with positive brand performance, performance in the past year, brand proposition expert evaluation results.
measured by brand awareness and as industry challengers, as well as brand building
consideration, growth of Google and YouTube strategies in overseas markets.
Search index and consumer behavior data in
the past 3 years.
Meaningful (meeting functional and emotional
needs in relevant ways) and Different (being
distinctive or trend setting) help bond with
consumers and promote healthy growth of
Salient. Therefore, we also leveraged scores of
Meaningful and Different as important
indicators of quality growth. By evaluating and
combining all these criteria, we yielded 64
Chinese global brands.05
Brand ProfilesKantar BrandZ 2023 Chinese Global Brand Builders Top 50
Name : Name : Name : Name : Name :
ByteDance Ltd.(Cayman) Xiaomi Technology Co., Ltd. Lenovo Group Ltd. ROADGET BUSINESS PTE. LTD. Alibaba Group Holding Ltd.
Year Formed : 2012 Year Formed : 2010 Year Formed : 1984 Year Formed ：2012 Year Formed ：1999
Headquarters : Global Headquarters : Beijing Headquarters : Beijing Headquarters ：Global Headquarters ：Hangzhou
Through efforts and vision of offering premier Global Xiaomi, a consumer electronics and smart Lenovo Group is a global tech company with its SHEIN is a world-leading fashion and lifestyle online Launched in 2010, AliExpress is a global marketplace
Creation and Interaction Platforms, ByteDance is manufacturing company, was founded in April 2010. business covering more than 180 markets. It has retailer. With the pursuit of technological innovation targeting consumers around the world and enabling
committed to making the digital life of billions of Its core business is smartphones and smart hardware 82,000 employees and serves over 1 billion users and efficiency improvement, while effectively them to buy directly from manufacturers and
people become more beautiful, efficient, and connected by an IoT platform. Xiaomi is one of the worldwide. As a global leading manufacturer of smart reducing inventory and reducing waste, SHEIN meets distributors in China and around the world. In addition
interesting. The company now has a portfolio of world''s leading smartphone companies, ranking in the devices, Lenovo provides global users millions of the fashion needs of global consumers in terms of to the global English-language version, the AliExpress
applications available in over 150 markets and 35 top 3 in global shipments. The company has also smart terminal devices, including PC, tablets, diversity, cost-effectiveness, and good service. SHEIN platform is also available in 17 other languages,
languages, including TikTok, Helo, Douyin, Toutiao, established the world''s leading consumer AIoT smartphones, and so on. Currently Lenovo is divided currently directly serves consumers in more than 165 including Portuguese, Spanish and French. Top
Xigua Video, Lark, and BytePlus. (AI+IoT) platform. into three business groups, namely IDG, ISG and SSG. countries and regions around the world. It is the most consumer markets where AliExpress is popular are the
Focusing on global development, Lenovo has downloaded shopping app in the world in 2022. At United States, Brazil, France, and Spain.
established an example for diversified corporate present, SHEIN has officially launched a platform
culture and leading operating model in the industry. model, and cooperates with global sellers to better
meet users'' online consumption needs.Kantar BrandZ 2023 Chinese Global Brand Builders Top 50
Name : Name : Guangdong OPPO Mobile Name : Name : Name :
Huawei Technologies Co., Ltd. Telecommunications Corp., Ltd. Haier Smart Home Co., Ltd. Hisense Group Holdings Co., Ltd. vivo Mobile Communication Co., Ltd.
Year Formed ：1987 Year Formed ：2004 Year Formed ：1984 Year Formed ：1969 Year Formed ：2010
Headquarters ：Shenzhen Headquarters ：Dongguan Headquarters ：Qingdao Headquarters ：Qingdao Headquarters ：Dongguan
Founded in 1987, Huawei is a leading global provider OPPO, established in 2004, is one of the world''s leading Haier Smart Home Co., Ltd. founded in 1984, the Hisense is a leading consumer electronics vivo is a technology company that creates great
of information and communications technology (ICT), smart device manufacturers and innovators with its leader of global major appliances and global smart manufacturer and one of the largest TV makers in the products based on a design-driven value, with smart
infrastructure and smart devices. With nearly 195,000 business expanding to over 60 countries and regions home solutions, has been listed in Fortune Global 500 world. Hisense products are available in over 160 devices and intelligent services as its core. The
employees, the company operates in more than 170 around the world. More than 40,000 OPPO employees for 5 consecutive years and has been ranked No.1 countries and regions. The company has also company aims to build a bridge between humans and
countries and regions, serving more than three billion share a commitment to technological innovation. Global Major Appliances Brand for 14 consecutive established 66 overseas companies and offices, and the digital world. Through unique creativity, vivo
people around the world. ColorOS includes a full spectrum of system applications years by Euromonitor International Limited. Haier owned 31 industrial parks in Qingdao, Shunde, provides users with an increasingly convenient mobile
and serves 500 million users around the world. Smart Home owns 7 global premium home appliances Jiangmen, Slovenia, South Africa, Mexico, etc., as well and digital life.
brands – Haier, Casarte, Leader, GE Appliances, Fisher as 23 research and development centers around the “While bringing together and developing the best
& Paykel, AQUA, and Candy – and THREE WINGED world. local talents to deliver excellence, vivo is supported
BIRD, the world’s first scenario brand. With 10+N R&D In 2022, Hisense maintained sound growth. The total by a network of R&D centers including Shenzhen,
innovation ecosystems, 34 industrial parks, 117 operating revenue of Hisense group was CNY 184.9 Dongguan, Nanjing, Beijing, Hangzhou, Shanghai and
manufacturing centers, 108 marketing centers, and billion and the total profits reached CNY 12.3 billion, Xi’an, focusing on the development of
over 230 thousand sales networks, Haier Smart Home increased by 21%. The overseas income reached CNY state-of-the-art consumer technologies, including
roots in nearly 200 countries and regions and serves 75.7 billion. The Hisense International Brand 5G, artificial intelligence, industrial design,
around 1000 million user families. In 2022, the global accounted for more than 83%. With the display as the photography, and other up-and-coming technologies.
