EN-Brandz-Chinese-Global-Brand-Builders-2021

Contents Welcome 03 Kantar BrandZTM Top 50 05 Category Deep Dive Analysis and Insights Chinese brands stay the course 06 Navigate to the future 74 Doreen Wang Kantar Greater China President, Global Chair of BrandZTM Top five insights 53 Mobile gaming: aiming for star quality 76 A looking glass into the future 08 Content apps: leveraging mature business models 80 Annabel Lin to succeed in new markets Managing Director of Greater China Solution Specialists and APAC International Growth Team, Google 04 Emerging Markets Online fast fashion: users come first 86 Consumer electronics: going from providing 90 Beckon product to empowering people 01 Winning in Gaining an edge in emerging markets 62 the New Phase By the numbers 63 06 Top Takeaways A welcome challenge for Chinese brands 64 Brands Seek Opportunities by Delivering 12 Go Beyond 98 User-Centric Experiences 02 Kantar BrandZTM 07 Resources Top 50 Chinese Global Methodology 104 Brand Builders Reports and Apps and powered by BrandZ™ 108 The BrandZ™ China Insights Reports 116 Kantar BrandZTM Top 50 Chinese 18 BrandZ™ Building Brand Equity 119 Global Brand Builders 2021 BrandZTM Perspectives 120 Top 50 Brand Profiles 22 Our Brand Experts 124 Report Team and Contributors 126 Kantar in China 130 4 | Kantar BrandZTM Top 50 Chinese Global Brand Builders 2021 Kantar BrandZTM Top 50 Chinese Global Brand Builders 2021 | 5 For the first four years of the Top 50 Grow by leveraging A bright future Chinese Global Brand Builders, one what you know Welcome of the main tasks we advised Chinese Five years into our survey of the Top companies to undertake was to build Chinese brands are also taking 50 Chinese Global Brand Builders, strong, resilient, and truly global advantage of the deep experience they we are happily seeing hard work pay brands. We urged them to take their have in their home market. In many off. Rather than retreating during the unmatched logistics and innovation cases, they have developed excellent most significant health and economic capabilities and use them to create customer experiences and identified challenge in generations, these brands a brand positioning that made them user-centric best practices. are continuing to move forward and Meaningful, Different, and Salient. use their strengths to find better ways They are now marrying this experience to serve their customers. Thanks to This past year has served as a test with key advantages in speed and out- a commitment to continuing their Chinese brands of that advice, and it’s a test that of-the-box innovation. The best Chinese momentum, a willingness to implement many Chinese brands passed with brands know how to go well beyond Chinese best practices abroad, and flying colors. customer expectations, bringing an expansion of their ambitions to customers’ benefits they only know ecosystems of value, we are seeing Maintain momentum they want after they arrive. them gaining not merely market share As a result, they have been very but also the loyalty and admiration of In the first place, they proved global consumers. stay the course quite committed to keeping their agile in the past year, moving fast to momentum going. Although impacted quickly deliver new experiences to meet If you need a trusted partner for by the pandemic, they showed a new challenges. your global journey, feel free to determination to continue branding reach out to your Kantar or Google efforts and grow their businesses From products to ecosystems contacts, or email Google’s Annabel overseas. To do so, they maintained Lin or myself directly. their investment in communications Finally, Chinese brands are not only Doreen Wang and innovation. selling products but are also developing an ecosystem-mindset. They are Sincerely, Chinese brands continued to push delivering their own products directly to into fast-growing emerging markets, consumers and in some cases serving as Kantar Greater China President, bringing to them the same level of commerce platforms in their own right. TM insight and innovation that they Global Chair of BrandZ have to the developed world. They Succeeding in building ecosystems are also sustaining their momentum overseas often means partnering through a commitment to customer- with local giants and sometimes centricity. These efforts include closely multinational corporations, co-creating monitoring the usage of their products commerce platforms that are much and services, tracking any changes in greater than the sum of their parts. The customer satisfaction, and managing goal is not merely to develop a great brand reputations not merely in the reputation for products and services but present but also for the future. to lay the foundation for an enduring presence and long-term success. Doreen Wang Kantar Greater China President, Global Chair of BrandZTM 6 | Kantar BrandZTM Top 50 Chinese Global Brand Builders 2021 - Welcome Kantar BrandZTM Top 50 Chinese Global Brand Builders 2021 - Welcome | 7 Deeply human It’s