{"id":6540,"date":"2020-11-23T07:33:23","date_gmt":"2020-11-23T07:33:23","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=6540"},"modified":"2025-04-23T09:58:05","modified_gmt":"2025-04-23T09:58:05","slug":"brandz-report-2020","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/brandz-report-2020\/","title":{"rendered":"The annual BrandZ Top 100 Most Valuable Chinese Brands shows shift in consumer habits"},"content":{"rendered":"

The 10th edition of the annual BrandZ ranking reveals that the top 100 Chinese brands have increased in value by $106.8 billion to reach $996.4 billion, a rise of 12% \u2013 and in some cases are succeeding because of (not in spite of) Covid-19<\/h2>\n

\u201cDuring the 10 years<\/a> since we first valued China\u2019s brands, the brand landscape has radically transformed as the economy rebalanced from production to consumption, while Chinese consumers have become the most sophisticated on the planet,\u201d\u00a0explains David Roth, CEO of The Store WPP, EMEA and Asia Chairman and Chairman of BrandZ.\u201d<\/p>\n

\u201cOnly five brands that were in the Top 10 when the rankings started still remain there today. This year, within just a few months, we\u2019ve seen Covid-19 have a massive impact on the way consumers shop, what they buy, and their relationship with brands. Through all of these changes, the successful brands are those that have embraced digital, and kept pace with consumer preferences and the way they navigate their lives,\u201d Roth says.<\/p>\n

Alibaba remains China\u2019s most valuable brand for the second year in a row, growing 9% to $153.3 billion, while Tencent \u2013 number two \u2013 rose over 9% to $151 billion. Premium alcohol brand Moutai (+47%; $53.8 billion) has climbed two places to number 3. Alibaba reinforced its leading position with a strategy that focused on lower tier and overseas markets, acquiring NetEase Kaola to meet demand for cross-border retail, and expanding its Freshippo retail and distribution locations. It also linked consumer data and logistics capabilities more closely to better recognise and fulfil customers\u2019 needs.<\/p>\n

Fourteen of the 24 categories grew in value, with technology contributing a quarter of the ranking\u2019s total value, and retail around a fifth. Entertainment saw the highest growth for the second year running, rising 221% in value as people spent more time online in lockdown, while education grew by 92% as the increasing popularity of online learning was further stimulated by Covid-19.<\/p>\n

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Each of the Top 10 Risers (the brands which increased most in value year-on-year) grew by over 50%, with education provider Xueersi (no.38, +120% $4.6 billion) and alcohol brand Wu Liang Ye (no.26, +116%, $8.0 billion) more than doubling in value. Three are education brands, with Xueersi now joined by New Oriental (no.36; +78%, $4.9 billion) and VIPKID (no.84; +67%, $1.3 billion).<\/p>\n

Third highest riser Lufax (no.19; +80%, $12.4 billion) \u2013 a newcomer to the ranking in 2019 that was created by financial services giant Ping An \u2013 grew +80% after successfully broadening its consumer finance operations.<\/p>\n