revenue of Haier Smart Home was 243.5 billion RMB core, Hisense B2C business has always been at the vivo has also set up an intelligent manufacturing
with a 7.2% YoY growth. The revenue of overseas forefront of the global industry. Hisense is also in the network (including those authorized by vivo), with an
business was 125.4 billion RMB with a 10.3% YoY global leading place in B2B industries including annual production capacity of nearly 200 million
growth. Intelligent Transportation, Precision Medicine, and smartphones. As of now, vivo has branched out its
Optical Communications. Hisense is converting itself sales network across more than 60 countries and
from a traditional "home appliance firm" to a regions and is winning more than 400 million users
"high-tech company" by combining the home worldwide with its superior products and services.
appliance and technology sectors.Kantar BrandZ 2023 Chinese Global Brand Builders Top 50
Name : Name : Name : Name : Name :
TCL Tencent Holdings Ltd. Anker Innovations Technology Co., Ltd Chery Automobile Co., Ltd. OnePlus Technology Co., Ltd.,
Year Formed ：1981 Year Formed ：1998 Year Formed ：2011 Year Formed ：1997 Year Formed ：2013
Headquarters ：Huizhou Headquarters ：Shenzhen Headquarters ：Changsha Headquarters ：Wuhu Headquarters ：Shenzhen
TCL was established in 1981. TCL started out Tencent is a world-leading internet and technology As a global leader in charging technology, Anker''s Chery Automobile is an automaker that exports its OnePlus focuses on building an international brand of
producing magnetic tape and eventually expanded company. It mainly provides communication and social products cover chargers, data cables, power banks, products to more than 80 countries and regions. As of high-end flagship products, with markets in more
the business to smart terminals production, services that connect more than one billion people portable power station, and other categories, now, the company has accumulated over 11.5 million than 30 countries and regions around the world. The
semiconductor displays, new energy photovoltaic, around the world, helping them to keep in touch with providing global users with a fully charged life at all global users, with more than 2.5 million of them being company employs more than 2,000 people in 26
industrial finance, and investment. As of today, TCL friends and family, access transportation, and even be times. The epoch-making PowerIQ technology solves overseas users. Chery has maintained its position as countries, with representative offices in Shenzhen,
has established 48 research center and development entertained. On the other hand, Tencent publishes some the problem of compatibility of different charging the number one Chinese brand for passenger New York, Bangalore, and London, as well as R&D
(R&D) organizations, and 32 anufacturing bases of the world''s most popular video games and other protocols, and one charger can realize fast charging vehicles for 20 consecutive years. The company has centers in China and India. From 11 countries, 26 cities,
globally, and operates in over 160 countries and high-quality digital content, enriching interactive of everything; the pioneering application of gallium over 10 production and KD bases domestically and more than 20,000 members participated in Pop-up
regions around the world. It has become a leading entertainment experiences for people around the globe. nitride materials to chargers has set off a gallium internationally. It also has established six research and events organized by OnePlus. More than 22 million
company with global influence. In 2022, TCL’s revenue nitride charging revolution in the entire industry. More development centers in Wuhu, Shanghai, Europe, members from 196 countries around the world have
reached RMB 260 billion with overseas revenue than 200 million products are sold to 146 countries North America, Brazil, and other countries and joined the OnePlus community.
accounting for 41%. TCL achieved TV sales volume and regions around the world. In 2022, the Anker regions. Currently, the company has more than
market share of 11.7%, ranking top 2 in the world. TCL brand will achieve a global revenue of 6.876 billion 50,000 employees, with over 10,000 of them being
CSOT ranked 2nd globally in market share of TV yuan, a year-on-year increase of 23.84%. professional R&D personnel. In 2022, Chery Group''s
panels. TCL will accelerate its progress towards the cumulative sales of automobiles reached a historic
vision of "To become a global leading intelligent high of 1,232,727 units, with a year-on-year growth
technology group". rate of 28.2%. Among them, exports exceeded
451,000 units, with a year-on-year growth rate of
67.6% for the whole year.Kantar BrandZ 2023 Chinese Global Brand Builders Top 50
Name : Name : Name : Name : Name :
Shenzhen DJI Technology Co., Ltd. Beijing Kuaishou Technology Co., Ltd miHoYo Co., Ltd. TP-Link Technologies Co., Ltd. Great Wall Motor Co., Ltd.