important to note that this Finally, we are helping them streamline dynamism is no accident. Chinese their operations to unlock investment The first is humanity. More than ever, brands have already created successful and potential for growth. Chinese global brand builders showed business models and gained deep Chinese brands are living in times of their human side in 2020. During experience in both domestic markets A looking glass these challenging times, they have intense competition as well as great and around the world. They have a opportunity. They are succeeding by worked hard to benefit consumers unique advantage in their ability to uniting manufacturing and innovation with initiatives that are in line with innovate and move quickly. And so, they with modern brand building practices their companies’ visions and values. are not only thinking about their Plan A. to deliver user-centric benefits in global More and more, they are putting their They have Plans B, C, and D at the same markets. Google is contributing to that customers first and seeking new ways time, which enables them to change success through transformation efforts to meet and exceed their expectations. course quickly as new situations, like into the future that span the entire business. Whether COVID-19, emerge. This user-centric approach is not only it’s talent, operations, or organizational valuable for building affinity with To maximize this advantage, Google efficiency, we are helping our partners consumers but also for empowering is providing insights that give Chinese keep up with a fast-changing world and brands to think big and come up brands a global perspective on what’s find opportunities not just to sustain with out-of-the-box solutions. When happening in individual markets. This their businesses but to achieve the brands take a user-centric approach, helps them make informed decisions quality growth that will serve them well Annabel Lin they don’t limit themselves to specific about directions for innovation and going forward. products or categories, but think iteration, including why they should instead about how they can create improve to stay ahead of the game and While 2020 was a difficult year in many value for consumers. what they should do to remain relevant markets, it was also a year in which we Managing Director of Greater China were able to reflect on what has gotten This is especially true when it comes in local communities around the world. us here, recognize the role that global to targeting local markets. Consumers Solution Specialists and APAC brand building is playing in sustaining today are increasingly demanding a Achieving quality growth our success, and look forward to a localized experience that responds to hopefully brighter future. International Growth Team, Google their unique conditions, whether they Today, we are seeing companies move are bandwidth concerns, data costs, or away from a total reliance on short-term their country’s or region’s favorite KOLs. investment to building and sustaining Google is identifying the key insights their brands. This is happening because that help brands make connections they have upgraded their visions to with individual consumers and meet operate on a global scale. their expectations while delivering Having a long-term vision is a key At Google, we have long partnered with During this challenging year, we have While much of this report will detail the products and services in a way that benefit for global brand builders. When top Chinese global brand builders as largely seen those efforts pay off. The strategies that have maintained and feels natural to them. they think long-term, they know that they have made increasingly confident brands that have made a strong effort sustained brands over the past year, we success doesn’t come overnight; rather and successful strides onto the world to achieve a Meaningfully Different should also look forward to what can Taking advantage of it requires sustained investment. They stage. Along the way, we have watched positioning and deliver user-centric lead them into the future. There, we find also understand that they need to them move from short-term sales experiences have managed to stay three key areas where brands should be Chinese dynamism deliver value to their consumers by strategies to long-term thinking about the course and increase their trust focusing and where Google can be a with a global perspective investing in their core capabilities and how to build brands that are able to and relevance with consumers around helpful partner for growth. strengths. For example, we have seen achieve sustainable, quality growth the globe. The current global market is presenting Annabel Lin Chinese brands with both challenges Chinese brands make infrastructure and find resilience during financially Managing Director of Greater China and opportunities. Some of them have improvements in order to better serve stressed times.

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