Huawei, Lenovo, and Alibaba ranked as the top three global Chinese brands in the first half of 2019, according to a report prepared by the brand database company BrandZ. Huawei took first place, Lenovo second, and Alibaba third.
Huawei
The ranking was based on consumer predisposition to choose a particular brand, taking into account brand significance (satisfying consumers’ functional and emotional needs), trendiness (being a market trendsetter), and popularity (coming to mind during purchase decisions). Experts also evaluated the brand’s presence across seven overseas markets: France, Germany, Spain, the UK, the USA, Australia, and Japan.
According to BrandZ, as of June 2018, Huawei’s global market presence expanded by more than 53,000 stores. Sales of wearable devices grew by 147% year-on-year. Brand strength increased by 22% compared to the previous year, moving Huawei from second to first place.
Lenovo and Alibaba
Lenovo, which has been operating on the global market for more than a decade, holds the second place and remains steady in Brand Power compared to last year. In contrast, Alibaba’s popularity grew by 48%, putting it in third place in the ranking. It is noted that last year the growth rate of these companies tripled. However, local market popularity (in China) declined from 19.9% in 2016 to 14.8% in 2018 among consumers aged 18 to 34.
The growth of the ranking from 30 brands in the first report in 2017 to 50 brands this year is partially explained by the rapid pace of Chinese companies’ global expansion. Many Chinese companies support President Xi Jinping’s Belt and Road Initiative.
Huawei
The ranking was based on consumer predisposition to choose a particular brand, taking into account brand significance (satisfying consumers’ functional and emotional needs), trendiness (being a market trendsetter), and popularity (coming to mind during purchase decisions). Experts also evaluated the brand’s presence across seven overseas markets: France, Germany, Spain, the UK, the USA, Australia, and Japan.
According to BrandZ, as of June 2018, Huawei’s global market presence expanded by more than 53,000 stores. Sales of wearable devices grew by 147% year-on-year. Brand strength increased by 22% compared to the previous year, moving Huawei from second to first place.
Lenovo and Alibaba
Lenovo, which has been operating on the global market for more than a decade, holds the second place and remains steady in Brand Power compared to last year. In contrast, Alibaba’s popularity grew by 48%, putting it in third place in the ranking. It is noted that last year the growth rate of these companies tripled. However, local market popularity (in China) declined from 19.9% in 2016 to 14.8% in 2018 among consumers aged 18 to 34.
The growth of the ranking from 30 brands in the first report in 2017 to 50 brands this year is partially explained by the rapid pace of Chinese companies’ global expansion. Many Chinese companies support President Xi Jinping’s Belt and Road Initiative.