Year Formed ：2006 Year Formed ：2011 Year Formed ：2011 Year Formed ：1996 Year Formed ：1984
Headquarters ：Shenzhen Headquarters ：Beijing Headquarters ：Shanghai Headquarters ：Shenzhen Headquarters ：Baoding
DJI was founded in 2006, it has developed into a In 2011, Kuaishou heralded a new era of short videos. Founded in 2011, miHoYo creates products and TP-Link is a global provider of reliable networking Great Wall Motor provides global users with intelligent
leader in technology, imaging and educational Through 12 years of relentless efforts, we have made experiences that are out of the imagination. Beyong devices and accessories ，In addition to the existing and green mobility services and has been
solutions in the era of space intelligence. Since its short videos well received and beloved by more and games like Houkai Gakuen2, Honkai Impact3, Tears of main core fields such as transmission, switching, and accelerating its transformation into a global intelligent
establishment, DJI''s business has expanded from UAV more people. We have hundreds of millions of daily Themis, Genshin Impact, miHoYo is also known for the routing, TP-LINK products are vigorously expanding technology company. It runs a business of vehicles
systems to diversified product systems and has active users every day, and we maintain this vibrant dynamic desktop spftware N0va Desktop, the the fields of smart home, smart building, artificial and parts, covering design, R&D, production, sales,
become a world-leading brand in many fields such as and trustworthy community through continuous community product HoYolab, and related IP across intelligence, cloud computing, edge computing, etc., and services, and owns Haval, Wey, Ora, Tank, Great
UAVs, handheld imaging systems, robot education, extending of ecosystem building. We also continue to animation, comics, music and merchandises. The to provide systematic equipment, solutions and Wall pickup, and so on, with production and sales
and intelligent driving. It defines the connotation of improve user experience, enhance the service upcoming Honkai: Star Rail and Zenless Zone Zero are overall services. The company is headquartered in across the world. GWM has built the energy-and
"Made in China" and continuously innovates products capabilities of advertisers and empower e-commerce also widely followed by global gamers. Shenzhen, China, with sales and service centers in 21 intelligence-oriented Forest Ecosystem. In the field of
and solutions in more cutting-edge fields. DJI is merchants, while striving to create value for our Under the mission of "Tech Otakus Save The World", central cities such as Beijing, Shanghai, and new energy, GWM focuses on three directions,
innovation-oriented. Based on talents and partners, stakeholders. Kuaishou is committed to building the miHoYo remains committed to technology research Guangzhou, and overseas direct subsidiaries or including hybrid electric, battery electric, and
DJI thinks about customer needs and solve problems, most heartwarming and trustworthy community, and development, exploring cutting-edge technology representative offices in 44 countries and regions. hydrogen energy. In terms of intelligent driving
and has been respected and affirmed by the global improving people’s well-being with technology, and and developing industry-leading capabilities in the The products have been used in more than 170 technology, GWM makes efforts on the whole
market. At present, DJI employs 14,000 people helping more people live and thrive in the digital age. fields of animation redering, artificial intelligence, and countries worldwide. industry chain of intelligent driving, intelligent space,
around the world. In addition to the Shenzhen cloud gaming. and intelligent chassis. It has also built an
headquarters, it has offices in Beijing, Shanghai, Xi''an, Headquartered in Shanghai, miHoYo has 5,000 industry-leading energy system of "photovoltaic +
Hong Kong, Tokyo, Los Angeles, San Francisco, employees spread across global offices in Singapore, distributed energy storage + centralized energy
Rotterdam, Frankfurt, and other places, supporting United States, Canada, Japan, and Korea. storage", and covered the entire value chain of "solar
more than 100 countries and regions around the energy - battery - hydrogen energy - vehicle power".
world from sales and service network. GWM has worldwide sales network, covering more
than 170 countries and regions with more than 700
overseas sales channels and overseas sales of more
than 1.15 million vehicles. Kantar BrandZ 2023 Chinese Global Brand Builders Top 50
Name : realme Mobile Name : Name : Name : Name :
Telecommunications (Shenzhen) Co., Ltd BYD Co Ltd SAIC MAXUS Automotive Co., Ltd. Positec Machinery (China) Co., Ltd. Honor Device Co., Ltd.
Year Formed ：2018 Year Formed ：1995 Year Formed ：2011 Year Formed ：1994 Year Formed ：2013
Headquarters ：Shenzhen Headquarters ：Shenzhen Headquarters ：Shanghai Headquarters ：Suzhou Headquarters ：Shenzhen
realme is committed to be a trendsetting technology BYD is a leading technology company devoted to Founded on March 21, 2011, SAIC MAXUS Automobile Worx Professional Power Tools is a high-end power HONOR is a leading global provider of smart devices.
brand and has the aspiration of providing products leveraging innovations for a better life. BYD''s business Co., Ltd. is a wholly-owned subsidiary of SAIC Motor tool brand created by Postel Group for users in the Every HONOR smartphone is subject to strict quality
with a comprehensive superior experience for the layout covers the fields of electronics, automotive, Co., Ltd. SAIC MAXUS took the lead in introducing the professional field. As a high-end professional tool controls and must pass over 400 product tests and
young. As one of the world''s fastest-growing new energy and rail transportation, from energy C2B user co-creation customization model into the brand, Worx represents four meanings: reliable, over 20 global certification standards before
smartphone brands, realme stands firmly among the acquisition, storage, and application, to building automotive industry and became an automotive professional, durable and practical. So far, Worx has launching. HONOR has over 13,000 employees, out of
mainstream smartphone brands. At present, realme zero-emission new energy solutions. BYD has more company that implemented the C2B strategic been sold in the UK, Denmark, Sweden, Norway, which 60% are R&D staff. The company owns more
has entered 61 markets worldwide, including Asia, than 30 production bases in the world, and its deployment. Through business model and business Thailand, Malaysia, Singapore, the Philippines, South than 3,000 service centers and 9 regional call centers,
Europe, Oceania, Middle and East Africa, etc. products entered more than 400 cities in more than model innovation, SAIC MAXUS is committed to Korea, and other countries and has been recognized providing premium and efficient services to
70 countries and regions on six continents. It is the becoming a crossover enterprise that is "user-driven, and trusted by professionals. The international brand customers in over 100 markets.
first Chinese auto brand to enter developed markets provides globally competitive automotive products image and leading product design, coupled with
in Europe, the United States, Japan and South Korea. and life services, and creates value for users". It aims strong production and technical force, have ensured a
to build an efficient and innovative team, create compound annual growth of more than 35% in the
products with market competitiveness, build brands Chinese market of Worx professional tools in the past
with international influence, and realize sustainable five years.
