Privacy Policy

We have updated our Privacy Notice for this website. Please click here to review.

Logo - BrandZ

BrandZ: Martin Guerrieria
Public relations: Lucy Edgar

BrandZ Top 50 Chinese Global Brand Builders 2018 - The hottest brands & the brands to watch

Press release
English Report (pdf, 14 Mb)
Chinese Report (pdf, 15 Mb)


No, that’s not a misprint. The title of this foreword is indeed FORWARD! A fitting title I’m sure you will agree; not least because The BrandZ Top 50 Chinese Global Brand Builders 2018 are on a mission.

Photo - DR
David Roth
CEO, The Store WPP, EMEA & Asia
[email protected]

Increasingly those responsible for building China’s brands are moving outward as fast as they are marching forward. Their sense of purpose is palpable and transcends their commercial objectives. There is a higher calling that is providing the impetus to not only build global brands, but to build innovative, higher-value global brands.

The catalyst for this high-octane propulsion of China’s brands on to the global stage is President Xi Jinping’s 2013 proposals to build a “Silk Road Economic Belt” and the “21st Century Maritime Silk Road”. Five years on, the “Belt and Road Initiative” is not only supported by more than 100 countries and international organisations, it continues to be backed by China’s business leaders and the companies and brands in their charge.

The impact of the ‘Belt and Road Initiative’ extends far beyond the geography of the ancient Silk Roads’ trading routes. Why stop at Europe, Africa, the Middle East, South-East Asia and South Asia? The scope of the Initiative’s call-to-action has been clearly defined as ‘going global’.

As well as championing the ‘Belt and Road Initiative’, China’s brand leaders have also embraced the country’s innovation-driven development strategy. ‘Going global’ today is as much about delivering quality-innovation as it is about extending reach.

The core objective is not just for China’s companies and their brands to reach a global audience, it is for those companies to change the way that people around the world think about China’s brands. Increasingly innovative and better quality brands are confronting the old Chinastereotypes.

Although the number of people who think ‘Made in China’ is a pejorative term is reducing, there is still much work to be done. The entrepreneurs and business leaders behind China’s brands are up for this challenge.

Miinster Zhu Qin spoke about the upward shift in the value of what Chinese companies sell internationally in his address at an event at the UK Houses of Parliament to celebrate the achievements of the ‘BrandZ™ Top 100 Most Valuable Chinese Brands’. Minister Zhu talked about moving from “made in” to “created in” China.

Anyone who questions the determination of China’s government and business leaders to deliver on this should read President Xi’s speech at the five-yearly party meeting in Beijing, in October 2017, in which he uses the word “Innovation” no fewer than 24 times. Most telling is the opening sentence of the “Making China a country of innovators” section: “Innovation is the primary driving force behind development; it is the strategic underpinning for building a modernized economy.”

As well as building economies and better lives for people, innovation builds brand value. As you can read in the pages that follow, many of China’s Brand Builders believe that ‘people-centric’ innovation is the springboard of their global expansion, and consequently the underlying reason for their global success.

There are still many challenges that need to be overcome. These are being boldly tackled, at an international as well as at national level by Chinese Brand Builders, who are passionate about improving their brand’s, business and countries performance.

I am fortunate that I spend a lot of time talking with China’s Brand Builders, I sense that there is an increasing appreciation of how data can help; because analysis of ‘good’ data can facilitate a better understanding of what’s required to improve things.

There is also a sense that the old ‘rules’ and conventions of online and offline marketing are breaking down, and that the two disciplines should be looked at holistically. These challenges are best overcome by making better use of better data – and building a marketing communications plan around the reality of the audience’s daily life.

Go to to learn more.

Methodology by Kantar Millward Brown - Google - WPP

инстафорекс аналитика

В интеренете нашел популярный веб сайт со статьями про