Leading Chinese Cross-Border Brands – the Top 50
Leading Chinese cross-border brands The Top 50 kpmg.com/cn © 2018 KPMG, a Hong Kong partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. Contents Foreword: KPMG & Facebook 2 Executive summary 4 Methodology 6 Top 50 Chinese global brands 8 Survey commentary 10 Chinese brands going global – business opportunities for SMEs 32 • Thought leader: Yan Zhu, Head, Institute of Internet Industry, Tsinghua University 34 Going global and ensuring market diversification 36 Customer centricity 44 Thought leaders 58 • Kaitian Zeng, Co-founder, 37 Interactive Entertainment 58 • Yue Leng, General Manager, Tmall Global, Alibaba Group 59 • Scott Thiel, Partner, DLA Piper 60 • Gu He, Vice President, Shenzhen Globalegrow E-Commerce Co., Ltd. 62 • Chibo Tang, Managing Director, Gobi Partners 63 • Ethan Wang, Vice President, NetEase 64 • Scott Kronick, Chief Executive, Public Relations & Influence, Asia, Ogilvy 65 • Alen Wu, Vice President, OPPO Mobile; Head of Business, Overseas Markets 66 • Beehong Hong, General Manager, Brand Management Centre, TRANSSION Holdings 67 Acknowledgements 68 About us 69 Contact us 70 Leading Chinese cross-border brands: The Top 50 1 © 2018 KPMG, a Hong Kong partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. © 2018 KPMG, a Hong Kong partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. Foreword Global trade has long been a hallmark of Chinese business culture.
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