development of employees and enterprises. Become
the leader of the domestic market and a strong
competitor in the global market. In terms of overseas
markets, the global dealership network of SAIC
MAXUS has been initially established, forming five key
core markets, covering 73 countries and regions
around the world, with cumulative overseas sales of
250,000+ units. Developed countries such as
Australia, New Zealand, Britain, and Ireland have
become the main sources of overseas sales. SAIC
MAXUS is striving to become the first choice of
Chinese cars in the world''s developed countries.Kantar BrandZ 2023 Chinese Global Brand Builders Top 50
Name : Name : Name : Name : Shanghai Lilith Network Name :
Arashi Vision Inc. Lynk & Co. Automobile Sales Co., Ltd Braid (Beijing) Technology Co., Ltd. Technology Co., Ltd. Midea Group Co., Ltd
Year Formed : 2015 Year Forme ：2017 Year Forme ：2013 Year Forme ：2013 Year Forme ：1968
Headquarters ：Shenzhen Headquarters ：Hangzhou Headquarters ：Beijing Headquarters ：Shanghai Headquarters ：Foshan
Insta360 is a world-class intelligent imaging brand "Born global, open and connected", Lynk & Co is a Magic Tavern is a global game developer and Lilith Games is an innovative game developer and Midea is a sci-tech conglomerate that specializes in
committed to helping people better capture and high-end global brand co-founded by Geely Holding publisher with over 100 million total users and over 10 publisher and acquired more than 100 million users Smart Home Business, Industrial Technologies,
share their lives. Since 2019, Insta360 has been the Group, Geely Auto Group and Volvo Cars. Driven by a million monthly active players. The company aims to around the world. It has launched titles like Rise of Building Technologies, Robotics &Automation, and
world''s leading panoramic camera brand with a spirit of challenging conventions, Lynk & Co has create and deliver happiness by producing games Kingdoms, AFK Arena, Dislyte and Art of Conquest. Digital Innovation Business. Midea has 35 R&D centers
market share of over 40%. Its products are exported developed a range of products with high aesthetics, with global influence. Its recent games such as Lilith is led by its "driven by design" and "globalization" and 40 major production bases in the world with
to over 200 countries and regions worldwide, with performance, technology, safety, and value. As of Machington Mansion and Project Makeover are strategies to build a game experience that exceeds 160,000 employees globally. Its products and
over 2 million hardware users. April 2023, Lynk & Co has established more than 300 popular worldwide. Magic Tavern has more than 400 users expectations. On the other hand, Lilith has been services benefit about 500 million consumers in over
Insta360 is dedicated to the concept of "Think bold" global dealerships, steadily advancing its European employees and offices in many cities at home and building partnerships with talented game studios 200 countries and regions.
and continuous innovation in the field of intelligent and Asia-Pacific strategies, achieving a positive abroad. The founding team consists of industrial everywhere in the world. The company has over With the vision of “bringing great innovations to life,”
imaging. It has built a rich product line from consumer development model both domestically and veterans mostly, as well as talents from Tsinghua 2,000 employees globally, out of which more than Midea adheres to the new strategy of “Technology
grade to professional grade, including panoramic internationally. With a vision to "changing mobility University, Berkeley, EA, Square Enix, Google, etc.. 500 from different culture and nationality Leadership, Direct to Users, Digitization & Intelligence
cameras, action cameras, video conferencing forever" Lynk & Co confidently strides onto the world They have rich experience of international operations backgrounds work in R&D, design, art and other Driven, Global Impact” and strives to become the
equipment, handheld photography equipment, and stage with its personal, open, and connected in R&D, operation, publishing and so on. professional areas. world''s leader in smart home and enabler of smart
professional-grade VR cameras. Through a approach. manufacturing.
comprehensive product system, Insta360 meets the
imaging needs of consumers in different scenarios
and provides advanced intelligent imaging solutions
for various industries. By combining AI and imaging,
Insta360 is driving new trends in intelligent imaging
and building a new future.Kantar BrandZ 2023 Chinese Global Brand Builders Top 50
Name : Name : Name : Name : Name :
Beijing Roborock Technology Co., Ltd. Geely Auto Group DianDian Interactive Holding FunPlus IM30 TECHNOLOGY LIMITED.
Year Formed : 2014 Year Formed : 1997 Year Formed : 2010 Year Formed : 2010 Year Formed : 2015
Headquarters : Beijing Headquarters : Hangzhou Headquarters : Beijing Headquarters : Switzerland Headquarters : Beijing
Beijing Roborock Technology Co., Ltd. founded in July Geely Auto Group is a leading automobile Century Games has offices in Beijing, Shanghai, and FunPlus is a company with extensive influence in the IM30 creates interesting, social strategy games that
2014, is an intelligent hardware manufacturer focusing manufacturer. The group manages several leading San Francisco with more than 1000 employees from field of global games and interactive entertainment, are engaging and fun for the long term. It was
on technological innovation. Robotock is also the first brands including Geely Auto, Lynk & Co, Zeekr, and over 20 countries and houses eight internal studios. with offices in Switzerland, Beijing, Shanghai, established in March 2015 by a team with experience
floor sweeping robot brand to achieve real-time Geometry. It is also the global strategic partner to Since its inception in 2010, the company has released Chengdu, Guangzhou, Tianjin, San Francisco, at some of the largest gaming and internet
display of high-precision maps, and the fastest floor Malaysian national automaker PROTON. The group a number of Facebook Canvas Games, including Barcelona, etc. More than 2,000 employees from companies in the world. Our mission is to create a fun
sweeping robot brand in the world to reach 1 million employs more than 50,000 people, operates 12 Family Farm, Royal Story, and Happy Acres. Family more than 20 countries and regions, and the and positive environment for our players and Game
sales, only in 16 months. The company is plants, five global R&D centers and also boasts four Farm ranked first in social games among Asian game localization of products is supported in 23 languages. Creators and establish a company that is independent
headquartered in Beijing, with R&D and branch offices global design studios. In 2022, the brands under Geely developers on Facebook’s platform. Large-scale It is famous for its quality games and art styles and built to last. In our first 6 months, we went from an
in Shanghai and Shenzhen. Our international office in Auto Group management sold over 1.43 million units, strategy game "King of Avalon" became a bestseller in worldwide, especially in Europe and the United States, idea to over 1 million daily active users. IM30 has since
Hong Kong is home to our global team, with staff with Geely Auto see its sales exceed one million for 67 countries and has been the only Chinese game its business covers more than 200 countries and produced a range of popular games, including Last
from all over the world. It has five offices in Beijing, six consecutive years, new energy vehicle sales that topped the US bestseller list twice. regions, and there are more than 100 million players Empire - War Z, Last Shelter: Survival, World of
Shanghai, Shenzhen, Changsha, and Hong Kong. In increasing more than double, and exports growing around the world. Witchcraft, Rise of Empire, MR ZOMBIE and Galaxy
addition to the domestic market, in the overseas 72.4%. Wars.
