China 2015: OVERVIEW | Key Results
- The BrandZTM Top 100 Most Valuable Chinese Brands 2015 increased 22 percent in total brand value year-on-year, to $464.2 billion.
- Almost doubling in value in one year, Tencent the Internet portal, rose to the number one rank, surpassing China Mobile, which had occupied the top spot since the inception of the BrandZTM China ranking in 2011. Tencent brand value increased 442 percent over the past five years.
- The rise of Tencent reflected the strong brand value growth of market-driven brands compared with SOEs (State Owned Enterprises). The value of market-driven brands rose 97 percent year-on-year, while the value of SOE brands declined 9 percent.
- Because of the rapid rise in the value of market-driven brands, the value of the BrandZTM Top 100 Most Valuable Chinese Brands now is roughly evenly split between market-driven brands, 47 percent, and SOEs, 53 percent.
- Three market-driven brands – Tencent, Alibaba and Baidu – comprise about half of the value of the Top 10 most valuable brands.
- Alibaba appeared for the first time in the BrandZTM Top 100 Most Valuable Chinese Brands, ranking number two after Tencent and ahead of China Mobile, based on rapid appreciation in brand value following its record-setting IPO (Initial Public Offering), which raised $25 billion.
- Two brands derived over half of their revenue from outside of China: technology company Lenovo gained 62 percent abroad; and ZTE, the telecom equipment maker, 53 percent. This development suggests the growing global presence of Chinese brands.
- During the past five years, the BrandZTM Top 50 most Valuable Chinese Brands increased 59 percent in value, outpacing the BrandZTM Top 50 Most Valuable Global brands, which grew 41 percent in value during a comparable period.
- Over the 51 months between July 2010 and October 2014, the MSCI, a weighted index of Chinese stocks, increased 4 percent. In contrast, the BrandZTM China Top 100 Portfolio (all of the Top 100 Most Valuable Brands) appreciated 32 percent. The results illustrate how valuable brands deliver strong shareholder return.
- Of the 21 product and service categories tracked in this report, 12 categories rose in value, seven declined and two remained unchanged. Slower economic growth and government policy changes impacted categories that declined in value, which included alcohol, apparel and banks, for example.
- Retail led the categories in brand growth. Retail grew 3,827 percent, driven by the addition of Alibaba. But even with Alibaba removed, retail increased 64 percent. That growth rate places retail just after the technology category, which improved 78 percent, and cars, which grew 141 percent because the number of car brands in the BrandZTM China Top 100 increased from one to two.
- Two categories comprised predominantly of market- driven brands – technology and retail – are now among the Top 5 categories in total brand value, alongside three categories dominated by SOEs – banks, telecom providers and insurance.
- Technology surpassed banks as the category with the largest total brand value, $106.9 billion, or almost one-quarter of the total brand value of the BrandZTM Top 100 Most Valuable Chinese Brands 2015.