market, Stone Technology takes advantage of the
potential market size and high-quality products,
focusing on the development of the United States,
Europe and Southeast Asia markets. Roborock is
building a global distribution network to cover
countries and regions where it has established
operations as well as underserved and untapped
markets with significant demand. At the same time,
Roborock has gradually set up local branches and
overseas companies in major overseas markets. At
present, Stone Technology has set up overseas
companies in the United States, Japan, the
Netherlands, Poland, Germany, South Korea, and
other places.Kantar BrandZ 2023 Chinese Global Brand Builders Top 50
Name : Anhui Jianghuai Automobile Name : Name : Name : Name :
Group Corp., Ltd. DiDi Global Inc. HABBY PTE.LTD. Tsingtao Brewery Co., Ltd. Ecovacs Robotics Co., Ltd.
Year Formed : 1999 Year Formed : 2012 Year Formed : 2018 Year Formed : 1903 Year Formed : 1998
Headquarters : Hefei Headquarters : Beijing Headquarters : SINGAPORE Headquarters : Qingdao Headquarters : Suzhou
Anhui Jianghuai Automobile Group Co., Ltd. is a DiDi Global Inc. is the world’s leading mobility Habby, a global mobile gaming studio with hit titles Tsingtao produces and sells beer and other related ECOVACS ROBOTICS is one of the pioneers in service
comprehensive automobile enterprise that integrates technology platform. It offers a wide range of such as Survivor.io, Archero, SSSnaker and more! products. At present, the brand occupies the leading robots R&D and manufacturing with the ambition of
R&D, production, and sales of a full range of app-based services across markets including Habby is a combination of Happy and Hobby and so position in China''s domestic beer market both in being top tier robotics company in the world. It
commercial vehicle, passenger vehicle and Asia-Pacific, Latin America and Africa, including ride we’re dedicated to make gaming a hobby that brings terms of size and market share with 62 wholly owned upholds its Mission of "Robotics for All". Since it was
powertrain, and covers many fields such as ride hailing, taxi hailing, chauffeur, hitch and other forms of people happiness and provides everyone with a fun and controlled breweries, and two associated and founded in 1998, ECOVACS has delved deep into the
hailing/sharing and financial services. Products are shared mobility as well as auto solutions, food interactive experience regardless of their age, culture joint-investment breweries. Tsingtao is also the insights and analysis of service robot usage scenarios
exported to more than 130 countries and regions delivery, intra-city freight and financial services. or background. best-known Chinese brand on the international and experiences, focusing on the research, design,
around the world, with more than 1,000 sales and DiDi provides car owners, drivers and delivery market. and manufacturing of globally leading home and
service outlets, into Mexico, Italy, Turkey and other partners with flexible work and income opportunities. commercial service robot solutions, promoting
high-end markets. It is committed to collaborating with policymakers, high-quality smart lifestyles and production. Over two
the taxi industry, the automobile industry, and the decades of exploration in the service robot market,
communities to solve the world’s transportation, ECOVACS has earned worldwide user recognition for
environmental and employment challenges through its determination to break through the boundaries of
the use of AI technology and localized smart products and services.
transportation innovations. DiDi strives to create
better life experiences and greater social value, by
building a safe, inclusive, and sustainable
transportation and local services ecosystem for cities
of the future.Kantar BrandZ 2023 Chinese Global Brand Builders Top 50
Name : 37 Interactive Entertainment Name : Name : Name : Name :
Technology Co., Ltd. Loctek Ergonomic Technology Corp. Trip.com Group Limited Kunlun Tech Co. ，Ltd Shenzhen Transsion Holdings CO.,LTD.
Year Formed : 2011 Year Formed : 1998 Year Formed : 1999 Year Formed : 2008 Year Formed : 2013
Headquarters : Guangzhou Headquarters : Ningbo Headquarters : Shanghai Headquarters : Beijing Headquarters : Shenzhen
37 IE is a game developer/distributor and online FlexiSpot imagines, designs, and brings to life Trip.com Group is a leading global travel service Kunlun Tech has gradually formed five major Infinix was founded in 2013 with the commitment of
education provider. The company also actively ergonomic solutions that help people lead a healthier provider comprising of Trip.com, Ctrip, Skyscanner, businesses, including overseas information building stylishly designed cutting-edge technology
expands its business to other areas such as and more productive life. Our innovative R&D team is and Qunar with the mission "to pursue the perfect trip distribution and metaverse platform Opera, overseas with a focus on smart devices built to deliver fantastic
metaverse, film and music production, animation, composed of forward-thinking engineers who use the for a better world". Across its platforms, Trip.com social entertainment platform StarX, Global mobile smartphone experiences. Infinix products are made
pan-cultural and entertainment media, new latest technology to turn their ideas into viable Group helps travellers around the world make game platform Ark Games, Leisure and entertainment from the ground up with next-level technology &
consumption, and so on. 37 IE has branch offices in products that make productivity healthier in the informed and cost-effective bookings for travel platform XIANLAIHUYU, and equity investment Kunlun exceptional design at the core of every creation.
Beijing, Shanghai, Guangzhou, Anhui, Hubei, Hainan, office and home. products and services. Trip.com Group technology Capital. As of the first half of 2022, the global average Infinix’s brand spirit aims at empowering the lives of
Jiangsu, Sichuan, Hong Kong, Europe, America, Japan, enables partners to connect their offerings with users monthly active users reach 400 million. The market today’s youth so they can challenge the norm and
Korea and Southeast Asia. through the aggregation of comprehensive covers China, Europe, Southeast Asia, The Middle stand out from the crowd all around the world. The
travel-related content and resources, and an East, North America, South America, Africa, and other Infinix brand and product is present all around the
advanced transaction platform consisting of apps, places. Kunlun Tech was listed on the Shenzhen Stock world with a key focus on emerging markets including
websites and 24/7 customer service centers. Founded Exchange in China in 2015. Africa, Latin America, the Middle East, Southeast Asia
in 1999 and listed on NASDAQ in 2003 and HKEX in and South Asia.
2021, Trip.com Group has become one of the
best-known travel groups in the world, with the vision
"to be the world''s leading and most trusted family of
online travel brands that aspires to deliver the perfect
trip at the best price for every traveler".Kantar BrandZ 2023 Chinese Global Brand Builders Top 50
Name : Name : NINGBO HOOYA IMP.& Name : Name : Shanghai Ruogu Information Name : Guangzhou Popicorns
LightInTheBox EXP.GROUP CO.,LTD. EcoFlow Inc. Technology Co., Ltd. Technology Co., Ltd.
Year Formed : 2007 Year Formed : 1998 Year Formed : 2017 Year Formed : 2014 Year Formed : 2012
Headquarters : Global Headquarters : Ningbo Headquarters : Shenzhen Headquarters : Shanghai Headquarters : Guangzhou
LightInTheBox is a global online retail company that Hooya Group, founded in Ningbo in 1998, is a EcoFlow is a leading eco-friendly energy solutions MangaToon launched its app in July 2018 for reading Homary is an international home furnishings online
delivers products directly to consumers around the cross-border e-commerce enterprise driven by company with the vision to power a new world. Since comics & manga and novels. It is a popular platform platform, primarily operating furniture, bath, lighting,
world. Founded in 2007, LightInTheBox has offered innovation and technology. It launched the Costway its founding in 2017, EcoFlow aims to become a and a community of interest for global users. decor, etc. Connecting millions of consumers with
customers a convenient way to shop for a wide brand in 2011 and aspires to become a world-class reliable and trusted energy companion for individuals MangaToon provides quality comics, manga, novels, worldwide recognized top manufacturers, we have
selection of lifestyle products at attractive prices furniture and diverse home products brand. With a and families across the world, providing accessible and animation content. The app has over 4,000 users been committed to providing the most exquisite
through www.lightinthebox.com, global network of branches and overseas robust and renewable power solutions at home, outdoors, in total a year after its launch and has become a home products in the best quality and the most
www.miniinthebox.com, and other websites, which warehouse infrastructures, Costway leverages its and in mobile spaces. Today, with operational leader in the global comic market in terms of total diversified ranges at affordable prices since 2012.
are available in multiple major languages. supply chain advantages to source and sell products headquarters located in the USA, Germany, and users, active users, user retention, in-app purchase, Homary stands for the customer as the most trusted
LightInTheBox offers products in the categories of worldwide, while utilizing a data-driven approach to Japan, EcoFlow has empowered more than 2.5 million and so on. destination for home products, we want to help every
apparel and other general merchandise. The company deliver exceptional customer experiences. Furniture, users in over 100 markets worldwide. homelover to create their own lifestyle and better
offers products in the three core categories of outdoor, kitchen, appliances, decor, baby & kids, living environment at home. Homary now is present in
apparel, small accessories and gadgets and home and health & beauty, etc., 10+ categories, 10,000+sku, it over 10 countries and regions, including North
garden. LightInTheBox''s innovative data-driven sells furniture, but more than just furniture. To date, it America, the UK, Europe, and Australia, offering
business model allows itself to offer customized has served over 50 million households around the round-the-clock customer service to assist its global
products, such as wedding dresses and evening world and achieved an annual sales revenue clientele. Homary is devoted to bringing the best
dresses, at scale for optimal marketing, exceeding 1.8 billion. Costway believes every home is home products to more places around the world.
merchandising, and fulfillment. versatile——with multi-style possibilities. Based on
furniture and going beyond, Costway does not just
fulfill living demands, but inspires, accompanies, and
delights.Kantar BrandZ Chinese Global Brand Builders Rising Stars
Name : Guangzhou Shenyi Information Name : SHENZHEN POWEROAK Name : Guangzhou Rantion Name : Hangzhou Flower Knows Name :
Technology Co., Ltd. NEWENER CO.,LTD Technology Co., Ltd. Electronic Commerce co. ，Ltd Nanjing LilySilk Trading Co., Ltd.
Year Formed : 2021 Year Formed : 2013 Year Formed : 2009 Year Formed : 2016 Year Formed : 2010
Headquarters : Guangzhou Headquarters : Shenzhen Headquarters : Guangzhou Headquarters : Hangzhou Headquarters : Nanjing
BloomChic is a digital-first fashion and lifestyle BLUETTI has been devoted into solar energy storage Since 2009, Donner has been committed to creating Flower Knows was founded in China in 2016 and is Renowned for its exceptional home and clothing
destination for modern women sizes 10-30. True to its system for years and is committed to be a global new experiences in music and performance. As a committed to creating fairy-tale makeup and products, meticulously crafted using genuine silk and
slogan: "Live with Ease, Dress with Joy," the company energy storage leading brand. BLUETTI attaches high pioneer of innovative instruments and electronics, we providing dreamy themes for all women with a girlish other high-end natural materials, LILYSILK has gained
exists to enable mid- and plus-size women to easily importance to research and development, exploring were among the first to introduce the mini guitar heart. So far, Flower Knows has expanded its business worldwide recognition among discerning consumers.
find clothes that fit her and are a fit for her life. forward to provide its clients overall solutions for pedals. The company is dedicated to research, to Southeast Asia, Japan, Europe, and the United LILYSILK''s commitment to excellence has garnered an
BloomChic offers affordable, stylish, and comfortable energy storage. At present, there are three major manufacturing, and the sale of musical instruments of States, accelerating its expansion into the global extensive customer base spanning 150 countries, a
clothes thoughtfully made for her curves: dressed in product series, namely portable emergency power all kinds. Relying on a strong and efficient R&D team, market. As of October 2022, Flower Knows entered testament to the brand''s unparalleled craftsmanship
BloomChic, she feels beautiful, joyful, empowered, supply, household solar energy storage power supply Donner has gradually earned a reputation for its more than 1,000 Japanese stores and won the 2021 and premium offerings. Backed by a passionate team
and self-expressed. and commercial photovoltaic energy storage power high-quality and affordable musical instruments and Shopee Seller Awards. of over 200 professionals, the company remains
supply. BLUETTI has customers all over the world accessories. steadfast in its pursuit of redefining luxury living
throughout the United States, Japan, the European standards. As LILYSILK continues to enhance its global
Union, Australia, and other more than 100 countries presence and champion sustainability, it remains
and regions. dedicated to delivering intricately designed products
that embody elegance, sophistication, and an
unwavering commitment to uncompromising quality.Kantar BrandZ Chinese Global Brand Builders Rising Stars
Name : Guangzhou Leermei Name : Name : PETKIT Network Technology Name : Beijing Pop Mart Cultural Name :
Information Technology Co., Ltd Shanghai Ruixiu E-Commerce Co., Ltd. (Shanghai) Co., Ltd. Creative Corp., Ltd. RiverGame Limited
Year Formed : 2014 Year Formed : 2011 Year Formed : 2013 Year Formed : 2010 Year Formed : 2018
Headquarters : Guangzhou Headquarters : Shanghai Headquarters : Shanghai Headquarters : Beijing Headquarters : Beijing
Luvme is dedicated to creating uncompromising Founded in 2012, NEIWAI, meaning ''inside and PETKIT, founded in 2013, embraces the mission of POP MART, founded in 2010, is an industry-leading Founded in 2018 and headquartered in Beijing,
quality and ready to go wigs that are both outside,'' seamlessly blends aesthetics and "The Technology That Cares" and is dedicated to pop culture and art toy company. With the industry’s RiverGame is an internet mobile game developer with
comfortable and fashionable ， and is passionate functionality for styles that are ''Made To Live In.'' Our developing smart products for pets, encouraging a rapid growth, POP MART has set foot in more than 25 260 employees and 15 million users. RiverGame has
about empowering women of all ages and thoughtful range of lingerie, loungewear, and better human-pet life. With a decade of focus on the countries and regions including South Korea, Japan, been committed to developing and marketing the
backgrounds to express their unique personalities activewear prioritizes quality and comfort that moves pet tech field, PETKIT has now become the top brand Singapore ,the United States, Canada, the United mobile games to the global market. Its products have
and slay every day. The team designs each wig with with you throughout your day. We unite the luxurious in the domestic market for pet smart products, with Kingdom, France, and Australia, and has accumulated entered Japan, Russia, and many other European and
the latest fashion trends and is meticulously feel of our premium fabrics with innovative designs, over 400 patents and serving millions of pet millions of fans around the world. By the end of 2022, American countries. Top War is the core product of
convenient to ensure lasting glamours, and comfort. fostering a state of ease and harmony, inside and out. households. Its products are available in over 30 POP MART operates over 300 offline stores and over RiverGame and is a Cartoon-style batterfield SLG
There are up to thousands of products to greatly countries worldwide. 2000 Roboshops, with more than 4000 employees game featured with the merge gameplay.
meet the needs of customers for different styling worldwide. POP MART, whose tagline are "To Light up
choices. The exclusive development of "no glue edge Passion and Bring Joy," has established a platform of
lace wig" makes the effect more natural and real. In integrated operations covering the entire industry
addition, Luvme highlights its "100% source of real chain of designer toys. The POP MART business
human donations" in each product. mainly focuses on global artist development, IP
operation, consumer access, art toy culture
promotion, innovation business incubation and
investment. The company has many well-known IP,
such as MOLLY, SKULLPANDA, DIMOO, THE
MONSTERS, HIRONO and so on, and launched many
of fan-favorites to secure many loyal and high-quality
customers. Likewise, POP MART works with multiple
famous brands to create pop-culture products based
on classical characters that appeal to fans worldwide.Kantar BrandZ Chinese Global Brand Builders Rising Stars
Name : Name : Name : Name : SAIC GM Wuling AUTOMOBILE Name : TAIRUO TECHNOLOGY
TEMU Tineco Intelligent Technology Co., Ltd. Hangzhou Ulike Technology Co., Ltd. Company Limited (BEIJING) CO.,LTD.
Year Formed : 2022 Year Formed : 2018 Year Formed : 2013 Year Formed : 1998 Year Formed : 2017
Headquarters : Shanghai Headquarters : Suzhou Headquarters : Hangzhou Headquarters : Liuzhou Headquarters : Beijing
TEMU is a global e-commerce platform which landed In 2018, the brand TEK was upgraded to TINECO and Founded in 2013, Ulike is a leading providers of home Wuling Principally engages in the trading and Founded in 2017, Xreal first received worldwide
in the United States in September 2022. In 2023, TEMU the brand goes to sea for the first time, opening the beauty devices, selling over 4 million units in 17 manufacturing of automotive components, vehicles’ recognition when it debuted Xreal Light in early 2019,
gradually expanded its business in Canada, Australia, global layout. Tineco has been distributed in domestic countries worldwide. It is determined to solve the hair power supply systems and commercial vehicles the first ever AR glasses for consumers. Not only did it
New Zealand, and European markets. At present, and foreign markets, products popular in the United removal problems of women worldwide and has assembly. Aiming at grasping the tremendous feature a revolutionary design, but it was also the first
TEMU has served users in ten countries around the States, Canada, Japan, Germany, France, Italy, Spain, developed portable, professional, and pain-free laser business opportunities arising from the rapidly AR glasses connected to the mobile content
world. More than 10 million merchants are on the Russia, Australia, Asia Pacific, the Middle East and hair removal devices designed to give consumers a growing global automobile supply chain industry, ecosystem. To date, Xreal has more up to 400
platform, covering over 200 product categories. other countries and regions, sales channels covering salon-grade experience in the comfort of your home Wuling has provided high-quality vehicles and employees and has raised more than US$240m from
Upholding the philosophy of "Consumers first, online and offline, products sold in 108 countries and (or hotel room!). By 2023, Ulike has more than 200 mobility services for over 1 million users around the reputable VC firms and industry leaders, Nreal is
Inclusion and diversity, Integrity, Socially responsible", regions, serving nearly 50 million families around the global patents. world. It has equipped with the production and leading the world in the revolutionary AR
TEMU is committed to providing the most affordable, world. The group has nearly 1,000 patented management capability of over 2 million sets of transformation and is the only company that has
high-quality products, connecting consumers with technologies worldwide, including nearly 300 automotive parts and components, 800,000 auto launched consumer AR glasses on a global scale.
sellers, manufacturers, and brands worldwide for a invention patents. Brand mission: to create a dream engines and 200,000 automobiles annually. Wuling Widely recognized for its superior display technology
better life. TEMU will continue to innovate and life with intelligent technology. Its mission is creating has joint manufacturing base in Liuzhou, Qingdao, and product design, Xreal has established
increase its business scale, share the diverse and the life everyone wants using smart technologies. Chongqing, Guiyang, and so on, as well as overseas partnerships with more than 10 world-renowned
cost-effective products, and the fun of social parts and components manufacturing bases in India carriers and brought its product to 6 countries to
e-commerce with global consumers. and Indonesia. date.06
Teams &
AcknowledgementsBen Wong Rita Chen Tommy Zhuang
Google team
CMO, Greater Research Manager, Head of Retail,
China, Google APAC Consumer and Marketing Large Customer Sales,
Insights, Google China, Google
These individuals created the
Michelle Zhang Chen Ling Shanshan Sheng
report, providing research,
Head of analytics and insights team,
Senior Product Marketing Manager, Head of Tech, Automobile & Mobility,
Large Customer Marketing, Greater China, Google Large Customer Sales,
analysis and insight, editorial,
China, Google China, Google
photography, production,
Shanhong Chen Fan Lin George Mao
marketing, and communications.
Product Marketing Manager, Large Principal analytical lead, Retail, Vice President,
Customer Marketing, China, Google China, Google
China, Google
Will Li Wei Ni Chuxiao Wang
Product Marketing Manager, Large Analytical Lead, Retail Industry,
Apps Pod Industry Manager,
Customer Marketing, China, Google
Large Customer Sales,
China, Google
China, Google
Rachael Powell Rachel Yu Lei Guo
Head of Consumer & Market Insights, Communications Manager, AppDev Head Manager (App),
Ads Research, APAC, Google China, Google Greater China, Google
Deborah Ko Hui Deng
Senior Research Manager, Managing Director,
APAC Consumer and Marketing Large Customer Sales,
Insights, Google China, Google
Thanks also to:
Andy Lai, Charlotte Ma, Grace Luo, Haixiao Pan, Hillary Nie, Huan Zhang, Iris Zeng, Iris Zhang, Nancy Zheng, Olivia Liu, Ricky Shi, Rohan Gifford, Rui Zhou, Sevy Ling, Shirley
Wang, Siyang Wang, Thomas Zhu, Vince Jin, Yaqi Wang, Yi Gu, Yusi Wang, Yvonne WangDoreen Wang Lindsay Lyu Jessica Chen
KANTAR team
Kantar Greater China CEO, Associate Account Manager, Marketing Lead,
Global Chairman of BrandZ Kantar Insights Kantar China
These individuals created the
Rosy Li Bridget Wu Vesper Wang
report, providing research,
Head of Client Service, Senior Product Manager, Associate Makerting Manager,
Kantar Insights Kantar China Kantar China
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Jollin Wu William Ou Raam Tarat
marketing, and communications.
Marketing and Communication Director, Managing Director, Global Projects Director,
Kantar China Guangzhou Kantar Insight BrandZ, Kantar
Ileana Yang Daphne Hsieh Halina Bromberg
Group Account Director, MD of High-Tech Cluster, BrandZ Marketing Director,
Kantar Insights Kantar Greater China Insights Division
Jemma Ye Xiaoyu Du
Account Director, Project Manager,
Kantar Insights Kantar China
Thanks also to:
Emma Bao, Jessica Deng, Mark Breen, Lily Liu, Jossie WeeFor further information on Kantar
BrandZ products and services,
please contact:
Kantar BrandZ Contact Details
Doreen Wang
Kantar Greater China CEO
Global Chair of BrandZ
Established in 1998 and constantly updated, Kantar database of
Doreen.Wang@kantar.com
brand analytics and equity is the world’s largest, containing
Jollin Wu
Marketing and Communication Director
Kantar China
4.2 million 20,100 54
Jollin.Wu@kantar.com
consumer brands markets
interviews
Kantar BrandZ country reports contain unparalleled market
knowledge, insights, and thought leadership about the world’s
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